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Unit 3

The document is a tutorial journal that asks questions about analyzing the marketing micro-environment in the football business. It discusses how football matches are the main product, and how the quality is impacted by the number of professional and amateur football players. It identifies fans and football game watchers as customers, and football players and schools as key suppliers. It explains that the football marketing micro-environment differs from traditional marketing by having elements like fans, players, infrastructure, and competitors being other sports or clubs. Football players can be seen as both customers who enjoy playing, and suppliers who are the main resources in the business.

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42 views3 pages

Unit 3

The document is a tutorial journal that asks questions about analyzing the marketing micro-environment in the football business. It discusses how football matches are the main product, and how the quality is impacted by the number of professional and amateur football players. It identifies fans and football game watchers as customers, and football players and schools as key suppliers. It explains that the football marketing micro-environment differs from traditional marketing by having elements like fans, players, infrastructure, and competitors being other sports or clubs. Football players can be seen as both customers who enjoy playing, and suppliers who are the main resources in the business.

Uploaded by

Tủ Lạnh
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© © All Rights Reserved
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Unit 3: Tutorial Journal

Answer these questions:

o Analyze each element of the marketing micro-environment in the football business.


o What is seen as the football business’s product in this article?
o Which element impacts the quality of the football business’s product?
o Who are customers in the football business?
o Who supplies the most needed resource for a football game?
o Why marketing micro-environment in the football business should be discussed in
the context of traditional marketing micro-environment elements analysis?
o How do marketing micro-environment elements in the football business differ from
the micro-environment elements in global marketing?
o How are football players seen as both customers and suppliers in the football
business?

Answer:

Q1: Element of the marketing micro-environment in the football business

- Customers: The main subject in customers area in football business are football match’s
audience – whose who are interested in watching the football match in stadium or on TV.
- Suppliers: The main suppliers in football business are those who supply the mostly
needed resource for football game – football players.
- Distributors: Distributors in football business system may be treated as the elements of
football infrastructure, which may be divided in two groups:
- Competitors:
o Individual club competitors are other clubs
o football league or association there are the competition between different sports
and even between different forms of leisure time spending
- Interest groups: quite similar to traditional business.

Q2: What is seen as the football business’s product in this article?

Football match: The main suppliers in football business are those who supply the mostly needed
resource for football game – football players.

Q3: Which element impacts the quality of the football business’s product?

There appears the specific factor that impacts the performance of football business. This factor
may be named as the wish to play football – the number of professional or amateur football
players depends on the popularity of football in the region, which mainly depends on the wish of
society to play football.
Q4: Who are customers in the football business?

The main subject in customers area in football business are football match’s audience – whose
who are interested in watching the football match in stadium or on TV. Those customers may be
divided in two groups (Rapp, 2004):

- Football game watchers, who treat football watching as alternate leisure time spending,
but are not highly got into football world
- Fans, who consider football to be the part of their life and who tend to take part in as
much as possible football events.

Customers in football business are not only football game watchers, but also football game
players and learners (who like football and consider it to be an appropriate for leisure time
spending and money earning) and advertisers (who consider football game to be a suitable way
to spread advertising messages).

Q5: Who supplies the most needed resource for a football game?

The main suppliers in football business are those who supply the mostly needed resource for
football game – football players. From this point of view one of the main subjects in football
business supply performance become football schools, which prepare football players for
football clubs and leagues

Q6: Why marketing micro-environment in the football business should be discussed in the
context of traditional marketing micro-environment elements analysis?

In the analysis of football business’s marketing decisions it is important firstly to evaluate its
marketing micro-environment, because the specific football business, which is based on system
theory, conditions essential peculiarities in marketing environment. For this reason marketing
micro-environment in football business should be discussed in the context of traditional
marketing micro-environment elements analysis.

Q7: How do marketing micro-environment elements in the football business differ from the
micro-environment elements in global marketing?

Marketing micro-environment in marketing literature is traditionally characterized by several


common environment subjects: customers, suppliers, competitors, distributors, other business
partners and interest groups. In football business al those subjects assume the new specific role.
The main elements of football marketing micro-environment are as follows: fans, players and
football schools, competitors (other sports, other football clubs or other football leagues –
depending on the analysis level), football game infrastructure, which consists of playing area
(stadium), tickets sale system and additional services.
Q8: How are football players seen as both customers and suppliers in the football business?

The primary suppliers in the football industry are those who provide the most important resource
for the game - football players. At the same time, customers in the football business include not
only football game watchers, but also football game players and learners who enjoy football and
believe it is a good way to spend leisure time and earn money.

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