• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

'With Specific reference to the marketing of sports development initiatives, discuss and evaluate the most important components of the marketing mix and consider their relevance to the customer'.

Extracts from this document...

Introduction

Marketing Assignment 'With Specific reference to the marketing of sports development initiatives, discuss and evaluate the most important components of the marketing mix and consider their relevance to the customer'. Once the Organisation or Company has developed its marketing strategy and the Target Market has been identified, it can begin to plan the marketing mix. The marketing mix is one of the dominant ideas in modern marketing. The marketing mix is the combination of four variable controllable tools: (below) * Product * Price * Place * Promotion (Kotler, 2001) These four tools are known as the 4P's, the Product is what is offered to the customer, which can be tangible for example; a football pitch, or the product could be intangible for example; a sports development programme. The Place is the location where the product is offered to the customer. It can be either physical location for example; a Football Stadium, or it can be a chain of distribution for example; a sports shop where you buy clothes to take home. The Price is how much the product costs. The price can be varied, depending on how much the customer values the product for example; a top golf course will ...read more.

Middle

'Mini-Soccer' Is an example of a Sports Development initiative, which below describes how the components of the marketing mix (product, promotion, price and place) are important, with the relevance of the consumer mind. The product: Mini-Soccer is a Football development initiative started in 1999 aimed at developing young players under the age of 10. The initiative is organised by the Football Association through local F.A's, where each F.A has a Mini-Soccer co-ordinator who is key to including all the agencies. Mini-Soccer takes place in Schools, Clubs, Festivals, and Mini-Soccer Festivals. There are many Mini-Soccer programmes available, and each club or school who takes part in Mini-Soccer must provide the equipment and pitches. The number of programmes available make accessibility easier for the consumer, so that children can take part in Mini-Soccer through the Primary school or at their local Football club. There are several quality issues such as the safe environment in which Mini-Soccer takes place, with fun and enjoyment in mind. The specifications of the equipment and pitches are standardised, and the principles and rules of Mini-Soccer are modified from the 110a0side game and are similar to those in Association Football, except that there are smaller goals and pitches, and fewer players on each team. ...read more.

Conclusion

The Dragon sports scheme is national, and incorporates the national flag - the dragon, into branding (its name and logo), therefore making it appealing to the Welsh children. The Dragon Sports programmes can be easily delivered by volunteers, supported by a comprehensive range of resource cards and equipment to help deliver Dragon Sports sessions, with further resource materials for the recruitment and training of volunteer parents, coaches and teachers. All resources are also compatible with the National Curriculum so therefore can be used within Physical Education in Schools. Dragon Sports is promoted by the Sports Council for Wales, but also individually through various schemes throughout the country. Various marketing communications are used mainly posters, and the easy to use website - which is appealing and informative. Promotions within Dragon Sports are ongoing, particularly the summer Dragon Sports. There are numerous places including the 1700 Primary Schools across Wales where Dragon Sports takes place, as it is a national scheme. Other locations of Dragons Sports are youth clubs, sports clubs and within communities. Transportation is arranged separately within local areas. There is no pricing strategy for Dragon Sports, as the aim is to increase participation and raise standards. Dragon Sports are funded by the Sports Council for Wales, who pay for the facilities and services, which are used. (http://www.campau-draig.co.uk/dsp_frame. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing mix

    It must fit to the idea that the firm is best off by designing and directing its activities according to the wants and needs of the customers within the segmented market. The problem with the marketing mix paradigm is of the theoretical nature.

  2. Describe and examine the major components of market orientation in relation to the marketing ...

    When looking at a customer orientated business from an economics and value-based perspective, consumers do not search for products with maximum quality or minimum price but seek products which are optimal to them on the quality-price-ratio (Rust and Oliver, 1994).

  1. Business Studies Assignment Marketing

    (please circle- more than one if needed) * Bowling * Wimpy * Arcade * Bar * American pool 7. What facility did you find to be the best? (please circle) * American pool * Wimpy * Arcade * Bar * Bowling 8. Do u think any of the following facilities needs to be improved?

  2. Strategic Marketing Report - Virgin Trains

    10.3 Place Place isn't so important to Virgin because they are stuck onto the track, stations are situated along it. A chain of link computer boxes would cost an awful lot, but the number of users may be outstanding (more research will need to be done to find the number of users compared with the initial cost).

  1. Free essay

    Marketing Simulation Game

    set a low price in channel 1 to attract other market segments but later as we re positioned our self and produced a high quality product at the top end of the market, with a prestige image, it was not suitable to set a low price on the product even if cost efficiency allowed this.

  2. Marketing Thorpe Park and London Dungeons.

    Groups & School Parties London Dungeons mainly welcomes large groups and school parties. Please email them for any further details and special rates. Stating the preferred date and time of your visit with the number of people in the group.

  1. Design a small scale marketing plan and formal report for a small business.

    able to sell your product and get a 'good price' for it. Competition is all about creating more benefits than rival products. It is essential for Jack that he sells the products that have many benefits to the customer; these benefits will help him sell his product.

  2. Analysis Ryanair's external Marketing environment and strategy

    This analysis examines five competitive forces: potential entrants; buyers; substitutes; suppliers and industry competitors, which determine level of industry competition and profitability. Applying this to the budget airline industry enables identification of opportunities and threats to Ryanair in its business environment (Johnson & Scholes 2002).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work