Framework for Strategic Sports Marketing HSS 3000/5263 Sport Marketing Dr. Brian Turner

Contingency Framework Originally developed for managers who wished to be responsive to the complexities of their organization and the environments in which they operate Useful for sport marketers because … –Unpredictable and rapidly changing environments –No one best way to organize –organization does not operate in isolation but interacts with other systems

Elements of the Contingency Framework Fit External Contingencies Competition Legal/Political Demographics Technology Culture Physical Environment Economy Internal Contingencies Vision Mission Objectives & Goals Strategy Culture Strategic Sports Marketing Process Planning Implementation Control

Planning Phase Understanding consumer’s needs Market Selection Decisions Marketing Mix Decisions

Implementation Phase Organizing the implementation Leadership and interaction Resource acquisition and allocation Coordinating and timing activities Information management

Control Phase Process of measuring results, comparing the results to the marketing objectives, communicating the results to the entire organization, and modifying the plan to achieve the desired results Measuring results