4P's를 이용한 프로축구단의 라이센싱상품 매출 분석 및 마케팅전략 - FC서울 프로축구단을 중심으로 -

Abstract

The purpose of this study is to establish the marketingmix strategy by the actual sales analysis of consumers for the licensing products related to domestic professional football club. Using Microsoft Excel, we analyzed the daily sales of licensing products in two stores and on the club online shop during 64 home games (2005～2007) of FC Seoul, Korean professional football club. For the data processing, the value and percentage were calculated after the collected data were applied for each cell of IF function, minimum and maximum function. The results from this analysis were；

I. Product：the market share for the uniforms and sportswear revealed bigger portion and showed highly increasing trend. II. Place：a sale around the main entrance was remarkedly high and the portion of this sale was increased. III. Price：the market share inclined to the high price and mid range price products. Uniform sale dominated the market for the high price products. IV. Promotion：Sale and the unit price severely affected by the opponents such as a team rivalry.