Assignment Submission Sheet

Transcription

1 Assignment Submission Sheet BUCKS Student ID Number: Module Number: Hamza Akhund ( ) Ma4hew Stocks ( ) Zach Nash ( ) Cameron Brown ( ) Brendon Kops ( ) FB458 Coursework Number (e.g. CW1) CW2 Module Leader: David Weale Seminar Tutor: Elham Ali I confirm that I have read the policy on plagiarism and the work presented here is my own work. I acknowledge that UCFB uses plagiarism detec@on soaware. Student Signature: Hamza Akhund Date:

2 Cameron Brown Brendon Kops Hamza Akhund Matthew Stocks Zach Nash 2

3 IMC Report for Esportivo entering the UK Market Conducted by CBH-Comm. 3

4 Table of Content Executive Summary 5 Introduction 6 Findings and Recommendations 6 Conclusion 9 Bibliography 10 4

5 Executive Summary The report focuses on Esportivo entering the UK market. The SWOT analysis for Esportivo shows that due to there home base being in Spain, they have many strengths which are there as a result of that, including already built factories and short shipping times to the UK. Nevertheless, there is also the large threat around the uncertainty concerning Brexit and the trade relations between the UK and the EU which might have an negative impact on the expansion to the UK market for Esportivo. Nevertheless, the UK also offers Esportivo the opportunity of getting new customers, for instance the increasing numbers of females interested in football in the UK. The report offers two ways how CBH-Comm. would market Esportivo to the customers in the UK. One of the ways would be through grassroots tournaments around the UK. Furthermore, the report also states that players sponsoring in the UK by Esportivo would help in reaching new customers. 5

6 Introduction This report conducted by CBH-Comm. is going to deal with Esportivo entering the UK market. To do that, one has to look at the internal and external factors which would affect the market entry of Esportivo. In addition to that, the report also talks about ways Esportivo might use to market their product to the British public. Findings and Recommendations SWOT-Analysis of Esportivo At the moment, the position of Esportivo in the UK is not clear. Therefore, a SWOT-analysis will be used to look at internal and external factors which are going to have an impact on Esportivo in the UK market. According to Zhuang (2002, cited in Beech and Chadwick 2006) the SWOT-analysis is a tool which aides the process of displaying information in an easy and accessible way. First of all, the Strengths of Esportivo have to be looked at when it comes to the UK market. One of these is that the company is already sponsoring players in Spain and in other countries around Europe like France and Poland (Weale 2017), this fact shows that the company has no problem to work with players for various markets. Moreover, Esportivo with its factories in Spain has the advantage that they are able to coup with the increase in production due to the entry into the UK market. In addition to that, the factory in Spain is under EU-law therefore the workers inside the factory work under good working conditions which cannot be said for there companies in the football boots industry according to Cleanclothes (2017). Nevertheless, the main strength of Esportivo is that there is clear evidence with their sale performances on the Continent that the boots sell well and there should be a market for them also in the UK. On the other hand there are also Weakness which need attention before Esportivo enters the UK market with its products. To begin with Esportivo does not have the brand recognition in the UK which it has in Spain and thus making it harder to attract new customers. Furthermore, the company also suffers from the fact that there are no stores with whom Esportivo has partnerships with which might hinder a fast and simple market entry process for the company. Additionally, there are no UK athletes sponsored at the moment which possibly could have an affect on connecting with the British public. In the same vein, one has to mention the lack of social media following for Esportivo in comparison to its counterparts of Adidas and Nike, which have more then and in the UK alone on Twitter (Adidas 2017; Nike 2017). There are not only internal factors which ought to be looked at but there are also external factor which have an impact on Esportivo. The plan of entering the UK market will offer Esportivo a number of Opportunities. One of those is that due to the falling pound in the last few months the boots which are exported from Spain will be more competitive to sell according to the Financial 6

7 Times (2016). Moreover, Esportivo has the opportunity to focus on targeting females who play football which according to the FA (2016) has increased in the last few years. This gives the company a new section of the market, which was ignored in large parts by others in the last few years. Furthermore, with Esportivo being a new player in the UK they have the chance of finding up and coming players from the UK on whom they might built a marketing strategy around. Last of all, Esportivo has to look at the Threats from outside which might have an impact on their products performance in the market. The main threat to Esportivo at the moment is the uncertainty concerning Brexit and the relation between the EU and the UK after it. At the moment, no one is able to say how the relations will look like and if there will be free trade between the UK and the EU according to TheTelegraph (2017). In addition to that, other competitors might see Esportivos success and thus change their prices to compete with Esportivo. Moreover, there might be new competitors entering the market due to the success of Esportivo. However, there is also the threat of people losing their interest in football and changing it to boxing due to the success of Anthony Joshua or other athletes. (derstandard, 2017) Player Sponsoring As Esportivo are wanting to break into the UK market, it would be beneficial to target their marketing on home grown UK based players, this is due to these players being academy products who are relatable and already potentially idolised by the main demographic. An example of a player Esportivo could use is Tom Davies of Everton. This is due to progress through the Everton academy and that he could be cheap and relatively low risk to sponsor due to his current stature in the game. Tom Davies would be the perfect player to market for Esportivo as he is already playing at a high level and has the potential to play for the national side. However, Esportivo will need to act quickly as Tom Davies may progress quickly, for example making the national side this season, which in turn will attract interest from bigger companies such as Nike and Adidas, this has been shown by Marcus Rashford who recently signed a 2 milllion pound contract with Nike (Squawka, 2016), therefore Esportivo will have to act quickly on any potential sponsors. The AIDA model stands for attention, interest, desire, and action. It has been defined as a basic movement of the marketing and advertisement resulted from the perception of customers (Jiangyu Li, 2013). This model can be applied to Esportivo s UK marketing plan. In terms of attention, sponsoring a player such as Tom Davies will likely result in weekly brand exposure through televised Premier League matches, the most viewed football league globally. Furthermore, Esportivo could utilise social media as a part of getting attention, through sharing various events such as competitions and Q&A s on various social media platforms Esportivo will attract potential customers, particularly if there is a recognisable face behind the brand. This in turn will generate interest in Esportivo s products, this is where Esportivo will need to focus on 7

8 demonstrating the advantages of their products and where they fit in the market. This is where utilising home grown players will be beneficial as there is already an interest in these players. Esportivo will need to create a desire for their products, this could be gained by on-field performances of sponsored players, for example Tom Davies. If he were to progress further and become a regular for the national side for example, then Esportivo could produce more marketing campaigns suggesting how their products have aided in Tom Davies career. Because of this, consumers are likely to desire these products that have facilitated Tom Davies progress in a bid to improve their own game. The final stage of the AIDA model is action. This is where the consumers purchase the products from Esportivo. However, Esportivo will need to create brand loyalty, they could do this via subscription offers and contacting consumers via phone calls or s. By creating a consumer base Esportivo will see an increase in revenue, this could be used to sponsor more home grown players in the future. Grassroots Football Tournaments We believe that a big way for Esportivo to break into the UK would be through them organizing grassroots football tournament around the UK to market themselves as a company and to get more recognized by the British public. According to the FA (2015) 28,750 people responded to a poll about grassroots football in which they state that they took part in grassroots football either through playing, coaching or being a referee during October, the poll also says that three quarters of them are intending of maintaining participation or even increasing involvement in grassroots football, this means there Is massive potential of people who would be interested in grassroots tournaments around the UK. This would be done as follows with the help of the marketing tool of AIDA, AIDA is a model of communication that is designed to capture the process that firms go through to reach prospective buyers to sell their products and services. It is an acronym for Attention, Interest, Desire and Action that demonstrates the successive stages buyers pass through in a linear hierarchy (Belch, 2008). First the idea must grab people s attention so this will be done by setting up grassroots football tournament s being run by staff from Esportivo, for instance people from the marketing sector might give a help in referring the games while people from HR spend time with the players and talk with them about Esportivo and the products which are offered by the company. Moreover, Esportivo might want to use the sponsored players they have all over Europe to help the tournament and to give the competition a face to market around. Furthermore, there would the chance to win prizes by the winning teams. Such prizes will have an focus on products made by Esportivo, for example a possibility for the winning team would be a new pair of football boots for each participate in it or new shirts and shorts from the Esportivo clothing line. Next in the process 8

9 is interest, if people in the UK are interested by something they re more likely to remember it so by doing the tournament we give the UK public a chance to be impressed by the company and thus making Esportivo more interesting for them. Moving onto desire, the message that Esportivo needs to sending out to the public is that by doing grassroots football tournament it must arouse desire for people to come along and join in to learn more about the company and the product they are selling. This is done by bringing actual staff and sponsored players with them because this will attract people to come and the desire for people to want to play inside the tournaments. Lastly there is action and this is exactly what Esportivo needs the most by the British public. This means that the people who come to the grass roots tournaments should have enough information afterwards that they know where to find Esportivo products and where to get more information, for instance via social media or the Esportivo website, on the products and what the company is about. Conclusion In conclusion, one can say that CBH-Comm. presented a clear path for Esportivo when it comes to entering the UK market. The report showed that even though there are still some factors which might be a hindering for the company there are also factors on the other hand which showed that an investment into the UK market. Furthermore, the opportunity of grassroots tournaments gives Esportivo the possibility to bring it s product closer to a younger generation. Moreover, the player sponsoring will help in displaying the company to a wider audience. 9

10 Bibliography AdidasUK (2017) [Twitter] 3 May. Available at: (Accessed: 3 May 2017) Beech, J. and Chadwick, S. (2006) The Marketing of Sport. Harlow, England: Prentice-Hall. Blitz, R. (2016) Who are the winners and losers from the pound s fall?. Available at: (Accessed: 1 May 2017). CleanClothes (2017) Firmenprofil: Nike. Available at: ID=226119&b=1491 (Accessed: 1 May 2017). DerStandard (2017) Rückkehr in den Ring nur gegen Joshua. Available at: /Klitschko-Rueckkehr-in-den-Ring-nur-gegen-Joshua (Accessed: 1 May 2017). Foster, P. and Kirkup, J. (2017) What will Brexit mean for British trade?. Available at: (Accessed: 1 May 2017). Li, Jiangyu. (2013) An Innovative Marketing Model Based on AIDA: - A Case from E-bank Campus-marketing by China Construction Bank, ibusiness, 05(03), pp NikeUK (2017) [Twitter] 3 May. Available at: (Accessed: 3 May 2017) Squawka (2016) Marcus Rashford renews his sponsorship with Nike ahead of the 2016/17 season. Available at: (Accessed 4 April 2017). The FA (2016) Women and Girls Football. Available at: (Accessed: 1 May 2017). The FA (2015) Results revealed after FA's largest-ever grassroots survey. Available at: (Accessed: 1 May 2017). Weale, D. (2017) Lecture 11 [Lecture to BA Football Business and Marketing], FB 458: Integrated Marketing Communications. UCFB Wembley. 25 April. 10