Overview of NBL and Phase 3
Businesses need to make marketing plans for their firm to know their marketing strategy for the coming quarter, month or year (Castillo et. al., 2022). Such plan includes business marketing overview, advertising goals, competitors and current marketing position. The selected company for given assignment is National Basketball League (NBL), a men’s professional in basketball composed of 10 teams, where 9 are in Australia and 1 in New Zealand. This is professional in men’s basketball league in both New Zealand and Australia. The main aim of the report is to prepare phase 3, which is to analyse suppliers and intermediaries. It also highlights market of inputs, porter’s five force models for analysing power, nature of delivery system, government actors and industry observers and their role.
This is a written presentation or visual of players in industry that includes suppliers, influencers, manufacturers, distributors, dealers, customers, and how money is used in products or services that change within the sector.
The sports sponsorships provide benefits in terms of accessing or building partnerships with teams, sport or individuals who possess opportunity for creating positive brand associations related with others. This includes Hungry Jack’s, Kmart, Coles Express, DoorDash, Sportbet, chemist warehouse.
NBL also relies on government bodies for funding and expertise to develop several gaming programs (Mizota and Yamamoto, 2021). With government’s help, it is easy to conduct gaming in different places as they provide support in different terms and make events more successful and effective. The different government actors are government and government agencies that deal with public affairs and, including executive departments, judicial branches, and legislative bodies. The government is an important part of any business as they are policy makers, rule providers, and others to operate as per the latest trends and accomplish results.
The number of observers outside firm is exercising influence over supply chain. These observers are directly or indirectly contributing towards organising gaming. It has occurred with the help of taking funds from various sources and creating mutual brand value. They are as follows:
|
Role |
Influence |
|
|
Industry Studies |
The prominent role is to conduct studies related to running one so that they could enhance success and growth (Nizamova and et. al., 2021). |
Increasing effectiveness for NBL to get information of other industry dealing in same segments and make comparison of both and analyse all good and bad point of both business and adopt in existing one. |
|
Unions |
It provides help to industry and solving arise issues faced by them in sponsoring games. |
It has influenced to solve arise issues in competitive place by forming Unions as they have skilled and capable people for work performance. |
|
Business Press |
This provides information regarding market in which activities and operations took place in competitive market. |
The business press influences ways competitors adopt to conduct operations and activities (Park, 2020). With the adoption of suitable ways, it is easy to compete from a rivalry. |
|
Local Organisation |
The local organisation view respective industry and accordingly provides aid for better results. |
They are liable to handle all issues and influence NBL to adopt requirements of business in competitive place. They are liable to make policies and guideline at local level and enhance better outcomes. |
|
State and Federal Government |
It is also playing a role for industry, sectors, and products in which it provides aid to run effectively. |
These influence to follow all rules and regulations made by state and federal governments (Vo, 2020). |
|
International Organisations |
International business is aware of different industries to operate activities and operations in competitive place (Pierce and Longo, 2020). |
In this regard, international businesses must know what strategy is followed for identical types of sectors and adapt accordingly. These organisation has more experience in their respective field and make other carry out work given to them. |
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Service organisations |
They are mainly focused on providing services to businesses for positive results. |
It is influenced through applying new ways for work performance and gaining results from it. |
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Social media influencer |
With this, people are aware of business and provide services by them in the marketplace (Zwanziger Elsinger and Heinz, 2022). |
This is influencing high as it makes aware to people and consumers related with enterprise’s for carrying work in better way. |
Value creation is providing valuable aspects to receive something else which is essential to business (Halme, 2021). The application of value chain is important for NBL to transform product or service from idea to reality. It helps in increasing efficiency of business to deliver valuable products and services at low cost. The value chain models for NBL are as follows:
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Purchasing management |
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Managing relationships with suppliers, negotiating towards best prices, outsourcing agreements, product purchase agreements and others |
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Human Resource management |
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Broadcast & media partners, equipment and tools suppliers, direct competition, indirect competition and, basket court suppliers and others |
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Information technology development |
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Innovations, improvements, IT and technological and development of new products on basis of new technology |
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Infrastructure management |
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Line management, financial management, administrative handling and others |
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Inbound logistics |
Operations |
Outbound and logistics |
Marketing and sales |
Services |
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Receiving, Internal and storing of materials for making team or groups |
Allocation of roles and responsibilities Allocation of teams, Selection of stadium Broadcasting media and others |
Storage Transport Distribution |
Generation and managing of customer relationships along with following guiding principles from competition Creates advantages for users |
Conducting or sponsoring games, Showing lives, encouraging more number of teams to participate |
These are regarded as essential activities of business that are highly needed to conduct operations and activities of NBL. They are described here:
Inbound operations- The procedure of NBL includes receiving, internal and storing materials for making team or groups. The relationship with suppliers is important to create value in this aspect (Kuo, Lin and Liu, 2022). The inbound activities are conducted with business to meet users’ requirements effectively.
Operations- NBL has to carry different functions for making their game successful. The operations are in terms of allocation of roles and responsibilities, allocation of teams, selection of stadium, broadcasting media and others. NBL need to carry out several operations to make gaming activities effective. They are in need of people to conduct day to day operations and enhance success and growth.
Sports Sponsorships
Outbound logistics- It includes activities that are connected to make delivery of products and services to users. This consists of storage, transport and distribution. Whenever team arrives for playing game, they should be provided by transport facility to pick up and drop them to their locations. The stock of dress for players should be maintained and provided whenever required.
Marketing and sales- This is the procedure that is related to putting products and services in markets. It consists of generation and managing customer relationships and following guiding principles from competition and creating advantages for users. For marketing of NBL, it is essential to provide awareness among customers regarding providing of services. NBL has to apply advertising and social media to make aware to users regarding products and services for making partners to work in competitive place.
Service- The services to users by NBL through conducting or sponsoring games, showing lives, encouraging more teams to participate, and gaining the highest outcomes. The users or participants of NBL want to see gaming activities online like scores, members in team, name of participants and others. The technological service should be availed from expertise to overcome technical issues and errors.
These are support activities that are also needed to business for operations and activities and accomplish results. The different secondary activities needed to NBL are as follows:
Purchasing and procurement- It supports activities related to procurement to service from organisation (Lim and Heinrichs, 2021). Examples are managing relationships with suppliers, negotiating towards best prices, outsourcing agreements, product purchase agreements and others. The business is also using this activity to purchase their materials from market and provide them to target audience connected to it.
Technology development is essential for NBL to apply technology for their business. Examples of technology are innovations, improvements, IT, technology and development of new products based on new technology. This is also using tools and equipment suppliers for Daniel’s, shoes and sox, Bulk nutrients, media partners such as sky sport, Foxtel, 10 peach, 10 Play and others. With the development of technology, it is easy to carry out several operations more effectively and efficiently and make their people to enhance better results.
Human resource management- This activity is related to the development of workforce with the help of providing training and development, recruiting, training, coaching, staff, and compensation. The HRM of NBL are broadcast & media partners, equipment and tools suppliers, direct competition, indirect competition, basket court suppliers and others. The right people need to be hired for such a company as they are liable to work under high pressure due to organising matches for the team and allocating them with several roles and responsibilities.
Company infrastructure- The business has to maintain daily operations by including line management, financial management, administrative handling, etc. NBL is working at a high level that requires more people to conduct operations and activities. The business has to move as per new and updated policy for their firm and accordingly conduct matches and gain best results.
Government Actors and Industry Observers
NBL applies the porter’s five force model to analyse company’s competitive environment. This helps in knowing several aspects for business such as suppliers, substitutes, rivalry, customers, new entrants and others. They are as follows:
|
Porter’s five force model |
Power |
Description |
|
Bargaining power of supplier |
Low |
NBL has different categories of suppliers, such as partnerships, broadcast & media partners, basket court suppliers and equipment and tool suppliers (Galli, 2020). These all provide various services to NBL to conduct basketball games at a high level. When suppliers are more than power, it is low as they can switch from one to another and avail services. In this regard, supplier power is low because of the availability of suppliers in the market that provides products and services to business. |
|
Threats of substitutes |
medium |
The substitutes of NBL include DoorDash, Kmart, ESPN, Spalding, Kayo, Shoes & Sox, Hoop City, Dream Courts and others (Guseva, Tyuneeva and Faysi, 2022). There are no other substitutes of basketball gaming for users. They have to rely on respective businesses. The threat is medium for NBL as a limited number of replacements is available at the marketplace that provides buyers services and attains best outcomes. |
|
Bargaining power of buyers |
medium |
NBL has power for buyer to provide different types of services that are related with player development, player scouting, basketball live and basketball event broadcasting services (Cluley, Green and Owen, 2020). The buyer possesses low power as NBL provides various categories of assistance to them. They cannot go to another industry for availing product or services. The power of buyer is medium as NBL offers requirements to users as they don’t have to switch to any places. |
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Threats of new entrants |
Low |
NBL has opportunity to enter into other markets of games such as football, cricket, hockey and others and sponsor them with the help of their team and people. The new entrants are low in the marketplace of NBL for providing products and services. The new entrants cannot easily enter into market as various requirements are needed in terms of registration, licensing and others to compete with other players existing in market. The new entrant for such company is always low (Coffin and Egan-Wyer, 2021). |
|
Competition |
High |
NBL has both types of competition such as direct and indirect. The direct competition includes sports such as NRL, AFL, MLB, Premier League (soccer), Indian Premier League (IPL) and others. On another side, indirect competition includes entertainment providers such as Hulu, Netflix, Marvel, HBO, YouTube, Wait Disney, Foxtel, DreamWorks, etc. The competition creates a problem for NBL to gain better results as many of them are involved in different sports activities and provide services to users. |
The switching costs relative to firm is low as NBL has several category of suppliers like as partnerships, broadcast & media partners, basket court suppliers and equipment and tool suppliers.
The services provided by NBL are different from others. They must provide high quality services to them to conduct several activities and operations. In this regard, it is essential to identify types of costs incurred for work performance.
The concentration ratio is calculated through the sum of market share percentage held by the largest firm’s number in industry. It ranges from 0 to 100% and indicates degree of competition in industry. In the case of NBL, it has a low ratio as there are very few or no number of such businesses dealing in providing services (Croft, Miller and Stokowski, 2021).
The employee solidarity was created to promote the professional integration of unemployed persons and is regarded as a fixed contract for 20 hours a week. With the adoption of solidarity, it is easy for NBL to promote their employees for work performance. The vertical integration has helped NBL expand in which one company controls another in case of distribution or production of product. The business has to provide better services than their competitors for work performance.
Conclusion
The report has concluded that business needs to analyse suppliers and intermediaries. The industry map analysis makes all aspects clear in terms of competitors, suppliers, media partners, and target audience. The inputs markets are regarded as important aspects for business in terms of expertise, technology, materials and others. With the application of porter’s five forces, it is easy to know power high or low or average in terms of suppliers, buyers, new entrants, substitute and competitors. The government also plays an important role in framing policies and plans to carry out several activities and operations.
References
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