Columbia Southern Pricing and Placement Issues Sports Marketing Paper

Columbia Southern University

Question Description

Create and submit a word document that identifies the possible pricing and placement issues for your client.

Product Issues (beginning with marketing goals for this element) 

Promotion Issues (beginning with marketing goals for this element) 

Pricing Issues (beginning with marketing goals for this element) 

Place Issues (beginning with marketing goals for this element)

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Running head: EXECUTIVE SUMMARY AND INTRODUCTION Executive Summary and Introduction Alvin Hayes Columbia Southern University 1 EXECUTIVE SUMMARY AND INTRODUCTION 2 Executive Summary and Introduction Executive Summary Business decisions are important for increasing the performance of the institution and this creates the need for the development of strategies that focus on increase of the performance of the institution. In the case, the selection of the target market is important as this enables the strategies chosen and the qualifications important in increasing the growth of the institution. T.R. Miller High School Baseball Program is competitive and the need to focus on marketing objectives of the plan is important as it increases the familiarization of the program helping to create awareness in the community. The goals that the institution embraces include attraction of the local talent and this helps in improving the capacity of operation. The method used in the analysis of the need of the program is important as there is purchase of the right baseball products creating the need for the attraction and the retention of talent. The research looks at the strength of the institution and the success that helps in increasing the awareness of the programs. EXECUTIVE SUMMARY AND INTRODUCTION 3 Introduction The marketing of the school activities is important as it helps in improving performance and development of relationships with the community. T.R. Miller High School Baseball Program is one of the programs that will help in the popularization of the activities of the school. It requires setting of organizational objectives and the creation of awareness in the community in the services offered. The resources availed in the program are important in increasing the attendance to the school and this will help in the management of the growth factors. The marketing plan seeks to identify the goals of the institution and working towards the achievement of growth in the long run. The positioning of the program in the market is enhanced by observation of the target market and the development of the strategies that increase the participation of the various groups in the community. The optimization of the strategies is important in guiding the variations in the community. Running Head: SPORT MARKETING 1 Sport Marketing Alvin Hayes Dr. Monica Sainz Columbia Southern University SPORT MARKETING 2 Mission Statement This marketing plan will be centered on gaining exposure for the T.R. Miller High School Baseball Program within the secondary school community, in T.R. Miller High School, and among the alumni members at the organization. The lack of awareness that a high school baseball team exists within the community in Brewton is the essential issue, and this marketing plan will address it utilizing various strategies of marketing. Organizational Objectives The particular objectives of this marketing plan include increasing the attendance at home baseball games because of more awareness in and around the community. Incentives will be set up that will urge the understudies to go to every single home baseball game. The financial resources that are available to the team will be more because of an enhanced relationship and rapport with baseball alums, both old and new. These financial resources will be used to better the image of the baseball program both in the target market's mind, and the physical picture of what is seen on the baseball field. Affiliated products will likewise be produced at low costs from a community vendor and sold on the team's website, on campus, and at the baseball games. This will spread awareness for the program by making the team more visible around the community. This marketing plan will use the team's webpage as a promotional device keeping in mind the end goal to maintain a secure connection to the alumni, fan base, and furthermore to empower understudies from T.R. Miller High School to join the program. Increased interest in the sport will enhance the school's image on the field, and furthermore, give the institution a more significant platform to pull in more fans (Shank & Lyberger, 2014). SPORT MARKETING 3 Marketing Goals The aim of this program is to increase the level of awareness around the high school community and in campuses throughout the state about the T.R. Miller High School Baseball program. The program hopes to be able to attract a local attendance of at least 500 community members and also attract more interest from students at the high school. By doing so, the school’s baseball program will be able to secure the much needed financial boost in order to buy new kits and equipment for the baseball team. The program aims to attain a sponsorship of $50,000 so as to achieve the above. The goal can be accomplished through having local fundraising drives by hosting Alumni Baseball games and barbecues. The school’s baseball program should give itself 10 months to achieve these set targets so as to give the team ample time to prepare for the next season. This target should be broken down to sub-goals of raising $5,000 per month towards this effect. SWOT Analysis The program’s strengths include having passionate team members who will work hard to spread the word. Another critical strength of the facility is that all local games will be played on campus grounds, thus increasing the probability of having a capacity home crowd to cheer the team on. The team also boasts of a local coaching staff that gives the program a sense of continuity and helps build a culture that supports team success. However, the team’s weaknesses revolve around the fact that the program is synonymous with the local community. In addition to this, there is very little awareness about the baseball team inside the high school campus. However, private surveys of community locals have revealed that building awareness would increase local support for the baseball program. Also, the school has a passionate group of T.R. SPORT MARKETING Miller Baseball alumni, and these could serve as exploitable opportunities for the program. A lack of financial support and continued unawareness among the community locals are the two major threats that the baseball program faces. 4 SPORT MARKETING 5 Reference 7 Best Marketing Strategies. (2018). Retrieved from https://www.Investopedia.com./7-bestmarketing-strategies/ Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. Running Head: SPORT MARKETING RESEARCH PROPOSAL Sports Marketing Research Proposal Alvin Hayes Dr. Monica Sainz Columbia Southern University SPORT MARKETING RESEARCH PROPOSAL 2 Problem Statement Though the school recognizes and facilitates several sports, lack of awareness that the baseball team exists within the school community and the Brewton community is the major problem. Unlike most other sports team including the football team, the baseball team is one of the few teams that has not yet been recognized by the school community. As a result, most talents go untapped. Lack of recognition and support from the school administration results to the team losing a lot of opportunities to participate in any tournament outside the school boundaries which may give it national or global recognition. This paper aims at addressing and utilizing various marketing strategies that will make the team gain exposure both in the school community and in the global market. By the end of the research, the baseball will be able to take advantage of every available opportunity. Research Objectives Baseball team exposure: the term exposure is used to mean giving the team an opportunity to attend and participate in home baseball games. Exposing the team will help to improve its awareness in the community. Incentives will be set up by urging every baseball team member to participate in every baseball game. Increasing funding sources: lack of capital is also a major issue facing the baseball team due to lack of recognition by the school administration. When the school recognizes baseball games with its other games, it will be able to support the team financially hence enabling it to meet and relate with other teams from which the team will gain more financial sources based on its image in the community. SPORT MARKETING RESEARCH PROPOSAL 3 Reduce the costs of baseball sports products: Having created a good picture in the community can make most vendors sell their sports products to the team at a throwaway price as a way of excelling with the team. As a result, the team will be able to purchase most products at a cheaper cost via the vendors or the school website. Promote the school website: Promote the school website: The research will enable the baseball team to create a good picture in the community. This will in return increase the school website traffic as most people will be visiting it to search for information about the team. Traffic will also be increased by the visitors who will be purchasing sports products through it. Having gained the website a lot of traffic, both the school and the team will enjoy the fruits of gaining global recognition and also motivate other students to discover their talents (Shank & Lyberger, 2014). Methodology The research will be carried out through scientific design method. The selected research team will be expected to read and understand the problem statement before kicking off the research activities. Understanding the problem under research will ensure every member is working towards the same goal. Having learned and understood the research problem, the team will then formulate some hypothesis which will couple with the primary objectives of the research. After formulating all the necessary hypotheses, the team will then move on to collecting all the necessary data. These data will then be analyzed and interpreted to come up with the right decision that will provide the solution. (Baton & Phil, 2012). Data Collection Instrument Observation: observation as an instrument of data collection will involve the researcher or a member of the administration visiting the baseball team during its training to capture some SPORT MARKETING RESEARCH PROPOSAL 4 important information. This method will be used to collect important information including the number of team members, the resources available, and the level of skills of each team member. Interview: in addition to direct observation, this method helps in gathering information from the team or the school by picking some members randomly and seek information about the baseball game from them. This method will help in capturing important information from the members' opinion. Survey: a survey will be conducted on the school website to ensure it accessible to all members of the school. This will enable the researcher and school administration receives important feedbacks from as many members as possible to help in making a mastermind decision. All the above instruments for data collection are both effective and cost friendly. They require very little or no cost to collect data through them. SPORT MARKETING RESEARCH PROPOSAL References Baton, R., & Phil, P. (2012). Research designs in sports physical therapy. International journal of sports physical therapy, 482. Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. 5 ...
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