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SPO102 Sport Marketing Assignments Solution
This report introduces the market credentials and the business way about of the three organisations, namely Hopasports, Global Sports Foundation of the USA and the Challenged Athletes Foundation in Australia. In the next part, the potential customer base, as well as the welfare schemes of these foundations, have been specified in detail. In the last part, the key messages summarise the working prospect of the respective organisations.
1. Identification of the three examples of goods/services
The first organisation that is going to be focused upon is the Hopasports organisation. This is a sports fundraising trust whose principal activity is to organise sports events over various parts of the world. The price collected from the sale of tickets at the various venues where the events take place are contributed towards the welfare of society.One recent activity of Hopasports is the organisational behaviour of The Ropa-run event in the Netherlands. This was a fundraising event where the people could participate in a semi-marathon for amateurs with a nominal price money. This event gathered sponsorship value of USD $2.5 million. Along with that about1 million people watched the event live and more than 2 billion watched it lie on the social media channels which shot the event, live (Hopasports.com, 2018). The prize money won by the participants are mostly contributed to social welfare. However, other than that, the ticket values gathered, along with the sponsorship fees and revenue generated from the social media are channels were given for charitable activities. Holiday trips were organised for 1822 cancer sufferers out of the money (Hopasports.com, 2018). The wealthy charitable foundation Dubai Cares is the main funding line of this organisation.
The next organisation to be focused upon is the Global Sports Foundation of USA. This is a foundation that auctions sports goods used by famous sports celebrities. The fund raised from the auctions are handed out to various African and South American social welfare trusts that provide financial aid to support the treatment of cancer affected and Alzheimer's affected children (Globalsportsfoundation.org, 2018). This company generally gains the high percentage of corporate sponsorship. This implies, for evidence, if Serena Williams is playing an ATP series with a certain Yonex Tennis racket, she might be asked by Yonex to donate a Yonex racket with her signature that she has used for the tournament.
The last organisation under focus is the Challenged Athletes Foundation in Australia. This is a typical organisation that manufactures typical sports goods for the physically challenged athletes, both established and aspirants. Last year, this organisation provided 1600 hand cycles to para-athletes and mono skies to another 1200 athletes (Challengedathletes.org, 2018). The athletes are chosen by the organisation after a survey conducted by the Nielsen group. In fact, the company keeps a track of the athletes whom they give the equipment and also monitors the practice of those athletes.
Once in a year, the organisation organises a Paralympics with selected 1000 athletes with disabilities.
2. Analysis and identification of possible consumer segment
2.1.1 General Consumer market
The customer market of the Hopasports organisation is very large. This is basically a global NGO. They tie up with organisers of various sports events who want to commit some CSR activity through the sports event (Hopasports.com, 2018). Hence the general and actually the largest group of customers are the spectators who watch the matches organised by Hopasports. However, maximum benefit is derived by the company specifically by arranging sports events in the USA, Canada and in the UK. Events like soccer matches, Baseball and Wrestling make the maximum gross. For specimen, events organised in the USA raises fund equivalent to $2 to 8 Billion USD approximately (Hopasports.com, 2018).
2.1.2 Three Possible consumer segments
Other than that, charitable sports events are also organised by special request of the wealthy businessmen of the Middle East countries. One alternative target market of Hopasports comprise of the spectators who watch the matches on television or online (Hopasports.com, 2018). About 30 to 40% of the revenue generated by the company comes from television or online customers.
2.1.3 Alternative Target Customer Market
The customers who book the ticket for such charitable trusts, online, are, as per the ideas of Hull & Kim (2016), requested to add USD $0.90 for the welfare fund of Hopasports. This is also another source of revenue for Hopasports
Figure 1: Target Customers for the company
(Source: Hopasports.com, 2018)
2.2 Global Sports Foundation
2.2.1 The general Consumer Market
In case of Global Sports Foundation, the potential customers are the premium auction visitors who are mainly the rich businessmen of the Middle East or Europe, business directors of the frontline American companies and also Hollywood celebrities (Wichmann & Jarvis, 2014). These are the market population who pay $30 to $50 million for the sporting merchandise of famous sportsmen which comes up for auction.
2.2.2 Three Possible Consumer segments
A specific group of customers is also comprised of the people who watch such auctions online. For every online streaming of the auction video, $0.20 is rewarded to the organisers of the auctions by YouTube, VuClip and other frontlines live video streaming sites. The company also have various sports products manufacturers like Yonex, Kookaburra, Larson’s, and so on as their franchise in CSR (HALL, PASCOE & CHARITY, 2017). The sports celebrities who use the products of these companies are often requested to provide their signed products for auction.
2.2.3 Alternative target customer market
Alternative market for the company are the online auction portals where the products that comes up for auction are sold at three to four times higher price than physical auction sales.
2.2.4 Welfare Missions of Global Sports Foundation
Australian and New Zealander cancer patients are mostly prioritised by the company (Globalsportsfoundation.org, 2018). In fact, this suits their mission also, since Australia is globally ranked first in terms of having cancer affected patients, followed by New Zealand, Hungary and also Belgium (Globalsportsfoundation.org, 2018). However, the company also provides treatment aid for cancer affected patients of the third world countries like India, Thailand, and Indonesia and so on. Although the organisation do not give direct aid to the cancer patients of the European countries, they conduct various PR campaigns in unison with the Red Cross and UNICEF (Globalsportsfoundation.org, 2018).
The campaigns are mostly conducted in the countries like Denmark, the Netherlands, and Ireland and so on. In South Korea, last year, 1000 cancer nursing patients were given allowances for full body blood transplantation (Brady et al. 2017). The company also have self-funded treatment centres for proper treatment of cancer patients. The customers availing treatment from those centres get facility at a highly competitive price.
2.3 Challenged Athletes Foundation
2.3.1 General Consumer Market
The last organisation that is Challenged Athletes foundationworks in close quarters with the athletes with disabilities. Athletes of various genre receive artificial limbs and specialised sports equipment from the organisation’s end that enables them to participate in Paralympics. There are a lot of revenue sources and potential customers of the firm. In fact, it would be best to classify them as the external stakeholders. The first group of target customers are the athletes all over the world who purchase the sports goods from the company (Challengedathletes.org, 2018). This group constitutes the mainstream revenue channel for the company.
2.3.2 Three possible consumer market
Other than that the sponsors of the annual national Paralympic event, as well as the spectators of the event, are other two sets of potential customers (Pereira, 2016). Another potential customers’ group is the international Olympic Federation who gives bulk order for sports goods from the company.
2.3.3 Alternative market
Lastly, the government of various nation states who buy products from them are an alternative source of revenue for them.
Customers of special sports equipment for the disabled athletes all over the world
This is the most potent group of target customers and accounts for 60 to 70% of the revenue generated by the company
Spectators of the Paralympic event organised by the company
This is the second most important target group. Approximately $10 to $15 USD is accumulated from every season of the Paralympic event organised by the company. The revenue generated from the title sponsors of the events is another source of revenue in this context.
National governments who provide the fund to the company
This is a minor source of revenue.
Online spectators who stream the Paralympic event organised by the company
This is an emerging group of target customers.
Table 1: Classification of the target customers’ groups of Challenged Athletes Foundation
(Source: Developed by the researcher
3. Key messages for each target market
Figure 1: Key message for the Hopasports organisation
(Source: Hopasports.com, 2018)
Figure 2: Key message for the Global Sports Foundation
(Source: Globalsportsfoundation.org, 2018)
Figure 3:Key message for the Challenged Athletes Foundation
(Source: Challengedathletes.org, 2018)
Various products/services are made available in the market by the above mentioned companies. The sports professional agencies and the corporate groups, as well as the government agencies, are the chief stakeholders of the three entities. Innovative products like specialised sports kit for various disabled athletes are manufactured by one organisation. Again, the network of all three organisations are well connected and they enjoy the support from the corporate and government agencies as well.
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