Day Three: Contingency Framework, Internal and External

Contingency Framework surrounding Sports Marketing includes internal and external influences. The main purpose of knowing of the Contingency Framework is to be able to be flexible and adaptable to the changing variables in the environment surrounding sports marketing. We learn to always prepare for the expected and the unexpected.

By taking into consideration Internal Contingencies, such as Organizational Goals, Organizational strategy, Organizational Vision, Organizational Mission and Organizational Culture, a marketing strategy can be developed to coincide within the Internal Contingencies. If the marketing strategy contradicts any of them, there may be issues with fulfilling the goals of a marketing strategy.

External Contingencies, such as Competition, Technology, Culture/Social trends, Physical environment, Legal Issues, Economy Trends and Demographic Trends, will also affect the marketing strategy success. To ensure a marketing strategy is as efficient and successful as possible, we should use environment Scanning to keep current on issues that may affect our market and industry as well as other factors that we must be aware of. For example, when planning a major sports event, it wouldn't make much sense to have it air on television the night of a presidential election, since most people will be distracted from that and the turnout would most likely be pretty low. Another example would be that paying attention to demographic changes are important as we have seen fitness clubs such as LA Fitness and Lifetime Fitness become so successful as the "Baby Boomers" are coming to an age where their children are out their homes and many are divorcing, soon to re-enter the dating scene. These fitness clubs realize that and took the opportunity to capitalize on the popular shift in relationship status and amount of daters in the world. Everyone wants to look their best on a first date right? So that's why we have seen gyms regaining popularity.