“Blood, Sweat and Gears” World Superbike Championship Round 1 2009, Phillip Island : an online marketing case study

The World Superbike Championship is an international motorcycle road racing event conducted in 12 countries over 15 rounds from February to October in 2009. Rounds are mostly held in Europe but fly-away rounds occur in America, Qatar, South Africa and Australia. The seven P’s of service marketing will be used to analyse the online marketing of the first round of the World Superbike Championship for 2009 held in March at Phillip Island, Australia. The analysis is based on the official website for the Phillip Island Circuit website (Phillip Island Circuit, 2009g) together with observational research by the author at the event.