Market study - Deciding which markets to enter: Manchester United

Thèmes abordés

Manchester United Lda, market study, internalization, football clubs, meso analysis, SWOT, Porter

Résumé du document

To decide the markets Manchester United Lda. wanted to enter, the company needed to do a global marketing research to get to know the market, competitors, and customers of this new markets. To evaluate the foreign market in its potential, size, competition, growth, profit, etc., could be used tools like the Porter's five forces analysis and a Value of Chain analysis for a micro environment and a PESTEL analysis/Helps Predict Analysis for a macro environment research to find more about the culture, the politics, economic status of the interested markets. This phase of research is very important because the company needs to know if they are internationalizing to a country that needs/wants their products and how large is the market to be profitable. Besides this global research, the company needs to evaluate its performance using a SWOT analysis to really understand its ability to internationalise.

Extraits

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[...] Pecuniary i. High purchase power; ii. In US dollar was equivalent to 0,6528 British pounds. Social i. Stable. Politics i. Stable; ii. Federal presidential republic; iii. States have some autonomy. g. Environment i. High awareness. h. Demography i of the population speaks English; ii of the population is between 25 and 54 years old. i. [...]

[...] Indigenous lived in the United States before colonists arrived, after 1600, mostly from England; ii. Independence was declared in 1776 and only recognized in 1783 by Great Britain. b. Economy i. Most technologically powerful economy in the world; c. d. e. f. ii. In 2014, the United States was the 2nd largest economy in the world, behind China; iii. United States business firms have more flexibility than their counterparts in Europe and Asia. Legal i. Stable; ii. Common law system based on English common law. [...]

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[...] Macro Analysis Helps Predict We decided to use the Helps Predict Analysis, because there were some factors, not considered by the PESTLE that we found relevant in this case. We will analyse 3 markets England, United States and China. The scale used to analyse the different aspects is from 1 to being: little relevant; relevant; (3)very relevant. England 7 a. History i. The British Empire was the largest empire in History with predominant colonial power in North America and India: a. In 1913 it represented 23% of the world population; b. [...]