SPM 360 Sport Marketing - Market Analysis II

Flashcards for reviewing sport marketing concepts, including market analysis, demand, competition, customer analysis, and internal assessments.

What are the components of Market Analysis (MDCC)?

Macro-Environment, Demand, Competitor, Customer

What does 'Demand' refer to in market analysis?

Market demand for a sport product or service, including how many people want the product, how much they are willing to pay, and what factors influence their purchasing decisions.

What is 'Market Share' in market analysis?

Percentage of total sales volume in a market captured by a brand, product, or firm.

What are the key aspects of demand analysis?

Market Size & Growth Potential, Consumer Willingness to Pay, Seasonality & Trends, External Economic Factors

What does 'Market Size & Growth Potential' refer to?

The potential audience size and whether demand is increasing, stable, or declining.

What is 'Consumer Willingness to Pay'?

The acceptable price point for tickets, merchandise, subscriptions, or sponsorships.

What does 'Seasonality & Trends' refer to?

Whether demand is steady year-round or fluctuates, such as NFL demand peaking in the fall or Olympic products seeing spikes every four years.

How do 'External Economic Factors' impact demand?

How inflation, unemployment, and disposable income affect demand; for example, fans opting for streaming over live events during economic downturns.

What is Market Demand?

The aggregate of the demands of all potential customers for a specific product over a specific period in a specific market.

What is the formula for Market Potential?

Number of prospectors x average purchase quantity per buyer x average price

How do you estimate the number of prospectors?

Start with the total population and eliminate obvious non-users.

What are the ways of estimating future demand?

Common sense, Guesstimation, Research firm, Survey of prospectors' intention, Expert opinion, Statistical techniques, Multiple scenarios

Give examples of Monopoly (Monopsony) in competitor analysis

MLB, NBA, NFL, etc.

Give examples of Direct Competition in competitor analysis

NFL vs. XFL, UFC vs. PRIDE

Give examples of Indirect Competition in competitor analysis

NFL vs. NBA, NCAA VS. NFL

Give examples of Substitutes in competitor analysis

Movie Industry, Amusement Parks, etc.

Who are sport customers?

Spectator, Media, Sponsor, Licensee

What are the components of AS-IS Analysis (Internal Environment)?

Mission, Resources, Offerings, Previous Results, Business Relationships

What are the types of Resources?

Human, Financial, Informational, Supply

What are the types of information resources?

Market Data, Customer Data, Data for planning, implementation, & control

What are included in offerings?

Goods & Service, Current Marketing Effort, Contribution to Distributors & Customers, Fit with Mission & Resources

What are included in Previous Results?

Sales, Attendance, Profitability, Other financial results, Trends!

Who are included in Business Relationship?

Suppliers, Distributors, Business partners. Examine Capacity, Quality, Value provided