Advertising Assignment Solved

Running head: ADVERTISING
Advertising
Increase NBA brand awareness and brand equity in Australia
Student’s name:
Name of the university:
Author’s note:

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SWOT analysis
Strengths:
The biggest strength of NBA lies in the concept that it is the biggest men's basketball league
with the best players across the world. Therefore, the fans are very much in the league and it is
the primary choice for the basketball fans. In addition, as opined by Chen et al. (2016), the fan
following of the NBA is strength of it’s as an average NBA match has the stadium viewers cross
20,000 that results in large revenues from the sales of tickets. The strength of NBA is excellent
broadcasting and merchandising of the league where the viewers and fans can watch the
documented rivalries. In regard of this, NBA has made tie up with the DirectTV to show the
match in its own channel (NBATV) and this channel provides update and news about the factors
and elements with league related information. Many of the matches are shown on the NBATV on
a regular basis. In the USA, there are many partners who have tied up with NBA and the partners
involve with communities around the USA (Martin-Gonzalez et al. 2016). NBA has
collaboration with NBA Cares, NBA Green and NBA Fit to work for the community. NBA
Cares works for youth with the internally-famous organisations and agencies to support
education and family development. In addition, NBA Fit works for empowering the fans related
to the health-related issue and finding the opportunities (Courel-Ibanez et al. 2016). NBA Green
made the partnership with Green Sports Alliance in order to generate the funds and awareness to
protect the environment.
Weaknesses:
The weakness of NBA lies in the ticket price as the ticket price is very high. According to
NBA website, the average ticket price of NBA is $59 and quality seats in match cost almost

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$500. Another weakness of NBA is high staff turnover and staff position in NBA is very
desirable around as it is included coaching jobs, administrative personnel and PR team and
trainer positions. However, NBA cannot retain the staffs and they look for a replacement. NBA
has been facing the issue of players' union and the team ownership (Chen et al. 2016). NBA
needs to negotiate with the team owners about time off between the matches. This type of issue
leads to the lockouts and strikes when the games are cancelled.
Opportunities:
NBA has opportunities to use the global fan base even outside the US and Canada. NBA
has started with the concept of utilising the Global Games that are included 4 international games
in a season. NBA can organise the events outside the US and it will lead the organisation to
discover new fan and viewers. NBA has the opportunity to bring new players in the NBA teams
and basketball has potential to become famous around the world also. Basketball is the second
famous game in the world after soccer. Bringing international players to the team will increase
the global fan base of the organisation. As stated by Gonalez et al. (2016), NBA can use latest
technologies to make access the NBA game for the global fan and they can come up with newer
technologies video games to sell in the market.
Threats:
NBA can face the threat from the Soccer as soccer is getting famous day-by-day in the US. If
NBA does not follow the expansion strategy to make the bigger event, it may fall behind from
the other international games like ice-hockey and football. NBA can face threat for the
government regulation as the government might start any new regulation or tax policy that might