Goal! Japan Scores in Soccer

Published 03 Jan 1997
Reference 4671
Topic Marketing
Industry Sports
Region Asia
Summary

The case describes the development of a concept for and the launch of a professional soccer league in Japan. Clubs have to be selected, players brought up to international standards, revenue ensured to make soccer compete successfully against baseball and Japan the nation for hosting the World Cup in 2002.

Teaching objectives

The development of a concept for a complete service product in the sports and entertainment business. Identifying and managing actors (clubs and players), sponsors (companies and communities), and media (TV, advertising agencies) for a successful launch towards the general public of games and associated products.

Keywords
  • Marketing of Services
  • Market Entry
  • Launch of Services
  • Positioning
  • Japan
  • Professional Football