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Sport Marketing Individual Assignment: Collingwood Magpies

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Collingwood Magpies is an active participant in Australian netball league. The club initially was started in July 2016 during the disbanding of the ANZ Championship. The current head coach of this team is Rob Wright. Collingwood Magpies Netball was propelled in September 2016 at the central station of the Collingwood Football Club, the Melbourne Sports and Entertainment Centre. Collingwood Magpies has a strong bonding amongst their customers. On social media it was stated that there should be eight teams in this tournament. Collingwood netball team has many female supporters introducing entertainment. The logo is now attractive and now they are bringing up mascots so that kids can also enjoy this particular game.

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Netball Australia has declared an “achievement broadcasting arrangement” and three new groups to enter the new national netball association, as Australia’s five current trans-Tasman establishments collaborate with three new groups to make another eight-group all-Australian division. The members of this club are rising and the members are getting discounts on their tickets.

External Analysis

Immediate Competitors

The Collingwood Magpies competes in a well-recognized and drenched market. Melbourne is also known for its sporting culture and people are involved in these types of sports which make them feel fit and active. The main competitors Adelaide Thunderbirds, Giants Netball, Melbourne Vixens, New South Wales Swifts , Queensland Firebirds, Sunshine Coast Lightning and West Coaster Foyer. All the teams play one game at their home ground and the other one is played on the Competitors ground. Every team should have their strategy and goals how to win this particular tournament.

Secondary Competitors

The city of Melbourne is known for its diversified sporting culture. It is also known as the Sport Capital of the world. It has various types of sports such as Cricket, AFL, Soccer and many other sports. The people of Australia attend all sorts of sporting events and matches and support their teams. Therefore there is wonderful atmosphere such as Concerts, Children’s Games and Food and Beverage services. The main rivals of Collingwood netball are AFL, Cricket, Motor Sports, and Tennis. Netball is the least popular sport in Australia.

Indirect Competitors

There should be some extra circular activities for the consumers who came to support their respective teams therefore they is all sorts of entertainment for the spectators where they get to know about their respective sport and getting to know new people who are already following that particular sport.

The PEST analysis is a way in which the macro environment analysis of a particular company is studying taking into all the forces into consideration.

Political: The rules and regulations created by a government which identifies how a sports organizations will operate. What will be norms to be made in that particular country? Political forces play a crucial role in deciding what will be the rules made for a club. Government also influences the relevant in attracting the major exertions to the various cities. Government provides a large amount of funds to these sports organization so that the event is massive.


Money plays a crucial role in starting a club. The supporters of Collingwood magpies spend money for their tickets and the facilities that they get during a particular game. The people also like to do betting which enhances them to make some sorts of profits. The coaches and the players are getting paid for each and every game they are getting involved. The players are getting benefited when people are getting involved and supporting this team.

Social: The usage of social media nowadays is rising. It has both pros and cons towards the Collingwood magpies. It is nowadays better way to interact with fans and members easily and professionally the examples of these social media are Facebook, Instagram and Twitter. The media is creating a bad influence to the players, coaches and management and making rumors about the team and asking them some strange questions. There is no gender inequality as they are only male mascots during the game.

Technology: Technology advancement have already impacted the way that the game of netball how is being played. Nowadays the visual quality and sound quality makes the more interesting for the spectators. The live coverage of this particular appears only on Channel 9 and only Foxtel subscribers get these types of benefits. It helped the spectators to get information the strategies and goals of that team. Technology advancements is rising in Australia as if the players or officials who could not attend the game can get watch the highlights of that particular game and therefore there are cameras all around the field to check whether any players or team officials do not use any false means or cheat during the game of netball.

Internal Analysis

SWOT analysis is an acronym for Strengths, Weakness, Opportunities and Threats. It is used to study the external environmental analysis of an organizations in compared to other organizations.


Collingwood magpies have a code of conduct that they follow during a particular as these rules and regulations are made by the main body of the conducting tournaments. These laws are made because it builds a team spirit amongst all the teams and they don’t break these laws made by the main organization. There are experienced volunteers during the game as it helps the spectators in locating their seats and providing refreshments to the visitors during their particular game. Collingwood Magpies have a well-known brand name as it is named after suburb in Melbourne. There are many facilities available for the supporters of this particular club such as Discounts on Memberships, Travelling Packages discounts to the members of this particular club.

They are a well-known club as they spread various information on social media websites such as Facebook, Twitter and Instagram.

There are many followers of this particular and the customers of that particular team like to pop up messages during the game therefore the best message is read by that particular team official or player.


There are insufficient coaches those are involved with this particular team. The non-members don’t get benefits as they need to pay extra to get those sorts of benefits that members get. Collingwood magpies haven’t won any tournaments as the people are not supporting them as the other teams are not allowed to discuss strategies of the opposition team.

There are pretty less teams for junior players. They are lacking in providing higher level of umpires during their own games.


There should be some sorts of changes to be made in these types of tournaments. There should be more opportunities to be given to the new upcoming or fresher volunteers therefore they it enhance their confidence and will increase their teamwork and communication skills. Their game is broadcasted on various sorts of social media such as Facebook, Twitter where people can put messages regarding the team they are supporting. For the people who cannot attend their following game they can watch the highlights on YouTube.

The school, colleges and universities are trying to building partnership with a club so that students and staff get a chance to show up their skills towards the game of netball.


Competition amongst all the teams is rising. As there are many training grounds associated with every team. The youngsters are trying their best to book that particular where they can give get some training which can enhance their performance and get a chance to play for a particular club such as Collingwood Magpies. The cost of joining these clubs is very high therefore everyone can’t afford to join this particular club.

The cost of joining any club is pretty high. Therefore every customer cannot afford in joining any sort of club. The chances of risk is more as people like to support a club and trying to make some sorts of money.


Based on the following research and analysis for Magpies it was concluded that they have a differentiated marketing strategies should be adopted by Magpies than teams/clubs. Therefore they should try their best to improve the styles of promotions so that more consumers get involved in this club. There should be some sorts of benefits for the new customers joining this club such as discounts on tickets and discounts on their official merchandise.

Collingwood magpies should entertain more which will enhance the supporters to enjoy the game of netball. There should be more opportunities for the supporters so that they can get a chance to improve their skills towards the game of Netball.

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