NRL in Las Vegas - IA2: Investigation — Business Report

• Unit: Unit 3: Business Diversification

• Topic: Topic 2: Strategic Development

• Syllabus Version: 2025 v1.2

• Assessment Technique: Business Report

• Mode: Written

• Length: 1500–2000 words

• Individual/Group: Individual

• Resources Available: Teacher-provided stimulus materials, access to research tools

Context

The National Rugby League (NRL), a prominent Australian professional rugby league competition, has initiated a strategic move by hosting opening games in Las Vegas, USA. This expansion aims to introduce the sport to a new international market, leveraging the global appeal of Las Vegas as a sports and entertainment hub.

This assessment requires you to investigate the NRL's expansion into Las Vegas, focusing on the strategic development aspects that influence its marketing and operational strategies. You will analyze the business situation, explain relevant concepts and strategies, apply analytical tools, and evaluate the effectiveness of the strategies implemented.

Task

• Create a business report that communicates strategic development to the NRL's management team. In your report, you must:

• Describe the Business Situation

  • Identify the maturity stage of the NRL in the business life cycle.

  • Describe the specific problem the NRL faces that necessitates expansion into Las Vegas.

  • Explain the business environment factors that impact the NRL's marketing and operations in this new market.

• Explain Business Concepts and Strategies

  • Explain the integrated marketing communications strategies employed by the NRL in Las Vegas.

  • Discuss the relationship marketing strategies, such as loyalty and rewards programs, implemented to build a fan base.

  • Outline the operational strategies, including project management and outsourcing, used to deliver the event.

  • Explain the role of branding in maintaining market share in a new market.

  • Discuss how emerging technologies are utilized in contemporary marketing strategies.

  • Explain the challenges faced by management in outsourcing marketing and operational activities.

• Analyze the Business Situation Using Analytical Tools

  • Use the STEEPLE framework to analyze the external factors affecting the NRL's expansion into Las Vegas.

  • Apply the USP analysis to identify the NRL's unique selling proposition in the U.S. sports market.

  • Interpret relationships and trends from the analyses to draw conclusions about the implications for the NRL's strategic planning.

• Evaluate Marketing and Operational Strategies

  • Evaluate the effectiveness of the NRL's marketing strategies in attracting U.S. audiences.

  • Assess the operational strategies used to manage the logistics of hosting games in Las Vegas.

  • Propose recommendations for improving the NRL's strategies to enhance its competitive position in the U.S. market.

Submission Requirements

• • A written business report of 1500–2000 words.

  • Incorporate at least one analytical tool (e.g., STEEPLE, USP analysis) with appropriate data and information.

  • Use in-text citations and a reference list to acknowledge sources.

  • Ensure the report is structured with clear headings and subheadings.

  • Submit the report by the due date specified by your teacher.

Resources

• Article: First Vegas, then the world? Why the NRL is eyeing international markets (The Conversation)(2025)

• Article: Vegas vision paying dividends as NRL readies for return (NRL)(2025)

• Article: More games, more fans and more glitz as NRL doubles down in Las Vegas (The Guardian)(2025)

• Article: NRL’s big US TV ratings increase revealed as Vegas experiment makes its mark (FOX Sports)(2025)

• Article: Not even 100,000 Americans watched the NRL’s Las Vegas matches (Australian Financial Review) (2024)

• Article: Everything you need to know about the NRL's Las Vegas expansion (Notice Sports)(2023)