11

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

picturepicture

Sport MarketingSport Marketing

Dr. SuttonDr. Sutton

Fall 2005Fall 2005

22

S.W.O.T AnalysisS.W.O.T Analysis

• A S.W.O.T Analysis identifies and A S.W.O.T Analysis identifies and analyzes the strengths, weaknesses, analyzes the strengths, weaknesses, opportunities and threats an opportunities and threats an organization faces in the near and organization faces in the near and short/long term depending upon short/long term depending upon organizational goals and objectivesorganizational goals and objectives

• Each of these elements can have Each of these elements can have internal and external aspectsinternal and external aspects

33

S.W.O.T Analysis - StrengthsS.W.O.T Analysis - Strengths

• Strengths can be defined to include Strengths can be defined to include in past/historical accomplishments – in past/historical accomplishments – history and tradition and so forth history and tradition and so forth

• Strengths also refer to the present – Strengths also refer to the present – conditions that define an conditions that define an advantageous market position or a advantageous market position or a current situational condition current situational condition

44

S.W.O.T Analysis - S.W.O.T Analysis - WeaknessesWeaknesses

• Like strengths, weaknesses can refer Like strengths, weaknesses can refer to past difficulties that have to past difficulties that have contributed to the current situation contributed to the current situation as well conditions derived from the as well conditions derived from the current marketing climate current marketing climate

• Weaknesses may be factual or Weaknesses may be factual or fictional in any casefictional in any case Perception is Perception is RealityReality for the marketer for the marketer

55

S.W.O.T Analysis - S.W.O.T Analysis - OpportunitiesOpportunities

• Opportunities are defined as Opportunities are defined as possibilities that have not become possibilities that have not become realities at the current time – while realities at the current time – while they are primarily future focused they are primarily future focused they can occur in the present or in they can occur in the present or in the short termthe short term

66

S.W.O.T Analysis - ThreatsS.W.O.T Analysis - Threats

• Similar to Opportunities, Threats can be Similar to Opportunities, Threats can be defined as defined as potentialpotential problems. A threat, problems. A threat, like an opportunity can exist in the like an opportunity can exist in the present if that particular situation has present if that particular situation has not directly impacted the marketing not directly impacted the marketing conditions. In fact, it is common for conditions. In fact, it is common for threats to be current market conditions threats to be current market conditions outside the geographic scope of a outside the geographic scope of a particular organization. particular organization.

77

S.W.O.T AnalysisS.W.O.T Analysis

• Let us examine the WNBA in terms of Let us examine the WNBA in terms of the SWOT Analysis Outline we have the SWOT Analysis Outline we have presentedpresented

88

WNBA S.W.O.T AnalysisWNBA S.W.O.T Analysis

• StrengthsStrengths– NBA Brand and AssociationNBA Brand and Association– NBA Corporate PartnersNBA Corporate Partners– Experienced sales and sponsorship staffExperienced sales and sponsorship staff– Television contractTelevision contract– Most successful women’s professional Most successful women’s professional

team sportteam sport– Huge participant baseHuge participant base

99

WNBA S.W.O.T AnalysisWNBA S.W.O.T Analysis

• WeaknessesWeaknesses– 5 teams have folded in the past 2 seasons5 teams have folded in the past 2 seasons– Perceived to be an inferior product in terms of Perceived to be an inferior product in terms of

skill levelsskill levels– ESPN no highlightsESPN no highlights– Not embraced internally by business staffNot embraced internally by business staff– Salary levels not growing – losing players to Salary levels not growing – losing players to

international opportunitiesinternational opportunities– Male support lacking on several key levelsMale support lacking on several key levels– Lack of profit making historyLack of profit making history

1010

WNBA S.W.O.T AnalysisWNBA S.W.O.T Analysis

• OpportunitiesOpportunities– Olympics as tool to promote awareness Olympics as tool to promote awareness

and create a marketing window during and create a marketing window during the Olympicsthe Olympics

– International expansionInternational expansion– DT --The next MJ?DT --The next MJ?– Investors purchasing and running teams Investors purchasing and running teams

independent of – but in an alliance with independent of – but in an alliance with the NBA – Connecticut, Chicagothe NBA – Connecticut, Chicago

1111

WNBA S.W.O.T AnalysisWNBA S.W.O.T Analysis

• ThreatsThreats– The Olympics altering the seasonThe Olympics altering the season– Lack of viable markets for Lack of viable markets for

expansion/relocationexpansion/relocation– NBA ownership could pull the plugNBA ownership could pull the plug– Sponsors may not be interested in Sponsors may not be interested in

supporting the WNBA thru their NBA supporting the WNBA thru their NBA agreementsagreements

– Continued flat/decreasing attendanceContinued flat/decreasing attendance

1212

YOUR TURN…………………..YOUR TURN…………………..

• Give some thought about this prior to Give some thought about this prior to coming to class – what are the coming to class – what are the strengths, weaknesses, opportunities strengths, weaknesses, opportunities and threats for the DeVos Sport and threats for the DeVos Sport Business Program?Business Program?