Case Study: LA Galaxy - Where Sports Marketing Is a Kick!
You're a member of the marketing team at LA Galaxy and being asked by the senior leadership team to critically evaluate the company's marketing strategy. This evaluation should include an assessment of what is going well and where opportunities for improvement exist. To complete the evaluation, you should take into consideration the following: the LA Galaxy product; which of the seven (7) elements of the service marketing mix are most important in the LA Galaxy marketing program; how is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the company and do these activities depend on the specific target markets; the extent to which social media integrated into the LA Galaxy marketing strategy; and finally how does the company assess the impact of its marketing activities.