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  3. MARKETING STRATEGY FOR THE ORGANIZATION OF THE 2012 PARALYMPIC AND OLYMPICS IN LONDON
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Professor Irwin Marcus

MARKETING STRATEGY FOR THE ORGANIZATION OF THE 2012 PARALYMPIC AND OLYMPICS IN LONDON

It is from this perspective that the author developed this report for the London Organizing Committee for the Olympic Games (LOCOG). The report’s main aim rested on helping in the raising of LOCOG’s international profile and boosting its future targeted share of the market. The 2012 Paralympic and Olympics in London are the basis of the study. It covers the London Olympic and Paralympic Organizing Committee (LOCOG) in ensuring a successful event. The LOCOG has used several marketing strategies to achieve its final objectives. In the context of the Olympics 2012, this study examines the efficacy of the chosen marketing tactics. The marketing tactics chosen were market penetration Strategy it was successful and provided the business with added benefits based on the study results (LOCOG). For example, not just in the UK but worldwide, they have gained greater awareness of the games. The use of contemporary technologies will help the company to offer the games in grand style. It will also guarantee that commercialization is done and that communications are well articulated and cost-effective. System hacking, bogus websites and tickets, and the ICT system's installation expenses were the challenges presented by the technology. LOCOG had to work with the police to guarantee fraudulent transactions were minimized. The websites should likewise be filtered, and the public globally informed of this. Following this, the author identified 4 technology oriented opportunities that can also be maximised by the marketing team. This was followed by a discussion of recommendations that can be implemented by LOCOG’s marketing to achieve success.