Sports Marketing Plan Essay Example

plan. The plan will also look at psychological and sociological factors that will affect the success of the plan. The company will use marketing approaches to reach the target customers and monitor the results thereafter. The paper is going to discuss the marketing plan of Jakes enterprise on how to effectively implement sports strategies.

Company Analysis

Jakes enterprise is a sports company that was established in 1999 and it is privately owned. The enterprise has a vision of being the best sports facility in the country and its mission is providing the customers with the best facilities possible. The company offers inhabitants with opportunities to participate in a number of sports by providing recreation facilities. People from all levels and ages are welcome to improve their athletic skills and keep fit through leading a healthy lifestyle. The company offers experiences in sportsmanship, teamwork, cooperation and fair play whereby the customers have chances of increasing their confidence (Shank, &Lyberger, 2014).

The target customers are youths who are interested in competitive sports and the enterprise has an objective of making the facility the most successful and most memorable experience in the lives of the participants. The company has conducted a research enabled it to determine the likely type of customers. The decision was based on this research whereby interested parties were asked to give their opinions. A competitive analysis was also carried out whereby the competitors were visited and the services offered were analyzed. Soccer is a growing concern and the company plans on availing both indoors and outdoors facilities for the customers. Boys are mostly interested in football while girls are interested in volleyball and tennis. The enterprise is

also open for people in other age groups and they can participate in any sport they want (Ioakimidis, 2010).

The success of the plan will be based on allowing all customers to participate in any sport that they are comfortable in. The customers will be offered equal opportunities regardless of the age or the experiences and skills. The company will create a positive atmosphere for the customers whereby the participants will be taught how to work with a team and sportsmanship skills as well as how to interact with team members (Fullerton, &Merz, 2008). The company will offer a broad category of sports opportunity and encourage customers to participate in heightening their confidence levels and acquiring health benefits. The customer will also be provided with the choice of building their own teams whereby they can be based on friendship or family relationships.

Marketing Environment

The company has some internal and external contingents that will determine the success of the plan. Sociocultural forces are a disadvantage to the company because the community of today has limited time to engage in recreation activities. The company will have to work hard to fight these forces. Technology is also a force that is challenging to the enterprise since it will be forced to move with the current trends which will require financial resources. Legal forces are an aspect in the industry since physical activities come with some risks and dangers to the health of the customers (Shank, &Lyberger, 2014). The enterprise is going to be faced with economic issues due to the large budget required to cater for the expenses of implementing the plan. Implementing the plan will face the challenge of

competition due to the availability of other businesses that offer the same services and facilities.

The enterprise has some strength that will help it in being successful in implementing the marketing plan (Ioakimidis, 2010). The enterprise has a good reputation and many people like the facility, hence the high profits during summer seasons. The good customer base is a major strength in the company which is as a result of good recreation facilities and good relationship with the neighborhood. The facilities cater for a number of sports ranging from gyms, soccer fields, and volleyball grounds to softball pitches. The reputation is also as a result of improvements in technology whereby the customers are given digital personal assistance. Therefore, the customers are given a feeling of belonging and the marketing plan will take advantage of this strength.

The company is however faced by some weaknesses like capital challenges since it does not make profits in the off seasons. The enterprise requires more finances to be able to create indoor facilities for customers to participate even in the winter seasons. The success of the plan depends on the creation of indoor facilities and the company needs to come up with ways of getting the required funds. The company can partner with other companies to generate the required funds for creating indoor facilities (Fullerton, &Merz, 2008).

There are some opportunities that may be used by the company to ensure the success of the plan. There is a large number of people that is interested in sports activities and the program has an opportunity for growth as long as the number of people interested in sports continues to grow. The interested people

are not gender sensitive since the facility offers a number of sports. The program has an opportunity of expanding due to the increase in a number of people who want to practice healthy lifestyles (Ioakimidis, 2010).

The company is also faced with some threats like tax charges and competitors. The local government charges a lot of tax revenue to sports facilities which is a threat to the success of the program. The provision of these services also comes with other concerns like health and safety issues. The participants sometimes also pose some threats like verbal and physical abuse against their opponents. Therefore, the company could be faced with legal and liability issues as a result of providing these services which are a great threat to the company. Other organizations are capable of offering the same services and they might have the advantage of resources as compared to Jakes enterprise (Shank, &Lyberger, 2014).

Market Competitors

There is a lot of competition in this business because there are a number of facilities that offer the same services. However, there is no facility that has as many sports as Jakes enterprise and the infrastructure in the other companies is no better than ours. Some customers prefer the other facilities due to the cheaper prices and availability of space. The facilities include the national gymnastics academy, the national soccer pitch, the YMCA volleyball grounds, the NY basketball and the northern softball company. All these facilities offer special services and some customers prefer them to the range of services in our company due to combined interest of the customers found in these areas. Our company has a good market share due to the

number of customers received especially during the peak seasons (Fullerton, &Merz, 2008). The number, however, drops in the offseason mostly due to the unavailability of indoors facilities that are available in other facilities.

The company plans at offering its customers with indoor facilities that will avail its customers with the necessary recreation facility during the off-peak seasons. The customers will also be provided with learning opportunities and experiences in all the various sports offered by our company since the staff members include experts in several sports that will coach our interested customers. Our customers will be provided with a means of improving their skills in sports and athletic skills in their areas of interest. The customers will also be provided with an opportunity of learning to work with a team and skills in sportsmanship as well as fair play. The facility will be a source of fun to our customers and they will enjoy every moment they spend in our facility hence their lives will be enhanced and enriched. The customers will also be provided with an opportunity to better their lives by enhancing health and fitness. The benefits of the facility will be realized by all the participants and the experience will change their lives positively (Stotlar, 2005).

Marketing Strategy

To achieve the desired results, the company will partner with new members to facilitate expansion to new areas for customers to be provided with larger playing grounds. Due to the growing interest in soccer, the company will offer soccer programs to the customers that will help them enhance their skills in the game (Fullerton, &Merz, 2008). The company will also add other facilities for growth to be

enhanced in the enterprise and provide flexible opportunities to the customers. By investing in additional facilities the financial resources will be increased and the company will benefit due to increasing in profits.

The marketing strategy will communicate the value of our unique services that we will be offering to our customers. The strategy will focus on the benefits the participants will acquire the facility and the needs of the market will be identified and communicated in a positive way. The strategy of growth of the enterprise will pay attention to the experience and the opportunities provided to the customers. All the participants will be provided with a high-quality education and they will be able to acquire the desired experience in our facility (Ioakimidis, 2010).

The marketing mix will mostly be based on promotions which will enable us to gain a competitive advantage. The prices will be according to the market prices and the facility will be retained at the current location due to its availability in location. The customers will be reached through various channels and the process will be ongoing until all the targeted customers have an experience in the facility. Advertising will be the main channel of communication whereby the company is going to put advertisements online and publish the facility online. The company is also going to use its website to communicate with the recreation facilities available and also put the information on the social media pages which will include Facebook, twitter, Instagram, IMO, pamchat and viber (Stotlar, 2005). The company is also going to put some billboards around and print business cards that will be offered to the target customers. The enterprise is

also going to publicize its services through signs, testimonies, referrals and stationary.

The company will sponsor its program through research, community events, local charities, and sports events. The enterprise has a plan of getting feedback from the potential customers and the existing ones as well as the stakeholders in the industry. The plan will use networking methods to reach out to the customers through the provision of advice on blogs and speaking to people on public events and business events. The services will also be promoted through offering samples, freebies, sales options, displays and discount coupons (Fullerton, &Merz, 2008). Internal marketing will also be a strategy of reaching the customers whereby the employees will be encouraged to rebate and sale incentives as well as referral incentives.

The company is going to review the charges whereby the charges will be according to the ranges provided by other competitors. Charging customers according to the market prices and providing exceptional customer services will ensure that the company is at an advantage. In the next five years, the enterprise will have expanded locally and internationally. The strategy is going to be monitored throughout whereby the manager is going to establish the financial and human resources for the success of the process. The activities will be evaluated on a monthly basis and a report will be filed monthly and the outcome compared to the main budget plan. The manager will come up with projects that will be delegated to each team and it will be responsible for the projects delegated to it (Stotlar, 2005).

References

1. Fullerton, S., &Merz, G. R. (2008). The four domains of sports marketing: A conceptual framework. Sport Marketing Quarterly,
   

17(2), 90.