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Mkt 6308 Maximizing Customer Value Case

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ESPN Case
Joe Jasso
Case 6-15
BMKT 6308 Maximizing Customer Value
Fall I 2015 Dr. Ryan Lunsford

Abstract ESPN has marketed itself as the “Worldwide Leader in Sports”. Today, ESPN is available to approximately 94 million television households in the United States and broadcasts in more than 200 countries (Wikipedia, 2015). When ESPN was launched in 1979, the first program offered was SportCenter, which has become ESPN’s flagship program. When ABC purchased ESPN this provided leverage to expand its brand and increased the company’s ability to compete for major sports contracts, giving credibility within the sports broadcasting industry. ESPN has been able to diversify its brand into several areas and continues to dominate the world of sports with effective target marketing and positioning strategies.

ESPN
The company boasts it …show more content…

In today’s business, the “media landscape has dramatically shifted in the last few years due to digital innovations, many have called upon traditional news outlets to evolve with the technology (Adario, 2012). The initiative ESPN took in 2012 was to create its own ESPN Developer Center, which would help reinvent how its content is used and distributed (Adario, 2012). This strategy was implemented in order to create new mobile apps for smartphones and tablets that would connect with the company’s application interface and in turn be able to reach more fans with ESPN content. This technology has allowed ESPN to connect to each segment and target a specific market. For example, on ESPN mobile the user can pick a city that they want to follow sports such as New York, Boston, Chicago, Dallas or Los Angeles. In doing so, they are able to see, listen and read about sports for that particular city or geographic area. This has allowed ESPN to reach more viewers and listeners no matter where they are across the

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