06 May 2-2 Journal: Sport Marketing Research and the 4 Cs
11734first, review Chapters 3 and 4 in your text on the sport marketing process and sport marketing research.
Next, using some of the methods and suggested resources described in Chapter 4 and any additional sources, conduct preliminary research on the 4 Cs (consumers, competitors, company, and climate) of the organization, individual, team, or facility for your final project. Then, in a 3- to 4-paragraph journal assignment, address the following:
Consumers: Who are the current or potential consumers for your sport organization, individual, team, or facility? What do you know about them? What don’t you know but would like to?
Competitors: Who are the major competitors for your organization, individual, team, or facility? Discuss some of their strengths or weaknesses.
Company: What makes your organization, individual, team, or facility unique compared to the competitors? What is the specific appeal to existing consumers? How could it appeal to a new target consumer? Explain your reasoning.
Climate: What is happening in the climate of your organization, individual, team, or facility? Does this create more opportunities or challenges? Explain.
As you complete this journal assignment, start thinking about how this information can be used in a SWOT (strengths, weaknesses, opportunities, and threats) analysis, which you will be preparing in Module Three as part of Milestone One for your final project.
Keep in mind that in this course, you are not expected to conduct primary research, but rather you are being asked to demonstrate research skills by finding secondary information available to the public.
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