Juventus’ Marketing Plan to expand the brand in the US Market

Global Strategic Sports Marketing Management 1
Juventus’ Marketing Plan to expand the brand in the US Market
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Global Strategic Sports Marketing Management 2
Juventus’ Marketing Plan to expand the brand in the US Market
Executive Summary
Juventus is an Italian football club that has existed for about a hundred and
twenty years. It was started in 1897 by a group of high school students and has been
owned by the Agnelli family for over 93 years (Sustainability Report, 2017/2018). The
club has had the honor to participate and win many national and even international
competitions.
The club intends to venture into the US market. To measure its achievements,
four objectives have been set: be among the top five most followed clubs in America
within a year, increase the awareness of its activities among American women, increase
its interest among American men aged between 18 and 45 years and to create more
awareness of it’s brands in America. Its marketing plan has been divided into three
steps: having a clear vision/mission/philosophy, assessing the external environment and
lastly, assessing the internal environment. The internal environment will be analyzed by
understanding the SWOT analysis. The external environment will be analyzed using
Porter’s competitor analysis model and six aspects: political, social, legal, technological,
economic, and environmental, will be discussed. The budget of the plan will be outlined
and discussed in details. Lastly, the measures through which the plan will be evaluated
will be outlined.

Global Strategic Sports Marketing Management 3
Situational Analysis
According to Kosik (2011, 93), the main idea behind marketing is to satisfy the
needs of the customers. In this case, marketing is customer-oriented. Perhaps it is
because of the desire that everyone in the business sector has to fulfill the desires of
their customers or perhaps it is the desire to attract more customers. All in all, the
author believes that marketing has become the objective that is most focused on by all
firms these days.
Kosik (2011, 93), believes that sports marketing first started towards the end of
the 19th century and the idea slowly progressed in the US finally receiving enormous
awareness during the 1950s. From America, the idea spread to other developed
countries around the world. Kosik believes that among the events that saw the idea of
sports marketing progress were like the creation of advertisements on Jerseys, which
started in 1973. To this day, many sports firms use marketing strategies to increase
their awareness in the country and all over the world.
Juventus is likely to succeed in its endeavor to venture into the American market.
By applying Porter’s Diamond Model, there are several factors that will enhance its
success. The model holds that certain factors (four) are crucial for a firm to succeed in
various nations: related and supporting industries, firm strategy, structure and rivalry,
demand conditions, and factor conditions (Neven and Droge, n). There are lots of firms
from related and supporting industry that will offer help or that can work in conjunction
with Juventus. An example is the clothing industry which can offer services to design
apprels for the club. Also, the demand of services is quit high in America. According to a
report released by Plunket Research (2017), the sports industry is one of the biggest

Global Strategic Sports Marketing Management 4
industries in the US, in terms of the investments (Table 1). The sports industry started
developing in the 19th century and has since been progressing. Humphreys and
Humphreys (2005, 8) believe that approximately over 484 million people participate in
sports in 2005. The number has been increasing ever since hence the need to make
more investments.
Juventus is an Italian football club that has existed for about a hundred and
twenty years. It was started in 1897 by a group of high school students and has been
owned by the Agnelli family for over 93 years (Sustainability Report, 2017/2018). The
club has participated and won various cups among them the Intertoto cup, UEFA cup,
European cup, Italian cup, and the Intercontinental cup to name a few. It has
commanded international respect day after the other for a long time now. Recently, the
club hired Cristiano Ronaldo. According to an article written by Kidd (13th Jan 2019), this
act increased the clubs international outreach since Ronaldo is one of the greatest
football stars in the world.
The current situation of the club will help a great deal in its effort to capture the
US market. First and foremost, Juventus is one of the few clubs that has a sustainability
approach towards business (Sustainability Report, 2017/2018). Juventus engages in
activities such as fighting against racism and discrimination, ensuring athlets physical
health, youth education and nurturing behavior. Juventus, as a football club, is modeled
in a way that its players believe in striving for the best. This is well articulated in its
motto ‘until the end.’ This shows their desire to struggle for the best which is in tandem
with the American spirit. This motto has helped the club achieve some of the best
results the world has ever witnessed. Considering that the US is not largely invested in