milestone3.odt - Running head MILESTONE THREE TARGET MARKET FACTORS SPT 565 of Sport Business 6-1 Final Project Milestone Three Target Market Factors

milestone3.odt - Running head MILESTONE THREE TARGET MARKET...

This preview shows page 1 - 4 out of 8 pages.

Running head: MILESTONE THREE: TARGET MARKET FACTORS 1 SPT: 565 Internationalization of Sport Business 6-1 Final Project Milestone Three: Target Market Factors Shawn D. Stewart Southern New Hampshire University July 7, 2019
Image of page 1

Subscribe to view the full document.

MILESTONE THREE: TARGET MARKET FACTORS 2 Target Market Factors: Internal and External Market Factors The wonderful world of professional sports was once known and accepted as a national entity, one which did not extend outside of its borders to venture within foreign land. Now, pro- fessional sports has taken the world by storm and has become a global phenomenon. One of the most internationally popular sports leagues over the past three decades has been the National Basketball Association (NBA). Basketball is big business and, in the world’s, most populous country, it has found a second home within the loyal and friendly basketball confines of China. Liu (2017) mentions, “This rise of sport business in China has been widely attributed to strong top-down government promotion with a series of high-profile policies released from the central government. Among other things, a national strategic policy titled “Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption” (the Decree hereafter), is- sued by China’s State Council on October 20, 2014, was widely cited as a milestone leading to the take-off of sports business.” But this successful government advancement is accompanied with internal and external market factors of China's sports industry, which will be directly or indirectly responsible for the successful promotion of the country's growth. Some of the internal and external market factors that are set up to strengthen China and throughout the country are the large amount of Chinese citizens who are diligently dedicated to the sport and follow it via Chinese social media and American, as well. The successful following of dynamic superstar players is a direct result of their individual and team success, to include community involvement events which hold limited edition autograph signings, speeches, and other events. NBA players, former and current, hold
Image of page 2
MILESTONE THREE: TARGET MARKET FACTORS 3 court with Chinese fans based on their strong love for the sport for numerous years and their sup- port of personal social media post, views, and NBA merchandise purchases. Target Market Factors: Political Factors The NBA has received many accolades from Chinese NBA fans for the various ventures that the league has offered to their communities through NBA stores. player visits, and exhibition games played in select locations. But political unrest continues to sweep the country in forms of rioting. Fish (2018) writes, “Doing business in an authoritarian country like China inevitably presents ethical and political dilemmas, as several tech giants and airlines have recently learned.
Image of page 3

Subscribe to view the full document.

Image of page 4
  • Winter '17
  • Philip Dugas
  • People's Republic of China, Yao Ming, National Basketball Association

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

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes