copyright © 2009 nelson education ltd. all rights reserved. sport marketing strategy implementation...

Copyright © 2009 Nelson Education Ltd. All rights reserved.

Sport Marketing Strategy Sport Marketing Strategy Implementation and Implementation and

EvaluationEvaluation

Chapter 16Chapter 16

2Copyright © 2009 Nelson Education Ltd. All rights reserved.

OBJECTIVESOBJECTIVES

• Know the key steps in turning the marketing mix into Know the key steps in turning the marketing mix into marketing actionmarketing action

• Articulate how manager and marketers in sport Articulate how manager and marketers in sport organizations allocate their resourcesorganizations allocate their resources

• Understand that strategy needs a plan to implement itUnderstand that strategy needs a plan to implement it


STRATEGY TO ACTIONSTRATEGY TO ACTION

Turning strategy into action involves:Turning strategy into action involves:

• Developing the strategy into resourced actionDeveloping the strategy into resourced action

• Implementing the strategyImplementing the strategy

• Evaluating the effectiveness of the strategyEvaluating the effectiveness of the strategy


INTRO TO IMPLEMENTATIONINTRO TO IMPLEMENTATION

Implementation:Implementation:

operational excellence, activation, or marketing action, the act operational excellence, activation, or marketing action, the act of of putting a developed strategy in place.putting a developed strategy in place.

Marketing Strategy Implementation (MSI):Marketing Strategy Implementation (MSI):

The process that turns marketing plans into actions and The process that turns marketing plans into actions and ensures ensures that such actions are executed in a manner that that such actions are executed in a manner that accomplishes the accomplishes the plan’s stated objectives. plan’s stated objectives. (Goetsch, 1993)(Goetsch, 1993)


MARKETING STRATEGY MARKETING STRATEGY IMPLEMENTATIONIMPLEMENTATION

Suggested guidelines:Suggested guidelines:

Ensure that marketing objectives are understoodEnsure that marketing objectives are understood Develop a reward systemDevelop a reward system Develop a project calendarDevelop a project calendar Develop systems to avoid “paralysis by analysis”Develop systems to avoid “paralysis by analysis” Include a communications planInclude a communications plan


ACTIVITIES OF MSIACTIVITIES OF MSI

• Organization must be staffed with people with the needed Organization must be staffed with people with the needed skillsskills

• Management will determine who will be allocated to which Management will determine who will be allocated to which rolesroles

• Management will direct the execution of the Management will direct the execution of the implementationimplementation


TOOLS FOR ACTIVITY SCHEDULINGTOOLS FOR ACTIVITY SCHEDULING

• Gantt ChartGantt Chart

• Project calendarsProject calendars

• Operational plansOperational plans

• PERTPERT

• Critical path method (CPM)Critical path method (CPM)


INTRO TO EVALUATIONINTRO TO EVALUATION

• Evaluation is the most difficult task to accomplishEvaluation is the most difficult task to accomplish

Some evaluateSome evaluate::

• Media impressionsMedia impressions

• Television ratingsTelevision ratings

• Print coveragePrint coverage


MEASURES OF EVALUATIONMEASURES OF EVALUATION

• Surveys of customersSurveys of customers

• Employee satisfactionEmployee satisfaction

• Analysis of sales figuresAnalysis of sales figures

• Opinion of expertsOpinion of experts


MEASURES OF EVALUATIONMEASURES OF EVALUATION

Some methods for evaluating marketing activity are:Some methods for evaluating marketing activity are:

• Brand recall levelsBrand recall levels

• Image transferImage transfer

• Image enhancementImage enhancement

• Relationship buildingRelationship building

• Consumer loyaltyConsumer loyalty

copyright © 2009 nelson education ltd. all rights reserved. sport marketing strategy implementation...

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