MK7040 Marketing in the Digital Age and CSR Assignment Sample
Part 1: Introduction
FIFA connected with the Government, it referred to as a global company because its development agencies follow some rules that are human rights, players promoting and expanding football in the social sector. There is a business model of the FIFA Company that produces television; it is responsible for the marketing and licensing of football events such as the World Cup. In the field of football, CSR plays an important professional role that helps to maintain marketing strategy and promote the football league worldwide. In this context, there a strategy that creates a market value that is working to gain income.
FIFA leads a large amount of revenue that helps to maintain the economy of their country. It gives benefits to the Government due to this association gives a global platform that leads the worldwide football league such as the World Cup, and football tournaments. Sponsorship plays an important role to conduct this tournament systematically.
In this context, sponsorship and football association both served well because it helps to capture the market. Customers are attracted through their advertisements and nowadays football is going to trend for the future generation. There are not only future generations since it led from the very beginning of the football game.
The public has always wanted entertainment and football has taken success to hold this position and the mind of the public. This association was trying to maintain its position in global platform aspects in multinational companies. An MNC company is not a combination of individuals; it created through the association group through a board meeting. FIFA conducts some supportable issues that mitigated through the association team such as a convenient stadium with enthusiasm, a transportation system, and trying to make
supportable management system practices. It helps to create a position from the beginning to give a manageable system that helps to fulfill the needs of the young generation. However, it not based on the environmental system; therefore, it includes the social factor and the economic factor.
Part 2: Evaluation of digital marketing
2.1 Segmentation and Targeting
According to the previous record in 2018, FIFA has produced a profit of more than $4.6 billion. A global organization or an MNC company is not a combination of only the environmental system though it defines all sectors of the country such as economic, and social (Boland, 2020). Every organization has a target that ensures its goal in a global position. Some objectives help to flow the company and attract the public towards their foundation. Segmentation is trying to fulfill the plan that created through the management system of FIFA.
They try to compromise some expenditure to get a huge fan following that uplifts the company into an excellent position. The World cup is a big segment that organized through FIFA with the help of other country football is association teams. There some strategies to fulfill the market demand that needed to maintain this part. The plans are social networking, expanding the advertisement, and internet marketing that held the market.
Figure 1: Accident ratio in football
(Source: Smith, 2019)
FIFA generated a particular method that is to conduct the tournament, schedule the other football league, broadcast internationally; selling tickets online (Abdulkhaliq and Mohammadali, 2019). Therefore the world cup is organized after four years, which creates excitement and eagerness to enjoy the game. The entire association focused on decorating the stadium with great energy and managing the gathering situation in a very proper way.
The football association is in attendance through online access and television broadcasting. There are huge numbers of team members associated with the football foundation section (Al-Abdullat and Dababneh, 2018). FIFA conducts the promotion with the help of a large mass scale that ensures a huge budget rate. However, FIFA represents the foundation globally like other MNC of the UK like COCA-COLA, SONY, and ADIDAS. The World Cup promoted online through some slogans that created huge excitement in the people.
The price of a ticket is approx $100 to $400 according to their seat arrangements. The packages that include food, travel and stay then considered $200 to $500. This Football association got some money from the sponsors that flew the management sequentially (Elrehail et al. 2019). It is responsible for all professional football tournaments conducted through this company. According to the records of football, in the year 1930, the first World Cup organized through FIFA. 200 countries were members of the FIFA association team. This company expanded the game all over the world, most probably in Asia and Africa.
It provided a large scale of broadcasting that led the company to a global platform. It might assume that the company is running successfully since the year science 1930 (Judge et al. 2020). The management team of this company might strongly build and tries is to launch a better platform to sever well the foundation. Because there is a lot of competition in the market that is why the football foundation should maintain its management strategy and conveniently lead the company.
2.2 Positioning and Branding
FIFA serves a brand value that maintains the position of this company’s reputation globally. There are huge brand values of the FIFA world cup from 2012 to 2017, take an example from the year 2017 and the brand value of this year is 229 USA dollars. The football management system has maintained some strategy that provides a supportable combination such as a structural model of the management system, invented, compared, and taken to preserve the management strategies (Jung and Suh, 2019).
FIFA foundation established based on Switzerland’s constitutions that join forces with additional members of the association. In this section of sports FIFA is the first association to launch a 3D game in the stadium that creates a different virtual section that has great glory. Therefore, the company is running in first ranking order and it helps to prevent the brand value of this company.
Figure 2: Revenue from the World Cup
(Source: Pandey and Pandey, 2021)
All MNC companies follow some rules that place, promotion, product, and price, this helps to succeed in their global platform. That is why business strategy always updated in a certain period and FIFA keeps its strategy confidential and spreads the brand in global aspects. Therefore, FIFA has the right to choose which country will host the next World Cup and may vote through the football association members (Nguyen, 2020). According to the management system, this company helps to expand its strategies online.
It is the most wanted show that held and is waiting for the upcoming tournament. All over the world people came to watch this show to enjoy it and it is helpful for the tourism section of the host country. From the previous report, some bad impacts corrupted the football foundation, but after some years the allegations erased and gave the foundation atop a stable company in a world-class position.
Football is the empowerment in the young generation because it creates excitement. FIFA is helping to expand the business strategy in India and China that is why the two countries focused on building new academies and foundations inspired by their marketing plan. There is a large-scale ratio of this foundation that handled by the entire associate board members. Every year there is a huge amount of money earned through the football association team and the Government serves well for this international income (Putri, 2018).
Some welfare societies lead through the FIFA association such as UNICEF, Child Protection rights, UN project to fight against Racism. Those committees got help from the FIFA association and tried to make the country free from all poverty. The sponsors of the FIFA world cup such as Qatar Energy, BYJU’S, and Crypto.com.
There are some competitions which are mentioned as “The DFB”, “Union of Football ass”, “Fina’s”, “ Florida” youth soccer association,” National soccer hall” and the other is “Olympic committee”. After discussing all of the sections of FIFA, it decided that this team should try to improve the sports committee and prime it in the global state.
Therefore it helps to invoke the topography of the country. FIFA maintains some strategy that maintains ethical issues, and disciplines that help improve the complete scenario of the football association. However, FIFA hosts football tournaments every year to entertain the public of the UK. Those games helped to generate good revenue to maintain the all sights of FIFA.
20 countries are part of this football association team and they all helped to make decisions on how the association managed (Ramli, 2019). Headquarter of FIFA is associated in Switzerland and that is why it is considered the additional foundation of this football association team.
The FIFA council formed an institution that helps to provide new players to the football team. The council is a compromise to help the people who are interested in football they can easily get training from this institute.
CSR is a strategy to promote FIFA globally and helps to maintain the business strategy of a football foundation. It helps to hold the program in the UK to promote the football tournament. For some of the students who have a great interest in football, the Governments helped to give them proper training (Tripathi and Jha, 2018).
Intuition and academy are helped to give lessons to the students and try to make sure that they can take the responsibilities. The FIFA association team established in the year of 1886 to ensure the game stays in a global position. After creating this team, the board maintains some laws and regulations that keep the federation football team secure.
2.3 Communication skill
Communication skills needed for the huge advertisement of the sports community because it helps to hold their position on the global platform. Communication is the medium of every business management system because it helps communicate with other people or the other country’s football foundation team.
It is key to every management process due to its flexibility, giving a comfortable and secure environment. Communication Flexibility is needed everywhere mainly in the global section because it is the only way to express one feeling to the other. Therefore when the world cup started there are lots of tourists came to the hosted country and if they are not communicating properly it leads to a risk of misunderstanding.
Figure 3: Communication skill of FIFA
(Source: Cull, 2019)
CSR controls this marketing strategy and it helps to provide proper information about the World cup or other football tournaments. The entire team tries to influence the people and raise the sounds for the upcoming match. FIFA is the largest football association all over the world and it helps to maintain its reputation globally (Elrehail et al. 2019).
Digital presentation is the medium of every business firm because it helps to attract people and it is easily understandable to the public. Therefore FIFA has launched some new 3d graphical presentations that give a huge impact on people’s minds. Communication is the fastest way to expand business strategy and promote the gaming industry online and it is accessible throughout the whole world. However, it helps to maintain physical fitness and it is reliable for mental problems.
Football is the part of entertainment where one can enjoy the whole day with great enthusiasm. These kinds of outdoor games help to recreate the emotion of the people and in this way, one can easily hold their patience in a stable state. Many welfare committees belong to the FIFA association and they provide food, accommodations, and transportation.
During the Covid 19 Pandemic situation there was a huge crisis in every business management process. Therefore gaming industries are getting destroyed because no one wants to go outdoors. The distance maintaining rules made the whole stadium vacant and no one dared to come to watch the football tournament. At this time there are lots of crises occurring and the football foundation team is running at loss. People did not buy tickets from the stadium and it closed for a long time.
FIFA is an international sector or an MNC organization in the football sector of sports and its headquarter is in Zurich, Switzerland. The organization spreads its action in every authorized football event and controls the various football events in the various countries.
The highlighted events of FIFA are the FIFA world cup, Premier League, Urfa champions’ league, AFC, and Olympics events of football (Cull, 2019). Therefore, the industry needs a good communication process to develop the organization and so the organization prefers digital marketing as a medium of communication. Communication skills in every sector need some basic phenomenon to perform in the big stages.
Flexibility may prefer as a communication skill in the digital medium. The skills defined as a mode that may adjust in any type of communication style and may present as suitable for the conversation (Kunz, 2018). The scope of this medium can diverse through a large area to join all sectors in the organisation of FIFA.
Learning opportunities can mark a communication factor in the business sector. Every business sector communicates in various ways to develop and spread the business. Therefore, FIFA does the same thing for the business in digital marketing (Kohe and Collison, 2019). Some practice in an advertisement may count as a communication medium and therefore, the practice needs to present some learning options to the visitor, so that the overall motto of FIFA can meet in the future.
Story-based communication skills are another type of business skill as the interest factor may come in this place. Some advertisements appear to meet this strategy in front of the visitors to grow the brand value of the business.
A few years ago, digital media projects an advertisement for FIFA and Pepsi and Lionel Messi was the icon to represent the advertisement by giving some skills of football (Bayle and Clastres, 2018). Therefore, this might attract the people and the business revenue might grow due to this. The factor of the development also came from the iconic figure of Messi.
Curiosity may come as a great factor in the communication medium in the business. The nature of these skills in digital marketing is to produce encouragement among the audience and grow the sales of the business by developing the brand value of the organisation (Winand et al. 2019). These skills use frequently in FIFA to grow the fan base and maintain the existing fan base.
Content marketing also marks digital communication in the MNC. The skills aim to produce content about the upcoming events and use some graphical presentation of the content to attract the people more (Ireland et al. 2021). FIFA also uses content skills to create their event description to make a craze in the market and earn great revenue by growing the brand value.
Data presentation
Figure 4: Data presentation of goals scored at each Fifa world cup
(Source: Van Breukele, 2018)
This is a skill in a communication medium as it gives a clear presentation of some statistics about the advertisement or conversation. FIFA publishes some record lists to give a competition scenario to the public and the players (Kerver, 2021). Every year FIFA produces the best players in individual departments and publishes them on social media and this helps to grow the fan base of the organisation and the players.
Part 3: Ethical issues and CSR
Ethical issues are a part of every organisation in the entire world. Ethics helps the business sector to grow socially. FIFA also counts various ethical factors and aware the world about ethics.
Professional ethics
Professional ethics count as an important parameter to develop a business sector. These ethics follow several factors inside it such as some legal issues, trust issues, behavior issues, and growth issues. Legal issues measure all the activities of the organisation to complete its process and whenever it faces ruled out, the restriction may occur in the place of growth (Moyo et al. 2020). Trust issue comes as a faith of dependence between various sectors. The business can grow with trust in every branching sector and can make relations between the sectors.
Figure 5: Current practices of CSR
(Source: Constandt and Willem, 2021)
FIFA is a large sector and therefore, several control departments are present in the entire world and so the trust issue makes a great impact on the organisation (Aksamentov, 2019). Behavior issue covers the communication system in the business. There must present a good behavioral system in the business to control the business in a well-developed manner.
This factor helps FIFA to continue the hierarchy process inside the business and helps to maintain a good communication system with their fan base (Henson, 2018). Growth issue is also a factor of the organisations it gives a clear idea about the knowledge, helps the audience and the business to grow their knowledge, and helps them both to implement in individual positions.
Personal ethics
Every organisation must follow the rule of personal ethics to grow the business module. This ethics also follows several ethical factors. Some personal measurement in terms of loyalty, and honesty makes a great mark in the business segments. Empathy makes an impact on the business by communicating in different segments.
The factor follows some strategy to appreciate the visitors and guide them to gain some knowledge. Therefore, this may present a significant presence of a module (Crane et al. 2019). The digital platform helps the technology to represent it and prepare it to give attraction to the people and therefore, the skills gain attention to the audience and make a development in the business sector.
Figure 6: Impact of CSR
(Source: Dowling et al. 2018)
The nature of the people, as well as the employee, should follow the factor of loyalty, and honesty and should give respect to the organisation as well as to the fan base. Therefore, FIFA always advertises “Respect” in its brand advertisements and supports UNICEF throughout the world (Mataruna-Dos-Santos et al. 2019).
This shows the ethics of FIFA in terms of humanity. Moreover, FIFA considers supporting religious ethics in the business segment as it advertises “No To Racism” in all events to support the United Nations to fight against racism (Crowther and Seifi, 2018). This support is also present in the entire world as well as in the UK.
Corruption also counts as a necessary factor in FIFA in the entire world and the UK. The reputation of every event may affect if there are any type of reputation issues. The fan base demotivates due to this factor and may discourage them from watching any event of FIFA (Constandt and Willem, 2021).
Therefore, FIFA engages in hard security to restrict this type of illegal activities in any event and if found then include a heavy punishment against the corruption in the entire world as well as in the UK because the craze of football in Europe is something special as compared to the others (Dowling et al. 2018). The European country has an extra emotion, and extra attachment to football, and therefore, the organisation took so many steps to maintain the ethics of football and to keep the encouragement of football in the UK.
The CSR program in FIFA has a great impact on its business reputation and goals. Therefore, FIFA attached several programs to maintain the development of the organisation and to grow the brand value of the organisation.
Getting involved in volunteer activities is a type of activity in a social program that includes support from some other charity within the organisation. The activities involve some engagement processes of volunteers to the organisation to support others (Chatzigianni, 2018). Therefore, some recruitment may cover these activities and as a result, it supports economically to some communities in the entire world.
Engaging in charity work counts as a great event in CSR due to its activity in the world because it helps several people in the world. FIFA also mentions support for several welfare organizations such as child protection welfare, workers welfare organisation, UNICEF, and Fight against Racism throughout the world (Meckbach et al. 2022). Therefore, the child and the people get support from the organisation, and the business gains its brand value with the help of its fan base.
Investing in social welfare is an important part of the business segment. FIFA includes several social welfare charities in the world to support several people. This work may include some education support, safety protocols, human rights, economic support, health support, and child and women support in the UK as well as in the entire world.
Therefore, the encouragement and support of the people for FIFA grows and both the people and the organisation get help from these campaigns. These campaigns show humanity and loyalty to the entire world, grow the brand values of FIFA and develop the organisation every year.
Figure 7: Revenue of FIFA
(Source: Fifa.com, 2022)
Moreover, FIFA also presents some video gaming options to the fans and promotes several events about the games. FIFA earns over 4.6 billion US dollars in 2018 (Fifa.com, 2022). This may help to grow the financial condition of the business and can develop its fan base of the business. A digital advertisement may count as a factor to grow the business markets. This advertisement provides a clear image of the business modules and describes the modules with the help of some animation of the events.
FIFA follows this type of advertisement to increase brand promotion. This advertisement may conduct with the help of some sponsors. FIFA named several sponsors such as Qatar Energy, Byju’s, and Crypto.com to the upcoming FIFA world cup in Qatar (Woods and Stokes, 2019). The advertisement aims to grow the fan base of the event and to develop the encouragement of the people in the UK as well as in the world.
“Search engine optimization (SEO)” is a medium of communication in digital marketing. This helps the public to get updates about the news and to analyze the upcoming scenario of the organisation (Córdova Paredes et al. 2019). Social media may count as a skill in this medium that correlates the organisation with the public, as there are so many voting options on the digital platform. FIFA also considers several events on social media and notices the feedback of the fans to analyze the issue and rectify the problem to grow the organisation.
Part 4: Conclusion
The study concludes with the organisational activities towards the society and their impact on the organisation. These practices involve some ethical factors, loyal factors, and moral factors. The study includes those mentioned factors throughout the study and mentions some data regarding this.
The study also includes some CSR activities in the business segments and notices this effect in the business. Some factors regarding CSR take place in the business and affect the growth of the business. FIFA is a popular organisation in the world and follows some ethics and CSR programs to cover the business market and to help some communities in the UK as well as in the world. The study emphasizes these activities as ethical and moral activities of the organisation.
The study also includes some technical factors in the digital marketing of MNC in the entire world. The research includes some factors in the digital medium and some effects regarding those activities in the organisation. This medium helps FIFA to promote the brand values of the business and to make a large fan base to earn great revenue. The digital platform suitably covers the organisation’s purpose and creates ease. This platform gives some attraction to every generation to engage with the FIFA events.
In addition to that it can also be evaluated that the study aims to suggest to the business sector in the entire world the advantages of the business model on digital platforms and wants to share some ethical and moral factors that should follow the business sector to grow the business market with the support of a large fan base. This study also includes CSR activities to capture the attention of loyalty and morale in social conditions to get good support from a large community. The study wants to help the organisation to grow the business in the entire world. The entire details regarding FIFA has identified throughout this study.
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Website
Fifa.com, 2022. FIFA Available at: https://www.fifa.com/ [Accessed on: 06/05/2022]
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