Sport Marketing Identifying Key Market

Question: 1. Choosing and identifying the organisation - Choose Cleveland Cavs as the organisation and write a small description about the "vision, mission" in 60-70 words. 2. Write about the segments not targeted by Manchester United. i.e, Demographical, Geographical , Age, Gender etc. 100-120 3. Targeting of your organisation should which segments are chosen from the second question and which strategy is to be applied and with reasoning. 150-200 words. 4. Positioning of the organisation is to be explained in brief. Answer: About Cleveland Cavs and its vision and mission Cleveland Cavs is an American professional basketballteamthat started playing in 1970 and already won five Central Division championships, one NBA championship and three Eastern Conference championships and intends to win more championships in the future (Hoffmann et al., 2016). Their vision is to be a model basketball organization in the world that hosts quality program to foster new players and perform volunteer tournaments for charity. Their mission is to provide opportunities to young candidates so that they can enjoy this game. Segment not targeted by Cleveland Cavs Market segmentation is a strategy adopted by an organization that involves division of their target market into subsets based on Demographic, Geographic, age, gender or that represents an individuals interest and priorities (Cianfrone et al., 2015). Cleveland Cavs majorly target young talent from 7 to 9 years old age group as they have more time to practice and develop themselves hence not targeted the elderly citizens for their club. Granzin and Olsen (2015) depict that, like any other basketball clubs; Cleveland Cavs also have a majority of male players and hence we can get asses that female players are not a part of this club. Moreover, regarding geographic segmentation, Cleveland Cavs hosts their tournaments in cities and developed countries so that more people can know about them and neglects rural regions and developing states. Methods for enhancing their market segmentation According to Cianfrone et al., (2015), every individual should play sports as it maintains body fitness and improve their sports performance. Cleveland Cavs should also encourage elderly citizens so that the popularity of basketball can be increased and they should provide proper training to them so that they can represent their club in SeniorOlympics and other championships so that they can target new elderly members too which resembles their market development. In this way, the concerned club not only can promote for healthy lifestyles forseniors, but they can also educate other aged groups about fitness and sports. In addition to that, Lieberman (2016) illustrates that developing women's sports along with its men's counterpart game could be an essential step taken by a sports organization or club. Cleveland Cavs can associate with Women's American Basketball Association (WABA) for targeting more women basketball player and illustrates developmentofofferings to develop womens performance. America values sports as a part of their country's culture and hence hosts a national tournament and voluntary tournaments throughout the years. However, Cleveland Cavs can enhance their brand in developing American cities or rural area across the world for making more people aware of the basketball. Positioning of Cleveland Cavs Schlegelmilch (2016) stated that positioning signifies the competitiveness of that organization in a particular place that defines the brands objectives. In America there are numerous basketball clubs and teams like the United States men's national basketball teams, Boston Celtics, Oklahoma City Thunder and others; however, Cleveland Cavs has gained popularity since their establishments as they take initiatives for introducing a new approach for the betterment of their basketball club (Fewell et al., 2012). This club has introduced basketball games for each age group like Youth Basketball Tournaments, Women's Basketball Championshipand National Senior Games Association for kids, womens and older citizens in rural as well urban location so that more people get attracted towards basketball and know more about this game. References List Cianfrone, B.A., Zhang, J., Pitts, B. and Byon, K.K., 2015. Identifying key market demand factors associated with high school basketball tournaments.Sport Marketing Quarterly,24(2), p.91. Fewell, J.H., Armbruster, D., Ingraham, J., Petersen, A. and Waters, J.S., 2012. Basketball teams as strategic networks.PloS one,7(11), p.e47445. Granzin, K.L. and Olsen, J.E., 2015. Market Segmentation in the Collegiate Basketball Market. InProceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference(pp. 357-361). Springer International Publishing. Hoffmann, F., Batchelor, R.P. and Manning, M.J., 2016.Basketball in America: From the Playgrounds to Jordan's Game and Beyond. Routledge. Lieberman, W., 2016. The evolution of market segmentation in revenue management and dynamic pricing.Journal of Revenue and Pricing Management. Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. InGlobal Marketing Strategy(pp. 63-82). Springer International Publishing.