978-1111826925 Case The Atlanta Braves

subject Type Homework Help
subject Pages 2
subject Words 457
subject Authors Barry J. Babin, Jon C. Carr, Mitch Griffin, William G. Zikmund

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Case 5
The Atlanta Braves
Objectives: The purpose of this case is to allow students to consider how research could have
been and can be used to effectively market a professional baseball team and stadium.
Summary: A visit to Turner Field, the Atlanta Braves’ state-of-the-art ballpark, feels like a trip
back to the future. It blends 1940s tradition with 21st century convenience and fun. The slogan:
“Turner Field: Not just baseball. A baseball theme park.” From putting fans closer to the action,
to integrating interactive technology, to offering lots of family fun and tasty food, the marketing
of Turner Field is aimed at many types of fans.
Questions
1. What are the key elements of the Turner Field marketing effort?
One major key element is the delivery of value to patrons. Management realized that they needed
2. What aspect of the planning of Turner Field, home of the Atlanta Braves, may have been
influenced by research using secondary data?
Students’ answers will vary, but internal and external secondary data could help identify business
3. What role should business research play in a sporting organization such as the Atlanta Braves,
both in making capital decisions and in supporting everyday operational matters?
Both secondary research and primary research can help such organizations know what business
4. Suppose an executive for the Braves wishes to know whether the stadium has caused
employees (including ticket takers, parking attendants, ushers, security personnel, team
employees, etc.) to be more committed to the Braves organization than when they were
playing in an old-fashioned stadium. What would a potential research design involve and
what data collection and statistical test, if any, could be useful?
Students’ responses will vary. Some may discuss conducting focus group interviews with
representative employees. Others may discuss distributing a survey questionnaire or conducting
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216 Part Seven: Comprehensive Cases
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