Case Study Analysis- Philadelphia Phillies

First, read Case Study #12, the Philadelphia Phillies (Marketing Text: pg. 313) and watch the accompanying video: http://kerin.tv/qr12-5.

Then, read the case summary below and write a 4-6 page case analysis. Review the Case Study Guidelines and APA In-text Citation document for more information.

Philadelphia Phillies Case Summary

The Philadelphia Phillies is a major league baseball team located in a large metropolitan area. This location means it must compete for fan (consumer) attention and dollars with not only other professional sports (the Philadelphia Eagles in football, the Philadelphia 76ers in basketball, etc.) and local college sports (University of Pennsylvania, Villanova, etc.) but also other summer recreational activities—like visits to the New Jersey shore, the Poconos mountains, golf club memberships, etc. and with the options of watching the Phillies and other sporting events on TV.

The case makes the important point that Phillies management cannot promise a winning baseball team because there will be both good years and bad years. This is why president and chief executive officer (CEO) David Montgomery wants Phillies fans at a game to be at a “happening”—to be close to the field in its new stadium, to be surrounded by other excited fans, and to have a fun day or night at the ballgame. This involves offering everything from special nights targeted at special segments of fans to laughing at the antics of the Phillies Phanatic—probably the most successful mascot in all of U.S. professional sports.

Write a 4 to 6 page analysis, assessing the competitive environment the Phillies participate in and suggest ways for them to manage their product and highlight their brand accordingly.

Image: The Philadelphia Phillies baseball team celebrating a victory. Image courtesy McGraw-Hill Publishing.

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