WOMEN'S NATIONAL BASKETBALL LEAGUE
            
            
            
             Marketing Management
            
            
             Michelle Jones
            
            
             November 24, 1999
            
            
            
             EXECUTIVE SUMMARY
            
             It is the intent of the WNBA to provide great basketball action to sport lovers. They intend to do this by increasing the visibility of the WNBA, normalizing repeat buyers, and offering more flexible options to its supporters. The WNBA is targeting women and families as their primary market and therefore selling ticket to youth groups and community organizations. Their current situation is stable yet if they are going to survive, the must stay focused on the many goals and objective that are presented in the SWOT analysis.
            
             Table of contents:
            
             I. EXECUTIVTE SUMMARY
             II. CURRENT MARKRTING SITUATION
             III. SWOT ANALYSIS
             IV. MARKETING STRATEGY AND ACTION PLAN
            
            
            
            
            
            
            
            
            
             CURRENT MARKETING SITUATION
             Currently the WNBA (Women's National Basketball League) is in a good position in that it is new, has a fresh look, and is more affordable than most of the competing forms of entertainment. The Women's National Basketball Association is owned in its entirety by the National Basketball League (men's teams). This gives them the necessary backing both financially and in terms of corporate sponsoring to continue during this start-up period.
             Is the WNBA merely enjoying a honeymoon? I think not. Year two may have been a honeymoon but year three was not, nor do I believe that they acted as if they were going downhill. Rather, I believe that they have taken an aggressive approach to marketing the WNBA in the best possible way to ensure further growth and profits. Their use of a strategic marketing plan has empowered them to live and continue a long and prosperous existence. Using such tools as the Internet, research, studies and an M.I.S database are all part of their effort to stay abreast what their consumers want and need. It is my intent to show, with the use of a SWOT analysis, a view of what is taking place with ...