INDIVIDUAL MARKETING REPORT

Individual Marketing Report

Table of Contents

Introduction1

Method of making marketing plan1

Situation analysis1

Competitor Analysis2

Market analysis2

Market size (current and future)2

Market Trend3

Market growth rate3

Distribution channels3

Pestle Analysis3

Political3

Economic3

Social3

Technological5

Environmental5

Legal5

Customer Analysis5

Gold customers5

Silver customers5

Lead customers5

SWOT analysis7

Strength7

Weakness7

Opportunities7

Threats7

Summary of key issues7

Marketing Objectives8

Targeting and Positioning8

Geographic segmentation8

Demographic segmentation8

Psychographic segmentation9

Behavioral segmentation9

Targeting strategies9

Niche marketing9

Mass marketing9

Differentiated strategy10

Positioning strategies10

Find a niche10

Steal niche business from your competitors10

Capture share from your local giants11

Never compete on price11

Make your club a community star11

Create innovation in the club11

Growth Strategies12

Market penetration12

Market development12

Alternative channel12

Product development13

Selection of Competitive Advantage13

Marketing Mix Programme13

Product13

Price14

Promotion14

Place14

Conclusion14

References15

Individual Marketing Report

Introduction

Leeds united is a football club which came into existence in 1919 after the expiration of old Leeds football club. After the expiration of the old club, Leeds united joined midland league and played their first game in November 1919 (The telegraph,2012).

Club is now being purchased by the new management under the tree of GFH capital which is Middle East group of Bahrain. According to Bates, it was a very long road; however, we are very near to closes this deal. Bates own 72.85% of the club shares and now he is planning to sell off to the Bahrain group. GFH capital has a cash holding up to £ 804 millions December 2008 and now that have £ 2.64 millions in their reserve, however, their non cash item worth is £858.7 million (BBC, 2012). GHF up till today has paid £ 2million for the club acquisition to ensure the management of the club that they have money to acquire this club. My marketing plan will focus on strategies and tactics that can be adopted GFH group to regain market of this club and to create a good product by purchasing good players and hiring good management.

Method of making marketing plan

I will be focusing on secondary data resource for making of my plan, however, some information which I know; already as I am a fan of this club will be incorporated by me without any resource or method used.

My marketing plan will consist the following over all phases.

Situation analysis

Situation analysis is used, to determine the internal and external environment for which I have divided my focus on following mentioned heading to analysis internal and external environment of the club.

Competitor Analysis

Key industry success factors

Weighting

Competitor 1 (team top of the 2nd division)

Competitor 1 weighting

Competitor 2 (team lowest at 2nd division club)

Competitor 2 weighting

Extensive market

.3

6

1.8

5

1.5

Customer driven results

.2

4

0.8

4

.8

Team players

.4

5

2

5

2

Success rate

.1

3

0.3

3

.3

total

1.0

18

4.9

17

4.6

By looking through this, it is easily shown that is not vast difference between teams, however, some of the key factors that create gaps between these groups are extensive market coverage, customer of fans loyalty towards their club, team players having good backgrounds and overall success rate, that how much team have performed.

Market analysis

Market size (current and future)

Leeds united current market size is very low as we see there is no winning of any league in recent times; however, a huge opportunity exist as takeover is in progress, once GFH group of Bahrain acquire this club, a huge investment in the future in entitle to come through various ...