In the marketing environment, demographic factors play a crucial role in target marketing. Manchester United being a 134-year-old team has a tremendous fan base (659 million) as well as new incoming fans as well. One of their reasons behind their success is because of their marketing mix which is designed to appeal to a specific group of potential customers. In Manchester United's case their potential customers are people who enjoys the sport of soccer. Soccer being the number one sport in the world as well as Manchester United being one of the most popular teams, Manchester United as a brand can only find more success.
In recent years Manchester United has had interest in the asian market and in order to expand their fan base they bought Park Ji Sung, a South Korean player, who found much success in Manchester as well as Manchester finding much success in the asian market having created the largest asian fan base in the world. This summer after the departure of Park, Shinji Kagawa, a Japanese player, who rose to stardom in Germany was picked up by Manchester allowing them to expand their asian conquest. Not only does Manchester United benefit from quality players but also their country as well. Recently Manchester United has announced a new three-year partnership with the leading Japanese engineering firm Yanmar. This agreement will allow United to utilise Yanmar's expertise in their key markets worldwide and enhance their profile in Japan. Through this opportunity Manchester United can use Kagawa's link to set up Promotions in Japan enabling them to engage with the four million Japanese fans in Japan.
Manchester United having a large fan base, profits greatly from their stores. They sell uniforms, clothes, accessories, souvenirs and even pet products for all ages and sex. In having all of these products in stores Manchester United can be accepted in a larger community.
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