The paper "Customer-Based Brand Equity in the Team Sports Industry" is a perfect example of a Marketing Case Study. In the 21st century, sports have become big business across the globe. It is interesting the Sports are now playing a significant role not only in creating jobs but also contributing to the country’ s GDP, economic regeneration and wealth creation (Ratten & Ratten, 2011, p. 614). Its constant contribution to the economy has been boosted by the fact that it is a wide area consisting of professional leagues, health and fitness, college sports, sports medicine, marketing, sponsorship, broadcasting, retail merchandise, sports betting, sports facilities, food, and beverage sector, video games and projected to one of the top 5 industries in the world by 2030.
Klayman (2009) claimed that between 2010 and 2015, the world sports sector grew to $145.5 billion. It is such growth that University of New England spotted besides Education and ventured into sports marketing through Sport UNE Business. The institution management believes that sports not only compliment education but it business which can be used to generate extra income. However, the growth of other sport marketing companies threatens the survival of SportUNE.
Therefore, this report recommends market and product expansion to Sydney so as to increase its dominance and competitive advantage. In addition, this report will identify and describe Product Life Cycle phases, entry strategy, Pioneer or a Follower strategy and organizational structure that relate to the new idea for SportUNE. 2.0 Overview of Sydney’ s sport Industry The History of Sydney Australia depicts that sports passion was contributed by the earliest immigrants into that city (Macey, 2007). However, such influence and passion were restrained by situation of lack of adequate and well equipped facilities.
Wade (2012) contended that the earliest sporting which dominated Sydney consist of wrestling, boxing, and horse which started as early as 1810 taking place at Hyde Park. Horse racing is still popular to date with events like Golden Slipper Stakes drawing a large number of people. Later other sports including rugby, soccer, baseball, basketball, cycling, hockey, golf, swimming, tennis and badminton gained popularity among locals and foreigners (Wade, 2012). Rugby first began is hosting 9 out of 16 clubs playing in National Rugby League.
Sydney is home to Western Sydney and Sydney FC which play in the A-League; the highest soccer league in Australia. Cashman (2008) asserted that in the past, Sydney has hosted matches involving the National Football team of Australia. Other teams in Sydney comprise Sydney Kings and Sydney Uni Flames which take part in a Basketball league, Waratahs and Sydney Bears which compete in the Hockey League (Cashman, 2008). SportUNE started as a University sports program offering facilities and sporting activities to students hence this discussion cannot be complete without discussion universities in Sydney.
In its market and product expansions, SportUNE can target public universities within Sydney such as the University of Sydney, University of New South Wales, the University of Technology, Macquarie University, Australian Catholic University and the University of Western Sydney. Other private Universities also offer a good market for SportUNE to expand their operations and products. Besides sports, Sydney also has other activities related to sports such as tourism. Sydney is a coastal city attracting several tourists annually (Cashman, 2008). Sport tourism in Australia is a rapidly growing sector as numerous tourists come to the city to watch various sporting activities.
In the process, they put jerseys representing teams they support. Expanding into sports products such as selling jerseys and nets would enable SportUNE to increases its revenue.
Bauer, H.H., Sauer, N.E., & Schmitt, P. (2005). Customer-based brand equity in the team sport
industry. European Journal of Marketing, 39 (5/6), 496-513.
Beard, R. (2013).Customer Satisfaction Metrics: 6 Metrics You Need To Be Tracking. Retrieved
23rd September 2015 from http://blog.clientheartbeat.com/customer-satisfaction-metrics-6-metrics-you-need-to-be-tracking/
Bosworth, B. P., & Triplett, J.E. (2007). Services Productivity in the United States: Griliches’
Services Volume Revisited, eds.” In Hard-to-Measure Goods and Services: Essays in Honor of Zvi Griliches. , ed. Ernst R. Berndt and C. R. University of Chicago Press.
Bruiyan, N. (2011). A framework for successful new product development. Journal of industrial
engineering and management 4 (4), 746–770.
Cali, M., Ellis, K., & te Velde, D.W. (2008). The contribution of services to development: The
role of regulation and trade liberalization. London: Overseas Development Institute
Cashman, R. (2008). Sport. Dictionary of Sydney
Chadwick, S. (2007b). Promoting and celebrating sports marketing diversity. International
Journal of Sports Marketing & Sponsorship, 8(2), 115.
Christoph, L. (2008). Market Entry Strategies: Text, Cases and readings in Market Entry Management. New Delhi: Chrisoph Lymbersky.
Cui, G., & Lui, H. (2005). Order of Entry and Performance of Multinational Corporations in an
Emerging Market: A Contingent Resource Perspective. Journal of International Marketing, 13(4), 28-56.
Gao, H., & Knight, J. (2007). Pioneering Advantage and product-country image: Evidence from
an Exploratory Study in China. Journal of Marketing Management, 23(3-4), 367-385
Gilligan, C., & Wilson, R.M.S. (2009). The Formulation of Strategy 3: Strategies for Leaders,
Followers, Challengers and Nichers. Strategic Marketing Planning
Hill, J.S., & Vincent, J. (2006). Globalization and sports branding: the case of Manchester
United. International Journal of Sports Marketing & Sponsorship, 213-30.
Jacobides, M. G. (2007). The inherent limits of organizational structure and the unfulfilled role
of hierarchy: Lessons from a near-war. Organization Science, 18(3), 455-477.
Kaličanin, Đ. (2011). Question of strategy: to be a pioneer or a follower? University of Belgrade
Klayman, B. (2009). Global sports market to hit $141 billion in 2012. Reuters. Retrieved 25th
September 2015 from www.reuters.com/article/ newsOne/idUSN1738075220080618
Kotler, P., & Armstrong, G. (2010). Principles of Marketing, 13th (Global) ed. Boston, Pearson
Kotler, P & Keller, K.L. (2013). Marketing Management. Prentice Hall
Laurie, D. L., Doz, Y. L., & Sheer, C. P. (2006). Creating New Growth Platforms. Harvard
Business Review, 84(5), 80-90.
Macey, R. (2007). Settlers' history rewritten: go back 30,000 years. The Sydney Morning Herald
Min, S., Kalwani, M.U., & Robinson, W.T. (2006). Market Pioneer and Early Follower Survival
Risks: A Contingency Analysis of Really New Versus Incrementally New Product-Market. Journal of Marketing, 70(3), 15-33.
Mittal, S., & Swami, S. (2004). What Factors Influence Pioneering Advantage of Companies?
Vikalpa, 29, (3), 15-33.
Mosahab, R,, Mahamad, O., & Ramayah, T. (2011). Service Quality, Customer Satisfaction and
Loyalty: A Test of Mediation. International Business Research 3(4), 74-80
Ngai, L. R., & Pissarides, C.A. (2007). Structural Change in a Multi- Sector Model of Growth.
American Economic Review, 97(1), 429–443
Patterson, L. (2009). Metrics in Action: Creating a Performance Driven Marketing Organization.
Ratten, V., & Ratten, H. (2011). International sport marketing: practical and future research
implications. Journal of Business & Industrial Marketing, 26(8), 614 – 620
Spirig, R. (2011). International, Market-Driven Expansion Strategies in General and in Private
Banking Specifically- Achieving Sustainable Growth in Times of Uncertainty. University of St.Gallen
Suarez, F., & Lanzolla, G. (2007).The Role of Environmental Dynamics in Building a First
Mover Advantage Theory. Academy of Management Review, 32(2), 377-392.
UNE Life. (2015). SportUNE. Retrieved 23rd September 2015 from
Wade, M. (2012). Tough week for a Sydney success story. The Sydney Morning Herald