Chapter 4- Segmenting And Targeting Markets

The Boston Celtics targets to reach out for people, mainly men, who feel the need to have entertainment of competition between one team and themselves. The segmentation that the Celtics have done has mad them successful with their profits and fans. They single out mainly men first because men are the ones to have that competitive gene inside of them that makes them like the sport. Secondly the Celtics go for females next with the basketball players because of their looks. Females are willing to buy items with the players names and pictures on it.
When it comes to the Celtics geographic segmentation, of course everybody knows that they particularly  Boston to be there number one supporters and fan. Then they steal away fans of other teams and cities by being number one at the game. As for a demographic segmentations, the go for all ages from females to guys. They may start with young kids becoming fans by doing activites or parties for the kids to enjoy. As for teens they may give away free tickets because teens aren't the richest people in the world and as for adults, they may get free tickets, shirts and maybe even get to meet their favorite players.

Origin Of Clothes Worn Today

Shirt- India

Pants- China

Sweater- China

Sneakers-Indonesia

Strategic Planning

Everybody in Life Always Wants To Win And Be The Best.

The Celtics Always Shoot For The Championship Games.

They Want More Fans Each Day.

From Day One The Celtics Main Goal Was To Win Each Game They Play.

And They Continued To Do That To Win Several Championships.

They Pick Try To Get The Best Players Each Year During the Draft.

This Year They Have Shaquille O'Neal At His Prime!

The Long Run Profitable Strategic Plan For This Company Was To Be The Best And Win. . 

Mission Statement

What Is The Main Purpose OF The Celtics??

The Celtics Are a Main source Of Entertainment Today. They Constantly Watched By Millions Of Fans To Watch The Competition Between Other Teams.

History

Celtics Beginning

Formed By  Walter A. Brown In !946.

Boston Celtics Have Been Around More Then 60 Years.

From 1959 To 1966, They Won 11 Championships Within 13 Years.

Luck Of The Irish, Ya Think?

Or Maybe It Was  Just Coach Auerbach's Skill?

On Top Of That They've Won 17 Overall Championships.

The Most For NBA Franchises.

 Between The Years mid-1950 Through 1960 The Team Was Dominant Team Of The NBA.

In 1966 The Teams The Celtics Center Player, Bill Russell, Took Over The Coach Position.

Russell Retired His Position As Center To Be Coach In 1969.

He Continued To Be Coach Till The 1980's.

In 1970 The Celtics Had A Downfall Of  A Lost.

But Turned It Around The Following Year.

In The 1978 NBA Draft The Celtics Owned Two Of The Top Picks,

Larry Bird And Magic Johnson.    

 In 1980 The Celtics Had A New Coach, Bill Fitch.

Three Years Later The Celtics Once Again Had A New Coach, K.C. Jones. 

After A Three Year Disappearance, The Celtics Were Back In The Finals.

 1983 Was The Year That The Celtics Won Their 15th Championship.

1986 Was Their 16th Championship Win.

   In 1988 Coach K.C. Jones Retired And Was Replaced By Assistant Coach, Jimmy Rodgers.

Celtics Lose One Of Their Major Players, Larry Bird, Due To Having Surgery For Bone Spurs.

Ain't That A Bummer?

They Had A Record Of 42-40 That Year.

 Rodgers Was Fired In 1990 And Replaced By Assistant Coach, Chris Ford. (Former Celtic Player)

 In 1990 The Celtics Made A Major Recovery Of A Record Of 56-26.

Even Though Larry Missed 22 Of Those Games.

Guess It Wasn't The Player, It Was The Coach.

 In 1995 Chris Ford Was Fired By The General Manager M. L. Carr.

Carr Replaced Ford With Himself And Became The Celtics New Coach.

After Carr's Take Over As Coach, Celtics Had A Record Of 33-49.

Such A Struggling Record.

In 1996 The Celtics Then Had A Record Of 15-67.

Despite The 1st Round draft Pick Of Antoine Walker.

 Later On That Year Of 1996, Owner Paul Gaston Convinced Carr To Step Aside From Coaching.

Carr Was Replaced By Rick Pitino.

Rick Pitino Was Team President, Director Of Basketball Operations And Head Coach.

 To Bad That Pitino Was Not The Savior That Every Sought Him Out To Be.

 1998 The Celtics Drafted Paul Pierce.

The Celtics Acquired Kenny Anderson And Dee Brown Also In 1998.

In 2001 Pitino Resigned.

Jim O'Brein Was To The Celtics Next Coach And Was A Great Improvement To Them.

Paul Peirce Finally Decided To Act Like An NBA Star And Left Behind The College Star.

In 2001 The Team Finished Their Season 24-24.

Prior To Pitino's Coaching And Having A Record Of 12-24.

Horrible. 

In The 2001 NBA Drafts, The Celtics Had Picks Of Joe Johnson, Joe Forte And Kendrick Brown.

The Team Entered The 2001 Season With Low Expectations.

Shortly After The Season Began, The Celtics Shot To The Top Of The Alantic Division.

In 2003, The Celtics Were Sold From Former Owner, Paul Gaston, 

To Boston Basketball Partners L.L.C.

The Season Of  2006 Was A Horrible Season For The Celtics.

In 2004 The Celtics Were Under A New Coach Doc Rivers.

The 2006 Season Began With The Death Of Red Auerbach, One Of The Few People Who Have Been Around From The Beginning (1946).

The Celtics Went 2-22 From The End Of December 2006 Through The Beginning Of February In 2007.

In The 2007 Season, General Manager Danny Anige, Traded #5 Draft Picks Jeff Green, Wally Szvzerbiak And Delonte West To Seattle For All-Star Ray Allen And Glen Davis.

The 2008 Sseason For The Celtics Started Off 27-2, The Best In NBA History.

Their Luck Is Finally Coming Back To Them.

They Ended That Season With A Record Of 62-20.

In The 2009 Season, The Celtics Signed Veterans,Rasheed Wallace And Marquis Daniels.

The 2009 Season Started Off With A Record Of 23-5.

Soon After Wallace Behavior And Performance Declined And Daniels Had Several Injuries.

The Celtics Finished Their 2009-2010 Season With A Record Of 50-32.

So Far For The 2010 Season, The Celtics Has Signed Jermaine O'Neal As A Replacement For The Currently Injured Kendrick Perkins.

And Also Signed Shaquille O'Neal.