Ocean Beach surfing experience

Being born and brought up in a tranquil village near the ocean was a real treasure for Bethany and Becky due to its calmness and relaxed atmosphere. They lived a large part of their lives playing in the water that their parents worried that at a given time they might turn to become aquatic beings. Their love for the ocean exceeded that of anything else. The atmosphere formed a perfect getaway anytime that they needed to clear their head from school works and life’s pressures. The ocean contributed significantly to shaping their hobbies and gave meaning to their lives. Day in day out they looked forward to spending time at sea. Every morning, Bethany and Becky would go to the sea to watch the sunsets as the refreshing coolness of the ocean breeze stroke on their skins.

Beach surfing was one of the typical activities undertaken in this environment. Every weekend holding tournaments and competitions was the culture. Bethany and Becky shared a shared hobby, beach surfing. They thus did compete against each other in most of these tournaments. After school and very early in the morning they used to train as hard as they could for they believed in winning at all times. Bethany’s dad was a carpenter, and he mostly specialized in making the surfboard. Therefore, he would always choose the best boats for Bethany and Becky. Apart from being a carpenter, he loved to surf, and thus he offered training to both of these two friends. He motivated them every day, and he had strong faith in their potential. It is for this reason that he registered them in more than one tournament hence challenging them to do great.

As time went by Bethany and Beth had become like sisters who knew the true meaning of sisterhood. Though Bethany was some months old, her height gave another varying narration. Bethany was so shy that she feared to talk to other people and most especially the guys. Contrary to this, Becky was social, and this made it associate with all people even the male gender without any problem. So, Bethany being the boy crazy girl, she decided that it was good for her if she could admire and crush for male counterparts from a distance. Becky used to joke about it every time that they would talk about guys. Becky had a couple of friends of the opposite gender. At times they invited the girls for drinks and parties, but Bethany did not like the idea of going out and having fun. All of her fun and life revolved around beach sailing, and this made Becky worried about how Bethany’s social life had turned out to be. However, she accepted Bethany’s personality with time and appreciated her just the way she was. Their friendship grew stronger by the day.

Finally, it was summer, and beach sailing Olympics was around the corner. Everyone even the entire community anticipated the event with so much joy in their hearts as the game was an annual event. Time was running short for both Bethany and Becky, and they needed to practice more on their sailing skills. Therefore, they would practice all day and even at night. At times they would sleepover at each other’s home to be able to wake up early for practices. Though they had practiced for months, they still felt like it was not enough for them to win and thus they continued with their vigorous exercises. Six months to the big day, Bethany was invited to a night practice by some of her male friends. Though Bethany was hesitant to attend, she finally decided to give it a trial as she thought that it was worth her time. They participated in the night practice party where all of the party attendees practiced throughout the night. It was such a beautiful experience for Bethany and Becky practicing under the moon and enjoying the serenity of the night at the ocean.

Days passed on quickly and the finally awaited day was at the corner knocking. So Bethany requested his father to offer them more training as they polished up on their skills. So on this Saturday morning just like any other morning, Bethany’s mother prepared a lunch pack for Bethany, Becky, Bethany’s dad and her two brothers. Earlier on, they had all agreed to visit a nearby part of the ocean where there were stronger waves as compared o other parts. This visit aimed to give the girls an opportunity to learn more from a more challenging and quite place. That part of the ocean was not inhabited, and thick forest dominated the area. However, it offered a scenic beauty and also a good training ground. The girls were so excited about the whole deal, and they could not wait to start off with their training and practices. Each one of the team members focused on surfing through the water and the waves.

Minutes after the starting off of the practice, Bethany went to the west of the ocean while Becky went at the eastern side. Bethany’s father and her two brothers were at the center.  Bethany at her boat swimming, she was attacked by a shark that got away with her right arm. Everything happened so fast that all of the other people did not see what happened but were alerted by screams that filled the air. Without hesitation, Bethany received first aid from Becky and her two brothers as her dad tried to get to the main road from that part of the forest. Luckily, the ambulance was quick and transferring Bethany to the ambulance where she received professional first aid. It was such a traumatizing experience for all of them that they had no time to process the whole ideal.

The accident made the headlines with the media covering the mysterious story. Bethany after some surgeries she was able to wake up but did not know how to deal with her misfortune. She cried day and night and could not talk to anyone for two weeks. On her bed, she realized that the Olympics had occurred without her and she felt so disappointed that she was unable to participate. “But why?” It was the question that ran through her mind every second of her stay at the hospital. However, with time, she started to talk to Becky and all of her family members. She stayed at the hospital for three months after which she received a temporal arm that would help her restore back the feeling of having her two hands.

Months passed, and her therapy was not going as she expected. She finally gained her self-acceptance and decided to move on from self-pity. It is at this point that she chose to live with one arm. Two months to the big Olympic Games, she started to train. At first, her parents did not approve of this, but in the end, they decided to support her. She struggled her way through to victory. In the beginning, it was tough to use just one hand for sailing. Becky practiced with her and devoted much of her time to training Bethany how to surf again.

Finally, the Olympic day was there, and Bethany felt so strong that she registered as a participant. At the beginning of the game, she had the least scores. It was tough while in the ocean as the intense waves would sway her out of the way causing her to fall into the water. However, during all these episodes of shame, Becky stood by her and would rescue her. Becky’s inspiration took her a long way ahead thus observations on slight improvements proved that she was motivated to win. Becky knew that this competition meant more to Bethany than it did to her.  She, therefore, purposed in her heart that she would do anything in her power to see to it that Bethany won the competition. In identifying a big wave that was approaching, Becky informed Bethany that she needed to go further into the ocean. The wave caught up with Bethany while she was prepared and thus giving her victory over the rest of her competitors including Becky who gave way for Bethany to win.  

Consumer Perceptions of UK Football Clubs in China on Marketing Strategies

Introduction

Sports represents leisure or relaxation doings for most individuals across the globe. However, due to its dominance in the contemporary society, it has been recognized that sport is also a commercialized operation. Football is one of the most popular game in the world. Footballs have their origin in the mid-19th century where most of the UK clubs have been in existence for more than a hundred years. Since football is an international, activity the popularity of the sport in the global market beyond the Europe region is accounted for the club’s investment in marketing. In this context, different marketing approaches such as television and social media are relied upon as the leading tool that effectively creates awareness and familiarity of the conducts and existence of the teams. As the world’s population is growing, so does the need to penetrate in the emerging market, to not only expand the club’s presence and also reach more consumers. In other words, it is worth noting that the supporters of the different clubs are considered to be the consumers and thus their perception matters. Most of the participating clubs have mainly invested in marketing to attract an extensive consumer range. Also, these clubs utilize different branding strategies which are primarily responsible for creating positive images and perception in the market.

The current Asian football markets such are China characterized by the continuing globalization which is responsible for increasing the engagement of the media, and the expansion of the industry in general (Leng & Hsu, 2015 p.14). It is without a doubt that the UK has acquired the most significant football market share in the world and it owes its success to the use of digital marketing approaches.  The aspiration by the global companies to triumph in the emerging markets shows the need for the clubs to acquire a substantial share in the market. To Begin with, Asia comprises a third of the world population with the leading country being China (Liu et al., 2017 p.3). The clubs are focused on gaining popularity in such countries to boost their market. However, it is worth noting that China has a slightly different culture when equated to the European one and the most effective marketing approaches that preserve the values of the audience is essential. China is one, of the rapidly growing economy globally and the expertise football clubs such as EPL and UEFA are fully informed of the norm (Roll, 2006 p.6). This report seeks to establish the strategies that are implemented by the EPL football clubs in the international market to create awareness and attract a new set of consumers.

Research Question

            What are the effects of marketing strategies on the English Football Premier League’s reputation and popularity in China?

Aims

            The main aim of the research is to determine the most suitable and effective marketing strategies for UK Football clubs in the international market particularly in China.

Objectives

In order for the study’s aim to be addressed, this research has the following objectives:

1. To determine the popularity and reputation of the English Premier League in China.
2. To establish the top EPL teams regarding popularity in China.
3. The presence and dominance of social media as the football’s marketing strategies in China
4. The perception of the EPL clubs among the football fans
5. To determine how the use of social media helps in increasing football popularity in China

Theoretical Context

Brand identity is the primary determinant of the consumer’s perception towards a given brand. The norm is not different when it comes to football because the spectators being the consumers tend to value the clubs based on their performance and branding (Bodet and Chanavat, 2010 p.9). In other words, with a definite brand image, the ability to attract more consumers is natural since the audience does not necessitate much of convincing. In the international market particularly in Asian countries branding of the football clubs is essential as it does not only seek to attract new fans but also to arouse interest within the markets that have not been explored (Olson et al., 2016 p.56). Consumer perception refers to a marketing model that incorporates the impression, awareness, and conscious of the organizational offerings by the respective consumers. According to, McCarthy et al., (2014) Consumer perception is usually altered by certain aspects such as evaluations, promotion, personal tastes, social media, and public relations and so on.

To succeed in the highly competitive market where the EPL is mainly dominated by well-established clubs such as Manchester United, Chelsea, and Arsenal among others brand awareness is necessary in offering the professional teams a competitive edge (Yu et al., 2017). The objective of brand awareness lies on expanding the presence of the company and heightening its sales. In the football context, the approach mainly seeks to attract a new set of consumers by changing their perception and convincing them to believe in the brand that the club has created. Branding is highly used in sports and particularly football which is responsible for the kind of loyalty. In most cases, the fans will demonstrate the highest level of loyalty to their respective clubs which most of the brands might not acquire in the short run (Chadwick and Hamil, 2010 p21). Despite the fact that footballs fans tend to perceive their preference clubs as a unique brand that is exclusive from the commercialized norm, in the rather competitive surrounding today, the consumers have developed a pragmatic perception towards the need to brands the clubs and the significance to the success of the respective clubs in the future.

The increasing trends of the leading clubs being bought by wealthy stakeholder’s best demonstrates the importance of the dominance of these clubs in the global market. Due to the performance of the EPL clubs the ability to venture into the international markets has become an obvious particularly in the Asian countries (Ratten and Ratten, 2011 p.615). Indeed, Manchester United has been the leader in this trend. The club has launched a number of strategic marketing activities that incorporates the development of club retailing stores on the international market that seek to sell its own branded football items such as t-shirts. Through this the club has created the opportunities for building more strategic relationships with the fans which is a form of marketing that is strengthening the brand. In addition, the club currently, boasts of the superior level of brand awareness within Asia. However, due to the high rates of profits that are to be sourced from the markets most of the competing clubs have begun to implement marketing models in the region that permits them to compete fully against the well-established clubs. The existence of such stiff competition creates the opportunities for the clubs to redesign their marketing approaches in order to create differentiation (Giulianotti and Robertson, 2004 p.546). Field performance is one of the needed approach but informing the consumers of the company’s moves would work better. The perception held by the consumers regarding the football clubs tend to increase their interest and trigger their willingness to offer unending support to the chosen teams. The football consumers are not only attracted by the performance of the team but the manner in which the clubs presents themselves in the market.

Football clubs mainly rely on media advertising and social media marketing. Having an established existence within the online and social media platform is essential. The EPL clubs are not just competing to acquire a substantial market share in China, but they are also seeking to create a positive image on the internet setting to increase the followers (Mullin, Hardy and Sutton, 2014 p.6). One of the primary challenges that the clubs have been facing in trying to create brand awareness in the country is language Barrier and censorship constraints. In that, the fans are unable to follow their preferred teams on the social media platforms since they cannot understand the posts. However, the organizations have realized the hurdles that the challenges have created and had, in turn, opted to transform their ventures. Some of the leading clubs in online marketing include Manchester United and Arsenal representing the EPL (Da Silva and Las Casas, 2017 p.37). Manchester is more committed to the commercialization in China when equated to the competing clubs. It is without a doubt that EPL has a reliable connection in China and has even asserted on enhancing the professional sports in the state by creating a formalized partnership with China’s sports league. Through the relationship, the league will be providing the EPL members with increased opportunities in relations to marketing and advertisement throughout the country through operations (Kerr and Gladden, 2008 p.61). The clubs mainly utilizes Weibo accounts which have been useful in overcoming the language barrier challenge.

Concerning media marketing, it has been proven by research that most clubs prefer to utilize the services on rare cases because despite being expensive, they are not able to reach a broader populace (Mullin, Hardy and Sutton, 2014 p.8). The most effective marketing strategies are the use of social media which is convenient, flexible, cost-effective and capable to inform the audience consists of the operations and football-related activities. Through this approach, the clubs can seek to create a positive reputation and desirable brand that meets the needs of the consumers in the market. It is because branding is the most important aspect of brand equity which seeks to increase awareness while building a favorite image (Kenyon and Bodet, 2017 p.372). In other words, for loyalty to be gained in the market the consumers’ needs to be convinced adequately not only regarding the positioning of the clubs but also their commitment to satisfying their entertainment needs.

Methodology

Introduction

This chapter offers a descriptive analysis of the study’s methodology. The chapter highlights the study philosophy, research methods, data collection and analysis, ethical issues and limitations.

Research Philosophy

According to, Vogt et al., (2012) research philosophy is the development of information through investigative procedures.  Integrating a research philosophy in any research is vital. This is because the research strategy that is acquired by the examination comprises of the study’s expectations and norms. It is from such outlines that the most suitable approach is established as well as the strategies that the researcher chooses. The effectiveness of research is mainly determined by the followed philosophy which is similar to a plan for conducting thorough research.

The research will mainly be carried within the interpretivism paradigm. The approach was selected because it outlines the ability to generate meaning from the acquired findings. This implies that the study will follow qualitative research. Based on Tavakoli (2013) the interpretivism approach knowledge is reliant on interpretation, and the truth is multilayered which is driven by the manner in which individuals view different occurrences. For this approach, the subjective consumer’s insights and understandings will be the primary considerations which are directly linked to qualitative research. From the ontological view of the paradigm, the study will seek to establish the manner in which different individuals perceive different brands which leads to their perception of the football clubs. Consequently, the truth will be generated comparatively from the subjective views of the participants and previous literature. However, it is worth noting that this approach has its limitation. The researcher might develop biased conclusions due to the influence acquired from the subjective views which leads to the creating of generalized findings.

Data Collection

The qualitative method will be used to determine the perception of the consumers concerning EPL football clubs. Surveys and marketing analysis will be relied on. In that marketing, the investigation will be conducted on the club’s websites and social media platforms to assess the number of followers, activities, revenue and so on (Lim, 2013 p.2) On the other hand the consumer surveys will aim to establish the level of awareness among the consumers. The study was selected based on its convenience, flexibility, the speed of collecting information and ease of use. The use of qualitative data will best fulfill the needs of the study. The qualitative method is usually suitable for the small samples, but the results cannot be measured or enumerated (Antonisamy, Solomon & Prasanna 2010 p.4). The main advantage of the approach is that it leads to the carrying out of a quantitative study which offers a comprehensive description of the subject under investigation without restricting the focus of the research. However, the efficiency of this approach is mainly dependent on the capabilities and skills of the investigator even though the results can be accounted as relevant and accurate if the researcher does not incorporate their personal bias.

Data Analysis

After gathering qualitative information coding will be necessary. This refers to the process of establishing the common themes. After analysis will be performed following a thematic analysis model. The approach is appropriate for analyzing data acquired using the qualitative method given that the information will be contextually based. The data will be grouped into conceptual and thematic sets which will help in summary and description of the findings.

Ethical Considerations

Ethics is the moral standards that shape the conduct of an individual. In carrying out, a good research standard is vital to guard the rights of the participants. Since the study will involve conducting surveys, the participants will be informed that the activity is voluntary and that they can decide to withdraw their responses at any given stage. Also, permission will be acquired before beginning the process by ensuring that a consent form is signed. The received information will not be used for any other purpose except for the academic reasons. Confidentiality will be adhered to by ensuring that no personal details will be collected.

Structure

Project structuring is essential in the management of large projects. The project will be carried out in divided sections to the end. Thus, the structure of the final report will be as indicated below:

• Table of Content
• Abstract
• Introduction
• Research Background
• Dissertation Structure
• Review of Literature
• Research Methodology
• Description of Findings and Analysis
• Discussions
• Recommendations and Conclusions
• References
• Appendices

Conclusion

Football is one of the famous sports across the globe. Due to the commercialization of the games, the involved clubs are finding it necessary to market their brands within the international scope especially in the market that are not fully exploited such as Asia. It is evident that the utilization of digital or social media marketing is effective in attracting more consumers and creating a positive perception in China.

ReferenceBottom of Forms

Antonisamy, B., Solomon, C., & Prasanna, S. P. 2010. Biostatistics: Principles and practice. New Delhi: Tata McGraw Hill Education.

Bodet, G. and Chanavat, N., 2010. Building global football brand equity: Lessons from the Chinese market. Asia Pacific Journal of Marketing and Logistics, 22(1), pp.55-66.

Chadwick, S. and Hamil, S. eds., 2010. Managing football. Routledge.

Da Silva, E.C. and Las Casas, A.L., 2017. Sport fans as consumers: An approach to sport marketing. British Journal of Marketing Studies, 5(4), pp.36-48.

Giulianotti, R. and Robertson, R., 2004. The globalization of football: a study in the glocalization of the ‘serious life’. The British journal of sociology, 55(4), pp.545-568.

Kenyon, J. and Bodet, G., 2017. A case study of Liverpool Football Club. Routledge Handbook of Football Marketing, p.372.

Kerr, A.K. and Gladden, J.M., 2008. Extending the understanding of professional team brand equity to the global marketplace. International Journal of Sport Management and Marketing, 3(1-2), pp.58-77.

LENG, H. K., & HSU, N. Y. 2015. Emerging trends and innovation in sports marketing and management in Asia. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=907727.Top of Form

Lim, W. M. 2013. Research methodology: A toolkit of sampling and data analysis techniques for quantitative research. Place of publication not identified: Grin Verlag.

Liu, D., Zhang, J.J. and Desbordes, M., 2017. Sport business in China: current state and prospect. International journal of sports marketing and sponsorship, 18(1), pp.2-10.

Liu, D., Zhang, J.J. and Desbordes, M., 2017. Sport business in China: current state and prospect. International journal of sports marketing and sponsorship, 18(1), pp.2-10.

McCarthy, J., Rowley, J., Jane Ashworth, C. and Pioch, E., 2014. Managing brand presence through social media: the case of UK football clubs. Internet Research, 24(2), pp.181-204.

Mullin, B.J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.

Mullin, B.J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.

Olson, E.M., Duray, R., Cooper, C. and Olson, K.M., 2016. Strategy, structure, and culture within the English Premier League: an examination of large clubs. Sport, Business and Management: An International Journal, 6(1), pp.55-75.

Ratten, V. and Ratten, H., 2011. International sport marketing: practical and future research implications. Journal of Business & Industrial Marketing, 26(8), pp.614-620.

ROLL, M. 2006. Asian brand strategy how Asia builds strong brands. Basingstoke [England], Palgrave Macmillan. http://proxy2.hec.ca/login?url=http://www.palgraveconnect.com/doifinder/10.1057/9780230513068.

Tavakoli, H. 2013. A dictionary of research methodology and statistics in applied linguistics. Tehran: Rahnamā.

Vogt, W. P., Gardner, D. C., & Haeffele, L. M. 2012. When to use what research design. New York: Guilford Press.

Yu, L., Newman, J., Xue, H. and Pu, H., 2017. The transition game: Toward a cultural economy of football in post-socialist China. International Review for the Sociology of Sport, p.1012690217740114.

Sport in society

Introduction

            In America sports holds people together, not minding where they came from, gender, age or religions, sports bond and help the American people to stick together. The word of sport continues to shed good lights in America. According to statistics published in the year 2013, it shows that NBA has been recording highest in hiring women and people of colour and for the last past years and it has received awards for exercising diversity in the club. MLB and NFL were dragging behind, in 1990 they broke the record, and they were awarded A’s. Since WNBA was founded, it has been at the top throughout because it has embraced diversity.

            The top managers of MLB have shown commitment and passion for improving diversity in the club. In the past year’s NBA have been employing more coaches of other colours compared to white coaches.  Between years 2001- 2002 it recorded the highest percentage of African – American top coaches which was 47 percent. Kaleb Canales was promoted to become the head coach in the NBA club (Woods, 6). The African- American in NBA ownership continues to increase for example; Michael Jordan and Charlotte Bobcats are among the owners. In year 2012 African – American promoted two of women to be head and CEOs in the NBA. Also, Laurel Richie becomes the first female to be the head of professional sports league (Hanold, 108). In year 2011, 42 percent coaches were African- American.  Major league baseball has embraced diversity by employing managers of colour, African- American managers and Latino managers. 

            Society is influenced each day by many different kinds of sport.  These sports help in shaping society way of life.  .In the last past years, the NBA became the major professional league that has recorded high attendance. In America the major sport leagues have greatly captured the mind of the United States people and they usually recorded high attendance. The four leagues have experienced major growth in the last past years, and they are known to be the best all over America. Due to changes in technology, the sports leagues have come up with new ways of engaging with their follows and businesses (McLeod, 19).  The sports leagues get their revenue from ticketing, television broadcasting, sponsorship and the merchandise. The sports society embraces diversity by having players from all races. 

            Embracing diversity is vital in the sport because it helps in discovering better heights of success, it enhances strong teamwork, and it eliminates group thinking. Diversity is a great thing in the society today, and it has greatly impacted people’s lives (Healey, 48). It helps people to discover different things outside of what they are used to. Diversity increases curiosity by interacting with different cultures and people. It promotes peace and harmony by bringing people of different cultures and ethnicity together. Through diversity, people learn and have the clear understanding of the world they are living in (Norris and Ronald, 12).

            In conclusion, sports professionals should always embrace diversity. This will help to increase and engage their followers from all over the world. With this, they will be able to achieve the primary goal of diversity. Diversity requires the leaders to think deep to apprehend different individual’s thoughts or ideas which will increase productivity and efficiency.

Work Cited

Hanold, Maylon. World Sports: A Reference Handbook. Santa Barbara, Calif: ABC-CLIO, 2012.

Healey, Joseph F. Diversity and Society: Race, Ethnicity, and Gender. Los Angeles: SAGE Publications, 2014. Print.

McLeod, Rona L. Diversity Awareness for K-6 Teachers: The Impact on Student Learning. Lanham, Md: Rowman & Littlefield Education, 2011.print

 Norris, Pippa, and Ronald Inglehart. Cosmopolitan Communications: Cultural Diversity in a Globalized World. New York: Cambridge University Press, 2009. Print.

Woods, Ron. Social Issues in Sport. , 2016. Print

FOOTBALL COACHING TALENT IDENTIFICATION

 Background information &rationale

Talent identification refers to the act of recognizing existing players which have the capacity of excelling in football.  Basically, talent identification, in football, is mainly based on the social, psychological, physiological, physical, and cognitive skills of the players. As a superior mastery of systematically developed abilities, talent identification assist in placing in the top 10% of their age.  The implication of this is that it assists in selecting the athlete into the development program. The reason behind this criteria is that talent identification mainly entails assessing whether the player/s have the capability of benefiting from the systematic program aimed at supporting and training them (Paul et al., 2013 p.167)

From research, it has been illustrated that proficiency is relatively less dependent on an individual’s natural ability. This is to imply that is based on one’s response to time utilized in properly structured and effortful activities with a certain objective of improving outcome.  This indicates that the identification of the correct player/s for such a program mandates the characteristics for his or her entry should also be correct.  Conversely, in talent identification, there are various stages which are followed in determining the reasons for identifying and selecting players (Aron et al., 2013 p.265). A large percentage of the talent development programs are tied to both local and national competitions in which winning is given greater consideration as compared to development.

Therefore, it is important to ensure that such programs have been designed to provide the athlete the opportunity of developing his or her capability, as well as to prepare them in participating at higher levels. As a result of that, it is paramount to ensure that the talent identification exercise have a clear focus which in return emphasizes on identifying and selecting key players who have a long-term potential as compared to the present match-winning potential (Paul & James, 2013 p.146). Consequently, the objective of this is to describe the criteria used by coaches in identifying and selecting talented soccer athletes from groups of young individuals aged between 12 to 16 years. Equally, this will be achieved through proposing templates for identifying, recruiting, and developing their soccer talents.

Content (knowledge, understanding, awareness, and interpretation)

To begin with, talent identification and recruitment are regarded as being an important task for football coaches. One of the main reasons that compel a coach to identify football talent at a younger age is because of the fear of identifying such athletes too late. This is also coupled with the need of considering their developmental opportunities as well as losing them to competing or rival clubs (Mark & Chris, 2014 p.22). This means that through identifying earlier giver the club the opportunity of shaping the athletes at an early age hence producing athletes according to the desirable skills and/or the paying system of the club. Regardless of the fact that the main focus of a large percentage of clubs is on talent identification, the truth is that a few of them are the ones that have managed to pay attention to the approaches used by coaches to identify football talents  (Paul et al., 2013 p.166)

There are various issues which ought to be taken into consideration when identifying and selecting key players. All these issues should be understood clearly as well as addressed systematically in case such a process is to be fruitful. In the process of addressing them, it is vital for the trainer to constantly refer to the overall objective of identification exercise that is identifying and selecting athletes with long-term winning potential. On the other hand, one of the commonest problems which are regularly encounter during this process is the identification of athletes with current winning potential rather than on their long-term winning potential (Thomas & Mark, 2003 p.307). Therefore, during the identification stage, it is important for coaches and selectors to base their identification guidelines on development potential as compared to the potential inclusion of the player in the competitive team.  By taking this into consideration, it means that all key players will benefit with the development program in the process of exposing them to adequate training despite whether they have the potential of making the tournament team or not. This entails considering the capacity of the athlete to develop rather than his or her performance during the trial (Aron et al., 2013 p.265).

Conversely, the main objective of the talent identification program is to assist in examining as well as judging an athlete from watching them participate in the tournament before evaluating their performance. For instance, in case an athlete is perceived to be perfect, he or she is invited for training for a certain period of time. It is during this time when the player is judged against other players (Mark & Chris, 2014 p.22). This them means that it is relatively difficult to identify some of the small details and attributes which join together in making someone to be capable of becoming a professional soccer player at the highest level. This, therefore, illustrates that it takes a focused and analytical mind together with a disciplined personality to watch the tournament as a professional scout.

Nevertheless, the success rates of individual talent identification, as well as, the general impacts of the talent development program are something which has been debated upon extensively. From research, it is logical to say that talent identification and talent development program ought to be dynamic and interrelated when it comes to maturity status as well as the possibility of developing rather than the elimination of a child at an early age. It should be recognized that the gap which exists between academy soccer and grassroots soccer is bridged by a number of influential individuals in the growth of elite players (Thomas & Mark, 2003 p.307). For that reason, it is nonsensical and shocking to have individuals with minimal or no understanding of the requirements of the game.

Integration of researched literature &use of supportive evidence

In accordance to that, the identification of future capabilities is equally difficult when trying to make assumptions about how well an athlete can develop unlike assessing his or her present potential.  Development and maturation have a profound impact on the ability of the player at a given period hence need to be given greater consideration. The selection of an athlete before the onset of puberty dependent on favorable physical characteristics is problematic as such differences may wear out after puberty. This then implies that future developmental challenges may be overlooked in case more emphasis is placed on the physical traits early in an athlete’s development (Thomas et al., 2005 p.9). This is what ends up making the physical testing of an athlete as screening for talent identification unsuitable for young players. A child with desirable physical characteristics, for example, speed, or body size, may not have the ability of maintaining these attributes through maturation. 

Furthermore, the performance advantages of considering the early maturation of an athlete can be brief as late bloomers will finally catch up. The main reason for that is because the late bloomers could have equally been exposed to similar development opportunities so as to foster the progressive development of their potential. This is also coupled with the need of ensuring that they remain in the game. For example, the utilization of simulated games during the talent identification exercise assists in examining the ability of the players when performing technical skills under pressured situation (Thomas & Mark, 2003 p.307). This indicates that technical skills ought to be robust so as to boost consistent performance during such.

Traditionally, talent identification was based on viewing players in the trial tournament or during the training session in which the aim of the athlete entailed impressing the coach or coaches. Such method of talent recruitment or selection was largely not informed by any kind of scientific verification but rather on the subjective preconceived notion of the coach about the ideal athlete. Equally, when used in isolation it resulted in repetitive misjudgments as well as limited consistency (Simon & Sean, 2010 p.398).  It is greater interest, therefore, to carry out an extra investigation regarding the underrepresentation of ideas in the talent identification as a coach so as to obtain a better understanding of the strategies and attributes used in identifying talented athletes. In other words, the main premise regarding talent identification and selection will entail identifying and recruiting the most promising young player with the ability to excel and becoming a resourceful senor player (Mark & Chris, 2014 p.22).

Applied understanding & application to practice

Since successful football performance is one of the complex interplays of several interacting qualities and skills, it is important as a coach to take into consideration the holistic multidisciplinary approaches to individual talent identification and recruitment. With regard to physical and anthropometric performance measurements, research illustrates that skilled youth footballers are taller, heavier, and faster as compared to less-skilled ones. One of the factors which affect competition is an athlete’s relative age. This to say that athletes who were born in the 1^st quarter of the year are likely to be regarded as being more talented because of their physical advantages as compared to those who were born later in the recruitment year due. Consequently, this suggests that the physiological measurements are what have the potential of influencing a coach more when selecting youth players (Thomas et al., 2005 p.9).

A large percentage of technical skills, for instance, dribbling, first touch, and passing have been noted to contribute about half of the individual actions which are performed during the game. This then indicates that teams which have the ability of maintaining ball possession have higher chances of winning. As a result of that, greater emphasis should be placed on the players’ technical ability because it is the one which assists in differentiating youth football performance. In addition to technical and physiological characteristics, skilled youth athletes have greater domain-specific detail processing capacity, for instance, anticipation, pattern recognition, situation probability, and decision-making (Simon & Sean, 2010 p.398). 

This kind of extant knowledge base highlights that skilled young footballers have superior perceptual-cognitive abilities when compared with other less skilled athletes. Although this perception offers a clear indication of the kind of attributes which can be used to differentiate skilled performances, still there is limited information regarding the extent at which coaches end up valuing these attributes. And in case they do, another point of consideration is the techniques they use in identifying perceptual-cognitive abilities in skilled youth footballer (Aron et al., 2013 p.265). Some of the psychological qualities, for example, dedication, mental toughness, inspiration, self-confidence, and looking for social support have the potential of predicting influential level football career success.

Because of that, the representations listing the possible predictors of talent in football assist in highlighting the importance of considering sociological factors, for instance, hours of practicing, cultural background, and parental support. Despite that, still, there is limited information regarding the general acknowledgment of all these attributes with the talent selection and development process (Joseph et al., 2017 9.152)

SESSION PLANS

1. a) Players mapped out in 11v11, including team’s formation and key strategies

The 11-team will have to attack with 3-4 touches of the ball. In the exercise, the player will play while wearing uniforms with different color and in this case black. The black team will be defending and in case they recover the ball they will have to play freely and shoot on one of the two mini-goals or on the standard goal. In case of the 11v11 team losses possession, they will have to try and recover the ball so as to play possessing game prior to attacking (Harrison, 2002 p.3)

Zoom in from 11v11 to 9v9

In zooming from 11v11 to 9v9, the players will have to play freely so as to enable them to score. The goalkeeper will commence playing in his or her defensive zone. Whenever the ball will be in the neutral zone, it is the choice of the goalkeeper to choose the side to shoot through dribbling or passing the ball. In case the team black team scores, the goalkeeper will restart the game at the same time (Thomas et al., 2005 p.9).

Zoom from 9v9 to drill, function, or multidirectional game

In zooming from 9v9, the team will be split into two that is the yellow team and the black team. The yellow and the black team will play with 2 or 3 touches so as to make 11 passes before completing with a direct shot to one of the two mini-goals or standard goals.

The yellow team will be defending and if they manage to recover the ball and possession, they will have to shoot straight away or after they have passed the two goals. Roles will be changed after 6 to 7 minutes before determining which team could have scored most goals (Snow, 2011 p.5).

Key points/learning objectives for relevant units and individual players

To assist in coming up with improved developmental program

To identify and build effective attacking and defensive transitions

To examine the ability of the team, after losing the ball, to put pressure on the opponent in possession

Session design; order of practices, pitch layout, equipment

This will entail coming up with approaches which mainly stems from analyzing of the team’s sporting culture, the sporting environment in which the athletes find themselves in, and the fundamental qualities of the main footballer involved (Mawdsley & Howes, 2004 p.108).

Practice design; type of practice, description/organization diagram

Planned Interventions; coaching process, drive-by, fly-by, applying conditions, targets and challenges

In this case, tactical and physical performances are paramount on the cognitive aspects as well as the physical resources to be used during movements. The coaching and the general strategic approaches will consist of several elements which are based on the rationalization of the tournament. This will assist in creating a successful structure on the pitch (Harrison, 2002 p.5)

5 corner toolbox methods

3 players will take the kick after recognizing the spaces to play in the left or right back that is unmarked.

Player 10 should be a competent player to assist in making good decision once the corner kick have been taken

Player 3 should be left footed so as to assist in delivering the ball back into the post area.

11, 6 will hold the edge of the area marked for rebounds and in return attempt clearing the ball in case it rebounds.

Players 4, 5, 9 will be making runs into the right, middle and left back of player 6

Talent ID template

Talent ID template completed for 4 individual players

Individual player development session plans

Player 1

Player 2

Player 3

Player 4

                        REFLECTIVE LOGS

References

ARON, M, THOMAS, R, & WARWICK, S, (2013) “Science and Football IV” Routledge Press

JOSEPH, B, STEPHEN, C, JÖRG, S, & NICK, W, (2017) “Routledge Handbook of Talent Identification and Development in Sport” Routledge International Handbooks. Taylor & Francis Press

MARK, N, & CHRIS, S, (2014) “Youth Development in Football: Lessons from the World’s Best Academies” Routledge Press

MAWDSLEY, A., & HOWES, L. (2004). BTEC national sport. Cheltenham, Nelson Thornes.

PAUL, D, & JAMES, M, (2013) “Soccer in South Asia: Empire, Nation, Diaspora

PAUL, P, WADE, G, & JIM, D, (2013) “Routledge Handbook of Sports Coaching

Routledge International Handbooks”, Routledge Press

SIMON, C, & SEAN, H, (2010) “Managing Football” Routledge Press

SNOW, S. (2011). Small Sided Games Manual. US Youth Soccer Coaching Education Department

Sport in the Global Society” Routledge Press

THOMAS, R & MARK, A, W, (2003) “Science and Soccer: Science and Soccer, A. Mark Williams” Psychology Press

THOMAS, R, JAN, CABRI, & DUARTE, A, (2005) “Science and Football V: The Proceedings of the Fifth World Congress on Sports Science and Football” Routledge Press

Gym and Its Importance

Gym classes can expose an individual to health and activate operations needed for physical fitness. An individual who is fit has the ability to exist and enjoy life to the utmost. Physical and psychological fitness play a very crucial role in everyone’s life and those that are mentally and physically fit are less exposed to clinical issues (Acevedo 6). Fitness does not mainly refer to the general state of being fit physically but it is the cognitive state also. When an individual is fit physically but unwell psychologically they will not, therefore, perform optimally. Mental fitness is usually obtained if the physical body is functioning as required. The mind can best be relaxed when stress is eliminated through the regular gym or physical exercising and eating the right food portions (Acevedo 6). Gym is essential in reinforcing active functioning by relaxing the psychological state and the body.

Being fit necessitates a general transformation in the manner in which individuals live. One will not attain physical fitness just by changing diets since physical activities that seek to create wellness are necessary (Stocchi and Feo 212). The advantages of the gym are that it encourages and increases physical activities. The gym is important as it leads to losing weight that might expose one to chronic illnesses such as diabetes. In addition, it leads to a better feeling as physical exercises result in the body releasing cheerful substances known as Endorphins (Stocchi and Feo 212). These chemicals normally cooperate with the brain thus lowering pain and a higher split arises. More so, physical exercises improve sleep. Due to excessive working and stressing most individuals are forced to turn and struggle prior to getting a good sleep which in most cases leads to the adoption of sleeping aids and medications so that one can sleep and work well the following day. On the other hand, physical exercise tires the entire body and particularly the muscles but leads to relaxation which encourages sleep (Stocchi and Feo 212).

Physical exercise has an additional benefit of reducing stress and anxiety (Acevedo 7). Sometimes it becomes particularly demanding even to attend gym exercises and for those with weight issues or self-doubts due to the physical appearance physical exercising at the gym might generate some uncomfortable and stressful sensations since it becomes even worse when the environment is characterized by individuals who are diverse (Acevedo 7). However, regardless of all these, the gym is useful in minimizing stress by increasing confidence which results in healthiness. The activities at the gym are very demanding and there is little to no time for thoughts that might be influencing stress and in turn, the activeness will propose a feeling of joy and harmony. The gym also enhances an individual’s self-esteem (Acevedo 8). This is because in the modern society where physical appearance is essential he gym will offer the physical body that one desires by fully committing to working to the utmost. It is when this desires and expectations are meant that the self-esteem and morale will, in turn, be increased thus enabling individuals to achieve even greater things which they thought were not possible.

In summing up, physical exercises are useful for the body and beneficial to health. Regular physical exercises will lead to the relaxation of the body and mental state thus resulting in wellness. Psychological and physical functions are directly connected and one cannot be effective without the other and the gym offers wellness for both. Weight loss is essential in ensuring that certain illnesses such as diabetes are prevented.

Work Cited

Acevedo, Edmund O. The Oxford Handbook of Exercise Psychology. New York: Oxford University Press, 2012. Print.

Stocchi, Vilberto, and Feo P. De. The Role of Physical Exercise in Preventing Disease and Improving the Quality of Life. Milano: Springer Italia, 2007. Print.

Lululemon Athletics

Issues

What strategies are most appropriate for Lululemon Athletics Company to have an edge in a competitive market?

How can Lululemon maintain a positive image of its brand amidst increased threats in the market?

What growth strategies can be adopted by Lululemon Athletics Company given the different challenges in the case?

Analysis

Competition

The clothing market in which Lululemon Athletics operates is very competitive since customers especially women have a variety of products from which to choose from.  This is indicated by the intensified competition in the active-wear category for women’s segment driven by heavy investment by Gap’s Ahtleta and Under Amour, the major competitors for Lululemon.  The firm may be losing its competitive edge because of changing tastes for customers, especially women who are fashion-conscious and might be getting tired of the look and looking for other types of casual wear. The loyalty of women to Lululemon’s products may be shifting to the other providers in the market results to loss of a competitive edge. The competitive edge of the firm in women’s active wear category  of the market which  had been defined by high quality clothing products  for yoga , other athletics and casual wear. For some time, the competitiveness of the firm had been based on the innovative and high quality clothing products that were protected by patents for the design.  The use of reusable bags by the firm with an aim of promoting positive and health living also placed the firm at an advantage place in the market. The strategy of limiting supplies and discouraging customers from waiting product releases and the pricing strategy were also major competitive strategies.  However, the competition presented by Under Armor and Gap’s Athleta by also targeting women requires that Lululemon has competitive strategies that will put it ahead in the market.

Lululemon’s brand image

The image of Lululemon’s brand has largely been positive driven by products with a cult-like following among its customers, but various situations have dented the brand.  The band’s image is built in the firm’s mission that involves creation of components for lives that are longer, healthier and fun.  The focus on the Japanese perception of the company by Wilson was the main driver of initial success among the Japanese investors.  The Ocean persona and Duke persona augured well with female and male customers so that the perception of the firm’s products has been positive. This drew women and men to their respectively categories of the products as they attributed their own experience to the characters presented in these personas. The brands image was therefore, built on innovative and high-quality products with unique and patented designs.  Various occurrences have dented the image of this brand. The questioning of validity of claims and quality of the product by asserting that VitaSea clothing were made of “anti-inflammatory, hydrating, anti-bacterial, detoxifying benefits” and from seaweed were proved to be false which dumped the brand’s reputation.  The recall of 17 % of the black-yoga pants because they were too shear had a negative impact, which was further worsened by the report of women being asked to wear the pants and bend over.   Complaints from customers on yoga tights being susceptible inner thigh fabric pilling led to recall of 300,000 tops due to metal and plastic tips could cause injury to the customers further dented the firm’s brand.  In addition, various controversial statements that Wilson made brought about damaging press coverage like mocking Japanese inability to pronounce the name of the firm and calling extra-large wear as money-loser further destroyed the brand image.  Negative comments about the bodies of some women elicited much criticism from customers.  With such issues being in the domain of the public who makes up the firm’s market , the brand image of the firm might have suffered a great deal .

Growth

By 2015, Lululemon was growing at a high rate, raking in $ 1.8 billion revenue due to high demand of its products.  The women’s wear segment was growing which can be related to this growth.  In the same year, the growth rate for the firm slowed which led to a decrease in earnings per share. The shift in the growth can be related to various problems experienced by the firm relating to quality of the product. While some analysts foresaw a situation where the firm might have enough room for growth for both men and women customer base, others shows shifting loyalty of women customers as a hindrance to this growth. The growth in men customer base may be hindered by men’s reluctance to buy a brand with a strong association with yoga and women customers.  The growth of the company is also complicated by the fact that main competitors, Gap’s Athleta and Under Amor embarked on a growth strategy targeting women customers, the main market segment forming the largest market share for Lululemon. However, the projected growth of the market in cloth retail industry (active-wear market) presents an opportunity for Lululemon to expand and grow its operations.

Recommendations

To gain an edge in a market that is becoming increasingly competitive, especially for the women market segment, Lululemon needs to adjust its products to fit the changing women needs. This involves redesigning the women wear so as to prevent the customers from shifting their attention towards competitors’ new designs. The firm also needs to  change the its approach sp that various products including sports , foot and  casual wears are made of high quality as indicated in packaging. High quality with better designed products will retain the loyalty of both men and women customers and the firm will have a competitive edge over its competitors.

To repair the image of the company’s brand, Lululemon needs to adopt an ethical code which forms a strategy of enhancing the reputation of products offered.  This involves communicating truthful about the product’s quality and function so as to avoid cases of recall and this will maintain a positive view of the firm’s products in the public. There is also a need to observe quality to avoiding confrontations with authorities which can negatively affect the image of the brand in the market.

The active-wear market is expected to grow, as continuation of the 2015 trend. This means that Lululemon needs to expand its reach of the market by including broad line of product designs that serves the changing market demand. As the competitors are focusing on women wear only leaves out an unexploited men wear market segment, Lululemon should offer a product line separate from female wear and exploit that market opportunity. Increased product category will also expand the market segment of female active wear.

 Celebrity & Sports Agents Industry

Managerial accounting plays an important role in financial planning and predicting future performance.  The report indicates that the Celebrity & Sports Agents Industry is at its growth cycle since its contribution to the general economy is increasing and becoming more diversified. Over the coming years, agents are expected to grow as expenditures on entertainment among customers grow. With the increased growth, the client list is constantly growing so that it is including people beyond the musician and acting fields and such as athletes (IBIS World, 2017).  The clients are in great need of agents who will not only embark on management and contract negotiation but also financial planning on their behalf. The clients and the industry are in need of managers with knowledge in managerial accounting so that they can assist in decision making involving cost analysis and budgeting. This is important while the clients are trying to cost their services or products and this include various formulas which have to be followed while not requiring observing the GAAP guidelines and standards.

Reference

IBIS World, (2017).Celebrity & Sports Agents in the US: Market Research Report

SPORT MANAGEMENT – MARKETING

Part 1

The development of sport management and marketing research in the academic field can be traced to the 1980s when the first academic journals appeared. The precursor of research in sports management and marketing involved a general review of the sport with no strong foundation in this field.  The emergence and proliferation of various academic journals represented the beginning of maturity in this discipline. The growing research work placed more emphasis on analyzing sports sponsorship, application of strategic marketing in sport, consumer behavior in relation to sport and even events’ management.  While sport management had largely been discussed since the 1960’s, where attention was paid more on the administration of various sports, research on sport marketing was to catch up later with emergence of the aforementioned journals (International Conference on QQML et. al 2010). The discipline is still relatively young and many scholars have highlighted its remarkable growth over the past few decades.  There are varied perspectives relating to sport management and marketing issues, which can be considered to be an indication or an outcome of the idea that sport management continues to be a young discipline.  The current research is prompted by postmodernism and critical theory so that analytical reflection has focused on the nature of this discipline (Slack & Parent, 2006).  The theoretical framework in this disciplined involves understanding sports management from an organization point of view. This is because organizations forms an all-encompassing part of sport industry and the organization theory knowledge is necessary for those working in the sporting industry (Becker, Bryman, & Ferguson, 2012).

 The foundation of historical analysis of sport management involves a simple revelation of an aspect, personality and phenomenon in the sporting industry which has formed the basis of various researches on sport management and marketing.  This involves various methods that can be used in sport studies including research, analysis, and interpretation of sport management and marketing issues. Studies on sporting management involve a social research that includes a wide philosophical perspective and designing of specific research by the researchers (International Conference on QQML et. al 2010).  The social research can be carried out through various methods which includes qualitative and quantitative methods and mixed-methods research which involves a combination of both the qualitative and quantitative research methods. These methods have been used in the collection of both primary and secondary data while carrying out research on sporting management and marketing from an organizational point of view (Andrew, Pedersen & McEvoy, 2011).  The quantitative method may be chosen because is seen to be realist or positivist and based on the perception that research is done to uncover a reality that already exists which is the work of the researcher. On the other hand, qualitative research can be ignored because it is perceived as being subjectivist. The choice of mixed methods in research may be preferred since it is an inquiry that allows researchers to link qualitative and quantitative data to come up with a common understanding of the problem.

 These methods may involve various challenges which may hinder accurate results for studies being carried by researchers.  In using quantitative method, a challenge may involve utilization of sample sizes that are so small that detection of differences that are significant statistically becomes difficult. Another challenge is that non-random samples that hinder the generalization of effective-size estimates to the related population. Researchers may encounter difficulties in their efforts to capture lived experiences through a social text. A major challenge in mixed –methods research involves the validity, and this refers to difficulties encountered in obtaining findings and making credible inferences (International Conference on QQML et. al 2010).  

Part two

Sport management and marketing is becoming an important aspect of the global economy and drawing a lot of interest from the practitioners and in the academic field. Sport has become an international product or even service whose influence on business has reached a global scale such impacts cannot be ignored.  In the academic front, sport management and marketing is being perceived as a young discipline compared to other major ones such as economics and psychology (Ratten, 2011). Attention is being placed on the particular content areas within the management and marketing of sport such as its development in the global arena which has led to emergence of various organizations in sports management.  One of the major arguments involves the need for creation of more programs and this has inceased the number of researchers in this particular field. Moreover, there is a need for development of standards in the leaning sport management and marketing so as to enhance its future expansion and growth (Ratten, 2011).

 The sport activities are being developed with strategic decisions whose basis is on research and related information.   The sporting organizations are being forced to study what is wanted by the consumer and provide sporting products that will satisfy such wants.  The complex task of providing what is wanted by the consumer depends on the capacity of the organization to manufacture it and then distribute in the market.   A major emerging issue is effective management of various marketing functions and the necessary critical analysis of the sporting market before any decisions are made (Mihai, 2015).

References

Becker, S., Bryman, A., & Ferguson, H. (Eds.). (2012). Understanding research for social policy and social work: themes, methods and approaches. Policy Press.

Slack, T., & Parent, M. M. (2006). Understanding sport organizations: The application of organization theory. Leeds: Human Kinetics.

Andrew, D. P. S., Pedersen, P. M., & McEvoy, C. D. (2011). Research methods and design in sport management. Champaign, IL: Human Kinetics.

International Conference on QQML, Katsirikou, A., Skiadas, C. H., & ASMDA International Society. (2010). Qualitative and quantitative methods in libraries: Theory and applications : proceedings of the International Conference on QQML2009, Chania, Crete, Greece, 26-29 May 2009. Singapore: World Scientific.

Mihai, A. L. (2015). The Sport Marketing Management Model. SEA-Practical Application of Science, (8), 297-303.

Ratten, V. (2011). Practical implications and future research directions for international sports management. Thunderbird international business review, 53(6), 763-770.

            Race Cycles Model

A race cycle model is an approach that attempts to develop on the general growing literature in regard to race politics.  A race cycle approach   is a general proposition that there is an existence of systematic process behind huge dominant ideologies shifts in regard to race in a particular country (Sawyer, 7).  The model depends on the situation that changes the current system to attain an off balance thus allowing racial groups subordination in the particular pattern to develop and collect support from the existing situation’s crisis context.  The fresh ideology then worked itself into the central point thus generating changes thus changing the general nature of racial thus altering the structure of the current racial structure (Sawyer, 8).  Race cycle’s model provides grounds for understanding   the manner in which racial ideology and subordinated individuals agency   change the nature of racial politics. 

Race cycles model is made of five key components as the primary mechanisms and actors.  Based on  race cycles  perspective  racial  politics is influenced  by   the existence  of mechanisms like  regime transformation,  state crisis, critical events  transnational politics  and  racial ideology (Sawyer, 12). To begin with, racial politics transforms by mechanisms such as state crisis or critical events.  This is those events which shock the current system thus leading to instability which can also be regarded as drastic thoughts.  What follows with the occurrence of such district to the established system is the occurrence of racial politics shift.  This results in a consolidation that is grounded on the existing racial pattern shift as they develop in a crisis scenario.  In the context of the model, the third element is the fact that there is an occurrence of transformation that may permit gains possibility for an oppressed minor racial group. However, the changes later stop thus developing   racial situation stagnation.  Within the particular context of  crisis  scenario  the racial transformations  are  applied thus developing a fresh  balance of ideology that  replaces  the dominating  racial  pattern in a  permanent state  but this is open to discussion on the  changes  significance (Sawyer, 14).  Race cycles model that political transformations are bound to rise but the transformations cannot be automatic this takes time.

Race cycles are irregular and hence they do not always lead to the development of racial politics in a lined system. In racial relations, the state that is affected by the mechanism of the critical event is not always the transformation in relation to age (Sawyer, 17).  This is because  critical events  are external  instruments  that shapes  that transform racial politics  in the context of transnational politics  and  states crisis  thus  changing the  contention  landscape.  The survival of a state is not threatened by critical events despite the fact that they capture the attention of the state and that of the public. Critical events may work with the cooperation of other mechanisms like transnational politics and states crisis. Racial politics can be changed by the occurrence of critical events (Sawyer, 19).

For instance, the American cities deindustrialization is one situation of an occurrence of a critical scenario which developed over an expanded time period (Nicole, 1).  O the other hand the occurrence of a currency crisis which resulted  in the rise  of racial  violence in Asia in the year 1999 which is a form of  a critical scenario  that  occurred  overnight. The occurrence of these events resulted in economic transformations. Transformations in the relations of race are at times a non-predicted or non-intended implication of the general restructuring of the economy that presents opportunities as well as limitations for the minority groups.  As the economic production mode changes family relationships shifts as well as the utilization of time.  Several kinds of restructuring such as  economic industry  transition  can results in the creation of fresh opportunities  while the movement of  the economy  like  changing it to  post-Fordism can destroy  opportunities for minority groups because this generally involves  opportunities minimization rather that  expansion (Nicole, 1).

State consolidation is an addition race cycles model mechanism. Racial politics are  generally  and often arena in which increased  society’s directions  anxieties  are  eradicated and thus  state consolidation  as a state’s crisis mechanism follower  tends to transform racial  politics into  normalcy state (Nicole, 1).   Hegemony and power consolidation is a strong desire that is held by the most state.   This mechanism generates a contraction implication that stops most of the benefits that are developed by the marginalized groups during the occurrence of a crisis. The swift and violent of the state consolidation are determined by the threat that is subjected to the State consistency. The need of an emergent regime tends to lead to the generation of equilibrium.  The state can thus declare the issue of race to be completely solved at that moment when a fresh order develops from the chaotic scenario.  Modern  states normally utilize  race as the primary  mode of establishing its general  rationality  and the state of  rationality  in most cases is articulated  in the context  of affirmations regardless of whether the issue of  race  has been solved.  Consolidation as a race cycles mechanism   is more effective in states that are grounded on the authoritarian system (Nicole, 1).

State crisis as a mechanism of race cycles model is usually in the nature of civil wars, states change and foreign wars (JLove, and Runell, 25).  This can be described as an external mechanism which is influences that are generated by the environment and results in the implication of the social living of individuals.  An occurrence of a state’s crisis is any event in which   the state’s sovereignty is jeopardized. State crisis situations usually pose high threats to the general safety of every individual in the state and especially for the minor groups.  In addition, this situation opens increased and sensitive political moments.  In the survival of the state, this increases the requirement of expanding the general support of the corporate in powers consolidation and achieving the stated objectives (JLove, and Rundell, 24).  

In particular, the minority groups are often endangered in the occurrence of violence. When the state is under a certain degree of threats race can thus become the online convenient through the determination of community association (JLove, and Runell, 24).  This case can well be represented by the American World War II.  The war was essential in expanding opportunities and danger to the African Americans as the minority group that had been affected greatly.  In  a similar case  during the  bloody  civil war  that  occurred in central  America, indigenous individuals were exposed  to  violence  as well as  repression despite the  fact that very  few of the indigenous  group's persons were engaged  in  conflicts.  This, therefore, asserts that race can transform to be a proxy which is used in   the judgment of distinguishing the right from the evil, traditional versus modern, communist versus capitalists as soon.  During this period  of crisis,  the minority  racial groups  are utilized as the sacrificial lambs who are  used  to mobilize  and  eliminate  the presence  of dissent.  In Cuba,  there are three different  and significant moments  which  depicts  an important state’s crisis which  developed  opportunities for the black  persons living in Cuba.  These are the independence war, Cuban revolution, and Angolan war.  These crises  were an engagement of the requirement  of mobilizing blacks  behind the projects of the state thus developing important  opportunities  in areas  such as  the economy,  political and social context for the black persons (JLove, and Runell, 25).

In Cuba, there are three different racial politics theories which are Black Nationalism, Marxist exceptionalism, and American exceptionalism. The paradigm of both racial exclusion and inclusion are in existence simultaneously.  These paradigms are developed  by situations that   exist under  which the black individuals  were  included  into the nation of Cuba and by  peculiarities of  racial  ideology in Cuba (Morris, 12).  Cuba has not fully attained racial democracy but it has been involved in more doing to achieve democracy more than any state.  Its major objective is to eradicate racial inequality.

Particularly in Cub, a racial inequality has been a consistent and persistent issue because of political structure and ideological factors were somewhere in existence prior to the revolution while others were generated by the revolution (JLove, and Runell, 23).  The  general  ideology  of  the exemption of Latin Americans  denied the  occurrence of racism  thus  suppressing  blacks agency. This was a significant ground that presented an occurrence of more comprehensive racial reforms before and after the event.  In addition, the unequal education distribution  of the  blacks in the  period of  pre-revolution  and the situation in  poor regions and their general participation in the sugar sector  has a significant  impact on the  general  inequality that  occurred  after the revolution.  During this period of revolution, Marxism ideology  was combined  with  the American Latin  exceptionalism  in limiting the occurrence of reforms which resulting in the proposition of class-based  solutions rather than  the implementation of effective  solutions  which would adequately  eradicate  the issue of  black people’s qualified  racial inequality (JLove, and Runell, 23).

Racial inequality that has occurred in Cuba has mainly been driven by the structural changes in the society and political system. This revolution, therefore, provides grounds for examining the general relation between race as well as class (Morris, 12).  Racial inequality is very present but it is being denied by the individual. Racial politics within the state of Cuba have  followed the paradigm  of retrenchment of the opening  which  has been influenced  by the requirement  of the state in mobilizing  blacks  in  supporting  states project  as well as protection from hostile   factors (Morris, 11).

From race cycles model, we learn that racism establishes itself via different factors such as social class as well as additional cultural differences.  The  concept of  racial  democracy thus helps  in developing a more interactive  system  to  racial  view with the utilization of  the concept  of togetherness.  Racial democracy states that there is no presence of a democratic state that is particular to a single race.  Racial democracy is more of togetherness than the state’s political structure. It is clear that the United States is made up of a segregated model which creates the issue of inclusionary discrimination.   The myth of racial democracy is evident as racial democracy is present in the modern society.  However, its general nature and the potential threats   and benefits are questionable because it is generally rooted in the notion of white’s superiority. Something that we missed is how racial politics can be utilized for the benefit of every group in a nation. 

            Work Cited

JLove, , and Marcella Runell. Love, Race, & Liberation: 'til the White Day Is Done. New York: Love-N-Liberation Press, 2010. Print.

Mark Q. Sawyer. Racial Politics in Post-Revolutionary Cuba. Cambridge University Press, 2005.

Morris, Andrea E. Afro-cuban Identity in Postrevolutionary Novel and Film: Inclusion, Loss, and Cultural Resistance. Lewisburg [Pa.: Bucknell University Press, 2012. Print.

Nicole, Smith. Race Cycles Model and Racial Democracy. 2012. Retrieved from http://www.articlemyriad.com/race-cycles-model-racial-democracy/

Professional Athletes

Introduction

Governments have spent millions of shilling trying to improve and support sporting activities which are one way of bringing it citizens together for a common goal of unity. The creation of stadiums is not an easy task and therefore time and resources have to be invested in order to benefit from this activity. Public funds have been invested in sports and cultural activities in order to enhance the togetherness of the society and eliminate tribal grounds in various countries (Afremow, 2014). For example in the year 2004, Portugal spent almost $800 million on hosting the Euro events. This is a much large figure to invest in a sporting but the benefits are much more than what is invested. It has been established that in case a player engages in unlawful behavior off the field, there is a consequence to be faced by both the member and the club society that member belongs. Whatever players do outside the field reflects back to the club that player belongs to and therefore affects the earning capacity of the club (Lester and gunn, 2013). Having aggressive players influences the minds of their spectators and they might do as the players do and to some extent, this leads to serious issues such as chaos in case they lose the match. These serious activities cause dislikes and like accordingly since not everyone is for the favor of chaos in the society. This in return draws more people out of the clubs activities and therefore any support needed by the club will definitely go down since no one is ready to support the team. These activities bring down the earning capabilities of the team and therefore a decline in revenues.

Players such as one Paul Gallen earlier 2014 was fined by the sporting organization for posting harsh comments on social media regarding his own team. This act was highly condemned by many since it showed how disrespectful the player is to his own team (Afremow, 2014). Certain players have caused their sports team to lose the favor of even winning since motivation is very crucial when it comes to being successful. Many players especially the male players have even being convicted of committing a felony such as a dog fight, drug abuse, violence at their homes, and to some extent murder. All these activities pull away from both the sponsors and the general public away as they try to reduce their reputation from being tarnished by these irresponsible players. In the case of sponsors pulling out their support for any professional team, the professional team has to find another source to continue funding their activities and this in return brings down the earning capacity of the team as they start running on debts and which eventually could lead to the downfall of the team (Abrams, 2010). Various rules and regulations have been put forward to control the players in order to keep them out of trouble even by the club owners as a strategy to stay in the favor of the society. No one is willing to engage with a violent individual and therefore these stipulated laws have leveled the off-field activities of each team player for the success of the professional teams.

Literature overview

Articles have been published on the violence individuals or the families of the professional players are subjected to by these brutal players. The cause of this brutality involving mostly the basketballers is yet to be determined but it is closely associated with the masculine in their body which might trigger aggressiveness among whoever they associate with (Afremow, 2014). However, the National Football League (NFL) has outlined the necessary measure to be taken against the athletes who misbehave or cause harm to citizens whether in the field or off the field. Professional clubs are likely to gain from the rules and regulations put forward to curb the behaviors of these athletes and therefore earn the club revenue. Fines have been introduced by the club managers and the federation in order to punish any player who breaches the contract knowing or unknowingly as long as they are clearly stipulated in the rules of the organizations. In most cases what the club is fined by the organization is much more than what it has suffered from the offender. This is so since the federation wants its players to be responsible for what they do off the field and on the field. Clubs are known to influence their team members by ranking each individual without consideration that for a team to work, members should be recognized. This action triggers hatred and the urge to revenge (Abrams, 2010). In such a case, the revenge will mostly be done to those who are close to the individual thereby increasing the chances for the loved ones being hurt by these athletes. Club owners should influence the activities of the team members in order to prevent the club from being fined for an individual misbehavior. Professional clubs depends on funds more for the regular trips and matches internationally making it a challenge not to get the necessary revenue needed to fund their projects.

Picture of the model

Playing professionally means being paid to play while the audience watches since they have paid to be there and the performance is all about the audience, not the players. Considering this immediate definition, professional athletes should always adhere to the rules in place to avoid any disciplinary act against them since it reduces the need for the spectators to gather and agree to pay for the same activity (Bourg and Gouguet, 2010). Being chosen by the audience to entertain them should always be of priority so as to gain more funds for them and the club itself. In the early 1990s, a professional player by the name Baltimore was punished severely by the court and the national football league due to his disrespectful acts of punching his wife while they were in an elevator. Baltimore never thought that such an act could be the end of his career as a professional athlete. Similar acts have been happening all over the world where the athletes fight their spouses and family members with no action taken against them since this might bring down the reputation of their companies. Off-field acts have been one of the major causes of downfall in major companies and athletic agents have had a rough time trying to manage their clients to remain in good behaviors (Noll and Zimbalist, 2011). Mark, a philosopher in sports who has written a book “Aretism”, wrote that aggression off-field is highly caused by the aggression these athletes are subjected to during the matches. Taking out anger during sports can be very detrimental than taking the anger out on objects.

The cheering for aggression during a match is mostly the highest contributor of off-field issues caused by being aggressive even to minor issues which can be solved within no time. It is said that when one views aggression he/she leads to increased aggression. It is most certainly true since the height at which individuals are engaging in this irresponsible behavior is quite alarming leading to the loss in terms of revenue collection. Sports organizations depend on membership funds to support their activities. When these membership funds are withdrawn, the sports organization have to find alternative means which can even mean selling their assets and also their players in order to sustain their activities. Funding the programs required in the professional sporting is very expensive and without support from the fans and other willing sponsors might present challenges (Bourg and Gouguet, 2010). Event fees are mostly used by the sporting clubs to run the events organized by the clubs as a way of reducing the expenditures. These events such as the fixtures, the tournaments, and championships are used to create revenue for the sporting organization. The off fields activities done by the professional players could highly affect the continued support for the sporting organization.

Hypothesis

There is a significant relationship between off-field crime and the performance including the income for the sporting organization. When professional players are found guilty of committing crimes, they receive penalties which include jail terms thereby affecting the performance of the sporting club. This jail terms or convictions could ruin the earning capability of the leagues and therefore the longer they keep out of trouble, the better for the league to earn more income. Government grants will also be withdrawn since there will be a crisis created by individuals who commit crimes leaving the government with no choice but to cut short the funding (Bourg and Gouguet, 2010). The areas where such professional players who commit crimes go to practice and showcase their winning capability will also lose more spectators. With this actions and responses from the society, the league will have no choice but terminate the activities of the player.

The relationship between the types of crimes and the performance is much significant. Cleveland had been caught with a crime of driving while under the influence of drugs. This crime was even published in the Newspapers and this means that the reputation of this player was ruined by the single arrest and the publication of it. Many people tend to consider the behaviors of each individual when it comes to risking their money by purchasing tickets for such a league (Bourg and Gouguet, 2010). This activity leads to low turnout in terms of spectators who are willing to watch or have a good time while watching. Such responses lead to the lack of funds and therefore less income for that period. Certain crimes do not lead to jailing or publication such as what Toronto did in the year 2015. Toronto committed a criminal offense by driving under influence but the matter did not reach the media but in case the matter was reported to the media personalities there would have been adverse implications to the league he belongs. The leagues depend on the behaviors of its members and if they uphold good behavior while off-field, this could bring more revenue to the company, therefore.

Crimes committed in a large public number create an impact in the minds of the spectators. Committing a crime before the public leads to dislike as many condemn the act which shows how undermined the general public is viewed by the professional players. Los Angeles suffered a blow when the crimes of drug abuse were publicized. Drug abuse is one of the crimes that most of the professional leagues and players are suffering today (Hallmann and Petry, 2013). Using drugs has been condemned in every sport and therefore the level of punishment suffered by the leagues leads to even being disbanded. It is a criminal offense to use any kind pf drug either in or off the field as this could lead to violence if the drugs backfire on the individuals.

Methodology

The methodology applied in this research is publication research as the major process including historical data collection. There has been a lot of publication involving the behaviors of the professional leagues which most say has left a gap in the society. Having a professional league retaining a murderer seems so harsh for the society to take in and let go. A major writer had written about how there were injustices conducted on the general public involving the professional athletes and sporting clubs but no action had been taken even by the government. This can partly be associated with the fact that the government had invested a lot in the leagues and was not ready to surrender its pride for the sake of rescuing humanity from this horrible deaths and mistreatment (Noll and Zimbalist, 2011). The data combines all the details regarding the sporting leagues and the behaviors which have led to the imprisonment of the individuals involved. This is as a result of the publication by the media on how the society was being misled by the individuals involved in these actions. The media had taken a step forward by allowing the general society has the knowing about what was happening around them. The published actions caused the leagues perform poorly as no one was ready to spend on anything that seemed a waste of time. The perception about the professional leagues almost loosed market as no contributions were made towards the leagues in question.

Results

Most of the leagues that had crime issues seemed to perform poorly as a result of withdrawal and lack of players in the pitch as most were serving jail terms. Such acts reduced the earning capabilities as most had to struggle and find resources to replace the lost through court orders and bails. Companies that survive on debts and loans are more likely to perform poorly as they lack the necessary resources to enhance their tournaments and other important events. According to the data collected, most leagues have been reported to engage in off-field misconduct which has led to ineffective performances and dropping in ranks for the same reason (Bourg and Gouguet, 2010). Having a clear reputation contributes to the success of the league and when this is not the case, losses will be inevitable and therefore there will be less performance.

Conclusion

The number of leagues involved in off-field misbehavior is large and therefore this shows that a high number of individuals does not respect the already in place rules. There should be respect amongst the leagues whether during a performance or outside a performance. Funding irresponsible leagues can be a risky act and therefore the higher the number of cases the lower the number of individuals willing to sacrifice their money for the league's support. Quality performance of the leagues depends on the effectiveness of the members and when there are criminal activities against the league there is less income for the same team.       

References

Abrams, R. I. (2010). Sports justice: The law & the business of sports. Boston, Mass:        Northeastern University Press.

Afremow, J. (2014). The Champion's Mind: How Great Athletes Think, Train, and Thrive.

Lester, D., & Gunn, J. F. (2013). Suicide in professional and amateur athletes: Incidence, risk     factors, and prevention.

Bourg, J.-F., & Gouguet, J.-J. (2010). The political economy of professional sport. Cheltenham,   UK: Edward Elgar.

Noll, R. G., & Zimbalist, A. S. (2011). Sports, jobs, and taxes: The economic impact of sports      teams and stadiums. Washington D.C: Brookings Institution Press.

Hallmann, K., & Petry, K. (2013). Comparative Sport Development: Systems, Participation and Public Policy. New York, NY: Imprint: Springer.

HIGH SCHOOL VARSITY TRACK TEAM

Outdoor Activity: Athletics and fitness

The mission of our varsity track team is providing opportunities for educating all students from all backgrounds in physical fitness, socialization, and character development via athletic program which enhances discipline, sportsmanship, and teamwork. This in return improves students; physical fitness level as well as overall health through increasing their opportunities in all physical activities despite of athletic ability (Klein et al 94). Because of these considerations, my ultimate goal was to engage in a mix of various before-school and after-school activities including traditional and/or non-traditional sports and fitness activities. With this in mind, my objective was to grow to be healthy, cooperative, motivated, active, and positive student for life.

Additionally, since my team collaborates with community and other school partnerships, I aimed to be part of those who engage in developing and maintaining inter-scholastic sports leagues as well as arts program. Furthermore, my intention was to get quick and easy access to high quality programming education aimed at improving my values of fairness, cooperation and respect.   

On the other hand, since out team engages in various outdoor activities for instance soccer, volleyball, badminton, weight training, and so on, my first step was to choose the sport in which I feel I’m much conversant with or which I will enjoy participating in (Klein et al 95). Conversely, in choosing it, I will be preparing in advance so as to be ready or well prepared to sweat and have fun and in no time to be the track star of my team.  Either way, I was to make sure my track experience was to remain fun to my teammates and our coach as far as these recreational activities is concerned.

Work cited

Klein, Jennifer, and Omid Gohari. University of Pennsylvania: Philadelphia, Pennsylvania. Pittsburgh, Pa: College Prowler, 2005. Print.

Marketing on Academy Sports and Outdoors

1. SITUATION ANALYSIS

Business/ Environment Context

Academy Sports and Outdoors goods  are going through dynamic and significant  growth  by   adding  twenty fresh stores every year  for a period of over  five years and  will thus eventually  lead to  having  more than 400 stores.  Marketing is, therefore, essential for the corporation’s success as well as the future generation of profit.  The corporation offers   quality and affordable goods which make this favorable for the current market segment.  There is a need of developing goods and services that meet the needs of generation X and millennial as they are the major buyers of sports goods. Academy shops and outdoor offers sophisticated strategies in enhancing the general satisfaction of the consumers. The requirement for academy sports and outdoor goods is clarified and validated by the existing information on their general long-term value to the users. There is a direct connection between sporting and outdoor academy goods with the youths.  Based on research it is indicated that sporting and outdoor activities are associated with numerous benefits to individuals and especially the two generations of millennial and X generation. The e-commerce marketing of the corporation cannot be termed as the best and therefore there is a need for developing strategic directions on how it should successful market academy and outdoor goods to the millennial and the X generation. In purchase trends, changes millennial are the leading changes (Swayne, 2011). This, therefore, raises the necessity of utilizing strategic approaches in marketing as more products will be available in the market.

Corporate Description

Mission and Vision Statement, Strategic Intent

The academy  sports  and outdoor  corporation’s vision  is to become a  premier  sports and outdoor  as well as  a lifestyle store  by  adopting continuously the changing trends and  necessitates of consumers.  The mission of the corporation is divided into three different parts.  The first section deals with dealing  unique and supreme  shopping experience to the corporations  consumers  through the provision of convenience,  offering a  wider  selection of quality products, delivering  consumer  services that are exceptional and  selling goods  at lower prices each day without fail.  The second part knows the corporate’s consumers.  Clients are the first priority of the corporation as it strives in ensuring that it becomes the retail destination that the consumers can fully trust (Academy, 2016).  Lastly, the stores wish to  respect  their associates through developing  opportunities  for  individual  growth  as well as career  development and  promote teamwork simultaneously  in a joyful  and rewarding working surrounding.

Corporate Plan

Academy sports and outdoors is categorized among the largest national outdoor and sporting stores. The funds owning advisory of the stores is done by KKR & Co. L.P in collaboration  with  KKR affiliates which is a  leading internal  firm  that  is grounded on  investment and n it is   directed by president Symancyk J.K. Before the year 2011 August the corporation was owned by the family of Gochman and the director and CEO was Gochman David. The corporation was founded by Gochman Max who is the grandfather of David seventy-five years ago. The corporation was started as a tire Academy shop in Texas, San Antonio in the year 1938 (Academy, 2016). After a few years of operation, the founder started providing military surplus and the evolution has continuously evolved with time to the existing status which is a premier outdoor, sports and lifestyle retailer. The store is characterized by high-quality fishing, hunting, camping, and gearing as well as leisure and sports products like footwear, apparel and much more.  The last few decades have characterized the corporation with adverse changes as compared to its humble beginning.  In particular 2004, sales amounted to  over  one billion  dollars and  in  2007 the sales totaled  to  two full billion  dollars and   this  increased in  2012 up to   three billion  dollars. The annual sales today are over 4.6 billion dollars. The corporation has more than three hundred stores that are situated in different states (Academy, 2016).

Long-Term Goals

The corporation’s stores are concentrated in few states which raise the need for expanding its locations to more states.  In the last few years, sales have been striping and this, therefore, necessitates the corporation to develop its manufacturing capabilities.  The corporation wants to increase its general sale in all the sales, maximize the generation of profit and improve its manufacturing abilities (Academy, 2016).

Academy sports and outdoor is generally committed to giving back to   the society through making local programs   conservation.  Eventually, the corporation wishes to   create and funds its individualized surrounding programs. The plan will, therefore, demonstrates the intentions of   academy sports and outdoor stores in   developing fresh products, expanding their general distribution, get into the new markets as well as give back to the community that surrounds its general stores.  The store additional wants to be the leading marketer and producer of casual and personalized clothing for the consumers who are highly interested in academy sports and activities that are done in the outdoor and especially the X generation and the Millennial who are the major consumers. In addition, the corporation  wants to be leading in developing clothing  unique messages, trendy  attires, and colors and well as a high-quality following  among  the consumers  who are  between the  ages  of  10 to 35.  Academy sports and outdoor stores want to be an inspiration to individuals of getting outdoors in an often period and get the chances of enjoying with their friends as well as family. The corporation strives in designing programs that are objected mainly at preserving the environment.

In the next five years, the corporation aims at achieving several goals as follows. First, the corporation wants to add 20 more stalls annually which will total to more than 400 total stores after the five year period.

Non-Financial Goals

The corporation is also striving to increase its sales by at least 14 % and 20% to the millennial and the X generation respectively. This will help in maximizing the general profit that the corporation develops without fail.  The corporation wants to achieve this through developing strategic marketing strategies to the two groups as well as to the entire group of its consumers (Academy, 2016).

1. Develop two fresh and unique product lines with customized logos as well as luggage that are characterized by lightness.
2. Enter into fresh geographic markets that will include the states located in mid-Atlantic and those that are in the southwest direction.

• Develop internet locations that are efficient in order to maintain well-developed associations with the store's relations through effective communication.

1. Develop a corporate own program that is based on conservation  which will be purposed  for  helping the   surrounding communities to  raise  funds that will help to purchase more open space for  retailing.

Financial Goals

1. The corporation wants to obtain more finances  in  order to develop  its  manufacturing   abilities,  develop  distribution  and  create  two fresh product lines.
2. Develop higher revenue by at least 45% every year

• Make community donations of at least 20, 000 dollars every year to conservation programs.

Strategic objectives include:

1. Creating increased consumer satisfaction as demonstrated by the development of consumer recommendations
2. Obtaining a much higher consumer input into the sourcing which will be demonstrated by the participation in the advisory teams.

Distribution Description

Distribution is conducted in retail and online supply. Academy’s merchandise planning is characterized by fashion, staple, seasonal and convenience. Its location is basically a shopping center. This can be described as a strategic location mainly because there are no other sporting and outdoor stores that surround it.  The location of the stores offers many conveniences to the consumers as it can be accessed easily.

The merchandise begins with the manufacturing process. From this point, the academy is able to purchase the product and it is then shipped to the distribution location. The merchandise is then distributed and then transported to the different stores to be retailed for the consumers to purchase from there.  The distribution centers for the corporation are still growing, currently, they are at 1.4 million feet square and they generally utilize state of art equipment as well as technology.

The store’s layout personality is very organized and very attractive to the target consumers.  This is mainly because the merchandise of the stores is neatly and well organized and with helpful and caring employees the services are efficient. 

Competitive Analysis

The sports and outdoor retail goods industry make annual sales of approximately more than 5 billion dollars which range from equipment as well as clothing.  The outdoor and sporting attire industry is characterized by numerous enters.  Much competition is offered by corporations such as timberland, pentagon, Cabello’s, Bass shops, REI among other recognized firms that offer similar products.  There are other smaller stores that offer  athletic sporting clothes  for  the female gender  as well as Ragged mountain which is  recognized  for offering  fleece  clothes  for skiers and the hiking consumers which  grab a share of the market segment.  The industry’s outlook generally and particularly for academy sports and outdoor stores can be described as a positive one based on several rationales.  First is based on the fact that the customers of the products are continuously taking part and investing in recreational programs in the communities. The second reason is that consumers are mainly trying to establish ways in which they can generate much enjoyment with the loved one without spending much. Lastly, since the consumers are slowly gaining confidence in the current economy they are willing and hold the capability of spending more.

While all the corporations that have been listed above can be considered as major competitors there is none that offers the kind of trend, quality and practical goods like those offered by Academy sporting and outdoor. In addition, there is none that  aims at providing  the customized  slogans  and  symbols that the Academy  plans in providing  in the  close future in the market. In addition, most of the competitors offer products that are manufactured from high tech fabrics. In the exception of  sporting  jackets academy’s sporting attires are  developed from  the  greatest  quality of cotton which makes it flexible to wear during  sports and outdoor  operations.  Finally, the academy’s products are characterized by lower prices thus ensuring that they are much affordable in more quantities (Swayne, 2011).

Pricing Overview

For example, the Academy’s stores sell T-shirts sells ranges from 15.99 dollars and the competing T-shirts by some firms is sold at 29.99 dollars.  This, therefore, makes it easier for the consumers to replace their products in different seasons by picking the freshest trend and color without the hustle of giving many thoughts to purchases.

Based on  the recent survey conducted by the corporation it was established that individuals  especially those between the age of 15 and 30 prefers to  replace their sporting  attires and outdoor equipment’s more often as compared to other kinds of clothes (Weiner, 2016).  With this, the pricing of academy sporting attracts the interests of these consumers even more. Additionally the trend towards developing healthy and mindful activities and the general concern that regards the environment continuous as consumers are able to relate to the Academy’s philosophy of sustainability development and social contributions (Weiner, 2016).

Consumer Analysis

The major target market of academy sports is basically active persons who participate in different popular sports and outdoor activities.   A 14-year-old  individual  who  is highly interested in  obtaining the  most suitable  sporting equipment’s in order  to train  and   get ready in participating  in sports such as soccer can be regarded as the perfect description  of the  academy’s stores target market.  In the context of demographics teens and youths are specifically attracted to the products offered by the store. In the context of psychographics, athletes are more attracted to the store (Weiner, 2016). The stores are geographically located in places were sporting and outdoor programs are popular. The store has a competitive advantage   as it sells more stuff at more reduced prices that   all persons can afford.  This advantage can work for the millennial and X generation mainly because they are more attracted by quality, trendy and affordable product.  In addition, these are the groups that participate mostly in sporting and outdoor activities. The Academy mainly targets active consumer’s people who are highly interested in fishing, hiking, sporting, riding and similar activities. In other words, individuals who love to engage in activities that are not indoors.  This, therefore, means that the target is not mainly for those that are expertise in this field that they are involved but they are highly motivated and happy doing the outdoor activities (Weiner, 2016).

The active consumers are a representation of the demographic groups of efficient and educated individuals who might be single married or raising their particular families.  Their general income in this context of individuals between the age of 25 and 45 is from 45, 000 dollars up to 120,000 dollars annually (Weiner, 2016).   In this despite the comfortable incomes the consumers are highly conscious in regard to prices and thy additional look for value in the products that they buy.  Regardless of the ages these individuals’ lives in active lifestyles based on the changing trends and needs of activeness.  The individuals are oriented on status but not in general.  Despite the fact that this particular demography loves to be linked with high-quality brands they are never willing to pay a higher premium in attaining certain products.  Most consumers of the Academy’s products are mainly based in the United States southern part, California, and neighboring states. However, the primary future goal of the corporation is to target customers who are located   in the middle states in the Atlantic middle states as well as those from the southwest regions (Weiner, 2016).

1. PROBLEMS AND OPPORTUNITIES

SWOT Analysis

The operating and marketing surrounding of Academy’s sporting is a representation of interesting opportunities. The structure of cost can be described as dynamic this is mainly because corporations in the market are faced with a rapidly increasing products demand for sporting and outdoor products and activities (Swayne, 2011). The academy sports and outdoors corporation SWOT analysis provides a strategic analysis of the operations and the general business which can help in generating a competitive advantage.

Strengths

In the recent three years, the corporation has been able to build loyal consumers which are indicated by   an increase in the generated finances.  The corporation has an effective financial management that helps in allocation of the general funds.  This has resulted in reduced labor thus increasing the profit margin as well as the generated revenue.  The domestic market for the corporation is very high which out plays the competitors based on the current sales networks and distributions channels (Academy, 2016).

Weaknesses

As the corporation plans on expansion and getting into fresh markets it is advisable that it makes consideration of the cost structure of the development as well as future profitability.  This will, therefore, require the firm to gain protection against the failure of establishing a scope in business (Academy, 2016).

Opportunities

In attaining competitive advantage in the fresh markets require the incorporation of capable strategies. The corporations have the opportunity of developing better relationships with the all the retailers, suppliers as well as the consumers which will help in thwarting the general competition (Academy, 2016).

Threats

As the corporation makes plans in  entering  to  more fresh markets, developing new products and increasing their  e-commerce sales  the  management will  be subjected to  increased competitions threats and these products  and services  may be duplicated easily (Academy, 2016).

III.    STRATEGIC PLANNING: THE BASIC DECISIONS

Marketing objectives are divided into four parts. That is promotional, profitability community relations and consumer based market objectives.  The corporation strives on increasing online advertise and television advertisements by 10%, in addition, the corporation also wants to develop sales by 10% per year (Academy, 2016).  Through developing sales by 10%, the profit is bound to increase at the same rate. In developing community-based relations the corporations aims at developing community awareness programs of the benefits through the creation of events.  In the context of produce marketing objectives, the corporation aims at manufacturing product that is characterized by new logos and mottos based on the selected sport as well as activity (Academy, 2016).

Positioning and Branding

Academy sports and outdoor product are mainly associated with   quality, quality package, and affordability.  Increasing the number of stores and the introduction of slogans is additionally positioned in the thoughts of the products consumers with the same aspects well incorporated.  The products are trusted with the leading quality with a good feel (Weiner, 2016).  The existing efforts in developing and position products for the millennial and X generation are focused on attracting more active consumers.  The corporation, therefore, wants this set of the market to understand the products as a benefit that they are all required to have.  This will help in benefiting from the current changing trends in the industry of sports.  It is, therefore, important that the corporation evolves through the adoption of a different positioning strategy.  The company should, therefore, work in ensuring that the consumers fully understand that the products are long lasting and that with the accompanying strength it is easy to achieve greater heights. With this target market, a packaging and quality positioning may work in developing success (Graham, Goldblatt, Neirotti, & Graham, 2001).

Branding and Identification

Academy sports and outdoor stores hold great advantage in the sports competitive field and its dominating history has resulted in an increase in all the products visibility. In the context of brand awareness the corporation currently holds a favorable position as it is the most recognized as it is currently dominating the market.  The brand image is favorable as people view the corporation as a superior firm that is characterized by success (Weiner, 2016).

Brand loyalty is a very important aspect when developing an organization or when aspiring to develop sales (Weiner, 2016).  The corporation must, therefore, ensure efficiency of all the added stores in order to attain consumer satisfaction easily.  Through developing the performance of the stalls this will work in ensuring that products are purchased repeatedly.

1. MARKETING MIX OBJECTIVES, STRATEGIES, AND TACTICS

The following is a presentation of detail to the projected marketing mix for the Academy sports and outdoors products.

Product Strategy

Academy sports and outdoor stores currently provide a high-quality line outdoor attires and equipment. This general includes jackets, t-shirt, caps fishing, hunting as well as camping equipment’s and not forgetting leisure and recreation products such as attires and footwear.  The firm is expected to make research of items names and popular colors to ensure that their consumers enjoy the services in general (Weiner, 2016).  Over the period time of the five years, the corporation's plan on expanding the stores to over 400 and develop fresh product lines with customized styles.  Consumers will be allowed to select a symbol that depicts their sports or activity.  With this, a slogan can be added to match the provided logo.  When starting there will be   an addition of ten slogans and logos and the addition will be done with time.  For instance, for a baseball participant, the cap for a cyclist can hold the slogan ‘’ Spinning it’’.  This will mean that some slogans will be gotten rid with the introduction of fresh ones. This strategy will help in ensuring that the concepts are fresh and thus hinders the concept from becoming diluted by the numerous variations (Weiner, 2016). The second plan of expanding the stores and the product line is through offering items that are characterized by lighter weights. This can be generated in trendy colors, quality, and selection of logos and slogans.

Distribution Strategy

Currently, Academy sports and outdoors does its marketing via local as well as regional expertise as the retails shops are scattered across different states.  The e-commerce of the corporation is not the best so far and the products have not yet been distributed via attire chains and national sporting goods.  The sale of the retails shops are mainly determined by climates as well as seasons.  Outdoor and leisure attires and equipment are sold more during warm weathers as compared to the cold seasons (Weiner, 2016).  The   industry trends are acquired by the corporation from distinct retails outlets and geographic locations. In the next five years, the corporation aims at distributing its products throughout the nation through increasing its stores. The determination of whether selling through national chains   has not ben established yet.  The corporation plans on developing sales through the utilization of retails stores. Regardless of this plan, the corporation aims   at building stronger relationships with all the channel members of the distributions.

Promotional Strategy

Academy sports and outdoor stores communicate to all its consumers and retailers in regard to product through the utilization of different forms.  This includes Personal selling, Advertising, Sales promotion, packaging as well as direct marketing. These promotional efforts are additionally based on ensuring that the corporation’s products are differentiated from those of the competitors (SB-Wire, 2013).

Personal selling is the strategy that the corporation relies on when connecting with the retailers which help in establishing their products in the retailer’s stores.  This helps in conveying product awareness and develops better relationships. Sales promotion is done to attract more retailers and consumers and increase awareness of the products.  Packaging is done effectively which helps in conveying the products message as well as the increased awareness (SB-Wire, 2013).

Price Strategy

As discussed earlier, the corporation’s products are priced affordably with competition   as a priority.  The firm is not mainly centered with developing high prices in regard to prestige and it is neither centered on offsetting low prices in order to increase its sales quantities (SB-Wire, 2013).  Value pricing for the corporation is mainly done in order to ensure that the consumers are comfortable purchasing fresh clothes and equipment’s to replace the ones they had even if they are doing it because they love the new colors.  The pricing strategy makes the product favorable (Morgan, & Summers, 2005). The customized goods will range from two dollars as compared to regular logo clothing and equipment.  This will work to ensure that they are priced in a competitive way which will work to provide better value against the competition.

Academy sporting and outdoor corporation intend on continuing operations into the future that is foreseeable and it has no plans of exiting the current market.  As presented in the plan the corporation’s anticipates on developing its general presence throughout the market by increasing its stores by 20 every year in the period of five years.  Currently, the corporation has no plans of merging with a different corporation or else to develop public stocks (SB-Wire, 2013).

            References

Academy. (2016). Academy Sports + Outdoors. Retrieved from http://www.academy.com/

Graham, S., Goldblatt, J. J., Neirotti, L. D., & Graham, S. (2001). The ultimate guide to sports marketing. New York: McGraw-Hill.

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