MKT 829 Lecture Notes - Lecture 2: Sports Equipment, Boston Consulting Group, Starbucks
28 May 2018
School
Department
Course
Professor
Lecture 2
Thursday, February 1, 2018
12:49 PM
• Boston Consulting Group
• Global consulting managing company
• Known for strategic insight and advice
• Consumer vs market
o Starbucks coffee vs McDonalds example
o How consumers make choice
• Insight
o From: Brand out to market in
o Consumer segments to demands segments
o General preferences to actual decision, forced trade offs
• Market and competition
o Soccer in US/canada is a 2-3 billion market with strong growth tailwinds
o Nut that market is most competitively intense in US/CAN sports
o MLS growing at double digit rates, significantly faster than other sports
• MLS the #3 player in NA market with room to grow
• MLS is # market share player in US/CAN soccer market
• Opportunity to increase share across all revenue
• Majority of growth driven by content and price, not building a larger, more loyal fan base
• The market is defined by two different aspects
o Sporting engagement
o Soccer engagement
o High Soccer Engagement
• FC and other teams attempt to draw their fans from the soccer purists, comprises of
approx. 1.4 million fans out of 64 million US/CAN soccer league watchers.
• 7.8 million enthusiasts
• 7.3 million player turned occasional watchers
• 2.3 million yearning for home
• 9.9 million soccer communal
o Low Soccer engagement
• 12.6 million sports fans
• 14.9 million mid to large market fair-weathers
• 7.0 million small market civically proud
• Each segment was derived from analytically derived unique bundle of consumer needs
• Strategic plan: seven strategic imperatives to achieve this ambition
o The fan experience
• Brand building
• Media quality
• Stadium experience
o The sporting product
• Play quality
• Competitive model
• Season
o The operations
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
12:49 pm: boston consulting group, global consulting managing company, known for strategic insight and advice, consumer vs market, starbucks coffee vs mcdonalds example, how consumers make choice. Fc and other teams attempt to draw their fans from the soccer purists, comprises of approx. Strategic plan: seven strategic imperatives to achieve this ambition: the fan experience, brand building, media quality. Stadium experience: the sporting product, play quality, competitive model. International recruitment efforts by professional sport leagues, by national olympic. Committees and nations" government for their olympic teams: diversity of athletes participating in professional leagues around the world. Increasing diffusion of sport across the globe via media: allows sport to be consumed more globally. Increasing worldwide markets and international trade relations: greater number of fans across the globe, greater number of consumers for sport products. Losers of sport: taxpayers who fund sport facilities ad sport events for which they will not get to access.
