Willesden Sports Centre

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Willesden Sports Centre
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London
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Borough of Brent
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Willesden Green
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Willesden Sports Centre
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Accessibility
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Immediate Catchment Area

• Occupation Only 23 are partly or unskilled
• Household Income Above London Average
• Unemployment Low rate
• Benefits 53.10 receive benefit
• Age 7343 live in Willseden Green
• Pensioner Households 451 households
• Lone Parents 180 households
• Ethnicity Most heterogeneous borough in
• Europe

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Target Market

• Families
• Antipodean community
• Sports focused
• Medium income

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Centre Facilities
Adults Pool
Childrens Pool
Aqua Aerobics
Senior Swimming
Swim Clubs
Swimming
Family Sessions
School Swimming
Birthday Parties
Disabled Swimming
Swim School
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Centre Facilities
Free Weights
Harpers Equipment
Gym
University Sessions
Cardio Room
Womens Only
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Centre Facilities
Indoor Football
Badminton
Sports Hall
Basketball
Circuit Training
Trampolining
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Centre Facilities
Karate
Aerobics
Sauna
Crèche
Judo
Steam Room
Football
Holiday Programme
Athletics
Sports Stadium
Parties
Tennis
Physio
Yoga
Nutritionist
Cafe
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Product Market Structure
Recreation Activities
Pure Entertainment
Health/ Exercise
Educational
Museums
Art Galleries
Pubs
Movies
Fitness Centres
Outdoor Activities
Sports
Friends
Virgin Active
Cannons
Leisure Connection
Fitness First
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Competitor Sites

• Virgin Active
• West London
• Leisure Connection
• Vale Farm
• Charteris
• Brent Park
• Harrow

• Fitness First
• Kilburn
• Holborn
• Cannons Group
• Brondesbury Park

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Business Objectives

• Foster relationship between Brent Council and
  Leisure Connection
• Profit maximization
• Maximize customer satisfaction
• Generate positive staff morale
• Ensure effective and efficient communications
• Foster community among existing members
• Build value for the community

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Marketing Objectives
Directives
Increase awareness among target market
Ensure consistency
Build avenues for growth of memberships
Foster customer loyalty
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Willesden Online

• Focal points
• Information
• Acquisition
• Retention

Communication Tool
Positioning Tool
Business Tool
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Communication Tool

• Easy access to current and consistent Centre
  information
• Instigation of database for future management
• Development of communication between staff,
  management, and clients

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Positioning Tool

• Promotion of community focus as key
  differentiation from competitors
• Strategically placed to promote awareness to all
  target audiences

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Business Tool

• Promote buy-in from clients at an early stage
• Foster effective customer relationship management
  via feedback loop
• Allows opportunities for future growth within
  this communication device