Advertising Management Report: Crusaders Rugby's Australian Entry

This report provides a comprehensive analysis of the advertising management strategies for the Crusaders Rugby team as they plan to enter the Australian market. The analysis begins with an introduction to the market and the objectives of the report. It delves into the external environment using a PESTLE analysis, examining political stability, economic factors such as the growth of the sports industry, socio-cultural influences including changing consumer trends and media impact, technological advancements, legal frameworks, and environmental considerations. The report further assesses the internal environment of the Crusaders Rugby team through a SWOT analysis, evaluating the team's strengths, such as experienced players and unique strategies, and weaknesses, including brand recognition challenges and player concerns. It also considers opportunities like the popularity of rugby in Australia and the growth of the Super Rugby league, and potential threats such as strict regulations and controversies. The conclusion summarizes the findings, emphasizing the impact of legal and technological factors and the potential benefits of the expanding rugby sports industry for the Crusaders Rugby team. The report utilizes several academic references to support its claims and analyses.

Running head: ADVERTISING MANAGEMENT
Advertising management
Name of the student
Nam of the university
Author note

1ADVERTISING MANAGEMENT
Introduction:
Market analysis plays the significant role in case of understanding the actual situation of
the organization in a particular country (PANDEY, 2017). Crusaders Rugby team is going to
spread its awareness in the Australian market with a new brand name. The purpose of the essay
is to shed light on both the external and internal environment of the brand using PESTLE and
SWOT analysis.
External environment analysis
PESTLE analysis
Political factors
Under the parliamentary democracy, the Commonwealth of Australia is the federal
constitutional monarchy (O'Brien et al., 2019). Analyzing the political environment in Australia
it has been identified that due to its stable Political situation the country, it has appreciated
different growth initiatives in the sports sector. By continuing this it can also be said that the
governing body of Australia has made significant contribution in order to enhance the
opportunities as well as facilities for ensuring community engagement in the sports sector.
However, analyzing the current Rugby Sports market in Australia, it has been identified that the
super rugby is dealing with massive crisis in Australian market. In both the franchise and
national levels the super rugby is facing lack of attention. Analyzing the current situation in
Australian market it can be said that in order to enter in Australian super rugby sector with a new
name, it can be challenging for the brand to ensure its long-term sustainability.
Economic factors

2ADVERTISING MANAGEMENT
In the 21st century sports industry has become the important contributor in the Australian
economy (Zahari & Romli, 2018). Analyzing the sports industry in Australia, it cannot be
ignored that with increasing scope in this sector industry has made important contribution for
expanding business. It is also true that including the sponsorships as well as media rights, the
sports industry in Australia has made the important contribution in its economy. On the other
hand it is also true that with increasing interest of people towards this sector in every year, near
about 620 billion US dollar is being invested for catering more fan base (Gardner et al., 2018). In
the Australian market, in the year 1995, the Rugby Union becomes a professional sport.
Analyzing the current scenario, it has also been identified that Rugby League has become very
popular among the Australian people and making partnership with different media platforms the
game is expanding in the market. As its result it can be assumed that the economic environment
in Australia can be beneficial for the organization to develop a Rugby team.
Socio cultural factors
In the Australian market, changing scope economic status of people has dragged their
attention towards the sports sector. On the other hand, it is also true that due to career
development scope in this field, people have started investing their interest in this field.
Analyzing the changing consuming trends of the fans, it has been identified that different media
channels have significantly impacted on Australian sports sector. In order to operate in the larger
segment, the Australian sports industry has made an effective collaboration with the different
digital channels. On the other hand, it is also true that increasing numbers of media influences in
the sector, the consumer revenue has also got influenced (Buckland et al., 2019). In case of
Australia, it can be said that Rugby has become the dominant code in Queensland and New south
wales, where the half of country population is available. In this case, it can be assumed that

3ADVERTISING MANAGEMENT
introducing the rugby in Australian market, it can be beneficial for the Crusaders Rugby team to
develop its strong image in the market.
Technological
Technology is the significant contributor in Australian sports industry. After the
globalization, technology has not only influenced the business operations in this country but also
it has significantly brought various advancement in case of improving the sports performance
(Gabbett, King & Jenkins, 2019). In case of Australia, it has been identified that technology has
brought enormous impact on the sports sector in last few years. As the sport industry has made
major contribution in financial sector in that case with the help of technological advancement,
different promotional activities are being controlled. The increasing technological use, has
helped for reaching large number of customer segment. Training and development have also
become easier after the technological influences. Although the technology has brought various
opportunities in the market, but it is also true that due to improper use of technologies, various
controversies in Australian Sports sector have been aroused. In that case it can be said that the
impact of technology in rugby sports field is moderate.
Legal factors
Like the trade industry, strict legislative framework is being followed in the Australian
Sports industry. In order to maintain integrity as well as ethics in the sports sector, different
sports laws have been introduced by the government (Kroon et al., 2016). Due to some recent
controversies regarding the ethical concerns in sports management system in Australia, the
regulations have become stricter for the players. Anti-racism, anti-harassment, anti-drug and
many others regulations have been introduced for ensuring the betterment in Australian Sports

4ADVERTISING MANAGEMENT
sector. Due to increasing demand of Rugby League in Australian market all the legislative
frameworks are strictly being followed in this field too. In this situation it can be assumed that
introducing the Rugby team in Australian market can create pressure on the managing authority
for going through different legislative formalities. However it is also true that after the strict
legislative framework it can be is easier for the Crusaders Rugby team to perform in more ethical
manner.
Environmental factors
Environmental factors in a country significantly impacts on the case of controlling the
sports business. The sports recreation activities gets influences based on the interference of
material management and carbon footprints. In order to ensure the implication of sustainability
effort, sports activities are being calculated based on the consequences in the environment. The
Australian government is very strict regarding the environmental protection policies. On the
other hand, it can be said that some of the cases due to pitch condition as well as bad weather
rugby injuries get increased (Caia et al., 2017). Analyzing the environmental situation in
Australia it can be assumed that due to its dry weather conditions, it can be better for developing
rugby team.
Internal environment analysis
Internal environment analysis plays the significant role for understanding the strength as
well as weaknesses of an organization. Before entering in the Australian market, it is important
for Crusaders to focus on understanding its internal capabilities, which can help significantly for
gaining the competitive advantage. Using SWOT analysis, the internal environment of Crusaders
has got analyzed.

5ADVERTISING MANAGEMENT
SWOT analysis
Strength Weakness
 Analyzing the major strength of
Crusaders rugby team, it can be said
that due to previous experience of
team management as well as efficient
players, the team has set its standard
in different level.
 Unique playing strategy as well as
experienced players are the biggest
strength of the Crusaders rugby team.
 As Rugby league is the popular sports
in Australia, in that case, the rugby
market is getting competitive day by
day. In this situation entering in the
market with a new brand name can be
challenging for Crusaders to establish
its image on the people’s mind
(Harris, 2017).
 On the other hand, it is also true that
due to after the Crusader tourist attack,
most of the payers are afraid of going
out of the station. In this situation, it
can be tough for getting back to the
previous position.
Opportunities Threats
 Rugby has become the most popular
sports in Australia, which is being
played from the year 1908 (Waldron
et al., 2019). New South Wales and
Queensland are the two rugby
dominant states in Australia. It is also
 Strict Australian sports regulation as
well as increasing controversies can
create major threat for Crusaders to
enter in the market.

6ADVERTISING MANAGEMENT
true that near about half population of
Australia lives in these two states. On
the other hand, it is also true that
increasing investment towards the
Rugby league has enhanced the
opportunities of Crusaders in the
Australian market.
 Super rugby league has become the
important sport in Australian market
that has brought professional
opportunities for large numbers of
players. In that case, it can be assumed
that in the long run the rugby game
will get high appreciation from the
Australian people.
 It is true that Australian Rugby
environment highly gets influenced by
the foreigners (Harris, 2019). In this
case, being the foreign organization it
can be assumed that the team will get
appreciated by the people.

7ADVERTISING MANAGEMENT
Conclusion
In this study, it can be concluded that legal and technological factors in Australian market
can create little difficulty for the Crusaders rugby team in case of introducing itself with the new
name in the Australian market. By continuing this, it can be said that with expanding rugby
sports industry can bring significant benefits for Crusaders to promote itself in the Australian
market.

8ADVERTISING MANAGEMENT
References:
Buckland, M. E., Sy, J., Szentmariay, I., Kullen, A., Lee, M., Harding, A., ... & Suter, C. M.
(2019). Correction to: Chronic traumatic encephalopathy in two former Australian
National Rugby League players. Acta neuropathologica communications, 7(1), 122.
Caia, J., Scott, T. J., Halson, S. L., & Kelly, V. G. (2017). Do players and staff sleep more during
the pre-or competitive season of elite rugby league?. European journal of sport
science, 17(8), 964-972.
Gabbett, T., King, T., & Jenkins, D. (2019). Correction to: Applied Physiology of Rugby
League. Sports Medicine, 1-1.
Gardner, A., Stanwell, P., McCrory, P., Hoshizaki, T., Post, A., Cournoyert, J., ... & Levi, C.
(2018). Concussive convulsion and unilateral pontine lesion in an amateur Rugby league
player. Journal of Science and Medicine in Sport, 21, S70.
Harris, J. (2017). The road from Wigan Pier: Professional rugby and the changing dynamics
between Wales and England. In The Rugby World in the Professional Era (pp. 132-146).
Routledge.
Kroon, J., Cox, J. A., Knight, J. E., Nevins, P. N., & Kong, W. W. (2016). Mouthguard use and
awareness of junior rugby league players in the Gold Coast, Australia: a need for more
education. Clinical journal of sport medicine, 26(2), 128-132.
O'Brien, D., Parent, M. M., Ferkins, L., & Gowthorp, L. (2019). Strategic Management in Sport.
Routledge.

9ADVERTISING MANAGEMENT
PANDEY, B.C., 2017. Nike Inc-Complete Analysis: SWOT, PESTLE and Marketing strategy.
BookRix.
Waldron, M., Thomson, E., Highton, J., & Twist, C. (2019). Transient fatigue is not influenced
by ball-in-play time during elite rugby league matches. The Journal of Strength &
Conditioning Research, 33(1), 146-151.
Zahari, A. R., & Romli, F. I. (2018). Analysis of suborbital flight operation using
PESTLE. Journal of Atmospheric and Solar-Terrestrial Physics.