Case Study Toronto Football Club

405 Words2 Pages
After reviewing Toronto FC’s profile and conducting situation analysis by using SWOT analysis the first strength that comes to mind are team’s loyal fans. Even by not winning most of the matches, which is company’s weakness, Torontonians are still faithful to their team. Since Toronto is multicultural city, company set their tactic to serve fans from different backgrounds which would create more opportunities. Cable TV is Toronto FC’s stiffest competition. People can watch over 500 soccer games from all over the word and yet they still manage to keep the stadium full. Toronto FC’s has built a strong brand to establish new team and over-delivered value in all interactions with fans, which makes people to trust the company even more, and remain loyal to the team by buying seasonal tickets and team’s apparel. My perception of Toronto FC’s competitive advantage are royal fans, they still cheer for their team regardless the score and position in rankings. Toronto FC’s target markets are diehard football fans from all over Toronto area, which come from diverse backgrounds. The marketing mix managers of Toronto FC chose to keep existing fans loyal to the franchise are as follows: Products company offers is the soccer team itself, apparel and merchandise with team’s colors and logos sold in stores. Ticket prices were set to be affordable so instead of watching the game on cable TV, fans would come and watch it live at the stadium. In 2006 five key financiers came up with funds to build the BMO Field, with capacity of 20,000, which was completed right before the Toronto FC’s first game. Promotion was key step in company’s success. MLSE ensured that soccer fans were included in creating the brand. Slogan “All for One” was created to attract fans from all parts of the city and different cultures, and backgrounds. Advertising messages and team’s logo was displayed in variety

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