The main objective of the project is to investigate a sport, recreation, or even

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The
main objective of the project is to investigate a sport, recreation, or event
organization’s marketing strategies and activities (e.g., advertisements,
personal selling techniques, sales promotions, public relations, and
sponsorship agreements) by analyzing its market segments and target markets and
by evaluating the effectiveness of the organization’s marketing strategies and
activities. Through this project, students will be able to identify and
evaluate market segments and target markets of their chosen organizations.
Students will also be able to compare and evaluate marketing strategies and, in
turn, develop effective marketing strategies and tactics that will improve the
marketing efforts of target organizations. The
project consists of three key parts. First, the paper should include some key information
about the organization in general (e.g., who the company is, where it is
located, what product(s) it provides to its consumers, what market sector it is
in, etc.). Second, you should conduct a SWOT analysis for your target
organization and a competitor SWOT analysis, along with brief background
information and justification for selecting the competitor as a major
competitor (e.g., who the competitor is, how it is doing its business, whom it
is targeting, how effective it is in terms of attracting customers, etc.). You
should also identify the target organization’s target markets and its marketing
and promotional strategies as well as their effectiveness based on your
marketing research (i.e., detailed explanation on and evaluation of marketing
and promotional strategies and activities with supporting evidence). Finally,
based on your evaluation, provide or suggest TWO marketing and promotional
strategies or activities that you think may improve the organization’s
marketing effectiveness (please include a brief justification why they are good
strategies).
Point Breakdown and
Suggested Template
1. Title
Page and Table of Contents (5
pts)
·
Create a title page following the APA style
and format.
·
Include section title and subtitle of your
text and page numbers.
2. Introduction
and Background Information (15
pts)
·
Provide a brief background information about
your target organization.
·
Where it is located, how long it has been
in the industry, who the CEO or founder is, what products it offers, etc.
3. Environmental
Analysis (20
pts)
·
SWOT
Analysis: Examine and discuss the target organization’s strengths and
weaknesses and their impact on the current and future marketing efforts (i.e., strength,
weakness, opportunity, and threats).
·
Competitor
Analysis: An important component of environmental analysis will be a competitor
analysis. Knowledge of competitors is critical in designing effective marketing
strategies. It is important to understand what the competitors are doing even
if you believe they are wrong. You need to identify one primary competitor and
describe how it is doing, whom it is targeting, how effective it is in terms of
attracting and maintaining customers, etc. Make sure to describe the primary
competitor’s marketing strategy and evaluate its strengths and weaknesses (SWOT
analysis of your competitors). Also, compare your organization to that of your
competitor.
1. Target
Market Analysis (20
pts)
·
Identify the target organization’s current
market segments and target market(s) and explain some characteristics (e.g., demographics,
socioeconomic status, psychographic information – why consumers participate,
attend, or purchase the target organization’s product(s), etc.).
2. Marketing
Strategy Analysis (30
pts)
·
Identify the target organization’s
marketing strategies and activities and evaluate their effectiveness.
·
Do you think they are effective? If so,
why? If not, why not? (you should collect information and make inference based
on what you have found).
·
Provide TWO CREATIVE ideas (proven or not
yet proven) that you think may improve the target organization’s marketing
effectiveness (include brief justification why they are good strategies).
3. Appendices
& References (5
pts)
·
Include any information you feel the
reader should have but not critical to put in the body of your analysis (e.g.,
any tables or figures you may use to present information, research data,
statistical information, etc.).
·
Include a bibliography of any sources you
referenced in your text (make sure to put everything in APA format, including
in-text citations).
4. Organization
& Formatting (5
pts)
·
Use of the template provided
·
Grammatical errors and typos
·
Readability of texts
·
Use of formal and scientific language
Instructions
Please
use this template for the Sport Marketing Case Analysis paper, along with the
guideline that I provided on Canvas. The following are the contents that I
expect you to include.
1. Title
Page and Table of Contents (5 pts)
2. Introduction
and Background Information (15 pts)
3. Environmental
Analysis (20 pts)
·
SWOT Analysis
·
Competitor Analysis (Competitor SWOT)
4. Target
Market Analysis (20 pts)
5. Marketing
Strategy Analysis (30 pts)
·
Identifying the target organization’s
current marketing strategies and activities and evaluating their effectiveness.
·
Developing and discussing TWO CREATIVE
ideas (proven or not yet proven) that you think may improve the target
organization’s marketing effectiveness
6. Appendices
& References (5 pts)
·
Tables, figures, research data,
statistical information, etc.
·
Bibliography of any sources you referenced
in your text, including in-text citations (following the APA
format)
7. Organization
& Formatting (5 pts)
The
following pages are the template that I expect you to use. You should DELETE
this instruction section when you finalize your paper. The template provides
the overall organization and style of the final paper. It also includes my
expectations for each section/part, as well as the required contents.
Table
of Contents
Introduction
x
Environmental
Analysis
x
SWOT
Analysis
x
Competitor
SWOT Analysis
x
Target
Market Analysis
x
Market
Segments
x
Target
Markets
x
Marketing Strategy
Analysis
x
Current
Promotional Strategies
x
Proposed
Promotional Strategies
x
References
x
Appendices (if any
(optional); please delete these texts in the final paper)
x
References
Please
break a page before listing references. Include a bibliography of any sources
you referenced in your text (make sure to put everything in APA format).
Refer
to the following link: APA
Formatting & Style Guide.

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