HKIN 241 Lecture Notes - Lecture 20: Swot Analysis
Document Summary
Identify the purpose of the sport marketing plan. Analyze the sport product: dynamic and complex nature of the sport product, core product and extensions, dimensions of the sport product (3, tangible /intangible product s. Influence of market conditions: critical analysis of pats and current market conditions. Assessing the sport climate: examining internal and external factors. Various degrees of assessment: simple observation and reasonable reason. Branding (brand recall and brand recognition: using a name, design or symbol to differentiate a product, awareness (one spot in your head) Image: equity (perception of a brand relative to its competitors based on value) Packaging the sport product (don"t have to include in the project) Presenting the product in the best possible manner. Determine the value of the product (4 c"s: consumer, competitor, company, market climate (inflation, taxation) Price is the most visible and flexible element.
