Boston Red Sox Marketing Analysis
Introduction The Boston Red Sox we established in 1901 as one of the original six Major League Baseball (MLB) teams. The Red Sox played their first home game at Huntington Avenue Grounds, now part of Northeastern University, where they continued to play until they moved to Fenway Park on April 20, 1912. The Red Sox have now called Fenway Park home for the past 87 years. While the Red Sox have called Fenyway Park home from the beginning, they have also shared the use of the oldest stadium in the United States with other teams throughout its history such as the Atlanta Braves, New England Patriots, Boston University, Boston Redskins (Washington Redskins), Boston Yanks (Indianapolis Colts). Situational Analysis Mission Statement Objectives To increase the capacity of the Boston Red Sox current venue. ... Increase revenues through ticket sales and merchandise sales External Environment Competition Through providing a form of Sports Entertainment the Boston Red Sox are competing with four other major sports teams in the surrounding area: 1. ... 42, while the average ticket price to the Red Sox is only $23. ... The Orioles have a higher average attendance, a larger payroll to attract high profile players, and were ranked fourth in the MLB League for revenues in 1998 while the Red Sox were ranked ninth. On the other hand it is a 400 mile drive from Boston to Baltimore which will reduce the number of people willing to travel the distance to attend one of their games. The Red Sox also receive higher media revenues and win more games on average than the Orioles do. ... New England Patriots: The Red Sox compete with the Patriots in a sporting entertainment venue, because regular season does not overlap. ... Boston Celtics: Their average ticket price is $42.54 and they play their home games at Fleet Center where the Boston Bruins also play. ... The end of the Celtics season and playoffs overlap with the beginning through mid season of the Red Sox. If the Celtics make it through the playoffs and into finals it will increase the number of people that would attend those extra games based the sellout rate of the Celtics, which has the ability to affect the Red Sox turnout. If people are fans of both baseball and basketball fans may have a tendency to attend a basketball game since they are always playing different team and while the Red Sox will play a series of games against the same team in a short period of time. ... However, the Red Sox have the advantage of capacity, because Fenway Park can hold a third more people than the Fleet Center, so those who cannot get tickets to a Celtics game have the alternative to attend a Red Sox game. ... Boston Bruins: At the Fleet Center the Bruins can seat 19,500 fans and charge an average price of $49. ... Like the Celtics they also frequently sell out and their season also overlaps the Red Sox season. ... Even though there is a tremendous amount of competition in the surrounding area the Red Sox have the advantage of being a baseball team that represents the Great American Past Times, and the ability to offer great entertainment at a fraction of the price. Industry Analysis MLB is beginning to develop several new state of the art stadiums. ... Target Markets The following are a list of the Boston Red Sox target markets: Baseball fans: People who enjoy the game of baseball particularly in the surrounding area. ... Market Analysis In order to maintain current committed fans and attract new fans the Boston Red Sox should provide the following to their customers: A comfortable and attractive environment to watch the games at that is also kid-friendly. ... Internal Environment Evaluation of Functional Areas Ratios, HR, current marketing Evaluation of Marketing Strategies Baseball is promoted as an industry nation wide, however the Red Sox are also promoted locally. ... The Red Sox provide patronism for the local bars and restaurants, in turn receiving free advertising and game promotion. ... T Analysis Strengths: Oldest park in the league. ... Identifying the Problem Currently, the Red Sox are unable to compete for revenues, successful players, and fans.