1- Comment on how the variables 'facility planning' and 'physical evidence' apply to the different sections of this case study.
The different facility planning and physical evidence in this situation will help to keep the stadium or any building 'alive' and to bring some money back on investment. The fact that you are building a building for a major event does not mean that you can forgot what you can do with it, as like making it the home ground of a sport club for example.
2- Comment on how the variables 'people' and 'process' apply to the different sections of this case study.
What is the population that you have to deal with, where the facilities are located.
3- Can you think of other standars that may remplace 'cost per seat' as a better means to account for facility construction costs? Justify.
The location of the stadium can affect the cost per seat, just as the quality of the field and the facilities
4- Given the different distribution channels presented in the figure, can you argue the most likely (future) distribution channel for spectator sport? You may want to consider the strategic distribution principle of 'vertical integration'.
I would say the channel A where the club communicate to the provider and then reach the consumer.
But i also believe that if you want to increase the sales of a product, the channel D would be the best, because from the manufacturer you can reach the athlete throught their agents and they will act like example for the consumers. then the wholesaler and the retailer to end to the consumer. This channel would hit more people and spectators.
Tuesday, 22 October 2013
Monday, 21 October 2013
Dynamic Pricing Strategy...
The stategy of dynamic pricing is that the price is not firmly set; instead it changes based on changing circumstances, such as increases in demand at certain times, type of customer being targeted or changing marketing conditions. This type of pricing strategy is especially common in certain types of business, particularly those providing a service, such as airlines, but can also be used with product pricing.
There is different strategy of dynamic strategy:
There is different strategy of dynamic strategy:
Segmented Pricing
In segmented pricing, some customers are charged more based on their willingness to pay more for a given service or product. For example, businesspeople may be willing to pay a higher price for an airline ticket that allows them to fly mid-week. Some customers may be willing to pay more for faster service, higher quality or more features. For example, a product may be sold at one price with a warranty and a lower price without a warranty.
Peak User Pricing
Peak user pricing is a strategy common in transportation businesses. For example, airlines and train companies often charge a higher price to travel during rush hour on Monday through Friday than at other times and on weekends. Utility companies also set prices based on peak times. For example, they may charge higher fees for phone calls made, or electricity used, between 9 a.m. and 6 p.m.
Service Time
Another dynamic pricing strategy is to charge more for faster service. For example, same-day dry cleaning would cost more than overnight cleaning. Augustin Manchon, of Manchon Consulting, suggests in a 2009 Financial Post article that service providers such as printers can boost revenue by charging more for jobs late in the day. Or they can give discounts to clients for volume business but not include higher-cost items, such as rush orders, in the discount. Manchon argues this strategy can increase customer loyalty without sacrificing profit margin.
Time of Purchase
Some dynamic pricing strategies offer customers different prices based on when they buy. Again, airlines frequently use this strategy. The price of economy-class seats on a particular flight may fluctuate over time. For example, the airline may try to fill seats by lowering the price as the day of the flight draws closer, or try to fill business-class seats first by raising prices on economy tickets. In 2009, the NHL Dallas Stars began using dynamic pricing for tickets to their games–charging higher or lower prices based on demand. For games with low demand, tickets are cheaper than for games with high demand.
Changing Conditions
Using dynamic pricing strategies can boost profits more under certain market conditions, according to research conducted at the Olin School of Business at Washington University in St. Louis. The researchers found dynamic pricing for products works best when there is a lot of uncertainty in the market--for example when the product may have a very short life span, as is the case with movie tie-ins. Sellers can maximize profits by lowering prices as sales fall, then raising prices again as demand increases.
Saturday, 19 October 2013
Comparaison of the 4 P's between Fernwood and the Broncos
Fernwood Women Fitness
- Place: Gym Club over Australia and New Zeland
- Physical Evidence: using the color pink and white which target girls, provide more than a gym (equiped change room, sauna, kids care, food education)
- People: target any girls, women, or ladies who want to get fir and stay healthy _ trained by girls only
- Process: it is a franchise which provide the training and all the information to create a successfull fitness club
Broncos Leagues Club
- Place: Brisbane Queensland
- Physical Evidence: it provide food, pookies, and other facilities that the all familly can easily enjoy a great time and support their favorite league club
- People: targeting all the lovers of the rugby league especially the Broncos fan and familly
- Process: unique place which provide entairnment and event for the familly during the On and OFF season
- Place: Gym Club over Australia and New Zeland
- Physical Evidence: using the color pink and white which target girls, provide more than a gym (equiped change room, sauna, kids care, food education)
- People: target any girls, women, or ladies who want to get fir and stay healthy _ trained by girls only
- Process: it is a franchise which provide the training and all the information to create a successfull fitness club
Broncos Leagues Club
- Place: Brisbane Queensland
- Physical Evidence: it provide food, pookies, and other facilities that the all familly can easily enjoy a great time and support their favorite league club
- People: targeting all the lovers of the rugby league especially the Broncos fan and familly
- Process: unique place which provide entairnment and event for the familly during the On and OFF season
Friday, 18 October 2013
Different sport position on the product/service lifetime
Product life-cycle management is the succession of strategies used by business management as a product goes through its life-cycle. The conditions in which a product is sold (advertising, saturation) changes over time and must be managed as it moves through its succession of stages.
Sunday, 6 October 2013
VALS survey
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.
Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.
Question from lecture Week 4 - Generation X, Y & Z
Generation X
Born: 1966-1976
Coming of Age: 1988-1994
Age in 2004: 28 to 38
Current Population: 41 million
Sometimes referred to as the “lost” generation, this was the first generation of “latchkey” kids, exposed to lots of daycare and divorce. Known as the generation with the lowest voting participation rate of any generation, Gen Xers were quoted by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.”
Gen X is often characterized by high levels of skepticism, “what’s in it for me” attitudes and a reputation for some of the worst music to ever gain popularity. Now, moving into adulthood William Morrow (Generations) cited the childhood divorce of many Gen Xers as “one of the most decisive experiences influencing how Gen Xers will shape their own families”.
Gen Xers are arguably the best educated generation with 29% obtaining a bachelor’s degree or higher (6% higher than the previous cohort). And, with that education and a growing maturity they are starting to form families with a higher level of caution and pragmatism than their parents demonstrated. Concerns run high over avoiding broken homes, kids growing up without a parent around and financial planning.
Generation Y, Echo Boomers or Millenniums
Born: 1977-1994
Coming of Age: 1998-2006
Age in 2004: 10 to 22
Current Population: 71 million
The largest cohort since the Baby Boomers, their high numbers reflect their births as that of their parent generation..the last of the Boomer Is and most of the Boomer II s. Gen Y kids are known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches...as they not only grew up with it all, they’ve seen it all and been exposed to it all since early childhood.
Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet, e-zines, etc.
Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more involved in family purchases...everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.
Generation Z
Born: 1995-2012
Coming of Age: 2013-2020
Age in 2004: 0-9Current Population: 23 million and growing rapidly
While we don’t know much about Gen Z yet...we know a lot about the environment they are growing up in. This highly diverse environment will make the grade schools of the next generation the most diverse ever. Higher levels of technology will make significant inroads in academics allowing for customized instruction, data mining of student histories to enable pinpoint diagnostics and remediation or accelerated achievement opportunities.
Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners. More to come on Gen Z...stay tuned.
Next time we will start to take a more in-depth look at the most significant and impactful of the generational cohorts and what implications there might be for libraries and librarians.
Born: 1966-1976
Coming of Age: 1988-1994
Age in 2004: 28 to 38
Current Population: 41 million
Sometimes referred to as the “lost” generation, this was the first generation of “latchkey” kids, exposed to lots of daycare and divorce. Known as the generation with the lowest voting participation rate of any generation, Gen Xers were quoted by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.”
Gen X is often characterized by high levels of skepticism, “what’s in it for me” attitudes and a reputation for some of the worst music to ever gain popularity. Now, moving into adulthood William Morrow (Generations) cited the childhood divorce of many Gen Xers as “one of the most decisive experiences influencing how Gen Xers will shape their own families”.
Gen Xers are arguably the best educated generation with 29% obtaining a bachelor’s degree or higher (6% higher than the previous cohort). And, with that education and a growing maturity they are starting to form families with a higher level of caution and pragmatism than their parents demonstrated. Concerns run high over avoiding broken homes, kids growing up without a parent around and financial planning.
Generation Y, Echo Boomers or Millenniums
Born: 1977-1994
Coming of Age: 1998-2006
Age in 2004: 10 to 22
Current Population: 71 million
The largest cohort since the Baby Boomers, their high numbers reflect their births as that of their parent generation..the last of the Boomer Is and most of the Boomer II s. Gen Y kids are known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches...as they not only grew up with it all, they’ve seen it all and been exposed to it all since early childhood.
Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet, e-zines, etc.
Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more involved in family purchases...everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.
Generation Z
Born: 1995-2012
Coming of Age: 2013-2020
Age in 2004: 0-9Current Population: 23 million and growing rapidly
While we don’t know much about Gen Z yet...we know a lot about the environment they are growing up in. This highly diverse environment will make the grade schools of the next generation the most diverse ever. Higher levels of technology will make significant inroads in academics allowing for customized instruction, data mining of student histories to enable pinpoint diagnostics and remediation or accelerated achievement opportunities.
Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners. More to come on Gen Z...stay tuned.
Next time we will start to take a more in-depth look at the most significant and impactful of the generational cohorts and what implications there might be for libraries and librarians.
Sunday, 29 September 2013
JD Case Study
(1)Describe the difference between primary and secondary market research
Primary market research is the 'field research', it might be qualitative or quantitative, in either way it involves a lot of money, effort and time.
Secondary market research is the 'desk research' which is using the existing data to extract valuable information, it might not bo specific enought though.
(2) Use an example from the case study to explain the prupose of market research
The market research will help to support the decision making and keep up to date the marking mix for example.
(3) Analyse why market research should be viewed as an ongoing process
It should be an ongoing process for the reason that you do not want to see your company falling behind the evolution of the market and to stay competitive on the market.
(4) Evaluate how market research, if undertaken properly, adds value to the decisions made by a large company. Why does it help to reduce risk?
It would help a large company to set up the next goal or decide the next new store location and to keep up with the competitors.
Primary market research is the 'field research', it might be qualitative or quantitative, in either way it involves a lot of money, effort and time.
Secondary market research is the 'desk research' which is using the existing data to extract valuable information, it might not bo specific enought though.
(2) Use an example from the case study to explain the prupose of market research
The market research will help to support the decision making and keep up to date the marking mix for example.
(3) Analyse why market research should be viewed as an ongoing process
It should be an ongoing process for the reason that you do not want to see your company falling behind the evolution of the market and to stay competitive on the market.
(4) Evaluate how market research, if undertaken properly, adds value to the decisions made by a large company. Why does it help to reduce risk?
It would help a large company to set up the next goal or decide the next new store location and to keep up with the competitors.
Week 3 - Marketing Segmentation
Three Articles about Marketing Segmentation
Article 1 ; Article 2 ; Article 3
Does Segmentation go too far? Why? Why not?
I believe that the segmentation is going too far, and create to many different niche market, which make the production of goods or services that must answer to the demande more harder to satisfy.
Staying in a more global way with the opportunity to target the bigger niche market would be the best way to answer the demand.
Article 1 ; Article 2 ; Article 3
Does Segmentation go too far? Why? Why not?
I believe that the segmentation is going too far, and create to many different niche market, which make the production of goods or services that must answer to the demande more harder to satisfy.
Staying in a more global way with the opportunity to target the bigger niche market would be the best way to answer the demand.
Monday, 23 September 2013
Questions from Lecture Week.3
Define USP _ Unique Selling Proposition or Unique Selling Point.
* Each advertisement must make a proposition to the consumer;
* The proposition must be one the competition cannot or does not offer, it must be unique;
* The proposition must be strong enough to move the masses.
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Explain Random Stratified Survey _ It consist of homogeneous sub-groups that are considered to be distinct in important ways, a collection of these homogeneous sub-groups is referred to as strata.
* Each advertisement must make a proposition to the consumer;
* The proposition must be one the competition cannot or does not offer, it must be unique;
* The proposition must be strong enough to move the masses.
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Explain Random Stratified Survey _ It consist of homogeneous sub-groups that are considered to be distinct in important ways, a collection of these homogeneous sub-groups is referred to as strata.
Sunday, 22 September 2013
Case Study - Creating a new program: Acitve Ageing in Queensland
Question-1
This case study suggests the the sport industry could position itself on a niche which would be the sport for older population as competitive but also fitness wise.
Question-2
The target market is the older population in sport. Because the government want to keep them fit and healthy as possible. A fitter and healthy population means less expense in the medical industry.
Question-3
developping a strong communication and providing some discount for the equipment and also the membership to sign with a club.
This case study suggests the the sport industry could position itself on a niche which would be the sport for older population as competitive but also fitness wise.
Question-2
The target market is the older population in sport. Because the government want to keep them fit and healthy as possible. A fitter and healthy population means less expense in the medical industry.
Question-3
developping a strong communication and providing some discount for the equipment and also the membership to sign with a club.
Case Study - The impact and consumption of the Australian Tennis Open
Question_1
In our society people need to find theirself in some new age heros, and especially in sport. the sport industry is booming, it can be practicing it or following it as a fan. Peoples are ready to travel to watch and follow some big meeting or just they favorite team or athlete, therefore the sport tourism industry in getting bigger too.
Question_2
Suddent increase of the tourism and population in the area. It's a suddent economic peak that will not last in time but repeat yearly.
Question_3
The motivations are different, you atten the Australian Open and you participate the Gold Coast Marathon. A person will want to go and watch a game of tennis at the Open because he knows that it must be a quality game and also because there is a difference between watching it on TV and be in the arena. the person who want to run the Marathon will have the motivation of achieving a personal goal even if international runner are attending the event.
Question_4
When there is a new product or event on the market the human curiosity will push the consummer to try this new experience. So the balance on the market before it will have to be change and find their position.
In our society people need to find theirself in some new age heros, and especially in sport. the sport industry is booming, it can be practicing it or following it as a fan. Peoples are ready to travel to watch and follow some big meeting or just they favorite team or athlete, therefore the sport tourism industry in getting bigger too.
Question_2
Suddent increase of the tourism and population in the area. It's a suddent economic peak that will not last in time but repeat yearly.
Question_3
The motivations are different, you atten the Australian Open and you participate the Gold Coast Marathon. A person will want to go and watch a game of tennis at the Open because he knows that it must be a quality game and also because there is a difference between watching it on TV and be in the arena. the person who want to run the Marathon will have the motivation of achieving a personal goal even if international runner are attending the event.
Question_4
When there is a new product or event on the market the human curiosity will push the consummer to try this new experience. So the balance on the market before it will have to be change and find their position.
Thursday, 19 September 2013
Example of Product Extension
Links for some Product Extension related with Sporting Clubs
Boomerang Tools Toronto Maple Leafs
49ers Mini Tape Measure Keychain
Miami HEAT Salt and Pepper Shaker
Boomerang Tools Toronto Maple Leafs
49ers Mini Tape Measure Keychain
Miami HEAT Salt and Pepper Shaker
Questions from Lecture Week.2
* What is Psychographics?
It is the study of personality, values, attitudes, interests and lifestyles.
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* During the lecture, one slide was about the Experimental Nature of the Product, which service characterics are Perishability (describe the way in which service capacity cannot be stored for sale in the fuure), Heterogeneity (a society or a group that includes individuals of different ethnies, cultural backgrounds, sex or ages), Intangibility (describing the inability to assess the value gained from engaging in an activit using any tangible evidence) and Inseparability (a key qualit of services as distinct from goods).
It is the study of personality, values, attitudes, interests and lifestyles.
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* During the lecture, one slide was about the Experimental Nature of the Product, which service characterics are Perishability (describe the way in which service capacity cannot be stored for sale in the fuure), Heterogeneity (a society or a group that includes individuals of different ethnies, cultural backgrounds, sex or ages), Intangibility (describing the inability to assess the value gained from engaging in an activit using any tangible evidence) and Inseparability (a key qualit of services as distinct from goods).
Sunday, 15 September 2013
Marketing Myopia by Theodore Levitt
- What was the result of the
railroad industry not defining its correctly?
The railroad industry missed to target their market properly plus the lack of managerial imaginativeness stop them of growing, because they was no more demand of the service.
- In Levitt's article, what did the oil industry continue to do and what was its consequence?
The oil industry keep innovating in some new type of fuel but also invest in the other type of market like the gas industry which becomes a safety for the company to "stay alive" and keep moving foward by making money and staying update with the evolution.
- List the reasons Levitt gives for the demise of myopic industries over time. What other examples can you suggest, of industries/corporations failing to adapt new ways to meet old needs?
Lack of imagination/innovation, Mass production, R&D taking a too important part of the company
- What lessons does the article give about SPORT?
Sport is an industry like the other, the question that need to be repeatly ask is how to keep it a the top? Innovation, Communication, How to make money from it?
Marketing and the need to answer to the demand of the consummer is important to keep it alive.
The railroad industry missed to target their market properly plus the lack of managerial imaginativeness stop them of growing, because they was no more demand of the service.
- In Levitt's article, what did the oil industry continue to do and what was its consequence?
The oil industry keep innovating in some new type of fuel but also invest in the other type of market like the gas industry which becomes a safety for the company to "stay alive" and keep moving foward by making money and staying update with the evolution.
- List the reasons Levitt gives for the demise of myopic industries over time. What other examples can you suggest, of industries/corporations failing to adapt new ways to meet old needs?
Lack of imagination/innovation, Mass production, R&D taking a too important part of the company
- What lessons does the article give about SPORT?
Sport is an industry like the other, the question that need to be repeatly ask is how to keep it a the top? Innovation, Communication, How to make money from it?
Marketing and the need to answer to the demand of the consummer is important to keep it alive.
Tuesday, 10 September 2013
Who am I ?
Born in Noumea _ New Caledonia, in 1988, I grew up on this
island. Surrounded by water since a young age, I have been swimming all my
childhood and therefore almost reach the title of champion.
I decided to move to Gold Coast in 2010 to complete a Diploma
of Athlete Support (Sport Massage) and a Diploma of Fitness in 2012, which bring
me to work as a personal trainer and group exercise instructor at the gym of
the university. In 2011, I did a year of the Bachelor of Sport Science before
changing my way and go for Sport Management that I started this year. I use to
be the goal keeper number 1 for the bond soccer team during the University Games.
Back to my element, water, I am now part of the Water Polo team which compete
at the University Games and in the Gold Coast League.
I have a life interest for sport, understand to concept of
the preparation and recovery through both of my diplomas and now with the subject
of my bachelor reinforce this interest of knowing more and better understanding
what is actually sport and what does it represent. This is my blog dedicated to my Sport Marketing
subject.
“Serious sport has nothing to do with fair play. It is bound
up with hatred, jealousy, boastfulness, disregard of all rules and sadistic
pleasure in witnessing violence. In other words, it is war minus the shooting.”_
George Orwell
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