East Asia Sport Management

Institute

-Business Plan

Course: Master in sport marketing and sponsorship

Date: November 5, 2014

Name: Youngsub Chun

1.Executive summary…………………………………………….…………………………………3

2.Back Ground……………………………………………………………………………………4 -5

3. Business………………………………………………………………………………………………6

4. Business Model…………………………………..……………………………………………….7

5. Target Market Analysis………………………………………………………………………...8

6. Competitive Analysis ……………………………………………………………………..…….9

7. Competitive Advantage……………………………………………………………….......….10

8. Organization………………………………………………………………………………………..11

9. Marketing Plan……………………………………………………………............................12

10. Social Network Strategy……………………………………………………………............13

11. Financial Plan…………………………………………………………………………………...14

12. Operations Plan………………………………………………………………………………...15

13. Conclusions……………………………………………………………………………………….16

Contents

2

East Asia Sport Management Institute (EASMI) will provide top-quality professional

sport education program and competitive consulting service.

Sport customers of East Asia have asked for professional experts who have high

quality and advanced knowledge in sport industry, and then EASMI can service

premier education program that cooperating with worldwide sport education

organizations

The objectives for EASMI is to set up East Asia Sport Management Institute based

on ‘Cooperative Association law’ and contract with 4 country (Korea, China, Japan,

Taiwan) representatives of East Asia in 2015.

EASMI will provide its professional development services in the most effective

manner and with an ongoing comprehensive quality-control program to provide

100% customer satisfaction.

EASMI wishes to create close and mutually-beneficial long-term relationship

between partners and customers. This will help to provide greater long-term

profits through referrals and repeat business.

Executive summary

3

4

Back Ground Arnold Toynbee looked as if the movement of civilizations may be cyclic and recurrent through human history; Continental civilization, Sea civilization, Peninsula civilization Peter F. Drucker: “for industrial country, it took 200 years in UK, 100 years in USA, 50 years in German & Japan, and South Korea 30 years. China will become number two economic giant in 2005.”

The East Asian cultural sphere shares a Confucian ethical philosophy, Buddhism,

political and legal structures, art, and historically a common writing system. The core

regions of the East Asian cultural sphere are China, Korea, Taiwan, and Japan.

The economy of East Asia is one of the most successful regional economies of the world.

It is home of some of the world largest and most prosperous economies: China, Japan,

Hong Kong, Singapore, Taiwan and South Korea.

5

With efficient economic growth, globalized sports business of Confucian sports network

can be the largest sport league and market in East Asia.

China’s sports industry will be worth 2 trillion yuan ($320 billion) by 2020.

Economists predict that China and around Chinese regions will develop sustainable

economic growth more than 50 years from now.

▶Already Asia market is the No.1 (37%) in world luxury consumer market.

China in 2012 became No.1 customer, Japan was No 2, and South Korea was No. 5.

* 90% of South Korean use Smartphone(40/50Million).

▶Next rising marketing for East Asia will be sports and entertainment as capitalized

consuming pattern of Western country.

In 21century, Asia’s sports-market is increasingly globalized and regionalized specially by global

sports in the processes of reconstituting national imaginaries among local populations as they undergo the larger experience of globalization.

East Asia is the emerging sport market out of the world sport industry and professional leagues

are take-off in business life cycle in Korea, Japan, China and Taiwan.

<EASMI Vision>

- Best sport education and consulting institute

- Football Academy for children & Youth

<EASMI Mission>

- Sport experts and leaders

- ‘Joy of sports’ and “wisdom of education’

- East Asia Peace through sports

<EASMI Values>

▶Coordination, Communication, Compassion

Business

EASMI

Vision

Mission

Value

6

The global sports market is growing faster than the global economy, and then in 2015

sport market size expects about $ 145 billion.

Asian market in the sport industry is huge, and new business and education organization

have a chance to be a part of it. Asia Pacific market has about 19% of global revenues of

the world sport market in 2012.

East Asia education customers want experienced professional experts, practical knowledge

for sport business, and leaders in relevant sport industry

Business Model

7

8

Target Market analysis

Category in 2017 Korea China Japan Taiwan others

Total

Sports players 500 3,000 1,000 300 100

4,900

Sport business

customers 1,000 5,000 1,500 500 300

8,300

Master students 500 2,000 500 200 100 3,300

Total 2,000 10,000 3,000 1,000 500

16,500

Target customer 25 40 20 10 5 100

By UNESCO, mobility student report (2012), the largest numbers of internationally

mobile students are North America and Western Europe (58%), East Asia and the Pacific

(21%), and Central and Eastern Europe (9%). The top source countries of international

students are China, India and Korea.

In 2014, the data showed the largest number was China (694,000), next was India (189,000),

and the third was South Korean (123,000, USA, China/25% over master/doctoral).

Category

EAST Asia

Europe

North

America

Online

master

program

Brand & reputation

National history

Low tuition

Local network

Worldwide

brand

Excellent case

High faculty

Top 10 sport MBA.

High experts

Online master

course for sport

Business

(Top 20)

Competitive

advantage

Location

Job opportunity

Local language

Academic &

applicable

program

Professional

sport industry & case

study program

Digital network

Convenient program

Institution

Asia-Pacific

Sport master

course in

university

Liverpool

Manchester

FIFA Master

IE Business

Amherst

Texas Austin

Oregon MBA

Michigan

JCI

SWISS

Texas A&M

Drexel

Competitor Analysis

9

In the competitive area, EASMI is considering implementing “Blue Ocean Strategy” by

providing services which are not readily available in this market space.

But there are already existing competitors providing their services in closely related

markets both local and global.

Competitive advantage

10

●EASMI master program will be operated

2 + 2 semesters; academic and practical course

- The first (spring) & third (autumn) semester:

each 3 month attending class for intensive

academic program

- The second (summer) and forth (winter)

semester: each 3 month online interactive

education and case study program in each

country

●EASMI master program selects limited

100 students every year

- Management program: 50 students from

4 countries

- Marketing & sponsorship program:

50 students from 4 countries

STRENGTHS

- Professional master program for experts and leaders

- English

education system

WEAKNESSES

- Start up institute to brand & place

- Financial risk & decision making system

OPPORTUNITIES

-New partnerships with other global institutions

-Partnerships with East Asia sports association and business organization

TREATHS

- Strong competitors in & out

- National regulatory framework for

accreditation of certification

Organization

11

Management and HR policies

EASMI management philosophy depends on high sport spirit and passionate

implementation as follows; - To share a philosophy that guides the management in one direction

- To establish the management model that works in cooperation with others

in enthusiasm.

- Excellent management derived from great mission and strategy

- To set up the standard of recruiting human resources

Communication

Compassion Coordination

Passion

Vision

Mission

• Advanced and qualified program to satisfy consumers’ wants and needs

Program/Service

• Price policy for customers including all cost around education

Pricing

• Convenient and accessible way to customers. Place/Distribution

• Diverse digital marketing strategy for promotion& PR.

Promotion

• Professional experts for teaching and training

People

• Efficient and globalized administrative system for international customers

Process

• EASMI will join to Jeju Global Education City of Jeju Island

Physical Facilities

12

Marketing Plan

Marketing MIX: designed specifically for education institutions

Social Network Strategy

13

▶EASMI through social media network gives the opportunity to collaborate with

stakeholders.

▶EASMI through social media network can involve in communication channel of

the organization.

▶EASMI through social media network can promote sport events and consulting

on related sport business.

<Social Marketing Mix 5C>

• Homepage, Blog, YouTube, Twitter, Face book , Google +, Pinterest, Instagram Social Channel

• Video, Potcast, Animation, Picture, Document, PDF, PPT, Social Contents

• Digital marekting policry, Interactive communication, Feedback system to customer. Social Communication

• Relationship action, Social connection grop, Collaboration work, Socail media event Social Confidence

• Social responsibility, Patronage campaingn. Philanthropic event, Online talent donation(internet schooling) Social contribution

Financial plan

14

The financial plan is based on conservative estimates and assumptions. EASMI

will need initial investment to make the financials work, but the initiative founder

is prepared to contribute that start-up funding.

Sales Forecast US($)

2015 2016 2017

Revenue

Sales by master program 0 0 1,500,000

Sales by consulting 0 20,000 60,000

Sales by sports product 0 50,000 100,000

Total Sales 0 70,000 1,660,000

Dispense

Direct Cost of master program 0 0 1,050,000

Faculty/staff salary 10,000 30,000 200,000

Operation cost 20,000 60,000 100,000

IT system 0 100,000

Material/Royalties 0 20,000 75,000

Marketing 1,000 5,000 10,000

Tax and others 2,000 2,500 30,000

Total dispense 33,000 217,500 1,465,000

Profit 33,000 147,500 195,000

15

Operations Plan

• EASMI initiative

• National partner

• Jeju english town agreement

• 4 national partners' agreement for International Sport Center

Master plan for set up EASMI

2015

• 4 East Asia partners

• Crowd-Funding from members

• Global partners(JCI/FIFA)

• EASMI: Structure - Cooperative association

MOU with potential partners

2016

• Academic process

• Summer and winter research and consulting program

• Marketing and event execution

• BP competition for graduation

Master course

2017

The pro-former institute will be operated with maximum 1-2 starting members on

digital office.

Main administration role will co-operated with nation partner that supported by

university administration department.

In next future, structure of EASMI will consist of horizontal management teams

empowered individual member for work.

Sports business is unquestionably one of Asia’s hottest emerging sectors in the future, and with huge numbers by East Asia side, it may even beat North American and European markets.

In historic transformation era, new sport program for sport customer in East Asia can produce profitable features and benefits.

EASMI for career-oriented can provides a solid foundation in leadership, management, and marketing. This experience can be used to continue education in master programs in sport management, sport psychology, or other related fields.

As EASMI grows up viable business model and gets competitive advantage in 5 years, EASMI can expand these cooperation association members to other East Asia country and Pacific region (Australia, New Zealand).

16

Conclusions