MGT5MSB: Sport Brand Assessment of Australian Polo Federation

This report provides a comprehensive analysis of the Australian Polo Federation's (APF) marketing strategies, focusing on the 4Ps (Product, Price, Place, Promotion) to promote its brand and achieve marketing objectives. It includes a discussion of APF's market segmentation, including current and potential future segments, and examines how the organization leverages its marketing mix to position itself within the Australian sports services market. The report also highlights APF's role as the governing body for Polo in Australia, its affiliations, and its efforts to expand its reach and enhance facilities. The analysis draws from academic references and explores APF's engagement with governmental authorities and its responsibilities in organizing national and international events.

Running head: SPORTS MANAGEMENT
sports management

SPORTS MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Market Segmentation.................................................................................................................2
Future Market Segments............................................................................................................2
Marketing Mix...........................................................................................................................3
The positioning of the organization...........................................................................................3
Conclusion..................................................................................................................................4
References..................................................................................................................................5

SPORTS MANAGEMENT 2
Introduction
The Australian Polo Federation is the governing body for the Polo sport in Australia. It is
affiliated with the Hurlingham Polo Association, Federation of International, and
Confederation of Australian Sport. The federation encompasses associations of all the starts
of Australia except Northern Territory and Tasmania. The members association of APF are
Queensland Association, New South Wales Polo Association, Victorian Polo Association,
South Australian Polo Association and Western Australian Polo Association (Anon., 2018).
This report includes the market segmentation of APF along with the manner in which 4Ps are
used by the organization to promote its services.
Market Segmentation
APF is the governing body of the all forms of Polo in Australia including regular field polo,
snow and beach polo and polo played by the juniors as well as by the professionals. Through
its five member associations, it covers almost all the maim states and regions of Australia to
develop the interest in playing and learning this sport. It is also responsible for coordinating
matches of the national and international level, setting rules, guidelines, and policies and
supervising the programs or promoting the sport.
The federation is currently not working in the territory of Tasmania and Northern Territory of
Australia because of the uncertain weather conditions of the states. It is due to the uncertain
weather conditions of these territories. Apart from this, the federation is providing its services
with the help of several small polo associations in every city of Australia (Minkove & Ross,
2013).
Future Market Segments
APF is the main body for the carrying out all the promotional and functional level activities
related to Polo. The organization is trying to seek its membership in the Association of
Summer Olympic International Federation and Association of International Olympic Winter
Sports Federations. If APF gets membership in these international level polo associations
then it will be easy to get funds for the enhancement of facilities in the country for playing
polo.
The federation is also working for providing including this sport in the course of the primary
and secondary students so that the interest of the students can be developed towards Polo
from the initial stages.

SPORTS MANAGEMENT 3
Along with thus, the federation is also trying to provide free training for the sportspersons
who are not able to pay high fees for learning this sport but they are good in playing and
willing to build their carrier in this sport (Kriemadis & Theakou, 2007).
Marketing Mix
The organization used 4Ps in the following describes manner:
Name of the
organization
Australian Polo Federation (APF)
Product The organization provides services related to Polo in the entire region
of Australia. It provides all facilities to the players and looks after the
participation of Australian Polo Team in Olympics, Commonwealth
Games and other international level tournaments of Polo.
Price As this is a government recognized organization, it provides the
services at very reasonable cost to the players. It also provides
scholarships based on the talent of the players (Mihai, 2013).
Place The federation provides its services in the whole Australia except
Tasmania and Northern Territory. The small level polo clubs and
associations are established at the local level in each city to provide
the knowledge and opportunities for learning this sport.
Promotion The main strategy is used by the federation to promote its services is
the advertisements through campaigns and electronic media. The
APF is also connected to some main sports equipment manufacturing
brands to promote its services effectively. Along with this, it
organizes the polo events with the help of its five associated members
(Ghezail, et al., 2017).
The positioning of the organization
The organization is enjoying its position in the Australian Sports Services Market as APF is
working with all governmental authorities in the market. It has the right of selection of
players for the national sports team. It is also providing jobs related to the coach, trainer, and
other related positions in the sports industry. Along with this, it also has the rights and
responsibilities related to organizing international events, which are decided to hold in the
territory of Australia (Ilic, 2013).

SPORTS MANAGEMENT 4
Conclusion
On the basis of above discussion, it can be concluded that the Australian Polo Federation is
the main authority of Australia, which the responsible for managing the activities and
function related to the sport. The organization is working well in this directions and this can
be seen in the study of the performance of its member associations and its annual reports. It
can also be concluded the Polo is one of the main sports of the Australia and APF is
continuously working for communication the benefits of this sport to the public with the help
of effective advertisements and programmes.

SPORTS MANAGEMENT 5
References
Anon., 2018. The Australian Polo Federation. [Online]
Available at: https://www.australianpolo.com.au/About
[Accessed 29 July 2018].
Ghezail, M. M., Abdellah, C. & Mohammed , A., 2017. Sports Marketing Strategy in
Achieving the Marketing Objectives of the Economic Enterprise: A Case Study (Djezzy -
Fans of USMA Club). International Journal of Economics, Finance and Management
Sciences, 5(3), pp. 182-188.
Ilic, R., 2013. Strategic Planning at Sports Organizations. Journal of Process Management –
New Technologies, International, 1(4), pp. 113-121.
Kriemadis, T. & Theakou, E., 2007. Strategic Planning Models in Public and Non-Profit
Sport Organizations. Sport Management International Journal, 3(2), pp. 27-37.
Mihai, A. L., 2013. Sport Marketing Mix Strategies. Practical Application of Science,
1(1(1)), pp. 298-303.
Minkove, J. R. B. & Ross, S. D., 2013. Brand Personalities across the Big Four: Positioning
Leagues for Differentiation. The Journal of Sport, 2(2), pp. 111-129.