Organization that is being picked is the New York Knicks
Project paper (13-15 pages, Times New Roman, 12-font, double-spaced)
Background of the organization
o History, management structure, product offerings, etc.
Creating a value proposition
o Diagnose of the brand associations
(a) What are the strong, unique, and favorable associations of the organization?
(b) What are the weak and negative associations of the organization?
o The value proposition for the organization
Understanding the market environment
o Situational analysis
* A situational analysis should be based on credible data-driven market research. Also,
you are required to use at least three criteria (e.g., population demographics, economic
climate, product demand trends, etc.) for situational analysis.
o Competitor analysis (at least two competitors)
o SWOT analysis
Analysis of the current marketing efforts
o Objectives of the current marketing
o Analysis of the current marketing strategies considering the following elements: target
markets, marketing mix analysis, the current status of marketing, etc.
* At least two current marketing strategies should be addressed and thoroughly
explained.
Analysis of the target markets
o Segment the market
* Make sure that the segmentation should be identifiable, accessible, and responsive to
your marketing activities.
o Identify three different target groups
o Summary of the description of each target market
Propose future marketing plan for the organization
o Clarifying marketing objectives and long-term marketing goals
o Proposal for future marketing strategies using the various marketing mix
* You should propose at least two marketing strategies considering your objectives,
market environment, and target markets. Your proposal should be both feasible and
specific.
Conclusions
References (APA format)
Appendix (e.g., chart, tables, figures, etc.)
Additional Information from instructor
“Throughout the semester, we will cover various sport marketing topics, including the procedures of the
sport marketing plan. The marketing project is designed to develop a sport marketing plan using a real
industry example. Specifically, you need to (a) analyze the current marketing efforts of the selected
sport organization, (b) develop long-term marketing objectives considering how to expand market
share and market growth, embracing different target groups and build strong brand equity, and (c)
propose a marketing plan for the organization with specific marketing strategies. “
