IBM 4922 CSUF NBA Fan Demographics and Psychographics Case Study

The sport is the NBA.

Objective: The objective of this group assignment is to provide students with hands-on experience in conducting segmentation and target audience analysis in the context of sports marketing. Through this assignment, students will gain practical skills in identifying and understanding different market segments within the sports industry and developing targeted marketing strategies to engage these segments effectively.

Assessment: The assignment will be assessed based on the depth of research, quality of analysis, creativity in campaign development, presentation skills, and the overall coherence and effectiveness of your segmentation and target audience analysis.

Part 1: Market Segmentation

1. Sports Organization: Provide a brief description of your assigned sports organization and what you have researched to date.
2. Market Research: Conduct research to identify different market segments within the sports industry relevant to your assigned sports organization. Consider demographics, psychographics, geographic factors, and behavioral aspects. Utilize both primary and secondary sources for your research.
3. Segmentation: Based on your research, segment the market into three (3) distinct groups. Define and describe each segment, highlighting their key characteristics and preferences. Citer all of your supporting evidence.
4. Target Segment Selection: Select one (1) specific market segment that your group contends represents the most promising target audience for your chosen sports entity (this should not be the existing primary target). Justify your selection based on the segment’s potential for profitability and alignment with the entity’s goals.