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Bmgt 311 athlete trax (1)

Date post:19-Jul-2015
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Marketing ResearchShayla Hill, Cara Skelley, and Katie Potts

Research ObjectivesDevelop ways to expand AthleteTraxs marketSocial mediaDesires of usersKey competitor research

MethodsMETHODSCompetitorsBlue SombreroTeamSnapMitooAll competitors have partnerships or are sponsoredTeamSnap & Mitoo have users worldwide All three have a mobile appTeamSnap 500,000 teamsVS.AthleteTrax 1,500 teams

Current Challenges of AthleteTrax:

Expand audience & gain more users

82% of respondents are in target market (18-24)

87% of respondents are involved in an activity other than an athletic team

Current area of AthleteTrax focusRecommended area of focus66% have 25+ members involved=Potential user base

Best social media platforms to use to target users

56% of own a smartphone70% of college students own a smartphone

79% of people 18-24 own a smartphone*Charts come from Pew Research Center

INSTAGRAM TRENDSInstagram usage rose to 35% in 2013 Projected to reach 51% in 2016

18-24 or make up the largest % of Instagram users


*Data from eMarketer77% of members in a club/organization/athletic team prefer 1 centralized location for all information

SATISFACTION & IMPORTANCEAthleteTraxs tools would be beneficialImplementation Timeline


RecommendationsFocus on 18-24 or college clubs as target marketCreate mobile appCreate InstagramEstablish partnerships & sponsorshipsExpand AthleteTrax to include non-sports related clubs & organizationsExpand worldwide

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