You are required to develop your own marketing plan to launch a new start-up women's basketball team that will be joining the WNBL next season.
The plan should be high level, and include strategies and tactics you would use to develop the brand for the new team. The plan will cover the three weeks before the season begins and the first three weeks of the season, where the new team—Wollongong Wasps—play their first three weekly games at home. Your budget is limited to$20,000, so TV advertising and expensive promotion is not viable.
Use the strategic sports marketing planning process to identify and summarise marketing opportunities for the Wollongong Wasps.
Layout
Your summary (approx. 1000 words) should include:
An analysis of the external environment (covered in Week 2) including:
- the forces driving industry competition
- the publics to be served.
An internal analysis (covered in Week 2) of the Wollongong Wasps including:
- a brief summary of the team brand
- a SWOT analysis.
A market intelligence summary (covered in Week 3) including:
- a summary of the relevant marketing segmentation variables (i.e. demographics, psychographics, behavioural) for the Wollongong Wasps.
Marketing mission and objectives (covered in Week 4) including:
- the specific marketing mission and objectives for the three weeks before the season begins and the first three weeks of the season.
Reference list (not included in word count)
Include with your submission a reference list citing your research sources and any other reference to work not your own. You may also choose to include an appendices with resources (data, images, etc.) to support your plan.