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Essay / Research Paper Abstract
This 4 page paper looks at the football club Manchester United and assesses the way that it may be able to increase sales given the current level of saturation. Brand extension and diversification strategies are discussed. The bibliography cites 2 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmanumark.rtf
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Unformatted sample text from the term paper:
be able to reduce this debt. The question is how can this be achieved. The firm has been very good at marketing in the past, there have the raising of
the brand image to support high ticket prices, the sale of complimentary items, such as football shirts and memorabilia, the expansion of the offerings that have taken place have seen
the launching and running of football schools around the country for children and even branded Manchester United Football club credit cards have been launched. The firm appears to have
reached saturation point in the UK, and has also leveraged the position in the US well, so how can the firm grow and increase revenues further? By looking at business
models and the way that other entertainment products have been marketed and sold there are a number of potential lessons that may be transferred. The main problem for Manchester United
appears to be the position that they are in within the product lifecycle. The life cycle of a product has five stages, development, market introduction, market growth, market maturity and
market decline (Hooley et al, 2004). The firm has a number of choices once a brand reaches the maturity stage, it may either be leveraged and held until decline
and then either sold or abandoned once the decline stages reaches a non viable financial point. However, for most brands there is often the decision to try and renew the
lifecycle (Kotler and Keller, 2008). This is a strategy often associated with products, where there are renewals of the image and/or the product, but this also takes place in the
entertainment world. Television programs are often made in series, they are then bought and played for a series and they are only commissioned for another series if they are popular.
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