Some unlucky defects on the events of “Commonwealth Games 2010” affected the credibility of India Organising Committee and the country in serious jeopardy. According to an online poll by `The Times of India` among 31.000 Indians, 97% percent has believed that the government and the organising committee have wrecked the image of the country. The general public, and also the globe are waiting for that the wrecked image of the Games must be repaired. To able to do this maintenance, the organising committee should focus on an effective marketing strategy for a possible future Games in India by analysing the factors which caused the fails. Working organisations are effected by two main factors which are called micro and macro environment factors. In definition, the micro environment factors are the internal factors which can be controlled by the organisation, and the macro environment factors are the multiple external factors which cannot be fully controlled by the organisation. It is so important for being successful to understand and analyse how these factors impact the organisations’ strategy, plans and acts. (Kotler, 2003). The factors such as physical environment, natural factors, socio-cultural factors, demographic factors, economic factors, technical knowledge, political and legal factors are the including of the macro environment. (Hollensen, 2010). One of the equivalent analysis, used for the macro environmental forces analysis, is known PEST -political, economic, socio-cultural and technical; analysis. (Blythe, 2009).

1. KCB ID: 14508 – Tolga KOYMEN
University of Wales
(Kensington Collage of Business)
MBA
MODULE TITLE: MANAGING MARKETS
ASSINGMENT TITLE:
PART-A: Macro Environmental Forces
and
PART-B: Marketing Mix
LECTURER NAME: JAS NAIDOO
KCB ID: 14508 – Tolga KOYMEN
DATE OF SUBMISSION: 29/11/2010
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2. KCB ID: 14508 – Tolga KOYMEN
PART - A
The Potential Impact of the Macro-Environmental Forces on the Credibility of the
Commonwealth Games 2010 India
INTRODUCTION
Some unlucky defects on the events of “Commonwealth Games 2010” affected the credibility of
India Organising Committee and the country in serious jeopardy. According to an online poll by `The
Times of India` among 31.000 Indians, 97% percent has believed that the government and the
organising committee have wrecked the image of the country. The general public, and also the globe
are waiting for that the wrecked image of the Games must be repaired. To able to do this
maintenance, the organising committee should focus on an effective marketing strategy for a
possible future Games in India by analysing the factors which caused the fails.
Working organisations are effected by two main factors which are called micro and macro
environment factors. In definition, the micro environment factors are the internal factors which can
be controlled by the organisation, and the macro environment factors are the multiple external
factors which cannot be fully controlled by the organisation. It is so important for being successful to
understand and analyse how these factors impact the organisations’ strategy, plans and acts. (Kotler,
2003).
The factors such as physical environment, natural factors, socio-cultural factors, demographic
factors, economic factors, technical knowledge, political and legal factors are the including of the
macro environment. (Hollensen, 2010). One of the equivalent analysis, used for the macro
environmental forces analysis, is known PEST -political, economic, socio-cultural and technical;
analysis. (Blythe, 2009).
PEST ANALYSIS
A. The Impact of the Political Environmental Factors:
In the Commonwealth Games 2010 case, which will be analysed through the macro environmental
factors, the frame of the political and legal environment has limited by the rules and behaves of the
ruling party and the international sport industry-based organisations. Sometimes there can be
conflicts between the general behaves of the ruling party and the expectations of the international
organisations as there has been in our case.
For example; the security issue of the games.
The government, also all the former governments in India, think that the security means using the
army forces and police with loaded guns in all the public areas against any unsecure situation.
However this security perspective works in ‘unstable developing democracies’ such as India, Turkey,
many Asian, African, and South American countries, remain of the world -developed countries’
people; don’t understand the appearance of soldiers which routinely aiming loaded guns everyone.
Many experiences have shown that this kind of power show offs have dissuaded the protesters in
India, but have been criticized by remain of the world. In an international organisation which
includes a lot of senior visitors from all over the world, using the army forces with loaded guns in a
visible position means terror.
The raid of the Delhi Police on the Organising Committee Head Quarters may cause of the thinking
that strict security check means suspecting everyone who is stranger for them and not hesitating to
behave any unkindness way through the suspicious. In our case police raided the HQ and cancelled
the accreditations of more than 2000 athletes and officials whose purposes were just attending the
events according some reports from intelligence officers.
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3. KCB ID: 14508 – Tolga KOYMEN
One of the most ridiculous things was the banning of recall gun to signal false starts. It’s not clear
why these special sport devices, which are used at sports events all over the world, were not
permissible for the Indian Security Chiefs. The thinking has come to mind that they have worried
about the impact of this gun among the loaded guns which they handled. Maybe they thought that
unexpectedly the recall gun was used whilst the opening race, the Delhi Police could raid the
Jarwaharal Nehru Stadium to arrest the rebels. It could be possible that the chiefs might try to
hinder wrecking the image of the country more.
However after the Mumbai attacks on December 2009 the government had had to rise the security
prevents against any possible attacks and there were many reports from intelligence agency about
possible attacks, the government should apply strict security prevents in hidden way for not to cause
a terror on visitors.
B. The Impact of the Economic Environmental Factors:
While the economic environment is being searched for the Games, the fact of corruption and the
intervention of high level bureaucrats must be taken into account. However the intervention and
corruption are often outlawed by the regulations in India; these are the facts of the Indian economic
system, especially in the issue of contracts for big projects such as adjudication of accommodations
for athletes and officials or adjudication of renovation of stadiums.
These facts; corruption and intervention, have caused some outlawed and illegal relationships
between contractors and bureaucracy. When the finished projects are delivered by the contractors,
the controllers don’t apply strict controls whether the project is available or not.
For instance; surface of the running track. After it was used once for the Sunday’s Opening
Ceremony, emergency repairs were required to it. An opening ceremony is a traditional event for
games. And while the running track was being built, the possible impact of this event should be
taken into account. On the other hand there were two fully working days and nights to repair the
running track from Sunday to the day before of opening race on Wednesday. The contractors and
the controllers should have an emergency plan for any limping. The concerns about the bumped and
undulated appears of the runway for the long jump and the triple jump competitions or the doubts
about running track whether its compound would be ready or not were caused by the district
controls.
The bad situations of the accommodations, which have seen by the globe via news, were very
shameful for Indian hospitality. Further the tummy bug has had an engraved reputation. Its act on
the screen was very successful. It mustn’t be so difficult that the pest men raided the
accommodations instead of Delhi Police.
Other problems such as the contaminated swimming pool, the collapsing of the pedestrian bridge
near the stadium fifteen days before the Games, the sharp edged barrier which caused a car
accident, dirty bathroom scenes, paw prints on the beds of Games Village, the crashing of the giant
electronic scoreboard at the rugby sevens venue at Delhi University, and the transportation
arrangements which is defined `shambolic` were the outgrowths of the uncontrolled contractors and
the corruption system.
C. The Impact of the Socio-Cultural Environmental Factors:
It’s commonly known that India’s transportation problem is a big issue. However India is one of the
biggest producers for transportation vehicles, the countries transportation culture is not able to
regulate the transportation system. Although huge delays are acceptable for average Indian people,
they cannot be acceptable when we are talking about an international organisation. This serious
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4. KCB ID: 14508 – Tolga KOYMEN
problem which became on the first day of the events settled in the centre of the troubles. However
it could have been tried to explain that the strict security prevents might cause the delays, there
were many judges which has threatened the games’ continuity.
The funeral atmosphere can be explained that the Indian community don’t interest about the sport
events except popular sports. When the sport events are talked about, cricket has come to the
average Indian people’s mind. It’s commonly similar for the other developing communities all over
the world. For example in Turkey, football is so popular. Although the national basketball team
became the world champion years ago, the average Turkish people don’t interest the sports except
football. In these situations the Turkish sport officers have used a palliative way against the funeral
atmosphere on the sport events which there are not enough attendance. The army school or police
academy students are used to fill the venues.
On the other hand the terror culture all over the world against any terrorist attacks might cause not
to attend the people from other countries to the events. The declaration of world famous sport
people about not to attend the Games affected badly the spectators decisions.
D. The Impact of the Technological Environmental Factors
Although India is known one of the technology superpower and outsource of the developed
countries for IT, there were many problems about the communication technology based devices
during the Games. The world’s leading agencies complaint about the late arrival results which are as
important as the sport events. The problem could not be solved during the organisation and caused
the tainted brand image.
On the other hand some technological devices’ problems such as the unworkable ticket booth
reinforced the complaints about the technology which was used for the Commonwealth Games by
the Indian Games Committee.
POSSIBLE RESOLVETIONS
Many of the macro environmental factors which have been tried to analyse above has badly affected
the credibility of the games. The terror atmosphere after the Mumbai attacks caused the strict
security prevents which demoralised the visitors during the Games. The possible attacks which were
reported by intelligence agency reinforced this demoralisation. However the necessity of the strict
security prevents, the government should apply them in a hidden way for not to cause a terror on
visitors.
The issue of the corruption allegations and the intervention of the high level bureaucrats caused
construction delays and problems on the biggest international organisation which India has ever
headed. $4.6 billion was spent which was nine times more than the estimations (Chackrabarti,
2010). But it didn’t make happy anybody except bribers. On the other hand the technological
problems and the transportation problems reinforced the impact of the issues on the credibility of
the organisation. The organising committee and the government should have strict controls whether
the schemes are available or not. And also the government should prevent the corruption
allegations and interventions.
The sport events which had not been interested enough by both Indian people and visitors from
abroad caused funeral atmosphere in venues. The organising committee should do more
advertisements before the Games to target more spectators. Even free tickets could be given to
have a crowded atmosphere in venues after the Games started.
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5. KCB ID: 14508 – Tolga KOYMEN
PART – B
Using the Marketing Mix to Improve the Delivery of at least Two Different Commonwealth
Sporting Events in the Future
INTRODUCTION
According to the `Commonwealth Games Federation`, “candidate city must choose 10 core sports
and 7 additional sports from optional list with a maximum of 4 team sports”. Rugby -as a team sport;
and Tennis -as an individual sport; will be used as our products to attain to improve the delivery of
the Commonwealth Games in the future in India. Both sports were played in 2010 Delhi Games. The
sports will be analysed by assisting of marketing mix.
On the other hand, when the past 17 cities (among 19 countries) which hosted the Games were
searched, it can be seen that only 2 cities hosted twice, 15 cities hosted once. So according to the
common tendency, any other possible different city from Delhi must be chosen for future Games in
India. Mumbai will be chosen for the city which will host the Games. This city is the biggest and most
modern city of India and it is known well by the globe, especially in business and sports world.
Product, Price, Place and Promotion -4Ps; are consists of marketing mix which were defined by
McCarthy. Therefore another 3Ps were added to 4Ps by other marketers. These Ps are `People` who
contact customers regularly, `Physical Evidence` which proves the quality of the product or service,
and `Process`. (Dacko, 2008). On the other hand the right time for the right target market mustn’t be
forgotten.
While the marketing mix are going to be done below; strengths of India such as the colourful cultural
mix, having an old ancient civilization, speaking of eighteen official language and thousands dialects,
the successes of Indian players, having a strong and still developing economy, high-class IT
recognition, the positive impact of the high skilled Indian people all over the world, the worldwide
companies in India and being the world’s largest English speaking nation will be used for assisting. Of
course the weaknesses such as unstable democracy, security problems and corruption which caused
many problems in Delhi 2010 must be prevented.
MARKETING MIX
PRODUCT
1. Rugby:
Although `Rugby` is not common for the past Commonwealth Games -it has played four times in
nineteen events, it is a core sport which must be chosen by the candidate city. The other reason of
choosing this sport that it is very popular in India and also in the other Commonwealth countries.
According to the International Rugby Board, rugby fans are over 2.5 billion. There is a huge market
to target with this sport which is the most watched so `the most revenue generating` team sport
after football and cricket. The big competition among the national teams of India, England, Australia,
New Zealand, South Africa, and Canada can help to gain more revenue. Also the popularity of the
rugby players which will be wanted to seen by fans will reinforce the interest for the Games.
It’s thought that based upon the definition of `Product Life Cycle` (Hill, 2007), rugby is on the
maturity age and this product will be used as our `Cash Cow`.
2. Tennis:
Although it is very popular for globe, `Tennis` is a new sport for Commonwealth Games. According to
the Commonwealth Games Federation this sport made its debut in 2010 Delhi. International Tennis
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6. KCB ID: 14508 – Tolga KOYMEN
Federation said that tennis is the most watched individual sport which has over 1 billion fans. It is
another huge market to target with this sport to generate more revenue by getting more spectators.
The variation of this sport such as `Singles Men or Women`, `Doubles Men, Women or Mixed` can be
used to gain more revenue. The hardness of this sport which matches with the spirit of the Games
will target the spectators who like innovation. The popularity of the worldwide tennis players which
will be wanted to seen by fans will reinforce the interest for the Games. The advantage of the
encouraging of new sports for Games by international sport industry-based organisations will help
the presentation of this event.
It’s thought that based upon the definition of `Product Life Cycle`, tennis is on the introduction age
and this product will be used as our `Rising Star`.
PRICE
1. Rugby:
When the price of rugby matches will be arranged, the rugby world cup event prices must be taken
into account. This event is the most watched rugby event and the price should be 2-5% higher than
its prices to awaken interest. The advantages of awareness of this sport and the big competition
among the national teams should be used for gaining the revenue. It’s thought that ambitious
product in main market must have the highest acceptable price to awaken interest of the fans. With
a market research the prices will be made variable based upon the venues and the ranks of the
success of the national teams.
2. Tennis:
The price for tennis matches will be 7-10% less than popular tennis events such as Wimbledon,
Australia Open or Paris Open. Based upon a rising star sport in Games the spectators will be targeted
to awaken interest by lower prices.
PLACE
Two new venues for rugby matches will be built. These will not have ever been used for any other
matches before. One of the venues structure will show the traditional face of India and the other will
show the modern face. The venues will be close to the city centre or there will be a developed
transportation system. The quadrangle of venue-transportation-entertainment-accommodation
must been thought together.
It can be a good example to focus on London 2012 Games preparations. The Mayor has extended
the underground to pair the Olympic Village to the London City. The aim must be trying the
spectators spend more money after the events and enjoy while they are in London.
The two venues of tennis matches will be the counterpart of Wimbledon venue which is known as
the temple of tennis fans. For hosting more spectators, the venues will be the biggest tennis venue
of the world.
Of course there will be an obligation to renew the city’s existing face. On the other hand the
worldwide hotel companies and the travel agencies will encourage building hotels and arranging
trips to Mumbai. Their presentations will reinforce the Games presentation. It can be claimed that
when an organisation have strong stakeholders it can use their facilities. The Partnership of London
Mayor with Barclays for `London Bicycle Scheme` can be a good example. Mayor has been using the
sources of its stakeholder for not to spend more expenditure for this scheme.
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The security of the Games is the most important thing. The appearance of army forces which caused
a terror among the athletes and officers during Delhi Games must be a lesson for future Games. The
security will be provided by technological and contemporary security prevents.
PROMOTION
The Organising Committee will have to spend much effort to presence the events at least from two
years before the Games in the sport spectators market, especially rugby and tennis fans. The
efficient sites for the promotions will be International TV, Web and Printed media, sponsorships with
worldwide multinational companies in India, the high-skilled Indian people all over the world, the
worldwide popular rugby and tennis players.
International TV, Web and Printed Media Campaigns:
This channel will be started to use since the half year before the Games. Especially the media which
is related to the rugby and tennis fans will be targeted. Online ticket sales will be used with
discounting promotion. This campaign will start two years before the Games to ensure having more
spectators. For example, the online selling of Olympic Games 2012 tickets has started on October
2010.
Sponsorships:
By being in association with worldwide multinational companies which are already placed in India
will target to use the sources of stakeholders. When the international sport event organisations are
examined it can be clearly seen that sponsorships is very useful channel. Also the sponsorship of the
government mustn’t be forgotten.
High-Skilled Indian People all over the world:
The presentation of the Games will be done with the high-skilled Indian people and the famous
rugby and tennis players.
RECOMMENDETIONS
In summary, to attain the delivery of the future Commonwealth Games, `Rugby` which is very
popular in India and many Commonwealth countries, and `Tennis` which is young for
Commonwealth Games have been chosen as our locomotive sports. Rugby has been used to
generate revenue for the Games by its popularity, and tennis has been used to show the innovative
face of India.
The pricing will be done based on the international most watched rugby and tennis events. All the
international TV, Web and printed media, sponsorships of worldwide multinational companies in
India, and the high-skilled Indian people all over the world will be used for promote the Games. The
preparations of venues and facilities will be completed six months before the Games started. The
bad memories of the Delhi 2010 Games will try to be forgotten.
Also the speech of the `Commonwealth Games Federation Chief Mr. Michael Fennell` who declared
“...Delhi, you have delivered a truly exceptional Games. Security, transport and other services have
been of highest quality. The venues were world-class ... The Organising Committee overcame all
obstacles and presented a successful Games ... It has presented itself as a world class city. The world
will have a better understanding of this wonderful country and its potential now....” will be used to
attain the credibility of the possible future Games in India.
Total word count for Part - A = 1679
Total word count for Part - B = 1587
(Total word count excluding Cover Page and References: 3266)
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[Accessed: 10 November 2010]
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<URL: http://www.thetimesofindia.com/>
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<URL: http://www.cwgdelhi2010.org/>
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