you work as the Chief Marketing Officer for the Wellington Phoenix (a New Zealand soccer team playing in the Australian soccer league, and with the lowest average attendance of all 10 teams). on your understanding of the topics covered in week 4 and week 5. how can the theory they contain be used to improve the club membership and/or game attendances of the team?
This assignment requires you to focus on 2 key areas – targeting and positioning.
NOTE:
- in regards to targeting, this should be a fairly straightforward task. There are 4 segmentation categories – demographic, geographic, psychographic and behavioral – and from the various segmentation variables on offer within each, you should choose which ones offer the best potential targets and explain why. However, don’t over-segment your market. Your answers must be realistic
- Positioning should be fairly straightforward. Based on the characteristics of the segments you are targeting (in particular, their needs) what would be the best positioning strategy for each major segment you intend to target? If you have identified more than 3 potential targets, for the purposes of this exercise, just limit your discussion to your 3 ‘best’ targets.
Structure of the assignment should be as follows:
Introduction: What is the purpose of this assignment, and what sport and context are you focusing on? 100 words
Body:
TARGETING STRATEGY: Make sure you not only use these segmentation variables to describe your target/s, but that you also convey your understanding by explaining why you have chosen them (1200 words)
POSITIONING STRATEGY: A general and brief description of how you plan to position your sporting team in order to appeal to your chosen target market(s). (300 words)
Conclusion (100 words)
Reference list
Word limit: 1700
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