External & External & Internal Internal

ContingenciesContingencies

HSS 3000/5263

Sport Marketing

Dr. Brian Turner

External Contingencies

• Competition

– Direct competition– Indirect competition

External Contingencies

• Technology

• Cultural & social trends

• Physical environment

• Political, legal, and regulatory environment

• Demographic environment

• Economy

Monitoring the External Contingencies

• External contingencies are dynamic

• Environmental scanning

Internal Contingencies

• Vision – Where does the organization plan to go from

here?– What business do we want to be in?– What customer needs do we want to satisfy?– What capabilities are required for the future?

Internal Contingencies

• Mission – What business are we currently in?– Who are our current customers?– What is the scope of our market?– How do we currently meet the needs of our

customers?

Mission Statements

“At Otterbein College, athletics are supported not for the purpose of training professional athletes, or for advertising the college, but as an educational activity in which participants may learn valuable lessons concerning sportsmanship, and the attainment and maintenance of a superior level of mental and physical health during the collegiate years and beyond.”

Mission Statements

“The Ohio State University Department of Athletics supports the University mission by providing student athletes with exceptional educational and athletic opportunities. We commit to national leadership, excellence and the highest ethical standards in intercollegiate athletics. We will sustain a strong financial and community base of support by presenting outstanding intercollegiate athletic teams which provide quality entertainment and a positive public identity for the University.”

Mission Statements

The Green Bay Packers’ mission is to be a dominating force in professional football’s competitive arenas.

One the field, the Packers will continually strive to present their fans with the highest level of performance quality available.

In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed.

Mission Statements

On-field and operating personnel will, at all times, maintain the highest ethical and moral standards in their actions, recognizing that they are all representatives of the Packers franchise and traditions.

Overall, the Packers will commit themselves to doing their part in representing the State of Wisconsin with competitiveness, respect, and dignity.

Organizational Objectives & Marketing Goals

• Differences

• Examples

Organizational Strategies

Corporate Level Strategy

Business Level Strategy

Operational Level Strategy

Functional Level Strategy

Organizational Culture

• Shared values and assumptions of organizational members that shape an identity and establish preferred behaviors in an organization

SWOT Analysis