Running head MARKETING PLAN .docx

Running head: MARKETING PLAN
1
MARKETING PLAN
6
Marketing Strategic and Tactical Plan
Name: Rodney Wheeler
Institution: Rasmussen College
Course: B403/ENT4011 Section 01 Sales and Marketing for
New Business Ventures
Date: 10/29/16
Introduction
Sports tourism represents between 5% and 10% of the total
global tourism income. Africa has proven to host a wide array
of talent in sports and tapping into this resource is bound to be

productive in terms of managing the wasted talent and also the
revenue from developing such talent. An interesting
consideration is the fact steady increase in the income translates
to youth empowerment and positive outlook in life, a common
goal for all global governments (Efraim Turban, 2015).
Description of your target market
The target market is male players between the age of 18 and 20
years due to their flexibility and commitment as opposed to
their female peers. This is the age when they are at prime for
coaching, mentorship and personal development. The aim is to
improve talent as well as provide other benefits that include
healthy living and avoiding peer pressure that encourages
indulgence in immorality such as drug abuse. Furthermore, low-
income earners with a high interest in sports will form an
integral part of the selected group (Keim & Coning, 2014). A
special consideration of my target group includes people that
are attracted to sports, especially football, yet they have limited
skills. This is because the top sports scouts with massive
budgets aggressively pursue the talented sportsmen. My lean
budget cannot compete against such establishments thus the
choice of this unique category with the intention of nurturing
their talent while and providing agency services as soon as they
get polished.
Position of your product with the current target market and
industry
The target population is the urban centers due to the available
resources and a large population that should service the
intended purpose. This should also provide the ease of operation
necessary in handling administrative services intended to
maintain compliance with the local regulations and laws. The
centralized infrastructure a common sports venue provides easy
interaction systems with the players.
Outline of the channels of distribution to be used
The implementation of the project’s deliverables hinges on an
established Sports and Talent Management Program. The
program has two divisions that include; skill/ talent

development and business/ academic opportunities
enhancement. Some of the goals established for marketing and
selling using new technologies include internet advertising, text
messaging, and e-mails. This are forms of advertisements which
involve technological platforms in selling the ideas or contents
being intended to be passed to potential customers. Since
potential consumers are located in different parts of the world,
it will be very easy for them to get the awareness of the
programs hence get the chance to register with the clubs they
prefer (Grönroos, 2004). Social media and smart phone
applications are increasingly becoming very important. Mid-
aged individuals and youths are intensively engaged with their
cellular phones, therefore, the information about sports and
talent management programs can easily and rapidly circulate
among the youth hence making it popular and involving. The
acquisition of resources including training kits from shops,
donors or sponsors will be initiated though a global courier
service such as the DHL Express delivery services. In cases
where the products are impossible to be obtain physically on
payment, transportation agencies such as DHL are often
involved in delivering process, which always take between 3-30
business days depending on the nature of the product (Winer,
2009). The transporter is dictated by the incoterm that is used in
the transportation process until the product is delivered to the
end customer. Using technology is, therefore, not only cheap
but also effective and efficient in marketing and selling of the
products and services.
Proposal for customer engagement
In order to achieve high levels of participation, the process
intends to provide proper diet at a minimum cost from the
participants but majority of the funds will come through
engaging in income generating activities. The program has an
entrepreneurial section that will aggressively pursue sponsors in
exchange of working hours for most of the targeted youths and
the selection will depend on the individual professional training

or education. Another incentive is the provision of employment
for the participants as the objective is to establish fully
operational youth centers that will make economic contribution
in the targeted location. Therefore, the long-term intention is to
ensure a chain of the Talent Development Program spreads
across Africa.
Tactical Plan
A structured approach is essential in growing abundant talent in
Africa thus the intention is to provide the inadequate conditions
and facilities that maximizes the output of the target population
with regards to talent development (Keim & Coning, 2014).
Therefore, the basic structures will be organized from a ‘grass
root-approach’ into a regional center. The program seeks to;
scout for potential talented athletes and have them registered in
proper youth development clubs and facilitate guidance on
talent management, business, and academic opportunities. Every
new establishment of the program will undergo a customized
SWOT analysis through qualitative research in the local
communities. Additionally, the program relies on the screening
of the idea by facilitating discussions online with stakeholders
in many of the African countries to sample their opinions which
have been very receptive to the project. Discussions with
representatives of governments from several countries have also
been initiated to enhance advertisement. The respective
governments will fund 75% of the capital through a rotating
fund but will hold no shares.
Measures of Success
Propelled by my strategic plan, the primary goal is to establish
at least five such programs in 50 nations at the inception and an
additional 25groups annually. Being a service that will not only
seek to improve the livelihoods of several youths, but it is also
a sound venture capitalist concept that will prove profitable to
my organisation. By funding 25% of the initial capital needed to
start these Income Generating Activities, my company will
retain a similar stake in all activities undertaken by the clubs

aimed at achieving marginal profitability.
Conclusion
The aim of this program is to ensure it exploits the economies
of scale through mass enrollment of participants. The budget
should self-generate upon the initial financial outlay that relies
on 75% funding of interested countries and partners. The
program acknowledges the fact that not all participants will
succeed in acquiring lucrative sporting contracts. Therefore, an
entrepreneurial culture is initiated to supplement the income of
the participants as well as providing a common base that will
pursue scholarships on behalf of the target population. The key
elements of a successful marketing are identifying potential
customers in groups which will help in the process of
identifying their needs and providing customized solution from
the established target population.
References
Efraim Turban, J. S. (2015). Social Commerce: Marketing,
Technology, and Management. Springer International
Publishing.
Grönroos, C. (2004). Relationship marketing: strategic and
tactical implications. Management Decision, 34(3), 5-14.
Keim, M., & Coning, C. d. (2014). Sport and development
policy in Africa: results of a collaborative study of selected
country cases. Stellenbosch, South Africa Sun Press.
Winer, R. S. (2009). New Communications Approaches in
Marketing: Issues and Research Directions. Journal of
Interactive Marketing, 23(2), 108-117.

Running
head: MARKETING PLAN
1
Name
:
Rodney Wheeler
Course:
B403/ENT4011 Section 01 Sales and Marketing for New
Business Ventures
Date: 10/29/16

Running head: MARKETING PLAN
1
Date: 10/29/16
Running head: GOALS SUMMARY
1
GOALS SUMMARY
4

Goals Summary
Date: 10/26/16
Marketing and selling using new technologies.
Marketing is one of the most essential element which is
required by any individual or sales agency that is trying to sell
its products or services. It is very important that the products or
services being offered by any company or individual are
introduced to potential customers to let them be aware of the
existence and the specific use of a given product or service.
These products or services should not only be advertised to
potential consumers for the sake of advertisement, but they
should also use the appropriate means, to advertise appropriate
products, to the appropriate audience, with an appropriate cost.
Therefore, this paper is going to elaborate and summarize the
goals established for marketing and selling using new
technologies. Besides, it will discuss the metrics that will be
used to gauge the success or failure of the assigned goals.
Considering sports are practiced worldwide, this means that the
Sports and Talent Management Program will be of great
importance for all the potential athletes who desire to nurture
their talents and also improve businesses and academic
opportunities. The key elements of a successful marketing are
identifying potential customers in groups which will help in the
process of identifying their needs. In this case, my target
audience was based on gender, age, income, physical location,
political view, skill, and lifestyle.
Some of the goals established for marketing and selling using
new technologies include internet advertising, text messaging,

and e-mails. This are forms of advertisements which involve
technological platforms in selling the ideas or contents being
intended to be passed to potential customers. Since potential
consumers are located in different parts of the world, it will be
very easy for them to get the awareness of the programs hence
get the chance to register with the clubs they prefer (Grönroos,
2004). Social media and smart phone application, are
increasingly becoming very important. Mid-aged individuals
and youths are intensively engaged with their cellular phones,
therefore, the information about sports and talent management
programs can easily and rapidly circulate among the youth
hence making it popular and involving.
Marketing and selling nowadays have taken a greater height in
advertising and selling of different products or services. Despite
the geographical distance between the seller and the buyer, a
potential customer can visit a specific site and obtain the
product or services that he/she requires. Besides, there are
options that are given in purchasing the product or the service,
where customers can decide to purchase directly online and
make payments on delivery of the service or product. In cases
where the products are impossible to be obtain physically on
payment, transportation agencies such as DHL are often
involved in delivering process, which always take between 3-30
business days depending on the nature of the product (Winer,
2009). The transporter is dictated by the incoterm that is used in
the transportation process until the product is delivered to the
end customer. Using technology is, therefore, not only cheap
but also effective and efficient in marketing and selling of the
products and services.
Metrics that will be used to gauge the success or failure of the
assigned goals
The aim of these goals is to ensure that more and more intended
persons get to register and participate. Therefore, for me to
know if the project is failing or succeeding, I will have to
reflect and compare the goals that were set with the real

achievement that I’ve experienced. Attainment of these goals
will be a clear evident that the new technology was well
integrated while not achieving the goals will imply under-
performance. The second thing is the budget, if I spend more
than what I get as income, then that will mean that the strategy
is not quite successful. But if the expenses reflect what is in the
budget or less, then that implies a good performance of the
strategy.
Reference
Winer, R. S. (2009). New Communications Approaches in
Marketing: Issues and Research Directions. Journal of
Interactive Marketing, 23(2), 108-117.
Grönroos, C. (2004). Relationship marketing: strategic and
tactical implications. Management Decision, 34(3), 5-14.
Shankar, V., & Balasubramanian, S. (2009). Mobile Marketing:
A Synthesis and Prognosis. Journal of Interactive Marketing,
23(2), 118-129.
Running head: TARGET AUDIE.
1
MARKETING 2

Target Audience
Date: 10/13/16
Review of my Target Population
Gender
My target population will majorly consist of male players. I
chose to select this gender because female engagement in
football is limited. Also, I wanted to reach out to a larger
population. Male players are more determined and easy to deal
with. Later on, when I have enough resources, I will consider
widening my market so that females are also included in the
sport. Also, engaging the female in my services will strain me
regarding the time I have and resources.
Age
My initiative will mainly focus on interested males between the
age of eighteen and twenty. I am interested in working with the
youths so as to nurture their talents. The youth nowadays are
associated with drugs. My services will help correct this
problem that is affecting most of the young people. Youths will
not have too lazy around. They will be engaged in sports and
thus they will remain healthy and at the same time morally
upright. I could not involve the old because they are not strong
enough and this will lead to losses.
Income.
My target population consists of individuals that are low-
income earners. Most of the individuals earn their income from

odd jobs. I choose this group for it could indeed need my
services. The target population has a high interest in the sport
and thus will be more than willing to be nurtured by me (Keim
& Coning, 2014) I will have to finance my expenses from
sources of funds such as loans.
Physical location
The target population is located in the city. In the city, there is
enough resource that will make me render my services with
ease. The infrastructure is good, and thus I will get to the field
in time to start off the session with the players. The physical
location of my target population is to my advantage. I can save
some costs that I could have incurred in the case that I was
operating in an upcountry location.
Political view
Sporting activities are always supported by the government.
They are seen as an investment in the youth. The government,
most of the time, will finance sporting activities. Here I will be
able to earn a lot of money as my remuneration for the services
that I will be offering. Government support for the youth games
will attract more teens to the initiatives. When more players
join the team I will be able to earn more (Efraim Turban, 2015).
Political views about my target population were an issue that I
critically looked at before coming up with this business idea.
Lifestyle.
Most of the players would like to live flashy lives so that they
can be recognized. The demand for my services will increase
because individuals would like to be experts in the game so that
they can be absorbed by the big teams that play well. I will be
able to earn very high profits from the services that I will be
offering.
Skill
The players that I will deal with will be of limited skill, those
that need nurturing. I choose the target group with these
characteristics because I wanted to explore a market that needed
my services. The population will find my services to be of a
great benefit to them.

I conclude by saying that I carefully chose my target population
so well. In the sense that I will be able to attain the highest
profits ever. The target population is crucial in the field of
marketing for it determines the demand for the product.
References
Technology, and Management.
Springer International Publishing.
Keim, M., & Coning, C. D. (2014). Sport and development
policy in Africa: results of a
Collaborative study of selected country cases. Stellenbosch:
South Africa Sun Press
Running head:
TARGET
AUDIE
.
1

Target Audience
Name
:
Rodney Wheeler
Institution
: Rasmussen College
Course:
B403/ENT4011 Section 01 Sales and Marketing for New
Business Ventures
Date:
10/13/16
Running head: TARGET AUDIE.
1

Target Audience
Date: 10/13/16
Running head: NEW PRODUCT DEVELOPMENT 1
NEW PRODUCT DEVELOPMENT 4
Create a Product/Service for Your Strategic Plan
Date: 10/09/16

New product development
In a case study of sports and talent development in Africa
and other developing nations, I came to a realisation that a
structured approach is essential in growing talent ripe in these
places (Keim & Coning, 2014). A large portion of the world’s
top sports talents originates from these regions but lack the
prerequisite conditions to propel them to maximise their
abilities. The biggest problem as per my assessment is the lack
of proper structures at the grassroots level to build a system to
exploit the potential progressively. I have designed a Sports and
Talent Management program that seeks to; scout for potential
talented athletes and have them registered in proper youth
development clubs and facilitate guidance on talent
management, business, and academic opportunities. The service
had an unlimited market opportunity and propelled by my
strategic plan, this it is set to grow into a phenomenal business
with the core value of opening avenues for the youth to use
talent as a platform for personal development.
In developing this new service, I will mainly be targeting
developing countries which have a large pool of potentially
talented youth who have no avenue through which to further
their ambitions. A Strength, Weakness, Opportunity, and Threat
analysis of the idea has indicated that the opportunity cost of
actualizing the concept has the strengths and opportunities
outweighing the weaknesses and threats (Pride & Ferrell, 2016).
Additionally, I have screened the idea by facilitating
discussions online with stakeholders in many of such countries
to sample their opinions which have been very receptive to the

idea. I have also initiated discussions with representatives of
governments from several countries through whom the initiative
will be advertised as partners in the service provision. The
respective governments will fund 75% of the capital through a
rotating fund but will hold no shares.
However, even with all the ground work in place, it will be
important to run practical tests by actualising one such project
in a sample country to ascertain its marketability and
commercial viability. This will also assist me in making
adjustments based on technical issues that may arise as a result
of differentiation between the conceptualisation and the
actualization of the idea. Propelled by my strategic plan, my
primary goal is to establish at least five such groups in 50
nations on the inception and an additional 25groups annually.
Being a service that will not only seek to improve the
livelihoods of several youths, but it is also a sound venture
capitalist concept that will prove profitable to my organisation.
By funding 25% of the initial capital needed to start these
Income Generating Activities, my company will retain a similar
stake in all activities undertaken by the clubs aimed at
achieving marginal profitability.
References
Technology, and Management. Springer International
Publishing.

Keim, M., & Coning, C. d. (2014). Sport and development
policy in Africa: results of a collaborative study of selected
country cases. Stellenbosch, South Africa Sun Press.
Pride, W. M., & Ferrell, O. (2016). Marketing 2016. Amazon.
Running head:
NEW PRODUCT DEVELOPMENT
1
Name:
Rodney Wheeler
Course:
B403/ENT4011 Section 01 Sales
and Marketing for New Business Ventures

Date: 10/09/16
Running head: NEW PRODUCT DEVELOPMENT 1
Date: 10/09/16

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