28 Mar Describe the current state of your sport organization. Consider any recent events involving your organization that have led to increased popularity
My topic is bringing MLB to Germany 12-15 pages APA with several references I have included the forformatmate each section (final draft) needs to be bolded and I have included a sample paper
Specifically, the following critical elements must be addressed: I. Overview In this section of the assessment, you will provide an overview of your chosen sport organization, its current state, and the goal it hopes to achieve. A. Communicate the mission statement for your sport organization and describe how entering the international market aligns with that statement. B. Describe the current state of your sport organization. Consider any recent events involving your organization that have led to increased popularity, events that have led to public criticism, or financial change the organization is experiencing, whether positive or negative. C. Describe what the overall goal of this global sport business plan will be and which target nation’s market your sport organization is looking to enter. D. Briefly discuss some specific business data that can be used to inform the decision of the sport organization’s expansion into an international market. E. Provide a high-level description of potential sales and revenue growth opportunity that your target nation provides. F. Determine potential costs associated with bringing this sport organization into the international market. For example, where would your organization’s headquarters be located within the target nation? Where will games be played?
II. Sport Organization Analysis In this part of the assessment, you will examine your sport organization by conducting a SWOT analysis and reviewing the results, which will then inform future decisions and strategies for moving to new markets. A. Conduct a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats of your organization. B. Based on your SWOT analysis, describe the readiness of the organization to enter the market of your target nation.
III. Target Nation Analysis Each nation has its own unique characteristics that must be considered before conducting business within it. In this part of the assessment, you will analyze your target nation in order to best inform your approach to expanding your sport organization. A. Analyze the current status of your target nation’s economy. How can this impact the success of your organization within that market? B. Analyze the presence of the sport industry within your target nation, justify how your organization will fit within this industry. C. Analyze political and policy challenges and benefits presented by your target nation to organizations joining its sport market.
IV. Target Market Factors In this part of the assessment, you will use the information you have established regarding your target nation to analyze the target market within that nation. Markets within different countries will have their own unique rules and regulations that must be considered when looking to expand. A. Analyze the internal and external market factors of the nation your sport organization is looking to join. Consider what factors impact the target nation’s market from within, but also outside elements. B. Determine specific political factors that could impact the success of your organization’s expansion into an international market and explain possible approaches to addressing these factors. C. Determine specific cultural factors that must be considered for your organization to be successful in the target market and explain possible approaches to addressing these factors.
D. Predict communication challenges that your organization could face when moving to the target market and describe ways that these challenges can be managed. E. Describe what your organization can offer to the chosen market that it is currently missing or lacking. F. Determine direct and indirect competitors to your organization within your target market, explaining the relationship and why they are competitors. G. Determine the demographics within your target nation that your organization will pursue and justify your response. H. Identify ways that competitors use media to promote their organizations, and explain why these ways are effective with the chosen demographic. I. Establish how your sport organization differs from competitors already existing in this market. Support your response with examples. J. Analyze the pricing associated with attending sporting events within this market. Support your analysis with specific examples.
V. Implementation Recommendations Based on the information gathered throughout your analyses, you will develop implementation recommendations for moving your sport organization to an international market. A. Develop recommendations that address cultural communication challenges that must be considered when entering the market of your target nation. B. Describe the role media will play in promoting the organization’s expansion into an international market and support your response with examples. Consider communicating the role media plays in a successful expansion to a new market. C. Recommend media platforms that should be used to promote this expansion and explain why each will be effective. Consider the characteristics of your chosen demographic. D. Recommend goals for gaining market presence and support your recommendations with a potential timeline. E. Describe a potential profitability timeline for your organization within the target nation’s market. F. Recommend evaluation strategies for determining the success of the organization’s expansion
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1 Running head: 9-1 Final Project Submission: Global Sport Business Plan
9-1 Final Project Submission: Global Sport Business Plan
NBA Expansion to Japan
William Tanda
Southern New Hampshire University
Dr. Cattani
2 Running head: 9-1 Final Project Submission: Global Sport Business Plan
Overview of Two Sport Organizations
Instead of having a mission statement the NBA has what they call “Our Calling and
Values” which is Integrity: We conduct ourselves in accordance with the highest standards of
honesty, ethics and fair dealing. Teamwork: We work hard, communicate clearly and collaborate
without regard to departmental lines or individual goals, and we have fun while doing it.
Respect: We value individuality and diversity and are courteous to each other, to our fans and our
business partners. We will do our utmost to ensure that everyone feels welcome at our games, our
events and our workplace. Innovation: We encourage creative thinking. We are progressive and
embrace the opportunity to try new things – and we are not afraid to fail. When it comes to
international business there isn’t another sport organization that does a better job of this than the
NBA. The NBA doesn’t just force themselves into different countries. They go to these countries
and hold camps and do charity work and ingratiate themselves with the people of that country and
when NBA teams play pre-season and regular season games there many people show up. Another
factor is the number of foreign players in the NBA and the countries that these players are from
want to see one of their own make it big in North America so generally they have an audience in
other countries already. The NBA continues to thrive internationally with the game becoming even
bigger as more players from overseas continue to make it into the NBA (i.e. The Greek Freak, Joel
Embiid, Ben Simmons). With the Olympics coming up in 2020 the rest of the world will be
anxious to watch the player from their countries compete against the players from America. The
overall goal of the NBAs global sports business plan is to further expand their brand across the
world and go into even more countries and try and attract more people to their sport.
3 Running head: 9-1 Final Project Submission: Global Sport Business Plan
My chosen organization is the NBA, more specifically I will be focusing on expanding
this organization in Japan. When it comes to international business there isn’t another sport
organization that does a better job of this than the NBA. The NBA doesn’t just force themselves
into different countries. They go to these countries and hold camps and do charity work and
ingratiate themselves with the people of that country and when NBA teams play pre-season and
regular season games there many people show up.
Another factor is the number of foreign players in the NBA and the countries that these
players are from want to see one of their own make it big in North America so generally they have
an audience in other countries already. The NBA continues to thrive internationally with the game
becoming even bigger as more players from overseas continue to make it into the NBA (i.e. The
Greek Freak, Joel Embiid, Ben Simmons).
Some of the business data that can be used to inform the decision of the NBA’s expansion
into Japan is that there is already a presence there. As stated earlier with the NBA having such a
large presence internationally, by default there will be many benefits to expanding. From the
sales of merchandise, people following the different teams and players through social media.
Whenever the NBA plays preseason and regular season games it sells out so you have the profits
from ticket sales and broadcasting rights. Even though Japan has its own basketball league (B.
League) it does not have the large following like the NBA does. The fact that the people of
Japan support the NBA more than their own league shows just how much the NBA would benefit
from expanding there. A growth opportunity for the NBA in Japan could be having events that
are exclusive to Japan and incorporates Japanese culture into these events so that they do not
accidently offend the culture there, which is something that is very important in countries such as
Japan. By doing this people there are more likely to participate in these events and are more
4 Running head: 9-1 Final Project Submission: Global Sport Business Plan
likely to go out of their way to purchase NBA merchandise for simply respecting their culture.
In addition, another idea for growth would be to create Japan exclusive merchandise with
designs that resemble Japanese culture. Incorporating Japanese culture into any events or
anything the NBA decides to do would very beneficial because of the importance of it in this
country.
The headquarters of the NBA would be located in Tokyo since that’s where the majority
of businesses in Japan are located and it is the largest city in Japan. Creating the headquarters
from scratch would be the best approach because this would allow the NBA to make sure they
have everything they need to be successful in this thriving city. The games would be played in
the current arena in Tokyo, Arena Tachikawa Tachihi, which is currently the home of one of the
Alvark Tokyo who play in Japans B. League. The NBA team would play here for the first couple
of years while they begin construction on their own arena.
Sport Organization Analysis:
SWOT Analysis:
Strengths:
History- our organization already has a presence in the international market across the
world.
Relationship- the people of Japan currently follow out players on social media and
merchandise specific athletes’ merchandise and the merchandise of the NBA teams.
Knowledge-the people of Japan have knowledge of the NBA, its players, and the sport of
basketball itself. In addition, they also have their own basketball league.
Weakness:
5 Running head: 9-1 Final Project Submission: Global Sport Business Plan
Travel-NBA teams will have to spend a lot of time traveling to Japan for preseason
and/or regular season games.
Price of admission- the price to attend B. League games are cheaper than the price of
NBA games which may cause people not always purchase tickets to our games.
Opportunities:
Growth- this will allow the NBA to generate even more profit and they will be able to
monitor business in Japan better.
Endorsements- other companies will see the success we are having and they will want
to be a part of it by offering us an endorsement to advertise for them and in return
they will be able to expand their brand and we will be able to further our revenue.
Threats:
Clearance- we must get approved by the Japanese government in order to conduct
business in their country.
Location- it is important that we pick the correct location in Japan to set up business
otherwise we risk having an unsuccessful business.
League- with there already being a basketball league in Japan (B. League) it will provide
us with a competitor and challenging our revenue potential.
With there being more opportunities and strengths than weaknesses and threats the NBA is
ready to expand into Japan. The NBA already having a presence in Japan without having any
businesses out there shows that they will be ahead of a lot of other businesses in that they
will not have to waste time by try to sell their product. Their sales are already doing well in
Japan and by expanding their organization there it will help further the revenue and make
their organization bigger than it already is.
6 Running head: 9-1 Final Project Submission: Global Sport Business Plan
Target Nation Analysis:
Based on the current economy of Japan, the NBA would have no issue with expanding to
this country. Japan is the second biggest and most successful economy after the United
States. The United States relies on both China and Japan for production of many products
for the companies in this country. If the economy in Japan were to suffer it would cause the
United States to suffer as well since they are so reliant on the production of products that are
done in that country. The chances of the NBA being successful is high because in Tokyo
where they will have their headquarters there are so many businesses in this city that belong
both to Japan and the United States.
The NBA would fit perfectly in this industry due to there already being a sports culture in
Japan and the people of Japan already have an interest in the NBA. The fact there is already
an interest shows that there is no risk of expanding there not working out. When considering
expanding into another country it is important to know if the people there will have an
interest in your organization. That doubt that the NBA would have does not exist because all
they have to do is look at their sales in Japan and they will see that there is already a market
there for them. In addition, with their being a Japanese basketball league (B. League) shows
that there is also an interest in the sport of basketball as well.
Political challenges the NBA would face would be having to get approved by the
Japanese government to conduct business in their country. In addition, the NBA would also
have to deal with the tax increase which Japan is expecting this year according to The Japan
Times. Benefits of the policy as it relates to sport in Japan is the celebration of Sports Day,
which is national holiday celebrated on the second Monday of October. Having a day that
7 Running head: 9-1 Final Project Submission: Global Sport Business Plan
celebrates the participation in sports is huge for the NBA expanding there and is interesting
because there is not a day like that in the United States.
Target Market Factors
A. Internal and External Factors:
When analyzing internal and external factors that the NBA would have to deal with the
issues of price of admission, travel, social, and legal factors would impact the nations market
from within. The price of admission would have an affect because the NBA would need to lower
their ticket prices so that it is closer to the prices that people in Japan are currently paying to see
sport events live. Travel is an issue because flights from The United States to Japan is over 10
hours long. Outside elements would involve politics and having to deal with having to be
approved by the government and if they are open to doing business with the United States.
B. Political Factors:
The NBA would need to get approved by the Japanese government to conduct business in
their country. The issue with this would be they would need to be able to convince the
government why they should allow them to expand to Japan and show them all the financial and
cultural benefits that would result in the expansion of the NBA to Japan. A possible approach to
this would providing very detailed information as to the financial benefits and exactly how much
money the NBA would bring in. Also showing how they would get involved in the Japan culture
and tailor everything they do around Japanese culture so that it doesn’t feel like an American
organization and the people in this country would feel more relatable to things that the NBA
would do.
8 Running head: 9-1 Final Project Submission: Global Sport Business Plan
C. Cultural Factors:
Knowing specific holidays that are celebrated in Japan is important to know as the people
of Japan are very serious about their culture. By the NBA acknowledging this will show the
people of Japan that this organization is trying to figure out how they can adjust to the Japanese
culture instead of making Japan adjust to them. This can be done by the NBA not conducting
business during Japanese holidays regardless of whether or not it is a holiday in The United
States. This would show a lot of respect to the people of not just Japan but the entire world.
D. Communication Challenges:
With the NBA expanding from The United States to Japan an obvious communication
challenge would be the language. Not being able to communicate in the same language with
another person puts the organization at huge disadvantage when it comes to any international
market plans. This also doesn’t help with social media and advertising to their Japanese
audience. A solution to this issue is hiring people who speak both Japanese and English fluently.
This would fix the language barrier and would allow the organization to communication with the
people of Japan and also through social media and other online sites.
E. Chosen Market:
The NBA can offer Japan the opportunity to attract a larger American audience to the
many businesses in Japan. In addition, it can also help provide a way for Japanese organizations
to expand into The United States and possibly other countries that the NBA has a larger
following in. The potential for partnerships between the NBA and the many companies in Tokyo
is another way that both sides can increase their revenue and their brand across the world. All of
these opportunities are possible with having the NBA expanding into another countries market.
9 Running head: 9-1 Final Project Submission: Global Sport Business Plan
What separates them from other organizations is that there are many opportunities for both sides
not just one.
F. Direct and Indirect Competitors:
The Japanese Basketball League would be a direct competitor to the NBA. With both
leagues dealing with the sport of basketball the people of Japan may feel as though if they
already have their own basketball league then what makes the NBA any better? This would
proof to be a tough issue to handle because of the response that they would have to give to those
people. In their response they would need to be careful of what they say in hopes of not
accidently offending Japanese people or their culture, which is something that is sacred to them.
An indirect competitor would be the sport of sumo wrestling. Both basketball and sumo
wrestling are two completely different sports. Sumo is very sacred and cultural to the Japanese
with the sport being around for over hundreds of years. With culture being very important to
Japanese people they may not want to break tradition and go support another sport organization
especially one that is not from the same country. This would be a major roadblock for the NBA
because they would have to figured out how to still attract people to their organization in hopes
that the NBA will be as big in Japan as sumo is.
G. Demographics:
The NBA would mainly focus on the teenage to adult demographic (14 to 50 years old).
With everything being done mostly through social media and the internet it is important to attract
the young teens and adults since most of their time is spent on these pieces of technology. There
really isn’t another way of connecting to this demographic in today’s world. The older adult
demographic is important to have because many teens would need to rely on their parents to take
them to these event that the NBA plans on having and also to purchase merchandise and tickets
10 Running head: 9-1 Final Project Submission: Global Sport Business Plan
to games. At the same time, you would want the adults to do these same things for themselves or
with their friends as something to socialize about and also network with other companies and
individuals.
H. Media:
In Japan, the Japan Sumo Association uses social media, their website, and the newspaper
to promote their organization. This is effective for their demographic because even though Japan
is more advanced when it comes to technology than the United States newspapers are still in high
demand amongst the people in this country. At the same time the use of social media is
important because they must be able to reach the younger demographic because social media is
the best way to connect with the younger generation regardless of what country you are in.
Social media also allows the JSA to reach a larger audience outside of Japan and advertise their
sport to people across the world, which is something that would not be possible if they were to
just rely on the distribution of the newspaper.
I. Sport Organizations:
The NBA differs from the other competitors in that they already have a large following in
many other countries across the world and they are viewed as global brand. Organizations such
as the Japan Sumo Association and the Japanese Basketball League only have a larger following
in Japan with their audience being mostly people in Japan. The potential for the NBA to have a
successful expansion into Japan is greater than if the Sumo Association tried to expand into
America. This would be difficult because there isn’t much interest in the sport of sumo in The
United States. The success of expanding the sport of sumo to other countries is still possible, but
it would require more work than the NBA because of this organization already having a large
following across the world.
11 Running head: 9-1 Final Project Submission: Global Sport Business Plan
J. Pricing:
According to the Japan Sumo Association ticket section of their website the price of
admission to a sumo match is ¥3,800 which when converted to US dollars comes out to $34.70.
To attend a B. League basketball game the cost of admission is ¥ 2,000 which is $18.27. After
analyzing these prices, it shows that ticket prices in Japan are very cheap compared to sport
events in The United States. This is important for the NBA to know because when determining
their ticket prices, they will have to take into consideration that they cannot have their ticket
prices be at the high prices like it is in North America because this may deter people from
attending their events because they may feel that the ticket prices are too high.
Implementation Recommendations
Cultural Communication Challenges:
While the NBA has a large following not just in Northeast Asia but across the world it is
important for them to realize that their mindset can’t be to just force themselves into any foreign
market. They must get an understanding of the culture of that country to really understand the
type of foreign market they will be dealing. The national culture in Northeast Asia takes more of
an uncertainty avoidance approach with a high uncertainty. This means that the people of
Northeast Asia avoid any uncertainty in their culture because they follow they have a set of
ethical and philosophical beliefs that they abide by. The organizational culture in Northeast Asia
is learned through social gatherings. In the United States this would be done in a more business-
like atmosphere. For example, in China during their social business meeting they will include
alcohol and discuss things about their personal life such as family compared to in the United
States that information is usually kept private. In addition it would benefit the NBA if they were
to hire people who speak both Japanese and English fluently so that there isn’t a language barrier
12 Running head: 9-1 Final Project Submission: Global Sport Business Plan
when having to discuss business plans and proposals with other Japanese companies and
organizations as well as the people of this country.
Media:
The role of the media as it pertains to promoting the expansion of the NBA will be to help
advertise the arrival of the NBA in Japan to the people and the companies and organizations
there. The use of the media is instrumental to the success of any organization that wants to
expand to another country. This will also allow the NBA to know the response of the people of
the country and whether or not the announcement of their expansion is positive or negative.
Media Platform:
All social media platform (Facebook, Instagram, Twitter) and Youtube should be used to
help promote the expansion of the NBA to Japan. With the younger demographic as my main
audience the use of these media tools will be benefit the NBA since these are the main social
media platforms that this demographic uses and it how they get their information about
everything going on around them and across the world. Youtube can be used my creating a
channel and uploading little videos advertising NBA in Japan coming soon. Something little that
would keep people intrigued and make them want to wait for the next video to come out and as
the date of the expansion being completed approaches start releasing more information about
what exactly will be happening.
Profitability:
With the NBA already having a large following in Japan and the people ther
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