Sports Marketing in Jamaica

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TABLE OF CONTENT
CONTENT PAGE
Individual contribution of Group Members……………………………………….3 Executive Summary………………………………………………………………...4 INTRODUCTION………………………………………………………….....
Purpose…………………………………………………………………………………..6
Evaluation of Sports marketing……………………………………………………….6 THE SITUATION/BACKGROUNG ANALYSIS OF THE FIRM
A) Industry structure and competitive analysis……………………………………8 B) ‘SWOT’ analysis…………………………………………………………………..21 C) The environmental forces (macro, micro & meso) …………………………..23 MARKETING STRATEGY

A) Objectives………………………………………………………………………….25 B) Description & justification for selection of target market segments……...25 C) Positioning and Differential Advantage…………………………………..27 MARKETING MIX STRATEGIES

A) Product …………………………………………………………………………….29 B) Price ……………………………………………………………………………….31 C) Promotion………………………………………………………………………….32 D) Place………………………………………………………………………………..33 E) Distribution………………………………………………………………………..33 F) Physical Evidence………………………………………………………………...36 G) People……………………………………………………………………….37 TABLE OF CONTENT ‘continued’

ContentPage

APPENDICES
A) Company facts……………………………………………………………………….40 B) Assorted marketing graphics………………………………………………………41

BIBLOGRAPHY…………………………………………………………………43

EVALUATION OF THE INDIVIDUAL CONTRIBUTION OF GROUP MEMBERS
|MEMBER |TASK EXECUTED | |TIFFANY NARAYSINGH |Executive summary, introduction, industry structure & competitive | | |analysis, SWOT analysis, appendices. | | |Introduction, evaluation of sports marketing, marketing objectives, | |ADANIQUE MARAGH |marketing strategies. | | |Marketing strategy( positioning and differential advantage) marketing| |HUGH DAVIS |Objectives marketing mix strategy | | |Marketing mix strategies, environmental forces. | |ALIZEANE GILZEANE | | | | | |DUANE-ANTHONY DAVIDSON |Competitive analysis, SWOT Analysis, marketing mix strategies. | | | | | | |

EXECUTIVE SUMMARY

COMPANY: Digicel Jamaica
Prepared By: Marketing Majors
Date Submitted: November 20, 2009November 20, 2009

Description of the Product
Digicel is a mobile telecommunication service existing from April 2001 and will celebrate its ninth anniversary in April of 2010. Digicel has become the fastest growing mobile telecommunications operator within the Caribbean. Digicel is known for its unbeatable coverage, superior customer care, innovative technology and their wide range of products and impeccable services. The brand digicel has surpassed any other mobile technology in Jamaica, with a significant amount of loyal subscribers. The company caters for the various consumer income levels with their wide range of products and services, never segregating any particular demographic sector. “Prepaid”. Potential User Base

Digicel...
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