Ped 240 Week 4 Sports Marketing Case
PED 240- Sport marketing
Case Study and Final- Spring 2012
This is a individual assignment! All work is to be done on your own. Collaborations with other members of the class will be considered a violation of the HU Code of Conduct. Violations will result in a F for the course and referral to the judicial system. * This assignment must be double-spaced. * The written text should be a minimum of 5 pages. * You may also use graphics to supplement your written presentation.
Due by Thursday 4/19 at 11:00 am. Turn in through blackboard assignments only. Late work will not be accepted.
Branding USATF ATHLETES
Introduction and Problem * Arionne Allen from Max Siegel, Inc. has hired you as a consultant for their new …show more content…
marketing contract with USA Track & Field. Siegel has stated that a significant part of his focus will be “building the brands of track and field athletes.” The ultimate goal for the USATF is to increase revenue through sponsorship and broadcast rights. The USATF would like to reposition as a perennial focus rather than just every four years for the Olympics. Arionne needs you to select two current USATF athletes with potential for the London Olympics and develop a plan to “build their brands” over the next 8 months until the Olympics.
Answer all questions below and label by #. Do not write as a straight narrative. Include graphics and tables to enhance data and document. Top finals will be submitted to Max Siegel, Inc. *
LaShawn Merritt & LoLo Jones
Tasks:
1.
(25 pts) Analyze the Market & the Product- Refer back to the discussion of a SWOT analysis in course documents A. Do a thorough SWOT analysis related to your two athletes as a sport product. B. List at least four ideas for each of the four components and fully explain each. 2. (20 pts) Local Markets
A. Could your two athletes be successful in developing a fan base in your community / hometown- Do you think this is a wise business decision to pursue? Why or why not? I believe both of my athletes have a good chance at building a strong fan base in Virginia. Since Lashawn Merritt is originally from Suffolk Va he already has a deep rooted fan base in the 757. Plus with the two gold medals he won at the last Olympic games Lashawn is already cemented as a local legend. LoLo on the other hand is a fairly new athlete on the national scene. It would be a little harder for her to win over the crowd, especially since Va is known for putting out a plethora of local talent. In order for LoLo to win over the crowd she would have to strap up here NIKES and let her times on the track do the talking for her. B. From the demographic data in your hometown (Cite #s and source), what can I infer as far as whether your hometown would be a successful location for marketing? Fully explain your answer. C. From chapter 4, explain specifically how three of the environmental and individual factors (for a total of 6) will
impact interest from your community.
3. (20 pts) Branding- A. What is the current Brand for your athletes? How would you improve their brand awareness and improve positive brand associations? List and explain one specific marketing mix strategy including why it will be successful for each of the five Ps. 4. (10 pts)What is “grassroots marketing” ? Give two detailed examples of how you would utilize this concept for the USATF athletes
5. (10 pts) New/ Social Media - A. Evaluate your USATF athletes’ presence on the USATF website as well as on all social media (facebook, twitter, you tube, etc. )on usability, attractiveness and interactiveness- what are the strengths, and what improvements would you make. B. Try out and evaluate the social networking opportunities related to your athletes- Who (segments, demographics, where are they on the escalator concept discussed in chapter 2) is utilizing the social networking? Is this effective marketing and why? How would you improve these options? How do I get more fans to utilize the social networking options? How would I employ social media as part of USATF’s branding efforts ) What are people saying about your athletes online and in social media? How do I increase the online conversation and ensure it is positive?
6.. (15 pts) What is the most important thing you learned from this class? If you were teaching it next semester, what would you do differently to ensure a higher level of learning?
Case Study and Final- Spring 2012
This is a individual assignment! All work is to be done on your own. Collaborations with other members of the class will be considered a violation of the HU Code of Conduct. Violations will result in a F for the course and referral to the judicial system. * This assignment must be double-spaced. * The written text should be a minimum of 5 pages. * You may also use graphics to supplement your written presentation.
Due by Thursday 4/19 at 11:00 am. Turn in through blackboard assignments only. Late work will not be accepted.
Branding USATF ATHLETES
Introduction and Problem * Arionne Allen from Max Siegel, Inc. has hired you as a consultant for their new …show more content…
marketing contract with USA Track & Field. Siegel has stated that a significant part of his focus will be “building the brands of track and field athletes.” The ultimate goal for the USATF is to increase revenue through sponsorship and broadcast rights. The USATF would like to reposition as a perennial focus rather than just every four years for the Olympics. Arionne needs you to select two current USATF athletes with potential for the London Olympics and develop a plan to “build their brands” over the next 8 months until the Olympics.
Answer all questions below and label by #. Do not write as a straight narrative. Include graphics and tables to enhance data and document. Top finals will be submitted to Max Siegel, Inc. *
LaShawn Merritt & LoLo Jones
Tasks:
1.
(25 pts) Analyze the Market & the Product- Refer back to the discussion of a SWOT analysis in course documents A. Do a thorough SWOT analysis related to your two athletes as a sport product. B. List at least four ideas for each of the four components and fully explain each. 2. (20 pts) Local Markets
A. Could your two athletes be successful in developing a fan base in your community / hometown- Do you think this is a wise business decision to pursue? Why or why not? I believe both of my athletes have a good chance at building a strong fan base in Virginia. Since Lashawn Merritt is originally from Suffolk Va he already has a deep rooted fan base in the 757. Plus with the two gold medals he won at the last Olympic games Lashawn is already cemented as a local legend. LoLo on the other hand is a fairly new athlete on the national scene. It would be a little harder for her to win over the crowd, especially since Va is known for putting out a plethora of local talent. In order for LoLo to win over the crowd she would have to strap up here NIKES and let her times on the track do the talking for her. B. From the demographic data in your hometown (Cite #s and source), what can I infer as far as whether your hometown would be a successful location for marketing? Fully explain your answer. C. From chapter 4, explain specifically how three of the environmental and individual factors (for a total of 6) will
impact interest from your community.
3. (20 pts) Branding- A. What is the current Brand for your athletes? How would you improve their brand awareness and improve positive brand associations? List and explain one specific marketing mix strategy including why it will be successful for each of the five Ps. 4. (10 pts)What is “grassroots marketing” ? Give two detailed examples of how you would utilize this concept for the USATF athletes
5. (10 pts) New/ Social Media - A. Evaluate your USATF athletes’ presence on the USATF website as well as on all social media (facebook, twitter, you tube, etc. )on usability, attractiveness and interactiveness- what are the strengths, and what improvements would you make. B. Try out and evaluate the social networking opportunities related to your athletes- Who (segments, demographics, where are they on the escalator concept discussed in chapter 2) is utilizing the social networking? Is this effective marketing and why? How would you improve these options? How do I get more fans to utilize the social networking options? How would I employ social media as part of USATF’s branding efforts ) What are people saying about your athletes online and in social media? How do I increase the online conversation and ensure it is positive?
6.. (15 pts) What is the most important thing you learned from this class? If you were teaching it next semester, what would you do differently to ensure a higher level of learning?