분야
docxWhy we select K-league?
SWOT analysis
Ultimate marketing goals: gathering spectators.
Segmentation and targeting
Positioning
Focus on Korean spectators
Product strategy
Promotion strategy
Sportainment= Sport+ entertainment
Strategy toward the Asian spectators
The biggest reason is that we want to increase K-league’s benefit. Now, K-league hasn’t any certain profit because of little spectators and abnormal profit structure. And World Cup is the reason that we choose K-league. Because of World Cup, people’s cognition to soccer is up. So we think if we use this World Cup effect, K-league is fully grown up. So, we choose K-league.
SWOT analysis
First, we analyze K-league’s present condition. And, this slide shows SWOT analysis that we think.
First, we look strength. K-league’s strength is good infrastructure and relatively high level of play. Because of 2002 World cup, K-league’s infrastructure is the best condition. They have a many big soccer stadium that perfectly repaired, their transportation is very comfortable. So, their infra structure is perfect that we think. And relatively high level of play is also K-league’s strength. We show status of K-league in Asia and K-league’s grade is very good. So, high level of play is also can be strength of K-league.
Next, we look K-league’s weakness. The biggest weakness of K-league is a few spectators. Look at this graph. This graph shows comparison of the spectators in soccer and baseball.
And this graph records that sum of spectators in 2009. It looks very bad. Baseball’s sum of spectators is about 6 million. But, soccer’s sum of spectator is just 2.4 million. It is very little figure. If sports hasn’t many spectators, that sports was disappeared. So, a few numbers of spectators is the biggest weakness of K-league. And abnormal profit structure is also weakness of K-league. These graphs show profit structure that EPL and K-league.
