Luca Monadjem - Sports Marketing Concepts and Strategy Research Assignment (1)
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Sports Marketing Concepts and Strategy Research Assignment
Luca Monadjem
Friday, October 7
MKT 828 - 011
Marla Spergel
1
The Toronto Raptors
Year of Establishment
The Toronto Raptors were established in 1995, making them one of the youngest teams in the
NBA. The NBA, established in 1946, was composed of only American teams until the Toronto
Raptors joined 27 years ago.
Senior Management
Masai Ujiri - President, Vice Chairman, Alternate NBA Governor
Ujiri began his career in the NBA as a scout for the Orlando Magic in 2002, later being hired by
the Denver Nuggets. In 2008, Ujiri was offered a managing staff role for the Toronto Raptors
(Irving, 2021). After 2 years, he returned as a general manager and executive vice president of
basketball operations for the Denver Nuggets. Ujiri thrived in this role and was instrumental in
the Nuggets’ return to playoff basketball. In the summer of 2016, Masai Ujiri made his return as
general manager and president of basketball operations for the Raptors, playing a key part in
winning the team’s first NBA Championship in 2019 (Novak, 2021)
Nick Nurse - Head Coach
Nick Nurse is a professional basketball coach who has been at the forefront of the Raptors’
success since 2018. Nurse is known for having an extensive resume, with the most coaching
experience of any coach in the NBA (32 years), and a unique, challenging coaching style (Yan,
2022). Nurse assumed the role of head coach for the Toronto Raptors after serving as assistant
coach on Dwayne Casey’s coaching staff from 2014-2018. With that experience in the NBA, he
2
was able to quickly adapt and thrive when his name was called, becoming one of the only head
coaches in NBA history to win a championship in their first year as a head coach (2019).
2021-2022 Season Record and Standings
The Toronto Raptors ended the 2021-2022 season with a 48-34 record, an outstanding 58.5% win
percentage, and the 5th best record in the eastern conference, while maintaining a top 10 record
in the NBA. The Raptors’ young and revamped team faced a more experienced Philadelphia
76ers squad in the first round of the NBA playoffs, losing the best-of-7 series in 6 games
(Rosales, 2022). The highlight of the season was most likely the emergence of Rookie of the
Year winner Scottie Barnes. Scottie’s consistent performance and charisma has quickly
established him as a fan favourite. Furthermore, his talent level and personality indicate that the
Raptors are heading in the right direction, and building a strong, resilient foundation for the
future.
Struggles and Fan Engagement During Covid 19
The Toronto Raptors as well as Toronto in general were significantly impacted by Covid 19.
Being the only team in the NBA outside of the United States, Canadian legislation and
regulations regarding Covid 19 made it extremely difficult to maintain a consistent game
schedule and fan presence from March 2020 until as recently as April 2022. During that hectic 2
year period, the Toronto Raptors saw empty arenas on a consistent basis, had to relocate to
Tampa, Florida in order to be able to play against teams in the United States, and dealt with
dozens of injuries and absences related to Covid (Rose, 2021). The Raptors implemented
multiple initiatives in order to maintain fan presence and support including virtual fans, drive-in
3
viewing parties, etc. The marketing and hospitality efforts made by the organization and its staff
during such a tumultuous time ensured that, when normalcy was reestablished, the Toronto
Raptors and its fan base would be stronger than ever. These efforts have, fortunately, had a
tangible and positive impact on the entire organization.
Engagement Through Digital Media
Recognizing the emergence of social media in today’s global marketing landscape, the Toronto
Raptors have made it a priority to strive to achieve a level of intimacy and transparency with
their fan base which would simply not be attainable if not for today’s emphasis on social media
marketing and communication. One example of this is “Open Gym”, which is a series of behind
the scenes videos varying in content made in collaboration with Bell. This series offers Raptors
fans a view of the team’s internal operations, whether that be contract negotiations, draft
decisions, or team practices, which allows them to interact with the franchise with a rare level of
intimacy (Denette, 2021).
The “Digital Arena” is a concept that MLSE introduced for both the Toronto Raptors and the
Toronto Maple Leafs during the pandemic in order to increase and retain fan engagement. The
Digital Arena is an app that allows for interactive games, trivia, and prize draws during live
games. The interactive aspect of the app was clearly the priority for MLSE when developing this
concept, “The idea is to give fans at home some of what they got at Scotiabank Arena. For tip-off
of Raptors games, for example, they can click on a team logo to jointly increase the noise meter.
And you can see what's on the arena Jumbotron.” (Davidson, 2021) Initiatives such as these
ensured that when exiting the pandemic, the Raptors would be able to maintain such momentum
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Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years.
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Crypto
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How are competitors likely to respond to any changes in the way the company markets?
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*
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Analytics Exercise 18-1 (Algo)
Starbucks has a large, global supply chain that must efficiently supply over 17,000 stores. Although the stores might appear to be very similar, they are actually very different. Depending on the location of the store, its size, and the profile of the customers served, Starbucks management configures the store offerings to take maximum advantage of the space available and customer preferences.
Starbucks’ actual distribution system is much more complex, but for the purpose of our exercise let’s focus on a single item that is currently distributed through five distribution centers in the United States. Our item is a logo-branded coffeemaker that is sold at some of the larger retail stores. The coffeemaker has been a steady seller over the years due to its reliability and rugged construction. Starbucks does not consider this a seasonal product, but there is some variability in demand. Demand for the product over the past 13 weeks is shown in the following…
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Woolworths drives innovation and change in food retailing supply chain (AUS 2018) Australian large retailers are increasing their demand for enabling technologies. Woolworths is no exception. With a desire to improve its fresh and value added meat retailing operations in Australia and improve supply chain quality and efficiency, Woolworths has strategically joined forces with Hilton Food Group (UK) and Linpac Packaging Australia (UK). Both have operations in Victoria. Woolworths also most recently opened a new distribution centre in South East Melbourne. Joint Venture with Hilton Food Group (UK 2015) A joint venture between Hilton and Woolworths saw the establishment of a new meat processing facility in Laverton that will service 325 stores, creating 500 full time jobs. Innovations at the new facility include: Fully automated reusable crate washing system Fully automated robotic store order pick and packing High tech cold storage facility Full test kitchen that can produce…
arrow_forward
Woolworths drives innovation and change in food retailing supply chain (AUS 2018) Australian large retailers are increasing their demand for enabling technologies. Woolworths is no exception. With a desire to improve its fresh and value added meat retailing operations in Australia and improve supply chain quality and efficiency, Woolworths has strategically joined forces with Hilton Food Group (UK) and Linpac Packaging Australia (UK). Both have operations in Victoria. Woolworths also most recently opened a new distribution centre in South East Melbourne. Joint Venture with Hilton Food Group (UK 2015) A joint venture between Hilton and Woolworths saw the establishment of a new meat processing facility in Laverton that will service 325 stores, creating 500 full time jobs. Innovations at the new facility include: Fully automated reusable crate washing system Fully automated robotic store order pick and packing High tech cold storage facility Full test kitchen that can produce…
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1. Based on the business above provide the following information for the six founders of the business.
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b. Loan and Implementation Plan - Amount requested, Purpose and uses of funds, Repayment schedule, and Timetable for implementing plan and launching the business.
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V1
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- X EU THITE 888 8 #11 11 € All answers are equally weighted. Pri Ter a) At optimal solution: 21 = 5 31= 0 X X Slack at Plant 2 = 0 Slack at Plant 1 = 480 Slack at Plant 3 = 0 *12= Maximum Profit = $ X22 132 x units units units 0 b) At optimal solution, how much unused capacity is available at each Plant? Question Help: Message instructor Submit Question 13 = 123 A 233 Enter an integer or decimal number [more] 0 11 0 180arrow_forwardJenny’s Stores is a retail chain with 150 outlets throughout North and South America. Faced with falling profit margins, the company is contemplating launching its own private brand that would reduce costs, improve margins, and allow it to pass on some of these benefits to its consumers. *** Question | Which of the following, if true, would most strengthen the argument for launching private brands? A) Most customers visiting Jenny’s Stores are loyal to existing national brands. B) The economy has started to improve, and consumer spending is increasing. C) Customers at Jenny’s Store are likely to become more price-conscious over the next few years. D) The company enjoys good relations with the suppliers and manufacturers of the brands that it sells in its stores. E) The stores enjoy high visibility and attract foot traffic well.arrow_forwardDo not use AI or ChatGPT for answering.arrow_forward
- Article: It is now 2015, and Smithfield's Custom Furniture has continued to grow. Its new product line of lower-priced furniture was an immediate sensation in the marketplace. The company now has 344 stores and 21,000 employees. The company now has a total of 12 international retail stores evenly divided among Spain (3), France (3), Germany (3), and England (3). Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years. Margot Smithfield and the 12-member board of directors have been assessing an opportunity to acquire You Figure it Out, a moderately profitable 51 store chain of ultra-modern furniture. You Figure it Out's furniture and furniture-related accessories are all made in China and sold only in the United States. Their retail stores are located in Texas (6), California (13), New York (15), Nevada (4), Florida (9), and North Carolina (4). Margot and her…arrow_forwardGross Domestic Product (GDP): a) GDP measures: i) Total income earned by citizens of a country. ii) Total value of goods and services produced within a country's borders. iii) Total government spending in an economy. iv) Total exports minus imports.Correct Answer: ii) Total value of goods and services don't use chat gpt answer .urgentarrow_forwardArticle: It is now 2015, and Smithfield's Custom Furniture has continued to grow. Its new product line of lower-priced furniture was an immediate sensation in the marketplace. The company now has 344 stores and 21,000 employees. The company now has a total of 12 international retail stores evenly divided among Spain (3), France (3), Germany (3), and England (3). Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years. Margot Smithfield and the 12-member board of directors have been assessing an opportunity to acquire You Figure it Out, a moderately profitable 51 store chain of ultra-modern furniture. You Figure it Out's furniture and furniture-related accessories are all made in China and sold only in the United States. Their retail stores are located in Texas (6), California (13), New York (15), Nevada (4), Florida (9), and North Carolina (4). Margot and her…arrow_forward
- Article: It is now 2015, and Smithfield's Custom Furniture has continued to grow. Its new product line of lower-priced furniture was an immediate sensation in the marketplace. The company now has 344 stores and 21,000 employees. The company now has a total of 12 international retail stores evenly divided among Spain (3), France (3), Germany (3), and England (3). Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years. Margot Smithfield and the 12-member board of directors have been assessing an opportunity to acquire You Figure it Out, a moderately profitable 51 store chain of ultra-modern furniture. You Figure it Out's furniture and furniture-related accessories are all made in China and sold only in the United States. Their retail stores are located in Texas (6), California (13), New York (15), Nevada (4), Florida (9), and North Carolina (4). Margot and her…arrow_forwardArticle: It is now 2015, and Smithfield's Custom Furniture has continued to grow. Its new product line of lower-priced furniture was an immediate sensation in the marketplace. The company now has 344 stores and 21,000 employees. The company now has a total of 12 international retail stores evenly divided among Spain (3), France (3), Germany (3), and England (3). Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years. Margot Smithfield and the 12-member board of directors have been assessing an opportunity to acquire You Figure it Out, a moderately profitable 51 store chain of ultra-modern furniture. You Figure it Out's furniture and furniture-related accessories are all made in China and sold only in the United States. Their retail stores are located in Texas (6), California (13), New York (15), Nevada (4), Florida (9), and North Carolina (4). Margot and her…arrow_forwardArticle: It is now 2015, and Smithfield's Custom Furniture has continued to grow. Its new product line of lower-priced furniture was an immediate sensation in the marketplace. The company now has 344 stores and 21,000 employees. The company now has a total of 12 international retail stores evenly divided among Spain (3), France (3), Germany (3), and England (3). Margot Smithfield, Jonas Smithfield III's only heir, is now running the company. She has a master's degree in design and an MBA degree. She has been running the company for 3 years. Margot Smithfield and the 12-member board of directors have been assessing an opportunity to acquire You Figure it Out, a moderately profitable 51 store chain of ultra-modern furniture. You Figure it Out's furniture and furniture-related accessories are all made in China and sold only in the United States. Their retail stores are located in Texas (6), California (13), New York (15), Nevada (4), Florida (9), and North Carolina (4). Margot and her…arrow_forward
- Article: Does the U.S. Hospitality Market Offer Fertile Soil for Lemon Tree Hotel's Inclusive Business Model? 1. Provide and overview of the case and discuss how DEI is associated with Lemon Tree's business strategy. What are the major challenges (lega, regulatory, financial or branding/competition) that Lemon Tree would face in implementing its DEI model in the United States?arrow_forwardPlease asnwer with your own words please Question 1: Despite aggressive campaigns to attract customers with lower mobile phone prices, S-Mobile has been losing large number of its most lucrative two-year contract subscribers. Management wants to know why so many customers are leaving S-Mobile and what can be done to entice them back. They are worried if the customers are deserting because of poor customer service, uneven network coverage, wireless service charges, or competition from carriers with Apple iPhone service. What strategic decisions shall S- Mobile take to overcome this problem?arrow_forward13:12 * l 76%i Pradeep Pant 3 Oct to me, mustafausmani12 v Hi Shruti & Mestafa 1) Identify how big is the compliance market. Research whats the global market size and the growth expected 2) Which areas in compliance are growing 3) Check companies which are providing compliance and which industries they are catering to (Pick 7 to 8 companies each) Crypto Digital Exchanges Barking Enterprise Gaming & High Risk Barking Cambling Corporates haurance Investments Legal Lending Payment Technology Ports Maritime & Wallet 4) What services are they providing Entity Cargo Environemnt, Vessel Social Governance KYC Risk Sscrening Screening Screening 5) Your conclusion - how companies are identifying their market 2) What drives differentiation - Technology, service, product, etc Hope this provides you a learning platform. Regards Pradeep Pradeep Pant 7 Oct to me v FYI II ... ...arrow_forward
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