THESES

Topics: Marketing, Major League Baseball, Brand Pages: 4 (1086 words) Published: November 25, 2013
Beau Fletcher
Marketing
M3 Case Study Analysis
11/5/2013
Case Study Analysis – Philadelphia Phillies

Introduction

The Phillies have a unique problem when assessing their competitive environment, having to compete with products completely separate from what they offer over the same target market of consumers. They must implement unique and innovative ways in which to manage their product, and highlight the brand they have invested in. Case Background

Philedelphia Eagles
Philedelphia 76ers
University of Pennsylvania Athletics
Villanova University Athletics
The Phillies face a unique dilemma in the form of a highly competitive market that is highly saturated due to the presence of a large variety and quantity of sporting events within their demographic. Kerin, Hartley, & Rudelius (2013) mapped out the other sporting events that the Phillies must compete with at any given time: There is also the presence of recreational activities and attractions available in the summer, pulling the large group of consumers in the form of tourists away from their product such as the infamous New Jersey Shoreline, The Poconos Mountains, numerous prestigious golf clubs, and many outdoor concerts just to name a few. All of these events and features of the Philadelphia area have a negative effect on the Phillies profitability and popularity since the vast majority of the target markets of these products focus on consumer demographics that make up a large portion of who the Phillies brand relies on. The Phillies product they offer is baseball, which is a service that mainly provides its consumers with entertainment. The fact is that this service for entertainment has one of the broadest demographics that you can identify from a marketing standpoint. The game is massively diverse, appealing to men and women of all ages and race, which means that segmenting your market, and effectively promoting your brand to each individual segment, can be quite overwhelming. In order...
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