Question:

In this activity you will develop a detailed SWOT analysis and define a tailor-made social media plan for the 36th America's Cup, a first-class sports event that will be hosted in Auckland in 2021.

America's Cup, the oldest sports competition in the world, has a unique set of rules that makes it one of the most sophisticated sports Legacy properties. Make sure you assess what the America's Cup is currently doing in the definition and preparation of the next edition (new boat unveiling and identification of the best harbor venue for in-shore racing).

The objective of this assignment is for you to dig into a major sports property that is quite hermetic because of its history, format, rules and highly exclusive positioning, so you can develop a strategy to improve its performance in terms of reaching a wider audience, especially millennials who are very much unaware and detached form this event; this strategy will contain actions, criteria and pursued goals.

What information do you need?

You have all the information because you are the organizing body of the 36th America's Cup, a position held by the Royal New Zealand Yacht Squadron, the America's Cup Event Authority.

However, it´s important to make sure you identify sound and clear opportunities for the competition itself and for New Zealand a as the hosting country.

The success of this activity will depend on the following sequence:

1. Make a deep and detailed SWOT analysis for this coming edition of the America's Cup.

2. Based on the analysis main conclusions and identified opportunities, define a social media plan that should support the following objectives:

_ Build the America's Cup momentum as we progress towards 2021, establishing a social media campaign that evolves over time with different phases: describe the strategy for each phase with specific objectives, targets and actions.

_ Increase the "share of voice" of this sports competition and increase its audience by attracting new followers and fans: nourish interest for this competition through a sound exploitation of its unique assets (considering the existing barriers, such as the time zone difference with Europe and the US, and drivers, such as broadcasting technology).

3. Include final conclusions in a Word document to be submitted via the Virtual Campus