The Marketing Plan
Sports Marketing Careers
2
Chapter Objectives
Explain the purpose and function of a
marketing plan.
Identify each element found in a marketing
plan.
Discuss the diversity of career and
employment opportunities in sports
marketing.
Identify different career and employment
opportunities in sports marketing.
3
Why Write a Marketing
Plan?
A marketing plan
communicates the goals,
objectives, and strategies
of a company to its
employees.
marketing plan a
written document that
provides direction for the
marketing activities for a
specific period of time
Some marketing plans are
prepared to obtain
financing from outside
investors for a new
venture.
4
Elements of a Marketing
Plan
The six basic elements, or
sections, found in
marketing plans are:
executive summary an
overview of the entire
marketing plan
Executive summary
situation analysis a
study of the internal and
external factors that
impact a marketing plan
Situation analysis
– SWOT analysis
SWOT analysis a study of
strengths, weaknesses,
opportunities, and threats
Marketing
goals/objectives
continued
5
Elements of a Marketing
Plan
Marketing strategies
– Target markets
– The marketing mix
Implementation
Evaluation and control
marketing strategy a
method that identifies
target markets to make
marketing-mix decisions
that focus on those
target markets
implementation putting
the marketing plan into
action
6
SWOT Analysis
S
Strengths
W
Weaknesses
O
Opportunities
T
Threats
Qualities that give a business a competitive advantage
Qualities that give a business a competitive disadvantage
Features or events that could benefit the business
Features or events that could damage the business
7
Understanding the
Marketing Plan
A good marketing plan should be as detailed as
possible about the goals and resources of the
company and its employees.
8
1.
Why should a business write a marketing
plan?
2.
What is a SWOT analysis?
3.
List the key elements of a marketing plan.
9
Overview of Sports
Careers
Career areas in the sports industry include:
Sporting goods companies
Professional sports teams and leagues
College sports teams and leagues
Amateur sports teams and leagues
Professional sports teams and leagues
Sports associations and organizations
Broadcast, online, and print media
Sports venues
Sports agencies
Fitness and recreation
Special sports events
10
Overview of Sports
Careers
Sports venues hire people
to manage the coordination
of large events.
sports venues facilities
or locations where
sporting events take
place
Sports agencies represent
professional athletes in all
fields of sports.
sports agencies
companies that
specialize in marketing
and managing sports
events, sports teams,
and professional athletes
11
Overview of Sports
Careers
Other sports-marketing careers that are growing
in popularity are found in the health and fitness
and recreation industries.
12
Future Careers
Skills from almost every profession will benefit
you if you decide to pursue a career in sports
marketing.
13
Online Dream Teams
Fantasy sports
participants
choose
Operating an e-tail business
on anleague
electronic
channel—the
to create
their
own
Web—can be costly,real-life
due toplayers’
design,names
delivery,
returns,
and
operating expenses.imaginary teams. The changing real-life
statistics of those players determine the
of companies
the fantasy teams.
Though Many largerranking
dot-com
crashed in the
With
the Internet,
areHarris
quicklyCyclery
updated,
members
can
1990’s,
small statistics
stores like
of and
West
Newton,
instantly
make trades,
changeincrease
salaries, sales
and discuss
Massachusetts,
actually
using players
a basicand
Web
teams
With
over of
12Harris’s
million fantasy
and the
site.online.
Today,
a third
bicycleparticipants
business rides
in on
focus
individual
onlineparts
fantasy
provide
new
theon
Web
to get players,
hard-to-find
andleagues
personal
service.
opportunities for sports marketers to explore.
Describe an e-business’s home page to your class after
one through
Forviewing
more information
onmarketingseries.glencoe.com.
sports and entertainment marketing,
go to marketingseries.glencoe.com.
14
1.
Is it necessary to be an athlete to work in the
sports industry? Why?
2.
Name different types of businesses or
organizations that are part of the sports
industry.
3.
What are some responsibilities a sports
agent might have?
15
Checking Concepts
1. Explain the purpose and
function of a marketing plan.
2. Identify the elements of a
marketing plan.
3. Explain how to conduct a
SWOT analysis.
4. Identify the guidelines for
a marketing plan.
continued
marketing
plan
1. A
2.
3.
4.
Guidelines
The
SWOT
elements
analysis
for
are:
a
provides
direction
for
studies
marketing
executive
two
plan
internal
are
marketing
activities;
and
that
summary,
ittwo
must
external
situation
be
communicates
goals,
factors
simple,
analysis,
that
singlemarketing
impact
objectives, and
a
minded,
goals/objectives,
marketspecific,
strategies to
plan:
reasonable,
marketing
Internal =
employees; informs
strengths
measurable,
strategies,and
and
employees
about
weaknesses;
must
implementation,
contain a time
their
responsibilities;
external
frame.
and helps
evaluation
=a company
and
and
opportunities
control.its
and
monitor
threats.
performance.
16
Checking Concepts
Employment
5. Sports
6.
7.
Marketing
marketing
opportunities
arebe
requires
strategiesdiverse
must
found
in to a target
skills
directed
including:
professional
communication,
market and and
collegiate
organization,
respond tosports,
thesales,
four
sports
associations
creativity,
P’s of the
and
organizations,
administrative,
marketing
mix:
broadcast,
online,
financial,
Product, Price,
and
and
print media,
7. List five different
interpersonal
Promotion,
and
skills.
sports venues,
Place.
employment opportunities
sports agencies,
in the sports marketing
and in many other
industry.
career areas.
continued
17
5. Name appropriate
marketing strategies for a
marketing plan.
6. Discuss the diversity of
career skills used in the
sports marketing industry.
Checking Concepts
Critical Thinking
8. Explain the relationship
between threats and
opportunities.
8. Opportunities are
external factors which,
if handled properly, can
bring rewards to a
company, whereas
threats are external
factors which can
negatively affect a
company. However, by
taking initiative to
address the threats,
companies can turn
them into opportunities.
18
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