Marketing Strategy Involved In Development of Sport(S) to Increase Participation With Regards To Wales Hockey Union

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Acknowledgment

I would like to acknowledge the efforts of my research supervisor, my friends, and my family members. They have supported me throughout this research project.Declaration

I [Name] declare that this research is based on my individual efforts. I have cited all sources that I have used throughout the study. I also declare that the research has not been submitted before by any other researcher.

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Abstract

The topic of this study is to identify marketing strategy involved in development of sport(s) to increase participation with regards to Wales hockey union. In this research, mixed research methodology has been adopted. Both primary and secondary sources of data have been used in the study in order to increase the reliability of data. On the basis of findings of the study, a marketing plan has also been proposed for Wales Hockey Union. Wales Hockey Union needs to focus on the core sport product i.e. Hockey. It is important to create enthusiasm among people in Wales regarding Hockey so that they develop interest in the game. It is recommended to offer discounts and other offers in order to increase club membership. Hockey must be positioned as a game with a competitive spirit, and must be placed as a competitive and challenging game in Wales.

Table of Contents

ACKNOWLEDGMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background of the Study1

Problem Statement3

Rationale of the Study3

Research Aims and Objectives4

Structure of the Research4

Chapter 01: Introduction4

Chapter 02: Literature Review4

Chapter 03: Methodology5

Chapter 04: Findings5

Chapter 05: Conclusion5

Ethical Considerations5

CHAPTER 02: LITERATURE REVIEW6

Types of Customer Needs6

Direct Needs6

Latent Needs7

Constant Needs7

Special Needs7

Understanding of Consumer Behaviour through Manrai and Manrai Framework of Cross Culture8

Customer Relationship Management10

Sport Marketing11

Definitions of Sport Marketing11

Evolution of Sport Marketing11

The Sport Industry13

The Sport Product13

Consumers13

Implications for Sporting Organisations13

Implications for Companies Involved In Sport Marketing14

Implications for Sport Marketing Academics14

CHAPTER 03: METHODOLOGY15

Research Significance15

Research Methodology15

Advantages of Mixed Research Methodology15

Data Collection Methods15

Sample Selection15

CHAPTER 04: FINDINGS16

Findings from Interviews16

Findings of Questionnaire18

CHAPTER 05: MARKETING PLAN23

Sport Marketing Plan23

Step 1: Identify the Purpose23

Step 2: Analyse the Sport Product23

Step 3: Project the Market Climate24

Step 4: Position the Sport Product24

Step 5: Pick the Players: Analyze and Target Consumers25

Step 7: Price the Sport Product25

Step 8: Promote the Sport Product26

Step 9: Place the Sport Product26

Step 10: Promise of the Sport Marketing Plan26

CHAPTER 06: CONCLUSION27

REFERENCES28

APPENDIX31

Interview Questions31

Questionnaire31

CHAPTER 01: INTRODUCTION

This research is based on the marketing strategy of sport for attracting participants. The study has analyzed different factors present in a sport marketing strategy that can attract participants. The focus of this research is on Wales Hockey Union.

Background of the Study

The Sport Council for Wales (SCW) has always focused on the creation of sport opportunities for children and adults. One of the efforts that have been made in order to attract participants is the Dragon Sport Program. The program was designed for children from 7 to 11 years old. As a result of this programme, the number of children who participate in sport increased. The program also resulted in an increase in the participation of different schools in sport. The programme has provided several students ...