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SMGT 502: A Case Study: Marketing Plan

811 Words4 Pages

Chris Magill SMGT 502 1/21/2017 Preliminary Research: Marketing Plan Major league baseball (MLB) found in North America is the most popular and oldest professional baseball organization in the world. Although it consists of the American and National leagues, the professional baseball league houses more than 25 teams from seventeen states as well as Canada. The league has an excellent reputation and is broadcast across 233 countries and translated in up to seventeen different languages. However, with the current as well as a potentially bigger fanbase in the MLB, adding a new team from the state of Maine can create new excitement for the league and its following. (Paul & Weinbach, 2015). The Rockers is a brand new MLB team that will be located …show more content…

However, this exercise allows a comprehensive understanding of the target market while motivating the team and the fans in making significant contributions in making the team grow (Shapiro & Drayer, 2014). The preparation of a marketing plan entails the following considerations: the organizational focus which involves the teams’ mission statement and purpose from the onset. Organizational focus prevents the marketing plan from deviating from the scope without the right framework (McDonald, 2013). SWOT analysis- is important in measuring the weaknesses, strengths, opportunities as well as threats related to sports management, which help the company with both external and internal forces. Other considerations include identifying value proposition, target market, strategy and objectivity, and stock taking for re-evaluating how the marketing plan is performing at regular intervals (Pride & Ferrell, 2016). In practice, team advertisement will be achieved through multiple digital media outlets such as local TV stations, organizations websites, and various print centers. Apart from the sponsorship opportunities to all businesses, different prices and packages will allow various businesses or companies to associate themselves with Rockers. The Rockers will also engage in various charities and other …show more content…

References Bell, T. (2014). The demographics of Maine. Erhardt, N., & Martin-Rios, C. (2016). Knowledge Management Systems in Sports: The Role of Organisational Structure, Tacit and Explicit Knowledge. Journal of Information & Knowledge Management, 15(02), 1650023. Kaser, K., & Oelkers, D. B. (2015). Sports and entertainment marketing. Nelson Education. McDonald, M. H. (2013). Ten barriers to marketing planning. Journal of Product & Brand Management. Paul, R., & Weinbach, A. (2015). Using Prediction Market Prices to Differentiate Factors that Influence the Highest and Lowest Priced Tickets in Dynamic Pricing for Major League Baseball. The Journal of Prediction Markets, 9(2), 43-63. Pride, W., & Ferrell, O. C. (2016). Foundations of marketing. Nelson Education. Shapiro, S. L., & Drayer, J. (2014). An examination of dynamic ticket pricing and secondary market price determinants in Major League Baseball. Sport Management Review, 17(2),

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