SC SPTE 380 - Wrangler's Case Study (22 pages)

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SPTE 380 Lecture 3 Outline of Last Lecture Objectives To identify the key stakeholders in sport marketing and the interaction between them that creates the brand perception To recognize the interacting components of the marketing management process To appreciate the core elements of market analysis product concept and product position To understand the distinctions among the five Ps of sport marketing product price place promotion and public relations Marketing Management Strategy Marketing minded leaders are needed in today s sport organizations Strong marketing management strategy requires both strategy big picture concepts and Tactics the details of the plan Marketing Planning Process MPP builds a marketing plan but must also integrate with an organization s overall strategic vision The planning process comprises five steps See figure 2 1 Step 1 Develop Vision Position and Purpose Core vision and ideology Sport organizations must determine or establish core values and ideology before moving forward with strategic marketing efforts Step 1 Develop Vision Position and Purpose SWOT Analysis snapshot Sport organizations must systematically gather and collect data about their consumers often through DBM and CRM systems These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Sport organizations must scan their internal strengths and weaknesses and external opportunities and threats environments before moving forward with strategic marketing efforts SWOT analysis will assist sport organizations in analyzing market trends and fads CRM Customer Relationship Management DBM Database Marketing Guerilla marketing in SWOT threat concentrate on your brand through your core values An established company that stands out Apple Step 1 Develop Vision Position and Purpose After SWOT Analysis Following SWOT analysis sport organizations must reevaluate their strategies and potentially change