The business sector has always realized the importance of developing a strategic marketing plan. Similarly, the sports sector has also recognized the need to establish a marketing plan to ensure high-quality performance and success. Many researchers in the field of sports argue that sports will not survive without a strategic marketing plan. The reason for this is the increased competition inherent in the entertainment industry. The A.I.S, as Australia's main national sports institute, is not exempted from implementing a marketing plan. A.I.S was founded with the aim of improving the sports industry in Australia. Since its inception, the institute has served successfully the nation's sports industry. However, as the world is constantly developing more innovative programs, A.I.S faces many challenges and competition from other sports institutes that provide high quality and entertaining sports. To remain competitive in this sector, a marketing plan is crucial.
The strategic marketing plan examines the current state of the institute and analyses in detail its strengths, weaknesses, opportunities and threats accordingly. The analysis also seeks to develop a marketing strategy for A.I.S that will help the institute improve by the year 2022. This involves examining the products, prices, promotion and place, commonly referred to as 4ps in business terms. Analysis of the 4ps helps greatly in implementation of action approaches aimed at improving the entire institute. Therefore, AIS needs to take some action plans to effectively sort its problems and continue to be in the lead.
Inhaltsverzeichnis (Table of Contents)
- Situation Analysis
- Overview
- The Current Situation of A.I.S.
- Products
- Competitors
- SWOT Analysis
- Weaknesses
- Opportunities
- Threats
- Objectives
- Enhance Better Performance
- Promote People Development
- Sport Development
- Business Development
- Marketing Strategy and Action Programs
- Product
- Price
- Place
- Promotion
- Physical Evidence
- People
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This strategic sport marketing plan aims to analyze the current state of the Australian Institute of Sport (A.I.S.) and develop a comprehensive marketing strategy to improve its performance and ensure its continued success in the competitive sports landscape. The plan focuses on identifying the institute's strengths, weaknesses, opportunities, and threats, as well as developing strategies to address these factors and enhance the overall effectiveness of A.I.S.
- Analyzing the current state of the A.I.S. and identifying its strengths, weaknesses, opportunities, and threats.
- Developing a marketing strategy for A.I.S. that addresses its key challenges and opportunities.
- Implementing action programs related to product, price, place, promotion, physical evidence, and people to improve the institute's performance.
- Ensuring the A.I.S. remains competitive in the evolving sports industry and achieves its objectives.
- Exploring the impact of technological advancements and innovations on the A.I.S. and its athletes.
Zusammenfassung der Kapitel (Chapter Summaries)
The "Situation Analysis" chapter provides an overview of the A.I.S., highlighting its history, facilities, and key programs. It examines the institute's current situation, including its strengths, weaknesses, opportunities, and threats in the competitive sports environment. The chapter also outlines the institute's key products, including athletes across various sports disciplines, and its main competitors.
The "Objectives" chapter outlines the A.I.S.'s key goals, which include enhancing athlete performance, promoting people development, fostering sport development, and driving business growth. It provides a clear framework for the strategic marketing plan and sets the stage for the development of specific action programs.
The "Marketing Strategy and Action Programs" chapter presents a detailed plan for improving the A.I.S.'s marketing efforts. It covers various aspects of the marketing mix, including product, price, place, promotion, physical evidence, and people, and proposes specific actions to enhance each element. This chapter is a crucial part of the plan, outlining the practical steps the A.I.S. should take to achieve its objectives.
Schlüsselwörter (Keywords)
This strategic sport marketing plan focuses on the Australian Institute of Sport (A.I.S.), its strengths, weaknesses, opportunities, and threats, and the development of a comprehensive marketing strategy. Key topics include athlete performance, athlete development, sports training facilities, competition, marketing mix, product, price, place, promotion, physical evidence, and people.
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- Richard James (Autor:in), 2011, Strategic Sport Marketing Plan for Australian Institute of Sport, München, GRIN Verlag, https://www.grin.com/document/268209
