Globalization of Sport Management: A Focus on Fanta’s globalization Effort through Borussia Dortmund Football Club
Executive Summary
This report knits a feasibility study on Fanta’s globalization efforts through Borussia Dortmund football club. Borussia Dortmund is the platform while Fanta seeks to develop a global football market in which it seeks to increase the sale and distribution of the Fanta brand. Some of the areas to be covered include; legal frameworks (such as license requirements), people, physical developments and stakeholder analysis. This report has established that Fanta will be expected to observe all legal requirements touching on aspects such as licensing and labor laws. The report has also conducted a stakeholder analysis in which it has discussed key stakeholders such as fans, athletes, institutions and employees. Each of the stakeholders has a level of influence and expectation that must be satisfied if efficiency is to accrue. In a different dimension, the report has linked Fanta’s and Borussia Dortmund strategic outlooks. From the system point of view, Fanta’s Football philosophy should be based on Borussia Dortmund existing system. The system should remain unchanged in the new market as it will ensure success at all levels. Moreover, Fanta should embrace the shared values pursued by Borussia Dortmund which are defined by true love, defiance and determination. Therefore, Fanta should re-align its internal culture to reflect Borussia Dortmund’s value system. To sum up, the report has identified China as the most feasible market in terms of market size and infrastructure capacity.
Table of Contents
Executive Summary2
1Introduction3
2The Legal Framework: Licensee Requirements3
3Stakeholder Analysis4
3.1Athletes5
3.2Employees5
3.3The Media6
3.4Institutions6
3.5Sponsors6
3.6Fans7
3.7Infrastructure and Physical Developments7
3.8Fan Segmentation8
3.8.1The Couch Curmudgeons8
3.8.2Alumni Association8
3.8.3Super Jocks9
3.8.4The Limited Fan Base and the Fitness Edge9
4Aligning Fanta’s Goals with Dortmund Football Club10
5Recommendation12
5.1Customize Entry Strategies12
5.2China is the Most Feasible Destination12
5.3Position Fanta as a Healthy Product13
6Conclusion13
7List of references14
Introduction
Organizations and business entities always strive to capture new markets or expand their existing market portfolios. However, the success of any project or initiative is governed by many factors, some quantifiable while others totally unfeasible. In this respect, organizations are expected to conduct feasibility studies to assess the viability of any project or market. In principle, a feasibility study is the practice of assessing the practical viability of a project (Ahn, Yi, Suh, Kim, Lee, Shin, and Choi, 2014, pp.89-90). It accounts for factors such as economic, technological, legal as well as scheduling perspectives. Each of the variables must be clearly map out if success is to be achieved. This report provides a feasibility study on Fanta’s globalization efforts through Borussia Dortmund football club. More specifically, the report presents a feasibility study on legal frameworks (such as license requirements), people, physical developments and stakeholder analysis.
The Legal Framework: Licensee Requirements
The license requirements are accommodated in a country’s legal framework. In context, the Fanta Corporation will have to secure specific license requirements to gain market approval. The brand should first get license approval to engage and interact with Dortmund fans at the domestic perspective. The home fans will give the brand credibility. In this regard, the brand is exposed to …
