|Keywords:||Marketing; Economics; Sports; Basketligaen; Sports economy theory; Contingency framework; Basketball|
|Full text PDF:||http://rudar.ruc.dk/handle/1800/20858|
This paper explored the struggles of the Copenhagen teams from the premier Danish basketball league, Basketligaen (BL). The objective was to create knowledge on how these teams could improve their enhanced product in order to help stabilize the competitive imbalance that is currently present in the BL and is a hindrance for its future growth. With the use of the contingency framework for strategic sports marketing, the external and internal contingencies were analyzed through a micro economic sports theoretical review of the Copenhagen market and interviews with managers from Copenhagen BL teams. The consumer needs and target market decisions were explored with an online survey with respondents from the Danish basketball subculture. Based on the findings a SWOT analysis was conducted along with the marketing mix decisions about the four P’s. The external contingencies showed positive signs for the Copenhagen teams, while the internal contingencies showed a lack of clear strategy and highlighted the lack of resources for the teams. Sports economic and marketing theory combined with the survey results showed that the teams should focus on attracting spectators that were not members of BL teams, but took part in basketball in other clubs or through watching the sport. The marketing strategy of these teams should reflect this, and the target market should be reached with advertising and sales promotions. Furthermore the teams could consider a fusion in order to strengthen their organization and lower supply of the product within the Copenhagen market.