RS600 Unit 1 Assignment Atlanta Braves
RS600 Unit 1 Assignment Atlanta Braves
RS600 Unit 1 Assignment Atlanta Braves
Atlanta Braves
Abstract
This paper will discuss the marketing efforts at Turner Field, home of the Atlanta Braves. In
doing so the key elements of the Turner Field marketing effort will be defined, as well as an
opinion given into what aspect of the planning of Turner Field may have been researched using
secondary data. This paper will attempt to offer insight as to what role business research should
play in sporting organization such as the Atlanta Braves, both in making capital decisions and in
supporting everyday operational matters. Finally this paper will offer suggestions as to what a
potential research design would involve and what data collection and statistical tests, if any,
could be useful in finding whether the stadium has caused employees to be more committed to
the Braves organization than when they were playing in an old-fashioned stadium.
ATLANTA BRAVES 3
The Stadium
Built in 1996 to host the Olympics, Turner Field was converted for baseball after the
completion of the Olympic games. The stadium is home to an amusement park, Turner Beach
which hosts a cabana bar and picnic and lounge seating, the Ivan Allen Jr. Braves Museum &
Hall of Fame which is home to over 600 artifacts ("Turner Field Atlanta Stadium Guide", n.d),
Monument Grove, a statuary park featuring the likes of Ty Cobb and Hank Aaron just to name a
few, Scouts Alley, the Braves Chophouse restaurant, and the Braves Clubhouse store ("Turner
Field - history, photos and more of the Atlanta Braves ballpark", n.d.).
The marketing effort at Turner Field is genius in that it addresses the key elements in a
successful marketing campaign. First it is themed, baseball themed park at a baseball stadium.
Second it is targeted not at one demographic but at several demographics, each having its own
separate campaign delivered in the proper venue. Third, it is value-added over the competition
giving it a competitive edge as it is a mutli-entertainment complex all for a single entrance price.
Secondary Data
With the emergence of HDTV, and the use of cell phones as primary modes of contact,
the planning of the digital arena and the addition of the four miles of fiber optic cable that is
installed underneath the arena, along with the special boxes that facilitate at times 5,500 cell
phone calls in an hour are most likely to be the product of customer satisfaction surveys and
information drawn from other sources of secondary data. These sources could come from any
number of places including surveys by cellular service providers, cable tv providers, email
questionnaires etc…
ATLANTA BRAVES 4
Business Research
Typical business research is a question and answer arena. It generally starts with
defining the problem or question, planning the research design, sampling, gathering data,
processing and analyzing that data, conclusions and preparing of the report, revise if necessary
(Zikmund, Babin, Carr, & Griffin, 2013). The question that needed an answer in this scenario
was how to either increase customer base or find a way to satisfy current customer base. With
the amount of time fans found themselves standing around from arriving several hours before the
game, the theme park, hall of fame, statuary hall, beach and restaurant would offer increased
earning opportunities and provide entertainment for the fans while they waited for the game to
begin. An answer to the overcooked hot dogs and batting practice came in the form of an 8,000
As for whether business research should play a role in either capital decisions or
supporting everyday matters in a sporting organization such as the Atlanta Braves, my answer is
an unequivocal yes. Yes on both points. Business research can provide pivotal insight on many
different issues be it in your personal life, business world or the realm of education. A sporting
organization is just that, an organization and as such must make decisions that best support the
interests of the entire organization. Business research helps eliminate some of the doubt in these
decisions.
Employee Assessment
employees to be more committed to the Braves organization than when they were playing in an
old-fashioned stadium some of the things to consider would be size of workforce, which in this
case is quite numerous. That being the case, a simple quantitative survey might be in order with
ATLANTA BRAVES 5
answers measured on a sliding scale of agreeability or a numerical satisfaction scale. Things that
could be measured include company working culture, leadership, direction, and staff
References
from http://www.b2binternational.com/publications/white-papers/employee-satisfaction/
Turner Field - history, photos and more of the Atlanta Braves ballpark. (n.d.). Retrieved from
http://www.ballparksofbaseball.com/nl/Turner%20Field.htm
http://www.atlanta.net/sports/turnerfield.html
Zikmund, W. G., Babin, B., Carr, J., & Griffin, M. (2013). Business research methods(9th ed.).