Olympic Marketing Strategy Assignment Example | Topics and Well Written Essays - 2000 words

Olympic Marketing Strategy - Assignment Example It offers new products and services on the customers using new techniques and communication media. Marketing business is big and always growing. The political policies that support businesses sponsor in Beijing Olympic games in china are supposed not interfere with the games. Politics, business are supposed to compliment each other but not to impede each other. However, the 2008 September Olympic Games is bound to elicit a lot of pressure and controversies on the political arena regarding the Chinese human rights records and political system. (Plummer, 2008) According to human rights watch, it has argued Olympic sponsors to tackle human rights abuses which are currently taking place in Beijing Games, through targeting what can be achieved. The steps that Human Rights are proposing are in deed in line with the sponsors 's support and also with the Olympic Charter as well as with corporate social responsibility of companies which to sponsor the Olympics. In addition to that, Microsoft and NBC companies which are also included in sponsoring the Olympic Games are also supposed to follow the policies of sponsoring the games which as it has been stated is to avoid political interference but campaigning for achievable human rights. Major global sporting events such as Olympic Games present companies with opportune moment for companies to exploit and market their products. And the 2008 Beijing Olympic Games is not different. This Olympic Games has offered a number of companies' opportunities to market their products. Among these companies is the Levono Company which is a top hi-technology company in China. The company is involved in manufacturing different technological products and it has a sponsorship deal with the IOC to equip Olympic venues with its equipments. (Quelch, 2008) Getting a marketing deal or sponsorship at the Olympic Games is normally a dream come true for any marketer. However, given the extensive protest seen global against the Chinese government, companies are bound to be faced with different and new challenges brought about in Beijing, top on these challenges include: 1. Political demands put at the Chinese administration will create challenge for companies sponsoring the Olympic Games which do not wish to be linked with the political controversy. 2. Considering that Chinese market is the biggest globally, it becomes apparent that no company will probably boycott the games. 3. A number of companies will take a dual marketing method where they will invoke China specific marketing campaigns within the country and invoke less China specific message outside the country. 4. The usually high advertising boost associated with Olympics advertisements may be low as companies reduced their marketing in Olympic-associated brands. The IOC has continued to argue companies and other stakeholders that the Olympic Games and aspirations as well as attainments of all athletes should not involve politics. Though it seems that the Chinese administration intends to use the games to improve its political image, the IOC do not want a repeat of what happened in Moscow when a number of companies and athletes boycotting Olympics. (Quelch, 2008) More so, all companies which are involved in the Olympic Games