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As a teenager, I had a lot of trouble trying to find my place in the world. When your value structure is still forming, and you are not sure what goals are worth to peruse, it is very easy to fall victim to the temptations that surround you. When many of my classmates and friends experimented with alcohol and embraced a generally unhealthy lifestyle, I did not know whether I should be like them or do something else. Trying to find the answer looking at the older generation did not help much too. Most of the adults around me also had a lot of unhealthy habits, dysfunctional relationships, and unfulfilling jobs. With all the uncertainty about my real values and goal, it took me a lot of time to finally realize the importance of a healthy lifestyle and find my passion in life.
Teenagers nowadays also feel lost and do not know what they should do. Uncertainty about the future and lack of motivation are associated with anxiety, and this problem affects a significant portion of teenagers in the world (Swan & Kendall, 2016). Creating an educational program that will guide young people through this period will help them to avoid a lot of trouble in their future life.
Strong-Up Project is a complex online program that is aimed at providing educational and motivational content for teenagers. The target market for this program is young people from the age of fifteen to nineteen, who are struggling to find themselves in life and feel anxious about the future. Understanding the needs of the target audience and the economic and cultural specifics of their behavior is critical for effective marketing complain (Marshall & Johnston, 2019). The program will help the audience to improve their life by providing complex guidance in different domains of life, including a healthy lifestyle, setting goals for education, sport, and self-improvement.
It is essential to target different facets of teenage life as they are closely connected to one another. A study of Spanish teenagers suggests strong relationships between physical activity and factors like healthy eating habits, academic success, and alcohol use (Grao-Cruces, Nuviala, Fernández-Martínez, & Martínez-López, 2015). Sport and physical activity have been shown to improve cognitive ability (Etnier et al., 2016). Beliefs and attitudes of teenagers are correlated with alcohol, cigarettes, and substance use (Hansen & Hansen, 2016). Research of programs that promote alcohol literacy and healthy life choices can be effective when they take into consideration the cultural context and the audience (Gordon, Howard, Jones, & Kervin, 2016). Thus, Strong-up Project can make a difference in the lives of teenagers, helping them to address the most important problems of their age.
SWOT analysis is a framework that is used to evaluate the market and determine the strengths and weaknesses of the product (Gürel & Tat, 2017). The main weakness of the project is the fact that teenagers have relatively low purchasing power as most of them do not have a regular income. Teenagers spend a substantial amount of their time on the internet and are inclined to use social networks and share information (Yonker, Zan, Scirica, Jethwani, & Kinane, 2015). These facts suggest that most of the content should be available for free and monetized via advertisements on the website and in videos. The program should be marketed primarily by means of social media as it is the fastest and most effective way to reach the target audience (Felix, Rauschnabel, & Hinsch, 2017). Porters five forces model is a tool that allows analyzing the competitive environment in the market (Aithal, 2017). This framework shows that the environment is beneficial for the program, as there are no direct competitors or substitution products.
References
Aithal, P. S. (2017). Industry AnalysisThe First Step in Business Management Scholarly Research. International Journal of Case Studies in Business, IT and Education (IJCSBE), 1(1), 1-13.
Etnier, J. L., Wideman, L., Labban, J. D., Piepmeier, A. T., Pendleton, D. M., Dvorak, K. K., & Becofsky, K. (2016). The effects of acute exercise on memory and brain-derived neurotrophic factor (BDNF). Journal of Sport and Exercise Psychology, 38(4), 331-340.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Grao-Cruces, A., Nuviala, A., Fernández-Martínez, A., & Martínez-López, E. J. (2015). Relationship of physical activity and sedentarism with tobacco and alcohol consumption, and Mediterranean diet in Spanish teenagers. Nutrición Hospitalaria, 31(4), 1693-1700.
Hansen, W. B., & Hansen, J. L. (2016). Using attitudes, age and gender to estimate an adolescents substance use risk. Journal of childrens services, 11(3), 244-260.
Gordon, C. S., Howard, S. J., Jones, S. C., & Kervin, L. K. (2016). Evaluation of an Australian alcohol media literacy program. Journal of studies on alcohol and drugs, 77(6), 950-957.
Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International Social Research, 10(51), 994-1006.
Marshall, G. & Johnston, M. (2019). Marketing management (3rd ed.). New York, NY: McGraw-Hill Education
Swan, A. J., & Kendall, P. C. (2016). Fear and missing out: Youth anxiety and functional outcomes. Clinical Psychology: Science and Practice, 23(4), 417-435.
Yonker, L. M., Zan, S., Scirica, C. V., Jethwani, K., & Kinane, T. B. (2015). Friending teens: systematic review of social media in adolescent and young adult health care. Journal of Medical Internet Research, 17(1), Web.
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