How to solve the problem at Thornbridge Outdoors

To increase the knowledge of Thornbridge Outdoors advertising will be used. This is a key way to promote them. Following is a quote explaining what promotion does:

‘Promotion provides awareness and seeks to attract customers to a particular service or product,’ (Torkildsen, 2005, page 429).

As explained in the SWOT analysis in the third blog, there are various ways to advertise including posters, brochures, media, leaflets, newspapers and the internet. As Thornbridge Outdoors only advertises through leaflets they aren’t taking advantage of this. This is why most of their custom comes from schools rather than families or other groups of people. According to Torkildsen, 2005, to ensure that advertising is effective you should ensure that it answers all of the questions stated below:

• Is it eye-catching?
• Is the layout attractive?
• Does the headline stimulate the reader to proceed further?
• Does it provide adequate information?
• But at the same time, is the message clear and simple?
• Is the text persuasive and credible?
• Does the advertisement create a favourable public image of the organisation?
• Does it use corporate style: colour, typeface, logo, etc.?

They should make sure that any form of advertising answers all of the questions stated above. As many forms of advertising should be used as possible, although cost should be taken into account as advertising through the local newspaper will be more expensive than handing out leaflets. Ideal things to do would be to put posters in cycling shops, at camping sites and at local places of interest. Another thing that could be done is advertising through leaflets at more places as well as through the local newspaper if funds are available.

Once seeing advertising of Thornbridge Outdoors the reader would be likely to look at the website, as this should be stated on the advertisement, so it should be made to look exciting and appealing to make the them want to come. They should make booking accommodation and coaching sessions available online as well to make the business appear up to date.

For ideas from myself or members of staff to be taken on board and used management must have a consultive leadership style. This means that they should listen to ideas from members of staff on how to improve the business (Weinberg & Gould, 2007). Being willing to listen to employees is a good trait of being a good leader. Leadership is:

‘the behavioural process of influencing individuals and groups toward set goals,’ (Barrow, 1977, page 232).

This would increase the knowledge and popularity of Thornbridge Outdoors which would help to increase custom and profit.
　
Bibliography

Barrow, J. (1977). The variables of leadership: A review and conceptual framework. Academy of Management Review, 2, 232.

Torkildsen, G. (2005). Leisure and recreation management. 5^th ed. New York: Routledge Taylor and Francis group.

Weinberg, R.S., & Gould, D. (2007). Foundations of Sport and Exercise Psychology. 4^th ed. USA: Human Kinetics.