Barcelona 1992
“How would you rate your level of satisfaction with this encounter”?
As the journal is based on the Barcelona Olympics I am giving a 6 rate which means I am satisfied with this paper.
“Apply relevant marketing and operations concepts/theories from the lectures to your service encounter”:
In this journal Developing an effective positioning strategy is used as a market concept and Strategic Capacity Plans are used as an operational concept. There are different programs started in Barcelona because of this Olympics the program that started is “ sport for all”, “ campus Olimpia”, and “ schools participate sport in the City” these programs are started for sports development in Barcelona city.
“Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter”.
The issues of this journal paper are outlined below:
⦁ The main risk of this Olympics is a terrorist attack because it is already fixed that due to this Olympics, this city is going to gain publicity in the worldwide audience so at that time there was a huge chance of terrorist attack.
⦁ Before hosting the Olympics this city have to face different types of issues related to security.
⦁ The financial condition of the city is not too good and there was a need for a security team to handle the whole situation.
“Present evidence or data collected from the business that applies to the concept/theory”:
The author presents evidence of the data that is discussed in this paper. For example, In terms of investment in this city, the financial condition of this city is so improving because of the Olympics and there are various New projects also introduced in the City (Basingstoke 2020). The average cost of this Olympic is US dollar 5.2 billion and there is 176% of the “average cost overrun”.
“What does your analysis, using the marketing and operations course concepts/theories, tell you about the company”?
In 1992, Barcelona city hosted the Olympics game and because of the Olympics, the image of the city totally changed at that time. There are different improvements are there in this city in terms of economy and technology because of hosting the Olympic game. Barcelona City is also known as an Olympic village because of the 1992 Olympics. There are different types of arrangements done by the city for the Olympiad as security is the main issue of this city for this there was a technical security team used to handle each and everything of the Olympics (Flyvbjerg et al. 2021). The Barcelona Olympics used to achieve all three main goals of any Olympic that are creating national records, all the athletes are there from the US, and a “plethora of Olympic”.
Athens 2004
“How would you rate your level of satisfaction with this encounter”?
As the journal is based on the Athens Olympics I am giving it a 4 rate which means I am not fully satisfied with this paper.
“Apply relevant marketing and operations concepts/theories from the lectures to your service encounter”:
In this journal, The AIDA Model is used as a market concept and -4 Vs are used as an operational concept. In terms of Economics of the city and country the Olympic game is so life-changing for the cities and country where it is hosted.
“Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter”.
The issues of this journal paper are outlined below:
⦁ But there are some risks which are also created after finishing this Olympic games in Athens as the number of public transport is increased due to this Olympic the pollution of this city is also increased and there is huge traffic in the City.
⦁ The people who are higher at the time of the Olympic games after finishing this game most of them are lost their job so the rate of unemployment in this city is increasing after this game which is not good for this city as well as the country.
⦁ Because of the traffic problem, the citizen of Athens is faced various problems.
“Present evidence or data collected from the business that applies to the concept/theory”:
In 2004, the Olympic games is hosted in Athens and there are so many changes happening in this city because of these Olympic games (Griethuysen et al. 2021). In the case of Athens, the Economic condition of this city is also improving as this is a worldwide event and there are meaningful audiences coming from different countries and cities so the economic condition of any City can be improved because of hosting the Olympic games.
“What does your analysis, using the marketing and operations course concepts/theories, tell you about the company”?
Hosting the Olympic game is not an easy thing as there are so many preparations that are needed before hosting this type of game. The public transport network is also increased in Athens city and the railway lines are also connected with each other because there are various an audience coming from different reasons of this world (Shuang, E., 2021). Unemployment in this city decreased because of hosting the Olympic game in the city as there is a need for more labor forces so various organizations are hiring people for the preparation of this Olympics.
Rio de Janeiro 2016
“How would you rate your level of satisfaction with this encounter”?
As the journal is based on the Rio Olympics I am giving it a 7 rate which means I am totally satisfied with this paper.
“Apply relevant marketing and operations concepts/theories from the lectures to your service encounter”:
In this journal, Marketing Communication is used as a market concept and Gap Model is used as an operational concept. The Government of Brazil and the planner of this Olympiad game are trying to take advantage of as much as possible of this mega event.
“Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter”.
The issues of this journal paper are outlined below:
⦁ The main risk of the Olympic game is a security issue as at that time the crime rate of Brazil is so high and the society of Brazil was used to following different kinds of inequalities based on different factors (Teetzel et al. 2021).
⦁ These factors are so problematic and create different types of problems for the Olympic game.
⦁ In this Olympic games, there are many strategies followed by Brazil that are used by Barcelona and the Government of Brazil is also trying to achieve the same goal as Barcelona Olympics achieved in 1992 which was not easy.
“Present evidence or data collected from the business that applies to the concept/theory”:
The average cost of this Olympic game in Brazil was $ 240 billion which the planned transport network of Rio also added. In this plan, the railway system is also included (Core.ac.uk)
“What does your analysis, using the marketing and operations course concepts/theories, tell you about the company”?
In 2016, The Olympics is hosted in Rio city this is the first time when Olympic games is hosted in South America. In this Olympiad, the member of the Barcelona Olympics is higher for completing the preparation of the olympiad game (Hiller et al. 2019). There are lots of improvements needed in this city and these improvements are fulfilled with the help of hosting the Olympic games in the City. the plan of hosting the Olympic game started in the year 2004 and finally, in 2016 the Olympic game is hosted in Rio.
Beijing 2008
“How would you rate your level of satisfaction with this encounter”?
As the journal is based on the Beijing Olympics I am giving a 6 rate which means I am satisfied with this paper.
“Apply relevant marketing and operations concepts/theories from the lectures to your service encounter”:
In this journal, Branding is used as a market concept and Supply Chain Design is used as an operational concept. The main aim of this Olympiad is improving the public health of China which was the most unique name of any Olympic game.
“Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter”.
The issues of this journal paper are outlined below:
⦁ The main risk of this Olympics is communicable diseases as there are differences in the audience coming from different reasons and with the increase in population there is a high chance that communicable diseases are rapidly increasing among them.
⦁ Instant off health safety with the help of this the Olympic Beijing is also able to identify the main causes of communicable diseases which are food and water safety and they are also starting working on that.
⦁ As the whole Olympiad is based on health it is very important that any type of communicable disease is not spread among the population.
“Present evidence or data collected from the business that applies to the concept/theory”:
The athletes are the main factor of any Olympic game but there is no one who is caring for their health so in 2008 Beijing posted this Olympiad from improving the health facility in this city so that the athletes of the China and different countries are medically fit (Jin Dapeng et al. 2021).
“What does your analysis, using the marketing and operations course
concepts/theories, tell you about the company”?
The Beijing Olympic game is created a world record as in this Olympic game there are 4.7 billion viewers are used to watching the Olympic game on television. With the help of the Olympic game, there are various Dream hospitals and health facilities open in China as well as Beijing city. This Olympics was supported by many other organizations such as the “International Olympic Committee” and the “World Health Organisation” which was the best part of this Olympic games.
Sydney 2000
“How would you rate your level of satisfaction with this encounter”?
As the journal is based on the Sydney Olympics I am giving it a 2 rate which means I am dissatisfied with this paper.
“Apply relevant marketing and operations concepts/theories from the lectures to your service encounter”:
In this journal, The AIDA Model is used as a market concept and Strategic Capacity Plans are used as an operational concept.
“Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter”.
The issues of this journal paper are outlined below:
⦁ There are many new projected a launch in Sydney and because of this the employment rate in Sydney is increased there are tourists coming to visit Sydney and other areas of Australia and this also helps to improve the economic and financial condition of Australia which was the challenging part (Könecke et al. 2022).
⦁ There are many sports-related projects that are also launched in Australia which motivate the children and also improve the sports culture of Australia which was not a thing.
⦁ There is a lot of improvement is required in the transport system of Sydney are fulfilled because of this Olympiad.
“Present evidence or data collected from the business that applies to the concept/theory”:
Because of the Olympics, the employment rate of Australia is increasing in the years 2000 and 2001 and the GDP also increases because of work hosting the Olympic game in Sydney. The Olympics of Sydney 2000 indicated that there is a positive impact on the economy of Australia and Sydney as well.
“What does your analysis, using the marketing and operations course
concepts/theories, tell you about the company”?
In Sydney Olympiad, the budget of the whole Empire is divided into two parts 1 is for dealing with the facilities of the Olympics and another one is the cost of conducting the Olympic games. The sports culture of any country is also a big influence in improving the economic and financial condition of the country, and in the case of Australia hosting this Olympiad is very helpful for this country. The researcher also concluded that Sydney 2000 Olympiad was the most successful Olympiad in Australia as there are lots of improvements are there in Australia because of hosting this Olympiad in Sydney.
Part 2: Report
Introduction
The marketing concept is the idea that a company should strive to understand the needs and wants of its customers and try to meet those needs and wants in the most effective way possible. Application of the marketing concept is in product development. The report aims how marketing a concept-centric market or approach that seeks to understand and meet the needs of customers in the most effective way possible. The report hence presented signifies the marketing concept in the Olympics refers to the various strategies and tactics that are used to promote and sell the Olympic Games and its associated events and products. The Olympics attract a global audience and generate significant economic activity. There are many businesses associated with the Olympics, including sponsorship, broadcasting, and merchandise. This can include a wide range of activities, such as advertising, sponsorships, licensing, merchandise sales, ticket sales, and other forms of promotion.
However, there stake different risks that are associated with the Olympics and their marketing. This report however reflects on different stakes that are associated with the Olympics along with different marketing concepts. The two business that is taken into consideration for this report analysis is Coca-Cola and Visa. Coca-Cola's involvement in the Olympics helps to enhance the overall experience for all participants and adds value to the event through its global reach and brand recognition. Whereas, Visa provides payment services to the Olympic Games, including facilitating financial transactions for athletes, coaches, and other members of the Olympic community. The more detailed marketing concepts of these two companies are detailed below in the report.
Service Encounter One: Application of Marketing Concept/s to discussed encounter
Name: COCO-COLA
Course Concept Review
Coca-Cola has witnessed a long history of sponsoring the Olympic games for a long time. The company uses it as an opportunity in respect to use it as an opportunity to promote its brand. There are different marketing concepts that are associated with Coco cola that are listed below in times of the Olympics.
(Source: Created by Learner)
⦁ Official Partners: The Company reflects in an associated official partnership with the Olympics that reflects that it uses and has the exclusive right to use Olympic branding and imagery in its marketing campaigns (Tien et al. 2020).
⦁ Social media campaigns: Coca-Cola uses social media platforms to engage with fans and promote its brand during the Olympics (Coca-colacompany.com, 2023). This may include creating hash tags, running contests, and posting updates about the games.
⦁ Community involvement: Coca-Cola often works with local communities in the host city to create marketing campaigns and initiatives that reflect the spirit of the Olympic Games (Morgan et al. 2021). This may include supporting local athletes, hosting events, and engaging with local businesses.
⦁ Sponsorship: By sponsoring the Olympics, Coca-Cola is able to associate its brand with the values and ideals of the games, such as international unity, teamwork, and fair play.
⦁ Event-specified marketing techniques: Coca-Cola specifies its marketing campaigns and different products that are specifically tailored to the times of the Olympics Games (Chu et al. 2021). It releases limited edition Olympic-themed packaging or TV commercials or different TV commercial features through Olympic athletes.
Methodology
A detailed study of these concepts and their sponsorship is gained through different sources for more relevant information in this report. Review of official journal along with media coverage related to the Olympics including Coca-Cola, especially CSR. Focusing on the “2010 Vancouver Winter Olympics” and it’s “2012 London Olympics”. A detailed study of the documents offers the advantage of combining a historical analysis of sponsorship partnerships with recent developments. Official excerpts include Coca-Cola annual and sustainability reports from 2007 to 2014 (Morgan et al. 2021). “Coca-Cola's 2012 London Sustainability Policy” as well as Legacy Report from Final Report from “Marketing Report and Knowledge Management Report of the IOC Coordination Commission” on the 2010 along with 2012 Games IOC Sustainability through Sport Report 2012 (Coca-colacompany.com, 2023) . Moreover more relevant details are found from different journals that reflected the Coca-Cola’s Olympic Games sponsorship
Findings
Issues that are faced by the company are listed below,
Coco-cola has faced numerous issues very firstly received a backlash from the people who utterly disagreed from the company’s business practice. Some believed that Coco-Cola contributes to health problems like obesity and they primarily objectified that such company which is associated with such criticism how is a part of Olympics which is often seen as a celebration of health and athleticism (Olympics.com, 2023). Another issue that Coca-Cola has faced is related to its environmental impact (Zhang et al. 2019). The production and distribution of Coca-Cola products generates a significant amount of greenhouse gases and other pollutants, and the company has faced criticism for its environmental footprint. This has led to calls for the Olympics to reduce its reliance on Coca-Cola and other sponsors that have a significant environmental impact (Coca-colacompany.com, 2023). Finally, Coca-Cola has also faced criticism for its labor practices, including the use of child labor and exploitation of workers in its supply chain. Some have argued that the Olympics should not be sponsored by companies that engage in these practices.
Discussion
Coca-Cola has over and above been a proud associate of the “Olympic Torch Relay” for over 20 years. It has been an authorizing partner and member of the Olympic Partners (TOP) program With the renewal of his partnership through at least 2032. Coca-Cola has faced an issue in sponsoring the Olympics is the high cost of sponsorship (Coca-colacompany.com, 2023). Sponsoring the Olympics can be very expensive, and some people have criticized Coca-Cola for spending so much money on sponsorships when that money could potentially be used for other purposes (O'Reilly et al. 2021). Coca-Cola has faced some logistical challenges in sponsoring the Olympics, such as ensuring that its products are available at all of the venues and coordinating its advertising and marketing efforts with those of other sponsors.
(Source: Statista.com, 2023)
The above picture reflects the constant demand of Coco Cola despite of the different issues like changes in consumer preferences, economical downturns. But it has consistently remained a leader in the beverage industry. There are many factors that contribute to Coca-Cola's success, including its strong brand recognition, diverse product portfolio, and global reach. The company has also demonstrated a strong ability to adapt to changes in the market and has consistently innovated. At the 2016 Rio Olympics, Coca-Cola achieved 500 million social announcement annotation as well as 180,000 visitors at the Olympic Park with his #ThatsGold campaign (Olympics.com, 2023). Improving the sustainability of every Olympic Games along with the Olympic Movement is a basic goal of the 2020 Olympic Agenda, and Coca-Cola has accepted its engagement to the environment by numerous initiatives.
Recommendations
Some potential recommendations for Coco-cola are:
Short term goals
Launch a new product or line extension and Improve customer satisfaction through enhanced marketing efforts or product improvements (Gao et al. 2021). With these Coco-cola needs to look after how they can become a leader in sustainability and environmental responsibility.
Long term goals
Investment in different research analyses along with expanding into new markets around the world for strong partnerships with key distributors and retailers.
Service Encounter Two: Application of Operations Concept/s to discussed encounter economical downturns
Course Concept Review
Several ways are adapted by VISA in times of Olympic campaigns where the company typically runs TV commercials and other types of ads that feature Olympic athletes and highlight the role that Visa plays in supporting the games (Olympics.com, 2023). Visa also uses its sponsorship of the Olympics as an opportunity to showcase its latest products and technologies, such as contactless payment systems and digital wallets (Berger-Walliser et al. 2021). Visa's marketing concepts for the Olympics are designed to build brand awareness, drive sales, and showcase the company's products and services to a global audience.
Methodology
Inventory to gather information about the above report has been done with keeping the preference of different journals that has used to gather information. This has helped in gathering different issues that is faced by the company in olympics (Jensen et al. 2019). There is a clear depiction of the different marketing concepts associated with various implication of different market analysis to get a clear view of the company. Moreover, these journals that has been used prove to have an authentic data
Findings
A major sponsor of the Olympic Games and faced several challenges in providing payment services for the games. One issue was the high volume of transactions that occurred during the games, which required Visa to have a robust and reliable payment processing system in place (Visa.co, 2023). Another issue was the need to ensure the security of transactions, as large sporting events can be a target for fraud and other types of financial crime (Crimmins and Horn, 2021). In addition, Visa had to deal with the logistical challenges of setting up payment systems in a foreign country, including complying with local regulations and working with local partners (Olympics.com, 2023). Finally, Visa also had to manage customer service issues that arose during the games, such as helping attendees with lost or stolen cards or assisting with any other payment-related issues that might have arisen.VISA offers a range of financial services and products to support the Olympic Movement and athletes participating in the Games. This includes providing payment solutions for ticket sales, merchandise and other transactions akin to the Olympics. VISA also supports the development of Olympic athletes through partnerships with various National Olympic Committees around the world.
Discussion
There could be several issues that a visa company might face while handling visa applications for the Olympics.
The high volume of applications: The Olympics attracts a large number of visitors from around the world for visa applications for the visa company to process (Fuchs and Bodet, 2021).
Security concerns: The Olympics are a high-profile event, and there may be security concerns that the visa company has to take into account while processing visa applications.
Limited resources: The visa company might have limited resources, such as staff or processing equipment, which could make it difficult to efficiently process the high volume of applications (Schmitz, 2019).
Fraud: There is a risk of fraud in the visa application process, and the visa company might have to put measures in place to detect.
It can be better understood with the reference to 4P’s of VISA
Partners: Visa works with the International Olympic Committee (IOC) and the local organizing committees for the Olympic Games to create exclusive partnerships and experiences for cardholders (Olympics.com, 2023).
Products: Visa offers a range of financial products including payment cards, mobile payments, and other financial technology solutions for the Olympics (Visa.co, 2023).
Places: Visa is the official payment partner and provides locations around the event, including at the Olympic Village and in the Olympic Park.
Promotion: Visa promotes its involvement in the Olympic Games through various marketing campaigns and initiatives, including advertising, sponsorships, and other promotional activities (Olympics.com, 2023).
Recommendations
Some potential recommendations for VISA in relation to the Olympics could include increasing brand awareness and customer loyalty through its sponsorship, developing and promoting new payment technologies for use at the Olympics, and supporting the athletes and teams participating in the Games (Kushwaha, 2019). These goals could be considered both short-term and long-term, depending on the specific context and timeframe being considered.
Conclusion
Conclusive remarks on the marketing concept state that it is a business philosophy that focuses on meeting the needs and wants of customers through a coordinated and integrated approach. It involves understanding what customer’s need, developing products and services to meet those needs, and promoting and selling the products and services to customers. The goal of the marketing concept is to create value for both the customer and the organization. Coca-Cola is a well-known brand and has had a long association with the Olympics, but it is important to note that the relationship between Coca-Cola and the Olympics is a commercial one and the views expressed by the company should be taken in that context. VISA provides a range of financial services and products to support the Olympic movement and the athletes participating in the Games. This includes providing payment solutions for ticket sales, merchandise, and other transactions related to the Olympics. VISA also supports the development of Olympic athletes through its partnerships with various national Olympic committees around the world.
Comments
Post a Comment