A marketing framework for improved competitive advantage of professional football clubs in KwaZulu-Natal, South Africa

Abstract

Strategic marketing has become a necessary part of any football club that desires success and competitive advantage over others. Therefore, to draw spectators’ and supporters’ attention, a football club needs to incorporate the correct mix of marketing into their football business. It has become clear that football club operations and marketing activities are inseparable and need to be consistent with each other. Supporters become attracted to a brand in the same way that people become committed to watching matches. This study examined whether the principles of marketing were incorporated into the business operations and services of potentially professional football clubs (PPFCs) in the KwaZulu-Natal province of South Africa. It examined how fundamental values of marketing and football clubs are interrelated and interconnected to offer business values for profitability purposes. The study also explored the way marketers make use of the marketing mix in their day to day activities with Manchester United as a leading example of this practice. This study explored how football clubs can apply the service marketing mix of the 7Ps to achieve profitability i.e. product (players), promotion (matches and club products), place (delivery), price (exchange), people (football staff’s involvement in service delivery), process (the service delivery instrument), and physical environment (the services delivery settings). A football business marketing theoretical framework derived from profit marketing is presented which is designed to influence football organisations’ behaviour and improve their business operations. This study was conducted in New Germany, Kloof, Riverside, Richards Bay, and Durban communities located in KwaZulu-Natal, South Africa. The sample size of this survey and the number of units required in gathering data was based on a questionnaire, interviews, and focus groups with professionals in the football business. Five hundred questionnaires were sent to the respondents and 428 were retrieved. Ten interviews were conducted with officials in five PPFCs while five focus group discussions consisting of 12 participants each were conducted among the selected football clubs’ members. The study used a mixed-method approach, using both quantitative and qualitative methods of data collection. The findings reveal that the PPFCs’ efforts aimed at gaining competitive advantage are surrounded by several processes. Therefore, the use of a marketing strategy is essential for these clubs to achieve their goals and objectives, more importantly, their profit intentions. It was established that marketing strategies can be employed to empower a football club’s business operations and establish proper conduct among competitors. Arising from the findings are recommendations that PPFCs need to have a better understanding of the marketing mix and plan strategically to achieve the objectives and goals of their football operations. Thus, the study suggests that the 7Ps can assist in reinforcing football club plans strategically and can enhance club success.