You are looking to establish a new sports club or initiative in Buckinghamshire.

Select any sport of your choosing* and using the Sport England market segmentation web-tool (www.segments.sportengland.org), find out who are the dominant segment(s) wanting to engage in that sport in Buckinghamshire.

Now:

1) Describe the segment(s) and using sociological theory, concepts and literature explain why these segments might be more interested than others in your chosen sport (approx. 500 words)
2) Using the knowledge of the segments provided on the web-tool and in sociological literature, suggest and justify an appropriate marketing mix for you chosen sport (approx. 500 words)
3) Conduct a basic analysis of the external environment and conclude as to the viability of establishing your sport club or initiative in Buckinghamshire (approx. 500 words)