MMS715 Business Case Assessment Help
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MMS715 Business Case Study Assignment Help
Business Case:
Th proposed business case is for the North Melbourne Football Club, on the hypothetical proviso that they be re-located to Tasmania. This possibility has received a lot of media traction in recent times, and with the current global climate it seems that the commercial viability of 10 Victorian based Clubs is as vulnerable as ever.
Case Aim:
To attend to one of the main components of building a commercial framework that would make an AFL Club financially sustainable within Tasmania, which is to drive membership purchases.
Overarching Ambition:
- To develop a brand that is inclusive of the entirety of the State of Tasmania, and localized to the market itself
- g. Should we re-brand the Kangaroos to the Tasmanian Devils? – I believe so and the AFL already owns the copyright for this name
- Need to develop messaging which the entirety of the State will support as opposed to continuing the current geographical rivalries between the North, North West and South. E.g. ‘Tasmanian Devils, Our Team’, call to actions being to ‘Be Part of History, Become a Foundation Member Today’.
Target Market Segment:
- Personally, I believe families are the most important segment to target. Will obviously need to find research sources etc, but in principle – engaging an entire family is likely to develop a stronger attendance through 4 or 5 people attending together, as opposed to friends which is normally 2 or 3. It is also imperative on target the next generation of fan for the long-term viability of the Club, who will one day get to the point where they have a strong brand affiliation and will get to the point where they purchase their kids memberships and take them games- Again, will need to go into theory here to substantiate the importance of attracting kids and the impact this has on brand loyalty, as well as them being more likely to purchase merchandise?
IMC Promotional Components
- Sales Promotion – With every Foundation Family membership (admits 2 parents and 2 children), receive 2 junior Devil’s jerseys for free
- Benefit of the free jersey is to further extenuate on the already established fandom of the child and build further brand equity
- Fans are more likely to become engaged with merchandise (need theory to support). g. wear it in public, spread word of mouth etc.
- Have this sales promotion intertwined with latter two IMC messaging platforms
Direct Marketing (both across eDM and telephone calls) – Target existing AFL grassroots participants within the State and existing AFL Tas database.
Do research into the number of junior players (both boys and girls), as well as AusKick across the State
AFL established the ‘United we Stand’ sign-up page (https://www.unitedwestand.com.au/) which has 64,232 registered database members.
Communicate to the registered members who are parents across both of these databases to push Foundation Membership and the Sales Promotion
Do this through email, as well as follow up phone calls from foundation players of the team
Will be able to get access to AFL database as it is in their interest to build the game, entire purpose of establishing sign-up campaign
Provide trade-off with local football associations for database access – e.g. will conduct a player’s clinic for member of the association and signed Devils jersey which they can auction to raise funds for the club, in turn for access
Advertising – important that we generate mass reach to unify the entirety of the state behind the team. Will have a number of key leverage points to reduce the cost of coverage, e.g. giving radio stations free ticket to games which they can distribute as prizes for on-air competitions, in return for promotional reads.
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