1. Marketing Plan Sports & Entertainment Marketing

2. What is the Marketing Plan? A written document that provides direction for the marketing activities for a specific period of time It is a critical planning tool for any business, regardless of industry Defines goals and strategies Serves as the “game plan” Communicates the goals, objectives, and strategies of a company to its employees

3. Key components of an effective marketing plan: 1.Mission Statement 2.Executive Summary 3.Situation or S.W.O.T. Analysis 4.Marketing Goals / Objectives 5.Market Research / Marketing Strategies 6.Implementation 7.Evaluation and Control

4. The Mission Statement A written statement that captures an organization’s purpose, customer orientation and business philosophy The majority of marketing strategies are founded on the basis of the mission statement content

5. S W O T Strengths Weaknesses Opportunities Threats The Situation (S.W.O.T.) Analysis

6. S Strengths Resources and capabilities that can be used as a basis for developing a competitive advantageStrengths Patents Strong brand names Positive reputation among customers

7. W Weaknesses Qualities that give a business a competitive disadvantageWeaknesses Lack of patent protection Weak brand name Poor reputation among customers Lack of resources Inadequate distribution channels

8. O Opportunities Events that could facilitate company profit and growthOpportunities An unfulfilled customer need Arrival of new technologies A niche that has not yet been exploited Mergers Entry into new markets

9. T Threats Events that could have a negative impact on the companyThreats Shifts in consumer tastes away from company products Emergence of new substitute products Government regulation

10. Project Time Work Individually See attached document for Project Information