RMIT BUSM4739: Marketing for Managers - Value Proposition Report

This report presents a comprehensive value proposition analysis for the Essendon Football Club (EFC), focusing on the development of a women's football team and strategies to increase female participation. It begins with an executive summary highlighting the club's objectives and the methodology employed, which includes the Ansoff Matrix, TOWS analysis, PESTLE analysis, Porter's Five Forces, and competitor analysis. The report sets objectives, analyzes market development, and identifies the strengths, weaknesses, opportunities, and threats (TOWS) facing the club. It explores brand strategy, marketing strategies, and the club's potential for growth through increased female involvement, including specific SMART goals. The report also analyzes the external environment, competitor landscape, and incorporates primary and secondary research findings to inform the value proposition. It concludes with recommendations for the club to enhance its brand value, engage with its fan base, and capitalize on opportunities for success in the women's football market, considering the potential for diversification and increased sponsorship.

Running Head: ASSESSMENT 2: VALUE PROPOSITION REPORT
ASSESSMENT 2: VALUE PROPOSITION REPORT
Name of the Student
Name of the University
Author’s Note

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ASSESSMENT 2: VALUE PROPOSITION REPORT
Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................2
Objective Setting.............................................................................................................................3
Ansoff Matrix..............................................................................................................................3
TOWS Analysis:..........................................................................................................................7
Brand Strategy.................................................................................................................................9
Essendon Football Club PESTLE Analysis:................................................................................9
Porter’s Five Forces- External Analysis:...................................................................................10
Value Proposition..........................................................................................................................11
Competitor Analysis:.................................................................................................................11
Secondary Research Analysis:.......................................................................................................11
Primary Research Analysis:...........................................................................................................12
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13
Appendix........................................................................................................................................16

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ASSESSMENT 2: VALUE PROPOSITION REPORT
Executive Summary
The Essendon Football Club is a renowned name among the various football clubs. The
club has been looking forward for the involvement of the women in the game of football. In
addition, the organization had been looking forward for setting up of a women’s football team.
The organization has been analyzing and dealing with certain factors that will help the authorities
to consider the plan and proceed with the idea. This report will be focusing on the development
of the marketing of the organization (Strittmatter, and Skirstad, 2017). The marketing report of
the organization is has been composed based on various legitimate and multiple information
sources, from where the data has been gathered and finally has been analyzed and taken into
consideration for being a part of the report. The club has been looking forward for the
participation of women in football so that they can actively take part in the game and make the
game more prosperous (Williams, 2016).
Introduction
The Essendon Football Club will be analyzing the records for the involvement of the
women in the club and will be considering certain factors that will be responsible for maintaining
them in the club sustainably. The recognition of the capabilities of the women present in the
team will be analyzed, as there have been several factors that will help the company in setting up
the team and developing their management according to the needs and requirements of the team
(Jakubowska, 2015). In addition, the feasibility of the team has been analyzed based on the
strengths and the weakness factors that may be found probable for the team and as well as for the
football club. The club will be recognizing the factors that will be helping the club achieve

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ASSESSMENT 2: VALUE PROPOSITION REPORT
recognition, and this it will help to develop its style of functioning so that the women’s team may
not be neglected (Williams and Hess, 2015).
Objective Setting
The report will be covering factors that will help the club to be popular and will consider
certain strategies and will be setting and goals or targets so that the club may prosper in a gradual
manner based on the condition of the players and the abilities of the club, depending mostly on
the sponsorship of the club. In addition, the beneficial aspects and the certain crucial matters will
be discussed so that the higher official may find the proposition suitable and take progressive
action for developing the female football team. The club will be following and sourcing the
information based on the internet like- social media, logs, performing surveys and also by
making promotional campaigns and analyzing the interest and the support of the people
regarding the organization of the women’s team so that club may successfully take the initiative
and apply practically(Mason, 2017). The report will be completely based on the provided and the
analyzed data, and there will be no superficial acceptance of ideas or any hypothetical projection
of guiding processes. The club will be looking forward to the gaining the social status and also
will be looking forward to the implementation of the certain strategies that will be helping the
club to establish the facts that will be monitoring the safety of women and will be encouraging
the factors of dealing with the social discrimination (Ingebrigtsen, et al. 2015).
Ansoff Matrix
When it comes to the inclusion of female players in a team, objective setting determining
the activities associated to the development of women in the ranks of the company. Since, there

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ASSESSMENT 2: VALUE PROPOSITION REPORT
is no product that is being discussed in the assignment; there is no direct implication of the
product. However, the sustainable cause of inclusion of female players in the ranks of the
Football team helps in terms of development of compliance with the matrices of the Ansoff
Matrix. The service that is being mentioned in the said section is the service of women in the
game. There are specific quadrants that the latter are categorized into. There are 4 quadrants in
the Ansoff Matrix. They are market development, market penetration, Product development and
diversification. Furthermore, there are factors such as new and existing market conditions, new
and existing products are factors that help in determining the matrix that a particular service falls
in.
Essendon Football Club has been able to realise the core competencies of women and have
rightfully included women in their ranks. The football team has been on the receiving end of

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ASSESSMENT 2: VALUE PROPOSITION REPORT
much deserved success as a result of which they have been able to secure favourable places in
the AFL.
The women’s team is considerably established as a result of which they can eb placed in the New
Market Development quadrant and the diversification quadrant. Women have been taking part in
all kinds of sports from ages, however, the Football in the AFL is deemed to be a grueling sport
as a result of which it can be said that the service of women in the game can be considered as a
new market development. Furthermore, the inclusion of women in AFL can be deemed to be an
activity that bolsters the sport from a diversity standpoint. It can be said that the current stature of
the team has placed in the new market development quadrant along with the diversification
quadrant in a new market. Inclusion of women in the same sport should eb appreciated which
would imply that they would shift from the said quadrants to Market development in existing
markets.
Following are the objective to be implemented that is SMART:
 Popularizing the sport in women between 16- 35 years of age.
 Conducting seminars in 50 colleges.
 Draft 20 female players
 Gaining 50k+ followers on Instagram and Facebook.
 Getting the most popular female athletes associated with brand endorsement deals.
 Wining 2 championships in next 2 years.
The club has recognized the fact as it includes the female participation therefore it will
gain certain recognition and also it will succeed in gaining recognition as an organization that
supports women empowerment and supports feminism. Therefore, the understanding of the

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ASSESSMENT 2: VALUE PROPOSITION REPORT
current problems is a crucial factor that will involve the club in increasing its professionalism
and also make the company quite reliable for the women players and will help in increasing of
the identity of the club that will make others interested in joining the club (Omondi-Ochieng,
2018). Thus, the factor of the marketing of the club is dependent on how the company will be
providing the facilities and also looks after the management of the team and lead to its function
ability. The increasing of the participation of the women in the club is related to the gaining of
sponsorships and the increase the advancement of the supporters and the fan following will
increase as well, therefore the mode of development will follow accordingly as there will be
diversification and also increased supply of players as well. The club can gain chances in the
women team, if the make team is not functioning well. The chances of the achievements of the
club will increase as well. Therefore, the club will be more prone to success than before. Hence,
the franchise will gradually increase as well. In addition, the mode of the business conducted will
gain further. The club can be more engaged to the came and also to their fan base. This will fetch
a wide variety of support to the club (Schramm and Knoll, 2017).
Further understanding of the probable problems and their impact and outcomes will be
discussed using the PESTLE research methodology that will help the report provide the analysis
for most number of problematic cases. The club will be looking forward for bringing in changes
in the approach and the attitude of women towards football. The club visualizes for influencing
and developing the external environment as well. This can be analyzed by using the Porter’s Five
Forces. Thus using this process the club will be accessing based on the function ability of other
clubs that offer as the probable competitors for the club. Thus, the mentioning of the clubs
benefits ad their gaining of prosperity will be discussed and analyzed (Robertson, 2016).

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ASSESSMENT 2: VALUE PROPOSITION REPORT
The club will be analyzing based on secondary analysis, which will be aiming I
developing a broader perspective dealing with wider scope of the club. Several journals and
inclusion of the documentaries of football matches will also be there so that the importance and
the stability of the club increases and the players their profession sincerely as well as maintaining
the reputation of the clubs (Blair and Hess, 2017).
The other type of the analysis that will be followed through is primary analysis that will
be dealing with the club’s community of the trusted members and its fan base. Interviews were
taken to the clubs most trusted supporters, their views, and their interests are assessed and taken
into account.
A TOWS analysis is also to analyze the strengths and the weakness of the clubs and what
opportunities will it face if they took the initiative of launching a women’s team. Various factors
will be considered and analyzed aiming at the betterment of the club. The probable opportunities
and the threats that may harm the stability of the club are assessed as well so that the club may be
well aware of the facts and hence can check their progress and also keep track of their
performance rate.
Several types of the objectives are taken into account so that the club gain benefits from
the propositions that will be made. Therefore, the acceptance of the factors will be noted so that
the club can easily implement those and utilize strategies developed from setting the objectives.
Thus, there will be an objective setting for the club that will be provided within the report (Gürel,
and Tat, 2017).

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ASSESSMENT 2: VALUE PROPOSITION REPORT
TOWS Analysis:
The analysis of the TOWS perspectives was based on the various research works and
journals. The strength of the club is dependent on its fandom and the he support for the initiative
that the club is going to take. The clubs quote proficient in the game of football, as they have
been former champions in the Australian Football League. The stakeholders of the club are in
favor of the clubs decision and the club is quite financially capable to generate a separate a
women’s team. The weakness may be the baseness that the fans reside on while dealing with the
club’s solutions and its problems and also determining what is best for the club. The
opportunities will be the most for the clubs as there will be a new venture in which the club will
be performing and if the club does well in the performance then the club will be benefitting a lot
from it. The threat may be serving, as there has been no experience in the club for the
development and the conducting of the women’s team and managing it (Knobloch-Westerwick,
Abdallah and Billings, 2019).
The club is well motivated for increasing and developing the brand name of the club. The
marketing department of the company will be looking after the factors that will help the
company gaining the popularity and fame, and will help the company giving a tough competition
to its competitors as well. Several strategies will be analyzed for increasing the brad value of the
club.

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ASSESSMENT 2: VALUE PROPOSITION REPORT
The club’s marketing department will be focusing on the increasing the brand value of
the company and therefore it will also be focusing on the development of their brand value as
they move on to their new venture of setting up a women’s football team. Therefore, the
acceptance of certain factors will be crucial for the club, as they will be focusing on propositions
that the club will be serving for the fans and their supporters. Thus, the value proposition of the
club will be analyzed as well (Lago, Lago‐Peñas and Lago‐Peñas, 2016).
Brand Strategy
Essendon Football Club PESTLE Analysis:
The club will be looking forward for the association of the political influence and the
trends that will be affecting the business and the administration of the club. The political
understanding must be developed so that there is no problem for the players. The proper
functioning of the players must be kept in mind so that the team and the club does not get
affected due to any external factors. The assembling of the team must be proper and relevant to
the economic status of the club. The s analyzed, as there have been small find raising and other
programs that is organized and followed by the club. The use and the application of the
technological advancements and upgrading the technological expertise is important for the club
to not only for being advanced in building up of the team efficiently but also being in par with
the competitors who are competing with the club equally. The use of the technology Prozone 3
that is mostly used advanced technology among the teams widely. The social factors has also
been analyzed so that the functioning of the club may be approved socially and since it is a part
of the society therefore the nature of the impact of the club must be noted and looked upon.
Thus, the factor of entertainment that is related to sports is derived from the reactions and the
common motions shared by the people toward sports. Therefore, the mod of the development of

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ASSESSMENT 2: VALUE PROPOSITION REPORT
the status of the sport is also an important factor that the club is looking forward for. The legal
trends are analyzed as well, so that the security standards can be raised as the safety and the
status of the players playing the team is completely under the responsibility of the club. The
taxation policies are verified, as there will be involvement of overseas players that will cost the
club much tax than the players of the nation. Thus the club will be benefiting from the analysis
and the implementation of various strategies that will be satisfying the club for the vest possible
reasons covering the points and the areas of concern for the club.
Porter’s Five Forces- External Analysis:
The application of Porter’s Five Forces has been previously made based on the
application for understanding and developing the non-numeric evaluations. However, the
application of the analysis is completely based on the understanding of the tangible affairs and
changes that are to be applied for the services of the club regarding the management and the
functioning of the team. The club is constituted of several employees managing teams, players,
managers and several non-playing staffs are of great importance to the company therefore they
work as the suppliers of the company. The impact of the media largely motivates the supply to
the club indirectly as there have been a lot of inclusion of various media and staffs in the social
grounds of the club. The media therefore aids the club financially and also enhances the
distribution of the production of the club as well as the team. The players serve as the bargaining
power of the club. In addition, the number of the players owned by the club will definitely
increase the scope of the bargaining capability of the club. Therefore, the transfer of players of
the club play a significant role in maintenance of the status if the club. The merchandising of the
company also play an important role in the maintenance of the club and influence the bargaining
skills of the club.

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ASSESSMENT 2: VALUE PROPOSITION REPORT
In addition, there are certain challenges that serve as testing factors of the club. In other
words, the company has been looking forward for the development of the club, as keeping notice
of the rise of the certain clubs and other competitive factors that may apply as challenging to the
club as well. Therefore, performance of the club is an important factor that will determine its
position in the future.
Value Proposition
Competitor Analysis:
There are a lot of football team in respect to number of the participating team in the
Australian League. Therefore, the teams that take part in the league serve as the influencing and
the driving factors for EFC. Therefore, the inclusion and the motivation of the other teams have
left a deep impact on EFC. Thus, the matter of considering the women’s teams also serves as to
ensure the leading and the keeping up with the competition of other teams. Thus, the matter of
growing and developing of financial implications within the organization is all dependent on the
winning or the success rate of the club (Knijnik, 2015).
Secondary Research Analysis:
The women’s team may face problems while a huge number of female players has
presently played dealing with the physically rough game like football worldwide. Thus, that may
be analyzed and the negative factors can be countered. The environment of the clubs are assessed
under the various means and the functioning of the female factors that may prove to be
problematic for women to play football. The inclusion of women in the game of football may
seem to be a drastic game for which the female body will not be able to cope up. However, the
club is ready to take the decision of the fact that both the sexes- male and female must get the