MMS712 Sport Marketing - Assignment 2

The assignment provides an opportunity to undertake relevant research of an environment, market, and product/service attributes, which must be completed in the form of a marketing analysis. It will take the form of a written report and recorded presentation.

CHOOSE YOUR CONTEXT: Choose one of the following consumer sport goods/services category and respective sport consumer market segments to analyse:

1. Social goods/services:

Examples include (not limited to), participation in a charity fun runs/bike rides/events, purchasing tickets to a sport event where % of proceeds are given to XYZ charitable organisation, purchasing sports equipment where % of proceeds are given to XYZ charitable organisation.

b)      Environmental goods/services:

Examples include (not limited to), purchasing equipment/apparel composed of recycled materials (e.g., shirts made of recycled plastic bottles, etc.), purchasing membership/season ticket pass to a team that is known for their environmental leadership (e.g., Philadelphia Eagles, NFL).

c)       Prestige goods/services:

Examples include (not limited to), participation in a sport or event known for its exclusivity or

‘prestige’ (e.g., golf, sailing, equestrian), purchasing tickets to a sport event that is known for its exclusivity or ‘prestige’ (e.g., SuperBowl, AFL Grand Final, the Masters golf tournament, etc.), purchasing sports equipment/apparel known for its exclusivity or ‘prestige’ (e.g., Stella

McCartney women’s sports apparel, Dolce & Gabbana men’s sports apparel, etc.).

We’ll write customized paper for you.
Get Upto 30% OFF on your Order!

Order Now Whatsapp Now

TASK: Address the three key steps in your analysis:

1. Analyse the goods/services market within your chosen category/context (social, environmental, OR prestige goods/services).

Identify three examples of goods or services within this context. Describe these goods/services examples:

• What is it?
• Where do you consume it?
• How easy is it to access this good/service?
• How much does it cost?
• Provide any details that help to provide a clear picture of what the good/service is and creates the foundation for being able to address the next two steps (#2 & #3).

Make this clear and justified!

2. Analyse market factors to identify possible consumer segments that would consume the respective goods/services. In reviewing the goods/services in point #1, and considering the various segmentation factors (e.g., demographic, geographic, psychographic, ), identify:

1. the general consumer market,
2. three possible consumer segments,
3. the one key target market (among the alternatives) for each of the three goods/services you’ve identified from your market.

3. Create key messages for each of the key target goods/service market. These messages must match the good/service, the 'bundle of benefits' that resonate to the respective target market. For example, for good #1, the target market is X, and the key message would resonate most with target market X for good #1.

Introduce your paper by setting the scene (sample is as follows): This paper will explore X market. X goods/services will be explored within this market and X consumer segments will be addressed. The key messages for each target market will be presented which is in line with the market details outlined.

Your recorded presentation should reiterate the information, insights and ideas from the written report but do so in a visually attractive and creative way. Please use tables, graphs and visuals to aid this presentation.

The presentation must allow each student to speak for the same amount of time and demonstrate an even spread of work across your group.

ADDITIONAL INFORMATION

• Students may form their own group (in classes or on Cloud Deakin discussion boards) OR you can add your name to the relevant discussion board list if you would prefer to be allocated to a
• Individuals must sign up to a relevant group in order to be considered a formal group member and to receive a mark for assignment

o You can sign up for a group (agree on an available group number) using the ‘More’ tab and selecting ‘Groups’ on Cloud Deakin.

• Each group should submit one single report by the due date in order to receive a grade for the
• Please label your submission as Group#_A2_MMS712 (e.g., Group13_A2_MMS712).
• Presentation is a recorded video format. Can be a narrated Powerpoint or presentation software of your choice.
• Presentation is your business or peer pitch of your analysis- use visual aids, keep clean, clear and concise.