Cornell Sports Marketing Term Paper

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Cornell Sports Marketing

Strengths of Company and Most Important Competitor

Internal Analysis-- Factors: Strengths

Sales & Marketing: Homogeneity in market of market, in the sense that all competitors and fan base are Cornell associates, makes marketing easier as well as segmentation within this market.

Quality: Draws upon a strong school spirit. Also, Cornell is more accomplished at many sports than other members of the Ivy League.

Customer Service: Draws upon school pride and is staffed by loyal Cornell alumni and students, making for superior customer service in terms of knowledge and eagerness.

Productivity: Draws upon a constant market, year round athletic events and sales of paraphernalia associated with Cornell University.

Human Resources: Consistent Cornell customer alumni and student base to draw from as employees, more loyal employees can be drawn from alumni and student community than strangers.

Facilities: Cornell has excellent sports facilities, well staffed and constructed.

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Location: Company is located near athletic facilities, thus knowledge is consistently updated regarding games and facilities.

Other: More wholesome reputation than professional athletics, given recent doping scandals and violent outbreaks in stadium -- encouraging children to attend Ivy League events can encourage academic as well as sporting success, and also women's sports more prominent at Ivy League college level, encouraging girls to participate in sports

Competitive Analysis

Possible Competitor: Professional Sports Events

Strengths

Price: Games ay be more local and easier to get to for alumni.

Quality: Players professional and thus more skilled, overall in professional events.

Product(s): Team franchise paraphernalia more recognizable than Cornell.

Service: Customer service more formal and impersonal -- thus less favoritism to alumni, donors, in allocating seats.

Location: Located in towns near where individuals live, especially key for alumni

Advertising: Advertised on….....

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