Corporate Communication Facing Organisational Issues

Question: Describe about the Corporate Communication for Facing Organisational Issues. Answer: Introduction Moortown Sports and Leisure Centre is one of the emerging service-providing organizations in Australia , and as a sport and leisure centre the organization has huge prospect in future. However, the organization is encountering a few challenges at present and hence it is important to solve these challenges, so as to ensure the successful growth of the organization. Analysis of current issues of Moortown sports and leisure centre The organization is currently facing a few serious issues, which if is left untreated it can pose a serious threat to the growth of the organization in near future. One of the major problems is that the organization is not big enough to accommodate the huge rush, and during the period of 12 Pm to 2 PM, there is a huge turn up. The crowd is not at all desirable for the visitors, and a few people have also complained that they are unable to enjoy the swimming session, or even sports activities owing to the huge turn up of people. The next major problem the organization is encountering is that although the organization offers a variety of services to the consumers, yet a huge number of people are unaware of it. As a result the number of consumers and especially loyal consumers is very low. The organization relies mostly on flyers and newspapers, for the purpose of advertising its service. However, as a result, the organization fails to promote its service to a huge number of consumers, as clutter is a major challenge here. Standing out from the crowd and connecting with the consumers on a personal level, is getting tougher. Further, since a huge number of workers work on part-time basis, they are losing enthusiasm to help the organization achieve its goal through their dedication and efforts. Staff: The staffs of the Moortown Sport and Leisure Centre, are a booking agent, two gym trainers, a fitness trainer, two therapists, two sports coaches and a cleaner. However, the centre does not have a single cleaner, and it is likely to prove disadvantageous for the future growth of the organization. It should be remembered that maintaining cleanliness in a sport and leisure centre must be on the top of the to-do list, and regular cleaning of the changing room or the swimming pool is absolutely required. Further, around 27 Moortown University students are being hired for the purpose of serving the regular needs of the organization. Booking The booking is done via offline method. The interested people can contact the responsible person, and can book the venue for his chosen activity, and he is usually given the time as per his preference and convenience. However, since the booking system is not performed via online method, it often happens that the booking agent is unable to stay well-informed about the number of bookings done a single day, as a result of which often a huge crowd turns up on a single day (Orttunget al. 2013)). Budget The current budget of the organization is not too high. This is because, the organization does not have a huge number of employees, and even those who are hired by the organization, mostly work on part-time basis. The staffing cost is approximately $5600, while the repair and maintenance cost is $2500; the organization spends approximately$ 75000 for the purpose of administration and internal management. Last but not the least, the advertisement cost sums up to $250 (Hollensen 2015). Advertisement At present, the organization employs traditional print media tools such as flyers and newspapers, for the purpose of promoting its name. However, although this form of advertisement helps the organization enjoy position flexibility, this form of advertisement is not at all beneficial, as it does not help in target marketing, nor does it provide the benefit of unlimited exposure (West and Ibrahim 2015). Operation The organization remains open for a long span of time, from 6 AM to 10Pm. In between this time period, anyone can book any of his activities, and booking is done usually a day before. One can opt for multiple activities in a single day, and the activities include going to a swimming pool, relaxing near a leisure pool, enjoying spa and therapy treatments, or even participating in fitness training programs. In addition, one can also buy and enjoy beverages, such as coffee or drinks, at reasonable rates. Suggestion/recommendation The organization should introduce an online mode of booking, whereby the interested people can easily book a wide range of activities online. In order to book online for any kind of activity, the interested people have to visit the official website of the organization, whereby they will get the opportunity to choose a variety of activities available at a variety of packages. Besides, the most attractive part of the booking system is that in case an individual is unable to come on a specific day, he can also cancel his activities with the touch of a button (Wang et al. 2015). It has been observed that the organization mostly relies on traditional forms of advertisement that hardly helps the organization gain sufficient recognition among the public. The organization must resort to social media marketing strategy, as interacting with the consumers or sharing content via Facebook or Twitter can become instantly viral (Okazaki et al. 2013). Further, social media marketing tools also enabl e an organization understand the target group of consumers more effectively (Tuten and Solomon 2014). The organization needs to hire fill-time staffs, as hiring employees on part-time basis will fail to motivate them to work towards a common goal. Besides, the organization does not hold interactive sessions or group meetings with the employees, and this can turn out to be a disadvantage, as communicating the mission and vision, and the strategic plans to the employees is absolutely imperative (Argenti 2015). Conclusion To conclude, it must be remembered that the organization has a huge future prospect, only if the suggestions and the recommendations are being taken seriously. It is undeniable that the organization largely lacks in a strategic planning method, the implementation of which is dependent on communicating the proposed ideas to the employees. With the successful formulation and implementation of the plans, the organization can earn huge recognition in future. Reference List: Argenti, P.A., 2015.Corporate communication.McGraw-Hill Higher Education. David, F. and David, F.R., 2016. Strategic Management: A Competitive Advantage Approach, Concepts and Cases. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical challenges and future directions.International marketing review,30(1), pp.56-71. Orttung, M., Chen, J., Mah, A. and Herrmann, M., Rearden Commerce Inc., 2013.Customer satisfaction in booking process.U.S. Patent 8,484,088. Tuten, T.L. and Solomon, M.R., 2014.Social media marketing.Sage. Wang, L., Law, R., Guillet, B.D., Hung, K. and Fong, D.K.C., 2015. Impact of hotel website quality on online booking intentions: eTrust as a mediator.International Journal of Hospitality Management,47, pp.108-115. West, D., Ford, J. and Ibrahim, E., 2015.Strategic marketing: creating competitive advantage. Oxford University Press