STRATEGIC MARKETING

Strategic Marketing



Strategic Marketing

1.Introduction

The International Federation of Association Football, commonly known by its French acronym, FIFA (Fédération Internationale de Football Association), is the international governing body of association football. Its headquarters are in Zürich, Switzerland, and its current president is Sepp Blatter. FIFA is responsible for the organization and governance of football's major international tournaments, most notably the FIFA World Cup, held since 1930. (Paul 2007:105-115)

FIFA has 208 member associations, which is 16 more than the United Nations and three more than the International Olympic Committee, though five fewer than the International Association of Athletics Federations.

2.The Marketing Mix

It is relevant to note that in recent years a large proportion of local consulting professionals acquired international exposure and experience by participating in large projects like the Kuwejti Tower or the Burj Al Arab Hotel in Dubai. This was a result of globalisation and a favourable South African currency exchange rate.

It also is encouraging to note that large international events like Olympic or FIFA games have served (and serve) as platforms for professional interaction, development and idea generation in South Africa. Such recent activities have included: (John 2008:85-95)

- the Pretoria University exhibition of August 2004, with a theme of innovative architectural stadium design

- the 2004 SA Construction Conference, with one of its main themes being infrastructure needs for the 2010 event.

The design of structures and buildings in South Africa is governed by the loading code South African National Standards SANS 10160 1989, foundation design code SANS 10161, and the respective material codes, e. g.:

- concrete, SANS 10100

- steel, SANS 10162

- masonry, SANS 10164, etc.

It is relevant to note that a review of some of the codes (including the loading code) is currently in progress.

One of the aims of this review is to re-align them, where possible and feasible, with the relevant Eurocodes.

The current loading specifications are largely based on those in the old British code CP3, which in some instances are similar but in others differ significantly from those stipulated in the Eurocode.

From the point of view of environmental loads, no snow loading is considered in design practice, although strong snowfalls can occur in the scarcely populated Drakensberg mountain area. Inland areas of the country predominantly experience intense thunderstorms (which can generate hail, tornadoes and downbursts). Coastal areas are characterised by strong frontal systems developing over the Indian and Pacific oceans.

South African stipulations regarding minimum design requirements and procedures applicable to the design of sports stadia are less prescriptive than those in some other countries of the world (e. g. Japan). For example, the design of large-span roofs does not necessitate compulsory wind-tunnel testing or dynamic analysis.

3.SWOT Analysis

Strengths

Sponsorship is one of the main contributors to FIFA's revenue (more than 20 % of gross revenue) and prospects are excellent that South Africa will be prove to be an attractive host nation for international sponsors.

The effective post-event utilisation of facilities has particular importance in developing countries, where prudent allocation of limited resources is critical. A good example of a carefully planned approach was the ...