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.
Table of Contents
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)
3.2 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
Objectives and Thematic Focus
This assignment examines the marketing concept of FC Bayern Munich, focusing on emotionality as a key driver of success within the professional football market. It aims to analyze the current situation, marketing objectives, and the specific strategic approaches the club uses to maintain its market dominance and economic growth.
- Analysis of the European football market and competitive landscape.
- Strategic evaluation using the Five Forces Model and SWOT analysis.
- Examination of product, price, distribution, and communication policies.
- Assessment of the role of emotionality and brand value in generating financial success.
- Internationalization strategies to expand the global fan base.
Excerpt from the Book
3.1.3 Five Forces Model of Porter
To analyse the industry structure of FC Bayern Munich the Five Forces Model of Porter (Figure 11) is used in the following environmental consideration.
The competitors of FC Bayern Munich – Industry Rivalry and Competitiveness
FC Bayern Munich has high competition not only at the national level but also at the international level of sports. As we saw in chapter 2, 3.1.1 and 3.1.2 Bayern Munich could celebrate many successes over the last decades, so that the club has a dominating position in German football (Figure 7) and could improve its position in international football according to the revenues (Figure 6). With Borussia Dortmund, one of the strongest competitors of Bayern Munich in the last season is also playing in the German football league. Borussia Dortmund could achieve besides the 2nd place in German football league also the 2nd place in the UEFA Champions League Cup behind Bayern Munich in 2012/13. However at this time it is to say, that Bayern Munich has other possibilities of funding, most notably in Germany. So the market value of the team of Bayern Munich is worth almost 500 millions of € compared with nearly 300 millions of € of Borussia Dortmund. FC Schalke 04, which is the third valuable club, has a market value of about € 200 million, which is more than the half less of the value of Bayern Munich.
Summary of Chapters
1 Introduction: This chapter defines the core problem and objectives of the paper, emphasizing the connection between sporting success and economic results at FC Bayern Munich.
2 FC Bayern Munich: This section provides an overview of the club's history and its corporate structure, detailing its financial situation and the outsourcing of professional football.
3 Marketing Concept of FC Bayern Munich: This chapter analyzes the current market situation through SWOT and Porter's Five Forces, while outlining the specific product, price, distribution, and communication strategies.
4 Outlook: The conclusion synthesizes the findings, highlighting internationalization and the role of emotionality as critical factors for the club's future success.
Keywords
FC Bayern Munich, Marketing Concept, Emotionality, Football Business, SWOT Analysis, Internationalization, Brand Value, Revenue, Bundesliga, Merchandising, Strategic Management, Sponsorship, Fan Loyalty, Professional Football, Financial Performance
Frequently Asked Questions
What is the fundamental focus of this assignment?
The assignment fundamentally explores the marketing concept of FC Bayern Munich, specifically analyzing how emotionality serves as a catalyst for both sporting and economic success.
What are the primary thematic areas covered?
The paper covers the club's structure, financial status, the competitive landscape of the European football market, and its specific strategic mix of product, pricing, distribution, and communication.
What is the primary objective of the research?
The primary objective is to demonstrate how FC Bayern Munich translates sporting excellence and emotional brand value into a successful, sustainable business model, particularly through internationalization.
Which scientific methods are employed?
The paper utilizes analytical frameworks such as the Five Forces Model of Porter and a detailed SWOT analysis to evaluate the club's industry environment and internal capabilities.
What does the main body address?
The main body addresses the current market situation of European football, the club's internal and external SWOT factors, and a comprehensive breakdown of the club's four-pillar marketing strategy.
Which keywords characterize this work?
Key terms include FC Bayern Munich, Marketing Concept, Emotionality, Internationalization, Brand Value, and Financial Performance.
How does the treble in 2012/13 affect the marketing strategy?
The historical treble success significantly increased the club's brand value, membership numbers, and merchandising revenues, reinforcing the necessity of aligning the marketing strategy with continued sporting success.
Why is the "Mia san mia" slogan significant?
It represents the unique identity and culture of the club, serving as a core element of the brand that builds emotional loyalty among fans worldwide.
What role do sponsors play in the marketing concept?
Sponsors are vital partners who benefit from the club's premium brand status and high visibility, while the club leverages these relationships to strengthen its commercial revenues.
- Quote paper
- Matthias Ackermann (Author), 2014, The Marketing Concept of FC Bayern Munich. Emotionality as Driver of Success, Munich, GRIN Verlag, https://www.grin.com/document/274808
