Marketing Plan

Bayern München

1. ANALYSIS OF THE SITUATION - COMPANY

a. Intro
i. Historical review summary.

FC Bayern Munich is a German sports club based in Munich, Bavaria. It is best known
for its professional football team, which plays in the Bundesliga, the top tier of the
German football league system, and is the most successful club in German football
history, having won a record 26 national titles and 18 national cups.

Founded in 1900 by eleven football players led by Franz John, the club had its period
of greatest success in the middle of the 1970s when, under the captaincy of Franz
Beckenbauer, it won the European Cup three times in a row (1974–76). Overall,
Bayern has reached ten European Cup/UEFA Champions League finals, most
recently winning their fifth title in 2013 as part of a continental treble. Bayern has also
won one UEFA Cup, one European Cup Winners' Cup, one UEFA Super Cup, one
FIFA Club World Cup and two Intercontinental Cups, making it one of the most
successful European clubs internationally. Since the formation of the Bundesliga,
Bayern has been the dominant club in German football with 26 titles and has won 8 of
the last 12 titles.

ii. Mission and Vision statement.

mission: FC Bayern wants to remain the leader of the Bundesliga, creating history in
German football.

vision: FC Bayern, being the best team in Germany, wants to continue making history
in world soccer, becoming the best in the world and being recognized for its immense
talent and commitment.

iii. Corporate Objectives.

FC Bayern is a company, but it is a world-renowned club. The objectives of the
company lie in having increasingly members join their sports community as they are
not only represented in football but also in other sports. In addition, its main aim is to
find new young talents and to promote the sports spirit throughout the world.

iv. Actual Corporative strategies.

FC Bayern Munich has already taken strides towards addressing the needs of its
original local supporter-owners as well as those of its global fans. Likewise F.C Bayern
is developing strategies to increase the target market, to become more international
and to close important sport deals and sponsorships.
v. Type of sport organization.

Professional football at Bayern is run by the spin-off organization FC Bayern München

AG. Bayern is run like a joint stock company, a company whose stock are not listed
on the public stock exchange, but is privately owned. 75% of FC Bayern München AG
is owned by the club, the FC Bayern München e. V. (e. V. is short for Eingetragener
Verein, which translates into "Registered Club"). Three German corporations, the
sports goods manufacturer Adidas, the automobile company Audi and the financial
services group Allianz each hold 8.33% of the shares, 25% in total.

vi. Location of market.

F.C Bayern München is a worldwide recognized brand that has their main market in
Germany. It is the most successful club in the country, what it gives a strong position
within the country. These type of fans are the club´s partnerships. In Latin America
and Europe exists a strong sense of loyalty for local clubs, so that on these regions
F.C Bayern doesn't have strong supporters instead it has a great amount of followers
that are interested firstly in merchandise. And last but not least, F.C Bayern has within
North America and Asia emerging and attractive markets that are more interested in
soccer, and also have a strong purchasing power.

vii. Competitive advantages.

F.C Bayern München main advantage it is successful history throughout the years,
this history has given a strong recognition and a sense of glory and greatness within
the country. It's image allows to demand more money in certain situations such as
broadcasting rights and cost of tickets. There's not a club as important as F.C Bayern
within Germany. Added to that, the club has a huge financial muscle to develop
projects and commercial activities. Also has first level players that not only give
tranquility to the sports success, but also they move a lot of influence in marketing and
publicity issues.

b. Consumer buying behaviour

i. Sport stakeholders.
F.C Bayern München Stockholders
 (Bayern München, 2018)
Also Bayern München has their fans, the German government and the television
broadcasters as another main stakeholders.

ii. Consumer behaviour model.

iii. Internal and external factors.

● Internal Factors: Those factors have a huge influence in the sport decision
making. These factors are composed by psychological factors such as
 motivation and perception of the fans toward the team, Bayern München
performance season by season affects these factors. On the other hand we
have the personal factors such as the economic situation or their lifestyle. At
the Bayern München case, fans can buy merchandise and tickets according to
their incomes and they will assist to the games depending on their daily time
availability.
● External Factors: Those factors are related to the outside of the consumer
mind. Those are the cultural and the social factors. Both are highly related with
the society, social class and family where they grew up. If the consumer is used
to assist to the games, support the team all the season and acquire the last
merchandise since he was kid, he will continue doing it. FC Bayern looks back
with pride on a long and successful history, in which the club has not only won
many trophies, but has also significantly shaped the development of football
itself.

iv. Motivational factors.

According to Beech and Chadwick there exists three types of fans. The aficionados or
diehard fans, the fair-weather fans, and the theatre goers. Bayern München fans have
the characteristics of the aficionados or diehard fans which are completely entranced
with the game, passionate about the sport code and intensely committed to a particular
team, in this case, Bayern München.

c. Current Business Portfolio Analysis.

i. Marketing Analysis. SWOT Analysis of the company.

● Strengths.
1.Great recognition worldwide
2.Strong global brand name
3.Excellent marketing and high quality merchandising
4.Allianz Arena has a big capacity (around 75,000)
5.It has been associated with global brand names like Adidas, Samsung, Coca Cola,
etc
6.Bayern is a membership-based club with 162,187 members.

● Opportunities.
1.Tapping global fan bases like India, China
2.More advertising and brand visibility would help build on brand equity

● Weaknesses.
1.Less popular football club as compared to other top English and Spanish clubs like
Real Madrid and Barcelona.
2.Over dependence on Germany players affects global brand
3.Lesser brand visibility and presence in the global market
● Threats.
1.Other top clubs buying out good players
2.Internal problems between players and management
3.Financial debts incurred due to expensive player transfers
4.The other clubs can buy the best players

d. Marketing Environment Analysis.

i. The external environment

● Sociocultural.
For German population sports are a thing to be proud about internationally, specially talking
about football, the sociocultural environment of the Bayern Munchën tends to be
exponentially German fans, never the less, we have a high percentage of fans from around the
world. Which also sums more than 290.000 population

● Legal/Regulatory.

FIFA

All football enterprises are mostly ruled by the FIFA, an organization that stands for
Federation Internationale de Football Association, this organization has the objective of
governing every football federation of every country in the planet, It was founded on may 21
of 1904 at Zúrich. And so it goes, it also has to do with the organization we are willing to
analyze. FIFA regulates some behaviors and administration at Bayern Munchëh such as;
ethical behaviors like Players responsibilities with the taxes and everything that has to do
with the state law, later the FIFA also regulates matches dates so every season fits perfectly
between championships such as The UEFA’s Champions league, the world cup, etc.

“The Congress FIFA’s supreme and legislative body. The Council is the strategic and
oversight body, and the general secretariat is the executive, operational and
administrative body of FIFA. The standing committees advise and assist the Council
and the general secretariat in fulfilling their duties, while the independent committees
conduct their activities and perform their duties entirely independently but always in
the interest of FIFA and in accordance with the Statutes and regulations of FIFA.”
(fifa, 2018

● Ecological/Ethical.
Not a long time ago, The Bayern Munchën launched the new players code of conduct which
generates not only an important environmental habitat at the stadium, but it also regulates, the
fandom behavior. This Ethical tool helps to achieve what the actual FIFA is willing to
generate that is Fair Play.

● Economic.
● Technological.

In the actuality, The Bayern Munchën has evolved from what propaganda and
marketing involved years ago, take for example, the web page and app mobile
application which lets the consumers have important information about matches and
its formations. No longer it lets, the consumer consume the product which is being a
fan and being able to buy tickets, merchandise etc. But it also is a great source of
information for The Bayern itself, because they are able to have a record of what the
consumer is more aware of and also what they are not. It’s an administrative source
through new mechanisms of technology.

● Political.

The Federal Ministry of the Interior, Building and Community abbreviated BMI

On the other hand, the state itself must contribute economically, and socially to the favorites
local club.
„The Federal Ministry of the Interior, Building and Community sponsors German
high-performance sport, thereby expressing that sport is a priority for the Federal
Government. The presence and performance of German top athletes are important in
shaping Germany’s image in the rest of the world. They also motivate people of all
ages, with and without disabilities, to follow their example. So they help make sure
that sport exerts social and integrative influence. Promoting sport for all is a
responsibility met primarily by state and local governments.”

ii. Microenvironment
● Suppliers.
FC Bayern is one of the most recognized soccer teams in Germany, Europe
and the world. Its products are marketed and sponsored by the recognized
sports brand in the Adidas world. However, now with all digital commerce the
F.C Bayern made a contract until 2020 with the company DHL, which is
responsible for the logistics and distribution of all Bayern products to reach their
fans. The agreement between both companies is to reach the hobby that is
growing increasingly and that there are no limits of borders to get F.C Bayern
to its fans.
● Marketing Intermediaries.
The marketing intermediaries of F.C Bayern are their own sponsors as they are:
Allianz, Adidas, Audi and Deutsche Telekom Group. As main collaborators of
the Club are also responsible for promoting the team in different events.
Although these companies are a strong pillar for the marketing of the Club, F.C
Bayern is also responsible for promoting its image through its website, enabling
a space where its fans can find both history and Club articles.
● Publics.
Audiences are those groups that can generate a great impact on marketing
activities. For this case of F.C Bayern they divide these publics into the press
or sports commentators, clients, athletes and even the sponsors of the Club.
The good performance of the team during their participation in tournaments is
the key to have these groups, however, the commentators are the group that
 generates more complications for the Club due to criticism or praise that can
be mentioned regarding its performance and thus also affect the behavior of
the fans.
● Competitors: Being a soccer club F.C Bayern doesn't have corporate
competence, fans are completely loyal to a soccer team and clubs don't make
strategies to remove fans from other club, so that it is only a competence in
terms of sport success. F.C Bayern has two big competitors, one in the local
and the other in the european atmosphere, those are Borussia Dortmund and
Real Madrid respectively.

● Market - Customers.
❖ Spectators: they are the main engine of the Club, since it also considers
them part of the FC Bayern family. They are those who buy tickets,
clothes and equipment items.
❖ Athletes: they are the most important clients since they are the ones who
promote the team and there are also many players who have the dream
to play in certain teams and do their best to be there.
❖ Sponsors: Many companies look for ways to expand or be recognized
and many of these companies do so by sponsoring professional teams
which can help them improve the recognition and performance of their
companies.

2. DEFINITION OF THE MARKETING PROBLEM TO SOLVE.

a. Introduction.

The marketing problem of FC Bayern, is centralized of its range and capabilities for
branding. So, as Bayern is one of the best and biggest teams in all the world, it’s
needed to expand its coverage into some regions, as latin america. If we look it’s
competitors, in monetary and sports level, we can analyse that Fc Bayern has a lack
of coverage in different regions in the world. In their campaigns there is a freezed
capacity of engagement. And there is where marketers are needed, they are needed
in order to improve the range of scope of big sports entities.

b. Question statement.

How to improve the coverage in regions as latin america?

How to develop some proper marketing strategies for these kinds of organizations?

c. Justification.

FC Bayern is one of the more successful teams in terms of titles thanks to it’s huge
monetary capacity and consequently, its world class players. But in terms of
internationalization, its operations in latin american regions there is a evident lack of
coverage. As we discussed previously, the quantity of Bayern Munich fans in South
American countries, is very low despite another big teams. So, a very good solution
of this dilemma, it would be, the acquisition of south american soccer players. As for
example, the arrival os James Rodriguez to FC Bayern last year, increase the
number of latin American supporters, and allows that the team increase in a
considerable way its presence in countries as Colombia, thus because More than the
80% of FC Bayern Squad it's composed by European Football players, so to
conclude, strategies as the sign-ins of South American stars, accompanied by a
good marketing strategies, will be propulse the beginning of the desire global
expansion, expected by the German club.

3. OBJECTIVES - Examples

a. General Objective

Increase the FC Bayern range of coverage to different foreign regions, in order to

have a global domain in sports industry.

b. Specific Objectives

● New arrivals of latin American soccer players, in order to satisfy the demand
of the market of have one of the top talents in one of the most prestigious
clubs of the world.
● Make strategic alliances, in order to build brand awareness making different
campaigns with the main objective of persuade latin american consumers,
 ● Expand club operations to different countries, through former schools to
children's, as Real MAdrid Did it on Colombia with it’s Foundation on Bogota
for poor but talented childs who wants to fulfill the dream of wear Real Madrid
t-Shirt.
● Increase sells, thanks to the coverage obtained by soccer stars arrival to the
club.
● Customer retention making campaigns with football players and fans.
Launching fidelitation plans, plus the security created for have the best
players of the world on the pitch.

Position strategy & Position Statement.

Bayern Fc is one of the best and powerful teams worldwide. It’s fans and consumers
will feel attracted thanks to the marketing plan and all the implanted strategies. For
that reason, in order to improve the relationships and consequently the growth of
Bayern Munchen Football Club, it’s necessary to get into context what kind of picture
will take the customer at the time of hear or look at one of the campaigns of this big
sports club, specially through it’s channles like the App that will be a huge sucess
indicator, due to Fc Bayern mucnchen as the recognized team that it is; its getting
focused in the technology and innovative areas through the Bayern FC App who will
allow the team to growth and develop a proper strategy, to compete into the market.
SO, thanks to the innovative process that will be developed by hand of this sports
company, the positioning strategy will be defined as one of the top companies in terms of
quality, cost, flexibility, speed, innovation and service.

Finally, once the positioning strategy is defined, we can conclude through the
positioning statement the range and the capabilities of Bayern FC to penetrate and get
into new markets, in order to born global and makes the German team one of the most
popular and profitable institutions over the world. Find the best positioning strategy
terms of expansion and transmitting to consumers the reality of what this team really is
and what it really represent: “The german discipline and strength in all of the areas of
the company, completed with an ambitious market plan in order to born global, and try
to transmit that kind of German strength to each one of it’s customer over the world.
Bibliography :

FC Bayern Munich. (2018). Bayern launch players’ code of conduct - FC Bayern Munich. [online]
Available at: https://fcbayern.com/en/news/2008/01/bayern-launch-players%E2%80%99-code-of-
conduct [Accessed 20 Aug. 2018].

www.fifa.com. (2018). Qué hacemos - FIFA.com. [online] Available at: https://es.fifa.com/about-

fifa/what-we-do/ [Accessed 20 Aug. 2018].

Comunicación, C. D. (n.d.). Acuerdo DHL-Bayern Múnich. Retrieved from

https://logistica.cdecomunicacion.es/noticias/proveedores/10222/acuerdo-dhl-bayern-munich