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The Marketing Concept of FC Bayern Munich. Emotionality as Driver of Success

Term Paper 2014 32 Pages

Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media

Excerpt

Table of Contents

List of abbreviations

List of Figures

List of Tables

1 Introduction
1.1 Problem and Objectives
1.2 Procedure of Seminar Paper

2 FC Bayern Munich
2.1 FC Bayern Munich E.V.
2.2 The Company – Structure & financial Situation

3 Marketing Concept of FC Bayern Munich
3.1 Marketing Analysis of current Situation
3.1.1 European Football Market
3.1.2 Impressive FC Bayern Munich
3.1.3 Five Forces Model of Porter
3.1.4 Strengths, Weaknesses, Opportunities and Threats (SWOT)
3.1.4.1 SWOT – Analysis
3.1.4.2 SWOT – Matrix
3.2 Marketing Objectives
3.3 Marketing Strategy
3.3.1 Product Policy
3.3.2 Price Policy
3.3.3 Distribution Policy
3.3.4 Communication Policy

4 Outlook

Appendices

Bibliography

List of abbreviations

illustration not visible in this excerpt

List of Figures

Figure 1: development of membership

Figure 2: Shareholders of FC Bayern Munich AG

Figure 3: net sales and net profit (millions of €) over the last annual results

Figure 4: The big five´s revenues in 2011/1214 .

Figure 5: Top divisions clubs´ total wages and ratio to revenue 2011/1215 ..

Figure 6: 2012/13 total revenues and revenues by streams (millions of €) of the top 20 money league clubs

Figure 7: The all-time table of German football league

Figure 8: Top 10 football brands 2013

Figure 9: Mia san mia

Figure 10: Ticketing of FC Bayern Munich in Allianz Arena

Figure 11: Five Forces Model of Porter IV

List of Tables

Table 1: Financial situation and indicators of 2012/2013

Table 2: SWOT – analysis (1)

Table 3: SWOT – analysis (2)

Table 4: SWOT – matrix

1 Introduction

1.1 Problem and Objectives

The football club FC Bayern Munich is one of the “global players” in the business of football. The FC Bayern Munich AG is the leading football company in Germany, that is dominating the German football league not only sportive but also economical. The club could win in the season 2012/13 the historical treble. As the first club in German history they could celebrate the winning of the German championship, the DFB-cup and the UEFA champions league cup in one season. It was the greatest success of the club ever. The effects of the success are the rising interest on Bayern Munich in the country and all over the world. Revenues through staying in and winning the competitions (including matchday and broadcast) increased and the attractiveness especially of merchandising articles boosted in unknown heights. Furthermore the number of membership, the image and the brand value of FC Bayern Munich and of the German Bundesliga raised worldwide. In 2012/13 FC Bayern Munich could present for the first time sales over 400 millions of Euro. Especially to create financial benefit out of sportive success is one of the objectives Bayern Munich could transform in the business. The financial success is an important objective of all companies and also each sportive business. One essential part to reach this goal is the marketing concept.

In this assignment the marketing concept of Bayern Munich with the emotionality as a driver of success, especially in football market, is shown. Within that not only the success of FC Bayern Munich and its impacts on the national and international football market are presented but also the marketing concept of the most successful football club in Germany is analysed. This includes the analysis of the current situation, the marketing objectives and the strategy of the club.

In particular the football division of FC Bayern Munich is focused in this seminar paper.

1.2 Procedure of Seminar Paper

Chapter two of the assignment starts with an overview of the football club FC Bayern Munich E.V.. The structure and the financial situation of the company are described. Chapter three contents the marketing concept of FC Bayern Munich, which includes the marketing analysis of the current situation, the marketing objectives of FC Bayern Munich and the marketing strategy of the club/company. The assignment ends with an outlook.

2 FC Bayern Munich

Football Club (FC) Bayern Munich is a sports club from Munich. Besides football, FC Bayern Munich has many other sports divisions like basketball, baseball, and handball. Its professional football team, including the licensed players, is outsourced in the corporation FC Bayern Munich AG since 2002. The following chapter gives an overview over FC Bayern Munich.

2.1 FC Bayern Munich E.V.

FC Bayern Munich e.V. was founded in 1900. The club was successful from the beginning. 1931/32 the first national title (German champion) was won. 22 German champion titles followed till today. Nowadays FC Bayern Munich is one of the most popular sports club in the world. In the season 2012/13 FC Bayern Munich could win for the first time in German football the historical treble (German champion, DFB-cup champion, UEFA champions league cup).[1] Figure 1 describes the development of membership of Bayern Munich over the last decade. This figure is a good example to show how emotionality as a driver of success can be reflected in numbers, especially in the raise of membership in the season 2012/13.

Abbildung in dieser Leseprobe nicht enthalten

Figure 1: development of membership [2]

2.2 The Company – Structure & financial Situation

The company structure of the FC Bayern Munich Group is shown in Figure 2. Including the Allianz Arena Munich Stadion GmbH and the FC Bayern Munich AG, the FC Bayern Munich Group has almost 500 employees.[3] To get professional structures and to finance the new stadion the division of professional football was outsourced in the FC Bayern Munich AG in 2002. Shareholders of the FC Bayern Munich AG are the root football club FC Bayern Munich e.V. with 81.8 % of the share and the Adidas AG and Audi AG with each 9.1 % of the share.[4] The following sport divisions belong to FC Bayern Munich e.V.: football, basketball, handball, chess, skittle, table tennis and gymnastics.

Abbildung in dieser Leseprobe nicht enthalten

Figure 2: Shareholders of FC Bayern Munich AG [5]

The economical activities of FC Bayern Munich Group are to maintain the sports teams, to merchandise them, improve the sales channels for all merchandising articles and to manage the worldwide interest on the brand FC Bayern Munich. The activities of the subsidiaries depend on the business portfolios of the subsidiary. While the Allianz Arena Munich Stadion GmbH is responsible for all tasks concerning the football stadium, the FC Bayern Munich AG concentrates on success in sports.[6]

Bayern Munich could improve its net sales and profits continual over the last ten years. The club is one of a few clubs in Europe, which has positive financial results without being forced to make liabilities or search for investors to fulfil the license regulations of the German Bundesliga. Table 1 contains the financial indicators of 2012/2013. The financial results mainly depend on the sporting results of the professional football club. So if the FC Bayern Munich is very successful in the term like in 2012/13, where the club won the treble, the sportive success is reflected in the financial results. Besides the earnings of broadcast and matchday, sponsoring and merchandising are essential earning areas.[7]

[...]


[1] Cf. FC Bayern (2013e).

[2] Cf. FC Bayern (2013d).

[3] Cf. TZ (2012).

[4] Cf. FC Bayern (2013e).

[5] Cf. FC Bayern (2013e).

[6] Cf. Abendzeitung München (2013).

[7] Cf. FC Bayern (2013e).

Details

Pages
32
Year
2014
ISBN (eBook)
9783656677109
ISBN (Book)
9783656695714
File size
1 MB
Language
English
Catalog Number
v274808
Institution / College
FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Freiburg
Grade
Tags
FC Bayern München success emotionality emotion sport soccer football marketing porter bundesliga champions league concept swot pest five forces product price distribution communication policy strategy objective strategie ziele

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Title: The Marketing Concept of FC Bayern Munich. Emotionality as Driver of Success