Confucian network in Sport Industry of East Asia.

1. East Asia Sport Management Institute -Business Plan
Course: Master in sport marketing and sponsorship
Date: November 5, 2014
Name: Youngsub Chun

2. 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

3. 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. 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. 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.

6. 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

7. 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. 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).

9. 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.

10. 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

11. 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

12. •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

13. 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

14. 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. 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.

16. 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