Seminar paper from the year 2011 in the subject Business economics -
Offline Marketing and Online Marketing, grade: A, University of Illinois
at Chicago, language: English, abstract: The business sector has always
realized the importance of developing a strategic marketing plan.
Similarly, the sports sector has also recognized the need to establish a
marketing plan to ensure high-quality performance and success. Many
researchers in the field of sports argue that sports will not survive
without a strategic marketing plan. The reason for this is the increased
competition inherent in the entertainment industry. The A.I.S, as
Australia's main national sports institute, is not exempted from
implementing a marketing plan. A.I.S was founded with the aim of
improving the sports industry in Australia. Since its inception, the
institute has served successfully the nation's sports industry. However,
as the world is constantly developing more innovative programs, A.I.S
faces many challenges and competition from other sports institutes that
provide high quality and entertaining sports. To remain competitive in
this sector, a marketing plan is crucial. The strategic marketing plan
examines the current state of the institute and analyses in detail its
strengths, weaknesses, opportunities and threats accordingly. The
analysis also seeks to develop a marketing strategy for A.I.S that will
help the institute improve by the year 2022. This involves examining the
products, prices, promotion and place, commonly referred to as 4ps in
business terms. Analysis of the 4ps helps greatly in implementation of
action approaches aimed at improving the entire institute. Therefore,
AIS needs to take some action plans to effectively sort its problems and
continue to be in the lead.
