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Loyola%20College%20Basketball

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Loyola College Basketball. Increase attendance. Jamie Gorczynski. Ben Schubert. Sean Baker ... are only two that directly affect Loyola College basketball ... – PowerPoint PPT presentation

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Title: Loyola%20College%20Basketball


1
Loyola College Basketball
  • Increase attendance

Jamie Gorczynski Ben Schubert Sean Baker Sean
Murphy Rudy van Wesel
2
  • I. Executive Summary

3
Brief Background
  • Loyola College found in 1852.
  • 3,418 full time undergraduate and 2,656 graduate
    students.
  • NCAA Division I level
  • Offer eight mens and eight womens athletic
    teams.

4
Greyhounds Mens Basketball
  • Member of the Metro Atlantic Athletic Conference
    (MAAC)
  • Hosts home games in the 3,000 seat Reitz Arena
  • 2001-2002 season overall record 5-23 and 4-14
    during MAAC league play
  • 2002-2003 season scheduled to play thirteen home
    games

5
Greyhounds Mens Basketball, cont.
  • MAAC Coaches Poll, Greyhounds were selected last
    out of ten teams.
  • Head mens basketball coach Scott Hicks
  • 2001-2002 season-average attendance 580
    spectators gt compared to average of 2112
    spectators per game for away games.

6
  • II. The Challenge

7
The primary challenge being addressed is the
development of a feasible, adaptable plan to
increase fan turnout, and revive enthusiasm and
support for the Loyola College Greyhounds mens
basketball team.
8
  • III. Situation Analysis

9
Team Analysis
  • NCAA Division I, MAAC conference
  • 2001-2002 season record 5-23 and 4-14 MAAC
    league
  • Strengths
  • Maturity and experience
  • Confidence should be higher due to contending in
    a number of close games
  • Recruitment of strong freshman class

10
Team Analysis, cont.
  • Weaknesses
  • Chosen to finish last by a preseason MAAC Coaches
    Poll.
  • Poor support/attendance
  • Despite added maturity, still relatively young

11
Competitor Analysis
  • Competition can be thought of as any better use
    of an individuals time, as perceived by that
    individual, and not merely an alternate athletic
    event.
  • Prior commitments
  • College related work or activities
  • Alternate athletic events
  • In any respect, Loyola mens basketball team
    faces considerable competition for fan
    support/attendance.

12
Customer Analysis
  • 2002 season average 580 spectators per game
  • Attendance represents less than one fifth (19.3)
    of the total occupancy of Reitz Arena
  • 62 of the colleges 40,862 or approx.
  • 25,335 alumni live in Maryland
  • Total population of attendants who are either
    students or employees represent less than nine
    percent (8.4)

13
PEST Analysis
  • Looks at Political, Economical, Social, and
    Technological environments of an organization
  • Social and Technological are only two that
    directly affect Loyola College basketball
  • Social i.e., distribute to student body first,
    get alumni involved, sell to groups
  • Technological i.e., lighting and music,
    television, radio, internet broadcasts

14
SWOT Analysis
  • Organizational Strengths
  • College name and rep, past teams and players,
    ticket packages, facilities
  • Organizational Weaknesses
  • Losing seasons, no student bar, no big recruits
    or coaches (no offense Donovan)

15
SWOT Analysis, cont.
  • Environmental Opportunities
  • Potential to be dominant in MAAC, city name and
    activities, automatic bid to NCAA East
  • Environmental Threats
  • Other games in area, Wizards, surrounding
    neighborhoods (safety), reputation of NBA
    (arrests and images)

16
  • IV. Market Segmentation

17
Consumer profile
The consumer profile varies by sport, by place
of residence, by life situation, and by a host of
other factors (Mullin 103).
18
Current market
  • Undergraduate/graduate students, alumni, faculty,
    administrative and support personnel, and people
    from the surrounding area
  • 580 avg. home game attendance 2112 avg. away game
    attendance

19
Target market
  • Loyola Students
  • Identifiablity
  • 3,418 full-time undergraduates, and 2,656
    graduate students
  • Accessibility
  • GroupWise e-mail, phone-mail
  • 75 of students reside on campus
  • Responsiveness
  • ???

20
Consumer's State of Being/Mind
  • Demographics
  • Relevant
  • Age
  • Income
  • Geography
  • Irrelevant
  • Gender
  • Race/Ethnicity
  • Sexual Orientation

21
Product Usage / Benefits
  • Product Usage
  • Entertainment
  • Allow the consumer to consume at more levels
  • Product Benefits
  • Revenue
  • School Spirit

22
  • V. Alternative strategies

23
Alternative Strategies
  • Other Potential Segments
  • Alumni
  • faculty, administrative and support personnel
  • people from the surrounding area

24
  • VI. Selected marketing strategy

25
Selected Strategy
  • Sky bar
  • Enhance atmosphere
  • 21 club

26
  • VII. Short and long term projections

27
Results
  • Immediate effects
  • Popularity
  • Attendance
  • Merchandise
  • Expected long term results
  • NAAC competitive
  • Loyola pride

28
QA
?
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