As estratégicas mercadológicas das arenas esportivas no mercado do futebol brasileiro

• Autor(a) principal: Assis, Lucas Santana de
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/29206
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Marketing; Copa do Mundo; Arena; Estádio; Futebol; Torcedor; Marketing; World Cup; Arena; Stadium; Football; Support

This monograph project aims to present the strategies of sports arenas in the Brazilian football market, watching the World Cup’s legacy for clubs in the country and the strategies for increase funds adopted by foreign clubs that tends to be pursued by Brazil. The present study also aims to present the publics which clubs drives its actions and strategies. The arenas were analyzed within the marketing mix, as it should be marketed as products in various forms, should also be used as a mean of communication to show for sponsors and its utilization as a strategic point of sale is right, but the pricing will be according to its utilization and the target audience. Identified four types of public who must be achieved, they are: The soccer fans , the FIFA standard publics, investors and the multi-use public, and much of the actions, at least in Brazil should still revolve around the fan, finely, will be the target of the research that will be part of this study . To collect these data, will be performed a exploratory research with literature review with authors and professionals in this market segment, looking at the prior years data and the national soccer market information as well as international whereas Brazil tends to follow the international model , obtaining inputs needed to support the general and specific goals making the familiar subject to all readers, then with the field research that will be descriptive and qualitative for analyze the strategies adopted by clubs generate effect and are perceived by fans, that in the end are who goes to the stadiums more frequently