Before defining the leisure market, it should be identified what is leisure exactly? According to NTRS (National Therapeutic Recreation Society, a branch of the National Recreation and Park Association). Standards Document evidence from first language acquisition indicates that ” leisure can be defined as available free choice time and activities that are not related to work or other obligatory forms of activity, and which are expected to promote feelings of, pleasure, affiliation, happiness “; accordingly, the leisure market for under 15’s is the set of under ages 15 consumers who undertake specific activities result in relaxation and rejuvenation of the individual and bring childlike happiness of their mind, body and soul. Types of leisure market
The leisure market business for the children under 15 years old in Hertfordshire can be classified into several sectors—holidays, adventure, entertainment, wildlife and nature, sport and hobbies and arts. Firstly, children can participate in the camping trips organized by the local leisure centres for the holidays. Secondly, children enjoy the adventure game such as combat games (war game). Thirdly, theme parks and the children’s indoor play centres providing bouncy castle & inflatable, cinema are the places of entertainment for children. Furthermore, aquarium is the best place for the children know about the wildlife and nature.
In addition, sports and hobbies provide a wide variety of activities are karting, skating, snooker, swimming, table tennis and skating. Finally, theatre provides the chances for children learn the arts as well. Segmentation Evidence from Principle of Marketing (Kotler,2001) indicates that there are four major variables used in segmenting consumer markets—geographic, demographic, psychographic and behavioural variables. In term of the features of leisure market, leisure market seems to be segmented appropriately by demographic, psychographic and behavioural.
Demographic segmentation: As Kotler pointed that (Kotler, 2001), “consumer needs and wants change with age”. As children grow older, their emotion, behaviour, hobbies and interests remarkably change. Solomon, M. Bamossy, G. and Askegarrd, S(2002) found that in term of their stage of cognitive development, children aged under 15 may be divided into three groups. Below the age of 6, parents decide the products or services for them. Children between the ages of 6 and 12 are the ones who become more band aware, their minds and purchase behaviour are influenced by advertising.
Children aged between 13 and 15 purchase products or services independently. 2. Psychographic segmentation: Reference to Bill, T. (1992) reveals that the impact of family social class on children’s leisure behaviour is valuable to consider. Parents will choose the leisure activities for their children based on their income and social class. For instance, some upper class parents arrange private sports lesson or luxury club for their children. 3. Behavioural segmentation: In terms of the different benefits in that children seek different leisure activities.
The benefit they look for might as follow: keeping health, enjoying exciting, broadening knowledge and skills, relaxing and sharing time with family and friends. This perceptual map uses four dimensions. There are health; sharing fun with family and friends; skills learning from leisure and the price of leisure cost. However, every leisure activity has its own features, so two main dimensions considered each of them. For example, camping; snooker; skating and climbing wall are considered by skill and price. In contrast, soccer and swimming are focused on health benefit; therefore, they can be viewed by the price and health dimensions.
Finally, funny activities are the more popular with children and their family. Such as combat game (war game), bouncy castles & inflatables, cinema, theme parks, zoo & aquarium, karting and film. Macro-environmental analysis PEST analysis includes four main factors to know uncontrollable environment categories of the organization: political/legal, social/culture, economic, and technologic, also these factors were influence on sales profits and innovations of the company. (Lynch, R. , 2000, 2nd Ed. ) Political/Legal environment: According to Philip Kotler(2001,p.137).
The political environment consists of laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society. “, consequently, the political environment strongly affects the marketing decisions. The governments legislate public policy to manage commerce and almost every marketing activity is subject to a great variety of regulations and laws including leisure market for under age 15. Economic environment: According to Philip Kotler(2001,p. 131),” The economic environment consists of factors that affect consumer purchasing power and spending patterns.
When consumer purchasing power is lessened, so consumers will spend more time and look for greater value in the products and services they buy. Further to leisure market, it has a slight affection for the upper economic strata of a society during the period of economic recession because of high purchasing power. On the other hand, the lower strata will stick close to the price of leisure activities. Social/culture: Although core beliefs and values have a high degree of persistence, secondary beliefs and values are more open to change.
Much consumer behaviour is affected by families, friends, schools, religious groups and so on. In leisure market, offering variety of activities, which can participate in the groups and families, it can easy to attract the consumers. Technological environment: New technologies develop new markets and opportunities. Nowadays technology life cycles are getting shorter than ever before, therefore, in leisure market fashion and modern equipments and activities are introduced into some leisure certre, meanwhile, high research and development spending is also a feature of leisure market and entertainment industries.
Hatfield Swim Centre Profile: Swim Centre is an only public swimming facility in the District of Hatfield and is conveniently located in the heart of Hatfield. It built in 1966 and was extensively refurbished in 1991. The Centre provides a 33-metre six-lane pool with diving pit extension, learner pool and baby pool, together with ancillary facilities including a health and fitness suite, cri?? che, cafi?? and function rooms. Activities: 1. Fun Swims: for ages 16 & under. Watery fun and games at these special sessions with inflatables and floats (Resource: Swim centre leaflet).
Cri che: for children under 5 years of age. There are lots of toys and soft play equipment for your child to enjoy (Resource: Swim centre leaflet). Fit local marketing environment: The Swim Centre takes advantage of superiorities to develop this local leisure market in the Hatfield. Firstly, it is located in town center, so it is very convenient to reach. Secondly, the price of ticket is not expensive; therefore, it has not serious affect during the period of economic recession. Finally, it provides a wide variety of activities and can enjoy activities with families and friends.