The report is related to the event such as beach volleyball in Maldives. This event will provide with an opportunity into the sports and it promotes it further into Maldives. It is an opportunity to continue with excellent progress that has been made in past two years and it also develops the sports with support from the fans along with helps the players of beach volleyball to gain of more experiences. It is a tournament with selling of tickets perhaps free at the first round which helps to address assignment requirements. The beach along with sea helps to attract of the tourists. Maldives is hold of beach tournament as well as beach volleyball event for the schools.
This particular study analyzes the purpose, mission and vision of the marketing plan of beach volleyball. The event is aimed for more than business as well as profit and it promotes of beach volleyball practice. The report is focused on the marketing plan to achieve of event’s goals. The simple action plan creates to keep the company on the track for start-up of the business. This paper also focuses on marketing plan of the event based on marketing objectives. SWOT analysis is done to analyse the situation of the beach volleyball event in Maldives.
The event name is “Inter-school beach volleyball tournament”. The aim of this event is to train the kids to get fit as well as learn the beach volleyball skills as well as techniques. Throughout the event, the students are received of training on the beaches volleyball with development of training exercise as well as games. The purpose of this beach volleyball event is to promote this event at any level. It attracts the site audiences and engages the spectators. It increases of media exposure and also value of this particular event (Masterman 2014). The event encourages besides inspires each one to engage with the beach volleyball event.
The vision of the event is: “To be premier volleyball association in Maldives”. Beach volleyball is a participant oriented sports that is provided with quality experiences to all those who are involved into the event. They are participated in through the person’s lifetime and also provided everyone with an opportunity to learn various techniques of playing volleyball. This sports is involved with stronger values of community collaboration besides communication. It is playing a key role into the educational purposes. This event is oriented towards achievement of excellence proper to abilities and also desires of the participants.
The mission statement of beach volleyball event is: “To provide with services that create quality opportunities for growth, development and enjoyment of the volleyball in Maldives”. The Maldives volleyball is promoted and developed of sports as the human endeavour are wished to participate into the sports. It is being achieved through development of partnerships, offers of educational opportunities and also provision of leadership and ensured that each participants are able to pursue excellence to abilities and also desires.
The theme of this event is “Energy of Asia”, where its design is told that the theme will radiate through the world. There is also multi-coloured art design symbolized with multi-national culture as well as nature of Maldives. The selected theme of this event will increase involvement of the community into the volleyball and develop this sport in Maldives in effective as well as efficient framework.
The size of this event is such that around 10,000 people are come to attend the event. Most of them are school students, athletics and those who are interested into the sports mainly volleyball. Most of the tourists are attracted to the event as it is conducted at the beach side, therefore most of people are interested to participate and come to this event.
The timing of this event is every morning and time at around, 10 am. The event will start from 12th August, 2018. It will continue up to 3 days.
The stakeholders those are involved into the event are:
The marketing objectives of this event are as follows:
Mission of this event is to provide with services that create quality opportunities for growth, development and enjoyment of the volleyball in Maldives. The Maldives volleyball is promoted and developed of sports as the human endeavour are wished to participate into the sports.
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Description |
MVR |
|
|
Salaries and Benefits |
2000 |
|
|
Head Court Coach |
1,000 |
|
|
Asst Court Coach #1 |
700 |
|
|
Asst Court Coach #2 |
600 |
|
|
Head Sand Coach |
500 |
|
|
Asst Sand Coach |
500 |
|
|
VB Operations Support (Manager or Clerical) |
500 |
|
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Fringe Benefits for FTE (25%) |
425 |
|
|
Total Salaries & Benefits |
$4,225 |
|
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Increase Due to Beach Volleyball |
||
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Operating Expenditures |
||
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Equipment, Uniforms, Balls |
15000 |
|
|
Team Travel (4 Away Two-day events/2 single day) |
4000 |
|
|
Hotels |
300 |
|
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Buses |
200 |
|
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Airfare |
6000 |
|
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Per Diem |
2000 |
|
|
Telephones |
900 |
|
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Miscellaneous |
1000 |
|
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Entry Fees/Guarantees |
100 |
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Total Operating Costs |
14500 |
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|
Recruiting |
||
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Recruiting Costs |
2000 |
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Total Recruiting Costs |
2000 |
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Scholarships |
||
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Scholarship Costs |
700 |
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Total Scholarship Costs |
700 |
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Administrative Costs |
||
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Insurance/Claims |
2000 |
|
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Officials |
700 |
|
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Sports Information |
600 |
|
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Facility Maintenance |
600 |
|
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Total Administrative Costs |
3900 |
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Strengths |
Weaknesses |
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· Coming off the best season into program history with stronger community support · Growing into the volleyball brand · Stronger relationships with the donor |
· There is suddenly decrease into the student’s attendance · There is poor student ticket tracking |
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Opportunities |
Threats |
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· The students are received of training on the beaches volleyball with development of training exercise as well as games. · The students are willed to engage into the campus and off to grow of the engagement of fan. |
· There are many competitions in the sports on campus for the fan loyalty. · There are many conflicting events on the campus. |
Demographics Segmentation: Based on gender, most of targeted customers are female and age is between 18-24 years. The marital status is not married. Its ethnicity is white.
Geographic segmentation: Most of people are from Maldives as they are interested into the sports mainly beach volleyball.
Psychographic segmentation: It is related to sense of belongings and nostalgia those can quantify the emotional connections that the fan can interested into sports and entertainments.
Behavioural segmentation: The sports participation behaviour is related to active participation into the sports which are measured based on level of interest of participants into the sports events.
The beach side volleyball event has significant growth into the market due to sports industry has reached to 73.5 billion by the year 2019.
PEST analysis
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Factors |
Description |
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Political |
This event will strengthen status of government of Maldives as they will win this type of event will show economic strength besides developed stage of the country (de Almeida, Vlastuin and Júnior 2016). |
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Economic |
The beach volleyball event will affect the economy as whole as it adds on to the tourism and different job opportunities. |
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Social |
The social impact of this event is that volleyball is not much as economical along with technological. It is provided with inhabitants of the identity as well as recognition to associate with hi-tech city of the world (Fairley et al. 2016). |
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Technological |
There will become rise into social media, higher technology used to make the event successful. |
The unique selling position of this event is digital channels such as use of social media marketing to promote the event among the target audiences.
The value proposition of the particular volleyball events is that it provides the motivated volleyball players with ability to play competitive level year around (Raybould et al. 2015). The goal of this event is to produce the players with capability to become successful into the game.
Marketing mix model such as product, price, place and promotion is applied to the beach volleyball event which helps to determine global marketing approach.
Product: Beach volleyball is such an intangible product that is consisted of various elements whenever and if in congruity, frame an effective sport occasion satisfying the desires for observers, supporters, partners and members (Fink 2015). The nature of this product, Beach Volleyball event is the center of all the marketing efforts.
Price: The vast majority of the Beach Volleyball competitions, particularly in their first releases are free of cost for the spectators. This permits pulling in additionally open that may not yet know they are keen on Beach Volleyball (Li, Scott and Dittmore 2018). A few nations are not acquainted with pay an extra charge, and if an extra charge is put, it ought to be constantly settled all together not to endanger spectators` participation.
Place: The event is held outside in great areas in both beach and city settings. A Beach Volleyball occasion will rely upon regularity because of climate conditions, in this way requiring a drawn out correspondence around the occasion all through the low season of Beach Volleyball (winter time) to keep up the promotion about it.
Promotion: The strategy used to promote the event is based on the media channels, advertising for reaching the target market to promote the event. Other channels used are Facebook (Ambat et al. 2017).
Facebook is used as social media channel to promote the event among the participants and target audiences. While as traditional media engagement, advertising is used. Press releases where the advertisement is send to television, radio stations and websites (Chernev 2015).
Listening into the community newspaper and website is simple to reach the target audiences. Most of the people are tend to the event section to see what is going into the area. Word of mouth is used to distribute the plan as talk with others about the event where the information is spread easily with others by talking. It is done on weekly basis.
Based on staging of the event as it is related to the theme such as “Energy of Asia”, where its design is told that the theme will radiate through the world. There is also multi-coloured art design symbolized with multi-national culture as well as nature of Maldives. Two of the staging elements which are taken into considerations are venue and decoration.
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12th august, 2018 (Day 1) |
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9:30 am |
Registration |
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10:00 |
Opening ceremony |
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10:20 |
Provide a speech on the event |
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11:15 |
Break (coffee and tea) |
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11:35 |
Development of marketing strategies |
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12:50 |
Lunch |
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14:20 |
Effective use of the communicational tools for the public awareness program |
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15:05 |
Volleyball tournament |
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16:30 |
Break |
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17:00 |
Volleyball tournament |
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19:30 |
End of pay 1 program |
Similarly, day 2 and day 3 is following of same program rundown.
Venue: The venue of the event is sea beach so that mostly the tourists are attached towards the event. The venue is operated with its own ticketing system and retained of saleable capacity to sell the outlets. The tickets are to be issued on venue secure stock with the ticketing and distribution (Paley 2017). The hire fee is included with complement of the security staffs for duration of the event.
Decoration: The venue is to be decorated with lightning so that at the night time there are no difficulties for the players and volunteers to play and do their work (Fine 2017). The venue is painted ait with colour and fill larger spaces in economical manner than the balloons.
The beach volleyball game is to be played at the beachside with a court of 18 meters long and 9 meters wide which is to be divided in two 9 m × 9 m halves by a one-meter wider net placed such that the top of the net is to be 2.43 meters above center of court for completion of men with 2.24 meters for competition of women.
Figure 1: Layout of beach volleyball venue
Critically discuss potential advantages and disadvantages if using project management in initiation and planning phases of the event
Into the project initiation and planning stage, project management is used to plan the entire event so that the plan is to be completed on scheduled time. The advantages of project management is that it helps to handle the project work from start to finish (Turner 2016). As this volleyball event has a strict deadline, therefore it requires of project management skills and techniques to complete it on time. The project manager can organize as well as manage the time consuming tasks. The advantage is that it can helps timely and effectively meet with the event goals and objectives with improve over the communication, greater customer values and higher level of expertise (Browning and Ramasesh 2015). In the planning phase of the event, the project management helps to become effective communication among the event manager and other stakeholders involved into the event.
Disadvantages of the project management in planning and initiation stage is that there is loss of control, breakdown of the coordination and interpersonal conflicts. The event is incurred of higher cost by outsourcing of the work to other company (Kuchta and Skowron 2016). At the time of hiring of project manager, it is difficult to invest into the speciality software as the program is costly as well as it is also difficult to implement.
The project management triangle is being used by the project manager for analysing and understanding the difficulties which are raised due to implementation and execution of the event. There are three constraints such as scope, cost and time.
Time: This beach volleyball event plan is taking of shorter time to complete it. The completion of the event plan is based on some factors such as people working for the plan and experience of the workers. Apart from this, failure to meet with the project deadline is created of adverse effects which may be caused due to lack of project resources.
Cost: It is imperative for the event manager and organization to estimate the cost of the event before starting to work. It will ensure that the project will be developed under proper cost. There will be no chances of increase into the budget (Kozlowska et al. 2015).
Scope: It is consisted of the project deliverables which are to be addressed by the project manager. The manager should manage the scope of the project so that there should be no possibility of change into the project scope which will impact on both time as well as cost.
Project definition: The event is based on beach volleyball in Maldives.
Scope of the work: It is an opportunity to continue with excellent progress that has been made in past two years and it also develops the sports with support from the fans along with helps the players of beach volleyball to gain of more experiences.
Work breakdown structure: It will provide step-by-step process of the event plan.
Task analysis: Research and plan the event, and search for the venue. Making a team, marketing plan, promote the event, use of social media site, set the target audiences and thanks to volunteer.
Schedule: The event will start from 12th August, 2018. It will continue up to 3 days.
Gantt chart: It will provide a graphical analysis of the tasks.
Responsibility: The responsible person for the event are schools, athletes, state volleyball associations, community, event organizers, volleyball coaches, clubs and associations, media and Maldives Olympic committee.
Activity sheets: It will define the time taken for each of the project activities (Ellinas, Allan and Johansson 2016).
Work packages: It is smallest project work into the event plan which is to be broken down into the work breakdown structure.
Conclusion
It is concluded that the beach volleyball event plan is aimed to train the students on the beaches volleyball with development of training exercise as well as games. It is achieved through development of partnerships, offers of educational opportunities and also provision of leadership. The target age of the event is 18-24 years. The main objective of this event is to increase of awareness among the volleyball sports athletics by 7% each year and achieve of audiences share of around 30% at end of five years. The completion of the event design depends on a few factors, for example, individuals working for the arrangement and experience of the labourers. Aside from this, inability to meet with the task due date is made of unfriendly impacts which might be caused because of absence of the project assets. The unique selling position of this event is digital channels such as use of social media marketing to promote the event among the target audiences. The impact of this event is that volleyball is not much as economical along with technological. The goal of this beach volleyball event is to produce the players with capability to become successful into the game and make profit into the market.
References
Ambat, L.M.C., Cabagnot, T.R., Flores, D.J.C. and Tiong, R.C.F., 2017, November. A Study on Designing a Marketing Plan for a Start-Up Business in the Philippines. In Ascendens Asia Journal of Multidisciplinary Research Conference Proceedings (Vol. 1, No. 2).
Browning, T.R. and Ramasesh, R.V., 2015. Reducing unwelcome surprises in project management. MIT Sloan Management Review, 56(3), p.53.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
de Almeida, B.S., Vlastuin, J. and Júnior, W.M., 2016. 12 the management of the Brazilian Volleyball Confederation. Sport in Latin America: Policy, Organization, Management, 5, p.161.
Ellinas, C., Allan, N. and Johansson, A., 2016. Project systemic risk: Application examples of a network model. International Journal of Production Economics, 182, pp.50-62.
Fairley, S., Warner, S., Lovegrove, H. and Phillips, P., 2016. Mind games: The inclusion of trivia as a sport in the Pan Pacific Masters Games. Sport Management Review, 19(2), pp.240-250.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12). Routledge.
Fink, J.S., 2015. Female athletes, women’s sport, and the sport media commercial complex: Have we really “come a long way, baby”?. Sport Management Review, 18(3), pp.331-342.
Kozlowska, K., Walker, P., McLean, L. and Carrive, P., 2015. Fear and the defense cascade: clinical implications and management. Harvard Review of Psychiatry, 23(4), p.263.
Kuchta, D. and Skowron, D., 2016. Classification of R&D projects and selection of R&D project management concept. R&D Management, 46(5), pp.831-841.
Li, B., Scott, O.K. and Dittmore, S.W., 2018. Twitter and Olympics: Exploring factors which impact fans following American Olympic Governing Bodies. International Journal of Sports Marketing and Sponsorship.
Masterman, G., 2014. Strategic sports event management. Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
Raybould, M., Anning, D., Fredline, L. and Ware, D., 2015. Urban beach venues: Vulnerability and sustainability in the face of climate change. International Journal of Event Management Research, 10(1), p.84.
Turner, R., 2016. Gower handbook of project management. Routledge.
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