Background

FC Bayern is a German soccer club based in Munich, Bavaria. The professional team

plays in the Bundesliga, the top league of German soccer and is one of the most successful

football clubs in Germany. Bayern has won 22 national titles and 15 cups. The club was

founded in 1900 though they didn’t win their first national championship till 1932. Bayern

saw its greatest success in the mid 1970’s while under the leadership of coach Franz

Beckenbauer, they won the European Cup three times in a row. In recent years Bayern

Munich has been one of the most successful teams in German soccer, winning six of the last

ten championships. After record revenues of 328.4 million Euros in 2007-2008 and an

after tax profit of 2.1 million Euros Bayern reported revenues of 303.8 million and a profit

of 2.5 million Euros. Bayern was the fourth richest club in the world in 2011 generating

revenues of 321.4 million Euros. The teams’ colors are red and white; the team crest shows

the colors of Bavaria. Bayern is a membership-based club with 162,187 members. There

are also 2,764 officially registered fan clubs with 192,160 members.

Organization Functions

The main function of FC Bayern soccer team is to increase the overall appeal of the

Bayern Munich club in all its endeavors. Our goal is to always take home a championship

but it is very important that we keep the Bayern image golden. Bayern offers its fans

countless outlets to interact with the team. Bayern makes it easy to watch a game from the

stadium or the comfort of your home. Bayern creates many side miner league teams so fans

can play under the same flag as their favorite team.

Mission Statement

FC Bayern soccer club is dedicated to building their team and its actions around a

club rich in tradition. This club would like to inspire an upbeat change in how people act

and treat one another. FC Bayern is proud to set their standards to the highest to help

enrich the surrounding community and its supporters. Bayern Munich lives by the code Mia

San Mia (we are who we are).

Vision Statement

Our origins, growth and history are based on the shared values of a club, which we

live by today.

We have a great responsibility to conduct ourselves appropriately at home and

abroad.

On and off the field we are role models for young people, tomorrow’s elite sports

people are influenced by out attitudes and lifestyle, we boast a long and successful history,

and we have significantly shaped the way the game has developed.

We aim to improve in every aspect of our work, be it athletic, administrative,

technological or in relationship building.

Our roots and our values are shaped and fashioned by our nation’s history and

development.

Old or young, male or female, black or white, Champions League or pub team, we are

football you can live and share.

Without mutual respect, we would never have achieved our world-class status.

We enjoy playing, working competing, scoring, tackling, each other’s company and

team spirit.

Our relations with our fans, fan clubs, members and sponsors are partnerships, but

we also want to be reliable, dependable friends.

FC Bayern Munich is at home all over the world but we have love for our home in

Munich.

Even after a career ends, our door is open to all. We are united for life.

Core Values

We are one club, we are ambassadors, we are role models, we are tradition, we are

innovation, we are self-belief, we are diversity, we are football, we are respect, we are joy,

we are loyal, we are partners, we are home-loving, we are dynamic, we are responsibility,

we are family, we are who we are, we are FC Bayern

Spent Analysis

Socio-demographic – What we spend on advertisements throughout the season and post

season. This has to deal with all marketing plans that have to do with the fans. Lots of

money is spent in this category but that is because we receive the most money back from

this group from ticket sales and merchandise.

Political/Legal – The biggest obstacle we have to deal with in this category is we show are

matches in more than one county. We have to make sure we have all of the right license as

well as fees so that it is legal for us to air our match. This can cost a fair amount of money

but nowhere near as much as it would if we got fined for not having the right paper work.

Economic influences – FC Bayern is extremely lucky because it is located in the heart of

Bavaria, Munich. Munich is a very wealthy city. This means that most of Bayern’s fans are

well off and can spend lots of money going to matches and picking up the latest jerseys.

Natural Influences – Some natural influences would be the other sporting events and

activities available to do around the Munich area. The problem with being located in

Munich is that it is such a big city. People have so many choices when it comes to what they

can do with their time.

Technological Influences – There are lots of technological influences that effects FC Bayern

Munich. One problem is people can view matches online for free so why pay to go see the

game or pay for the station the game is airing on when you can get it for free. Technology

also makes it easy for people to find all their Bayern needs without even going to the team

or team store.

Porter’s Five Forces Analysis

When it comes to Rivalries FC Bayern Munich has their fair share. There are several

soccer teams in Munich with Bayern but none of them pose any threat to them. Bayern

does however have a rivalry with the other Bayern team in Munich but they always crush

them. When it comes to German teams Bayern has a strong rivalry with FC Nurenberg,

Leverkusen, and FC Schalke. When it comes to European rivals there can be no greater than

Real Madrid and AC Milan.

There are always new clubs being introduced thought all the leagues. If any club

tried to set up shop in Munich they would be surround by Bayern fans. Competition isn’t a

bad thing for Bayern since they are such an old club they have such a great tradition and

history. Many of the fans of Bayern are fans because their parents were those who weren’t

quickly get sucked in by the strong tradition and club attitude.

There are some knock off Jerseys for Bayern Munich but they don’t even come close

to the material of the originals. Bayern fans are so loyal to the club already that most

wouldn’t even touch a replica. Bayern has little to worry about when it comes to fake

products trying to come off as actual Bayern gear.

It could be very easy for suppliers to bring up cost since for the most part there is a

high demand for this club and its equipment. Not only that but because the suppliers are

the only place fans can get authentic merchandise it could be easy for them to increase

prices since they have the market cornered.

It could also be very easy for the buyer to lower the prices of tickets as well as

merchandise. All fans would have to do is stop going to home and way games and soon

enough ticket prices would drop considerable. The problem with this is fans are not willing

to miss a single match when it comes to Bayern Soccer.

SWOT

Strength: FC Bayern Munich has a long rich tradition with plenty of titles under their belt.

The club also has a very loyal fan base with fans children becoming big supports of the

team to.

Weakness: Outside of Munich and the teams long history of winning Bayern doesn’t have

many aspects to relate it to people from other countries.

Opportunities: Untapped Midwest market that doesn’t really have a favorite soccer team

or even know of Bayern Munich

Threats: New clubs are being introduced each year. With so many other clubs out there in

the world what really sets Bayern out from the rest of them. Do Americans really want to

follow a European soccer team?

Objectives

Short Term

Increase the number of FC Bayern Munich in the Midwest to 20 to 35%. Sharing our

rich history and tradition will hopefully complete this.

Increase the number of FC Bayern Munich fans in and around the Munich area. We

hope to do this by showing even though Bayern is a powerhouse team we still have core

views and values.

Stimulate a first visit. We plan on creating an advertising plan that builds awareness

of how much more fun a match can be when you are at the stadium.

Increase team loyalty with fair-weather fans by building a strong brand image that

will create preference over other NFL teams.

Long Term

Increase the number of season ticket holders.

Install a tradition in the United States of either watching Bayern Munich matches or

even getting a chance to go overseas and witness a match firsthand.

Create the image that nothing has changed from the Bayern powerhouse team in the

1970’s to now.

Measurable Objectives

Increase the number of Jerseys sold this year by 35-50% compared to last year’s

sales. This can be measured by keeping track of the amount of Jerseys sold.

Increase the number of tickets purchased as compared to last years season. This can

be measured by ticket and seat counts.

Increase the number of Midwest fans. This can be measured by seeing how many

televisions were tuned into the Bayern match whenever there is one on.

Summary

FC Bayern Munich is a soccer club rooted in rich tradition. The club already has a

large following and is one of the most known clubs in play. Bayern still has opportunity to

grow. With the right plan Bayern Munich can increase its fan base in both the United States

and areas around Munich. If Bayern is able to do this then their ticket sales and

merchandise sales should increase as well. FC Bayern has a history filled with achievement

and we want you to be apart of that in the championships to come.