Fan Loyalty Plan - Rigorous Analysis - Arts & Humanities Assignment Help

Assignment Task

This first assignment is the Fan Loyalty Plan which forms the basis of your second assignment. The aim is that you will conduct a rigorous analysis of the fan base of your chosen sport brand, based on fan behaviour theory (encompassed in topics incorporating concepts of brand development, involvement, identification, motivation, commitment, loyalty and segmentation). Therefore, it will be critical that you conduct a comprehensive analysis of the current state of fan loyalty within your sport and employ fan behaviour theory to inform the development of a plan to develop and sustain commitment and loyalty to your sport brand.
-As the unit code indicates, MKF3200 is a third (and final) year unit. This means students undertaking this unit will be close to graduating and should therefore be looking to develop and illustrate the skills employers seek. One such skill is the ability to apply your learning to ‘real world’ situations, integrating theory with marketing processes of analysis and decision-making.
The Sponsorship Proposal (Part A – Fan Loyalty Plan and Part B – The Sponsorship Strategy) is designed to aid you in the refinement of this skill.
-Firstly, you will choose an actual sport brand. This may come from traditional league sports (e.g. West Sydney Wanderers, Greater Western Sydney, Melbourne Storm, F1, Melbourne Vixens etc.), or emerging action bran sports including extreme sports (e.g. snow boarding, MBX, X-Games, MMA etc.) or any smaller and/or developing sports (e.g. Polo, Darts, Tough Mudder, or marathon events that seek fan involvement as participants).

Executive Summary – A brief summary of your analysis and what you discovered and propose.

1. This could consist of a problem statement (the current issue with fan loyalty within your sport brand)
2. Consider an ANSOFF matrix perspective to anchor your strategy: whether your plan involves market penetration, innovation, seeking new target markets or diversification.
3. The main fan target segments you identified and what key criteria distinguishes each of them.
4. List the main strategies that you considered viable
5. Provide rationale as to why you recommend a select number of these strategies as the main focus to support your overall sponsorship proposal (i.e. how will these strategies add value to your sport brand in the eyes of potential sponsors? For large sport brands this extends to increasing the rights value of the sponsorship. For smaller sport brands this will aid attracting more desirable sponsors)

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