Miami Dolphins Marketing Plan
Miami Dolphins Marketing Plan
Sports Marketing
Spring 2014’
Internal Analysis
The Miami Dolphins are a professional American football team based in the Miami metropolitan area. The team is part of the AFC East, or American Football Conference's East Division, in the National Football League (NFL). The Dolphins play their home games at Sun Life Stadium in the northern suburb of Miami Gardens, and have their headquarters in Davie, Florida. The Dolphins are one of the oldest NFL franchises of the South and Miami is the oldest AFC team in that region. In their early start of 1966, the Dolphins quickly became one of professional football’s winning team. Shortly after their start the Dolphins won two Super Bowls back to back in 1972 and 1973, but the teams record has suffered in the past few years and this has caused poor attendance to the games. In the 2001-2002 season, the team brought in an average of 73,470 fans to watch home games, the seventh highest in the NFL. By the 2011-2012 season, that figure dropped to 60,866, the fifth lowest.
External Analysis The Miami Dolphins have an advantage of being in such a densely populated region of Miami, so attracting a large fan base in theory should not be difficult. Amongst other sports teams in Miami there is the Miami Heat professional basketball team, the University of Miami Hurricanes College football team and the Florida Panthers hockey team. Yet the biggest competition that the Dolphins face is the Miami Heat who has won two consecutive championships and have very exclusive star players, this is also a disadvantage to the Dolphins because they share part of their season with the Miami Heat.
SWOT Analysis
Strengths
Sunlife Stadium where the Dolphins play is in an accessible location.
There are enough parking spaces to park cars.
The Miami Weather.
Weaknesses
The teams record has not been very good in the past few seasons.
Poor attendance from fans.
Team management.
Opportunities
Sports Marketing
Spring 2014’
Internal Analysis
The Miami Dolphins are a professional American football team based in the Miami metropolitan area. The team is part of the AFC East, or American Football Conference's East Division, in the National Football League (NFL). The Dolphins play their home games at Sun Life Stadium in the northern suburb of Miami Gardens, and have their headquarters in Davie, Florida. The Dolphins are one of the oldest NFL franchises of the South and Miami is the oldest AFC team in that region. In their early start of 1966, the Dolphins quickly became one of professional football’s winning team. Shortly after their start the Dolphins won two Super Bowls back to back in 1972 and 1973, but the teams record has suffered in the past few years and this has caused poor attendance to the games. In the 2001-2002 season, the team brought in an average of 73,470 fans to watch home games, the seventh highest in the NFL. By the 2011-2012 season, that figure dropped to 60,866, the fifth lowest.
External Analysis The Miami Dolphins have an advantage of being in such a densely populated region of Miami, so attracting a large fan base in theory should not be difficult. Amongst other sports teams in Miami there is the Miami Heat professional basketball team, the University of Miami Hurricanes College football team and the Florida Panthers hockey team. Yet the biggest competition that the Dolphins face is the Miami Heat who has won two consecutive championships and have very exclusive star players, this is also a disadvantage to the Dolphins because they share part of their season with the Miami Heat.
SWOT Analysis
Strengths
Sunlife Stadium where the Dolphins play is in an accessible location.
There are enough parking spaces to park cars.
The Miami Weather.
Weaknesses
The teams record has not been very good in the past few seasons.
Poor attendance from fans.
Team management.
Opportunities