Bus401 Case Assignment
Module 1 – Case Assignment
Kevin James
Trident University
BUS401 – International Business
Dr. Abou-Robieh
June 11, 2012
Abstract
Stone pondered the questions he still needed to answer. Had the 2006 Olympic Winter Games been a success? What worked well, and what did not? What changes, if any, should he recommend to the IOC as the organization moved forward? Clearly state the problem presented in the 2006 Winter Olympics 2006 case and materials. Discuss the key international market entry issues in the case and draw conclusions (use the 4 P 's). List supporting references and cite sources.
Module 1 – Case Assignment
A single flame was carried 7,021 miles, in over 10,000 pairs of hands, passing through 140 cities and 107 provinces …show more content…
The global broadcast promotion of Torino 2006 was the strongest in Olympic Winter Games history. As more Olympic broadcasters made greater use of satellite and digital platforms to provide viewers with increased access to the Games, broadcast coverage of Torino 2006 Games reached a worldwide total of more than 16,300 hours, the equivalent of 679 days of around-the-clock coverage (Olympic, 2013). For the first time, fans in certain markets were able to access live actions and highlights streamed to their mobile phones, live video streams via the internet, and TV coverage in High Definition. It was an incredible 57% increase over the previous record of 10,416 hours of coverage established for Salt Lake 2002 (Olympic, 2013). Clearly, promotions worked very well. The 2006 Winter Games generated approximately $833 million in rights fees revenue (Torsen, n.d.). Another area that worked well for the 2006 Winter Games was the implementation of an anti-ambush campaign to protect the Olympic brand and partners’ rights. Ambush marketing is a marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event (Business Dictionary, n.d.). Through intense advertising in key markets areas with a history of ambush activities, the IOC “communicated the identities, roles and contributions of Olympic sponsors, defined ambush marketing and the damage it can cause to the Olympic Movement and presented ideas on how stakeholders can combat ambush marketing” (Olympic, 2013). As a result of this campaign, more interest for brand protection grew among the NOC communities and global consumer awareness of the Olympic Games increased from 87% in 2004 to 94% (Olympic,
Kevin James
Trident University
BUS401 – International Business
Dr. Abou-Robieh
June 11, 2012
Abstract
Stone pondered the questions he still needed to answer. Had the 2006 Olympic Winter Games been a success? What worked well, and what did not? What changes, if any, should he recommend to the IOC as the organization moved forward? Clearly state the problem presented in the 2006 Winter Olympics 2006 case and materials. Discuss the key international market entry issues in the case and draw conclusions (use the 4 P 's). List supporting references and cite sources.
Module 1 – Case Assignment
A single flame was carried 7,021 miles, in over 10,000 pairs of hands, passing through 140 cities and 107 provinces …show more content…
The global broadcast promotion of Torino 2006 was the strongest in Olympic Winter Games history. As more Olympic broadcasters made greater use of satellite and digital platforms to provide viewers with increased access to the Games, broadcast coverage of Torino 2006 Games reached a worldwide total of more than 16,300 hours, the equivalent of 679 days of around-the-clock coverage (Olympic, 2013). For the first time, fans in certain markets were able to access live actions and highlights streamed to their mobile phones, live video streams via the internet, and TV coverage in High Definition. It was an incredible 57% increase over the previous record of 10,416 hours of coverage established for Salt Lake 2002 (Olympic, 2013). Clearly, promotions worked very well. The 2006 Winter Games generated approximately $833 million in rights fees revenue (Torsen, n.d.). Another area that worked well for the 2006 Winter Games was the implementation of an anti-ambush campaign to protect the Olympic brand and partners’ rights. Ambush marketing is a marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event (Business Dictionary, n.d.). Through intense advertising in key markets areas with a history of ambush activities, the IOC “communicated the identities, roles and contributions of Olympic sponsors, defined ambush marketing and the damage it can cause to the Olympic Movement and presented ideas on how stakeholders can combat ambush marketing” (Olympic, 2013). As a result of this campaign, more interest for brand protection grew among the NOC communities and global consumer awareness of the Olympic Games increased from 87% in 2004 to 94% (Olympic,