Target Market Analysis

SPT 608 Milestone Two Guidelines and Rubric

Overview: The final project for this course will give you a chance to develop a sport marketing plan for a product or service supplied by an existing sport organization. Your marketing plan will include a specific goal for the product or service, market analysis, organization analysis, marketing strategy, and evaluation plans.

Prompt: In this milestone, you will submit a draft of the Target Market Analysis and the Industry and Organization Factor Analysis sections. In this draft you will analyze your target market to inform your plan for pricing, placing, and promoting your product or service within the market. You will also examine your sport organization by conducting a SWOT (strengths, weaknesses, opportunities, and threats) analysis and evaluating your organization’s readiness to enter the target market of the selected product or service.

Specifically, the following critical elements must be addressed:

II. Target Market Analysis: In this section of the project, you will analyze your target market to inform your plan for pricing, placing, and promoting your product or service within the market.

A. Explain the current and future trend of the market with respect to the chosen product or service. In other words, will it be appropriate to serve the needs of customers in the current and future market?

B. Describe the target customers (e.g., age, gender, education, lifestyle, values) for your product or service. C. Justify the market research methods that you will use to retrieve information about the target market and consumers. Support your justification

with research. For example, will you use primary data (e.g., surveys, focus groups, interviews) or secondary data (e.g., more general information like SGMA reports or industry reports from sport business journals)?

D. Describe the internal market factors (corporate culture, financial state, etc.) that affect your sport organization. E. Describe the external market factors (competitors, economy, etc.) that affect your sport organization. F. Discuss business data that supports a decision to undertake this marketing plan.

III. Industry and Organization Factor Analysis: In this section of the project, you will examine your sport organization by conducting a SWOT analysis and evaluating the readiness of your organization to enter the target market of the selected product or service.

A. Analyze the current status of the industry related to your sport organization, including needs and business opportunities. B. Conduct a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats of your sport organization. C. Explain the readiness of your sport organization to enter the target market of the product or service. Support your explanation with examples

from your SWOT analysis. D. Explain the current economic condition of your sport organization. Support your explanation with examples from your SWOT analysis.

Rubric Guidelines for Submission: Your paper must be submitted as a 4- to 6-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and at least three sources cited in APA format.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Target Market Analysis: Current and Future Trend

of the Market

Explains the current and future trend of the market with respect to the chosen product or service

Explains the current and future trend of the market with respect to the chosen product or service, but explanation is cursory or illogical

Does not explain the current and future trend of the market with respect to the chosen product or service

9

Target Market Analysis: Target Customers

Describes the target customers for the product or service

Describes the target customers for the product or service, but description is cursory or target customers described are not appropriate for the product or service

Does not describe the target customers for the product or service

9

Target Market Analysis: Market Research Methods

Justifies the market research methods that will be used to retrieve information about the target market and consumers with support from research

Justifies the market research methods that will be used to retrieve information about the target market and consumers, but justification is illogical or is not supported with research

Does not justify the market research methods that will be used to retrieve information about the target market and consumers

9

Target Market Analysis: Internal Market Factors

Describes the internal market factors that affect the sport organization

Describes the internal market factors that affect the sport organization, but description is cursory or illogical

Does not describe the internal market factors that affect the sport organization

9

Target Market Analysis: External Market Factors

Describes the external market factors that affect the sport organization

Describes the external market factors that affect the sport organization, but description is incomplete or unclear

Does not describe the external market factors that affect the sport organization

9

Target Market Analysis: Business Data

Discusses business data that supports a decision to undertake this marketing plan

Discusses business data that supports a decision to undertake this marketing plan, but discussion is illogical or inaccurate

Does not discuss business data that supports a decision to undertake this marketing plan

9

Industry and Organization Factor Analysis: Status of

the Industry

Analyzes the current status of the industry, including needs and business opportunities

Analyzes the current status of the industry, including needs and business opportunities, but analysis is cursory or illogical

Does not analyze the current status of the industry

9

Industry and Organization Factor Analysis: SWOT

Analysis

Conducts a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats of the organization

Conducts a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats of the organization, but some of the elements listed are inaccurate or not appropriate

Does not conduct a SWOT analysis on the organization

9

Industry and Organization Factor Analysis: Readiness

Explains the readiness of the sport organization to enter the target market supported by examples from the SWOT analysis

Explains the readiness of the sport organization to enter the target market, but explanation is cursory or does not align with the SWOT analysis

Does not explain the readiness of the sport organization to enter the target market

9

Industry and Organization Factor Analysis: Economic

Condition

Explains the current economic condition of the sport organization supported by examples from the SWOT analysis

Explains the current economic condition of the sport organization, but explanation is cursory or does not align with the SWOT analysis

Does not explain the current economic condition of the sport organization

9

Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%

Accessibility Report

Filename:

SPT 608 Milestone Two Guidelines and Rubric.pdf

Report created by:

Organization:

[Enter personal and organization information through the Preferences > Identity dialog.]

Summary

The checker found no problems in this document.

• Needs manual check: 2
• Passed manually: 0
• Failed manually: 0
• Skipped: 0
• Passed: 30
• Failed: 0

Detailed Report

Document
Rule Name	Status	Description
Accessibility permission flag	Passed	Accessibility permission flag must be set
Image-only PDF	Passed	Document is not image-only PDF
Tagged PDF	Passed	Document is tagged PDF
Logical Reading Order	Needs manual check	Document structure provides a logical reading order
Primary language	Passed	Text language is specified
Title	Passed	Document title is showing in title bar
Bookmarks	Passed	Bookmarks are present in large documents
Color contrast	Needs manual check	Document has appropriate color contrast
Page Content
Rule Name	Status	Description
Tagged content	Passed	All page content is tagged
Tagged annotations	Passed	All annotations are tagged
Tab order	Passed	Tab order is consistent with structure order
Character encoding	Passed	Reliable character encoding is provided
Tagged multimedia	Passed	All multimedia objects are tagged
Screen flicker	Passed	Page will not cause screen flicker
Scripts	Passed	No inaccessible scripts
Timed responses	Passed	Page does not require timed responses
Navigation links	Passed	Navigation links are not repetitive
Forms
Rule Name	Status	Description
Tagged form fields	Passed	All form fields are tagged
Field descriptions	Passed	All form fields have description
Alternate Text
Rule Name	Status	Description
Figures alternate text	Passed	Figures require alternate text
Nested alternate text	Passed	Alternate text that will never be read
Associated with content	Passed	Alternate text must be associated with some content
Hides annotation	Passed	Alternate text should not hide annotation
Other elements alternate text	Passed	Other elements that require alternate text
Tables
Rule Name	Status	Description
Rows	Passed	TR must be a child of Table, THead, TBody, or TFoot
TH and TD	Passed	TH and TD must be children of TR
Headers	Passed	Tables should have headers
Regularity	Passed	Tables must contain the same number of columns in each row and rows in each column
Summary	Passed	Tables must have a summary
Lists
Rule Name	Status	Description
List items	Passed	LI must be a child of L
Lbl and LBody	Passed	Lbl and LBody must be children of LI
Headings
Rule Name	Status	Description
Appropriate nesting	Passed	Appropriate nesting

Back to Top