Video case study - World Cup Merchandise is Big Business

You can’t wander into a supermarket or petrol station without being confronted by rack after rack of tacky World Cup merchandise. Are there any products that dont have the England flag or logo on them? But for this business in Dunstable, the World Cup is big business. It has bought the marketing and distribution rights from the Football Association. This short video from the BBC has some excellent business studies material in it, including:

• Outsourcing production to emerging markets such as China
• Taking a risk by guaranteeing minimum royalty payments for the FA
• Seasonal demand (e.g. every two years there is a major football tournament)