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Springfield nor'Easters

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Springfield Nor’easters: Baseball

Springfield Nor’easters
Case Study II Analysis
Dr. Philemon O. Oyewole
1206 AMBA 650 1131
Gregory V. Brown

Introduction

Mr. Buckingham is a Marketing Director for a newly formed minor league baseball team located in Springfield Massachusetts. Mr. Buckingham has previous experience in marketing; however he was very inexperienced when executing the marketing plan for a baseball team. He started his research by using a survey conducted by a nationally noted firm in 2005. The results supported that the households with school aged adolescents were the type of consumers that were more likely to attend various sporting events. A significant statistic that he obtained verified from the survey confirmed that approximately 82% of the market in the Springfield area had incomes ranging from $22,500 to $75,000 (case study, exhibit 5). In an effort to ensure that the market was canvassed correctly, he needed more than three year old data to confirm a target market. Though the 2005 data was a good starting point, to complete a good analysis he need current data. Mr. Buckingham has a limited marketing budget, so the information will need to be specific and directed toward maximizing profits for the up coming season. How was Buckingham going to collect the appropriate information with limited resources? The objective was to predict how many people would come out to see the Springfield Nor’easters and exactly what price range should be charged for tickets. The city was beginning to show much economic promise for the 55,338 residents. Because of the many variables within market, Buckingham will need to utilize differentiated marketing concept to ensure all targets are identified and segmented correctly.

SWOT Analysis The strengths of the…...

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