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Market study - Deciding which markets to enter: Manchester United

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documents in English
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case study
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14 pages
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  1. Theoretical introduction
  2. Starting point
    1. Summary of the case
    2. Mission statement
    3. Problem statement and hypothesis
  3. Analysis
    1. Macro analysis - Helps predict
    2. Meso analysis - Porter's 5 forces
    3. Micro analysis - Value Chain
    4. SWOT analysis
  4. Case questions

To decide the markets Manchester United Lda. wanted to enter, the company needed to do a global marketing research to get to know the market, competitors, and customers of this new markets. To evaluate the foreign market in its potential, size, competition, growth, profit, etc., could be used tools like the Porter's five forces analysis and a Value of Chain analysis for a micro environment and a PESTEL analysis/Helps Predict Analysis for a macro environment research to find more about the culture, the politics, economic status of the interested markets. This phase of research is very important because the company needs to know if they are internationalizing to a country that needs/wants their products and how large is the market to be profitable. Besides this global research, the company needs to evaluate its performance using a SWOT analysis to really understand its ability to internationalise.

[...] In US dollar was equivalent to 0,6528 British pounds. e. Social i. Stable. f. Politics i. Stable; ii. Federal presidential republic; iii. States have some autonomy. g. Environment i. High awareness. h. Demography i of the population speaks English; ii of the population is between 25 and 54 years old. i. [...]


[...] The transfer of Hong Kong to China, in 1997, lead to many changes in politics, culture and education. b. Economy i. China moved to a market-oriented system since the 1970s; ii. In 2010, China was the world's largest exporter; iii. China has a large amount of debt. c. Legal i. Civil law with soviet and European influence; ii. High demands. d. Pecuniary i. Currency linked to US dollar until 2005; ii. Not big purchase power. e. [...]


[...] Even different regulatory standards and the lack of a strong CSR concept can diminish the global brand of Manchester United References - Hollensen, S Global Marketing: A Decision-Oriented Approach. 5th ed. Pearson Education Limited; - Manchester United. SWOT Analysis, USP & Competitors. [viewed 28th October 2016]. Available from: http://www.mbaskool.com/brandguide/sports-teams-and- events/640-manchester-united.html; - 2015. Analysis of Manchester United Football Club. [viewed 28th October 2016]. Available from: https://www.ukessays.com/essays/marketing/analysis- on-manchester-united-football-club.php; - 2015. Financial Analysis of Manchester United Football Club. [viewed 28th October 2016]. Available from: http://hubpages.com/business/Financial- Analysis-of-Manchester-United-Football-Club; - 2015. Strategic Analysis of Manchester United. [viewed 28th October 2016]. [...]


[...] As any other corporation, Manchester United Ltd. is judged regarding their results. So, the first step was to create a successful team in particular using international famous soccer players to increase its reputation. This first step was a real success. Manchester United won the English Premier League (EPL) title three years in a row from 2007 to 2009. Moreover, the matches are broadcasted all over the globe so those results increased in a very significant way the international exposure which is exactly what Mr. [...]


[...] Popular games are Mah Jong or Shanghai Solitaire; iii. Football was introduced in the 1900s and is one of the most supported sports; iv. The earliest form of football was played in the Han dynasty, but died before football started being played; v. The Chinese government plans to make football powerful in Asia and create football schools in a decade. k. Technology i. Low technological level, but fast change. b. Meso Analysis Porter's 5 forces (competitiveness level) Barriers to entry - Medium low Easy access to information know how to manage a football club but without experience and no management background it's difficult to make it successfully; 0 With the right registration requirements fulfilled the european government has a free entry policy to promote new clubs; - High capital needed to build infra-structures and hire good players; + Strong brand identity has to be created to fit in the industry. [...]

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