Peru Marketing Environment and Marketing Mix - Essay Example

This paper seeks to analyze the Peru marketing environment and marketing mix that I would create in my endeavor to introduce a soccer team in Peru.

Peru Soccer Environment

Competition
Soccer is one of the most popular sports in Peru. Due to this popularity, a large number of football clubs have been established, thus, resulting in stiff competition. To ensure proper administration of soccer in Peru, the Peruvian Football Federation (FPF), the body responsible for managing football matches, has classified the teams into 1st division (Primera Division), 2nd division (Segunda Division), and Copa Peru (Witzig 27). Primera Division is composed of 16 team that includes Alianza Lima, Cienciano, Cobresol, Sport Huancayo, Universidad César Vallejo, Sporting Cristal, and Universitario de Deportes among others. On the other hand, Segunda Division comprises of Alaves, Valencia, Real Oviedo, Sevilla, Real Betis, Granada, Alcoyano, and Real Sociedad among others. Copa Peru is a renowned elimination league tournament that is held annually in Peru. The tournament aims to eliminate the poor-performing teams and promote the winner to the 1st division while the runner-up is promoted to the 2nd division. As a result, teams have continued to compete to be promoted to Primera and Segunda Divisions.

Poor Management
One of the major aspects that characterize Peru's soccer is poor management. For example, in 2010 the national team was involved in indiscipline and corruption. This led to the loss of key players resulting in poor performance of the team during the South American qualifiers for the 2010 FIFA World Cup. Another major factor that is affecting the performance of Peru soccer is the government's interference with the activities of PFP. This has created conflict between FIFA and the government.

Marketing Mix
Product
Due to the high demand for soccer by Peruvian fans, my main strategy would be to improve the quality of football in Peru. To improve the performance of my team, I would employ an external coach who is neutral and ready to tackle the internal and external political forces that affect the quality of soccer in Peru. For instance, I would employ skilled coaches from European countries especially retired footballers from renowned football clubs such as Manchester United, Arsenal, and Chelsea. This will not only improve the performance of my players but also would attract the support of local fans. Through the assistance of the coach, my next move would be to recruit young and skilled players who are energetic to face off the competitors during Copa Perú and another local tournament.

Price
Compared to the soccer players in European countries, Peru football players are poorly paid. This has resulted in demotivation and poor performance of the teams both in local and foreign tournaments. In addition, the high debts that the clubs owe their players have resulted in poor teams since most of them are hired by well-paying clubs such as Real Madrid, Barcelona, Chelsea, and Manchester City among others. To mitigate this problem, I will pay the players on weekly bases with each player getting a minimum of £ 4.1 million. Additionally, monetary awards will be given for any goal attained by an individual player. To attract more fans during a tournament involving my team and a rival club, I will consult with the Peruvian Football Federation to decrease ticket prices. In this way, the club will attract more support from the Peru Community.

Promotion
One of the key promotional strategy that I will initiate include a competition that will ensure that fans win tickets during Copa Peru tournaments as well as in the FIFA World Cup. In this way, fans will have a strong loyalty to the club. Additionally, I will focus on sponsoring rural-based football clubs to improve the image of the club at the grass root level (Dana-Nicoleta 19). In this way, young footballers with admirable talents will have an opportunity to join the club during its regular training.

Place
To ensure proper coordination of the club activities, I will open various club offices in all 25 regions. The headquarters of the club will be located in Lima, the capital city of Peru. Each of the regional offices will be under a manager whose responsibility will be to ensure the proper distribution of fairly priced tickets among the fans in his or her area of jurisdiction. In this way, fans will be able to attend national football tournaments.

Conclusion
Based on the above discussion, it is clear that for a firm to remain competitive it is fundamental to analyze the internal and external environment. In this way, it is possible to determine the most effective strategies that the firm will implement to face off against its competitors. To ensure that the new club effectively penetrates the Peru market, I would focus on lowering ticket prices, expanding promotional activities, and improving the quality of soccer to gain the support of the local fans. This is in addition to establishing regional branches to oversee the activities of my club not only in the city of Lima but also in the rural areas. Read More