Gatorade's Business Plan: Leveraging the Singapore Triathlon Event

This business plan outlines a strategy for Gatorade to promote its product at the Singapore Triathlon, a major sporting event in Singapore. The plan includes market research identifying athletes and spectators as key target audiences, with a focus on athletes due to their high energy needs. The primary competitor is Squeezy Energy Gel, but Gatorade's advantage lies in its dual function as an energy drink and thirst quencher. The plan details a management structure, service delivery strategies involving strategically placed stalls, and a business model canvas highlighting key aspects. Furthermore, it includes a three-year sales forecast and projected income and expenditure, all aimed at establishing Gatorade's presence and increasing audience reach through systematic growth and profit maximization.

Running head: SPORT EVENT PRODUCT BUSINESS PLAN
SPORT EVENT PRODUCT BUSINESS PLAN
Name of the Student
Name of the University
Author Note

1SPORT EVENT PRODUCT BUSINESS PLAN
Executive Summary
Sport Event tourism is a rapidly growing concept across the world. It has already reached a high
point in its overall global expansion. The business plan focuses on specific product promotion,
marketing and sales with regards to major sports events. The event in focus is the Singapore
Triathlon, which is now one of the major sporting events that are organized in the country. The
triathlon was established in 1984 and was one of the pioneering events of its kind in Asia. Since
then the event has witnessed steady growth. Gatorade is an internationally acclaimed energy
drink and the potential for its success in the context of the event has been evaluated through the
study. The focus of Gatorade concerning the event will be multifaceted. Primarily it would like
to promote itself as an effective sports energy drink. Moreover, the company has also selected
this business plan to incorporate essential sales strategy at the same time. The market research of
the event, participants and other significant aspects have been provided. Moving forward the
structure of the management has been provided. The service delivery aspects have been
evaluated for further understanding. The business model canvas has been provided to identify the
key areas associated with the product in the context of the event. The three years sales forecast
and the projected income and expenditure have been provided for better presentation of the
subject matter. It can be said that the Triathlon is a major sporting event of the country and need
to be significantly covered by Gatorade for better promotion.

2SPORT EVENT PRODUCT BUSINESS PLAN
Table of Contents
Market Research..............................................................................................................................3
Market Background.....................................................................................................................3
Target Audiences.........................................................................................................................4
Competitors..................................................................................................................................5
Future Scope................................................................................................................................6
Management Structure.....................................................................................................................7
Business Location........................................................................................................................7
Staffing........................................................................................................................................8
Production....................................................................................................................................9
Management..............................................................................................................................10
Delivery of Service........................................................................................................................11
Business Model Canvas.................................................................................................................15
Projected income and expenditure.................................................................................................16
Sales Forecast................................................................................................................................17
References......................................................................................................................................18
Appendix........................................................................................................................................19

3SPORT EVENT PRODUCT BUSINESS PLAN
Market Research
Market Background
Sports tourism in Singapore is an already established major sector. Moreover, the
prospects of sports tourism is ever developing in the country. Singapore International Triathlon is
a very long running event in the country. Its history dates back to the time when sports events
were not very widespread in the country. Presently Singapore ranks 2nd as the Ultimate Sports
City (Triathlon Association of Singapore (TAS) | ASTC - Asian Triathlon Confederation, 2018).
This contributes to the increased enthusiasm of participants and spectators alike for this annual
athletic event. The most important factor is the participation of overseas participants. This make
the business potential for a well-known energy drink like Gatorade even greater concerning the
event. The triathlon is organized by the Triathlon Association of the country and Orange Room
Pte Ltd. The triathlon attracts more than 3000 participants from across the globe. Athletes
representing countries like Hong Kong, Malaysia, Australia and New Zealand (Ltd, 2018).
Recently, athletes from many other corners of the globe participate in the event. Local athletes
also largely participate in the event, making it one of the larger sporting events that takes place in
the country.

4SPORT EVENT PRODUCT BUSINESS PLAN
Figure 1: Singapore Triathlon
(Source- Singapore international Triathlon)
Target Audiences
Triathlon as an athletic discipline is tough and there is great need for energy fluids among
the athletes. Triathlon combines three very grueling athletic activities. These are cycling,
swimming and running. This makes this one of the hardest sport disciplines after Decathlon,
Heptathlon or Pentathlon. Hence, given these facts the event can be said to be among the major
factors that can lead to successful business of Gatorade energy drinks. The event is usually held
at the East Coast of Singapore. It is a scenic location and attracts a lot of tourists that also come
to witness the event. This increases the potential of reaching the non-athlete customers of the
energy drink. Hence, the potential customers primarily need to be divided into two groups. The
athletes and the non-athletes. The athletes are the most important target audiences. Apart from
participants from Singapore and other parts of South East Asia participants will also come from
Australia, Ireland, Italy, South Africa, New Zealand and many European countries. Gatorade is
significantly popular as a sports drink across these markets. Hence, these will form the essential

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target audiences (Mason, Paggiaro & Moretti, 2016). The sports event have other energy drink
sponsors as well, many of whom are local brands. The local athletes can be more attracted
towards these locally manufactured energy drinks.
Figure 2: Participants of Triathlon
(Source- Triathlon Association of Singapore)
Competitors
A significant barrier to the business of Gatorade is the availability of Squeezy Energy
Gel. This is a substitute product that is optimized in accordance with the requirement of athletes
and will be provided to the participants of the triathlon event. Elite athletes often prefer the
squeezy energy gel as this provides better long lasting energy when it comes to their actual
participation. Most importantly a large part of the athletes will be part time or professional
cyclists. The gel is more popular among the cycling athletes community. However, squeezy
energy gel is not available throughout the race course and will only be available at certain points.
Gatorade will be relatively frequently provided to the athletes. The factor that can lead to the
better success of Gatorade is that it is an energy drink cum thirst quencher. The requirement of

6SPORT EVENT PRODUCT BUSINESS PLAN
hydration will be significant due to the exhausting conditions and nature of the sport (Gatorade,
the Sports Fuel Company, 2018).
Figure 3: Squeezy Energy Gel
(Source- Squeezy Sports Nutrition)
Future Scope
Moving forward, the spectators can be attracted to the products as well. Gatorade will go
well with the theme of the event. The spectators at these events are more likely to consume
energy drinks as the local authorities promote healthy consumption habits through the event.
Hence, this can be an important customer base to focus on. However, the major audience will be
the male and female athletes. The male athletes will form the larger market as Gatorade is more
popular among the male athletes. Moreover, the race has a young athlete section. This will also
be an effective marketing opportunity as Gatorade is significantly popular among young and
teenage athletes.

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Management Structure
The focus will be towards providing Gatorade mainly before and during the event. This
will be because maximum customers could be reached through this process. The techniques
implemented will focus on the better representation, promotion and sales of the energy drink.
Gatorade will try to reach as much of the target audience sections as possible. The very first
important thing will be to establish effective relationship with the organizers of the event.
Business Location
The location becomes an important factor in case of the business activities. Naturally
since the event will be held at the east coast of Singapore the specific locations will be in and
around the same area. Stalls will be set up throughout the strategic areas of the race course. A
large stall will be set up in the area where the athletes would gather before the race. The venue
for the Triathlon event will specifically be the East Coast Park. This is located at the southeastern
area of the Island of Singapore. The adjacent areas will be Tampines, Bedok and Marine Parade.
Since, the event will cover a large area. Stalls will be installed throughout the specific areas.
Gatorade will get into special agreement with the organizers of the event. The stalls within the
race area will provide free supply of Gatorade to the athletes. The stalls outside the course will
be set up to sell the energy drink among the spectators and audiences. There will be special stalls
at the accommodation centers of the event where the drink will be sold to the athletes (Dashper,
Fletcher & Mccullough, 2014). The production of the drink will be done in the nearby factories.
This will make sure that ample supplies are maintained and management of supplies become
much easier. An office will be rented most importantly in the southeastern region of Singapore.
The focus will be only towards managing and producing energy drink production of Gatorade
only for the event.

8SPORT EVENT PRODUCT BUSINESS PLAN

9SPORT EVENT PRODUCT BUSINESS PLAN
Figure 4: Singapore East Coast Park Beach
(Source- East coast park tourism)
Staffing
The staffing requirements will be very important. The promotion and sales director will
be at the head of all the product related activities that will take place concerning the event. This
is because large events require an effective senior coordinator in order to oversee the smooth
functioning of the business essentials. Gatorade will partner with the organizers of the Singapore
International Triathlon. Hence, there is essential requirement for relationship managers and
relationship management teams. There will be requirement for volunteers for the stalls that
would be set up. There is the requirement of a volunteer coordinator and coordinating team. The
role of the volunteers will be to provide the energy drink to the athletes from the various stalls
that would be installed across the race course. There will be designated sales teams that will
engage in the selling of the energy drink to the spectators and the athletes at specific areas.
Specific teams will be deployed towards setting up the event stalls and managing the activities of
Gatorade throughout the event. The staffing will mostly be done from the local areas. This will

10SPORT EVENT PRODUCT BUSINESS PLAN
bring a lot of local knowledge towards the activities that will be performed by Gatorade
throughout the event. A designated public relations team will also be present to enhance public
engagement functions. The management team will have people qualified in business
management and event management studies.
Production
Production of the energy drink will be a major factor. The event will be huge with large
number of participants. Hence, production need to be done very close to the event area. This will
enhance the supply management functions of Gatorade. The closest factory to the event venue
will be used for the production process. This will help in the better supply management of the
energy drink. The drinks will be brought to the event venue on the days of the event. The
proximity of the production factory will cancel out the requirement for warehousing inventory.
The water and minerals that are used for the production of the energy drink will be easily
procured from the various places in the island.

11SPORT EVENT PRODUCT BUSINESS PLAN
Figure 5: Cyclists at Singapore Triathlon
(Source- Singapore International Triathlon)
Management
Management will be an important aspect of the promotional and sales coordination in the
event. Better management can ensure the effectiveness of operations and the successful outcome
of the event in favor of Gatorade energy drink. The effective coordination of the large number of
staffs become much more important. Firstly, the company will be directly competing with the
rival squeezy energy gel. Secondly, the large number of functional areas for the organization in
the event can make it very difficult to coordinate all the activities properly. The systematic
structure of management can help to enhance the productive performance of the product in the
context of the much popular event. It has to be noted that Gatorade will be associated for
consecutive events for at least three years. The structure of management to be followed will be
kept the same if not any major factor becomes a barrier for Gatorade. The campaign will focus