Sacramento Kings

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Recommended: Market Research and Marketing Planning p 3

Determining the need for marketing research
Is there a lack of information about your market?
• The Sacramento Kings were in a condition to change their entire franchise to the Seattle Super Sonics and make the brand more well-known because the sports industry is major in Seattle, but unfortunately the NBA did not agree with this.
• The organization also was very awful in terms of player development, poor draft picks, and bad trades.
• Due to all the negative impacts on the team, in the 2013-2014 season of the NBA the Sacramento Kings are placed last in the western conference and all the fans (band Wagoner’s) are not interested in supporting teams who are performing poorly.
• The Kings Salary cap is about $12.5 million and this is a small amount if the team ever wanted to rebrand or gain new players to the team because of high demand salary.
• If the team is performing this poorly, they should look into searching for a new head coach because the head coach is one of the big reasons that cause a team to perform terribly.
• Due to the lack of popularity of the Sacramento Kings franchise, NBA fans in today’s generation idealize towards teams such as the Miami heats, Oklahoma city thunder, Indiana Pacers, etc.
• To the individuals who watch the NBA they believe this team really does not exist due to a poor record and also the franchise did not do anything extremely exciting for a long period of times that will astonish the fan base and make them popular like back in 1951 when they won the NBA finals as the Rochester Royals
• After viewing the price of the jersey`s vs other teams jerseys, they priced there goods slightly lower than other teams and also the Kings have more sale promotions towards their jerseys. o This show the Kings a...

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...and off the court. This data will support the Kings, by possibly giving the team a few solutions to rebuild this organization if possible, however, if that’s not the case, then a relocation procedure may be necessary. This secondary data will also expose the background information revolving around the economy and population for the city of Sacramento.
Primary Data
• Primary data was collected through a short survey consisting 10 questions sent out to individuals living in North America. The goal is to analyse and collect at least 100 respondents, so that there is an accurate statistical measure of what and how the public recommends the problem which was previously identified, to be changed.
• This survey was created using a reliable source known as SurveyMonkey; It can be accessed through this link: https://www.surveymonkey.com/s/N5TKL8Z
Secondary Data:

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