Lpga Marketing Plan

Courtney Trice

Bala Subramanian

Due April 26th, 2011

LPGA: Remarketing Plan

Executive Summary

The LPGA is currently experiencing a decline in viewings and sponsorships that is perceived to be a result of the previous president, Carolyn Bivens. Her tenure lasted from 2005 – 2009. During that time frame, she received negative criticism for attempting g to implement a rule, which would require players to speak English. Without the ability to speak English, fans lack the ability to connect with foreign winners. While communications seemed to be a problem, the biggest obstacle was trying to persevere through a devastating recession. In this recession we have seen bank bailouts and homes foreclosed upon. It is not a shock that we have seen a decline in the LPGA over the last few years. The lack of a star, coupled with a recession proved to be too big of a task for Carolyn Bivens. With the development of many American stars and the recovering from a recession, the LPGA has many positives to look forward to in the future. To take advantage of the positives, the LPGA must establish short term view of the brand. Right now we are viewed as an American sporting event. The long term view should consist of plans to becoming a more global sport that is viewed around the world. The LPGA is in the sports market, but women’s division. Competing with male sports has proven to be a challenging, but not an impossible task. Currently, the LPGA is in a declining stage with tour events dwindling to 24 for 2010. This is the lowest it has been since the 1950’s, that’s the current situation we are facing. The customer analysis of the LPGA consists of fans that are in middle class families. With a SWOT analysis of the company, the LPGA can begin to start adopting a plan to grow in the future. The strength of the tour is the fact that they have an ambitious new president in Michael Whan. He has set forth many plans to better the LPGA. The weakness of the company is that it lacks a...