K리그 마케팅전략(영문)

K리그 마케팅전략(영문)

K리그 마케팅전략(영문).docx

목차 Introduction of K-league Why 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 본문 Why we select K-league? 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. <SWOT analysis> 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. 본문내용 semipro-league. League name is ‘Super league’. In this time, pro team was playing with amateur. And in 1987, league was relaunched that constitute just pro, without amateur. In 1998, league’s name was changed at K-league and in 2009, Gangwon FC join in K-league. Now, K-league has 15 teams and it is growing now. Status of K-league In spite of we think, status of K-league in Asia is top class. Look