Hopp på Täby Galopp : svensk hindersport ur ett strategiskt marknadsföringsperspektiv

Sammanfattning: Horseracing is frequently referred to as the engine behind all horse activity in Sweden and it can be divided in to two main branches: harness racing and thoroughbred racing (HNS, 2008). Jump racing is a part of the thoroughbred racing and the jump racing is characterised by jumps on the racing track. Jump racing has been a part of the Swedish horseracing for over hundred years, but it has in recent years suffered from low economic profitability and been threatened by discontinuance (ATG & SG, 2008). Svensk Galopp, who is governing the horseracing in Sweden, has decided to increase the importance of jump racing. A workgroup was created for this purpose, and as a result of their work a strategy for the jump racing is supposed to be delivered in April 2009 (pers. med. Otter, 2008). All racecourses that are organising jump races have, indirectly been involved in the process with how the jump racing can be improved. Täby Galopp is the racecourse which organises a majority of the jump races in Sweden and their decision of market strategy is of big importance for the sport. Täby Galopp also benefits from a growth of the jump racing sector, as an increased size may lead to more efficient production, as the sport may exhibit economy of scales. The aim of this thesis is therefore to investigate the potential of the jump racing in Sweden and also the jump racing as a substitute to flat racing or harness racing. To find the potential of Sweden's jump racing Täby Galopp is studied from a "Strategic Market Management perspective". This methodology implicates a use of the four dimensions that are important factors for the creating of a business strategy: product-market investment strategy, consumer value position, competences and assets and functional strategies and programs (Aaker, 2005). To illustrate the advantages and disadvantages in the Swedish marketing of jump racing, the Swedish case is compared with the Great Britain's jump racing. The empirical material for this study is collected from Täby Galopp in Sweden and Kempton Park in Great Britain. The empirical data is collected by ten qualitative interviews. As a complement to the marketing theories, an institutional perspective on the thoroughbred racing and jump racing in both countries is included. In this thesis it is concluded that there is a potential in the Swedish jump racing as the current marketing of the sport is almost nonexistent in Sweden. It is important for Täby Galopp to realise that the spectators and the gamblers are the "real consumers", and not ATG. The market situation is also a factor that limits the Swedish jump racings potentiality. It is of importance that Täby Galopp decides how they want to position jump racing. The market situation may be improved if Täby Galopp chooses a position in the marketing that distinguish jump racing from competitors and substitute. At Kempton Park flat racing has the chosen position "a social activity", while jump racing has a position that more focuses on the racing as a sport event. Moreover, in order to have the potential to extend the number of races, a mutual trust must be created between Täby Galopp and the active in the sport. This is to make sure that there are enough horses to fill the jump races that Täby Galopp organizes. The size of the prize money and a high security on the jump course are other important factors in order to guarantee a mutual trust. Täby Galopp may also be more efficient in the marketing of the jump racing if they created a segmentation strategy. A database on all existing costumers could therefore be created, where the information could be used to find important factors that influence the demand for jump racing. Finally, Täby Galopp needs to develop it assets and competences to strengthen the jump racing. Here some improvement could be made in competences in marketing and competences in arranging professional events (entertainment). By arranging jump races at temporary jump courses and by combining jump racing with other forms of entertainment Täby Galopp could use its assets and competences to strengthen the jump racing. Täby Galopp has a good opportunity to use its assets and competences of today in order to change and develop Sweden's horseracing industry, which could guarantee a survival of the jump racings activities even in the future.