need help in Sports Marketing Plan homework. only plan 1 and 2 needed.

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MKTG 354-M70: Sports Marketing

SPORTS MARKETING PLAN 1 and 2

Step 1: Purpose

What is your organization’s vision or purpose?:

_______The New York Yankees is a sports company that focuses on the baseball segment. Its vision is to provide their fans with quality services and a winning product. The company aims to provide the best baseball players not only in America, but also across the globe

Mission Statement for your organization’s marketing plan (Rodgriguez, 2012)________________________________________________________________________

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Mission Statement for your organization’s marketing plan:

The mission statement for the company is to increase attendance and purchase of the products by focusing on winning an attracting more fans for the baseball sport _______________________________________________________________________________

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What are your organization’s values? How are these reflected in your proposed sports marketing initiative(s)

The New Yankees marketing values include provision of high quality sports services and products. Promote corporate social responsibility in the sports sector. It gives priority to the needs of the customers. The organization reflects these values in the marketing initiatives by ensuring that it hires the best players in the baseball market that will always win the games. It also develops related products and services such as sports apparel and media contracts. New York Yankees participates in corporate social responsibility initiatives by providing sponsorships to young students with baseball talents it supports health organizations in its locality to ensure the provision of quality health care services

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What is your organization’s culture? How does this culture align with your mission? With your consumers culture and values?

New York Yankees’ organization’s culture is to develop the player to become the superior product in the athletic industry. The organization hires the best athletes in the baseball sector and provides adequate training to the talented young players. The company understands that the consumers only wins, therefore, it strives to do the best in terms of management, training, coaching, and adherence to regulations to offer the best.

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What is the purpose of your proposed sports marketing initiative? What are the goals of this initiative? How does it align and/or extend your organizational goals?

_The proposed marketing initiatives will ensure that the organization increase its customer base and promote cost effective strategies. The initiative will help the company improve its fan base not only in New York but also in other markets across the United States of America. It proposes for the organization to improve on the pricing strategies so as to attract more customers, provide complimentary services to increase the sales of other products, and invest in product promotion ________________________________________________________________

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How will you manage the marketing mix to ensure your marketing goals are congruent (or fit) your overall organizational goals and values? Specify any product, promotional, pricing, place, platform issues you may encounter with your marketing initiative. What steps will you take to mitigate these issues and create organizational value?

The marketing mix for the New York Yankees would entail the four elements of marketing. Product: The customers expect the Yankees to provide highly competitive products. In the athletic industry, the win percentage of a win a team influences the fan attendance and purchase of other related products. The customer’s perceptions and experience of a good product merit good results for the organization. The organization can improve the product by increase the percentage of wins. It is in the light of such factors that the Yankees always strive to win every game. The team maintains a clean winning trend almost every season. Consequently, the average game attendance for the games has been estimated over forty thousand of fans every year.

To ensure competitiveness and differentiation of the product, Yankees hires star players every season. For instance, at one point the customers liked Yankees players because all of them had the all-star appearance in the athletes career. Most customers like to be associated with names in the athletic industry. Price: Pricing is an important factor in attracting and maintaining a big fan base. Yankees uses the dynamic pricing approach. Dynamic pricing strategy ensures that prices are charged according to the anticipated demands. For instance, when the team is playing at home field level seats will sell at price of 4 $ 45 to $ 55. On the other hand, prices will drop for the games with low demand. The trend ensures that different fans from various segments and social classes get the opportunity to watch the athletic games. While dynamic pricing target low income fans, single-game sales attract consumers who prefer the ticket prices to include packing and other additional services. When the Yankees used the original stadium from 1923 to 2008, the company kept ticket pricing in moderate ranges. They focused on high ballpark prices because they had big names that the customers were willing to watch. The strategy enabled the organization to scoop a total attendance of 4.3 million people, which was high than the average league attendance of 2.5 million.

Placement: Placement is an essential element of the marketing mix in the athletic industry. In essence, the physical location of the ballpark determines how the company appeals to the fans. For instance, the Oakland Athletics had difficult times attracting fans during rush hours because its ballpark is located in the East Bay area of San Francisco, which is sometimes impassable during rush hours. The company had to partner with the Bay area rapid transit to search for alternative means of transport for the fans. On the other hand, the Yankees enjoy a suitable location found in the media hub of the New York City. In addition, New York area has large base of fans from various backgrounds use different modes of transport to access the area. The stadium is accessible by both fans use B and D trains to the area. The company encourages the train commuters to use the subways as this makes it easier to access the stadium.

Promotion: Is equally important in the sports industry. The Yankees is the largest athletics company in terms of product promotion. It has the largest regional sports channel in New York. The Yes New Network, which stands for Yankees Entertainment and Sports is the largest sports network in the United States. The network is not only a promotional tool, but also an additional source of revenues. The facility launches weekly and monthly sports promotional activities. In additional, The Yankees has its promotional periods at the ballpark that enable the company interacts with the fans. During the periods the company offers free giveaways to the fans in forms of tickets, apparels, and calendars.

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What type of sports marketing research will you perform to ensure success for your propsed marketing initiatives? Specifically, what is the problem your initiative seeks to solve? What information do you need? How will you capture this information for future analysis? How will you collect data? What methods will you use (qualitative or quantitative)?

The appropriate marketing research to extract the information from the market will include surveys and interviews. Surveys will involve grouping customers according to consumption characteristics. For instance the marketing research team will group the youth fans and present survey templates and also hold open discussions. The research team can hold discussions on how to improve the current stadium capacity and additional features. Interviews will involve one-on-one interaction with the fans before or after the games. The interviews will enable the researchers to interact with the teams and ask them questions on the nature of the products and their expectations. The marketing research team will also interview the players and other staffs of the organizations to identify areas of improvement. The main problem the research seeks to solve is how to improve the current stadium capacity, accessibility, and the overall performance of the team. Interviews and surveys and qualitative methods of data collection that will enable the research team get the information from the direct respondents who in this case are the fans, the players, and the staffs of the organization_______________________________________________________________________

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Step 2: Product

What market gaps are there in your sports industry? How will your proposed marketing efforts fill this market gap? Why is there a market gap? What are some of the challenges you foresee in filling this gap?:

_Provision of complimentary services and development of new products are some of the marketing gaps in the sports industry. The Yankees can fill these gaps by developing products such as player and coach training services for other companies and learning institutions. Other complimentary services in this line will entail provision of catering facilities, especially when a team holds international sports events in its premises. However, foreseeable challenges associated with the provision of these services will include additional costs to hire the staffs for the proposed departments, problems in integrating sports management and the management of catering services, the coaches may focus on providing external training services rather focusing on internal team requirements._________________________________________________________________________

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What are some of the barriers to entry in your sports industry? How will your organization overcome these? How do you believe your competitors will overcome these issues and how will your proposal allow you a competitive advantage over your competition? What are some alternative strategies to place your organization in a competitive position to take advantage of the marketing gap over your competition?

___The barriers to entry in the sport industry include high initial capital for investment, ability to attract super stars and qualified coaches, stiff regulatory measures from the local and national government, and high cost of stadium and facility maintenance. Competitors will overcome these barriers by acquiring adequate capital from financers and sponsors. They will also hire and train young talent players in the market. The competitors are likely to benchmark with our company to overcome regulatory requirements from the government. The proposal will ensure competitive advantage of the organization because it will attract more fan through fair pricing and attract high performing players by providing competitive pay packages. Good performance of the team will attract sponsors who would to associate with the team. Some of the strategies that will enable Yankees to take advantage of the marketing gap will involve build high quality stadiums in strategic locations not only across New York, but also in areas where the team attracts a huge fan base, training of employees on how to provide sports and related catering services, hire the best coaches in the athletics industry _________________________________________________________________

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Formally indicate who you believe are the main competitors to your organization. What are their product/service offerings? How are they priced? What’s their market share? Will you compete for the same market share or an overlapping portion?

_The main competitors to the New Yankees include the New York Mets, Oakland Athletics, and the Francisco Giants. The New York Mets mainly focuses on baseball games. The company does not offer apparel and media services as the Yankee. However, it provides low prices compared to the Yankees. Oakland Athletics and the Francisco Giants provide similar products as the Yankees, but are low priced compared to the organization. The Yankees has the largest market share in New York. It occupies 87% of the total market, compared to Mets 13%. At the same time the Yankees occupy 45% of the total market share in the United States and the remaining 55% is shared by other organizations depending on the fan base. Yankees compete favorably for the market because it presents high quality players to the customers who always win their games. ___________________________________________________________________________

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Formally describe your market and its segmentation. Who are your primary customers? What is your primary market? Tertiary market(s)? Do your proposed marketing initiatives address a specific customer need? Can you describe the customer need and how your product/service will fill this gap? How will you target this consumer?

_The primary market for the baseball games mainly entails young adults and the youths. The tertiary market includes older people and retirees. The primary market for apparels and sports gear includes the male youths and young adults. The Tertiary market this segment include the colleges, schools, and other sporting organizations. The proposed strategies, which mainly focus on pricing approaches target the all the customers. The organization intends to improve the pricing of tickets and apparel equipment to increased sales. Pricing will enable the company to target the customers by providing high quality products, accessible stadiums and, adequate client parking facilities ______________________________________________________________________________

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What are your product/service offerings? How does this meet your customers needs? How will you price your offerings? How do you know this will be successful? How will you verify your customer needs are met?

__Apart from baseball, Yankees provide a variety of services that include media and advertising, sports gear and apparel, and training services. The company will price the offerings according to the product and consumer characteristics. The strategy will be successful because each product will priced according to the need and type of customer involved. The organization will verify that the customer needs are met through marketing surveys __________________________________________________________________________

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What is your organization’s vision or purpose?:

__The purpose of the organization is to remain a competitive company in the athletics industry providing high quality sports services__________________________________________

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Step 3: Project Market

Analyze your organization/product’s external environment using a PESTEL analysis:

What is the current P olitical landscape/stability of your sport business/product/service? Does your sport marketing initiative require international marketing? Are you entering developing nations? What are the political regulations impacting your marketing initiatives (i.e. taxes, wage requirements, work permits, venue permits, pricing regulation, etc)?

___The current political landscape is very much favorable for the organization. The company operates in a very stable market because America enjoys political stability. However, other issues such increased taxes and tough regulations involved in the transfer of players are some of the impediments in the industry. The organization intends to spread its services in the international market especially in India and Japanese markets__________________________________________________________________________

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What are the E conomic factors affecting your sport industry or organization? The economic climate dictates the behavior of sport consumers, suppliers, and other sport stakeholder. Will your marketing initiative enter a time of economic prosperity, depression, recession, or recovery? How has your industry been impacted by these issue? What are exchange rates if you will be entering international markets? What is your target market’s employment rate and discretionary income? What is the skill level of the area where you will be implementing your marketing efforts? What is the current infrastructure?

__Global economic problems affect the sports industry. For instance, in the 2008 the organization witnessed a decline in consumer consumption . Recession affects consumers’ purchase of sports tickets because most clients give priority to basic goods during economic difficulties.___________________________________________________________________________

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S ocial forces such as family, friends, work colleagues and the media affect the attitudes, interests, and opinions in consumers. What is the current social opinion of your organization, sport industry, product? Will your market be socially accepting of your marketing initiatives? Will you be entering a different social landscape requiring a greater sensitivity to a specific culture? Attitude?Class or socio-economic sensitivity?Gender or sexual orientation sensitivity?

__However, social factors have been the major boosters of sales in the industry. For instance grouping and friendship greatly influence the sales of tickets and related products ___________________________________________________________________________

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What is the current T echnological environment like? How will that impact your marketing initiative? Will you be able to communicate on traditional and new media? What specific platforms will be appropriate for your marketing plan? How will you make modification in your distribution channel to accommodate for technology? How innovative are your consumers and which technological platforms will they be receptive to?

___The technological environment in the athletic industry is not very dynamic. Nonetheless, there is need to embrace technology to develop cost effective sporting facilities such as sports gear and apparel__________________________________________________________________________

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What are the current E nvironmental impacts of your marketing initiatives? How will the current attitudes towards the environment impact participation rates? Will your venue or facility require modifications for the current environmental attitudes held by your organization? What is the environmental impact of your marketing initiative? How will you address the growing concern for green practices and sustainability?

____The current marketing initiatives may have some environmental impacts because increased tickets sales that come with low pricing will increase the number of waste paper on the environment. The organization will reduce this by focusing on online non-printed tickets that will be sold through card money or online money transfer______________________________________________________________________

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Will your organization be L egally bound by the macro-environment? Do you have any regulations set forth by the International Olympic Committee? Sport Federation? Sponsor Agreements? Competition laws?

__The New York Yankees will be legally bound by both American regulations on sports environment and international sports laws. For example the international Olympic and sports Committees require sport companies to adhere to safe environmental practices. The organization will adhere to these practices to avoid legal implications attached to them. The company will also observe fair competitive practices ________________________________________________________________________

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Analyze your organization/product’s internal environment using a SWOT analysis:

What are the Strengths of your sport business/product/service?

___The strengths of New York Yankees include effective management system, properly trained coaches, ability to hire and train superstars, and a loyal fan base_________________________________________________________________________

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What are the Weaknesses of your sport business/product/service?

____Weaknesses, inability to attract price sensitive customers, and lack of effective cooperation between the support staffs and other mainstream sporting team._________________________________________________________________________

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What Opportunities are available in the market (e.g., untapped consulting areas)? _____

_There opportunity to attract parent fans together with their children, marketing opportunities for sports gear and apparel in developing market, and presence of untapped market with regards to player and coach training________________________________________________________________________

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What are the Threats in the market (e.g., competitors)?___________________________

___Strong competition emanating from the closest rivals such as the New York Mets and the Oakland Athletics__________________________________________________________________________

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Will you implement an expert approach or a product approach? __________________________

_It is important to implement a product approach because it will enable the organization to evaluate its performance in the view of consumer needs_________________________________________________________________________

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What will you promote (e.g., experience, services, potential clientele, etc.)? ________________

_It is also important the organization promote the service rather than the client or experience. The fans require high quality baseball entertainment services that come with experienced super stars and organized sporting schedules.____________________________________________________________________________

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Who are your customers? What are their need? How do they like to be reached? How do they search for information? How do they make purchase decision?

_The customers of the organization are young and adults baseball fans and purchasers of sport clothing materials. The fans require sporting facilities and activities that are unique from the rivals. The fans liked to be reached through advertising personal interaction with the sales staff____________________________________________________________________________

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Who are your competitors?What services/products do your competitors offer and how are your offering different?

________ The main competitors to the New Yankees include the New York Mets, Oakland Athletics, and the Francisco Giants. The New York Mets mainly focuses on baseball games. The company does not offer apparel and media services as the Yankee. However, it provides low prices compared to the Yankees. Oakland Athletics and the Francisco Giants provide similar products as the Yankees, but are low priced compared to the organization. The Yankees has the largest market share in New York. It occupies 87% of the total market, compared to Mets 13%. At the same time the Yankees occupy 45% of the total market share in the United States and the remaining 55% is shared by other organizations depending on the fan base. Yankees compete favorably for the market because it presents high quality players to the customers who always win their games. _________________________________________________________________

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How are your organizational, product, or service values communicated to your customers?

___The New York Yankees communicate the values of its products to the customers through product promotion and free ballpark services___________________________________________________________________________

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How will you address niche markets? What is your primary market? Secondary market? Any tertiary markets? How will you reach consumers in each of these markets? How are your consumers similar or different based on each market? How will you accommodate your marketing efforts based on these similarities or difference?

_____ The primary market for the baseball games mainly entails young adults and the youths. The tertiary market includes older people and retirees. The primary market for apparels and sports gear includes the male youths and young adults. The Tertiary market this segment include the colleges, schools, and other sporting organizations. The proposed strategies, which mainly focus on pricing approaches target the all the customers. The organization intends to improve the pricing of tickets and apparel equipment to increased sales. Pricing will enable the company to target the customers by providing high quality products, accessible stadiums and, adequate client parking facilities _________________________________________________________________________

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Step 4: Market Position& Strategy

What unique services do you offer? ___Yankees services are in unique in the sense that they are of high quality and competitively priced_____________________________________________

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How will you enter your specific market? What barriers do you see to entry in your primary, secondary or tertiary markets? What positioning and marketing strategies will you utilize to overcome these entry issues?

__The organization will enter the primary markets through effective promotional strategies to target the youth, the adults, and young adults. It will develop unique sports gear for the colleges, schools and, organizations. The barriers in the primary market will entail consumer attitudes towards the company’s prices, the barriers to tertiary market will entail consumer attitude onp product packaging. To overcome these barriers the company will provide price sensitive services and ensure proper packaging for the apparel segmetn___________________________________________________________________________

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How do you plan to sell your product or service? What sales strategies or vehicles will you use? What type of sales force will you require? What are their skills? How metrics will you use to evaluate sales figures? How will you incentivize your sales force?

___Ticket sales will be conducted in public retail stores and online platforms. Apparel and sports gear will be sold in the same public retail stores. The organization will also use its company to sell the apparel and sports. Yankees will hire qualified and skilled sales team. The individuals are expected to exhibit impeccable communication skills for interpersonal interaction and good analytical skills to understand the market trends. The sales metrics to be used will include periodic revenue levels to determine the performance of the sales team. The organization will motivate the sale team by offering good pay packages, training, and job promotions________________________________________________________________________

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What is your brand identity and strategy?What strategies will you use to foster brand awareness, recognition, and brand value? What are some advertising or promotional strategies?

__The brand identity for the product will be Yankees name that will printed on all products and used in all stores that provide the company’s services. Product promotion will be used to enhance brand awareness. The quality of the product and performance will enhance the brand value. Advertising will be done through the company’s sport channel_______________________________________________________________________

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How will you launch your marketing initiatives? Time-sensitive components? What are some possible bottlenecks? How will your organization deal with any launch setbacks? What’s your time-line and plan?

__Marketing initiatives will be launched through management and company meetings. Financial and time limitations are some of the bottlenecks that will affect the organization. Proper budgeting and planning will eliminate the bottlenecks ___________________________________________________________________________

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Depending on your product, will you need to be aware of any operations or organizational issues? Will you handle production in-house? Outsource? What are some potential human resource issues you may encounter (i.e. facility being ADA compliance). How will your management reflect your organization’s values and culture? How will this affect your marketing initiatives?

___The organization will handle most of the operations through an in-house approach. Some of the human resource issues that will affect the company will entail lack of adequate staffs to provide in-house production and promotional activities. The values of commitment to quality and proper management of resource will ensure the success of the organization__________________________________________________________________________

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Reference

Rodgriguez, G. (2012, August 7). Yankees in the exile: The next big idea in marketing: Forbes. Retrieved from

<http://www.forbes.com/sites/giovannirodriguez/2012/07/08/the-new-york-yankees-in-exile-the-next-big-idea-in-marketing/>