Market Audit and Competitive Market Analysis
Executive Summary
Soccer-in-the Street is an influential initiative that was established with the aim of increasing the involvement of the underprivileged individuals in the community through the provision of an array of soccer privileges regardless of religion, gender, race, or socioeconomic status. Introducing this initiative in Niger will ensure the integration of various communities by intertwining diverse efforts from non-profits, government, corporations, the education systems, and community leaders in a bid to improve the lives of children and the youth through soccer. This platform will be effective in the country in that it serves in a comprehensive and holistic manner such as to reach to children in the field through cheap and readily available training and competition and small-group classroom sessions through participation in hands-on activities and experiences, as well as participation in various youth leadership councils.
Niger is a region that is characterized by involvement in sports and recreational activities including football, sorro wrestling, rugby, and horse riding, all of which have increased youth engagement through frequent engagement in the activities. However, education has remained undervalued while sports opportunities have been availed to a few in the country. As such, the introduction of Soccer in the Streets to the country will increase participation and encourage students to remain focused on their studies in order to influence the region and increase the rate of literacy. This effort coupled with government initiative among other willing partners will help to reduce school drop-outs in Niamey, among other parts of the country by increasing their interest in education through the combination of athletics and academics.
As such, failure to implement initiatives directed to the youth such as Soccer in the Streets will cause the children born in this population to become exposed to poor conditions owing to a lack of necessary resources to support their education, health, and development in life. In order to change the community’s future and increase the literacy rate, there is a need to introduce soccer in the streets to enable the children to gain improved interest in life and education. In order to achieve this initiative, it is important to facilitate the introduction of Soccer in the Streets into the country. Additionally, there is a need for the government to identify innovative mechanisms that can be employed to encourage schooling in order to create sustainable development and growth in the future. Introducing Soccer-in-the-Streets into the country’s main cities such as Niamey will take advantage of the high population which contains at least 16% of the total population. This initiative will build the area and help children to thrive in that individuals will also be provided with equal opportunities to develop their skills and view themselves from a positive perspective by using soccer as a bridge.
Soccer in the Street will need to invent mechanisms that will give it more relevance in relation to its main competitor, Niger Premier League which has been in operation since 1966. As such, this non-profit organization should take advantage of the available advertising media such as radio, television, and print media. Additionally, the use of available transportation methods including road transport, water, and air transportation to ensure the swift movement of the participants and create more interest in those who are uninterested. The application of various means of transport will help to ensure that the initiative is marketed in different parts of the country including the urban and rural areas. This initiative coupled with the support of governmental, non-governmental organizations, and the national premier league will enable its growth in different parts of the country. However, in order to remain successful, the non-profit organization should ensure compliance with the stipulated regulations in the sports industry. These initiatives coupled with the effort of other football clubs and the Niger premier league will help to ensure that the needs of the community are improved with talented children getting an opportunity to develop their talent.
Contents
- Evaluate the product as an innovation as it is perceived by the intended market 9
- Relative advantage. 9
- Compatibility. 9
- Complexity. 10
- Trialability. 10
- Observability. 10
- Major problems and resistances to product acceptance based on the preceding Evaluation. 11
- The market 11
- Describe the market(s) in which the product is to be sold. 11
- Geographical region(s) 12
- Forms of transportation and communication available in that (those) region(s) 12
- Consumer buying habits. 13
- Product-use patterns. 13
- Product feature preferences. 14
- Shopping habits. 14
- Distribution of the product 14
- Typical retail outlets. 14
- Product sales by other middlemen. 15
- Advertising and promotion. 15
- Advertising media usually used to reach your target market(s) 15
- Sales promotions customarily used (sampling, coupons, etc.) 16
- Pricing strategy. 16
- Customary markups. 16
- Types of discounts available. 17
- Compare and contrast your product and the competition’s product(s) 17
- Competitors’ product(s) 18
- Competitors’ prices. 19
3.Competitors’ promotion and advertising methods. 20
- Market size. 20
- Estimated industry sales for the planning year 20
- Estimated sales for your company for the planning year 21
- Government participation in the marketplace. 22
- Agencies that can help you. 22
- Regulations you must follow.. 22
1. Introduction
Soccer in the Streets
Soccer in the Streets is a non-profit organization that was started in 1989 in Atlanta with the aim of improving the livelihood of the youth through the development of sport-based activities. The initiative was developed to reach out to young people and enable them to develop into leaders who can cultivate a healthy community through soccer play, experiential training, and participation in youth leadership councils (GuideStar by Candid, n.d.). The organization has worked to ensure that children in Atlanta among other parts of the world are provided with improved access to quality programs that improve their approach to life and prepare them for employment.
Product to be Exported
Since its establishment, Soccer in the Streets organization has gained worldwide recognition owing to its initiative that builds community classrooms and soccer filed in metro transit hubs. This product will be exported to Niger to help children in the country to play and succeed in different aspects of life. It will create opportunities for the youth to play soccer, an aspect that will increase their interest in school-based activities. It will serve in a holistic and comprehensive manner to reach out to the children in villages and encourage them to participate in activities that create the best version of themselves. This initiative will thus help to reduce the increasing rate of marriages in the country particularly amongst young girls who are below the age of 18 years by increasing their interests in activities that bring more recognition into their lives (Ferguson, 2019).
Country Profile
Soccer in the Streets is being exported to Niger which is an arid state in the Sahel region. Niger is characterized by a dry and hot climate that makes farming activities impractical (Advameg Inc, 2020). It has a low rate of literacy of 17% and it is often faced with cases of insecurity, poverty, and droughts. It has a high rate of poverty with a huge population of 60% living below $1 daily with approximately 60% of children being 5 years being anemic (IMF, 2013). As such, introducing Soccer in the Streets to this country will help to improve livelihood by enabling the children to view life from a positive perspective and to gain more interest in education.
II. A brief discussion of the country’s relevant history
Niger is a landlocked country that is ranked as the 21st largest country in land area with Niamey is the capital history. The country gained its independence in 1960 from France and has since been involved in political conflicts that have affected its growth in relation to industries, infrastructure, and education (National Geographic, 2019). Records show that the country has been habited since the earliest times and that the activities of man have existed in the region for more than 600,000 years through archeological evidence. Niger became famous in trans-Saharan trade in 5 B.C., an activity that was led by Northern tribes who introduced camels into the region as a means of transportation. The main economy is subsistence farming with a variety of various ethnic groups where Islam is the dominant religion.
Mozambicans.
III. The product
A. Evaluate the product as an innovation as it is perceived by the intended market
1. Relative advantage
Soccer in the Streets is advantageous over other pay-to-play soccer models in that it provides the youth with a cheap alternative to develop their skills and potential. There are various sports and recreational activities in the country including camel racing, horse racing, rugby, and football. Introducing this alternative in Niger will provide cost-effective means to educate children in that they will have a platform where they can learn from their own mistakes and will not be afraid to exploit their potential compared to when they are playing under the guidance of a coach. Additionally, this will provide the players with basics of tactical play which are easy to learn in small-sided games as opposed to strict games where the coach provides all guidance and instructions.
2. Compatibility
This option is highly compatible with the people of Niger in that their income is extremely low and a high rate of illiteracy. As such, providing the children with an activity to keep them involved will enhance their interest in education. Additionally, this will help to reduce the high birth rate due to increased involvement and provide an alternative to improve their individual and societal lives. Street soccer will provide fertile opportunities to encourage player growth in that players will be encouraged to develop skills outside of normal practicing hours.
3. Complexity
Soccer in the streets is a low maintenance option for the youth in Niger in that the game does not have restrictions on the players, unlike other pay-to-play soccer teams. Additionally, it is less complicated in that it will create interest amongst the youth in other parts of the country to develop their own soccer streets.
4. Trialability
Soccer in the streets has a high rate of trialability owing to the fact that the country has a low rate of literacy. As such, trials will be undertaken both in the rural and urban areas with minimum restrictions. Collaborating with learning institutions will create more significance in that children will gain more interest in education in order to participate in the game.
5. Observability
The primary leisure activity in Niger is soccer with football having a high rate of significance. Due to restrictions imposed on pay-to-play games, it will be easier for the youth in Niger to take part in this option due to ease of access, fewer limitations, and the fact that the platform will provide players with a cheap alternative to develop their skills and learn tactics through practice without the influence of a coach.
B. Major problems and resistances to product acceptance based on the preceding Evaluation
Introducing this option in Niger is likely to face resistance owing to the nature of conservatism in the community. However, the fact that this option is cheap compared to other soccer alternatives will provide the youth with an alternative to remain engaged. As such, high involvement in constructive activities will help to reduce early marriages, high birth rate, and participation in practices that increase insecurity in the region. As of 2018, the country recorded high rates of instability owing to frequent droughts, insurgency, slavery, and illiteracy.
IV. The market
A. Describe the market(s) in which the product is to be sold
1. Geographical region(s)
Soccer-in-the-Streets will be sold in the urban and rural parts of the country with the main aim of growing player skills and increasing their interest in constructive activities such as education and games. With a population of 24 million people, this game will have the opportunity to change the lives of most people in the country. Implementing this soccer alternative in urban areas such as Niamey will get significant attention owing to the high population in the area. Niamey has the highest population of more than 1.3 million people with other urban centers such as Zinder and Maradi following closely. As such, considering that the region is mainly dry and arid, there are little agricultural practices and low rates of literacy. It is therefore apparent that the introduction of this alternative will thrive compared to other sports options in the country including camel racing, rugby, and wrestling.
2. Forms of transportation and communication available in that (those) region(s)
There are various forms of transportation in Niger both in rural and urban areas which include water, land, and air transportation. Nigeriens often use animals for transportation, particularly in the dry regions. Although the infrastructure is poor, most of the roads in this region are connected such that movement from one location to another is swift. Niger River also provides the region with a means of movement. Although the region lacks railroads, the government improved bus services to connect towns and cities in the region.
The Republic of Niger has enjoyed press freedom since 1991 after the end of the military rule through to the emergence of the democratic era. The country enjoys a wide array of media that ranges from print, digital media, social media, radio, and television among others. However, only a small population of 17% watch television on a weekly basis while the radio is the main platform and source of information in the country with at least 67% of the population listening to radio at least once in a week. Information is distributed in different languages according to the target market. Most of the print media in the Niger is written on French which are often afforded by the elites and educated few. Although the internet has grown exponentially in the recent past, most of the rural areas are still undersupplied with only a small proportion of the population owning mobile phones. The availability of transportation will ensure that players will be distributed throughout the country easily and news on football progress will reach people and increase interest, particularly among the youth through the different channels of communication.
3. Consumer Buying Habits
a. Product-use Patterns
The Niger community is known for its involvement in sports activities which often act as a highlight for most of the festivals. As such, it is highly likely that Soccer-in-the Streets will be appreciated by most people. Additionally, although the Nigeriens are unlikely to buy new products, Soccer-in-the streets is a free and cheap alternative that will encourage all willing parties to join for free.
b. Product Feature Preferences
Soccer streets is a product that will provide players with the opportunity to develop their talent and skills and facilitate the development of a playing culture. It is a natural educational system that is mainly characterized by the ability to play daily in a competitive manner. As such, players will learn from their mistakes as they will be unconscious of the tactical, technical, and physical aspects that are being developed as they play. Additionally, this game is fashionable and an upcoming trend that will receive more significance compared to traditional soccer games.
c. Shopping Habits
People in Sub-Saharan Africa are likely to try out new products and items especially those that are considered fashionable. Like most Africans, Nigeriens are price conscious and often spend a long time searching for the cheapest products in the range when shopping or picking from the availed options. With the bigger population living in urban areas, it is proof that the introduction of soccer streets will receive a positive reception since it is cheap and fashionable.
a. Typical Retail Outlets
Soccer-in-the streets will be available for all willing and able players both in the rural and urban areas. However, it is highly likely that the product will receive a positive reception in the urban areas more owing to the high population.
b. Product Sales by other Middlemen
Considering that football is one of the most famous sports in the country, there are various agencies involved in marketing the sport to institutions, rural, and urban areas. There are various middlemen whose main aim is to market the game to different parts of the country. The middlemen work with the Niger Premier League, Sahel FC, Akokana FC, and AS FAN Niamey, amongst others. Soccer in the Streets will work with interested agencies and middlemen to provide low-income families with organized sports activities. The middlemen will help to untie most of the obstacles that families face in their bid to promote their children’s talents and abilities.
5. Advertising and Promotion
a. Advertising Media Usually Used to Reach your Target Market(s)
The country enjoys a wide array of media that range from print, digital media, social media, radio, and television among others. Radio is the most famous form of advertising media in the country. Records show that approximately 67% of the total population listens to the radio while only a small proportion of 17% watches television and have access to print media. Radio is the main platform and source of information in the country. Information is distributed in different languages according to the target market. The print is another form of advertising to the target market which is often written in French languages. However, this form of advertising is expensive and it is only affordable to a small proportion of elites and educated few.
b. Sales Promotions Customarily Used (sampling, coupons, etc.)
Niger is a growing country that is highly interested in new products and sale promotion strategies. However, marketing Soccer-in-the Streets will be based on the individual interest and the need to provide the underprivileged with an opportunity to build their talents.
6. Pricing strategy
a. Customary Markups
Most of the soccer teams in the country have limited chances for the underprivileged and those working to grow their talent. However, soccer-in-the-streets will be introduced as a charity event whose main aim is to change lives by growing talent and increasing individual interest in education among other areas. This product will be available free of charge while building green spaces at different stations that will be used as a hub for community activities. The stations will be employed to connect the community with a network of healthy options in the city while taking advantage of public transportation among other options.
b. Types of Discounts Available
Discounts are not available for this product. However, those who show interest in the game will have the highest chances of recruitment.
B. Compare and contrast your product and the competition’s product(s)
The main competition that Soccer-in-the-Streets will face is the country’s premier leagues and clubs including AS SONIDEP, Sahel FC, and Olympic FC, among others. In order to join one of the competitors such as AS SONIDEP, one should have exceptional qualifications and be well connected. As such, the upcoming footballers have limited opportunities to achieve the anticipated degree of success in football owing to restrictions and limitations involved in the established teams. Additionally, the number of players is limited thus restricting talented individuals who would have made a difference in the team. On the other hand, Soccer-in-the-Street’s main aim is to reach out to talented and interested individuals and provide a platform where they can exercise their abilities and get an opportunity to become part of the huge leagues in the country. This option is important in that, isolation and limited education resources in the country often threaten the health of children thus encouraging their engagement in delinquency. Unlike other football teams, Soccer streets will ensure that children remain engaged when out of school and will provide positive role models particularly the coaches. Additionally, this will serve as an opportunity to provide children with food in that the project will unite with community restaurants to offer hot meals through the project of Slices & Strikes which will support partnering restaurants and children.
1. Competitors’ Product(s)
a. Brand name
Niger Premier League is the main brand competitor to Soccer in the Streets in Niger. Since its establishment in 1966, the Premier League Championship has undergone an array of contests, with the structure changing severally. Successful competitions have been undertaken in the country under this league with others being canceled or shortened. In particular, the league experienced closure struggles in 2004 and 2005 owing to financial reasons and due to the famine that had afflicted the southern parts of the country. Although the league has provided its competitors with platforms to improve their talents while getting an opportunity to meet their needs.
b. Features
Niger is a growing economy whose population is interested in opportunities that can create the best platforms to grow. Niger Premier League has been an icon that has been used to offer an array of opportunities to the underprivileged and talented few. However, Soccer-in-the-Streets can serve a similar purpose while providing high unlimited opportunities to a wider scope of people to exercise their abilities and talents in relation to football. This platform can serve as an advertising option for other businesses in the country while providing the youth with increased interest in education among other constructive aspects of the economy. It will provide opportunities for all regardless of their gender, race, religion, or socioeconomic status. It is characterized by its effort to integrate different communities by intertwining efforts from the government, non-profit organizations, education systems, and community leaders in a bid to improve the lives of children through soccer.
c. Package
Soccer-in-the Streets is not available in packages in that it is not a tangible product. However, it has an array of packages for the players including free transportations, playing uniforms, and unlimited opportunities to grow. The organization will serve the community through its packages in a comprehensive and holistic manner while reaching out to children through competition and soccer training.
2. Competitors’ Prices
Joining the country’s top premier leagues is based on individual talent, capabilities, and ability to connect with the concerned parties. However, the team often engages in advertising using the players’ uniforms which often provides additional income to the club.
3.Competitors’ Promotion and Advertising Methods
Niger premier leagues often participate in an array of awareness campaigns to encourage the public to support soccer in the country. Another advertising technique often employed is the use of playing kits to showcase the sponsoring teams or to advertise. However, the club has been facing challenges associated with management that has discouraged consumer participation.
C. Market Size
1. Estimated industry sales for the planning year
In relation to soccer, the Niger Premier League is the leading competitor owing to its long period of service since its establishment in 1966. It is a market leader in soccer in that all football teams are often created with the aim of participating in the premier leagues. As such, Soccer-in-the-Streets is likely to face competition owing to the club’s significance and reputation in the country. With the inclusion of soccer in the streets, the soccer industry is likely to exceed the community’s expectations by producing highly talented individuals who can participate in the English Premier League. With this, the industry will register additional sales and advertising options both locally and internationally.
2. Estimated sales for your company for the planning year
Mismanagement and lack of cooperation in Niger premier leagues has caused diminished financial significance. Although the league championship has undergone an array of contests since its establishment in 1966, its structure has changed owing to increased corruption and mismanagement. One of the most notable is the Championship cancellation in 2002 that saw other significant clubs being dropped later in 2004 and 2005 as a result of financial reasons and famine complications. Later in 2008, 20 more clubs were broken into distinct groups whereby the two top teams proceeded to the Super League and the bottom clubs went to relegation. Although a number of regional and invitation trophies have been won overtime, the significance of the league has diminished in the recent past. The introduction of Soccer-in-the-Streets will revive the value of soccer teams in the country. With the cooperation of other teams and partners, the soccer platform will sell gaming products such as balls and uniforms, get involved in educational activities, and in the promotion of various products and services owned by its partners. Although this may not drive high financial value, it will change the lives of people in the country in the long term by increasing interest in education, reducing insecurity, and increasing interest in economic activities.
D. Government participation in the marketplace
1. Agencies that can help you
Soccer-in-the-Streets is a non-profit organization whose success depends on the willingness of established platforms to cooperate in its venture. Its cooperation with other non-profit agencies such as USAID and the United States Commercial Service (USCS) will go a long way in helping to end extreme poverty in the country by eliminating difficult challenges for the youth and women among other underprivileged parties in the country. The platform should also cooperate with the management at Niger Premier League to revive its course and provide talented children who are identified through the platform with an opportunity to become part of the clubs in the premier league.
2. Regulations you must follow
Activities in Niger must adhere to the regulations as stipulated by the Ministry of Sports. All activities and benefits accrued from the soccer are subject to taxes and duties without which the organization will suffer governmental implications.
References
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