Sport Marketing Case Analysis Template for RESM 4250

1 RESM 4250 Sport Marketing Case Analysis Template 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.

2 RESM 4250 Sport Marketing Case Analysis Your Target Organization Your name Date

3 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

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4 Introduction Provide brief background information about your target organization: location, brief history and evolution, CEO, founder, or management, core products, etc. Please do not write more than one page (one or two paragraphs are enough). When you start a new paragraph, make sure to indent one inch. Environmental Analysis SWOT Analysis Examine and discuss the target organization’s strengths, weaknesses, opportunities, and threats. Please recall that the strengths and weaknesses are controllable factors within the organization. An organization must evaluate its own strengths and weaknesses based on the internal contingencies. Conversely, the opportunities and threats are assessed as a result of the external contingencies found in the marketing environment. These elements may be beyond the control of the organization. More importantly, strengths or opportunities sometimes can also be weaknesses or threats, respectively, depending on how you view them. Please remember that SWOT should always provide support (i.e., scientific evidence) for why you think something is a strength, weakness, opportunity, or threat. Please search for reliable information (e.g., news articles, industry reports, trade association periodicals, academic journals, statistical data, etc.) that could support your reasoning. Please make sure to identify and discuss at least TWO SWOT items for each category (i.e., two strengths, two weaknesses, two opportunities, and two treats). If you wish to reduce the length of the text, you may want to create a table and include it at the end of the text. Here’s an example table: Table 1

5 SWOT Analysis of Target Organization Strengths  Strength 1  Strength 2 Weaknesses  Weakness 1  Weakness 2 Opportunities  Opportunity 1  Opportunity 2 Threats  Threat 1  Threat 2 Note . Please feel free to edit the table. Please refer to the following link: APA tables & figures . Competitor SWOT Analysis Another important component of environmental analysis is competitor analysis. Knowledge of your 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. Please identify one primary competitor and search for information regarding its organizational profile, target market(s), current marketing strategies, etc. Then, conduct another round of SWOT analysis of your competitor (i.e., competitor SWOT analysis). After conducting a competitor SWOT analysis, please briefly compare your target organization and its major competitor. Again, you may want to create a table and include it as an appendix to reduce the length of the text. The ‘Environmental Analysis’ section should be NO LONGER THAN TWO PAGES (EXCLUDING any tables). No bullet points are allowed. Instead of using bullets, please create a table and include it at the end of the text (if you want). Target Market Analysis Market Segments Please identify and list at least five (5) key market segments. When conducting market segmentation, I expect you to apply and combine two or more segmentation bases to identify

6 more meaningful market segments. Again, no bullet points are allowed. Please briefly explain what market segmentation bases you used to identify key market segments. For instance, the first key market segment of the UNT Women’s Soccer team is Greek Life students (i.e., fraternities and sororities) who want to spend their time with members by using demographic, psychographic, and benefits segmentation bases. The second market segment is xxx. And so on. Target Markets After identifying at least five key market segments using more than two segmentation bases, please select the two most important market segments as your target markets, considering the products and services UNT Soccer provides. Please make sure to evaluate the two target markets you selected based on the criteria (sizable, reachable, measurable, and behavioral variation). Please use marketing research (i.e., supporting references and scientific evidence) to support your evaluation of the two target markets. The ‘Target Market Analysis’ section should be AROUND ONE PAGE, BUT NO LONGER THAN TWO PAGES. Marketing Strategy Analysis Current Promotional Strategies Please search for as many promotional activities as possible your target organization is currently doing. As you recall, your target organization may be exercising various promotional activities: advertising, personal selling methods (e.g., cold-calls, retail selling, door-to-door selling, etc.), sales promotions (e.g., giveaway items, special events, pregame shows, halftime shows, discounts, coupons, contest, etc.), public relations (e.g., newsletters, social media posts, brochures, catalogs, press conference, community relations programs, etc.), and sponsorship or

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7 partnership with other organizations. No bullet points are allowed. Instead of using bullets, please create a table and include it at the end of the text (if you want). Once you identified all promotional activities and programs of your target markets, please articulate what and how various promotions fit into the two different target markets you identified previously. To evaluate the effectiveness and appropriateness of your target organization’s promotional strategies, use the information you collected from the competitor SWOT analysis (or search for more information about your major competitor). Then, compare the two organizations’ promotional strategies and explain whether your target organization is doing a good enough job of promoting its products. Proposed Promotional Strategies Based on what you have learned and found about your target organization, please develop TWO creative promotional ideas that could assist your target organization in achieving its marketing objectives and goals effectively. While your promotional ideas should be creative and unique, they also should be realistic. You should articulate products you are offering, two target markets you selected, and promotional strategies and tools for each promotional idea. Please make sure that each target market has a unique and different promotional idea/strategy. In other words, you should develop one promotional strategy/idea (4 Ps; product, place, promotion, and price) for each target market. Finally, briefly explain why you think your promotional strategies will be effective for your target organization in achieving its overall marketing objectives and goals based on marketing research. No bullet points are allowed. Instead of using bullets, please create a table and include it at the end of the text (if you want).

8 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 .

9 Appendix A (if any; optional) Please break a page before including any appendices. Include any information you feel the reader should have but are not critical to put in the body of your analysis (e.g., pictures, research data, statistical information, etc.). If you don’t have any appendices, please DELETE this section.

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