Sports England Case Study

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Sports England Case Study
Q-1) Using the full spectrum of segmentation variables, describe how Sports 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 to target 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.

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