S.W.O.T. Analysis Making sure you see the big picture Sport Marketing

S.W.O.T. Analysis
Making sure you see the big
picture
Sport Marketing
Dr. Sutton
Fall 2005
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S.W.O.T Analysis
• A S.W.O.T Analysis identifies and analyzes
the strengths, weaknesses, opportunities
and threats an organization faces in the
near and short/long term depending upon
organizational goals and objectives
• Each of these elements can have internal
and external aspects
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S.W.O.T Analysis - Strengths
• Strengths can be defined to include in
past/historical accomplishments – history
and tradition and so forth
• Strengths also refer to the present –
conditions that define an advantageous
market position or a current situational
condition
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S.W.O.T Analysis - Weaknesses
• Like strengths, weaknesses can refer to
past difficulties that have contributed to
the current situation as well conditions
derived from the current marketing
climate
• Weaknesses may be factual or fictional in
any case Perception is Reality for the
marketer
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S.W.O.T Analysis - Opportunities
• Opportunities are defined as possibilities
that have not become realities at the
current time – while they are primarily
future focused they can occur in the
present or in the short term
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S.W.O.T Analysis - Threats
• Similar to Opportunities, Threats can be
defined as potential problems. A threat,
like an opportunity can exist in the present
if that particular situation has not directly
impacted the marketing conditions. In
fact, it is common for threats to be current
market conditions outside the geographic
scope of a particular organization.
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S.W.O.T Analysis
• Let us examine the WNBA in terms of the
SWOT Analysis Outline we have presented
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WNBA S.W.O.T Analysis
• Strengths
– NBA Brand and Association
– NBA Corporate Partners
– Experienced sales and sponsorship staff
– Television contract
– Most successful women’s professional team
sport
– Huge participant base
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WNBA S.W.O.T Analysis
• Weaknesses
– 5 teams have folded in the past 2 seasons
– Perceived to be an inferior product in terms of skill
levels
– ESPN no highlights
– Not embraced internally by business staff
– Salary levels not growing – losing players to
international opportunities
– Male support lacking on several key levels
– Lack of profit making history
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WNBA S.W.O.T Analysis
• Opportunities
– Olympics as tool to promote awareness and
create a marketing window during the
Olympics
– International expansion
– DT --The next MJ?
– Investors purchasing and running teams
independent of – but in an alliance with the
NBA – Connecticut, Chicago
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WNBA S.W.O.T Analysis
• Threats
– The Olympics altering the season
– Lack of viable markets for
expansion/relocation
– NBA ownership could pull the plug
– Sponsors may not be interested in supporting
the WNBA thru their NBA agreements
– Continued flat/decreasing attendance
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YOUR TURN…………………..
• Give some thought about this prior to
coming to class – what are the strengths,
weaknesses, opportunities and threats for
the DeVos Sport Business Program?
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