HSS 5263 – SPORT MARKETING
Marketing Plan Assignment
Task:
Assume that your group has been contracted as a marketing consultant by
the respective sport organization, and have been asked to develop and submit a
marketing plan to them.
The marketing plan is a comprehensive, written framework for strategically
obtaining marketing objectives. A sport marketing plan can be written for a single
sport product/service, a group of products/services, a new promotional strategy, or
an entire sport organization.
The Marketing Plan should include the following:
1.
Executive Summary
- a condensed overview of the marketing plan.
2.
Introduction
- description of the business; product/service analysis.
3.
Business Objectives
of the organization and the specific
Marketing
Objectives
. Explain how the proposed event/activity contributes to these
objectives.
4. A
Situational Analysis
(the economic climate, financial status of the
organization, demand trends, political environment, competitors, etc.). Discuss
the Strengths, Weaknesses, Opportunities, and Threats (SWOT).
5. A summary of
Consumer Information
. Discuss information that you have
obtained on the organization's consumers (due to primary or secondary
research). Also, discuss the means of obtaining consumer information via a
marketing information system.
6.
Marketing Strategies
:
A. A discussion and presentation of a strategy for
Market Segmentation
* What will serve as the basis for segmentation, and why?
* Provide an analysis and rationale for selecting the target markets?
B. A discussion of the
Product
(what is the core product, what are the product
extensions).
C. A discussion and presentation of the
Pricing Strategies
.
D. A discussion of the
Place
the event is held and means of its
Distribution
.
E. A comprehensive
Promotional Plan
. Discuss the means in which you will
promote this activity/event. Include the elements such as advertising;
personal selling; promotional licensing; public relations activities, etc.
Provide samples of the elements discussed in your promotional plan (such as
flyers, brochures, an audiocassette recording of radio announcements, video
of television commercial, etc.).
F. Develop a plan to secure
Corporate Sponsorships
.
7. A presentation of a
Timeline
for implementation/plan of action.
8. A discussion of methods of
Evaluating
the plan/marketing strategies.
• Note: each group should try to gather some primary or secondary
information pertinent to the activity/event - by designating one person to call
the organization (be sure to identify yourself as a graduate student at OU
working on a project for a Sport Marketing class) and/or by doing internet
or library searches for the needed background information.
• The marketing plan should be thorough and detailed enough so that a
person could actually implement it based on the information and suggestions
contained therein.
WRITTEN GUIDELINES FOR MARKETING PLANS
• The marketing plan should be approximately 12-15 pages (excluding the
executive summary and any references), typed and double-spaced with pages
numbered.
• The marketing plan should include a marketing mix grid illustrating your ideas.
• You should be creative and innovative, using any graphics that will supplement
your ideas, and the overall presentation of the plan.
• Each group member is expected to contribute to the overall written plan in an
equitable manner. At the conclusion of the course, each student will be asked to
evaluate the contribution of each group member.
• The marketing plan will be graded based on the content/substance, accuracy of
information, creativity, and overall presentation of the information.
• Written Plans are due
Wednesday, November 29, 2000
.
ORAL PRESENTATION OF MARKETING PLANS
Students should be prepared to make a professional 20 minute oral presentation
using Power Point (or related) software to the class. Each group member must
contribute to the oral presentation. Oral Presentations will be given Wednesday,
November 29th
.
