Die bemarkingspotensiaal van die Potchefstroomse Universiteit Hokkie-Akademie (PUHA) : 'n gevallestudie

Abstract

With sport entering the professional arena, it increasingly acquires businesslike characteristics. Sport institutions and facilities are managed like businesses with the same guidelines applicable. Marketing plays an indispensable role in any business that wants to sell a product or a service. Therefore the opportunity to investigate the marketing potential of the PUHA was realised. Top Quality management (TOM) and the expanded marketing mix formed the framework against which the marketing potential of the PUHA was investigated. In Chapter 2 the PUHA was evaluated on the basis of TQM. The PUHA's quality presentation is described and the features discussed. Price and product elements play a vital role in any marketing strategy. The price and product elements of the PUHA in respect of hockey players are investigated and discussed in Chapters 3 and 4. Promotion and distribution elements are investigated in chapters 5 and 6. The implementation of promotion elements by the PUHA is discussed in Chapter 5. The PUHA presents a service at a fixed location and regular distribution theory is therefore not readily applicable. Some merchandise is, however, distributed through the PUHA itself. These issues are discussed in Chapter 6. Finally, client services, people and process elements as part of the expanded marketing mix are discussed in Chapter 7. The PUHA renders a service to hockey players by relying on people implementing certain processes. It is important that the needs of these hockey players are satisfied. Keeping the mentioned framework in mind the marketing potential of the PUHA was investigated by treating an interprovincial high schools hockey tournament which was presented during July 1999 as a case study. The study population therefore consisted of provincial high school hockey players. Altogether 27 teams participated in the tournament. From this population of 484 elements, 168 were chosen through simple random sampling to participate in the study. A questionnaire was distributed to the sample. A second questionnaire for completion was distributed to the trainers and managers of the relevant teams. The study indicates that the PUHA successfully implements the marketing mix elements. The PUHA is well organised and works towards set goals. Opportunities for improvement does, however, exist. Conclusions and recommendations for improving the PUHA's market offering is made, as well as suggestions for further study.