The Marketing Management Process
White Paper Guidelines:
Read the attached case study, The Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise.
Write a white paper focused on developing a marketing management strategy for the Bobcats in positioning their product.
The paper should be roughly 3-4 pages, double spaced. Include Introduction, body, conclusion.
Although this case study is several years old, it is still relevant for this class. I would like to note that recently the Charlotte franchise did change their name back to the Hornets when the New Orleans NBA franchise changed their name to the Pelicans. A lot has been written on this topic, and many changes have been implemented since the 2008 article was released. For this assignment, you are expected to take a critical look at all information and construct your own analysis. You may consider what has worked and what has failed, and integrate those findings into your paper.
