Strategic Marketing of the Cycling Queensland- myassignmenthelp

Question: Discuss about theStrategic Marketing of the Cycling Queensland. Answer: Background The Cycling Queensland is a governing body of cycle racing activity situated in the Queensland in Australia (Qld.cycling.org.au 2017). The organization encourages the recreational activity of the people and is heading towards increasing the members who loves to do cycling. Cycling has always been a favorite sport of the people but due to the busy schedule people is unable to pay attention towards their recreation (English Salmon, 2016). The primary vision of the company is to build a sustainable world where cycling becomes the major activity. The organization is looking forward to include large amount of population into cycling. The mission is ultimately to create a healthy nation. The organization is solely aimed nurturing the recreational activities of the people. It is worth mentioning that as the government is backing the organization; no such huge competitor of the same exists in the market (Heesch, Giles-Corti Turrell, 2014). Situation Analysis External Environment It is a governmental body. The Australian government supports this initiative as it is aiming towards the building of a pollution free environment. There is no political threat faced by the organization. At present, the economic factor of this particular organization is facing a fluctuating market. The customers are comparatively low in number but the organization is aiming towards the increasing the members. At present, there are four thousand members. The organization is non-profitable. The people are positive about the concept and therefore the number of members is increasing day by day. The organization is mentions the customers as members hence it is cleared that more than profit it aims at the consequences of cycling (Rochecouste et al., 2015). It has also concentrated towards the technological improvement. The models of the cycle have been improved and the kits of cycling also has been improved and focused on. Cycling is environment friendly and therefore it is safe to promote cycling. The environmental factor for this particular organization is safe and secure. External Environment The market review of the organization is good as the product of the organization is unique and therefore it has a demand in the market. The company as such has no major competition. The number of customers is increasing day by and now the customers are four thousand in number (Lee, 2014). Internal Environment The financial position of cycling Queensland is good and in a comparatively better position. It is completely tackled by government and therefore the structure of it is organized. The organization is aiming completely towards a social cause. It is different from the other companies. Profit is not the major concern of the company. The internal environment of the company is extremely well organized (Chataway et al., 2014). Swot Analysis The strength of the company is the innovative thought and the strategy of it to enhance the recreational side of the people, which is innovative. The weakness is that it lacks promotion. There are no such advertisements and promotions of the product or the organization. It has tremendous opportunity as the product is innovative, it can shine in future. The only threat of the organization is that it must maintain the road rules and the cycles must be of the latest model and a separate route should be there for the riders, which is reportedly not there (Qld.cycling.org.au 2017). Strength- The strength of the company is the unique idea that it has. No organization bothers to work on the recreation of the mass. This organization completely works to nurture the recreational activity of the mass therefore; this is biggest strength of this particular organization (Rochecouste et al., 2015). Weakness- The concept is new and unique but the only weakness it faces is the promotional activity. There is no such promotion of the organization and therefore it has only four thousand members. Opportunity- There is huge opportunity for this organization to grow itself. Out of the busy schedule, people would want himself to indulge himself in some recreational activity hence in the upcoming days it has huge scope to develop itself. Threat- There is no such threat of the organization. No other company has come up this idea in Queensland. Therefore, no big competition has been set for it yet. References Chataway, E. S., Kaplan, S., Nielsen, T. A. S., Prato, C. G. (2014). Safety perceptions and reported behavior related to cycling in mixed traffic: A comparison between Brisbane and Copenhagen.Transportation research part F: traffic psychology and behaviour,23, 32-43. English, P., Salmon, P. (2016). New laws, road wars, courtesy and animosity: cycling safety in Queensland newspapers.Safety science,89, 256-262. Heesch, K. C., Giles-Corti, B., Turrell, G. (2014). Cycling for transport and recreation: associations with socio-economic position, environmental perceptions, and psychological disposition.Preventive medicine,63, 29-35. Lee, B. (2014). Queensland Injury Prevention Network. Qld.cycling.org.au (2017).Cycling Queensland Home. [online] Qld.cycling.org.au. Available at: https://qld.cycling.org.au/ [Accessed 11 Sep. 2017]. Rochecouste, J. F., Dargusch, P., Cameron, D., Smith, C. (2015). An analysis of the socio-economic factors influencing the adoption of conservation agriculture as a climate change mitigation activity in Australian dryland grain production.Agricultural Systems,135, 20-30.