Qatar as the apital of Sports in the Gulf Region - Case Study Example

Qatar as capital of sports in the Gulf Region Introduction This report is about Qatar as a possible sporting capital in the gulf region. It deals with ways of increasing the amount of participation in the national sports day programs among the young adults between the age of 15 years and 25 years. This report will therefore be prepared as a first step in a marketing research project for the sporting activity. In the beginning, a review of the sporting events will be undertaken. This section is closely followed by the environmental factors that may affect the sporting events in different ways. The report will also define and discuss the competition that sport’s day may face. An analysis of the target market segment will also be included. The report will also include a list of information that is needed for the research to be carried out in the most effective way. It will provide the secondary research information that we have collected. Then the report will conclude with a list of recommendations for how the management decisions problem and the marketing research question can be worded. Finally, it suggests the methods that should be used in the primary research to obtain the information required for dealing with the marketing research problem. Company/Product Analysis The administration of the Qatar National sports day falls under the control of the Qatar national Olympics committee. Although the National sports day falls under the Authority of the Youth and Sports General authority, it has been ceded the organization of sporting events to the Olympic committee (Embassy of State of Qatar-Washington, 2010). The Olympic committee was established in 1979 and is responsible for the supervision of other sports administration nationwide. It is also partly responsible for the preparing sports team on for international sporting events such as the Olympics and the Arab games. The committee undertakes to promote the development of a sports culture in the country that brings people together both within Qatar and between different cultures. Its vision clearly sets the objective of the committee as follows; “To become a leading nation in bringing the world together through sport” (Qatar Olympic Committee, 2012). The National Sports Day was decreed by HH Sheikh Tamim bin Hamad Al Thani, the Deputy Emir and Heir Apparent on December 6th 2011 (Sportsday.qa, 2012a). It declared every first Tuesday of the month of February a paid public holiday where Qatari citizens and other residents should participate in sporting events. The day is used to promote sports as a cultural tool for bringing people together. It also aims at promoting the realization of a healthy community through the physical and physiological wellbeing. The objectives of the Qatar Olympic Committee (QOC) include; According to Qatar Vision 2030 greater involvement in sport is an enabler and objective of the country’s economic blueprint (Qatar Olympic Committee, 2011). The national sports day targets youth participants especially those between the ages of 19 and 25. The Qatar Olympic Committee (QOC) has been actively involved in promoting participation in various sporting events throughout the country. The promotions targeting youths include the school’s Olympics. The National Sports Day is promoted through the website; http://www.sportday.qa/ that hosts an all year round countdown to the national sports day (Sportsday.qa, 2012b). To make sure as many people as possible participate in the event, it is held in numerous stadiums across Qatar. Pestle analysis This section covers the Pestle analysis that explains the environmental factors that can affect the operations of the committee. Political: Qatar has a stable political system with no major issue that is related to the neighboring countries, and foreign affairs are generally considered stable. Since the sporting activity is an interior activity that will involve a considerable number of people in the country, other people from other countries will also participate (Rich, 2008). Thus with the stability that is been experienced in Qatar the annual sporting activity will be taking place, and a greater number of them will be more than willing to participate due to security. Economic: based on the fact that the sporting activity will be taking place once a year there are some economic benefits that are associated with the annual sporting act6ivity. One of them been based on the fact that there will be a generation of income for some people. This will advance their livelihood (Fried, Shapiro and DeSchriver, 2008).). Another economic impact that will be achieved with the making of Qatar as the capital for sports in the gulf region is the development. This will be achieved since there will be a construction of various facilities so as to make the sporting activities possible and at the same time more fantastic. Thus, there will be a tremendous economic growth in the area. Technological: technology has really changed individual view about sports and most individuals are applying technology in sports. Some individuals are of the view that technology tends to slow down the pace of the games while others argue that, through technology the game becomes more enjoyable. Also, technology will assist the referees in the games to make informed decision this will be facilitated by replays (Kinver, 2004). Thus with the technological advancement that is taking place a great number of individuals will tend to participate in the annual sporting activities. Legal: in relation to the legal aspects related to sporting activities individuals are not supposed to take drugs. Sometimes individuals take drugs to stimulate their systems and in most instances they tend to perform better than those who are not under the influence of any drugs. Thus, those participating need to have not used any stimulators and if they have done so strict measures will take place. This will ensure that there is a fair contest. Environmental: environmental aspects have over time becoming an important area of concern around the globe since they tend to affect the daily lives of almost every citizen. Sport is seen as been a recreational activity and at the same time as a physical education activity, and it is currently been seen as a major part of society. Sports activities gather a lot of people world. But as much as it is significant, it has been found that it has some negative impacts. (Health Development Agency, 2002) Sports in a way interrupt the environment in a way. The impacts on the environment are grouped under four different categories that are the short term, long term, direct and indirect impacts. The impacts are such as noise, air and soil pollution. Social: most sports have a social nature and therefore may act as a way of offering encouragement as well as the support that is required so as to ensure that the level of adherence and frequency that is required to make sure that a certain level of health benefits is achieved (Health Development Agency, 2002). In regard to the sport’s day, it will also act as a way of achieving more health improvement among the individuals who are participating in the sporting activity. Competitor Analysis Competitors to the National sports day includes such activities as relaxing on the beach, entertainment at home including watching movies and other sporting activities, academic activities, international sporting events occurring at the same time as the National sports day and local sporting events occurring around the same period as the National sports day. Relaxation Young people may deem the National Sports Day as a day to rest from other energy sapping activities. Strengths of relaxation as an alternative activity It is not tiring It is deemed as cool among some younger individuals. Weakness It does not provide the health benefits one gets from sports Extension of academic activities Students who have a large workload at school may prefer to spend the day doing their assignments. Students who are also pursuing excellent results and scholarship have also been known to abstain from sporting activities as they aim to maximize on every available free time. Strengths School work does not cause one to be tired like participation in sports. Use of the sports day to finish academic assignments means a student is able to beat there deadlines on time. Weaknesses Exclusion by friends in other social activities Home entertainment Some youngsters prefer to spend their time on indoor entertainment instead of involving themselves in sports. Indoor activities include watching movies, playing video games and surfing the internet Strengths The above mentioned activities are very popular among young people The activities also do not demand a lot of energy on the individuals who participate in them. The promotional strategies of the above range of activities are very strong and thus they are present on most avenues used for marketing communication. Weaknesses They do not provide the health benefits one can gain from involvement in sports International Sporting events International sporting events have an effect on the participation of high level athletes in the Qatar National sports day. Qatari athletes who are participating in other organized international sporting events would miss the National Sports Day. Secondly, even if the alternative sporting events are not held in the same month as the Qatar National sports day, Elite athletes still need time to prepare for the events which may mean they miss this important day. Strengths International sporting events offer lucrative cash incentive for participating athletes unlike the Qatar national sports day. They attract large numbers of television audiences Weaknesses Only a small number of people participate in these events in comparison to the National Sports Day. Customer analysis The Qatar national Olympic committee mostly targets organization and all the individuals living in Qatar and the gulf region. The target market is mostly individuals between the age 15 years and 25 years, most individuals are more energetic individuals. Most individuals under the targeted age bracket are activity involved in sporting activities. The number of people in Qatar who are within the age bracket of 15 years and 25 years is 101, 758 (Qatar statistic authority, 2012). The number of people who engage in sports in Qatar is unknown since most of them do not take sports as fulltime activity but approximately the number of targeted people can be around 70,000 people. Since the year 2004, there has been a tremendous growth in the number of people in Qatar and the population is said to have increased over 67%. The population in Qatar is expected to increase now and in the future with development in the country. This will mean that there will be a constant supply of the required age bracket will always be available thus there is a probability that the population who are been targeted in the annual sports will always be available and in large numbers. This is mainly based on the fact that there will be an increase in number of people within that age bracket each year. Information needs To make this research a success, the following questions will be adopted to conduct an analysis of the suitability of another sports day. The questions will be categorized into four parts which will include: age, gender, sports and countries to participate. The information needs of the research looks at the challenges facing participation of the National Sports Day by answering a number of questions. By focusing the proposal on a wide spectrum of questions related to sports in terms of gender, age, countries to participate and the types of sports involved, it is a sure way that the proposal will emerge to be a project that can be implemented. Age What age is going to participate in the national sports day? What are the limitations of a certain age participating? If all ages are going to participate, what will be the possibility of allocating enough sports equipment to them? Which ages seem to be most active in sports participation in the proposed next sports day? Is there equal training given to all ages in preparation of the national sports day? Does weight matter in the ages that are likely to participate? Gender Are there any restrictions on the gender that should participate in Qatar sports day? Between males and females, who dominates in national sports participation? Which gender participates best in national sports? Are there specific sports assigned to both genders or is the national sports participation open to all? Is there any discrimination when it comes to sports participation in either gender in any other event apart from the national sports day? Is there gender equality when it comes to national coaching activities? Are there separate clubs for either genders or do both genders prefer working on their own during the national sports event? Sports What sports are mostly preferred in the national day? Is there a specific sport during the Qatar national sporting event? What are the advantages of involving in a particular sport as opposed to the other in the national event? (Compare two sports). What does it take to participate in national sports in Qatar? Are there any rewards for the sports participants in the national day? Who controls sports when it comes to national participation in Qatar? Are there enough sporting equipment and maintenance for national sports in Qatar? Is safety enhanced in all the sports in this occasion? Who is in charge of all coordination of the national event and is there any possibility for assistance in the next event? In participation of national sports, does Qatar cater for the able bodied or does it also consider the physically challenged? Is sporting done in Qatar done only as a hobby or do some individuals take it as a profession? How much does national sporting in Qatar contribute towards the economic growth? Countries to participate Are there any restrictions of the countries to participate in the national event? What terms and conditions do the participating countries have to follow in order to take part in Qatar national sports? Is Qatar sensitive to gender participation in other countries or is it sensitive to gender participation towards the citizens? If other countries participate in the national event, is there any extra funding needed for them? Are there legal measures for countries participating in Qatar national sports events if they engage in illegal activities or do not abide by the sporting rules in Qatar? Are the sports supervised by the people in Qatar or are there other bodies from outside that help in supervision during this occasion? Secondary findings From the past records, it has been noted that there is much participation in the national sports day by the young people and to increase on this participation, some activities have to be adopted. Some of the activities include: increased advertisement of sporting activities, promotion of awareness on various issues affecting the society through sporting activities, actively involving in sports that can be done in a team and finally media coverage. Increased advertising helps people become more aware that there are sports going on and it is through this that people gain interest in participating in the national event (Pollack, 2003).From the data collected by past participants in the previous national day participation, a lot of people came to participate due to the advertisements that were made in the print media and billboards not forgetting the exciting prizes that were to be offered once individuals won the various sports. By advertising the national sports day in different countries that have diverse languages, it will promote unity and globalization where peace will be maintained. Sensitizing people on current issues affecting the society through sports activities will make them yearn to participate more in national occasions (Gebril, 2012). Through the national sports day that was held in February, many organizations came in to educate people as they used sports to increase awareness on issues affecting the society. Through participating in sports activities, it brings health to individuals and promotes education on other issues concerning health. Participating in sports done in a team is important to individuals as it boosts confidence and increases social relations with other people (Shilbury and Moore, 2006). By incorporating a team do certain sports, it is a sure way of promoting national spirit in a harmonious way. Many people who have been requested in participating in the next national sports day have requested for more team activities as it is through this that team spirit is developed. By involving the media in the national sports day coverage, many people are looking forward to the forthcoming one because more talent will be discovered and there will be more opportunities where one can scope prizes (Veltri, Miller, and Harris 2009). By involving both local and international media in the national sports day coverage will be of crucial importance as it will be greatly involved in helping domestic institutions in achieving their goals which among many include creating a community that is healthy in terms of psychological and physical levels. Conclusion To conclude on the above situational analysis, it has been seen that by making Qatar as a possible sporting capital in the gulf region, there will be more participation. The proposal has looked at various analyses ranging from PESTEL analysis which has tried to explain political, environmental, social, technological, economic and legal aspects behind participation in national sports. In the situational analysis, the report has paid attention to customers’ needs on the products offered in various sports and given an analysis of the environmental factors that may affect the national sports events. By using a questionnaire to search for the information needed in the situational analysis and by tagging secondary information on the above report, there is a high possibility that there will be acceptance of many sporting events in the Gulf region. In the management decision problem is that if the national sports day should only incorporate members in the gulf region or should it involve people from other regions. In the research, the major concern was to incorporate other people and in my opinion, I suggest that more committee members to be incorporated from other countries as it is through this that nationality will be enhanced. References Embassy of State of Qatar-Washington (2010). SPORTS. Retrieved: http://www.qatarembassy.net/sports.asp#General_Authority_for_Youth Fried, G., Shapiro, S. J., DeSchriver, T. D. (2008). Sport Finance (2nd Edition).Champaign: Human Kinetics. Gebril, M. (2012). Evaluation of Sports Marketing Efficiency in Arab Countries. Ovidius University Annals, Series Physical Education & Sport/Science, Movement & Health, 12(1), 47. Health Development Agency (2002). Cancer Prevention: A resource to support local action in delivering The NHS Cancer Plan. Chapter 4 - Increasing Physical Activity. London: HDA. Retrieved from: www.hda-online.org.uk/html/resources/cancer_prevention/chapter4.html Kinver, M. (2004, august 17). Technology’s impact on sporting success. BBC news online. Retrieved from: http://news.bbc.co.uk/2/hi/technology/3564008.stm Pollack, K. M. (2003). Securing the Gulf. Foreign Affairs, 82(4), 2. Qatar Olympic committee (2011). Sports Sector Strategy. Retrieved from: (2011 – 2016) http://www.aspire.qa/Documents/sports_sector_strategy_final%20-%20English.pdf Qatar Olympic Committee 2012. Our Vision. Retrieved from: http://www.olympic.qa/en/AboutQOC/Pages/Our-Vision.aspx Qatar Statistics Authority (2010). Total Population. Retrieved from http://qatarembassy.net/population.asp Rich, W. (2008). The Economics and Politics of Sports Facilities. Retrieved from: http://www.questia.com/PM.qst?a=o&d=26468605 Shilbury, D., & Moore, K. A. (2006). A Study of Organizational Effectiveness for National Olympic Sporting Organizations. Nonprofit and Voluntary Sector Quarterly, 35(1), 5-38. Sportsday.qa (2012a). Qatar National Sports Day. Retrieved from: http://www.sportday.qa/ Sportsday.qa (2012b). Spectacular Success for Inaugural National Sports Day. Retrieved from: http://www.sportday.qa/news7 Veltri, F. R., Miller, J. J., & Harris, A. (2009). Club Sport National Tournament: Economic Impact of a Small Event on a Mid-Size Community. Read More