Business development report writing help analysis online: Report writing help on Melbourne victory club

Part one – Executive summary

This paper will provide in depth descriptive information on the basis of numerous reliable secondary sources like journals, articles, research papers and corporate site of Melbourne Victory “the famous professional Australian football club” to develop the strategic sport marketing plan on the famous professional football club “Melbourne Victory”. To demonstrate and cover all the key required information about the topic that is” to develop the strategic sport marketing plan” in perspective of Melbourne Victory the whole paper divides in different sections. Each section will cover and provide in depth information about the key topic that discuss in the introduction section in the paper. The paper will start with small introduction that will define the overview of the organization “Melbourne Victory” is the professional football club in Melbourne city in Australia and the concept of strategic sport marketing plan that needs to discuss in the further section in descriptive manner to cover all the steps and approach that required to develop the strategic marketing plan for the sport organization “Melbourne Victory” in the different sections below. The further sections contains all the key information about the topics that provides complete visibility about the development approach and steps that needs to develop strategic marketing plan for the selected organization Melbourne Victory. All these sections cover and provide information about essential elements and key aspects areas that help to develop the effective and efficient strategic marketing plan. At the end in the conclusion section, the paper will provide the overall discussion in the below sections and within the paper that provides quick overview and visibility of the discussions.

Introduction

This paper will mainly focuses on the key aspects areas and factors that help to develop effective strategic marketing plan for sport. In this report the strategic marketing plan will propose and introduce for the sport organization “Melbourne Victory”. In the below sections the paper will discusses and presents all the required key information in the following structure manner that will consists: A) In the part two the report will present current marketing situation of the Melbourne Victory professional football club in Melbourne city in Australia. In the section the report will contain information about the current situation that focus and provide key discussion on the issues, challenges, problem and the current scenario that exist in the organization. This current scenario overview helps to understand the scope of marketing plan that required in the organization. B) In part three will provide continuity of the information that covers in the part two, that is the key current scenario that involve micro/ macro environmental and industry analysis with the using of theoretical and practical approach of Porters Five forces framework and SWOT analysis. The rationale of the part three section is to identify the key competitors and its analysis, overview of the current product and services and many other key things about the organization and its operational drivers. C) In the further in fourth section this report will present the objective of the Strategic Sport Marketing Plan in the form of SMART that help to understand the logical behind the introduce strategic marketing plan. In the final and fifth section will contain information about the strategies that needs to develop and introduce to implement the plan and provide in depth descriptive information about essential marketing factors segmentation, targeting and positioning. This section will discuss about the concept of marketing mix or 4 Ps. Concept that is place, price, product and promotion of the selected organization Melbourne Victory perspective. D) In the final and last section will discuss and present the action plan and approach that needs to use and apply to achieve predefined objective and also provide relevance of the action plan.

Melbourne Victory is the famous professional football club in Melbourne city in Australia that participates and play in A-League. The Melbourne Victory established in 2004 after the announcement of a revamped domestic league in Australia. Melbourne Victory is the only professional football club that completes the premiership- championship double twice, winning both in 2006/07 and 2008/09 session. This is the first and only professional football club in Melbourne that compete the domestic treble, winning the pre-season cup, premiership and championship in the 2008-09 session. The Melbourne Victory mainly based at Olympic park and participated or played all the domestics matches at the time of inaugural 2005/06 session A- League season. At the starting time the average crowd was approx 14158 in the stadium. In the year September 2006 on 2nd September the professional football club Melbourne victory played FC at the 56000 capacity Telstra Dome. With time the numbers of viewers’ increases as compare to last session. The Melbourne victory set up its operation and office in the AAMI Park. From starting to till now the glory and goodwill of the Melbourne Victory increased and people liked.

Part two – Current marketing situation

Melbourne victory is an Australian professional football club based in Melbourne, Victoria. It plays in the A-league. It also deals with most successful club with respect to A-league championships and premier plates. This way, it improves in their inaugural seasons and also creates the important approach of capitalizing the successful campaign so as it helps with the proper sponsor. (Gorman 2012)

They are developing the management of sales and also they are developing the membership and merchandise program with better focus on the year from 2005. They are managing the sales and marketing strategies with respect to the Melbourne victory so as it deals with the highest membership of not less than 5600 members in the first year. Currently the company is dealing in the rights with respect to the sponsor of Tasmanian state league. They are dealing with the Melbourne Victory with respect to high achievement and assurance of high amount of sustainability. It also met with the important approach of growth in the sport in Tasmania. Thus it dealt with the aspect of important announcement for better milestones in the organization’s strategy. This creates the importance of delivering huge benefits with respect to the commitment and strong relationship so as partnership. It also addresses certain areas such as the rules and regulations, competitions in the victory league, the overall structure and goals of the player with respect to competition and the marketing so as promotion. Thus the company continuously deals with the history of Tasmanian football and also they meets with the approach of regional football. (Footballfedtas.com 2012)

Part three – Analysis and SWOT

Within any business, marketing deals with the business environment and it creates the past experience for about twenty years. It also deals with the process of external changes so as it meets with the important approach of changes in the external forces. Thus there are very few mobile phones, other important communication tools and technologies that the marketer should rely upon and also this should be the greatest example. It is the important example that impacts upon the business and also it creates the influence in terms of the marketing process. Thus the trends are based on research, exploration of new trends and characteristics of business. It affects the global sport industry and meets with the number of other important trends. Thus the need of sports marketers is to understand so as to analyze the potential impacts and opportunities of the important process of both logical and the systematic process. This portion of the paper will meet with the discussion of PESTLE analysis, SWOT analysis with the help of macro and micro environment so that there will be proper analysis on competitors’ point of view and also there will be other important analysis. (Lienert 2012)

The external environment deals with different factors that impacts the marketing decisions made by the sporting organizations. This model will also consist the categorization of external environment with the help of economic factors and socio-cultural environment so as the paper also deals with cultural differences and technological process to meet with the process of marketing. The decision of capital and global scales meets with the input of decisions. It also creates the development of ethical awareness and growth in terms of the consumers. Thus the sports’ marketer will understand the important role of marketing plans and implementation.

The pestle analysis covers the political factors, the ecological environment, the socio-cultural environment and the technological environment. Australia is not a dependent nation in the Commonwealth of Nations with Queen Elizabeth and it represents the head of state with respect to Governor General and leader party. The economy steadily grows in the global crisis as well. It deals with the better place and advanced nations so as it also meet with the economic growth. Thus they face challenges and meets with the large scale government of programs for the financial health of the state. (Kitchin 2012)

PESTLE ANALYSIS

This environment describes about the political landscapes and the structures of the sport organization.

It has huge impact on operations and administration with respect to environmental scanning process.

This factor also involves the determination of involvement, support and differences.

Governments operate in the number of tiers to coordinate and to control the people and organization

Australia is the federal parliamentary democracy.

The political and the governmental power are highly decentralized in country such as Australia.

This helps to gain importance and the government continued to be blamed for mismanagement in this industry.

The current political system of the country with respect to the industry is that it possesses the clear and the efficient fast making policy implementation.

The country maintains one of the highest voter turnouts worldwide and also they deals with the contributing factors of political system’s strength.

The influence of trade union is very high with the Australian government.

The country has been developing the international relations in recent times and also they are known for great support and major trade relations.

The country favors good relationship with other countries.

 Economic environment

Since 2008, the economy has been experiencing the annual GDP growth rate of about 3.3%.

The Australian government supports the all round development and country’s infrastructure.

The country spends billions of amounts in the sports industry.

 The government takes bold policy decisions and guarantees the financial institutions for protection of the economy.

 Social analysis

The country is the impressive network for education, sports and healthcare facilities.

It offers good opportunity for social mobility.

The country helps to enjoy the high growth rates of income and also it improves the avenues for social mobility.

The government also is taking steps and following the approaches to deal with the interested people so that they can continue with their work areas and interests.

The funding is the important area of focus that improves the high quality, effectiveness of the development assistance and other programs. Technological analysis

The Australian government has high support of technology and development.

They deal and operate in service sectors of Australia.

With the help of government investments in the sports network, the industry and people are growing in the high amount of terms.

It deals with low level of productivity and also it helps to meet the important trends.

The high focus on R&D with the help of recent advances creates the importance of productivity.

Thus there is also very high competition in the industry.

 Legal analysis

The Australian judicial system focuses on high level of courts.

It deals with better rules and regulations as well as it meets with open economies.

The country follows the market friendly policies and approaches.

This enhances the expansion of the economic activity and also increases the distribution, retail so as other important frameworks.

 Environmental analysis

The Australian government focuses on the comprehensive policies to protect and to deal with the environment.

The government helps the citizens to protect the environment and to meet with the important approaches.

Australia fights with collective strengths and they protect the country enhancement and development.

SWOT Analysis

A SWOT analysis is the major identification of business internal strengths, weaknesses, opportunities and threats. It focuses on the key objectives and goals for managing the risks and for associating it with weaknesses and threats. (Development.tas.gov.au 2009)

The outdoor adjacent swimming pool is used for training and recovery related purposes by the football club.

There is an ample parking space and shopping complex which is the major strength for the organization.

The football federation is headquartered to the football pitch and is located in the best place.

It is originally based at Olympic park.

The stadium has seated areas on the wings.

There is a huge capacity associated in the football club.Weakness

The oval configuration is opposed as the rectangular configuration.

The positioning of spectators is from the little distance of play.

There is limited space and location for the corporate related functions and provisions or the corporate suites.

There is a high amount of capital for the cost up gradation and also for the new amount of facilities at an appropriate level.

 Opportunities

The football club is undertaking the amount of around 2.5$ million that includes new changes in the rooms and also for the corporate facilities.

Generally the oval is public and in the open space that creates the opportunity and ability to develop the infrastructure and to meet with the important approaches.

 Threats

There is a limitation or threat with the potential of attracting high quality and also there are different major players.

There are limited facilities available for the players that create the threat.

The priorities could be changed with the relationship of shared uses.

There are major threats to attract the high quality and the major players.

Competitor’s analysis

The competition exists with Sydney FC, Melbourne heart and Adelaide United. These are the major competitor’s for the country and it is like the rivalry to this business. The local competitor for this football club is known as Melbourne heart that entered in the market in the year 2011. This competitor reached the market of the new level and it also meets with the former victory players that are at Melbourne heart. Sydney is the major competitor for Australian market and it beats the Melbourne in the match at 2010-2011. The other major competitor is known as Adelaide United that also is known as the biggest competitor in the industry. This built the previous encounters and it reduces the successful appeal so as it also creates the high competition with it. Victory struggled a lot to increase the initials of capital and to join the A-league in the first year. It also creates the club line by the contribution of franchisees and also by the help of establishment of fees of about 500000$. Thus Melbourne victory announced the five year deal with the global sportswear giant that is known as Adidas and it is also known as the official manufacturer of clothes especially sports and athletes one.

Part four – Objectives

The marketing plan helps to understand the required needs in a more accountable format. It deals with the funds and other important authorities. It is highly regarded as the potential sponsors. Thus there are different types of marketing plan such as the strategic marketing plan and the tactical marketing plan. The objectives help to create the clarity in the thought process and it also helps to meet with the focused and the consistent goals for success. Thus it creates the motivation and support for marketing challenges so as it also helps to analyze the business and market.

The SMART objectives for this marketing plan is known as –

      Specific objective: – The specific goals and objectives are to increase the revenue and the sales. There is a specific objective to increase the 5% market share in one year.

      Measurable objective: – The measurable objective is to increase the sales and development and also to quantify the objective. Thus there will be 15% sales development per year.

      Achievable objectives: – The necessary resources are available to achieve the goals and to meet with the level of success for example: Money, people, technology etc.

      Realistic objectives: – The objective is required to be motivating, challenging and attainable. This stretches the challenging and attainable goals with respect to enthusiasm and other efforts. It should be based on the past efforts and experiences.

      Time-specific objectives: – There should be proper deadline set and also there should be the increase in the time-limit such as it will help to increase the sales of about 15% at the football club by the next year.

Part five – Marketing strategy

TARGET MARKET AND SEGMENTATION

Gender- Male/Female

Income- Good incomePsycho graphical Upper class, middle Upper Class, Behavioral To create the knowledge about the services and to promote the market easily with respect to the understanding of products and services.

Positioning

The club is positioned especially for the young people and also it requires proper sports and recreation facilities with respect to industry successfully. This will create the excellent opportunity for the people and there will be differentiation with respect to competitor’s strategy in terms of space, location, facilities and other important areas or parameters. This strategy will increase the tools and techniques of marketing and also it meets with the important areas of productivity. Thus it also could be effectively used the effective mediums and technologies such as media, television, newspaper, other important channels and advertisement campaign etc. (Dsr.nsw.gov, 2012)

      Thus there will be increase in market penetration

      There will be high availability of the product

      There will be increase in the opportunity of talents and other important sources

      The Melbourne victory will include the program for educating the people with respect to sports development program and by providing higher levels of education to the people.

Four P’s and marketing mix

Product: The product is based on the service quality, the packaging, design, modifications and additional elements and features in the product, the support and guaranteed services etc.

Pricing: As the product is associated with the club membership, it should deal with the continuous membership and referrals. This could happen with new members in the industry. Thus there is also the requirement of proper understanding of opportunities and pricing should be competitive so that there will be no additional increase in the sales and revenues. There will be the requirement of long term services given to the customers and also there will be high generation of revenues through this approach and technique. To make the approach unique, there will be proper requirements of additional discounts and offers as well as there is proper payment and credit system.

Promotional strategies: The reinforcement of membership will create the approach of direct marketing effort and also the uses of newsletters, birthday greetings, special stories and word of mouth will spread high generation of promotion and will create better promotional strategies in front of the customer and other target related groups. The use of personal selling and television and sports sponsorship will create the importance of product as well as service. Thus the use of survey also will help to meet with the goals effectively in the market. (Australia.gov.au 2000)

Questionnaire

Club management program / Marketing and promoting sports recreation

Questionnaire’s for customers

Section A “Demographic Profile”

1) Name of the customer ………………………………………………………………………

2) Age-          15 – 20         21 – 25        26 – 30       31 – 35        36 – 40         41 – 45

3) Gender-                    Male                                         Female       

4) Marital status-         single             married 

5) Where did you join the first club?

…………………………………………………………………

Section B

1)      Please rate the level of  Importance as per the satisfaction of  product / services :

2)      Please rate the level of  Satisfaction as per the current delivery of service for existing Australian club :

Place: The place that will be assigned would be based upon the best facilities and schedule with respect to introduction of new services and regular customers. Proper channels of distribution transport and facility planning will help to meet the high quality and effective results.

Part six – Action programs

The sport managers deal with detailed action plan to achieve the proper marketing strategy and to meet with the important approach of resources and actions. There will be proper achievement and coordination of process with respect to resources such as there will also be the importance of necessary requirements and capabilities with respect to human personnel. Sport managers should meet with the proper limits and required customer quality. Thus the teamwork, good communication and coordination of all members of the sports are required. This will increase the effective success mediums and also it will deal with the proper behavior of the sport managers and other activities. Thus it is the continuous review of control of strategic marketing planning and essential process of predetermined objectives. It helps to control the process of continuous strategies in the organization so as it meets with the evaluation of marketing process in a continuous manner. The major tools of evaluation and planning commit the market share and proper financial analysis. It also measures the profitability of products and services so as it deals with the important areas of services and objectives as well as strategies of the market.

This measures the profitability of the market and meets with the group of customers in relation to the products. This also increases the efficiency and service quality. It focuses on periodical assessment of company and strategic approach to market place. So, the marketing planning is the most important process of marketing management, it helps to understand the customers, competitors, other trends and external environment in the organization. Thus there will be step by step approach and the business will be able to deliver high level of economic benefits. (Kriemadis 2007)

Conclusion and recommendations

To conclude, all the above discussion that present the in depth descriptive information about the strategic sport marketing plan on the professional football club “Melbourne Victory” that is in Melbourne city in Australia participate in A-league matches in domestic level. In the above sections provides numerous information about all key aspects of the strategic marketing plan in perspective of Melbourne Victory sport club in Australia. Evidently to conclude, the paper discussed about the current marketing situation of Melbourne Victory that involve the key parameters such as membership & merchandise program, sales and marketing strategies, regular competition and many other key factors that provides the in depth analysis of the current program run by the Melbourne Victory. Later on the report discussed about the micro/ macro environmental analysis such as SWOT & PESTEL with respect to competitors analysis. In terms of country the PESTEL analysis represented the huge involvement, determination, support of the government with respect to investment and high contribution on area of sports. The Government spent billions of amounts for the sports industry and they encourage the interested people with the development, assistance and other programs. With the high focus on Research and development activities competition also increases. Thus there is market friendly approach and the country fight with the strength to protect the development and enhancement of the nation. The business comprises of strengths, weakness, opportunities and threats. There is ample space and outdoor swimming pool which is the major strength but the positioning and the cost of capital is very high that creates the major weakness of the Melbourne Victory professional football club in Melbourne city in Australia. The major competitor of the industry is Sydney FC that have discussed in details in the above sections. The SMART objective has been designed by the marketer for continuous growth of the business. The positioning, marketing mix and action plans have also discussed in the above sections in detailed manner. So to recommend with respect to the above discusses weakness, area of threat, scope of opportunities and scope of improvement there should have strong configurations with respect to football ground. The space should not be limited and it should be spacious for better customers’ comfortability. The membership and other key programs should offer some discount by the company to increase the level of inflow of cash and more business. It should also required proper infrastructure and it should be maintain in proper and systematic manner. With respect to compete to competitors the Melbourne Victors needs to focuses on some value addition key essential factors that helps to create, retain and maintain the client of the Melbourne Victory.

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