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MPK732: Marketing Management

OPTION A: CASE STUDY ANALYSIS REPORT
Tough Mudder – Not for the faint hearted (Vieceli 2012)

Unit Chair: Dr. Nichola Robertson

3 May 2013

Executive Summary:

This report presents a case study analysis of the US-based mud run event, Tough Mudder, presented in Vieceli’s (2012) case study, Tough Mudder – Not for the Faint-Hearted. Three years since its inception, Tough Mudder has become a leader in the new obstacle racing events industry and recently expanded into Australia in 2012. This entry into a country deemed to have their ‘biggest market anywhere in the world’ by co-founder Guy Livingston (Dumas 2012), offers
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2.0 CASE STUDY PROBLEMS: TOUGH MUDDER

2.1 The marketing environment
A macro-environmental (PESTLE) analysis has been conducted for the marketing manager of the Tough Mudder event (Table 1.0), using a low-medium-high scale for projected probability of impact. Based on this analysis the main opportunities and threats facing Tough Mudder in Australia are presented in Section 2.1.2.

2.1.1 Macro-environmental Analysis

Table 1.0 PESTLE Analysis: Tough Mudder
ENVIRONMENTAL FACTORS
IMPACT
Prob.
Political-Legal:

Complex Negligence tort laws system (Bugg, 2006)
This impacts Tough Mudder through high legal, public liability insurance, and risk management costs (Lapowsky, 2013)
High
Economic:

Low consumer confidence

While Australia not as hard hit, the GFC lowered consumer confidence resulting in restrained consumption (AWPA, 2012; Marketline, 2012).
High
Demographic:

The Average Australian

Australian trends in sport participation

Female participation in physical recreation

37-year-old Australia-born woman, married with two children, living in the suburbs (not 29-year-old male of fifty-years-ago) (Australian Bureau of Statistics (ABS) 2013; Smail, 2013)

ABS (2012b) states: 65% participated in sport at least once between 2010-2011; Higher participation rates in
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