Abstract

CLAURE GARCIA, Carlos Fernando. Market research for the elaboration of a Sports Marketing Plan for the Club Jorge Wilstermann of the city of Cochabamba. CE [online]. 2017, vol.8, n.21, pp. 51-59. ISSN 2075-8952.

The Marketing Sport's Plan for Jorge Wilstermann's Club was made mainly to improve the income resources of the Club. In that sense, we developed a mixed methodology of approach that allowed important information to be obtained for planning. A diagnosis and market research were made that determined the requirements of the soccer fans at the time they decide to buy an ID that allows people to enter the games, as well as the perceptions, sport preferences and entertainment, that were used to sustain the plan. Due to the information that was obtained, a generic strategy was proposed, differentiation that allows a new type of ID process with a new market segmentation "unique in Bolivia". A strategy of intensive growth, market introduction was also applied in this research that pretends to reach new segments with the same service, but with different characteristics. Finally, different activities were proposed that will help sell more local tickets for the soccer games, improve the relationship with the soccer fans that support Wilstermann and allow new business with their sponsors.

Keywords : Sport's Marketing; Soccer fans; ID process (for the soccer matches); Strategy.