MMK101:Marketing Fundamentals The Purposes of Detecting Collusion - Management Assignment Help

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The breakdown of marks in this exam is:
Background
If you live near a public basketball ring, whether in a public park or schoolyard, you’ve probably seen people playing three on three basketball (3X3 basketball). Perhaps you thought it was little more than a social game with few formal rules? In fact, the 3X3 format has been described as the world’s fastest growing urban sport.
Three on three basketball is a street game that emerged spontaneously in urban spaces, but has become a regulated format; a shortened version of more familiar five-on-five basketball game. The Federation of International Basketball Associations (FIBA) has codified the game, prepared official rules and devised a rankings system for players, teams and countries. FIBA, along with national basketball associations, are investing in the game and are actively marketing it to global audiences. More than 170 countries, including Australia, are now playing official 3X3 basketball.
In many respects, 3X3 basketball emulates the success of other shortened versions of games such as Twenty20 cricket and meets younger audiences need for shorter, more exciting spectator sports. Ideally, shortened versions of popular games, should grow audiences by appealing to a broader cross-section of the community. In other words, both the traditional format and the new format should benefit from such developments. To remain relevant, sporting bodies have recognized the need to invest in modified versions of popular games.
The 3X3 Basketball Rules
The game’s rules, which are quite different to the more familiar 5X5 basketball, mean that is a particularly fast-paced, exciting contest with strong spectator appeal. The 3X3 format is played on a half court. Teams comprise just three players (with one additional player as a substitute). Matches last 10 minutes or less (if a team reaches 21 points, it is declared the winner). A 12 second shot clock applies. Field goals inside the arc are worth one point, a field goal outside the arc is worth two points and a free throw is worth one point. The game can be played indoors or outdoors, which means that it has year-round appeal.
Marketing the Game
To date, the 3X3 format has gained considerable international exposure. It was a successful innovation at the Youth Olympic Games in 2010. In 2017, it featured at the Asia Cup. It featured for the first time as a medal event for both men and women in the 2020 Tokyo Olympics (that was delayed and held in 2021). Its inclusion in the Olympics presents basketball associations around the globe with a key opportunity to showcase the 3X3 format and garner grass-roots support.
Although the official game has been played internationally for a decade, it is just getting started locally and is in a new-product phase. In Australia, Champions League Basketball (CBL) launched the format in September, 2016 with a special event in Canberra. Since then, CBL has entered into strategic partnerships with state-based basketball associations such as Basketball Victoria and Basketball NSW.
Collectively these associations are investing the game’s growth. However, marketing the game is a challenge because organisers must build several different audiences simultaneously: players, spectators and sponsors; each with different demographic profiles, motivations and expectations. At the same time, care must be taken to avoid any prospect of alienating traditional audiences who remain loyal to the 5X5 format.
Australian organisers have been making considerable progress. From a zero base three years ago, the game has seen some 9,500 Australian players register. New recruits include elite players such as Hanna Zavecz, a former star player with the Australian Opals who describes the game as “new and exciting, very physically demanding… you have to battle to get every possession… it’s such a tough game.” In terms of the international rankings, Australia has improved its standing, breaking into the top 50 nations in 2018 and currently sitting at 25th position.
Given that the format remains relatively new, organisers must continue to build on their success. Marketing activities include:
Build and maintain awareness – continue to create interest with the prospective players in order to attract the attract the best players and continue marketing to spectators to build a critical mass of support for the game. To accomplish this, organisers are currently focusing on media relations to engage sports journalists and social media (Facebook, Twitter and Instagram) to encourage dialogue with audiences as well as producing video content for Youtube (See further resources below for examples).
Stage basketball events to attract players, spectators and media interest.  CBL and state-based associations have been running regular three-day events across metropolitan and regional Australia.
Provide support to clubs or groups wanting to stage events (e.g. information packs, admin support)
Build and maintain strategic partnerships – continue building relationships with key partners such as Basketball Australia to ensure marketing activities are coordinated across the country.


ANSWER ALL QUESTIONS ON THE ANSWER SHEET PROVIDED

• Responses must be in the context of the case study and your understanding of marketing theory, concepts, framework and processes.
• Part 1: Market Research process (20 + 4 Marks)
• Question 1.
• Explain and apply the market research process Champion’s League Basketball (CBL) would need to go through in order to successfully research the Australian market to determine how to grow the sport for spectators. Explain how the current global pandemic, COVID-19, poses any opportunities or challenges to CBL’s successful continued growth in the Australian market? (20 + 4 = 24 Marks)
• Part 2: Segmentation, Targeting, Differentiation and Positioning (8+ 6 + 8 + 4 = 26 Marks)
• Question 2.
• a. Your task is to identify two (2) potential consumer market segments using relevant segmentation variables for Champion’s League Basketball by using information provided in the case and your understanding of the STDP framework. You are required to complete the table (in the answer sheet). (8 marks)
• b. Based on your response to 2a, state, with justification, which consumer market segment including variables (from the two consumer markets identified) you think has the best potential to become Champion’s League Basketball’s most attractive target market. (6 marks)
• c. Champion’s League Basketball operate in the sports industry. Develop two (2) differentiation strategies for Champion’s League Basketball, with justification, as to how they can potentially differentiate themselves in the Australian market. Differentiation strategies must come from the 5 bases of differentiation. Based on your chosen differentiation strategies, develop a positioning statement for Champion’s League Basketball. (8 + 4 = 12 marks)
• Part 3: Marketing Mix (9 + 6 + 7 = 22 Marks)
• Question 3.
• a. Thinking about the promotion element of the marketing mix, develop an integrated marketing communication (IMC) program for the Champion’s League Basketball. Use three (3) different promotion tool strategies (with justification) Champion’s League Basketball could consider in promoting 3X3 basketball to the target market you proposed in Question 2b to create engagement and awareness for the Champion’s League Basketball brand and new sport variation. (3 x 3 = 9 marks)
• b. The Australian Football League (AFL) is considering purchasing the Champion’s League Basketball organisation but is concerned about conflict. Define and explain horizontal and vertical conflict and apply which you feel is most likely to impact the AFL should they proceed. (6 marks)
• c. Champion’s League Basketball offers a service/experiential product – different from a physical good. Define a service, explain the 4 elements of a service, and apply them to Champion’s League Basketball’s 3X3 basketball offering. (7 marks)
• Part 4: UN Sustainable Development Goals (8 Marks)
• Question 4.
• Propose two ways Champion’s League Basketball can ensure they are meeting the UN Sustainable Development Goals (must be two separate proposals). (8 marks)

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