Word Limit: 2,500 words
1 UNDERSTANDING MARKETING MIX DECISIONS
We have learnt that organisations must define a target market and understand the needs of their
consumers/organizations in order to create a marketing mix to meet those needs better than the
competition. This assignment focuses on the decisions that organisations take regarding the elements
of the marketing mix: product, promotion, price, and place. In particular, you are required to analyse
how organisations can manage their marketing mix decisions in crisis.
2 YOUR ASSIGNMENT
You are required to select ONE of the following three organisations. Each organisation is facing the
management of a crisis over a prolonged period of time.
• Doping scandals and the International Association of Athletics Federations (IAAF) –
http://www.iaaf.org/home.
• Corruption Allegations and FIFA – http://www.fifa.com/index.html.
• A sports organisation of your choice, which has/is involved in an impactful crisis to the sport that
the organisation governs (must relate to the time period between January 2015 and April 2016).
Using the theories and principles that we discuss in class (and as set out in the set text), you will need to
apply these to the marketing mix decisions made by the organisation of your choice. For your chosen
organisation, write a REPORT based on the following sections:
2.1 INTRODUCTION (250 WORDS)
Write a short introduction that introduces the organisation and sets out the main aims of the
organisation.
2.2 STAKEHOLDERS (200 WORDS)
Identify and describe the main stakeholders for your chosen organisation.
2.3 PRODUCT & BRAND (350 WORDS)
Explain the product and brand that is being offered by your chosen organisation.
Product decisions involve choices regarding brand names, brand values, features (that create customer
benefits), quality and design, packaging, warranties, and the services that will accompany the product
offering. Remembering that the product may be a service rather than a physical good.
2.4 PROMOTION (500 WORDS)
Explain the promotion strategy used by your chosen organisation. Include examples of promotions
within this section. Identify how the promotional mix that you identify relates to the organisation’s
strategy.
Promotion decisions involve choices regarding sponsorship, advertising, personal selling, direct and
Internet marketing, sales and promotions and public relations.
2.5 PLACE (200 WORDS)
Explain how your chosen organisation distributes its product to its stakeholders.
Place decisions involve choices regarding the distribution channels to be used and their management,
the location of outlets, methods of transportation and inventory levels to be held (where relevant).
2.6 CRISES IN FOCUS (750 WORDS)
Identify and describe the main crisis affecting your chosen organisation. Within this section you should
describe the main events relating to this crisis between January 2015 and April 2016. Include a timeline
figure.
Evaluate how this crisis has impacted on the product & brand, promotion and place elements of the
marketing mix for the organisation. You should use specific examples to illustrate your answer.
Explain how the organisation has attempted to manage the crisis through its marketing mix decisions.
2.7 CONCLUSION (250 WORDS)
Evaluate to what extent the organisation has successfully (or not) managed the crisis through its
marketing mix decisions.
2.8 REFERENCES (ARE NOT INCLUDED IN THE WORD COUNT)
Ensure that you list here all the references that you have used in your report. You may include company
reports, website and news references alongside academic references. Only include references that you
have referred to in the report. This is NOT a bibliography.
2.9 RECOMMENDED READING:
Bruce, T., & Tini, T. (2008). Unique crisis response strategies in sports public relations: Rugby league and
the case for diversion. Public Relations Review, 34(2), 108-115.
Fortunato, J. A. (2008). Restoring a reputation: The Duke University lacrosse scandal. Public Relations
Review, 34(2), 116-123.
Prior, D. D., O’Reilly, N., Mazanov, J., & Huybers, T. (2013). The impact of scandal on sport consumption:
a conceptual framework for future research. International Journal of Sport Management and Marketing,
14(1-4), 188-211.
Summers, J., & Morgan, M. J. (2008). More than just the media: Considering the role of public relations
in the creation of sporting celebrity and the management of fan expectations. Public Relations Review,
34(2), 176-182.
Wilson, B., Stavros, C., & Westberg, K. (2008). Player transgressions and the management of the sport
sponsor relationship. Public Relations Review, 34(2), 99-107.