...Submitted in Partial Fulfillment Of the Requirements for Journal Critique #3 SM 325: Sport Marketing, Promotions, and Fundraising Instructor: Wooson Kim Michael Cassidy (Student) The Byron Nelson Championship is a very prestigious Pro Golf Association (PGA) tournament on tour. The Dallas, Texas tournament tends to draw more of an older crowd and now is trying to reach the markets of eighteen to thirty-four year olds (Smith, 2012). The PGA event will team up with ProPac Marketing as they introduce a marketing plan they are call “Argyle Army” (Smith, 2012). The campaign will hit many common areas around Dallas including a meet and greet and a Texas Rangers game (Major League Baseball) (Smith, 2012). Dallas is a very good area to advertise the PGA Tour event in because the city attracts close to 20,000 people per week (Smith, 2012). One of the things that the Byron Nelson Championship did was use its internal data sources to find out the age demographics of the crowd that attends their event. By using their data-base they were able to figure out that the majority of their crowd was in the older population, and they needed to reach out to the younger age demographic. Internal data sources can include sales records, inquiries, accounting records and website registrations (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). They are very easy sources to gather quick information about the people that are attending...
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...SWOT Analysis on Electronic Arts Sports [] [Name of Instructor] [Course Title] [Date] Background of the Company Electronic Arts (EA) are an international organization that deals with the development, marketing, publishing and distribution of video games all over the world. US census bureau identified electronic arts as software publishers industry. EA is well-established and independent producers of video games and according to the study by Thompson (2007), EA made global market up to $35 billion. In 2005, it was observed that the US made sales up to $7 billion along with the video games made by EA, and this amount was predicted to grow more in order, to set a record. The prediction was made on the analysis that retailers would be purchasing an Xbox 360, Sony’s new play station and Nintendo Wii in bulk. But, unfortunately, the originality of new consoles tapered off and a decline in sale was observed by 2010. There are various factors that contribute to progress the popularity and demands of video games among masses. Likewise, these video games were made, themed and styled to satisfy needs of all age groups specifically youth. Secondly, graphics play an important part in expanding the fame and demand of video games. EA showed a tremendous growth in the global market by meeting the needs of customers and by marketed the items properly, exactly according to the increasing budgets, sale promotions and advertisement levels. The growth of the company is evidenced...
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...known as the PGA, was founded in 1916, and provides the networking opportunity necessary to connect with the nation's 25 million amateur golfers and with the PGA's 23,000 members. The PGA of America is the largest working sports organization in the world as it currently has more than 28,000 dedicated men and women who work hard everyday to promote the game of golf to everyone, everywhere. The organization stands by its motto of being experts in the game and business of golf. The PGA is made up of 41 different sections that are identified by their geographical location in the United States.(as shown on map below) [pic] Each section organizes and conducts regional qualifying tournaments for amateur events such as the PGA Team Championship and the Junior PGA Championship, as well as sponsor junior clinics. PGA sections also organize and conduct educational programs, workshops and seminars for local PGA members and apprentices who are PGA members in the process of obtaining their PGA card. The section offices work with the PGA headquarters office in Palm Beach, FL to provide experts to participate in these programs as well as assisting PGA members in full-filling the PGA mission statement. The New England Professional Golfers' Association (New England PGA) is the section office that governs all golf and golf tournaments in most of the New England area. It is a non-profit association who is dedicated to promoting the game of golf in the region. The New England PGA currently has...
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...International Journal of Event Management Research Volume 6, Number 1, 2011 www.ijemr.org VOLUNTEER SATISFACTION AND INTENT TO REMAIN: AN ANALYSIS OF CONTRIBUTING FACTORS AMONG PROFESSIONAL GOLF EVENT VOLUNTEERS Gina Pauline Syracuse University ABSTRACT Sport events are increasingly reliant on episodic volunteers for the successful delivery of an event. As there continues to exist a surge in the organization of sporting events coupled with the demand for volunteers, event organizers must concern themselves with utilizing the appropriate recruitment and retention strategies. In an effort to do this, one must understand the points of satisfaction for volunteers as well as factors influencing their future intentions to volunteer. While there exists a plethora of research to understand the motivation of volunteers, exploring the antecedents of volunteer satisfaction as well as intent to remain has been limited. This study investigates the factors influencing volunteer satisfaction as well as intentions to remain as a volunteer for future sporting events from an elite men’s golf event on the Professional Golf Association (PGA) circuit. Results indicated that overall volunteers were satisfied with their experience and willing to return yet were concerned with the level of communication between the organization and volunteers. The present study also found that longevity of service influenced volunteer satisfaction. A MANOVA revealed significant differences between first time...
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...27/12/2015 Travel Biz Monitor :: Print Article [ PRINT] [CLOSE] Features Monday, 24 January, 2011, 14 : 00 PM [IST] Sports Tourism: A rapidly evolving niche in India A holiday with friends or family to witness a mega sporting event is no longer an alien concept for Indian travellers. The number of travellers keen on a ring side seat to cheer for the ‘men in blue’ at the upcoming ICC Cricket World Cup 2011 in India, Sri Lanka and Bangladesh or their favourite team during T20 tournament or driver in a formula one race is rapidly growing. And these sporting enthusiasts are willing to spend ‘top dollar’ to jet set across the globe to experience the thrill of watching their favourite game live. These fans also like to ‘live it up’ exploring and enjoying the destination simultaneously. Correspondingly, there has also been a marked rise in the number of tour operators and agents specializing in servicing the requirements of this particular segment. It’s not only niche specialists, but also big mainstream tour operators who set up a separate division to tap the potential of Sports Tourism. An alien concept in India about a decade ago, Sports Tourism, though a niche segment has evolved rapidly over the past five years. A large number of agents and tour operators are introducing interesting packages surrounding major sporting events. Sports Tourism is a well organised sector and major revenue churner in several nations around the world like UK, Germany, Singapore...
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...ball strategy to the board. Several years after the global recession of 2008–2010, the private-equityowned company’s revenues had not fully recovered, and there had been grumbling among some of the directors that the old strategy was no longer working. Gracie had been hired at the end of 2012 to turn things around. Over the last six months, she and Austin Kai, the chief marketing officer, had worked on a plan to shake up the golf ball market and strengthen Altius’s leadership position. Now Gracie needed to communicate to her board a clear, compelling vision, backed by a well-articulated rationale: As everyone knows, the long-term industry trends have been worrisome. The number of new golfers has fallen, and the few who take up the sport tend to be less serious and more pricesensitive. We have seen this magnified in our own business as lower-priced competitors have stolen market share. We believe Altius’s long-term success will come from fostering a new generation of loyal golfers, and this will come when we make our brand more fun, affordable, and accessible. If we can attract new and casual golfers into our brand, we will gradually migrate them to our flagship products. This thinking is at the heart of Altius Elevate. Gracie proceeded to outline the Elevate program in broad strokes. Previously, Altius had built and maintained its leading share in the golf ball market by introducing generation after generation of advanced, super-premium offerings so consumers could...
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...ball strategy to the board. Several years after the global recession of 2008–2010, the private-equityowned company’s revenues had not fully recovered, and there had been grumbling among some of the directors that the old strategy was no longer working. Gracie had been hired at the end of 2012 to turn things around. Over the last six months, she and Austin Kai, the chief marketing officer, had worked on a plan to shake up the golf ball market and strengthen Altius’s leadership position. Now Gracie needed to communicate to her board a clear, compelling vision, backed by a well-articulated rationale: As everyone knows, the long-term industry trends have been worrisome. The number of new golfers has fallen, and the few who take up the sport tend to be less serious and more pricesensitive. We have seen this magnified in our own business as lower-priced competitors have stolen market share. We believe Altius’s long-term success will come from fostering a new generation of loyal golfers, and this will come when we make our brand more fun, affordable, and accessible. If we can attract new and casual golfers into our brand, we will gradually migrate them to our flagship products. This thinking is at the heart of Altius Elevate. Gracie proceeded to outline the Elevate program in broad strokes. Previously, Altius had built and maintained its leading share in the golf ball market by introducing generation after generation of advanced, super-premium offerings so consumers could...
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...Competition in the Golf Equipment Industry in 2009 Karina Diamond 2012 Strategic Management 3/14/2012 Competition in the Golf Equipment Industry in 2009 Karina Diamond 2012 Strategic Management 3/14/2012 Table of Contents Question One 2 * Details of the characteristics of the golf equipment industry Question Two 4 * Includes Michael Porter’s Five Forces Model Question Three 7 * Discussed the competitive weapons used by rivals Question Four 9 * Looks at the drivers of change within the industry Question Five 11 * Key success factors Question Six 13 * Financial Statement Analysis Question Seven 15 * Recommendations Conclusion 18 Appendices 19 * Includes a breakdown of Financial Analysis References 22 What are the defining characteristics of the golf equipment industry? How would you characterise the state of the industry? The sport of golf has a long and regal history. Televised tournaments in the fifties and sixties in America meant that more people became interested in the game. The golf equipment industry in 2009 is in the middle of a crisis with the number of players stalling and the sales of equipment declining since 2006. The industry is defined by endorsements, branding, technological advances and regulation. The industry is currently in a state of decline. The recent recession and the...
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...high-profile athletes and teams the brand has developed a reputation as being high-quality. Nike’s high tech products have allowed the brand to be perceived as innovative in the minds of consumers. Nike is continually introducing new products to the sports market as a way to improve performance. Through high performance and innovation, Nike has been branded as arrogant as the company has a high regard for the spirit of competition and portraying a rebellious spirit. b) Source of Brand Equity Description Logo Nike’s logo is a check mark. It is commonly referred to as the “swoosh.” As of 2000, 97 percent of American citizens recognize the brand logo. Nike has been seen as aggressive in the overabundance use of the “swoosh” with the symbol being placed on shoes, jerseys, hats, billboards and soccer balls across the globe. This ubiquity has been criticized as diluted the “swoosh”. Advertising Advertising has allowed Nike to portray its rebellious spirit and “nasty boy” image. However, this approach in advertisement has caused negative perceptions in countries such as Europe where it has come across as too irreverent. Sponsorships Nike has sponsored athletes such as Tiger Woods, Michael Jordan and John McEnroe. Americans idolize sport heroes allowing “winning” performance by sponsored athletes to correlate with “winning” Nike products. Through sponsorships Nike was able to create the credibility needed for...
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...MailOnline - Sports website of the year Home U.K. U.S. News Sport TV&Showbiz Femail Health Science Money Video Coffee Break Travel Fashion Finder Football Transfer News Cricket F1 Boxing Tennis Rugby Union Rugby League Golf Racing More Sports Fantasy Football Headlines Login DailyMail Tuesday, Aug 12th 2014 4PM 12°C 7PM 11°C 5-Day Forecast SuperBale! Bulked-up Real Madrid star eyes more glory ahead of his homecoming at Cardiff, the city where it all began 25 years ago LONDON, ENGLAND - JANUARY 19: Samuel Eto'o of Chelsea celebrates after scoring his team's third goal and completing his hat trick during the Barclays Premier League match between Chelsea and Manchester United at Stamford Bridge on January 19, 2014 in London, England. (Photo by Mike Hewitt/Getty Images)Liverpool consider shock swoop for former Chelsea star Eto'o as Rodgers looks to bolster striking options REVEALED: Find out who is the Premier League's most popular player when it comes down to shirt sales Man United BAN supporters from bringing in iPads and tablets into Old Trafford ahead of the new season FA facing new Wembley low with just 10,000 tickets sold for Norway friendly Khedira is NOT for sale: Ancelotti insists midfielder is going nowhere as Arsenal and Co are dealt transfer blow Drogba could miss the start of the season after picking up ankle injury Football - Tottenham Hotspur v FC Schalke 04 - Pre Season Friendly - White Hart Lane - 14/15 - 9/8/14 Tottenham Hotspur...
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...Student details | Name | Kristy-Anne Rix | Student Number | S2839420 | Course | Communication Media | Unit details | Unit code | Com16 | Unit name | Developing research and analytical skills | Unit tutor | Guy | Assessment Item details | | Due date | | Word count | 2162 | Extension granted | □ No □ Yes | Extension date | | Is this a resubmission? | □ No □ Yes | Resubmission date | | ACADEMIC INTEGRITY DECLARATION Breaches of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise student learning, as well as the University’s assessment of the effectiveness of that learning and the academic quality of the University’s awards. All breaches of academic integrity are taken seriously and could result in penalties including failure in the course and exclusion from the University. Students should be aware that the University uses text-matching software to safeguard the quality of student learning and that your assignment will be checked using this software. I acknowledge and agree that the examiner of this assessment item may, for the purpose of marking this assessment item: 1 reproduce this assessment item and provide a copy to another Griffith staff member; and/ 2 submit this assessment item to a text-matching service. This web-based service will retain a copy of this assessment item for checking the work of other students, but will not reproduce it in any form. Examiners will only award...
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...industry data show trends of consumers reducing their discretionary spending, having a negative backlash on the golf ball market. In a consumer survey, Altius segmented consumer attitudes into three categories: agnostic, enthusiast, and loyalist. Compiled data determined a 12% to 17% jump in agnostic consumers, a 19% to 15% fall in enthusiasts, and a 69% to 68% fall in loyalists. These figures imply an increase in casual golfers who are either beginners or price-sensitive, or both, and a slight decrease in experienced or non price-sensitive golfers who are primarily interested in premium products. In relation, other consumer studies, affirm that both lapsed and beginner golfers agree that high costs, lack of time, and the difficulty of the sport are the leading reasons for not playing golf. Therefore, as the number of golfers has fallen, the few who take...
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...Soon after news of Tiger Wood’s marriage issues hit the mainstream media, his sponsors were forced to decide what to do with one of the world’s most marketable athletes. At the height of his success on the PGA tour, Woods was one of the sporting world’s most desired figures for sponsors to partner with. With golf alone, Woods helped Nike reach figures of over $650 million in products sold (CBS/AP, 2009). Other major sponsors that Woods partnered with included Accenture, AT&T, PETA, Gillette, and Gatorade. Each of these nationally and globally know companies decided to end their endorsement partnerships with Tiger Woods in the weeks and months following the post-Thanksgiving incident and increasing marital issues. The only sponsor that has continued to endorse Woods has been Nike (CBS/AP, 2009). The main reason for these companies parting ways with Woods is due to an emphasis in keeping their names in good standings. In any form of public relations, you always want to have your company or business looked at in a positive light. When CEO’s and presidents of Woods’s former sponsors made remarks as to why they had terminated their relationship with the sports icon, they all mentioned that it was imperative to put the organizations good name as the top priority. This has been most reflected by Accenture’s reason for dropping Woods (Hamblen, 2009). The consulting firm had seen an increase in revenue in the months leading up Woods’ public relations nightmare (Hamblen, 2009). Keeping...
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...Calumet Country Club Dana Chianelli, Steven Carrabotta Semester Project Hospitality Management 310-01 Dr. Joyce Hunter May 1, 2015 Table of Contents Dana Chianelli – Introduction/General Information/History, Target Market, Mission Statement, CEO, Loyalty Programs, Key Departments, Social Responsibilities, Latest Promotional Ad, Advertising, Future Recommendations: Pages 3 through 7. Steven Carrabotta – Additional Information on Country Clubs and their history, Local Competitors, Conclusion: Pages 8 through 12 The Calumet Country Club has been around for quite some time. The Country Club was established in 1901. Calumet Country Club’s 18-hole golf course was designed by Donald Ross. Donald James Ross was born November 23, 1948 and he was an influential golf course designer. He was born in Scotland, but became a citizen of and spent most of his adult life in the United States. He was involved in designing or renovating around 400 different courses all within a 48 year span of time. He laid the foundation for America’s golf industry. Ross often created holes with invited run-up shots but had severe trouble at the back of the green, typically in the form of fall away slopes. He was admitted to the World Golf Hall of Fame in 1977, a high honor rarely awarded for anything other than playing success. There is also a society named after him, The Donald Ross Society. The golf courses designed by Ross are works of art and are preservations. Calumet Country Club, which was...
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...PENSACOLA STATE COLLEGE COURSE: MANAGIIGING DIVERSITY SEMESTER: SUMMER, 2015 INSTRUCTOR: MOLLIE ANDRAE Q 1. Which dimensions of business case for diversity are the most persuasive? Why? No matter which definition you put on work diversity, most organization if not all are acknowledging the importance of making diversity a business consideration. “Our work place is changing and diversity is no longer the exception, it is the norm now. It is good for business and when we achieve unity in diversity, everyone wins”. (Lativin, D.). Changes in the workplace are the result of various shifts in U.S. demographics. Among these are the country’s racial and ethnic makeup. People of color have reached over 100 million, according the U.S. Census Bureau. The dimensions of business case for diversity may vary from organization to organization depending on their priorities but the case for business diversity is somewhat the same across the board. The demographic shift creating a new customer base and workforce is not the only reason to implement diversity initiatives within a company’s business strategy. Increased globalization, improved financial results and employee retention are all part of a growing business case for diversity. To me, one of the most persuasive case for diversity is winning the competition for talent. The United States is the most diverse country in the world and no wonder is so economically successful and world super power as compared to other developed nations...
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