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Introduction
Market segmentation in sports organizations is underestimated, although it is as important as in any other business. The mistake that caused the Philadelphia Phillies to incur losses and find themselves in a difficult position requiring additional expenses was to overlook this aspect.
Discussion
Due to the management’s misunderstanding of the segmentation principles, their attendance and, as a result, profit fell. The ability to attract people to watch a sporting event is the result of market research (Kwak & Pradhan, 2020). Similarly, the company missed out on a marketing component it managed to fix by bringing in a new celebrity player. Thanks to the same decision, the organization positioned itself more firmly in the market as a well-known strong team. This can go a long way in restoring the brand and name of the organization.
Unforeseen positive circumstances in this situation turned out to be that the famous player began to attract other qualified specialists to the team, due to which it seems more possible to restore the team’s image. The team’s marketing plan is a continuation of the strategy of hiring the best and most famous personnel in order to attract more attention to themselves. These actions can have a positive impact on the organization’s future results.
The Denver Broncos have good plans for market segmentation as they place much emphasis on team promotion and marketing. This attitude towards spectators and fans means winning their attention and improving relations with the team, which allows better strategy development. Relationship marketing can be seen through the management of the team, their social networks, and their promotion of themselves. Through the release of their merch, the team can achieve better results in the future if they continue to promote this strategy. Such behavior contributes to forming the organization’s brand and positioning it as a strong competitor. Unforeseen circumstances in this regard can only be the emergence of a strong marketing strategy for competitors that could compete with the Denver Broncos and become a threat to them in the future.
Conclusion
A marketing plan is being developed to prevent such threats to the team’s future (Adgully Bureau, 2021). In this case, he can contribute to developing plans to respond to various new risks that may prevent the team from winning viewers.
References
Adgully Bureau. (2021). Sports marketing in the new normal. Athena Information Solutions.
Kwak, D. H., & Pradhan, S. (2020). “If You Ain’t First, You’re Last!” Understanding Identity Threat, Team Identification, and Advertisement Messages When Your Favorite Team Loses. Journal of Sport Management, 35(2), 158-171. Web.
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