CHAPTER 2
CONTIGENCY FRAMEWORK FOR
STRATEGIC SPORTS MARKETING
Overview of the Contingency Framework for
Strategic Sports Marketing
• Foundation of any sports organization is to
design and maintain a sound, yet flexible
strategic framework
• Strategic framework that is suited to the
sports industry is the contingency framework.
Why?
• Flexible and adaptable to changes in the
marketing environment
Contingency Framework for Strategic Sports Marketing
Planning
fit
fit
1. Understanding Consumers’ Needs
EXTERNAL
CONTINGENCIES
Competition
Legal/Political
Demographics
Technology
Culture
Physical Environment
Economy
a. Marketing Research
b. Consumers as Participants
c. Consumers as Spectators
2. Market Selection Decisions
a. Market Segmentation
b. Target Markets
c. Positioning
3. Marketing Mix Decisions
a. Sports Products
b. Pricing
c. Promotion
d. Place
Implementation
Control
INTERNAL
CONTINGENCIES
Organizational
Vision
Organizational
Mission
Organizational
Objectives & Mktg
Goals
Org Strategy
Org Culture
THE STRATEGIC MARKETING PROCESS
A. THE PLANNING PHASE
STEP 1: UNDERSTANDING CONSUMERS’ NEEDS
1. Marketing Research
2. Consumers as Participants
3. Consumers as Spectators
STEP 2: MARKET SELECTION DECISIONS
1. Segmentation Alternative
2. Target Markets
3. Positioning
STEP 3: MARKETING MIX
B. THE IMPLEMENTATION PHASE
C. THE CONTROL PHASE
Activities Associated with Implementation
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Organizing
Leadership and Interaction
Resource Acquisition and Allocation
Coordination and Timing of Activities
Information Management
Control Phase
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Sales Analysis
Profitability Analysis
Customer Satisfaction
Marketing Audit