3. Choosing a strategic option for growth
Increasing youth membership in your association requires a strategic approach. In terms of target market, your association needs to carefully examine two strategic options.
The purpose of this chapter is to examine what these are, their implications and what needs to be taken into account in order to make an appropriate strategic choice.
Table of content
- Introduction
- Expanding within... reaching out
- Making a strategic decision
- Summary
Summary
Long-term growth requires considering the strategic options of expanding within (your traditional target youth population) or reaching out (to new segments of the youth population). While reaching out will have the greatest impact in terms of meeting needs in society, the changes required may be more radical and challenging. Either option requires a serious analysis of where your association is now, where it wants to go and how it intends to get there
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