AEM241-Component_Full final copy_Essay

AEM241-Component_Full final copy_Essay - Cornell University...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Cornell University Women’s Lacrosse Marketing Plan T ABLE OF C ONTENTS Executive Summary ........................................................................................................................................ 2 Company Description ..................................................................................................................................... 4 Introduction .................................................................................................................................................. 4
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Market Summary .......................................................................................................................................... 5 Market Needs ................................................................................................................................................ 7 Strategic Focus and Plan ................................................................................................................................ 8 Situation Analysis ......................................................................................................................................... 10 SWOT Analysis .......................................................................................................................................... 10 Product Market Classification .................................................................................................................... 11 Industry Analysis ........................................................................................................................................ 12 Competitors ................................................................................................................................................ 15 Marketing Plan Objective ............................................................................................................................ 16 Strengths ..................................................................................................................................................... 16 Improving Weaknesses ............................................................................................................................... 16 Opportunities .............................................................................................................................................. 16 Guarding against Threats ............................................................................................................................ 18 Objective ..................................................................................................................................................... 18 Target Market ............................................................................................................................................. 19 Points of Difference ....................................................................................................................................... 20 Branding and Positioning ............................................................................................................................. 22 Marketing Program ...................................................................................................................................... 23 Product ........................................................................................................................................................ 23 Promotion ................................................................................................................................................... 25 Place ............................................................................................................................................................ 30 Conclusion ..................................................................................................................................................... 33 Works Cited .................................................................................................................................................. 34 E XECUTIVE S UMMARY The Cornell Women’s Lacrosse team was Ivy League champions and undefeated at home last year. There is no doubt the team will do just as well or even better in the coming seasons. This ability to consistently deliver entertaining and exciting lacrosse Pg. 2
Image of page 2
games is the team’s greatest asset. The team benefits from having skilled personnel and young, talented players, but lacks a dedicated budget to market itself commensurately. Due to this, the team’s successes on the field don’t necessarily translate into greater awareness among the Cornell student body, one of the team’s short-term goals. The lack of awareness hinders the team’s eventual aim of increasing its fan base, and ultimately, game attendance. The key is to devise a way to market the team using a medium that is inexpensive, but effective in getting word of the team out to Cornell students. Such a medium would be cheap to use but have a large reach among the virtually 14,000 Cornell undergraduates, especially the 3,200 freshman that approximately compose each class. We propose having a tournament with prospective fans- a Play with the Stars event- used in conjunction with Facebook to promote the team. The program would be a one-day event that capitalizes on the team’s ability to entertain people by skillfully playing lacrosse. It would be held during the off-season and on North campus to cultivate a relationship with students of the primary target market. Facebook will further this relationship with students. By allowing students to become Facebook “friends” with teammates, a greater level of closeness is created and students will not only know more about the team, but take pride in it and feel a greater sense of connection to it, the school and one another. Leveraging their competitive success, the Cornell Women’s Lacrosse team should use new outreach events to attract students at minimal cost and avail themselves of an online network that is free, and wildly popular among Cornell undergraduates. Pg. 3
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Big Red spirit On-campus ad campaign All-star players Fundraiser events C OMPANY D ESCRIPTION Introduction Cornell University’s Women’s Lacrosse team was formed in 1972. Enrolled in the NCAA as a Division I team, the Big Red competes against some of the best college teams across the country. However, the team’s most important contests are games with other Ivy League teams. The team’s main goals are to win the love and loyalty of their current fans as well as attract more fans to their games. To fill Schoellkopf Field for their home
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern