Disney's five unique strategic challenges.

timer Asked: Nov 15th, 2016

Question description

1. While sports and entertainment marketing has much in common with other goods and services, there are several unique strategic challenges faced by sports and entertainment marketers.

a  Choose either the NFL or Disney and list five general strategic challenges that the organization must confront that the marketer of a traditional good or service normally would not.

b  For each of the five challenges you listed, provide a strategic recommendation that would, at least in part, address that particular challenge.

What makes sports/entertainment marketing unique? Other than licensed merchandising, the sports and entertainment "product" is largely intangible. 1. In large part, sports and entertainment marketers are selling experiences. 2. They are selling an image with the goal of establishing an emotional connection with their customers (or "fans"). a. Fans often take team or athlete performance personally b. Part of the emotional connection comes from the camaraderie among fans (e.g. "Red Sox Nation" or the Yankees "Bleacher Creatures). c. Emphasis on celebration of team history and tradition. 3. Difficulty in standardizing and maintaining quality a. Often, despite the best efforts of team management, on-the-field success is impossible to guarantee. 1. Team/Athlete performance I. Underachievement on the part of players/athletes II. Despite the hype surrounding the drafting, signing or trading for star players, many teams fair to perform up to expectation. 2. Live performers may struggle to maintain consistency 3. Injuries to key players; illnesses on the part of live performers b. Stadium/arena experience 1. The atmosphere in the stadium or arena may vary from one event to another and can result in varying levels of fan satisfaction. I. The level of crowd enthusiasm II. Issues related to fan behavior III. Weather conditions IV. Traffic jams a. Issues related to players and performers 1. Players/performers may exhibit unpredictable behavior on and off the playing field 2. Players/performers may opt to not cooperate with an organization's attempt to present a particular image 3. Player turnover through trades, free agency, injuries and retirement can have a major impact (and sometimes, sudden) impact of a team's marketing program. 4. Original cast members are often difficult to replace b. At times, team owners factor into an organization's marketing programs. 1. The image of the team or entertainment company may be affected by the tone set by ownership or executives. 4. Multiple revenue streams a. Whereas most traditional businesses generate revenue through the sales of a line of products, sports and entertainment marketers may derive revenue from multiple sources. Among these are: 1. Ticket sales 2. Media rights 3. Branded/licensed merchandise 4. Concessions 5. Parking 6. Sponsorships 7. Facility naming rights 8. Stadium ads b. Marketing under extreme scrutiny on the part of the media and public. 1. Unlike most traditional businesses, sports and entertainment organizations conduct a good deal of their business in the glare of the media and the public. I. Compare the recruitment of employees and executives for even a major corporation to the media focus that surrounds the NFL or NBA draft and the hiring and firing of sports coaches and managers or the choice of one actor over another for a key role. II. This complicates personnel decisions in that team executives must balance team performance or entertainment production and the business needs of the organization with the intense pressure often placed on them by their fan bases, via the media.

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