Tourism

Marketing process

Using the five P s of marketing mix we will try to emphasize the World cup organizations objectives and satisfy consumer needs. The five Ps are namely product, place, promotion, price and public relations. The World cup event itself is the product being offered to the target market.This event is already established has a massive global appeal, looking at the previous years viewership rates. Next is to decide where the event will take place. The placement of the event is very important to ensure that ticket sales target will be met or better yet exceeded, since the World Cup events are already has created a niche globally and soccer has been designated as the most popular sport, the plan would be to branch out and showcase their event in other parts of the world to also enter the global market which is definitely an untapped resource the targeted place will be South Africa, which is the first time an African nation will host the tournament.

Promotion of this particular event is very crucial as well, even though World cup ( the product) itself  has already a cult following, it is still necessary to use Mass selling through advertising and publicity using all the available media to potentially attract more viewership and meet gate sales on the place chosen. Advertising cost may definitely increase, but with proper execution it can also translate to high revenue generation.

Price is also a big consideration, given the significance of the World cup event a marketing research should be conducted to understand its potential target consumers, since people from different countries may not pay the same amount of ticket prices on the events. Public relations is also similar to mass selling as it endorses the sport of soccer through publicity.

Internal and External Contingencies
In order to prepare for the unexpected on such a momentous event, the World cup or FIFA organization should also identify first Internal contingencies such as organizations vision and mission which basically is to promote and market World cup and the sport of soccer to the world, and also its organizational objectives by possibly replicating strategies employed to previous events success. External contingencies should also be studied, analyzing factors like demographic trends , political or legal policies and laws on the target host country and also forms of media like the internet or technology that can affect the entire marketing process.

To gather and analyze data for both contingencies is that FIFA as an organization can conduct an Environment Scanning which is an important strategic marketing process that they must employ to identify trends on soccer for their target market. Another method that must be employed is a Swot analysis  this technique can determine determine strengths, weaknesses, opportunities, and threats for the entire strategic marketing process and for the World Cup event itself.

Importance of Marketing Research
With the marketing mix of the five Ps as guidelines, next course of action should be a marketing research, This step is paramount to ensure success., by defining first the problem or the information they need FIFA can easily identify on which information they need, such as trends, will the sales on viewership and gate tickets meet or better yet exceed projections Next would be the data collection in which they can either use primary data by conducting surveys themselves or use secondary data resources available to gather information.