1. Situational Analysis

I. Summarize the problem Claire is tasked with solving. Write a summary of the key internal and external environmental background factors in the case.

II. Conduct a SWOT Analysis for the Central New York Crusaders. Provide at least 3 points for each category.

I. Identify and discuss all the types of primary and secondary research presented in the case. What are the pros and cons of each of the sources of market research that you identified?

2. Market Research

II. Do you agree with Claires decision to purchase non-market specific data from SRS? Why or why not? Describe how secondary data should be evaluated.

III. What other types of market research would you recommend that Claire collect? Why? What types of research methods and tools would you use to collect this data? What questions could be answered by the additional research you propose?

3. Market Segmentation and Targeting

I. Which female market segment, represented by the Cindy and Cathy personas, should the team target?

For all remaining questions in this final exam,

answer in terms of the target market you select here: Cindys or Cathys.

II. What are the characteristics and motivations of the target market you selected that make it a good choice? Support your decision with data from the case.

II. Describe what each stage of the Consumer Buyer Decision Making Process might look like for a typical member of the target market you selected when purchasing tickets.

4. Product

I. What modifications, if any, would you recommend the Central New York Crusaders make to its current products (stadium, tickets, game experience) to be successful in serving the target market you selected? If you do not suggest any modifications explain how the current products adequately provided value to the target market you selected.

II. Propose two new products that the Central New York Crusaders could sell to the target market you selected. Explain why you selected these products and how they strategically offer increased customer value to the target market you selected. These should be specific products, not product categories (Example: suggest womens tank tops, but do not suggest womens clothing).

III. Identify and explain what type of Product/Market Expansion Strategy(ies) the Central New York Crusaders would be pursuing if they created the two new products you suggest?

IV. Do you agree with Claires decision to start an affinity club for the target market you selected? Describe the difference between an affinity program and a loyalty program. Do you think an affinity program or loyalty program is a good way to engage the target market you selected? Why or why not?

5. Place

I. Where should the Central New York Crusaders make the two products you suggested in 4-II available to your target market (from 3-I) for purchase? Sketch the value chain for the product(s) to be available at each of these places.

II. Why did you select these places (from 5-1) to sell the products you selected in 4-II? Why are these places or distribution channels appropriate for the target market you selected (in 3-I)? How do these distribution channels add value for your target market?

III. How does making the products available for purchase in these places (from 5-I) impact the target market (from 3-I) in the consumer buyer decision process?

6. Promotion

I. Describe the Promotional Mix tools that you recommend the Crusaders use to reach the target segment to encourage them to purchase game tickets. Why are the promotional tools you suggest appropriate to sell tickets to the target market you selected? Note: The mix you propose should include several promotional tools. Be specificif you select direct marketing, explain what type(s) of direct marketing.

II. Recommend one specific form of mass advertising that you think will be effective in encouraging your target market (from 3-I) to buy tickets. Describe this communication channel. For example, if you select radio, suggest the type(s) of radio stations, radio shows, timing, etc. Answer the following questions about this advertising:

1. What is the objective of this advertising?
2. Which Buyer Readiness Stage will this advertising impact?
3. Which of the three basic types of appeals that we discussed in class should be used in this advertising?
4. How will you evaluate the effectiveness of this advertising?
5. Do you think this form of promotion is realistic for the Central New York Crusaders? Why or why not?

III. Develop at least one unique and creative idea for an in-stadium promotion that would attract your target market to purchase tickets and attend a game. How will you evaluate the effectiveness of this promotion?

7. Price

I. What major pricing strategy(ies) do you think should be used by the Central New York Crusaders? Why?

II. Research and propose the price you think should be charged for single game tickets and each of the two new products you selected in 4-II. Explain what pricing method(s) you used and why you think these prices are appropriate. With more time and resources would you recommend different pricing methods?

III. Describe some of the probable fixed and variable costs for the Central New York Crusaders baseball team. Describe if/how changing costs could impact the pricing of tickets.

8. Budget

I. Explain which of your promotion recommendations from section 6 you think are realistic to achieve with the $7000 budget that Petersen has given Claire? Why?

II. Congratulations! The Central New York Crusaders decided to use the promotional marketing plan you outlined in 8I in 2019! Single game tickets in 2018 and 2019 were priced at $12 each, and with your $7000 marketing promotions plan the team saw average ticket sales of 1,363 per game in the 2019 season. No games were cancelled, and unfortunately the Crusaders did not make it to the playoffs, so they played a total of 30 games. Assume that the cost of the SRS data did not come out of the $7000 marketing budget.

1. What was the Ticket Revenue in 2019?
2. What was the increase in revenue in 2019, compared to 2018, due to the new marketing and promotions plan from 8I that you developed, and Claire implemented?
3. Using 2018 revenue as a benchmark, what was the annual Marketing ROI achieved in 2019?