Sport Marketing

By Author: Anthony W Bills
Total Articles: 158
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Sport Marketing
Marketing strategies of sport channels in football broadcast rights on TV

Introduction

Marketing strategy is described as a process that allows an organization to concentrate its available resources to the greatest and available opportunities to increase its sales and still gain a sustainable competitive advantage. The marketing strategy should be centered on the key concept on which the customer satisfaction should be the main goal. The marketing strategy is a method on which an organization focuses on the available energy and resources to a given course of action which can in turn increase sales and also contribute to the dominancy of the target market (Porter, 1985).
A marketing strategy is a combination of different products development, promotions, distributions, pricing, relationship management and other elements that tries to explain the firms marketing goals and how they can be achieved within a given time frame. The marketing strategy on the other hand determines the choice of the target market, the positioning and the marketing mix as well as the allocation of the resources. ...
... It is important when the overall of the firm strategy defines a clear and precise way on how the company’s goals can be attained. On the other hand, the strategy should also ensure that there is a defined way on how the company will engage customers, current and the prospect as well as the competitors in the market arena. There should be also a defined corporate missions and goals of the strategy. The main mission of the strategy is to keep the marketing in line with the company’s mission statement (Proctor, 2008).
In sports, the marketing strategies are vital and any distinctive strategy that one uses determines how the given club will fare in the market. Most clubs goes on buying broadcasting rights in order to convey their message to their audience. On the other hand, broadcasting companies tries to offer the best they can also to attract more advertisers. The research on the marketing strategies on sports will focus on both the individual companies advertising and the broadcasting companies (Torrance, 2005).
Motivation of the research topic
In most cases, most organizations fails to achieve their goals because the lack a defined marketing strategy. This has been an issue of concern and has raised many questions on how the problem can be addressed. In this research, Effects of Marketing Strategies on the success of an organization, which is the main problem to be addressed, will deeply look on the issue through conducting research with a help of primary and secondary sources.
Research question
Most companies are looking for different and effective ways to put off their competitors and also remain ahead of competition. The marketing strategies they use matters a lot and they are the determinant of how far the company will go. The sport media networks have been fighting for the few clubs available in the Gulf region. Therefore, they look forward to answering the question, what marketing strategies to these media networks use to ensure they attract more clients and what services to the sports clubs look for?
Aims and objectives
The first objective is to determine how marketing strategy impact the success of the company by focusing on the academic literature that clearly states it is caused by demographics and culture changes. Therefore, this first objective will bring out the company’s marketing trend that will contribute to the success of the organization, (Martín-Barbero, S., & Sandulli, F., 2006). To investigate these issues, people will be asked different questions to see what pulls them towards given products and serves by conducting questionnaires and spreadsheets to analysis the data. The spreadsheet data will help to determine which demographics are attracted to which those products that would stem from this academic approach. From there, the second objective is to take the key findings and apply them to the literature by showing how the percentage in some companies marketing strategy can change how a customer’s appeal to it can increase or decrease. This will be shown through the data that will be displayed on the spreadsheet so that the academic approach can help the research to reach its hypothesis. Therefore, the final objective is to draw to the conclusion that gives the effects of marketing strategy to the organization and how they must be done to improve the organization’s strategy. An organization must use the relationship Marketing Strategy, which would give them further insight into what the customer wants by examining the data collected from the questionnaires and spreadsheets.
 To determine how marketing strategy impact the success of the company
 To determine how the strategy can be applied to the company success
 To determine how the marketing strategies can be applied to the company’s success
 To draw conclusion on how the marketing strategy can be effective to the performance of the company
Methodology
In this research, human subjects will be used for data collection. The data will be collected by observing two groups that are controlled; one group will be that of people who are familiar with the marketing strategies the club they support uses and other will be management of the sporting clubs and media companies. Both of these groups have the same advantages. Their familiarity with the subject will be tested through some oral questions and written questions as they will be stipulated on the questionnaire. At the end, they will fill in a questionnaire to measure if there is any improvement or decline in the behavior and perception of the support to the clubs.
Sample size
The sample size for this stud y will be 100 people, the procedures here will include but not limited to the distribution of fliers so as to obtain the participants. The population was selected due to the varying percentages of male and female and the races of those who are funs of the sports. The questionnaire will include questions on race, gender and questions that will determine the perceptions of the different people on the marketing strategies used. The reporting session will obtain the details of both groups which would have been missed by the questionnaire about their perceptions in regard to the problem under study.
Concepts under study
In order to have a complete and concise research on the subject, there is a great need to understand the actual problem and the topic of study. Which to analyze the marketing strategies of sport channels in football broadcast rights on TV.
The topic or research is broad and needs time and dedication to acquire the required information in regard to topic from different participants. To verify this, there must be a better research method that will help in gathering enough and vital information on the former and the current marketing strategies.
Analyzing data
To analyze the data regarding the selections that are made on the questions that will be broken down by gender and race, to allow for the rejection or confirmation of the hypothesis SPSS software will be used. The independent variable here will be gender and race while the dependent variable will be the current marketing strategy. Ethical concerns in this research will be addressed by the use of data concerning race and gender as the variables. To maintain anonymity and deter the researcher from skewing the results because of association, no names will be used for any of the participants. All the participants will be given a number and their race and sex will be identifiers on the questionnaire.
Literature review
The marketing concepts of building any given organization around the customer satisfaction have helped many firms to achieve high success in high growth rate in competitive markets. However, for a company to be successful in a market which economic growth has leveled and there is are many competitors who are also following the marketing concepts, a well developed marketing strategy would help in breaking the competition and also in helping the company achieve is marketing goals. Such strategy may include the products portfolio and will take into account the moves that are taken by the competitors in the market (Ranchhod, 2007).
There are two most common uses of the marketing research in the marketing strategy. They are for the diagnostic analysis for the purpose of understanding the market and the organization’s current performance and also for the opportunity analysis for defining any available unexploited opportunities for the organization’s growth (Porter, 1998).

References
Martin-Barbero, Samuel, and Francesco D. Sandulli (2006) Harley Davidson’s Brand Identity on the Web: A BIWAM® Filtering. Journal of Website Promotion [Online], April, 2(1&2), pp.141-161. Available from [Accessed 30th March 2011]
Porter, M.(1985): Competitive Advantage. Creating and Sustaining Superior Performance. The Free Press, New York, NY.
Porter, Michael (1998): Competitive Strategy (revised ed.). The Free Press Publications.
Proctor, T. (2008): Strategic Marketing. An Introduction. (2nd Ed). London. Routledge
Ranchhod A. (2007): Marketing Strategies, financial times, prentice hall
Torrance, H. (2005). Research methods in the social sciences. London: Sage Publications.

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