Consumer Analysis

Overview: For this milestone, due in Module Five, you will complete a consumer analysis for your chosen sport organization, individual, team, or facility. You will
identify the primary consumers, customers, or followers of your selection, and the consumer audience you hope to reach with the new opportunity you
identified in Milestone One. This analysis will become part of your final project, the Opportunity and Consumer Analysis, due in Module Seven.
Prompt: First, read Chapters 11, 12, and 15, and refer to Chapters 4 and 5 for a review of market research and targeting.
Next, complete a Consumer Analysis by identifying a new audience that you hope to reach for your chosen sport organization, individual, team, or facility.
Specifically, the following critical elements must be addressed:
• What are the demographics of the audience that you want to reach? Be sure to address their location, economics, culture, race, gender, and age, as
appropriate.
• What are the primary behavioral motivations for these consumers? Explain.
• How does the current political environment (local, national, or global) influence your new audience?
• What social and cultural aspects influence these consumers? Provide examples.
• What are two available media channels that you would choose for communicating with this new audience and why?
Be sure to incorporate instructor feedback on your Consumer Analysis into your final project, the Opportunity and Consumer Analysis.
Rubric
Guidelines for Submission: Milestone Two should be 2–3 pages, double-spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition
of the APA manual for formatting and citations.
Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional
“Exemplary” category that provides guidance as to how you can go above and beyond “Proficient” in your final submission.
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Demographics Describes in detail the demographics
of the targeted consumers
Describes the demographics of the
targeted consumers, but with gaps in
accuracy or detail
Does not describe the demographics
of the targeted consumers
18
Motivations Analyzes the behavior of the targeted
consumers to identify their primary
motivations
Analyzes the behavior of the targeted
consumers, but lacks details, or
identified primary motivations are
not a logical extension of the analysis
Does not analyze the behavior of the
targeted consumers to identify their
primary motivations
18

Political Environment Analyzes the current political
environment at the geographical
level appropriate for the facility,
individual, or organization of focus
for its influence on the new
consumer audience
Analyzes the current political
environment for its influence on the
new consumer audience, but lacks
relevancy of geographic level, detail,
or accuracy
Does not analyze the current political
environment for its influence on the
new consumer audience
18
Social and Cultural Describes the social and cultural
aspects that influence the new
consumer audience, illustrated with
examples
Describes social and cultural
influences, but lacks specificity to the
new consumer, accuracy of claims, or
illustrative examples
Does not describe social and cultural
influences
18
Available Media Compares available media
opportunities to identify aspects that
may impact success with the new
consumer audience
Compares available media
opportunities to identify aspects that
may impact success with the new
consumer audience, but comparison
lacks detail or accuracy
Does not compare available media
opportunities to identify aspects that
may impact success with new
consumer audience
18
Articulation of
Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors related
to citations, grammar, spelling,
syntax, or organization that
negatively impact readability and
articulation of main ideas
Submission has critical errors related
to citations, grammar, spelling,
syntax, or organization that prevent
understanding of ideas
10
Total 100%