1. Iisha Taylor
James Montgomery
Carles Pons Escanilla
Kayla Bowman

2. Company Analysis
 Goals:
• Win NBA Championship
• Character
 Culture:
• Blue-collar team in a blue-collar town.
• Coach K: "I think they have a philosophy that they
don't talk about being sick all year. They don't talk
about being hurt all year, so when the moment of
truth comes in the playoffs, they're already
accustomed to a certain way of living."

3. Company Analysis
 Strengths:
• One of the most successful NBA teams with many
titles
• Basketball legend Michael Jordan played for them
at the peak of his career, which made the team a
household name across the world
• Loyal fan base in USA
• Good merchandising and marketing makes them
one of the most valuable NBA teams
• Strong brand name and a stable financial
performance

4. Company Analysis
 Weaknesses:
• Does not have a huge global fan base, with most
of its fans being from USA
• Have not won any titles after Michael Jordan left
the club
 Opportunities:
• Develop new talent and retain them, so that they
are able to reach the highs of the 90s once again
• Open new academies in Asia to attract new fans
and develop a brand equity

5. Company Analysis
 Challenges/Threats:
• Threat of top players leaving the club
• Threat of losing its fans because of the
inability to win the NBA title in the last 15
years
• Competitors:
• Cleveland Cavaliers, New York Knicks, Miami
Heat

6. Customer Analysis
Numbers: NBA Attendance Report – 2013
Bulls 41 896,944 21,876
Mavericks 41 821,490 20,036
Heat 41 819,290 19,982
According to espn.go.com.
Types: Male in the age group 10-60
http://espn.go.com/nba/attendance/_/year/2013

7. Competitor Analysis
New York Knicks
 Market share and position:
7 NY Knicks 41 780,353 19,033
 Strength: One of the best arenas, fairly successful NBA
franchise having won titles, loyal fan base in New York,
good marketing and merchandising has kept the
franchise profitable
 Weakness: Not a big force in the last 20 years and
doesn’t have a strong fan base outside New York
 Opportunity: Attract top players/develop local talent
 Threat: Better players leaving the team
and fans not supporting the team in the future due to
lack of success

8. Marketing Strategy
 Season promotional schedule
featuring giveaways for fans
attending home games
* Unique Bulls-themed items
* Bobble heads featuring Derrick Rose, Taj Gibson and
Joakim Noah
* Camo hat for Veteran’s Day and winter beanie, sponsored
by AT&T. St. Patrick’s Day paperboy hats sponsored by Bud
Light. Benny the Bull Wall Clock sponsored by Transunion in
honor of Benny’s Birthday Bash in March.
http://www.lawndalenews.com/2014/10/chicago-bulls-announce-season-giveaways-for-fans/

9. Marketing Strategy
 United to continue to be the official
airline of the United Center, the Bulls
and the Blackhawks
* $5 million a year
*United will also receive advertising and
promotional exclusivity in the airline category and
logo usage rights for all three entities
 Marketing strategy: to have ultimate
fan experience for a fan that’s from
Vietnam, Australia, Greece and Brazil
http://www.forbes.com/teams/chicago-bulls/

10. Missing piece to the puzzle?
 Acquire 2016 free agent: Kevin Durant.