{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

AEM241-Component_Full(2)_Essay

AEM241-Component_Full(2)_Essay - Cornell University Womens...

Info iconThis preview shows pages 1–6. 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 Table of Contents ............................................................................................................... 1 Company Description ........................................................................................................ 5
Background image of page 1

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

View Full Document Right Arrow Icon
Introduction ...................................................................................................................... 5 Market Summary .............................................................................................................. 6 Market Needs .................................................................................................................... 8 Strategic Focus and Plan ................................................................................................... 9 Situation Analysis ............................................................................................................ 11 SWOT Analysis .............................................................................................................. 11 Product Market Classification ........................................................................................ 12 Industry Analysis ............................................................................................................ 13 Competitors .................................................................................................................... 17 Marketing Plan Objective ............................................................................................... 18 Strengths ......................................................................................................................... 18 Improving Weaknesses ................................................................................................... 18 Opportunities .................................................................................................................. 18 Guarding against Threats ................................................................................................ 20 Objective ......................................................................................................................... 20 Target Market ................................................................................................................. 21 Points of Difference .......................................................................................................... 22 Branding and Positioning ................................................................................................ 23 Marketing Program ......................................................................................................... 25 Product ............................................................................................................................ 25 Promotion ......................................................................................................................... 27 Place ............................................................................................................................... 29 Pg. 2
Background image of page 2
Women’s lacrosse games are played at Schoellkopf Field, the main outdoor athletics venue at Cornell. The field and stadium were constructed in 1914 and opened for their first game a year later, with a total capacity of 9,000 people. After a decade of use, additional seating was deemed necessary. In 1924, Schoellkopf Field was expanded with the addition of the Crescent, a large stadium-style seating area built on the east side of the field. This increased Schoellkopf’s total seating to 21,500, and in 1947, the Crescent itself was renovated to bring the stadium’s seating to where it is today at 21,597 ............................................................................................................................. 29 Schoellkopf Field is conveniently located on central campus, near to where most students live. It is within a 10 minute walk from Collegetown, and a 15-20 minute walk from North and West campuses. Plus, the stadium is adjacent to the Hoy Parking garage, making lacrosse games very convenient for members of the community as well. Check handicap accessibility .......................................................................................... 29 The Play with the Stars games would be held on North campus rather than in Schoellkopf. Given the stadium’s heavy usage by the athletics department, it would be very difficult to reserve, especially for a non-official game. However, the primary reason Play with the Stars should be on North is because that is where all freshman are required to live. The proximity of North campus fields to freshman dormitories make it very easy to reach the target market there. For example, Rawlings Green is less than a 3 minute walk from Balch, Mews, Court and Donlon Halls, as well as Clara Dickson Hall, the largest dormitory in the Ivy League (Cornell University Department of Campus Life). Jessup Field is also across the street from the Jameson Hall, the low Pg. 3
Background image of page 3

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

View Full Document Right Arrow Icon
rises and the Townhouses. These two North Campus venues bring Play with the Stars games right to the front door of the target population .................................................... 29 Conclusion ........................................................................................................................ 31 Works Cited ...................................................................................................................... 33 Pg. 4
Background image of page 4
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 games is the lacrosse team’s first and foremost objective. Like any sports club, their service is providing fans- their customers- with entertainment and fun during games.
Background image of page 5

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

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}