Description
University of Sunderland
PGBM56 Global Integrated Marketing Communications
Assessment for 2013/14
Title: Critical Evaluation of Current Integrated Marketing
Communications Practice
Weighting: 100%
Module Assessor: Yvonne Dixon/Karen Wharton/Anne Edwards
Issue Date: Week 5
Completion Date: Hand in by 3pm on 14 th May 2014
Word Count: 3500 words (+/-10%)
Task
The Context for this assignment is Football, specifically the English
Premier League.
You are required to submit a professional report that demonstrates your ability
to meet the learning outcomes of the module. You should select an
organisation within the above context, as a basis for your report. This
Organisation should promote themselves in at least two different countries (for
instance, your home country and the UK).
You are required to:
critically evaluate the IMC practices employed by English Premier
League Football Clubs to reach a specific target market within the
two countries selected
For example, you should consider:
o Identification of the target market
o Identification of the key messages
o An evaluation of the appropriateness of the messages to the target
market
o An examination of the marketing communications tools and media
used
o identification of the key similarities and differences of the marketing
communications in the two countries selected and reasons for this
o How the communication activities are helping the organisation
achieve their objectives
identify the key challenges of practicing IMC and discuss to what
extent there is evidence of IMC being practiced
For example you should:
o consider the key issues impacting upon the organisation’s ability to
practice IMC (e.g. factors in the internal and external environment)
o identify and utilise an appropriate academic model to measure the
level of IMC evident
Make recommendations on further use of the tools/media
For example you should recommend:
o how the organisation might utilise tools and media to overcome key
issues and/or become more integrated in their approach to IMC.
Solution
1.0 Introduction
Over the recent years, IMC has emerged as one of the popular concepts in today’s businesses as organisations seek the best way to reach out to its customers (Copley, 2013). In the 21st century, marketing practises are being changed from theory and being incorporated in the day to day practises. IMC is defined as a strategic process of developing, planning and executing communication programs of an organisation to reach out to targeted both internal and external audiences (Kitchen & De Pelsmacker, 2004). However, it still faces some challenges in its implementation and execution. In this report, the integrated marketing communication practises of Arsenal football club both in UK and China are reviewed. The current practices in both countries are evaluated in addition to the challenges that Arsenal face in their use of certain communication tools. Lastly, some recommendations are offered on how Arsenal can improve its communication strategies.
According to Keynote (2013), Arsenal ranks sixth among the largest clubs globally and is one of the successful teams in the UK. Arsenal was formed by workers at the Woolwich Arsenal factory and was named Dial square. Its name was changed to Royal arsenal and later Woolwich arsenal. Arsenal is owned by two major shareholders KSE UK Inc with 66.83 % and White securities ltd with 29.95% (Keynote, 2013). KSE UK is a wholly owned subsidiary owned by Stan Kroenke. Despite several years without trophies, the supporters of the club remain committed and show this through their full capacity attendances at the Emirates stadium. In 2012, Arsenal FC had a pre tax profit of pounds 68.1 million with a turnover of pounds 233.5 million (Keynote, 2013).
2.0 Arsenal IMC practices in UK and China
2.1 Target Market
Football is in a unique class of entertainment in that it is enjoyed by everybody. It is accessible to people of all ages irrespective of education, gender, religion or race (Shank, 2005). In order to identify the most important target market, it will be crucial to segment the market both in UK and China. In UK, the market segmentation can be done through demographic and geographical segmentation. The major aspect in demographic segmentation is age. Although football attracts people of different ages, male youth are most attracted to football (Greenwell et al, 2008). In the UK, most people choose their teams depending on the family loyalty as well as the locality of the team. For example almost 98% of people living around the home town of Arsenal, support Arsenal (Arsenal FC (2014). Geographical segmentation defines the people who can be able to access the stadiums on match days to watch games. Most people outside the city of London where the stadium is located may not be able to travel regularly to watch the matches. As such the most economical segments are those living about one or two hours drive to the stadiums. In China, Arsenal has its target market on the youthful technologically savvy generation. The youthful population are very active and can be able to follow closely the affairs of the team through technologically advanced platforms……………….
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