SPORTS MARKETING – RIPCURL PRO SURFING EVENT
Your task is to develop a Strategic Sport Marketing Plan (Ripcurl Pro) of 4000 words on a sport marketing issue ortopic of your choice.
Your plan should firstly demonstrate analytical skills and frameworks to develop a comprehensive overview of the marketing background and current situation of your organisation or issue. From here, objectives will need to be developed and strategies and action plans outlined that clearly guide your organisation on its marketing strategy. Your aim is to produce a plan that has consistency throughout its components, and is detailed enough for an organisation to ‘take to market’. See page 2 and 3 of this document for a full outline of the structure and marking guide for assessment.
PART 1 – INTRODUCTION AND CURRENT MARKETING SITUATION
Introductory issue statement including the focus of your marketing plan and a review of market information. The background, rational and scope of your plan should be clear here.
PART 2 – ANALYSIS AND SWOT
This major section details the various analyses you have undertaken on the organisation and issue. This section should includesome or all the following tools or analysis: a summary of the macro/micro environment, industry analysis, an overview of the current or proposed product or service, and a competitor analysis. Analysis sections should conclude with a summary SWOT analysis in a table and include a summary statement of this material. Evidence of a high level of research is required here, from a combination of sources including digital or online sources.
PART 3 – OBJECTIVES
These are the specific objectives of your marketing plan. These objectives must be (S.M.A.R.T OBJECTIVES) and flow logically from earliersections.
PART 4 – MARKETING STRATEGY
This section outlines the strategies for your plan and organisation. This should include a clear and justified process of segmentation, targeting and positioning. Following this, the ‘P’s’ of sport marketing should be addressed specific to your plan(this should include discussion of the product/service offering, price, distribution and promotions used). A specific promotional plan outlining the tool or communications to be used is recommended where needed.
PART 5 – ACTION PROGRAMS
This is where you set forth your suggested program of what will be done, by whom, as well as the where and when. This section must correlate with the marketing strategy section and should include a timeline of activities and a costed budget(including justification of spend) that would be useful for your organisation to implement your plan. Means of evaluation/measurement and control should be outlined here as well.
PRESENTATION, INTEGRATION, COMMUNICATION AND REFERENCING
The report should include a title page and appropriate headings, use correct English, avoid grammatical errors, have a logical flow and be easy to follow. Harvard referencing style MUST be used for all sources. Deductions will be made where communication, flow and readability are poor. Be sure to include a reference list, inclusive of all reports and sources used as well as referencing where any analytical tools or frameworks are used. /10
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