Essays on Sports Event Management Marketing Case Study

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The paper "Sports Event Management Marketing" Is a wonderful example of a Marketing Case Study. A Tough Mudder is an event that involves a series of challenges. It involves military-style obstacles where participants navigate a sixteen to nineteen-kilometer course. It was established in 2010 by a corporate lawyer and a Harvard Business school student to test physical and mental strength. The obstacle challenges play on people's fears such as heights, water, fire, and electricity. The challenge focuses on attributes such as group participation as the obstacles are designed to encourage teamwork.

To participate in the challenges, participants have to overcome their fears, work as a team, and help each other. About 78% of participants complete the challenges. The Tough Mudder is currently worth seventy million dollars. The co-founders of Tough Mudder are Guy Livingstone and Will Dean who formed the company in 2010. The first event was held in May 2010 in the United States. The vent was promoted using word of mouth and Facebook advertisements and it drew over four thousand, five hundred participants. By 2013, the company had more than seven hundred participants with events in Australia, Canada, The United Kingdom, and The United States.

In April 2016, the company announced that it will partner with Seroja Partners to host events in Indonesia and Bali. It has also partnered with IMG to host events in the Middle East and Asia. The Tough Mudder Melbourne will be held on November 19th and 20th 2016. Marketing is one of the areas that would require improvement to expand and improve the number of customers and participants in the event. The external environment can affect the marketing of events.

These factors can be divided into micro and macro factors. Sometimes, macro and micro factors are beyond the control of marketers. However, they are important when making a marketing strategy in business. When marketing events one of the micro factors which can affect a business is the suppliers. The micro factors include the suppliers, the customers, the competition, the general public, and the resellers among others. The macro factors that affect events marketing include economic factors, demographic factors, political and legal forces, natural forces, cultural and social forces, and technological factors. Tough Mudder clients have various needs.

There corporate clients who take part in the event for team building and there are also individual clients and groups of friends who join the events. The aim of the challenge is to improve the participants’ strengths and how they deal with physical and mental challenges. The challenges in the Tough Mudder event are suitable for corporate clients as it requires team-building capabilities. They are designed to be taken by teams and not by individuals. Therefore, the teams are expected to work together to complete the challenge.

The challenges are tough and not all participants can handle it until the end. Couples can also complete the challenges together so that they can get to know more about each other through the sporting options available. People who are also keen on their physical health and adrenaline junkies are clients as the event is adrenaline-filled.

References

Allen, J. (2005) Time Management for Event Planners. New York: Wiley.

Berridge, G. (2006) Event Design and Experience. Oxford: Butterworth-Heinemann.

Bowdin, G., McDonnell, I., Allen, J., O’Toole, W. (2010) Events Management 3rd edition. Oxford: Butterworth-Heinemann.

Goldblatt, J. (2010) Special Events: A New Generation and the Next Frontier. New York: Wiley.

Hoyle, L. (2002) Event Marketing: How to Successfully Promote Events, Festivals,Conventions, and Expositions. New York: Wiley.

Jobber, D. (2006) Principles and Practice of Marketing. New York: McGraw-Hill Higher Education.

Johnston, R. and Clark, G. (2008) Service Operations Management. London: Prentice Hall.

Masterman, G. and Wood, E. (2005) Innovative Marketing Communications: Strategies for the Events Industry. Oxford: Butterworth-Heinemann. Communications, marketing and PR strategies are all analysed with the use of some very helpful case studies.

Robinson, P., Wale, D., Dickson, G. (2010) Events Management. CABI: Wallingford.

Tum, J., Norton, P., Nevan Wright, J. (2005) Management of Event Operations. Oxford: Butterworth-Heinemann.

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