The Western Bulldogs Marketing Plan - Case Study Example

THE WESTERN BULLDOGS MARKETING PLAN Name: Institution: Professor: Course: Date: Table of Contents INTRODUCTION………………………………………………………………………………………………………………………………….…4 THE WESTERN BULLDOGS………………………………………………………………………………………………………………….…4 ORGANIZATION BACKGROUND…………………………………………………………………………………………………..……….5 Mission………………………………………………………………………………………………………………………………………………….5 Vision…………………………………………………………………………………………………………………………………………………….5 Goals……………………………………………………………………………………………………………………………………………………..6 TARGET MARKET AND CORE CONSUMERS……………………………………………………………………………………….….6 EXTERNAL ANALYSIS……………………………………………………………………………………………………………………………..7 Immediate competitors…………………………………………………………………………………………………………………….…..7 Secondary competitors………………………………………………………………………………………………………………………….8 Indirect competitors……………………………………………………………………………………………………………………………..8 EXTERNAL ENVIRONMENT………………………………………………………………………………………………………………..….9 Political forces……………………………………………………………………………………………………………………………………....9 Economic forces…………………………………………………………………………………………………………………………….………9 Sociocultural forces……………………………………………………………………………………………………………………………..10 Technological forces……………………………………………………………………………………………………………………………10 INTERNAL ANLAYSIS………………………………………………………………………………………………………………………..….11 Strengths…...............................................................................................................................................11 Weaknesses…………………………………………………………………………………………………………………………………………11 Opportunities……………………………………………………………………………………………………………………….…………....12 Threats………………………………………………………………………………………………………………………………………………..13 RECOMMENDATIONS…………………………………………………………………………………………………………………………14 Recommendation 1……………………………………………………………………………………………………………………………..14 Recommendation 2………………………………………………………………………………………………………………………….….14 REFERENCES…………………………………………………………………………………………………………………………………….….15 LIST OF TABLES Table 1………………………………………………………………………………………..….11 Table 2…………………………………………………………………………………………...11 Table 3……………………………………………………………………………………..…….12 Table 4…………………………………………………………………………………………...13 INTRODUCTION The following is a comprehensive and highly researched report centered on the marketing plan of one of the most notable sports club in Australian history. The Western Bulldogs is a big football club. I have been a diehard fan of the club for nearly a decade now. This fact motivated me to conduct an in-depth research about the current marketing plan of the club. The highly researched and detailed report will explore and explain various key areas that revolve around marketing plan of the club. Such areas include the vision statement, mission statement, core goals and objectives of the club, target market and also the current competitors. However, the report is not only limited to that. Various issues such as external environment and how it impacts on the clubs operations will also be highlighted. The report will also work on clear explanation of the clubs SWOT analysis. Under this category of study, the strengths, weaknesses, opportunities and treats will all be explored in detail. The report will also analyze the recent annual financial reports of Western Bulldogs club. All the information gathered will be used to develop a comprehensive and detailed recommendation. The recommendation will boost the club’s marketing strategies once implemented by the top management. THE WESTERN BULLDOGS ORGANIZATION BACKGROUND The Western Bulldogs was founded in 1877. Western Bulldogs is a big football club that plays in the Australian Football League (AFL). Records reveal that the club is a holder of nine real premiership titles. Western Bulldogs is based at Whitten Oval in FootsCray, located west of Melbourne in Australia. The clubs song goes as follows: Sons of the West, Red, white and blue, We come out snarling, Bulldogs through and through. Bulldogs bite and Bulldogs roar, we give our very best. But you can't beat the boys of the Bulldog breed, We're the team of the mighty West! MISSION Become a truly Australian supported team with healthy membership bases in every state and region and a leading organization in Australia that provides valuable assistance to the underprivileged children through sporting and related activities. VISION Pursue success by continual improvement and becoming the benchmark sporting organization in Australia on and off the field. GOALS The aim of the Western Bulldogs is to promote interest and potential membership in the Western Bulldogs Football Club through various forums including a regular newsletter, events, and fundraising. This group is predominately for people located in the south and east however anyone can join. It is also the goal of the club to work closely with Business partners to achieve growth & long term viable relationships for all parties. It is also the objective of the club to nature talent through training and participation in competitions. The natured talents can earn a living through sports hence improving his/her living standards. TARGET MARKET AND CORE CONSUMERS The Western Bulldogs financial report of 2014 reveals the following information: “In 2014, the Western Bulldogs increased its membership base by 5% finishing the season with a total of 31,725 members. It is a representation of the highest member tally since 2011 and the third highest in the Club’s history." The number of registered members of the club as at 2014, therefore, was 31,725. These are the fans and the stakeholders of the organization. These members, therefore, are the target market of the club. They participate in various activities of the organization such as buying tickets to watch live games and so forth. Part of the 2014 financial year report reveals that: “The Club successfully utilized several of its corporate partnerships and community initiatives in 2014 acquiring new members through it’s: Sons of the West program; Corporate companies, e.g., Mission, Slater & Gordon, Western Health; WRFL Juniors & Auskick programs; and Extension of its partnership with Victoria University” (Lack and McConville, 1996). All these information gives us details about the club’s core target market and the characteristics of the core consumers. Characteristics of core customers that are evident here include that they are young, like football, and many have money to register and buy tickets. The majority are students i.e. of Victoria University who is great fans of the club and football in general. Programs that the club has laid down are part of the marketing strategies. The club has a good number of partnerships that are of great deal of mutual benefit. The annual financial report of 2014 reveals that: “In 2014 the Club achieved its highest commercial partnerships revenue on record and renewed its major partner sponsorship with Mission Foods for a further 3 years, which will make Mission the longest serving major partner of the Western Bulldogs”. The above information directs us to the target market and customers of the Western Bulldogs club. EXTERNAL ANALYSIS Immediate competitors A direct competitor produces a service or product for sale that is directly the same as the competing organization. It is also referred to as direct competitors. The direct competitors of Western Bulldogs, therefore, are clubs that participate in the Australian Football League (AFL). These include football clubs such as Melbourne, Sydney Swans, Port Adelaide and Hawthorn football clubs. The following information can be justified by the fact that they all compete to win the league. The winners of the league have a great advantage or prize at the end of the season (Cherubini, 2013 pp. 110). Secondary competitors Secondary competitors are understood to offer a substitute service or product from the competitor. Western Bulldogs, therefore, faces a lot of secondary competitors such as hockey clubs, athletics clubs and basketball clubs. Instead of people buying tickets to watch Western Bulldogs matches they watch basketball or even other sports. The above is a justification of the fact that other sports are becoming a substitute for football. Indirect competitors Indirect competitors supply products or services that are not the same as those of the competitor but satisfy the same needs. Football is a game meant for entertainment. It is also expected to relieve once boredom especially after long hours or days in a busy office. Western Bulldogs being a football clubs hence offer such entertainment to the fans. However, there are several other ways in which people can get entertained. Such techniques could include watching movies in cinema theaters, having nature walks and visiting picnics. All these forms of entertainment are threats to Western Bulldogs indirectly. According to Porter (1995), Competitors are very important for every business organization. However, competition in the market should be healthy. Competitors should engage in healthy completion practices. Such practices that are encouraged in competition include benchmarking and sharing of information. Every organization should hence employ competitive advantage strategies to survive in the competitive markets. EXTERNAL ENVIRONMENT Political forces These are the forces from the government intervention. Such effects include tax policies, environmental laws, restrictions on trade and even the stability of the government. Western Bulldogs financial report of 2014 reveal imperative touching on political forces that club encountered during last fiscal year. The report says: “The company's operations are not regulated by any significant environmental regulation under a law of the Commonwealth or of a State or Territory”: Retrieved from http://www.westernbulldogs.com.au/staticfile/AFL%20Tenant/WesternBulldogs/Club%2 0Promos/2014%20Club%20Promos/2014%20WB%20Financial%20Report%20LR.pdf The information reveals that no significant regulations are imposed on the club. The information will mean that adding to the fact that the political stability of the nation is good; the external environment is very conducive for effective and efficient operations of the club. Economic forces Economic forces are centered on mainly the rate of inflation, interest and economic growth of the country. The combination of factors affects the way the club operates and how decisions are made. The referenced materials reveal that there is no significant impact on issues such as economic growth and inflation in the records of the club. However, a notable loss experiences in season 2012. The financial report of 2012 states that: “Season 2012 has seen the Western Bulldogs produce an operating loss of $136,679 compared to an operating profit of $121,762 in 2011” (Lack and McConville, 1996). Such losses are attributed to economic forces such as inflation rates, economic growth and interest rates on the operations of the club. Sociocultural forces Social and cultural factors affecting the clubs day in day out activities are factored in here. Imminent factors such as age distribution, population growth rate and attitude towards career are significant here. Australia is full of young people who are the primary target and consumers of sports. These are the people who buy tickets to watch matches of the club. Members of the club, therefore, add value or income to the organization through such practices. The financial report of 2014, which the latest financial report released by Western Bulldogs is revealed that the current club membership is around 40,000 (Cherubini, 2013 pp. 110). The club should therefore focus their major attention toward the young generation. The better parts of the population are people who are young and energetic. These are the youths who are active in sports. The play games watch matches and also like sports. Through their programs, Western Bulldogs football club should monitor and nature young talent. Through such programs and activities they stand a greater chance of getting fans hence membership of the club increases. Technological forces The rate of technological change and adoption, automation of services and research and development activity are significant forces here. The Western Bulldogs has to incur lots of costs to advance the current technology. Research reveals that most of the club activities and operation are up to date technologically. A very significant justification for this point is the fact that almost 100 percent of club activities are conducted online. The organization has designed a very nice, friendly and user-oriented website to aid its day to day operations and activities. The site can be accessed through the address: http://www.westernbulldogs.com.au. INTERNAL ANLAYSIS Strengths The following Table 1 shows the strength of Western Bulldogs: Claim Evidence Customers The financial report of 2014 reveal that: Receipts from customers for 2014 was $41,465,883 and that of 2013 was $37,846,949 Strengths are all the pillars that make the club strong in the market. The annual financial reports that the club released in 2014 reveals that the club membership improved by 5 percent. The figure by then stood at around 40, 000. Having such a great number of memberships is strength to the club. Membership is a pillar to any football club in the world. The members are the customers of the club. Members buy tickets, magazines, jerseys and other stuffs provided by their favorite clubs. (Milgram, 2014 pp.81) Weaknesses The following Table 2 shows the weakness of Western Bulldogs: Claim Evidence Too much expenditures The financial report of 2014 reveal that the following huge sums of money are paid respectively: Payments to suppliers and employees respectively $38,513,949 and $35,684,230 for 2013 and 2014. Weaknesses are those factors that try to pull down the performance of the club. The financial report of 2014 of the organization depicted great expenditures. The total amount of expenditure for 2014 was at $38,513,949. These are the amount of money spend on payment of suppliers and employees only. The expenditure should be reduced or the income should be higher. (Milgram, 2014 pp.82) Opportunities The following Table 3 shows the opportunities for Western Bulldogs: Claim Evidence Revenue from operating activities gives a very good opportunity for the club to source more income. The financial report of 2014 reveal that the club gets the following: AFL sourced income: 9,372,004 AFL ‐ Club Future Fund: 8,410,371 Opportunities are the potential source of future improvement of the club performance. There is a great opportunity for the club to grab in the near future in revenue. Reports revealed that revenue from operating activities gives great to be focused on. Through the AFL sourced income and AFL- club future fund, a great opportunity to be explored lies. Threats Table 4 shows the threats for Western Bulldogs. Claim Evidence Other football clubs participating in Australian Football League (AFL) There are various football clubs that are competing in the Australian Football League. Such clubs as Hawthorn football club, Sydney Swans, Richmond football club and West Coast Eagles all are treats to the club. Threats mainly are composed of factors that are beyond the control of the organization. Western Bulldogs football club is surrounded by a lot of competitors in the Australian Football League. They all compete to win the league hence posing threat to the club. However, this should not bother the club’s operations. Good strategies to counter threats should be put in measure for the success of the club. RECOMMENDATIONS Recommendation 1 This report has critically and analyzed The Western Bulldogs football club in details. The outcomes of the research analysis will aid in better decision making and positively impacts on the club's operations. It is sure that the club is in a very conducive environment. The PESTLE analysis conducted proves beyond reasonable doubt that the environment is conducive to the club’s operations. An important opportunity that this report came up with is that Western Bulldogs need to exploit on revenue. Revenue from operating activities such as membership tickets, watching of live games are a significant source of income to the club. The organization, therefore, needs to lay serious emphasis on these activities. The financial reports of 2014 categorically stated that the club-sourced massive income through Australian Football League (AFL) and Club Future Fund program. I, therefore, recommend that the organization focus greater emphasis on this opportunity. Recommendation 2 The Western Bulldogs football club is advised to do the following for the success of the organization: improve customer service delivery, advertise frequently to improve on membership, sign good and performing players to competing for the league, reduce expenditures and increase their market share. All these recommendations, when adopted, will yield greater productivity to the club now and in the future. It is therefore upon the club’s top management to look into these recommendations. It will serve as a positive turn around for The Western Bulldogs football club and all other clubs that can adopt the same recommendations. REFERENCE Cherubini, S. (2013). Co-marketing: A new challenge for football managers. Marketing and Football, II, 108-129. Lack, J and McConville, C. (1996).A History of the Footscray Football Club: Aus.-Sport Enterprises Pty Ltd, ISBN 0-646-26215-79 Milgram, L. (2014). The SWOT analysis. Managing Smart, 81-82. Western Bulldogs Theme Song - YouTube. (n.d.). Retrieved from http://www.youtube.com/watch?v=cq0raQn5q3E Supporter Groups - westernbulldogs.com.au. (n.d.). Retrieved from http://www.westernbulldogs.com.au/membership/supporter-groups Western Bulldogs. (2014). Retrieved from http://www.westernbulldogs.com.au/staticfile/AFL%20Tenant/WesternBulldogs/Club%2 0HQ/2012%20-%20Club%20HQ/Documents/2012_WesternBulldogs_FinancialReport.pdf Porter, M., (1995).Competitive Advantage. Ch. 1, pp 11-15. The Free Press. New York. Read More