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WOMENS NATIONAL BASKETBALL LEAGUE Marketing Management Michelle Jones November 24 1999 EXECUTIVE SUMMARY It is the intent of the WNBA to provide great basketball action to sport lovers They intend to do this by increasing the visibility of the WNBA normalizing repeat buyers and offering more flexible options to its supporters The WNBA is targeting women and families as their primary market and therefore selling ticket to youth groups and community organizations Their current situation is stable yet if they are going to survive the must stay focused on the many goals and objective that are presented in the SWOT analysis Table of contents IEXECUTIVTE SUMMARY IICURRENT MARKRTING SITUATION IIISWOT ANALYSIS IVMARKETING STRATEGY AND ACTION PLAN CURRENT MARKETING SITUATION Currently the WNBA Womens National Basketball League is in a good position in that it is new has a fresh look and is more affordable than most of the competing forms of entertainment The Womens National Basketball Association is owned in its entirety by the National Basketball League mens teams This gives them the necessary backing both financially and in terms of corporate sponsoring to continue during this start-up period Is the WNBA merely enjoying a honeymoon I think not Year two may have been a honeymoon but year three was not nor do I believe that they acted as if they were going downhill Rather I believe that they have taken an aggressive approach to marketing the WNBA in the best possible way to ensure further growth and profits Their use of a strategic marketing plan has empowered them to live and continue a long and prosperous existence Using such tools as the Internet research studies and an MIS database are all part of their effort to stay abreast what their consumers want and need It is
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