Global Vision (Los Mets)

The New York Mets have recently been know for their International signings. Coming into the 2011, The Mets have players from seven different countries and territories outside the United States: Canada, the Dominican Republic, Japan, Mexico, Panama, Puerto Rico and Venezuela. By signing these International Players, The Mets automatically become favorites outside of the United States. For example, In the Dominican Republic, The Mets are big for having Jose Reyes, one of the most electrifying players in the Major League who also won the 1st batting title in Mets History. They were also big by Signing Pedro Martinez, who is no longer with the team, in 2005. Martinez, being a national hero in Dominican Republic attracted many Dominican who cheered for him while he was with the Red Sox. They also had other Stars who were from other countries. Carlos Beltran, Carlos Delgado, both who are Puerto Rican helped the Mets reached the 2006 NLCS. The Mets have many times been called "Los Mets", Due to the Latin presence in the team. By signing all these international players, The Mets have a competitive advantage over other teams. They will have an easier time selling their Jerseys and Caps, simply because fans will cheer for their national players, who represents them in the MLB.

The Market Environment

The New York Mets is one of the most lucrative franchises in the MLB. It has an established fan base that generates substantial revenue for the team each year. Financial success across for the team is dependent on successful marketing campaigns directed toward key target audiences: people of specific ages, genders, ethnicities, income levels and household compositions.

1. Age

   • The Mets directs marketing and promotional efforts toward the 18- to 49-year-old age range. According to Scarborough Sports Marketing, this age range accounts for approximately 59 percent of the entire Mets target market fan base. Within this age range, Scarborough Sports Marketing finds that 63 percent report holding a very high interest in baseball. A person with this degree of interest is classified as an avid fan.

   Gender

   • One of the most impressive features of the Mets target market audience is that gender representation is almost equal. Few professional sports organizations can make that claim about their fan base. Among those who rate themselves as avid fans, Scarborough Sports Marketing finds that 65 percent are male and 35 percent are female. When looking at the big-picture fan base representation for the Mets, the research outfit finds that 57 percent of fans are male and 43 percent are female. With the percentage of female fan base interest steadily increasing, the Mets is expanding its marketing efforts to appeal to females in the hopes of closing the percentage gap between the two fan base gender groups.

   

   Mets GM talks about teams' future.

   Ethnicity

   • Baseball has long been considered America's pastime. For much of its existence, major league baseball has focused on white people as its target market audience, and people who identify as white or Caucasian account for 86 percent of the total baseball fan base, according to Scarborough. The presence of African American and Hispanic players has begun to steadily increase across the league.

     According to Richard Lapchick, director of the University of Central Florida's Institute for diversity and ethics in sports, Hispanic player representation stands at 29.4 percent and African American representation stands at 8.4 percent. Given that these numbers are likely to increase, we can expect to see the Mets reaching out to these two racial fan groups with marketing and promotional campaigns.

   Income Level

   • Adding up the dollars spent on average for team apparel, game day tickets, snacks and drinks at the stadium and other fan souvenirs makes it easy to see that MLB team loyalty is an expensive venture. For that reason, Scarborough Sports Marketing reports the major league baseball fan base is predominantly made up of people from households with income levels of $50,000 to $75,000. According to the research group, approximately 59 percent of the MLB fan base reports household income levels at $75,000 or higher. Lower income levels are certainly not excluded by the MLB's marketing. The higher income levels are the target market focus due in large part to the income potential that can be found there.

   Household Composition

   • Household composition is a relatively new target market concern for major league baseball. Avid baseball fans are rapidly expressing an interest in making team loyalty a family affair. According to Sports Media Inc., 61 percent of MLB fan base households have at least one child in the home. The Mets also target households containing at least one college graduate, as this accounts for 81 percent of the overall MLB fan base, according to Sports Media Inc.

Ethics and Social Responsibility

Mets in the Community

     The Mets responsibility to give back to the community is driven by Ownership's topdown philosophy of "Doing Well While Doing Good" to leverage the appeal of and interest in the Mets to positively impact organizations and individuals through platforms, programs, and initiatives. Through appearances by players, executives, staff and the use of human and financial resources, the Mets assist many facets of the community - schools, libraries, hospitals, museums, and youth baseball leagues, to name just a few.

Mission Statement

   The New York Mets do not have a written Mission Statement, but like all other professional sports teams, their mission is to provide their fans with a winning product on the field. This is based on the teams consistency in making the Playoffs and winning the World series. This is repeated year after year, starting from spring training 'till seasons' end.

Brief History

   The New York Mets are a professional baseball team based in the borough of Queens in New York City, New York. They belong to Major League Baseball's National League East. One of baseball's first expansion teams, the Mets were founded in 1962. From 1964 to 2008, the Mets' home ballpark was Shea Stadium. In 2009, they moved into a new stadium, Citi Field. The Mets have won the Commissioners Trophy or as most people know it, the World Series twice in their history, In 1969 and 1986. After their dramatic victory over the Red Sox in the 1986 World Series, the Mets have only returned to the World Series once. In 2000, they faced their in-town rival the New York Yankees but lost in 5 games. They also came close to it in 2006, but a Homerun by Yadier Molina of the Cardinals ended their hopes in game 7. Since their amazing run in 2006, The Mets have struggled to returned to the Play-offs, going the last 5 years without making it to the post-season. They recently hired Sandy Alderson, who is considered one of baseball's top executives, to rebuild the team and hopefully get them back to October baseball, which is every teams' goal.