Ultimate Fighting Championship also called UFC is the fastest growing sports organization in the world. As a professional mixed martial arts (MMA) organization, UFC is leading MMA promoting around the world. Otherwise, UFC has made a great change in today’s fight business.
The first UFC game was held in Denver, 1993. Different from others, UFC’s arena is the octagonal cag and aim to provide a competitive platform for different martial arts’ athletes without rule. What’s more, UFC athletes must be proficient in many forms of martial arts, such as boxing, sumo, karate, jiu-jilsu and grappling.
Accompany with the development and popularize of it, UFC has separate in difference level according to athletes’ weight and it also developed a number of game rules. To make it more popular in a most acceptable way, UFC cooperate with spike TV, cable and satellite providers. Moreover, the UFC serial games and products are making a great succeed in America and Canada.
The following is the analyzing of operating environment of UFC is showing opportunity and problems at the process of Globalization. Here, we mainly talk about the customer profiles and human resources of UFC. And it brings the questions that how to maintaining the competitive advantage of UFC?
1) Customer Profiles:
a. Geographic: nowadays, the main customers of UFC are located in America and Canada. With the development of UFC, it is no deny that there will be are a lot of potential customers in Asia areas. On the other hand, cooperating with spike TV and SteelSeries in 2012 could significantly expand the geographically defined customer market of the new potential market, like Asia area.
b. Demographic: As we know, the major objective audience groups of UFC are the man who age 18-34 years old. And it mainly located in American and Canada. Therefore, the exiting potential consumers of UFC are huge, here, we will taking China as an example. According to the data of “The Sixth National Population Census Data Bulletin in 2010” which providing from National Bureau of Statistics of China, we can get the Table 1. Form Table 1, we can conclude that if the percentage of China audience is the same as Canada’s, there will be 51millions amazing potential audience in China of UFC.
Total population in China Aged 15-59 in China (estimate population from aged 18-34) Proportion of Man in China Percentage of Canada audience Estimate potential audience in China
1300 millions 70.14% (35.07%) 51.27% 22% 51 millions
*data resources: The Sixth National Population Census Data Bulletin in 2010
c. Psychographic: psychographic is an important component of the customer profile. It might be a problem of the expansions of UFC because of the differences of ethno-culture. Still using the sample of China, the historical group-oriented is “Harmony is precious”.
d. Buyer Behavior: it is no doubt that the identity of UFC and the launch of games are increasing the brand loyalty of UFC.