PART 2
1. Segmentation Targeting and Positioning (STP)
STP model contains three stages including Segmentation, Targeting, and Positioning. By connecting the way which company chooses to earn revenue in the market and that market, it could be used to improve and implement an effective marketing mix strategy (Toften & Hammervoll 2010). It can be denied that Manchester United is holding a premium position in the football market.
In term of segmentation, the club’s products should be aimed at all genders, races, marital statuses and occupations people of all ages across the world who love to play or watch football. However, the team should focus on the target customer of men in the age group 15 and above globally who is interested in football …show more content…
The club also positions it as a product for younger consumers or order consumers. In sports industry, the popularity and success of a football club are measured by the number of fans. In the case of Manchester United, a number of fans could be accessed through some indicators such as the number of people attending the games, interacting through its website or the social networks. For more detailed, all Premier League games at Old Trafford have been sold out since the 1997/98 season. The games which were held abroad also attracted a lot of fans. Furthermore, Manchester United’s website had an average of about 36 million page view per month, while the followers of the club are more than 8 million people on Twitter, 14 million people on Chinese social media, and over 69.8 million on Facebook (Manchester United Investor Relations, …show more content…
The analysis of Manchester United’s marketing strategy drew upon a range of tools to assess the internal and external environments. Even though Manchester United has financial problem with its high-level debt, the strengths of this team may help to overcome and to turn it become a new opportunity because of the factors such as the long history, capability for winning titles, the loyalty of the fans or its famous players which all can bring some profit in. However, the club should solve its problem seriously and reduce the risks of their weakness and threats in a right way, or they would lose the success which was built in the past. With appropriate objectives, goals, and strategies, Manchester United is expected to maintain its top
1. Segmentation Targeting and Positioning (STP)
STP model contains three stages including Segmentation, Targeting, and Positioning. By connecting the way which company chooses to earn revenue in the market and that market, it could be used to improve and implement an effective marketing mix strategy (Toften & Hammervoll 2010). It can be denied that Manchester United is holding a premium position in the football market.
In term of segmentation, the club’s products should be aimed at all genders, races, marital statuses and occupations people of all ages across the world who love to play or watch football. However, the team should focus on the target customer of men in the age group 15 and above globally who is interested in football …show more content…
The club also positions it as a product for younger consumers or order consumers. In sports industry, the popularity and success of a football club are measured by the number of fans. In the case of Manchester United, a number of fans could be accessed through some indicators such as the number of people attending the games, interacting through its website or the social networks. For more detailed, all Premier League games at Old Trafford have been sold out since the 1997/98 season. The games which were held abroad also attracted a lot of fans. Furthermore, Manchester United’s website had an average of about 36 million page view per month, while the followers of the club are more than 8 million people on Twitter, 14 million people on Chinese social media, and over 69.8 million on Facebook (Manchester United Investor Relations, …show more content…
The analysis of Manchester United’s marketing strategy drew upon a range of tools to assess the internal and external environments. Even though Manchester United has financial problem with its high-level debt, the strengths of this team may help to overcome and to turn it become a new opportunity because of the factors such as the long history, capability for winning titles, the loyalty of the fans or its famous players which all can bring some profit in. However, the club should solve its problem seriously and reduce the risks of their weakness and threats in a right way, or they would lose the success which was built in the past. With appropriate objectives, goals, and strategies, Manchester United is expected to maintain its top