Benefits of Indoor Basketball Court at Algonquin College of Kuwait

This research evaluates the benefits of an indoor basketball court at Algonquin College of Kuwait. It includes research findings, marketing strategies, and budgetary considerations. The survey through questionnaire is conducted to gather primary data. The marketing objectives include increasing student participation and awareness of indoor basketball. The marketing strategies include content marketing, social media management, email marketing, SEO, SEM, and mobile-friendly website and application. The budgetary considerations include market research, purchasing the room, machinery and infrastructure, promotion through social media and SEO, and review through feedback.

Running head:MARKETING RESEARCH REPORT
Evaluate the benefits of an indoor basketball court at Algonquin College of Kuwait

MARKETING RESEARCH REPORT 2
Table of Contents
Introduction......................................................................................................................................3
Marketing objectives.......................................................................................................................3
Survey through questionnaire..........................................................................................................3
Research findings.............................................................................................................................5
Marketing strategies for promoting indoor basketball court.........................................................14
Budgetary considerations...............................................................................................................17
Suggestions for the chosen topic...................................................................................................18
References......................................................................................................................................19

MARKETING RESEARCH REPORT 3
Introduction
This research is conducted to evaluate the benefits of the indoor basketball court at Algonquin
College of Kuwait. Primary data collection method is used by a researcher to gather the primary
information regarding research concern. Primary data is gathered through conducting the survey
through questionnaire as it would be beneficial for obtaining the reliable and valid outcomes.
In this research, the survey through the questionnaire is conducted by the college before
developing indoor courts for basketball. The survey is conducted on 25 students of Algonquin
college of Kuwait. In this survey, close-ended questionnaire structure is used by the researcher to
collect the opinion regarding the issue of Algonquin college of Kuwait. In this research,
researcher has used simple probability sampling technique to choose the participants from large
number of population. Simple random sampling technique is selected to choose the sample on
random basis. It is beneficial for declining the biasness from research. Researcher has used
ethical consideration for ethically conduct the research. For this, researcher did not share the
confidential data of participants during and after the research.
Marketing objectives
 To increase the student participation in indoor basketball activity by 20% in the
upcoming 3 month
 To increase the Awareness of indoor basketball through marketing strategy by 15% in the
upcoming 3 month
 To increase the retention of the student in Algonquin college of Kuwait by 30% in the
upcoming 4 month

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Survey through questionnaire
Please specify your gender
Male
Female
Which games do you really like to prefer?
Indoor Games
Outdoor Games
Do you play basketball?
Yes
No
How much time do you spend on playing basketball?
Half an hour
1-2 hours
3-5 hours
6 hours
When you are playing outdoor basketball, do you feel satisfaction and enjoyment?
Yes
No
Does outdoor basketball affect your daily life?
Yes
No
What advantages does outdoor basketball give to you?
Developed sportsmanship
Socialize with other people
Strengthen my body
Burn calories
Stress reliever
Have a good posture
What disadvantages does outdoor basketball give to you?
Worst weather condition
No AC facility
Air Pollutant
Distraction in studies
Risk of getting injured
How do you find outdoor basketball?
Interesting
Fun
Boring
Exciting
How basketball helps in creating the Dimension of human health?
Physical
Mental
Social
Spiritual
Emotional

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Research findings
From the above discussion, it can be evaluated that the researcher has selected 72% of females
participants in the research while only 28% of respondents were males. Since, the researcher
gives first priority to females.
It is assessed that most of the employees i.e. 60% of the workforce wants the outdoor games
because of their interest in those games that are not available in the context of indoor games. In
opposed to this, there are 40% of workforces who is really like to prefer indoor games because of
available of AC and weather condition.

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The above chart shows that there are 68% of participants who play basketball while there are
only 32% of respondents who do not play the basketball.
The above table and chart show that there are most of the students i.e. 48% who believes that
they spend half an hour on playing the basketball. In contrast to this, there are only 4% of
students who spend 6 hours on playing the basketball. It is also assessed that 40% of participants
believed that they spend 1-2 hours on playing basketball while only 8% of participants stated that
they spend 3-5 hours on playing outdoor basketball.

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The above chart and table depict that most of the students i.e. 88% were believed that when they
are playing outdoor basketball, they feel enjoyment and satisfaction. In opposed to this, there are
only 12% of respondents who were not agreed with this statement.
The above table and chart show that there are 72% of participants who believed that outdoor
basketball may affect the daily life of a student. In contrast to this, there are only 28% of
respondents who believed that outdoor basketball does not affect the daily life.

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According to the above chart and table, it is illustrated that there are most of student i.e. 20%
stated that outdoor basketball is beneficial for socializing with other people. In opposed to this,
there are only 4% of respondents who stated that outdoor basketball is beneficial for them to
have a good posture. There are 16% of students think that outdoor basketball is beneficial for
them because of developed sportsmanship as well as 16% of participants thinks that outdoor
basketball is beneficial for burn calories. In contrast to this, only 12% of respondents believed
that outdoor basketball is beneficial to strengthening my body.
The above chart and table stated that there are about 24% of students who stated that outdoor
basketball is disadvantageous for them due to the worst weather condition. In contrast to this,
only 16% of a student believed that No AC facility creates dissatisfaction among students to play
outdoor basketball. It is also assessed that there are 24% of student who believed that outdoor

MARKETING RESEARCH REPORT 9
basketball is disadvantageous for them due to air pollutant while 8% of participants stated that
outdoor basketball is disadvantageous for them due to distraction in studies. Along with this,
28% of respondents stated that outdoor basketball is disadvantageous for them due to the risk of
getting injured.
The above chart and table show that there are about 44% of respondents who believed that
student finds outdoor basketball for fun while there are only 12% of students who feels that
student find outdoor basketball due to exciting and exciting games. In addition, there are also
32% of student who feels that student find outdoor basketball due to their interest.

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There are most of the students i.e. 56% believed that basketball supports in generating the
physical aspect of human health. In opposed to this, there is about 4% of who believe that
basketball helps in creating the emotional aspect of human health. Along with this, there are 20%
of participants who believed that basketball helps in creating the mental aspect of human health.
On the other hand, there are about 12% of participants who stated that basketball supports in the
social aspect as well as, 8% of believed that it helps in developing the spiritual aspect of human
health.
Marketing strategies for promoting indoor basketball court
Algonquin college of Kuwait can use different digital marketing communication mix strategy as
it can be beneficial for effective communication with their students and helps for collecting the
favorable feedback. This college can practice the advanced tool as much as possible for dealing
with their business in an effective manner and get the success (Erb, & Huatbois, 2018).
Content Marketing
Content marketing can direct the Algonquin college of Kuwait for obtaining the feasible
information and storytelling for gaining the indoor basketball court awareness and also supports
for persuading the targeted students for obtaining higher advantageous. It is also assessed that
content marketing is significant for developing a relationship with the students for a longer
period (Garalde, 2018).
Social media management
Algonquin college of Kuwait can use social media management in the existing business situation
as it can aid to create their positive brand image. College can develop the awareness about indoor
basketball among the students by exercising social media. Different tools are considered in social

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media such as Snapchat, Pinterest, Facebook and Twitter that can support for endorsing the
indoor basketball physical activity by using such techniques (Trotier, & Bairner, 2017).
Social media can make competent to Algonquin college of Kuwait for sharing their data and it
also facilitates a channel to improve the direct communication between students, competitors,
and teachers. It can be a significant component for distributing the data about the physical
activity within Algonquin college of Kuwait in a feasible way. It is also addressed that social
media marketing can avoid the issues of performing the direct communication with targeted
consumers. This can be an essential element to gain the awareness regarding needs and wants of
students for increasing their participation in basketball (Tian, 2016).
Email Marketing
In the existing time, email marketing can be a significant technique for Algonquin college of
Kuwait to create a reliable relationship with their students by regularly updating on email. It can
also improve the awareness regarding the indoor basketball and can get the trust of customers by
providing the value on student’s email. Moreover, the Algonquin college of Kuwait can obtain
more advantageous in less time by practicing the email marketing techniques. It is also addressed
that this technique of marketing can enable the college to directly communicate with their
student and supports to comprehend their demand as well as a requirement for products and
services. This technique is beneficial to motivate the satisfaction level of workforces (Alexander,
2017).
SEO (search engine optimization)
Search engine optimization is the procedure that can organize the content on websites hence
search engine can demonstrate it on the top level while certain keywords can be searched
through the users. There are different search engines that can be applied by students for
increasing their understanding such as Yahoo, Bing, and Google. Moreover, search engine
optimization demonstrates the keywords that can be typed by students for increasing the
knowledge of potential benefits of indoor basketball in Algonquin college of Kuwait. As a result,
it is assessed that SEI can direct to the targeted company for pooling the student at a single place
as well as creates a reliable conclusion (Alexander, 2017).
Search Engine Marketing (SEM)
Search engine marketing is a platform in which Algonquin college of Kuwait can pay for
advertising their products and services online in order to grow their business. The key purpose of
search engine marketing is to influence the bulk of student regarding the targeted games such as
indoor basketball. In current times, because of a good image of Google in the marketplace,
Google AdWords is highly practiced by different corporations. It is also assessed that marketers
of search engine marketing have required more money for depicting the data that Algonquin
college of Kuwait wants to share with the students. These kinds of marketing can aid the
Algonquin college of Kuwait for attaining the higher growth (Lam, 2016).
Mobile Friendly Website and Application
These days most of the students create the use of their mobile phone with the intention of
accessing the internet as well as conducting their day to day activities. Hence, it is significant for
Algonquin college of Kuwait for generating the mobile-friendly websites for indoor basketball
that the users can use to get information. Application for grievance system should be developed
where a student can give feedback through websites. Both of these alternatives provide the
facility for easy participation in indoor basketball activities. The development of responsive
websites will effective to get a better opportunity for consumers to understand regarding the
indoor basketball activities (Martinson, Schneider, & McCullough, 2015).

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Personalization
Another digital marketing that can be considered by indoor basketball activities is
personalization. It would require making sure that essence related to personalization is added to
strategies that would play a significant role in influencing the students with respect to indoor
basketball. Personalization is significant in the case of indoor basketball activities. The
technology could be practiced in a significant way with the intention of gathering, storing as well
as using the information with respect to visitors to serve them better and targeting them for the
upcoming campaign through Algonquin college of Kuwait. A more personalized experience
could be provided to students by gathering the data about their needs, wants and preferences in
physical activity (Sharma, et. al., 2016).
Budgetary considerations
Resources 500,000 (in
KWD)
Market research 100000
Purchasing the room 120000
Machinery and infrastructure 100000
Promotion through social
media and SEO (Search
Engine Optimization)
80000
Review through feedback 50000
Suggestions for the chosen topic
It can be suggested that the researcher should consider another college to gain depth
understanding regarding the potential benefits of the indoor basketball. It can be also
recommended that the researcher should conduct the competitor analysis in order to obtain the
feasible information. It can be recommended that the researcher should conduct research on more
than 25 respondents as it would be beneficial for capturing the wide range of information. It can
also conduct the researcher who plays indoor activities since longer periods (Nix, 2017).

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References
Alexander, S. (2017). Young people, physical activity and ‘active play’ promotion in
Canada. Routledge Handbook of Physical Activity Policy and Practice, 235-248.
Erb, G., & Huatbois, C. (2018, May). Sports Marketing Management and Communication.
In Managing Sport Business: An Introduction (pp. 296-318). Routledge/Taylor & Francis
Group.
Garalde, A. F. (2018). Sports Complex for the South Bay's Special Needs Population. USA:
California State University, Long Beach.
Lam, E. T. (2016). Sports Culture of Hong Kong: Recent Development and Prospects. Journal of
Arts and Humanities, 5(4), 39-61.
Martinson, D., Schneider, R., & McCullough, B. (2015). An analysis of the factors and
marketing techniques affecting attendance at NCAA Division I women’s basketball
games. The Journal of SPORT, 4(2), 5.
Nix, C. (2017). Skills, Drills & Strategies for Basketball. UK: Routledge.
Sharma, S. V., Winston Paolicelli, C., Jyothi, V., Baun, W., Perkison, B., Phipps, M., ... &
Pompeii, L. A. (2016). Evaluation of worksite policies and practices promoting nutrition
and physical activity among hospital workers. International Journal of Workplace Health
Management, 9(1), 46-62.
Tian, B. (2016). Development status of China's outdoor sports and countermeasures based on
SWOT analysis. Revista Ibérica de Sistemas e Tecnologias de Informação, (E11), 76.
Trotier, F., & Bairner, A. (Eds.). (2017). Sport and Body Cultures in East and Southeast Asia.
UK: Routledge.