In a bid to improve the physical activity levels of older Queenslanders, particularly before the Baby Boomers generation swell the percentage of the population that is over 50, the Queensland Government decided to implement the program known as ‘Active Ageing Queensland’.
After reading the case, and thinking back to the ‘Marketing Myopia’ article by Levitt last week, do you think this case study suggests another possible industry that sport could position itself within?
The case study suggests that typically, older Queenslanders were not engaging in competitive sport for various different reasons, but were preferring to engage in other lighter activities such as reading. Despite this, there was still a large percentage of older Queenslanders who were engaging in exercise for the purpose of keeping fit. This could suggest that there is a market in which competitive sports have the opportunity to market towards older generations to help them keep fit but also provide regular, structured competition for them.
The case gives us a general situation analysis, what are your first impressions of who the target markets might be? Why?
Upon first impression, the case study suggests the target markets are people aged 50+ or people who will be aged 50+ in the near future. More specifically, it suggests the target markets are those over 50 who aren’t physically active or as physically active as they would like to be. This appears to be the suggested target market as the aims of the program are to introduce a greater amount of programs for older people to become physically active.
We have already been given some objectives, what are your first impressions of the strategies that can be used to meet these objectives?
My first impression of some strategies which may meet the objectives include encouraging individual competitive sports to design modified versions of their game to meet the needs of older people. Having age specific modifications for the elderly would, similarly for younger people, give them the confidence to join in and perhaps overcome the perceived fear of not being able to keep up or being embarrassed by younger ages.
Sarah Francis 