Writing
Columbia Southern Strategic Marketing Implementation Process Paper

Columbia Southern University

Question Description

Implementation Process: (Create in Unit VIII) In this section, include a description of implementation and the types of things that would be considered at this stage. In other words, what does implementation mean?

(Page Break)

Control Process: (Create in Unit VIII) In this section, provide some suggested means of evaluating the strategic plan. In other words, tell me how you would determine whether organizational objectives and marketing goals are being achieved.

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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: PRICING AND PLACEMENT ISSUES 1 Pricing and Placement Issues Alvin Hayes Columbia Southern University PRICING AND PLACEMENT ISSUES 2 Pricing is an essential element in the sense that it creates an avenue for generating revenue for the business. Dynamic pricing is the future of the ticket pricing in sports as it looks at all aspects that could be considered in the product pricing. The pricing strategy for T.R. Miller High School Baseball will be based on the issues of ticketing and demand. Because the market influences the sales, it is essential to consider the aspect of ticketing and ticket demand in developing the pricing and other related strategies (Rishe, 2012). In the ever-changing and competitive sports industry in which teams continually explores ways of maximizing revenues, dynamic pricing should be the best strategy that any baseball team including T.R. Miller High School Baseball should opt for. In the sports industry, the demand across games tends to be different for several reasons (Rishe, 2012). In this case, the pricing of the sports ticket should enable the sports team the ability to price their inventory most cost-effectively and efficiently. The aspect of promotion should be considered when developing the pricing strategy for the baseball team. In other words, the promotion should focus on issues such as the target market for the sports team and the demand status in the industries. Because the demand affects the pricing, the promotional issue should focus on stimulating demand for tickets. During holidays, the demand tends to be high, and this should be captured in the promotional strategies adopted by the organization (Rishe, 2012). On the same note, the dynamic pricing should overrun all the pricing strategies previously approved by the baseball team as the dynamic pricing boost the revenues of the sports organization. The dynamic pricing and promotional strategies have a lot of flexibilities that are necessary to solve the pricing issues such as low demand which may affect the pricing strategies. PRICING AND PLACEMENT ISSUES Under dynamic pricing, there is greater fan acceptance of real-time pricing. Moreover, to solve the issues low ticket demand that affect the promotion and pricing, the dynamic pricing will incentivize consumers to influence their purchase decisions across all season events in a bid to secure a greater sense of price-certainty (Rishe, 2012). 3 4 PRICING AND PLACEMENT ISSUES References Rishe, P. (2012). Dynamic Pricing: The Future of Ticket Pricing in Sports. Forbes. com. Running head: MARKET SELECTION 1 Market Selection Alvin Hayes Columbia Southern University Monica Sainz MARKET SELECTION 2 Market Selection Business decisions are important for the improvement of the performance of the business and this means the focus on the tactics that guide the growth of the business. With the marketing mix, there is an assessment of the customers that the company targets and the assessment of the market to suit the needs of the consumers. In the creation of a marketing mix, there is need to focus on the target market and this involves the description of the audience and outlining of their profile. The analysis of the consumers and the criteria for qualifying the consumer's assists in the identification of their income levels and other demographics important in the assessment of the location and the size of the market. The qualifying criteria are important, as there is focus on the goals and the objectives of the organization and the results that assist in the management of the growth of the company (Weinstein, 2014). The assessment of the budget of the company helps in choosing the right marketing mix as this assist in making the decision that focuses on the achievement of the success of the business. The measurable marketing needs to enhance the generation of sales and this creates the need to focus on the realistic operations of the business. The generation of the marketing strategies is important as it helps to focus on the sustainability of the measures of the marketing decisions and this helps in increasing the tactics in the marketing strategies and the determination of the marketing mix that increases the profitability of the business (Husen, 2017). It is important to focus on the specifications of the target market as this creates the confidence that is needed for the various occasions and the opportunities that enhance the identification of the needs of the consumers. The specific techniques to use in marketing are observed from the different information that the consumers require and this enhances the variation of the options in reaching out to the target market. The target market is chosen through the enhancing of mix MARKET SELECTION 3 and the different platforms that enable the loyalty of the consumers in the market. The observation of the tactics and the strategy to use in the positioning of the products is through the identification of the characteristics of the market. There is focus on the realities that help in the creation of the content that drives the marketing efforts (Husen, 2017). The need to enhance the attraction of the consumers is guided by the different details that enable the specification of different goals. The need for the optimization of the strategy in marketing is enabled by the alignment of the customers to the company strategy as this creates the platform that reaches to the target customer. Testing the results if the target market is important in the assessment of the adaptive measures. There is focus on the measures that improve gaining of important data and this improves the success of the strategies of the company. The focus on the performance platforms is important as there is an assessment of the campaigns that improve the change in the organization and the eliminations of the variations that might affect reaching out to the target market (Husen, 2017). The observation of the budgetary claims of the business enhances the performance of the organization, as there is an allocation of the budget in segmentation and positioning of the product. MARKET SELECTION 4 References Husen, S. (2017). The Mediating Role of Product Positioning Quality and Product Attractiveness Advantage. International Journal of Business & Management Science, 7(1), 1-10. Weinstein, A. (2014). Target market selection in B2B technology markets. Journal of Marketing Analytics, 2(1), 59. doi:10.1057/jma.2014.6 Sports Products and Marketing Alvin Hayes Monica Sainz Columbia Southern University Sports products • Sports products are those products that provide consumers with satisfaction, entertainment, sociability. • They Include: goods, services, ideas, and other combination of sports that provide satisfaction to sports consumers. • The sports products are sold to four distinct target markets namely: 1. 2. 3. 4. Fans Television and other media companies Communities Corporations Types of sports products • Sports products can be classified as either goods and services or both • They include: 1. Sporting events 2. Sports information 3. Sports training 4. Sporting goods Categorization of sports products and services • • • • Sports products are categorized as either: 1. Goods 2. Services 3. Or, Both Sports consumers Sports consumers include individuals, who may play, officiate, watch, or listen to sports through media channels or collect items related to sporting activities. The sports consumer’s decision to spend money on sports is affected by two major factors related to environment and individual factors. The environmental factors include factors such as family, friends, cultural differences, climatic region, the marketing influence, and the society’s attitudes and values concerning sports. The individual factors relates to factors such as self-image, physical characteristics, motivational and attitudes, and learned characteristics. Revenue source for sports products and services The professional sports leagues generate income from a variety of sources including: 1. Television and other media avenues 2. Sale of leagues and other related merchandise and apparel 3. Corporate sponsorship, 4. lucrative stadium arrangements with host communities. References • Kaser, K., & Oelkers, D. B. (2015). Sports and entertainment marketing. Nelson Education. • Manoli, A. E. (2018). Sport marketing’s past, present and future; an introduction to the special issue on contemporary issues in sports marketing. Retrieved from: https://www.tandfonline.com/doi/full/10.1080/0965254X.2018.1389492 • S. Mason, D. (1999). What is the sports product and who buys it? The marketing of professional sports leagues. European Journal of Marketing, 33(3/4), 402-419. 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 needed financial boost 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 fund-raising 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: 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 th ...
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Running head: STRATEGIC MARKETING PROCESS

Strategic Marketing Process
Name:
Institution:

1

STRATEGIC MARKETING PROCESS

2

Implementation Process
Effective implementation of a strategy is forecasted on the assumption that functional
aspects within a business have a basic understanding of the strategic plan. Dubbed strategic
consensus, this concept refers to the degree to which intra-organizational perceptions converge
on collective considerations of strategic priorities (Rapert, Velliquette & Garretson, 2002). It is
essential for any firm's success, but it is usually taken for granted. According to a management
research study conducted this year, only twenty to thirty percent of corporate strategic plans are
ever implemented (Gleeson, 2018). According to Anastasia, (2017), for a strategic plan to be
implemented successfully five factors must be considered; people, resources, structure systems,
and culture.
People
The number of people in the workforce is an issue that is relatively easy to address since
one can hire additional manpower. The most challenging part is ensuring that the right person
has been employed and they possess the required knowledge, skills, and competencies to carry
out the tasks that will implement the strategy. If the current workforce lacks the required skills,
they should undergo the necessary training. The school should organize workshops and seminars
to ensure that the coaches and other staff members are equipped with relevant skills to ensure the
success of the strategic plan. Another critical factor is a commitment from the people within and
outside the institution. They should be fully involved and committed to ensuring that the goals
and objectives are achieved.
Resources

STRATEGIC MARKETING PROCESS

3

One of the basic considerations in strategy implementation is resource allocation. These
refer to both monetary and non-monetary resources that are available to an organization and are
lacking but required for strategy implementation. It is essential to indic...

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