Marketing Mix for Manchester United Product: A massive sports store selling Manchester united.
Introduction
Marketing
Strategic marketing: defined by Stevens, Loudon, Wrenn, and Warren
(1997).
‘Consisting of the complete plan for the accomplishments of the
organisation’s mission statements and stated objectives’
And by Hiebing and Cooper (1995)
‘Marketing strategy is a statement detailing how an individual
marketing objective will be achieved, and describes the method for
accomplishing the objective’
Whereas market strategies are a system designed to help make the
decisions that will create a fit between your organisations goals and
resources and changing market opportunities’ (Gray 1991).
Manchester United:
A massive and possibly the richest club in world football today,
Started off in 1878, as a small town club originally called
‘Lancashire and Yorkshire Railway Newton Heath’. Became professional
in 1885 and adopted Manchester United in 1905.
Marketing Mix for Manchester United
Product:
* Hugely Successful European football team.
* A massive sports store selling Manchester united products (e.g.
football’s boots, lunchboxes team kits etc...).
* The personal images of being a winning team so making the
supporters believe they are winners.
* The game experience including, food, drink, entertainment before
and at half time and the match).
* Images of idols. E.g. idol to kids is Wayne Rooney, older
generation Bobby Charlton or Eric Cantona.
* M.U.T.V. A television station on sky giving fans an insider’s view
to the clubs history, present and future goings on.
* M.U. finance. A selection of credit cards, insurances, savings,
mortgages and loans.
* M.U....
... middle of paper ...
...n to ensure compatibility of its
recommendations with EU law.
Strengths
• Large Fan base
• Large facilitated club stadium
• Constant income from tickets to kits to insurance
• Have partnerships with major brands such as Nike, Vodaphone and
Budweiser.
Weaknesses
• Many fans live abroad and cannot attend games regularly
• Are Manchester’s products such as insurance market orientated?
• Losing fans to Chelsea
Opportunities
• To gain the fan base of USA and parts of Asia
• partnerships could lead to bigger market share
• Young idols appearing which most kids want to copy. E.g. Wayne
Rooney
• Wage cap means some clubs can’t afford certain players
• Team can attract big name players
Threats
• Chelsea
• Peter Kenyon's move to Chelsea
• Real Madrid's control over Asia
• No longer having David Beckham
• Britain’s economic slow down
Cause A. Over the past few years inflation of player contracts has made it hard for the smaller market teams to play competitively w...
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