A)About the company:

o Wimbledon is a world-renowned tennis tournament that takes place

annually in Wimbledon, a suburb of London, England. The event is one
of the four Grand Slam tennis tournaments, along with the Australian
Open, French Open, and US Open. Wimbledon is known for its prestige,
tradition, and history, and is the oldest tennis tournament in the world,
having been first held in 1877.

From a marketing perspective, Wimbledon is a brand that has a distinct

identity, image, and reputation. It is recognized globally for its iconic
grass courts, white clothing rule, strawberries and cream, and royal
patronage. These unique elements have helped to establish Wimbledon as
one of the most prestigious and recognizable sports events in the world,
and have contributed to its popularity and commercial success.

In terms of marketing terms, some key concepts that are relevant to

Wimbledon include:
1. Branding: Wimbledon has a strong brand identity that is built around
its tradition, history, and unique elements. The Wimbledon brand is
known for its quality, exclusivity, and prestige, and has been carefully
crafted and managed over many years.
2. Sponsorship: Wimbledon has a number of high-profile sponsors,
including Rolex, IBM, and Evian, who pay significant amounts of
money to associate their brands with the tournament. Sponsorship
provides valuable revenue for Wimbledon, while also allowing
sponsors to reach a large and affluent audience.
3. Licensing: Wimbledon licenses its brand to a range of third-party
companies, who create products such as clothing, accessories, and
souvenirs featuring the Wimbledon logo and other branding elements.
Licensing allows Wimbledon to extend its brand reach and generate
additional revenue.
4. Event marketing: Wimbledon is a major event that attracts thousands
of spectators and millions of television viewers from around the
world. As such, event marketing is an important part of the
tournament's promotional strategy, and includes activities such as
advertising, PR, social media, and hospitality.
5. Experiential marketing: Wimbledon provides a unique and memorable
experience for its spectators, with activities such as queuing for
tickets, watching matches on the grass banks, and enjoying traditional
food and drink. Experiential marketing is an important part of
 Wimbledon's appeal, and helps to create a strong emotional
connection with fans.
Overall, Wimbledon is not just a sports event, but a powerful brand that
has become a cultural icon. Its success is due in part to its ability to
leverage marketing concepts and strategies to build and maintain its
reputation, reach new audiences, and generate revenue.
B) Analysing the market structure
o Wimbledon's market structure is considered to be multi-sided. A multi-
sided market is one in which there are multiple groups of customers who
are interdependent, meaning that the value of the product or service to
each group depends on the presence and behavior of other groups. In the
case of Wimbledon, there are at least three distinct groups of customers
that interact with each other:

1. Tennis players: The primary customers of Wimbledon are the tennis

players themselves, who compete in the tournament. Wimbledon
offers prize money, ranking points, and the opportunity to compete on
one of the most prestigious stages in the sport. The presence and
behavior of players directly impacts the value of the tournament to
other groups.
2. Spectators: Another key group of customers for Wimbledon are the
spectators who attend the tournament. Spectators pay for tickets,
hospitality, and merchandise, and their presence adds to the
atmosphere and prestige of the event. The presence and behavior of
spectators also impacts the value of the tournament to other groups.
3. Sponsors and advertisers: A third group of customers for
Wimbledon are the sponsors and advertisers who pay to associate their
brands with the tournament. Sponsors and advertisers are attracted to
Wimbledon because of the large and affluent audience that the
tournament attracts, and their presence contributes to the financial
success of the event.

The interdependence of these groups is what makes Wimbledon a multi-

sided market. The value of the tournament to each group depends on the
presence and behaviour of the others. For example, the presence of high-
profile players and the quality of the matches directly impacts the value
of the tournament to spectators and sponsors. Similarly, the presence of
sponsors and advertisers contributes to the financial success of the
tournament, which in turn benefits the players and enhances the prestige
of the event.

In conclusion, Wimbledon's market structure is multi-sided, as it involves

multiple interdependent groups of customers whose behaviour and
presence impacts the value of the tournament to each other.
C)Analysing market structure through PESTEL
o PESTEL analysis of Wimbledon:
1. Political: The political environment in the United Kingdom can impact
Wimbledon in a number of ways, including taxation policies, trade
policies, and regulations around sports and events. For example, changes
in taxation policies could impact the amount of revenue generated by the
tournament, while regulations around sports and events could impact the
way that Wimbledon is organized and run.
2. Economic: The economic environment can also impact Wimbledon in
various ways, including fluctuations in currency exchange rates, changes
in consumer spending patterns, and changes in the global economy. For
example, a downturn in the global economy could lead to lower
attendance at the tournament, while a rise in consumer spending could
lead to higher ticket sales and revenue.
3. Sociocultural: Wimbledon is deeply rooted in British culture and
tradition, and the tournament is seen as a symbol of national pride. The
sociocultural environment can impact Wimbledon in terms of changing
attitudes towards sports and events, as well as changing demographics
and social trends. For example, the rise of digital and social media has led
to changes in the way that people consume and engage with sports, which
could impact the marketing and promotional strategies of Wimbledon.
4. Technological: Technology plays an important role in Wimbledon, from
the use of data analytics to enhance the fan experience, to the use of
social media to engage with fans and promote the tournament.
Technological developments can impact Wimbledon in various ways,
including changes in the way that fans consume and engage with sports,
as well as changes in the way that Wimbledon operates and delivers its
services.
5. Environmental: Wimbledon is committed to sustainability and
environmental responsibility, and the tournament has implemented
various initiatives to reduce its environmental impact. Environmental
factors such as climate change and natural disasters could impact
Wimbledon in various ways, including disruptions to the tournament
schedule, changes in fan behavior, and changes in the way that the
tournament is organized and run.
6. Legal: The legal environment can impact Wimbledon in various ways,
including regulations around sports and events, intellectual property laws,
and contractual obligations with sponsors and partners. For example,
 changes in intellectual property laws could impact the licensing and
merchandising activities of Wimbledon, while contractual obligations
could impact the tournament's ability to secure and maintain sponsorships
and partnerships.
Overall, a PESTEL analysis of Wimbledon highlights the various external
factors that could impact the tournament in both positive and negative ways,
and underscores the need for Wimbledon to remain vigilant and adaptable in
the face of change.
D)Current marketing mix of Wimbledon
o Current marketing mix of Wimbledon:
1. Product: The product that Wimbledon offers is a two-week tennis
tournament featuring the world's top players. In addition to the main
matches, Wimbledon also offers various other experiences and activities,
such as tours of the grounds, food and drink options, and merchandise
sales.
2. Price: Wimbledon uses dynamic pricing to set ticket prices for the
tournament, with prices varying depending on the day, time, and court.
The tournament also offers a range of hospitality packages at different
price points, as well as VIP experiences and packages for corporate
clients.
3. Place: Wimbledon takes place at the All England Lawn Tennis and
Croquet Club in Wimbledon, London. The tournament offers a range of
seating options and experiences, from general admission to luxury
hospitality, and also provides access to various other amenities such as
restaurants, shops, and gardens.
4. Promotion: Wimbledon uses a variety of channels to promote the
tournament, including television, digital and social media, print
advertising, and public relations. The tournament also partners with
various brands and sponsors to promote the event, and offers exclusive
content and experiences to fans through its website and mobile app.
Overall, the marketing mix of Wimbledon is designed to promote the
tournament as a world-class and prestigious event, while also providing a
high-quality and memorable experience for all stakeholders. By leveraging a
range of marketing channels and strategies, Wimbledon aims to engage and
excite fans around the world, while also delivering value to its sponsors and
partners
E) The way ahead in terms of all 4p’s
Here are some potential ways forward for Wimbledon in terms of the 4 P's of
marketing:
Product: In terms of the product, Wimbledon could look to innovate and
expand the range of experiences and activities available at the tournament.
This could include new hospitality packages, enhanced food and drink
options, and more interactive and engaging activities for fans.
Price: To stay competitive and attract a wider audience, Wimbledon could
explore different pricing strategies, such as offering more affordable options
for younger or budget-conscious fans. The tournament could also consider
bundling ticket packages or offering discounts for early bird purchases.
Place: Wimbledon could look to enhance the physical experience of
attending the tournament, such as by improving transportation and logistics
for fans, upgrading facilities and amenities, and creating more immersive
and engaging experiences around the grounds.
Promotion: To reach new audiences and engage with fans more effectively,
Wimbledon could continue to explore new marketing channels and
strategies, such as social media influencers, experiential marketing, and
immersive digital experiences. The tournament could also leverage new
technologies and data analytics to better understand and target its audience.
Overall, the way forward for Wimbledon will depend on a variety of factors,
including changing consumer behaviors and preferences, new technologies
and innovations, and evolving competitive dynamics within the sports and
entertainment industry. By remaining agile and responsive to these changes,
and by continuing to innovate and improve the fan experience, Wimbledon
can continue to thrive and grow in the years ahead.

F) Some financial revenues over the years

o Wimbledon generates revenue from a variety of sources, including ticket
sales, merchandise sales, hospitality packages, broadcast rights, and
sponsorships. While it's difficult to provide an exact breakdown of
revenue by source, here is some information on the tournament's financial
performance over the years:

In 2019, Wimbledon generated a total revenue of £281.6 million

(approximately $385 million USD), a 8.7% increase over the previous
year. This included £254.8 million in income from the tournament itself,
as well as £26.8 million in investment income.

1. Sponsorship revenue is a significant source of income for

Wimbledon. In 2019, the tournament had a total of 13 official
sponsors, including IBM, Rolex, and Jaguar. The exact amount of
revenue generated from sponsorships is not publicly available, but it is
believed to be a significant portion of the tournament's overall
revenue.
2. Ticket sales are also a major source of revenue for Wimbledon. In
2019, the tournament sold a total of 511,043 tickets across the two
weeks of play. The exact revenue generated from ticket sales is not
publicly available, but it is believed to be a significant portion of the
tournament's overall revenue.

In addition to ticket sales and sponsorships, Wimbledon generates

revenue from broadcast rights, merchandise sales, and hospitality
packages. These revenue streams are also believed to contribute
significantly to the tournament's overall financial performance.