CONTIGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING

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CHAPTER 2

• CONTIGENCY FRAMEWORK FOR STRATEGIC SPORTS
  MARKETING

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Overview of the Contingency Framework for
Strategic Sports Marketing

• Foundation of any sports organization is to
  design and maintain a sound, yet flexible
  strategic framework
• Strategic framework that is suited to the sports
  industry is the contingency framework. Why?
• Flexible and adaptable to changes in the
  marketing environment

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Contingency Framework for Strategic Sports
Marketing
Planning 1. Understanding Consumers Needs a.
Marketing Research b. Consumers as
Participants c. Consumers as Spectators 2.
Market Selection Decisions a. Market
Segmentation b. Target Markets c.
Positioning 3. Marketing Mix Decisions a.
Sports Products b. Pricing c.
Promotion d. Place Implementation Control
fit
fit
EXTERNAL CONTINGENCIES Competition Legal/Politica
l Demographics Technology Culture Physical
Environment Economy
INTERNAL CONTINGENCIES Organizational
Vision Organizational Mission Organizational
Objectives Mktg Goals Org Strategy Org Culture
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THE STRATEGIC MARKETING PROCESS

• A. THE PLANNING PHASE
• STEP 1 UNDERSTANDING CONSUMERS NEEDS
• 1. Marketing Research
• 2. Consumers as Participants
• 3. Consumers as Spectators
• STEP 2 MARKET SELECTION DECISIONS 1.
  Segmentation Alternative
• 2. Target Markets
• 3. Positioning
• STEP 3 MARKETING MIX
• B. THE IMPLEMENTATION PHASE
• C. THE CONTROL PHASE

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Activities Associated with Implementation

• Organizing
• Leadership and Interaction
• Resource Acquisition and Allocation
• Coordination and Timing of Activities
• Information Management

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Control Phase

• Sales Analysis
• Profitability Analysis
• Customer Satisfaction
• Marketing Audit