2015 St. Andrews International School Business & Management Extended Essay [Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?] ABSTRACT The finality of this research project is to suggest the best promotional mix strategy that Arsenal Football Club could use to maximize their merchandise sales. Throughout the essay this paper will aim to answer the question “Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?” With the use of analytical tools such as SWOT analysis and Ansoff matrix, and business theories such as the promotional mix, above the line and below the line promotion, …show more content…
With the constantly increasing fan-base and frenzy for football, clubs have been able to explore and establish themselves in global markets to further enhance their profits. One of the most important success factors for a company that is developing in a new market, is Marketing performance. However the process of market development (refer to Appendix 1, Figure 1.1) involves high risk strategies which if not planned correctly can prove costly to the business. Research studies confirm the need for businesses to analyze the new market and accordingly adapt to get the best results. Football clubs are becoming increasingly popular around the world and are expanding at a relatively fast rate along with the competition. China has experienced rapid economic growth and become one of the biggest Big Emerging Markets (BEMs) as of 2013.(Garten J 1997) Since the 2008 Beijing Olympic Games, sport has become a part of lifestyle and fashion attitudes in China, which is making a booming market for sportswear as well as clothing and footwear for outdoor activities (ITC 2012). This research project would mainly benefit Arsenal Football club but it could also help competitors and other companies aiming to enter or grow in the Chinese sports merchandise …show more content…
First , available external information from newspaper reports are gathered, mainly from the internet. After reading various supporting documents, an appropriate research question was constructed. The main reason for choosing Arsenal football club is because the company recently entered Chinese markets in 2013. Various supporting documents also give some information on the actions taken by the company to promote its merchandise in new markets. Realizing that not all the actions taken bring a positive impact to the image and demand by consumers, a research question for this study is, “ Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?” 1.5.1 Secondary Research a) Arsenal’s current marketing strategy and published online articles b) Literature on the current Chinese sports market and Chinese consumers. c) Internet and books are being used to understand and to apply some tools and techniques that are useful for this study. d) Literature on competitors and their promotion strategies. 2.0 FINDINGS AND ANALYSIS 2.1 Understanding the Chinese sports merchandise
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Hence, making such an item available always is a good way of ensuring customer’s needs are fulfilled, which is essential in realizing customer satisfaction. The company’s use of social media impacts on it by driving traffic to the stores and the website for sport products such as athletic apparel, leisure apparel, sporting equipment and sports gear. This serves the company by increasing the sales and profit margins, which is essential for a healthy financial position. The company appeals to the customers by use of gift cards, discounts and prize-winnings to encourage them to make purchases from its stores (Dunham’s Sports,
Conclusion Different cultures having different lifestyles 7. d'Astous, A., & Chnaoui, K. (2002). Consumer perception of sports apparel: the role of brand name, store name, price, and intended usage situation. International Journal of Sports Marketing and Sponsorship, 4(2), 14-31. • Purpose of the
Introduction As a marketing manager it is imperative that the knowledge of the 4P’s (price, product, promotion, and place) is always on the forefront, especially when it entails “putting the right product in the right place, at the right price and at the right time (Martin, 2014)”. The author has been given the role of a marketing manager for a retail store where they are to use the marketing analysis presentation given by the team to identify which basketball would be chosen for marketing as well as, which would sell the most? Second, the marketing manager will use the marketing analysis presentation survey to provide an outlook on the customer’s purchasing behavior? Third, the marketing manager will explain how the promotion activity
Introduction Chapter three will provide the reader with research methods and procedures that were used to conduct this thesis. The research methods and procedure section will be described in details how the student researcher obtained the data. Research Methods and Procedures The significant aspect of the research process consists of various peer reviewed research journals, published books and web based news articles. All of the sources gathered to compose this thesis were within the last five years, on what prior researchers have done regarding recruiting Asian-American police applicants.
The hype grows as a result from the intentionally low supply of each sneaker released by big sneaker companies. Due to the popularity of the sneakers in today’s market, sneaker culture opens an opportunity for the sneaker collectors and comes up with the idea of the resale market that led to the impressive growth of the secondary market for sneakers. The sneaker trend has been around ever since when sneaker companies started associating with recognizable sportsmen as a brands’ ambassadors, and use the concept of celebrity endorsement. “Branding really took off during the post-World War I era when shoe
Historically, the company’s business units had been structured in a matrix with business units centred along 3 product dimensions: footwear, apparel and equipment forming the primary axis and geographic regions the secondary. However, this structure was insufficient to cater to the growing demand among athletes for complete tailored high performance, sport specific gear. To respond to this need, Nike reorganized itself around 5 core sports categories - running, football (soccer), basketball, men’s training and women’s fitness- thus improving customer focus and moving away from its product-driven model towards delivering integrated customer solutions. (Marcia Blenko, Eric Garton, Ludovica Mottura, 2014, Winning Operating Models That Convert Strategy to Results, http://www.bain.com/publications/articles/winning-operating-models-that-convert-strategy-to-results.aspx).
Nowadays, teenagers and young adults who participate in fitness activities are also targeted largely in sales strategies. Competitors Analysis The popularity of various sport activities and changing design trends affect the demand for products. Nike compete internationally with athletic and leisure footwear companies, sports equipment companies such as adidas, Puma, Li Ning, Under Armour for the direct competitors. There are also indirect competitors such as Bata, VNC, etc.
Department: Medienmanagement Program: Media and Communication Management Course: Market-oriented Management Red Bull – Corporate Culture Jan Widow Matrikelnummer: M-33504 Supervisor: Mr. Badr SS 2015 This Project Thesis was submitted to the Macromedia University of applied Science in Munich on the Management Summary: This is the Project Thesis of Jan Widow, for the course Market-oriented Management. The task was to carry out an analysis and/or conception of market-oriented management for the company Red Bull. I chose to present the corporate culture of Red Bull. The methods used were mainly Websites and Scientific Literature.
As previously stated, marketing management involves choosing one or more target audiences as well as getting and keeping customers through creating, delivering and communicating superior customer value. To do this successfully, businesses must understand that they are not the only choice. They must also understand the marker and find creative ways of providing new value to their customers. Once the new value has been implemented, then it must be communicated to the consumers. Businesses are most successful when they are aware that “marketing management has to be responsive and adaptive to ever-changing business environment (Salkovska, Batraga & Ogstra,
2.0 Competitor Analysis The industry that Under Armour is involved with is extremely competitive, with competing against big names such as Nike or Adidas. Although it’s hard at the beginning, but customers want to have the highest quality apparel therefore they turn to Under Armour. Under Armour stays in the competition by having high quality products, and also by signing endorsements deals with major athletes (Owusu, 2017). By having major athletes represent Under Armour, means the company will be bringing in "big money" because they will bring up the brand’s popularity. The major competitors in this industry are of course inclusive of big names such as Adidas, Nike, Dick’s Sporting Goods and Puma.
In the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies. Macro Environmental Analysis: Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China.
Consequently, Nike’s pricing is intended to be economical and competitive to the other sport gear retailers. The pricing is built upon many factors that have been taken into consideration before setting a selling price on the root of the high-class segment as target customers. Nike as a brand orders high premiums. Nike’s pricing strategy makes use of perpendicular amalgamation in pricing in which they target participants with different channel levels or take part in more than one type of channel level operations. This can govern costs and effect product
First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from the product and branding strategy. I found strategic marketing analysis and planning of this project more challenging than
Analysis of information The analysis in this report relied heavily on excel models. These consisted of a series of spreadsheet-based data input tables that allowed data to be collected in a systematic manner. 5.8.10 Descriptive statistics: Descriptive statistics are used to describe the basic features of the data in a study.
Introduction In the past decade, the rate of growth in sponsorship has outpaced that of investment in any other form of marketing communication or promotion vehicle. (Crompton, 2004) In the present times, sponsorship, especially the sponsorship of sports, has become more popular and companies invest huge amounts to become sponsors of different events, individual players and teams. (Singh, 2013) Businesses have been increasing their sponsorship budgets, as the general belief is that sponsorship is an effective communication tool.