1.Read the case on pages 341-344 in your text.
2.Watch the video supplement to the case at link tv/13e/v12-5 (Links to an external site.).
3.Respond to the following case question. (Disregard the questions in the text.)
You’re a member of the marketing team at LA Galaxy and being asked by the senior leadership team to critically evaluate the company’s marketing strategy. This evaluation should include an assessment of what is going well and where opportunities for improvement exist. To complete your evaluation, you should take into consideration the following: the LA Galaxy product; which of the seven (7) elements of the service marketing mix are most important in the LA Galaxy marketing program; how is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the company and do these activities depend on the specific target markets; the extent to which social media integrated into the LA Galaxy marketing strategy; and finally how does the company assess the impact of its marketing activities.
Text: Marketing, Roger Kerin 13th Edition
Case Study: La Galaxy
Length: 2 pages (550 Words)
Case Study: LA Galaxy
One of the products that LA Galaxy deals in to generate income for the club is ticket sales. Since this is one of the major sources of revenue, then it means that the club has to ensure that it has a competent marketing strategy to generate high revenue. Therefore, LA Galaxy considers having in place system that will enhance the realization of high revenue for the progressive growth of the club. The assessment of the marketing strategy that the company makes use of is an important venture in enhancing its success (Stone, 2013). A critical evaluation of the organization’s product in relation to the marketing strategy takes into account the things that are going on well and possible opportunities. Therefore, the assessment will make it easy to spot potential improvement areas where the marketing department should work to ensure that it realizes excellent results.
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