Consider this scenario.
From January 2020 as CoViD-19 began to spread around the world, it became apparent that it may affect many businesses.
consider the context of online gaming and e-sports. The industry has seen a rapid growth due to Covid lockdowns and has attracted nearly 0.5 billion people towards online gaming in the past few years. The Managing Director of Red Bull Australia, Mr. Miles Wilson, is looking to cash in on the rapid growth of e-sports in the country. The marketing team at Red Bull Australia is seeking to sponsor popular online and video game tournaments within Australia to increase their brand’s outreach. To do so, they first need to understand the popularity of various online games within the Australian community. The marketing team, therefore, has the following Management Decision Problem (MDP) – “Which online/video game tournaments should Red Bull sponsor in Australia?” To solve this problem, they have hired you as the Marketing Research Analyst. For this mini-task, you first decide to design a pilot exploratory study to understand more about the industry. 1. For this part, you should first research on the Health & Wellness Spa industry in Australia (Hint: You will find industry reports in Marketline Advantage. Search for a Case Study from March 2023 on “Esports Market: Witnessing a remarkable growth” in MarketLine). Share 3 insights on the E-sports industry from this report. (Hint: Remember to add the report as part of your references!). (5 points) 2. To get more up-to-date information, search for recent Google search trends (https://trends.google.com.au/) for League of Legends for the past 12 months in Australia. Compare their performance with their closest competitor “Counter-Strike: 2 of 2 Department of Marketing Global Offensive”. Share the corresponding Google Trends graph. Briefly describe the pattern you observe in the graph. (Hint: For this part, go to https://trends.google.com.au/ and search for “League of Legends” (Online game), and then compare to “Counter-Strike: Global Offensive” (Video game). You can also customize the date range and locations for your search terms). (4 points) 3. Summarize key takeaways from your exploratory studies based on secondary data. What advice would you give to Mr. Wilson? (2 points) Next, based on these takeaways, you proceed to the next stage of the Market Research Process. Mr. Wilson’s team has identified that they want to influence Red Bull’s brand recognition through their sponsorship activities. 4. Clearly formulate the Marketing Research Problem (MRP) from the above MDP. Briefly explain your rationale. Your rationale should link to the takeaways from (3) above. Your MRP should at least specify 2 components. (3 Points) 5. For these 2 components, formulate 3 research questions (RQs). There should be at least 1 comparative and 1 relational RQ. Hint: Each RQ should link between two variables (4 Points) 6. Create an analytical model for these components and research questions. Your analytical framework should clearly reflect the variables used in your research questions and specify the information needed for further research (2 Points).
In recent years, the global COVID-19 pandemic has led to a surge in online gaming and e-sports participation, captivating around 0.5 billion individuals worldwide. To leverage this growth, Mr. Miles Wilson, Managing Director of Red Bull Australia, envisions capitalizing on the expanding e-sports industry in the country. To achieve this, Red Bull’s marketing team aims to identify the most suitable online/video game tournaments for sponsorship, thereby enhancing their brand outreach. As the appointed Marketing Research Analyst, I embark on designing a pilot exploratory study to unravel the dynamics of the industry and provide actionable insights for Mr. Wilson’s team.
Explosive Growth: The industry report from March 2023 highlights a remarkable growth trajectory in the e-sports sector, substantiating its popularity. The pandemic-induced lockdowns have significantly contributed to this expansion, attracting nearly 0.5 billion enthusiasts globally towards online gaming.
Mainstream Recognition: E-sports have transitioned from niche entertainment to mainstream recognition, with competitive gaming events, online streaming platforms, and professional players gaining widespread acclaim. This transition presents a unique opportunity for brands to align themselves with a rapidly growing and influential audience.
Diverse Game Appeal: The report underscores the diversified appeal of online games, indicating that various games are gaining traction among different demographics. This diversity suggests that a thoughtful approach to game selection is crucial for successful sponsorship, ensuring resonance with Red Bull’s target audience.
Analyzing Google search trends for the past 12 months in Australia, League of Legends and Counter-Strike: Global Offensive (CS:GO) reveal distinct patterns. The corresponding Google Trends graph depicts that while League of Legends consistently maintains a high level of interest throughout the year, CS:GO experiences fluctuations in search interest. This suggests that League of Legends maintains a more consistent and steady popularity, potentially making it a safer bet for sponsorship, as compared to CS:GO, which seems to have intermittent bursts of interest.
From the secondary data exploratory study, it is evident that e-sports is a burgeoning industry with mainstream recognition. The diversification of game appeal highlights the importance of strategic game selection for sponsorship. Based on these insights, my advice to Mr. Miles Wilson would be to consider League of Legends as a primary candidate for sponsorship due to its consistent popularity, widespread appeal, and steady growth. Additionally, it is important to delve further into understanding the demographics and preferences of the Australian e-sports audience to align Red Bull’s brand effectively.
Marketing Research Problem (MRP): Determine the most effective e-sports tournament for Red Bull Australia to sponsor in order to optimize brand recognition and resonate with the Australian gaming community.
Rationale: Given the explosive growth of the e-sports industry, Red Bull’s objective to enhance brand recognition can be best achieved by strategically sponsoring a popular and consistently appealing tournament that aligns with the Australian gaming community’s preferences.
Identify the e-sports tournament with the highest consistent search interest and viewership among the Australian audience.
Understand the demographics, preferences, and behavior of the Australian e-sports audience to tailor branding strategies effectively.
Comparative RQ: Which e-sports tournament, between League of Legends and Counter-Strike: Global Offensive, demonstrates higher and more consistent search interest among the Australian audience over the past 12 months?
Relational RQ: How do demographic factors, such as age, gender, and location, influence the preferences and behaviors of the Australian e-sports audience, and how can Red Bull tailor its branding strategies accordingly?
To address the components and research questions, the analytical framework will encompass:
Variables: Search interest, viewership data, demographics (age, gender, location), preferences, and branding strategies.
Information Needed: Search interest trends over time, viewership statistics for e-sports tournaments, demographic data from surveys or online sources, and branding approaches of Red Bull and its competitors.
In conclusion, the exploratory study has revealed the growth potential of the e-sports industry, emphasizing the significance of a thoughtful sponsorship strategy. Through a careful analysis of Google Trends and understanding the audience demographics, Red Bull Australia can position itself effectively in the e-sports arena, optimizing brand recognition and resonance among the Australian gaming community.
As a renowned provider of the best writing services, we have selected unique features which we offer to our customers as their guarantees that will make your user experience stress-free.
Unlike other companies, our money-back guarantee ensures the safety of our customers' money. For whatever reason, the customer may request a refund; our support team assesses the ground on which the refund is requested and processes it instantly. However, our customers are lucky as they have the least chances to experience this as we are always prepared to serve you with the best.
Plagiarism is the worst academic offense that is highly punishable by all educational institutions. It's for this reason that Peachy Tutors does not condone any plagiarism. We use advanced plagiarism detection software that ensures there are no chances of similarity on your papers.
Sometimes your professor may be a little bit stubborn and needs some changes made on your paper, or you might need some customization done. All at your service, we will work on your revision till you are satisfied with the quality of work. All for Free!
We take our client's confidentiality as our highest priority; thus, we never share our client's information with third parties. Our company uses the standard encryption technology to store data and only uses trusted payment gateways.
Anytime you order your paper with us, be assured of the paper quality. Our tutors are highly skilled in researching and writing quality content that is relevant to the paper instructions and presented professionally. This makes us the best in the industry as our tutors can handle any type of paper despite its complexity.
Recent Comments