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Table of Contents 1.0 Part 1 2 1.1 Background 2 1.2 Competitor analysis 2 1.3 SWOT Analysis 3 1.4 Current strategy 4 1.5 Evaluation of strategy 5 2.0 Part 2 6 2.1 Problem more defined 6 2.2 Two Solutions 6 2.2.1 Solution 1- A Marketing Strategy- Focus on the 7 P’s 6 2.2.2 Solution 2- A Brand Orientation Strategy 8 2.3 Recommendation 10 References Appendix A SWOT Analysis Appendix B Current Initiatives Undertaken by the USC in Relation to the 7 P’s Appendix C Recommendations for Expansion of the Marketing Mix Appendix D The Brand Hexagon 1.0 Part 1 United Service Club 1.1 Background United Service Club (USC) was established in 1892 solely for the Officers of the Queensland Defence Force. Today the club invites people who possess a non-military background and currently 50% of the members in the club have a non-military background. The club is strictly for ‘members only’ and a dress code applies. After World War II USC saw a great increase in members. During the 1970’s non-military members were allowed to join but the response was not as great as hoped for. In the past eleven years membership numbers have dropped continuously. Currently USC has 2000 members, however the