Charlotte Case Study

After the first time reading this article about the teams in Charlotte, it was very apparent that the fans are very disgusted with the NBA. It’s very clear that the citizens of Charlotte in a sense felt like they got stabbed in the back not only by the owners, but also by the entire NBA. It was very hard for the Charlotte fans to completely forget about the organization that left them high and dry, and just get up and move on to the next one. It would become a huge struggle for the Charlotte Bobcats to receive any love and respect from the city of Charlotte. After everything that happened to them involving their former owners George Shinn and Ray Wooldridge who could blame them? The entire state of North Carolina just had their basketball team
Probably the biggest problem within the new organization was the ability to find sponsorships for their brand-new team. Luckily when the new team expanded to Charlotte a bunch of different corporate leaders and sponsors helped create the team a brand-new state of the art arena for their brand-new team. When trying to find new sponsorships for their team they became unsuccessful in the beginning. The reason why they were so unsuccessful was because a lot of the big corporate sponsors like Wachovia Corporation and Bank of America had already found new organizations that they could represent. Bank of America teamed up with the Carolina Panthers, which is a NFL team. And the Wachovia Corporation moved
They no longer wanted to be associated with Charlotte Hornets, that was a different team, a different organization. They wanted to be the start of something new, something great. The way the Charlotte Bobcats did that was by bringing in a whole new team. They wanted a completely new atmosphere from the old one. The way they went about doing this was by marketing their organization. The main goal they had in mind was to win the fans back over. In order to win the fans over the new owner Robert Johnson put together a brand-new organization whose primary goals was to emphasize the team as being new, or original. They process they used to market the organization is known as “The Marketing Management Process”. The main idea behind this process is to essentially advertise your product or in this case the Charlotte Bobcats to the local area and get feedback on what they want to see from the organization. Johnson realized that the only way the organization was going to work out was if he could obtain the publics opinion on the team, so he could get an idea on what the community wanted out of its professional team. One of the biggest complaints about the new organization was that if you wanted to watch one of their games you would have to subscribe to a specific cable network known as C-SET (Carolinas Sports Entrainment Television). Fans didn’t like this