The competition within the leisure
entertainment market has grown noticeable over the last years. All kind of
providers are competing against a flood of different leisure suppliers. The
same situation is true for sports clubs, which have to contend for money and
time of the customers against other sports clubs, theatres, cinemas and so
forth. In the case of sports clubs the customers as
spectators take special positions because they are simultaneously necessary to
create the atmosphere at the grounds, which is part of the sport product. This situation, together with the fact that
spectators are responsible for a huge revenue amount, makes the marketing of
their product crucial for sports teams and clubs, because marketing means
attracting customers.
The paper you can download using the link
below investigates and analyses the main marketing activities of the Rugby Football League (RFL), which is
the governing body for Rugby League football in Britain and Ireland, in
order to identify its current situation and possible issues. Passage four of the
work explains the marketing mix using the example of the Leeds Rhinos, which is one of the most successful teams in the Super League (SL), the highest Rugby
League club competition in Europe, administered by the RFL.
Key aspects of this paper are among others:
- The orientation of sports
- Environmental issues affecting sport clubs (macro and micro)
- Competitive advantage in sports
- The 7 Ps of the marketing mix of the Leeds Rhinos
The attached paper
was submitted to Coventry University in November 2013 as part of the assessment
requirements. Please feel free to download this
work for future references.
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