Running Head: MARKETING COURSE PROJECT Marketing Course Project Jeff Wilson Columbia Southern University 1 MARKETING COURSE PROJECT 2 Executive Summary As a statement of the problem, the management of Troy High School has obligations and duties to create a team which shines on the field, succeeds in the classroom and impacts positively on the school and the vast community. Additionally, each player is treated equally and with respect and dignity as the potential winning depends on every member of the team. Since a football team is like any other organization that operates with strength, weakness, opportunities, and threats. Troy High School has a managerial team that has seen it strive to get things done effectively and efficiently. Troy High School is based on the fulfillment of its set goals and objectives. These goals are to attract other students to join the school, promote the team to attract investors who will be interested in providing financial support for the team and to uphold the team so that the administration and the faculty of the school may appreciate it. In summary, Troy High School Team has demographic, geographic and psychographic segmentations to attract new members and investors. The research paper will as well entail segmentation of the market with the type of consumers, in this instance; it is the need-based consumers that would purchase so that they can fulfill some need. All kinds of target marketing segmentation such as demographic, geographic and psychographic segmentations to attract new members and investors will be discussed and finally, the marketing positioning that will see the minds of consumers in this case through advertisements and a target market analysis. MARKETING COURSE PROJECT 3 Introduction An organization consists of a larger community with prudent goals and objectives. They do strive to achieve set goals by use of available limited resources. Games and sports are part and parcel of the societal order and pleasure within the scope and the reach of the organization. Troy High School has to actively participate in both academic and sports. They have to lay strategies that will see it break through its dream of success. The focus of the paper is within the scope of organizational performance by organizational behavior and SWOT analysis. The article will entail organizational mission statement, corporate objective and the Marketing goals that will see a greater achievement (Tyler, 2014). A SWOT Analysis from strength, weakness, opportunities, and threads within market segmentation along with the problem statement clearly shows the direction the school has taken. Similarly, the objective and the analytical methodology used such as surveying along with the data collection instruments such as questionnaires and interview shows the dedication that the school has placed in ensuring success. Clearly, the research has illustrated the organizational market selection decisions (Marketing Mix) from the 4 Ps marketing mix; the product, place, and promotion to determine its market choice that has been put in place to achieve short term goals of the school. Organizational Behavior and SWOT Analysis All organizations in the different business markets that are present usually have their own goals and objectives. The leadership of the organization usually identifies most of these objectives. However, some of them are present in the vision and mission statements of a company. An American Football team from a high school is one of the different organizations MARKETING COURSE PROJECT 4 that have their own goals and objectives. Similarly, to any other organization, a high school football team also consists of its organizational strengths, weaknesses, threats, and opportunities. However, the goals of this team may be different from other organizations because of the business environment that it is situated in. Organizational mission statement of Troy High School Football Team A mission statement is an imperative aspect of the group as it depicts what the organization is going to do and the reasons why they are going to do it. A mission statement inspires the organization to put into action their goals, as it is a more action-oriented statement (Tyler, 2014). The mission statement of my client, Troy High School, is to create a team that shines on the field, succeeds in the classroom and also impacts the school and the community at large positively. Every player in the team will be treated equally and with respect and dignity as the potential winning depends on every member of the team. Organizational objective of Troy High School Football Team The organizational objectives of my client, a local high school football team, is to always be a part of the high school league championship every year as being part of the competition is an achievement for the players. Another objective is to ensure that participation in football helps in also teaching important life lessons. Another objective is to always transform the members of the team into the best players that they can be. Another objective is to ensure that the players are able to create an atmosphere of a family between themselves and most importantly for every player to have fun in being part of the football team. Marketing goals of Troy High School Football Team MARKETING COURSE PROJECT 5 One of the goals of the football team is to market the team to the community and the world at large. One marketing goal of the team is to attract other students to join the school. The team would like to attract talented students in football to join the school and eventually join the team through its excellent performances. Another marketing goal for the team is to promote the team so as to attract investors who will be interested in providing financial support for the team. This can be through providing the team with facilities that may enhance and improve the performance of the team. Lastly, a marketing goal for the team is to uphold the team so that the administration and the faculty of the school may appreciate it. A SWOT Analysis of Troy High School Football Team A SWOT examination of the football team will help in identifying the strong points and faults of the team in addition to the opportunities and threats that it faces (Bull, Jobstvogt, Böhnke-Henrichs, Mascarenhas, Sitas, Baulcomb and Carter-Silk, 2016). Strengths For strengths, the players in the team are able to develop a great deal of skills in real life making them better people in life. Another strength is the strong relationship between the players that enable them to perform well in competitions. Weaknesses The weakness of the team is that some of the players do not perform well in their studies because of more engagement in the football team, which causes some of them to leave the MARKETING COURSE PROJECT 6 school. Another weakness is less support from the administration of the school and investors that affect the performance of the players. Opportunities The opportunity of the high school football team is to win the league championship competition. The team has talented players and will the hard work and practice; the team can be able to participate in the championship and win the league championship competition. Threats The threat that the football team faces is injuries of their players that may affect the general performance of the team in the competition. Another threat is stiff competition from other teams that may defeat the local football team or purchase some of their important players. A research proposal is a document written down to set out the central issues, challenges or problems you desire to address. A marketing proposal thus entails how a school should express its objectives so as to achieve its best and attract more students who perform well be it academically and also the extra-curricular activities. Therefore, following the Strength, weakness, opportunities, and threats (SWOT analyses) of Troy High School football team I managed to identify a marketing research proposal for the school. Problem Statement What should the management of Troy High School do so as to the students participating in football balance between academics and games thus preventing them from leaving the school, What should be done so as to ensure the school attracts more students from the outside now that the school has got a very strong football team, which are the measures to be put in place so as to MARKETING COURSE PROJECT 7 make sure that the football team shines in all football matches and all these problems should be fixed immediately because in so doing it is going to uphold the students spirit to continue being in the school and also encourage more students to be enrolled in the school. Research Objective Reduce the number of students leaving the school due to poor academic performance as they shine in football. Bring more students to get enrolled in the school. Create an equilibrium between class performance and football performance. Excellence performance in every football match. Encourage the students who are already enrolled in the school. Methodology Surveying This entails a proper examination of the possible cause of the imbalance between academics and football. This could actually be done in class by the teachers, they should examine the student’s participation in class work and give a report on that, so as to know a possible way of assisting the student to improve in class performance. Data collection instruments Questionnaires Students should be given some questionnaire forms which have the questions which are facing the school, the students should, therefore, provide the possible things to so as to solve the MARKETING COURSE PROJECT 8 issues poor performance, students going on transfers and how to ensure that the students who are still in school do not go on transfers. The parents also can be given the questionnaires so as they can respond to the challenges facing the school in order to ensure that the school has got more on students enrollment than on transfers, they should also explain whether the administration could in one way or the other contributing to the school's problems. Interviews This can be done with the schools teaching staff, the support staff, the board members, parents and also the students so as get a clearer way of marketing the school in terms of excellent performance and football thus solving the issues outlined in the problem statement. The Troy High School Football Team operates under an objective of marketing itself to both the surrounding community and the world. The team holds the strength of skill development, a weakness of lack of performance by students, opportunities of winning the league championship competition, and a threat of players facing injuries from time to time. This paper identifies the market selection decisions by the Troy High School team based on the case’s segmentation, target marketing, and positioning. Market Selection Decisions (Marketing Mix) From the 4 Ps marketing mix, the Troy High School team uses product, place, and promotion to determine its market choice. From the case study, the team operates by offering activities like skill development to the community and students and covers may places so that it can attract both local and international students. The product used here are the games played to MARKETING COURSE PROJECT 9 attract both students and donors who would love to develop the team further. The 7 Ps used by this team to determine its market decisions include product, physical environment, place, promotion, people, and process whereas (Slack, 2015). Pricing as both a 4Pand a 7P is not applied in this case because the team is not selling to the community but serving and attracting more members. Segmentation The type of consumers, in this instance, is the need-based consumers that would purchase so that they can fulfill some need (Kim &Ko, 2010). The consumers for this team are not directly purchasing but are joining the team to fulfill their needs and meet some objectives. From the team, marketing is done to attract students in joining the school for their studies, attracting talented students for the football team and also attracting investors who would offer financial support. The students who would be entering the school, therefore, need to be based since they want to learn, play football and develop their skills at Troy High School. The segmentation here is thus utility centric since it promotes a particular service and needs to have students and investors in the team. Target Marketing Segmentation The Troy High School Team applies demographic, geographic and psychographic segmentations to attract new members and investors. Demographic segmentation focuses on students and people that are interested in investing in the team, and thus they are reached more. The geographic segmentation divides targeted customers into communities and some parts of the globe such that there are locations that are identified and marketed more than others particularly those with incoming high school students(Chaney, 2001). The psychographic segmentation, in MARKETING COURSE PROJECT 10 this case, chooses people based on their activities and interests, and most targeted people are those that want to develop their skills, obtain high school certification, play football, and invest in the team. Positioning The marketing positioning fixes the minds of consumers in this case through advertisements and a target market analysis. Advertisements expose the team and position it according to its objectives and focused individuals that should join both the team and the school. A target market analysis is used to give more knowledge about the team, its services, expectations, and the best team that can serve. MARKETING COURSE PROJECT 11 References Chaney, I. M. (2001).Opinion leaders as a segment for marketing communications.Marketing Intelligence & Planning, 19(5), 302-308. Kim, A. J., &Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. Slack, N. (2015).Operations strategy.John Wiley & Sons, Ltd. Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., ... & Carter-Silk, E. (2016). Strengths, weaknesses, opportunities, and threats: A SWOT analysis of the ecosystem services framework. Ecosystem services, 17, 99-111. Tyler, T. (2014). Interpersonal treatment, social identity, and organizational behavior. Social identity at work: Developing theory for organizational practice, 155.
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