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

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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 womens 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?