The Commonwealth Games
| Report toThe Commonwealth Games Organizing Committee | Assessment of Macro-Environment Forces&Marketing Mix | | | 29th November 2010 |
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* INTRODUCTION
This report aims to assess the impact of macro-environmental forces on the credibility of the recent Commonwealth Games held in Delhi, India and provide recommendations on strategic marketing improvements that could be made in the delivery of future international sporting events. In doing, this report shall make reference to the seven P’s of the marketing mix strategic marketing tool.
This report is intended for the sole use of the Organizing Committee to the 19th Commonwealth games in India and should not be distributed further without prior consent.
MACRO ENVIRONMENTAL FORCES
The 19th Commonwealth Games held in Delhi, India and the country expected two million tourists as well as about 10,000 athletes from 71 teams representing 54 Commonwealth member states for the Games which played between 3- 14 October 2010.1 In preparation, the Indian government dedicated a big budget of over US$1.6 billion, the largest yet for any Commonwealth Games, to prepare the infrastructure and facilities for the games.2 The 2010 commonwealth games was to be the biggest sports event that India had ever hosted, and considered to be a big opportunity to enter the world stage for the hosting of other sports events such as the Olympics and football World cup. But what went wrong and now it is still considered as if it is a failure or a success.
As organizations such as Commonwealth Games are affected by macro environment factors which cannot be controlled by the organizations themselves, this case will be analyzed in terms of the macro environmental factors. These factors are changing constantly and organizations should be able to adapt to these changes to be successful in markets. These factors can be listed as political, economic, socio-cultural, technological, environmental and legal. The
|
* INTRODUCTION
This report aims to assess the impact of macro-environmental forces on the credibility of the recent Commonwealth Games held in Delhi, India and provide recommendations on strategic marketing improvements that could be made in the delivery of future international sporting events. In doing, this report shall make reference to the seven P’s of the marketing mix strategic marketing tool.
This report is intended for the sole use of the Organizing Committee to the 19th Commonwealth games in India and should not be distributed further without prior consent.
MACRO ENVIRONMENTAL FORCES
The 19th Commonwealth Games held in Delhi, India and the country expected two million tourists as well as about 10,000 athletes from 71 teams representing 54 Commonwealth member states for the Games which played between 3- 14 October 2010.1 In preparation, the Indian government dedicated a big budget of over US$1.6 billion, the largest yet for any Commonwealth Games, to prepare the infrastructure and facilities for the games.2 The 2010 commonwealth games was to be the biggest sports event that India had ever hosted, and considered to be a big opportunity to enter the world stage for the hosting of other sports events such as the Olympics and football World cup. But what went wrong and now it is still considered as if it is a failure or a success.
As organizations such as Commonwealth Games are affected by macro environment factors which cannot be controlled by the organizations themselves, this case will be analyzed in terms of the macro environmental factors. These factors are changing constantly and organizations should be able to adapt to these changes to be successful in markets. These factors can be listed as political, economic, socio-cultural, technological, environmental and legal. The
References: 1. ‘India fears Commonwealth Games venues will not be ready’ The Economic Times (31 May, 2010) 2 5. Commonwealth Games 2010: Venue 'ready ' for athletics, www.bbc.co.uk (6 Oct,2010) 6 7. ‘Commonwealth Games organizers suspected of corruption’, hurriyetdailynews (3 Aug, 2010) 8 9.www.thetelegraph.co.uk , Jacquelin Magnay (10, Oct, 2010) 10 * BIBLIOGRAPHY Principles and practice of marketing, Jim Blythe (30.04.2009)