New York Yankees: A Marketing Plan

Paper Summary:

This paper discusses the success of the New York Yankees baseball team. It looks at brand recognition and its all star player roster. The paper focuses on the reasons for their success. It analyzes their marketing strategies and objectives, as well as their product characterization. Finally, the paper provides a SWOT (strengths, weaknesses, opportunities, threats) analysis for the team.

Table of Contents:
Overview
Industry Overview
Marketing Objectives
Product Characteristics
SWOT
Strengths
Weaknesses
Opportunities
Threats
Conclusion

From the Paper:

"The increasing rise in popularity of Major League Soccer as well as of the National Football league poses competitive threats to the Yankees franchise. These other professional sports leagues are effective at marketing and building a message of excitement and passion which is a message that Major League Baseball has often confused or garbled. The Yankees must create an integrated message to sell to its fan base and new potential fans that represent its history, its passion for the sport, and its roots in the New York community and ethos."

Sample of Sources Used:

• Arango, Tim. "Baseball's Cash Stash." Fortune, 154/10(2006).
• "Bronx Bummers." Sports Illustrated, 105/15(2006): 16-17.
• McNeal, Stan. "We Haven't Soured on the Apple." Sporting News, 230/41(2006).
• "New York Yankees." (2006). New York Yankees (online). 12 Nov. 2006<http://newyork.yankees.mlb.com/NASApp/ mlb/mediacenter/index.jsp?c_id=nyy
• Ozanian, Michael and Lesley Kump. "Steinbrenner's Tax Shelter." Forbes, 177/10(2006): 60-64.

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