Executive Summary
Real time is a football club engaged in training talented individuals and taking them to the real field in competitions and tournaments. It is located in Ohio, U.S., and led by Sr. Johnston Brown as president. We sell football jerseys and the fans are our major market. Our competitors are all other football clubs in the World. Our mission: “Through commitment, Innovation, and Creativity to raise and sustain the brand of football success on the field by providing moral, physical and psychological support and ensuring financial stability of the group and the vision is to be a dynamic, inclusive and competitive center for football excellence in training, playing and support”. In the next five years, we want to be the most popular club and best in the European Federation.
Introduction
Sporting is a key tool for maintaining body fitness, and balance. By engaging in sports, one adds more value to life than sitting at home or working. Real Team is committed to satisfy the emotional and physical fitness of all our players and fans.
Organizational Mission/Vision Statements
Mission
Through commitment, innovation, and creativity, raise and sustain the brand of football success on the field by providing moral, physical and psychological support and ensuring financial stability of the group.
Vision Statement
To be a dynamic, inclusive and competitive center for football excellence in training, playing and support
Organizational Goals and Objectives
We are committed to Innovation, Creativity, Excellence and Team work with an objective of reaching our vision.
SWOT Analysis
Strengths
One of Real Team’s strength is the world recognition of our brand. The brand is well-known in the market by fans across the world; hence there are no struggles in selling. The other strength is the world big network of fans and supporters. They contribute highly to the team through purchasing tickets.
Weaknesses
Apart from the strengths we enjoy, there are weaknesses. For instance, we have not maintained our score records which seem to fluctuate regularly. Another weakness is that we have not explored all opportunities in the market to sell our products.
Opportunities
We are working on a partnership with the African Union to promote football in the continent as well and introduce our products in the African market.
Threats
We face competition from many other clubs offering the same services and products. We, therefore, do not guarantee quick success in the business.
The African teams are also advancing and selling products in their market. This may greatly affect us since many people would prefer to promote their teams.
Future forecast
Real Team’s future is promising due to the large number of fans we have and our position in the market. We are working to engage our fans in real assets by purchasing and promoting our merchandise.
We need to realign our performance in the field in order to be consistent and work on producing more merchandise.
Planning Process
Marketing Research Proposal
Problem Statement
Due to Real Team’s fluctuating performance in the EUEFA competitions, we have been losing fans. This has resulted to losses in the sales of its jerseys. We are starting a promotion to attract more fans and increase sales.
Research Objectives
‘Determine Real Team’s popularity and use its merchandise in the states.’ This motto has been broken into the following sub-objectives:
- examine people’s attitude towards Real Team;
- identify which products from Real Team are preferred by fans;
- determine promotional platforms to launch new products.
Methodology
Desk research
We will search for secondary sources to gather information on the impact of football clubs and competitions over the last five years and usage of club merchandize. We will generate the list of brand names and their information to help in knowing our place in the market place.
Qualitative research
We will seek detailed qualitative information to establish customers’ attitudes towards the team and brands.
We will conduct 50 interviews in every district to give spread responses and identify differences in interest.
Quantitative research
We will use questionnaires to find out the approximate number of people who use our products. We will sample a number of people, both male (25) and female (25), totaling 50 per district.
Data Collection Instrument
As mentioned above in the two methodologies, we will use questionnaires to collect data, record telephone calls, and send e-mail questionnaires.
Market Selection Decisions
Segmentation
We will look at three categories of people in the market.
- Youth.
- Middle aged.
- The elderly.
Target Marketing
Our target market is the youth and middle aged people. This is because they have great networks and can easily promote our products and brand.
Positioning
We will use the World Wide Web. Our website contains photos and images of our premises, training grounds and products where viewers can find them. We will also have agents to take samples to the given groups of people in all the districts.
Marketing MIX Decisions
Product Issues
We will popularize the ‘Real Team’ and its jerseys. Our goal is to have many supporters which purchase more jerseys.
The product should be of high quality. Currently, we are position 3 in the EUEFA league, and our jerseys are long lasting and fade free.
We will offer one free t-shirt to every customer who buys a full jersey.
Objectives are to sell at least:
- 50 jerseys and
- 25 boots per district.
Promotion Issues
The target is to have at least 100 people in every district, accessing our advertisement.
We will:
- Advertise on the televisions twice a day.
- Distribute fliers and banners.
- Be accessible through the internet on Google, Facebook, Twitter and our website.
Pricing Issues
It will only cost $1000 to be a member. A T-Shirt will cost $250, Short $ 200, Boots-$ 150, while full jersey will cost $ 500.
Place Issues
We aim to make the products readily available to the customers. The registration forms and products will be available in all our outlet shops in all the districts. Agents will take the product to customers as they register members.
Implementation Process
Marketing implementation means turning marketing plans into action and ensuring that implementation activities meet the set objectives.
Our research team will make calls, collect, analyze, and present data. Agents will advertise and present registration forms and products to potential members and customers.
Control Process
Purpose-driven
The plan will be based on our mission. Members are required to use the organizational statements, how much they understand and believe in them.
Integration
The objectives, goals and strategies should be connected, and this will be archived through the results of the membership and sales.
Understanding
The whole organization should understand the plan and be able to interpret and explain it to another party.
Systematic
The plan should be systematic in implementing one step after the other and flowing its ideas.
Dynamic
The plan will be set to change with given needs.
Holistic
All departments must be involved in plan’s implementation.
Realistic
Resources needed for the implementation must be supplied.