OBJECTIVES
As a person with knowledge of sport management, the author has always brought up to his superiors the viability of strategy formation regarding the analysis of this topic and at times fails to understand the reasons or logic behind certain strategic implementations imposed on it.
By delving into this project paper, the author intends to have better insights into how sport management in Australia is thought up, formulated and then imparted down. The author hopes to have an in-depth understanding as to how the sport management enables the sporting industry of Australia to compete effectively and profitably in this era of internationalization where competition is extremely intense.
In order to reinforce the learning objectives, two key focal issues were focused upon, i.e. innovation and diversity. Innovation was discussed with regard to sport management of Australia where it was renowned for its developmental capabilities to constantly innovate. Diversity came under strategic thinking and formation as the author considered the diverse culture, political climate, economic surroundings, social environment, technological settings, government policies and legal systems in order to better understand the issues being discussed.
EXECUTIVE BRIEF
This essay utilized the sport industry of Australia as the model to review its present sport management and typology and how they dealt with critical situations. From the analysis, key trends in the sport management in Australia were then identified, how it worked and its effectiveness in dealing with critical situations was ascertained. The paper then moved on to assess the sport management strategies in Australia with regard to their suitability to critical situations, during which the internal capabilities of these sport management strategies in relation to the strategy being followed was determined also. An overall analysis of the performance and effectiveness of the Australian sport management was also conducted to assess and compare the capabilities of these sport management strategies with those of others. Gaps in the sport management capabilities and environment were then identified.
Finally, several choices of strategies to improve the sport management in Australia as effective means in critical situations were recommended and evaluated in terms of appropriateness to the issues reviewed, feasibility in carrying out the options and acceptability within the key stakeholders and decision makers. Several key implementation issues related to managing strategic change were also addressed as well.
INTRODUCTION
Sport management can both be considered as a field of education and vocation pertaining to the business aspect of sport. It can be defined as the efficient and effective implementation of the policies and tasks necessary to satisfy the needs of all the stakeholders, especially the players or athletes. Sport management focuses on the careful management of the processes involved in the establishment of strong teams that can contend and excel in their respective sporting events, whether in a professional or sub-professional level (2004).
More often than not, small countries and nations don’t really have the capabilities to implement sport management. Instead, these countries engage in activities that various schools of management typically associate with sport management. These activities include the manufacturing of quality sporting products, sports technology development, production and distribution.
However, sport management deals with all operations done within countries and their governing sport organizations. Activities such as the management of sporting activities, the control of operations, logistics and evaluations are often related with sport management. A great deal of emphasis lies on the efficiency and effectiveness of processes. Therefore, sport management includes the analysis and management of internal processes.
Australia will be the model country that will be used in this research based on their history in sport management.
Sport Defined
Sport is regarded as any competitive activity has established sets of rules for organization purposes. In sports, the athleticism, wits and endurance of the athlete is brutally tested. Most often, this is the only difference in between being triumphant or not. However, activities such as mental games where the power of the mind is being tested as well as activities that utilize various sports equipments are also factors that cannot be denied (2004).
Sports Definition Critique
Masteralexis’ definition of sports tends to be socially conservative. The aspects of the sports are more likely conservative in nature. The real meanings of sports can be ascertained through the instant reflection of the absurd into the “real” which may or may not be further investigated in the rest of the print ad.
Because the definition of sports seemed to systematize the viewers’ ideas, some individuals find the definition extremely difficult to comprehend. This idea however is hypothetical in nature. When Masteralexis created this definition, we must assume that he based his principles towards freeing the collective states of mind of the public through tapping the imaginative capabilities of our “unconscious minds”. For us, this principle of altering daily real situations toward one that integrates the concept of sports and the unconscious capabilities of the mind have manifested itself for the purpose of releasing the personal, cultural, political and social revolution, sometimes pertained to as a complete evolution of life in terms of independence and emotions. At various instances, we found ourselves coinciding with the beliefs of sports to enable the progress of wild social developments.
Author’s Own Definition of Sports
The author has always recognized sports as an efficient and effective method of improving an individual’s health and decision-making power. In my opinion, sports focuses on the careful management of the processes involved in an individual’s pursuit of a healthy mind and body.
More often than not, ordinary, busy people like me don’t really have the time and capabilities to fully engage in sports activities. Instead, I engage in activities that various schools of sports typically recommend, such as brisk walking, cycling, swimming etc. Other activities I consider sports include jogging, running, or simply stretching.
However, I believe that sports must deal with all aspects done within the realm of medicine. A great deal of emphasis lies on the efficiency and effectiveness of the particular activity. Therefore, the continued pursuit of sports leads me to conclude that it will eventually cause me an improvement in terms of my overall well-being.
Ancient Sports Perspective
As early as 4000 BC, human yearning of sports came to fore. Historically, people perceived and associated sports with dreams. It is due to the confronted elements present during those periods of time. Then, the urban middle class of the society introduced sports as the science of medical treatment to the people. The image conveyed by sports – freedom, well-being, and environmental friendliness – is thought to be flattering for the people during that time while setting an example for the youth. This was the reason why local communities promoted sports and other related activities through competitions and cups. Sports were also considered as another means of beautification, relaxation, and recreation to every individual. The natural effects of sports were proven and tested by a significant number of persons. That is the reason why ancient sports like gymnastics and swimming still remain viable up to this time.
Modern Day Sports Perspective
The sports of today offer a wide array of games and activities. The emergence of the concept of extreme sports also contributed to the growth of modern day sports perspective. Thus, sliding and gliding activities in the water such as coastal surfing and wind surfing, skate boarding, hang gliding, delta planing (or parasailing), and all their derivatives are present and operating. These sports activities rely to the waves, winds, and other energies drawn from the natural elements of the water and the sea. With the help of the machines and relevant equipment, these growing sports are additional attractions to budding athletes and sports enthusiasts. Also, these doings improve the relationship of body and nature that enhances spontaneity, imagination, and freedom.
Australian Sporting Industry
The Australian sporting industry is among the fastest growing sporting sectors worldwide. In fact, the Australian sporting industry by itself is recognized as multi-billion dollar and still progressing industry. While this industry enables the provision of vast services for the clients and the sport management as whole, opportunities are also diverse. Indeed, the provisions of the industry for the customers are as unlimited as its opportunities for expansion and addition of features that are beneficial to the potential clients and the whole enterprise.
Today, people specifically sports aficionados are able to search for different areas of interests while in a vacation spree or hobby’s sake. Within the Australian sporting industry, it is quite apparent that there are numerous choices that cater to their personal intentions. At present, the Australian sporting industry is engaged in service provision than in manufacturing, indicating the continuous growth of the industry. Among these conditions are addition of services and facilities that concerns the eventual enjoyment, maximization of the benefits, and other personal fulfillment of the Australian citizens and other clients.
Truly, the changing needs of Australians affect the present conditions of the whole Australian sporting industry. There are some actions done to fully develop as well as to improve the traditional means of sport management. In the Australian sporting industry, the addition of several recreational and leisure activities and facilities, aside from Australia as an attraction itself, is an initiative of the sporting industry related individuals. Thus, the Australian sporting industry provides new amenities, facilities, services, and offers that concerns the further improvement and enjoyment of the clients.
Australian Sport Typology
A. Professional Sports Management
Australian professional sports players refer to a group of athletes who has achieved a significant popularity status for their prowess in their respective sports, in addition that they also get paid for their performances. Going back in history, the Australian professional sports started becoming popular during the 1990s. And together with its existence was also the start of the booming number of sporting programs and leagues in Australia as advertised in television and other types of media.
More often than not, Australian professional athletes do not really make an immediate impact on the overall sports situation of the country. Instead, they engage in sports activities that gradually propel them towards the high level of popularity. These activities include the numerous impressive appearances and performances in national and world sporting events, especially in the Olympic Games.
However, the roles that the Australian professional athletes play are not limited to participating in sports competitions. Activities such as educating the public and other social responsibilities are often related with the Australian professional sports.
B. Recreational / Beneficial Sports Management
To other Australians who are not capable and possess limitations in participating in professional sports, simple recreational sports like jogging and walk is enriching. The fresh breeze of the ocean, the pine trees, and the natural surrounding of Australia adds vitality to the body and its system. Aside from the beneficial effects, it is free of charge and anybody can do it the most convenient time possible.
With the establishment of recreational / beneficial sports management organizations in Australia, there are also some problems occurring in Australian recreational areas that affect the recreational sport management. Soil erosion is the major problem of the country. Such problem causes floods to the areas and destruction of its natural resources. Further, the problem of pollution is also a threat. Existing human conditions such as crimes, exploitation, and lack of self-discipline are also considered as problems. But then again, the Australian recreational sports organizations design precautionary measures that will eventually alleviate or solve the existing problems (2006).
More free time, changing lifestyles, and the breaking down of tasks into individual operations have brought new attitudes and calling for more energy of man as compared in the past. After the enthusiasm for spas, followed by a seaside-resort mania driven by doctors who recommended rest and the enjoyment of nature, came the craze for sports resorts, stemming from the need for physical activities with nature as an ally. Arriving somewhat after skiing resorts and sailing or yachting resorts, surf resorts go hand in glove with the specialization of sports activities, a segmentation of the disciplines and a profound indicator of social changes.
Sports marketing refer to the paid promotion of goods and services through a sponsoring organization or company. While marketing has the objective to choose markets that have the capacity to purchase a product, advertising, on the other hand, is the paid communication through which relevant information about the product is conveyed to potential consumers (2004).
In a general sense, Australian sports marketing are being utilized to be able to impart to the Australian consumers the availability of a particular sports product or service. In a way, Australian sports marketing are also able to provide critical information regarding the sports product or service. When an Australian sports marketing is achieved effectively, this can lead to an increased demand for the product.
There are commonly three main objectives of Australian sports marketing: (1) conveying relevant information regarding a particular product or service; (2) persuading consumers to purchase the advertised product; and, (3) keep the company under the watchful eyes of the public. Most successful Australian sports marketing campaigns usually mix the elements of all three objectives. More often than not, newly established sports products are supported with informative and persuasive ads, while strongly established products utilize institutional and persuasive ads.
CONCLUSION
The results of the analysis carried out on the sports management of Australia indicated very significant effects, even amidst the threats of unrest. Therefore, we could conclude that the sports management of Australia could still be expected to improve faster than average.
The review of Australia’s sports management capabilities and resources revealed very little inconsistencies regarding its typology. This is coherent with their traditional inside-out approach. However, the need to reconcile both the inside-out and outside-in approaches becomes imperative now for the Australian sports industry.
The analysis among the environment as well as the sports management and capabilities of the Australian sports industry revealed certain gaps, most of which are biased towards the environment. However, these gaps paved the way towards determining a number of recommended strategic options to secure the competitiveness of the Australian sports industry.
Also, the Australian sports industry has to find a balance between adherence to internal forces within the management and to the changing forces of the environment in order to implement such strategic options.
Credit:ivythesis.typepad.com
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