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ITFC were formed as an amateur club in 1878, but became professional in 1936. After winning the Southern League and finishing third the following season, they were elected to the Football League on May 30th 1938.

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Introduction

Business Studies Coursework Brief History ITFC were formed as an amateur club in 1878, but became professional in 1936. After winning the Southern League and finishing third the following season, they were elected to the Football League on May 30th 1938. But have recently been relegated and now need a new marketing mix to help them maintain profits. ITFC have a good reputation as a Football Club both in playing skills and in a reputable club status. Location The stadium is situated on Portman Rd. and has been there since the club started and is constantly being done up to maintain quality. A overhead map of the stadium located at Portman road. Aim of this coursework The aim of this coursework is to reinvent the marketing mix for Ipswich Town Football Club after they were relegated from Division One and they are now afraid of loosing profits. I will do this by using the 4P's of marketing which are the basis of all marketing plans, these are : - Product - Reviewing the product in the past, in the present and what you intent to do with it - Price - Reviewing the price of the same product - Promotion - Any promotions you can do with the product in question - Place - Can the product be moved geographically I will also have to rely on research which exists in two types : - Primary - Research conducted by you - Secondary - Research conducted on someone else's research Another thing you have to consider is people's social category which varies on your annual household income ranging from A, B, C1, C2, D and E depending on how much they earn A being the largest and E being the smallest. Research Plan We are not sure what they used in the past for their Marketing Mix as many companies do not like to release this information as this may be passed on to competitors. ...read more.

Middle

- This indicated very little is likely to change quickly, probably the opposite as it will increase creating greater pressure on ITFC Technology - The collapse of ITV digital has affected football as a whole and will continue to do so as they had strong links with the football world. - The media attention to football will cause a greater strain on ITFC. - The rise in Sky and digital entertainment will help football by providing more interactive things. The PEST analysis outlines any problems I MIGHT have in the future when I produce a marketing mix plan therefore I have to watch these influences when I plan for the future. In the future I will have to reinvent ITFC marketing mix yet this can be very risky so in order to reduce the risk taken I will have to use Ansoff's matrix in order to reduce the risk for reinventing ITFC. I have considered these as when I reinvent ITFC I will have to diversify a bit in order to gain profits in other markets until the team becomes better. Usually diversification can be very risky and cost a lot of money. An example of a company that diversifies a lot in Virgin LTD. Existing ProductsNew Products Existing Markets New Markets Market Penetration - I will aim to get profit from all ages and both genders yet with focus a bit more on males as they do have more involvement with football as a general. My research has shown me that Males are more likely to buy more merchandise. - I will also aim for people of all incomes as even those with a low family income buy merchandise. Product Development - I don't feel football as a product can be developed. Only made more entertaining by providing more creature comforts at a greater price. Market Development - I will aim into women and families a little more when I reinvent ITFC as my secondary research has shown me that spectators like the ...read more.

Conclusion

Talk to people who like high like high-risk ventures as all football is high risk, it has taken Manchester United a matter of weeks to go from a firm favourite to a bottom of premiership club. If we can remind people that we didn't struggle to get into the premiership and that we have merely slipped momentarily then they could be persuaded into buying shares in ITFC. Sponsorship is one very quick and easy way to get money fast, ITFC could apply for a local sponsor like Greene King again, they are a local based company and could be persuaded round to sponsorship again the same way the shareholders could be. A decrease in ticket prices isn't going to help at the moment if we already have offers on, I suggest leaving them as they are for now and then when we are re-established maybe raising them a bit. I also don't think there is any need for an overall price change or to lower players wages, at the moment the last thing we want is players giving us bad publicity about low wages. Evaluation I have found this project to be helpful as a means of understanding the marketing mix and how to apply it the problem remains that in the real world the football sector moves to fast to create an effective marketing mix for as it is constantly on the move. By the time you have created a plan it has been stopped by the fact that something has happened changing it turning it upside down. Even during this project a relatively small club like ITFC has managed to make even great changes during the duration of the project. The sacking of a manager and many other media publicised events. It seems the football market is not good to try and to a marketing mix for as things change over a matter of days, something like this marketing mix would need to be produced every few days ...read more.

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