Cornell Sports Marketing Term Paper

Cornell Sports Marketing

The business situation: problems and solutions

The problem Cornell Sports Marketing is currently facing is that of low attendance at sporting events, even popular money drawing sporting events such as basketball and football, the former of which Cornell traditionally excels at. This is causing a correspondingly low level of revenue for the organization of Cornell Sports Marketing. The organization must create a greater revenue base by increasing attendance, creating a greater social perceptiveness of the attractiveness of the sporting events, and expanding the populations of the organization's target audience.

Objective of the plan

The objective of the plan is to increase attendance and revenue at popular spectator events specifically by targeting a new and potentially lucrative and interested population, that of incoming Cornell freshman.This population is ideal because it is young, fresh to the organization and full of potential school spirit and offers four potential years of attendance at the organization, without any comparative prices in their minds of games past. The sporting venues offer ideal places for freshmen to socially congregate, and to create social networks that they will hopefully continue after they graduate.

How the organization plans to….....