Market Research for a Basketball Tournament in Hanoi – Run and Shoot

Abstract

The aim of this thesis was to conduct research on Hanoi market and target customer opinions towards the idea of expanding the basketball tournament Run and Shoot to Hanoi, Vietnam. The objectives of the thesis were to study the market characteristics considering its macro- and micro environment and to analyze the targeted customers’ opinions in order to propose initial recommendations to support the tournament expansion progress and further operation. The theoretical background concentrated on theories of marketing environment, customer-driven mar-keting strategies in terms of market segmentation, target marketing, and marketing positioning, the mar-keting mix, the SWOT analysis, and event promotion. The empirical part consists of a quantitative research that analyzes the target customers’ demographic characteristics, and their expectation towards the idea of extending the tournament in Hanoi. Besides, a secondary research was conducted that revealed thorough information regarding the market environ-ments. The outcome of the thesis should be used as part of further strategic marketing studies and planning