Sports England Case Study
Q-1) Using the full spectrum of segmentation variables, describe howSports England has segmented the sports market?
Answer- In order to understand the British people’s attitudes and motivations aboutsports, Sport England has built 19 sporting segments all around the United Kingdom totarget its customers in the sports market.In the segmentation process Sport England worked closely with Experian BusinessStrategies consulting group. Sport England along with the help of the Experian Groupanalysed data of the English people aged 18 and older. They collected and collatedinformation about specific sports involvement; desire to do sports and the obstaclesthey faced in doing sports. The analysis further included the collection of data onmedia consumption and communication channels, social capital, health indicators,and involvement in wider cultural activities.Sport England completed this survey with the collaboration of Action People Survey.This was one of the largest ever sports survey conducted and carried out in Europe bythe company. The survey provided Sport England with the levels of participation of people in different groups in the community specifically.The company had designed the questionnaire to find out and analyze the broad rangeof demographic information, such as people’s genders, social classes, ethnicity,household structures, ages and disabilities.Their survey also included how involved people in each segment were in otherrecreational activities. This segmentation process allowed them to understand the topsports that people want to involve themselves in and helped them to identify thecharacteristics of their target groups for projects and initiatives.An example of their successful market segmentation policy is South GloucestershireLeisure’s reopening of a refurbished leisure center in the year 2007. With the help of their market segmentation data and knowledge on how to market to its customers byidentifying which activities people are more interested in.Sport England created a segment profile which identified the largest segments withina 1-,3-,5-,7- and 10- mile straight line buffer of the leisure center. Further the larges