GPS Service Provider- Performance Analysis for Soccer, Rugby and GAA

 

Develop a customer and market-focused marketing plan for a new product or service in the Sports Sector

Assessment Objectives
1. Develop a marketing plan for a new product innovationwhich demonstrates an ability to apply principles of marketing and, in particular is:
a. Customer focused
b. Based on sound market analysis
c. Supported by appropriate market research
d. Creative
2. Demonstrate an awareness of branding and current marketing practice
3. Use appropriate presentation methods & materials
4. Work as part of a team
5. Use appropriate citation and referencing methods Assessment Criteria
• The project will be assessed on the basis of the Assessment Objectives listed to the left.
• The project will be assessed on the written report submitted and the oral presentation delivered.

Assessment Weighting
Report Word Count
Oral Presentation 30%
3000 words (+/- 10%)
10 minutes per team

Deliverables:

• Team – WRITTEN REPORT
• Team – ORAL PRESENTATION
• Typed, font size 12, 1.5 line spacing – Print on one side of the page only
• Please familiarise yourself with the IT Carlow Academic Integrity & Anti-Plagiarism Policy (available on Blackboard in the TLC Learning Development course).
• Harvard Referencing to be applied to all assignments – see TLC Learning Development course on Blackboard for referencing guides.
• Each group must prepare a 10 minute presentation and submit a hardcopy of slides. A hard copy of slides to be attached to submission. Minor modifications can be made prior to presentation
• The document is worth 80% of overall marks and the presentation is worth 20%. The presentation is graded individually. The project is worth 30% of the module
• All students must be present for the presentation to receive marks

Assessment Brief:

In teams of 3 or 4 you are required to prepare a marketing plan for a new product in the sports sector. This can be a product or service. It can be major or minor innovation. It should solve a customer problem

The plan must be underpinned by sound market research, evidence of this in appendix

Outline Marketing Plan Marking Scheme
Cover Page
Executive Summary 5%
Table of Contents
Introduction; The new product idea 10%
Research Key Findings/Conclusions 10%
Market Analyses
a. Profile of the marketing environment within which the brand operates.
b. Industry &Competitor analyses
10%
Market Segmentation/Customer Analysis
a. Customer’s Needs & Segments ( describe why people buy this category of product, needs they wish to fulfil, common problems experienced, attempt to segment the market)
10%
Positioning Statement/ Brand Values 5%
Define Target Market 5%
Marketing Objectives 5%
Products Marketing Strategy (key)
• Product
• Price
• Place
• Promotion 40%
Appendix
Research Methodology
Primary Research Findings
• Survey Results and analysis. Focus group(s) results. In-depth/ Expert interview(s) findings.
• Sample questionnaire used

Deliverables:

• Team – WRITTEN REPORT
• Team – ORAL PRESENTATION
• Typed, font size 12, 1.5 line spacing – Print on one side of the page only
• Please familiarise yourself with the IT Carlow Academic Integrity & Anti-Plagiarism Policy (available on Blackboard in the TLC Learning Development course).
• Harvard Referencing to be applied to all assignments – see TLC Learning Development course on Blackboard for referencing guides.
• Each group must prepare a 10minute presentation and submit a hardcopy of slides. A hard copy of slides to be attached to submission. Minor modifications can be made prior to presentation
• The document is worth 80% of overall marks and the presentation is worth 20%. The presentation is graded individually. The project is worth 30% of the module
• All students must be present for the presentation to receive marks

Notes: Focus on: Research Market, Research Customers (Exploratory Research) Marketing Strategy 7’Pc, PESTEL, SWOT, Brand Name, Strategy- were we sale product, Segment, Customer-WHO, WHAT NEEDS, Competitors also, Business report.

Marketing Project

Using the existing Playertek/Statssport GPS product, our new service will provide football clubs with interpretation and application of the data produced by the GPS units. Using our industry knowledge, experience and expertise, we will analysis all relevant data and prepare a report and recommendations for the coaches and managers of these football clubs.

Previously, these GPS units and insights were beyond the reach and affordability of sub elite football clubs in Ireland.

The GPS units are wearable devices. They are shaped like a modern digital car key and slip into a lyra light weight tight fitting vest and sit between the shoulder blades. In training the vest can be worn over their training top for ease of access, and in games the vest and device are worn under the match day jersey. – we can bring a vest and pod for presentation

The main metrics provided are Total distance covered, Duration, Top speed, average speed, number of sprints, average recovery opportunities and contacts. We will collate this data for each individual player.

The data will be interpreted and we will be able to tailor training programmes for the needs of the individuals and teams.

Clubs at the sub elite level have until now had to rely on the coach or managers “eyeball” test, to determine player performance and requirements. This is obviously a subjective analysis. Our service will provides an objective analysis of performance, based on “hard facts” and actual figures. Data is uploaded after the game directly from the GPS pods and reports created – we can have one of these for the presentation and also include examples in appendix

Clubs are always striving for that extra edge over their competitors.

At the elite level, data analytics and sport science may provide clubs with a marginal gain. However at a sub elite level, the potential gains of our service may indeed be substantial considering that other clubs in the same environment are currently not taking advantage of this technology in any capacity.

We are assisting clubs in having players in at optimum condition for matchday and competition. By tailoring training schedules to replicate matchday demands, players are better conditioned to excel and perform when it matters most.

By knowing the exact workload of each player we can anticipate when they are approaching an over-worked threshold, avoid fatigue, and adapt training schedules or game time to minimise the risk of injury. Having your best players on the pitch more often

40 units/pods – allows us operate with 2 teams at same time from day 1

Novelty factor for clubs
Placebo effect

May stretch careers of ageing players – but knowing their limitations in real terms and tailoring training and recovery for them

Market Analysis – Profile of market environment within which brand operates

Positioning Statement/Brand Values

Value – we add value
Passion – all sport is passion and we are passionate
Reliability – rely on us, rely on our data and analysis
Confidentiality – discreet
Innovative – new service, solving problems,

Define Target Market

Football clubs – we have expertise in football and contacts – considered other team sports but, our understanding of the demands of their games is not at sufficient level to be experts

Cork, Carlow, Kilkenny, Galway, Waterford, Wexford – we either live, work, coach or play in these areas, either currently or in the past – meaning we have contacts and on the ground experience and knowledge

Schoolboy/girl clubs u12 – u18
League Representative teams at these age groups
Emerging Talent Centres/ Academys

Junior/Senior clubs
Representative teams for these leagues

LOI underage teams – 13s new next yr – 15s, 17s, 19s

Marketing Objectives

Launch brand

Creating awareness of our brand and build contacts

Leverage existing contacts

Show/demo benefits of the technology

Show demo our knowledge and expertise interpreting

Gain sales

Strategy

Product/ Service
• Match day – every match over month

• Training sessions – 2 sessions per week over a month

• Duel – Match and Training – 2 sessions, all matches over month

• We need flesh out pros and cons, benefits etc of the different service offerings

• Different offerings in theory make us an option to all interested parties

Price –
• Must be profitable
• Different price points/options (see above)
• Tiered approach

Place

• Website essential as a way for potential customers to contact us
• As is Social Media FB and Twitter and Insta

Promotion

• Initial offer to IT Carlow Soccer course for player development or team games – all students are players or coaches or both – create awareness among them of our service – see what it can do – offer intro offer to students or course or their clubs – large potential customer base all in one location

• Kennedy Cup is an annual all Ireland competitions, 32 teams at u14 level run by sfai in Limerick each June – have a stand at this, flyers etc – another target rich environment – have one team competing at tournament using our service for the duration of the tournament

• FAI Coaching Conference – annual event in IT Carlow – have a stand at this – perhaps ask to be given a 30 minute slot also

• Word of mouth will be massive – use all existing contacts

• Sponsorship of one of the teams we are involved with – jersey sponser, or a partnership/endorsement/joint ventures with one of clubs we are involved with

• Pre season shield event – sponser – 8 teams compete

• Advertising? Limit to facebook, twitter, website – competition?

People
• Our culture – reflect our brand values

Company/service name?

Improvement, advancement, higher level, increase performance, step forward, take control, step up, set apart, travel, take the next step, stand out from crowd, achieve,

Great Performance Specialists ?

Next Level Soccer/Football

Good to Great

“Distinguish Yourself”

 

Sample Solution

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.

God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.

 

References

Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.