INTRODUCTION TO INTERNATIONAL BUSINESS GLOBAL MAKETING Case Study

INTRODUCTION TO INTERNATIONAL BUSINESS GLOBAL MAKETING - Case Study Example This resulted into a provision of year round contributions of products, services, technology and resources in terms of finances. As opposed to the 1990’s broadcasting was significantly on the rise though the award of the same seemed complex. Never in the past had a single negotiation resulted into a multi-game broadcasting and though the percentages of Canada in terms of viewers decreased in 2006 as compared to 2002, was the overall success with regards to the same commendable. For the 2006 winter Olympics, there was a representation in terms of sponsorships in three main categories that is the main sponsors, official sponsors and official suppliers. Among the three levels The Torino Organizing Committee was able to get 57 companies and 63 brands a number which included 5 main sponsors and 17 official sponsors and number which were quite significant in the success of the Olympics (Glasurit set for 2006 Olympics. (Final Coat) (Brief Article). (2005, November 1). To realize this success the sponsors undertook huge investments. The investments by the sponsors through the Olympics of 1998, 2002 and 2006 in terms of partners increased from 26, 53 to 57 in 2006 while the revenue and support was $163 million, $494 million and $348 million in the last year due to minor challenges faced at that time(Elam and Curt). The ticket and licensing took a twist where over 540000 products were sold to commemorate the 2006 winter Olympics through 32 official licenses for 35 products groupings bringing revenue of $17 million which was way ahead by 10% above the set target. Among the licensed products involved a higher percentage of Torino 2006 brand images. Another success was witnessed in rising of the awareness of the Olympics. An increase of percentage from 87% in 2004 to 94% in 2006 of awareness was recorded and hence a boost in all the remaining aspects (Elam and Curt). 2. What worked well, and what did not? In terms of worldwide sponsorship as a longer term marketing p rogram aimed at promoting prolonged sponsorship of the Olympic Games, the 2006 winter Olympics which falls in the year category 2005-2008 recorded 12 TOP sponsors which became the sixth TOP cycle since the advent of the program hence we call it TOP VI (Elam and Curt). The future still needs to look for more sponsorship to strengthen the financial base of the organization. This will be realized through stronger legislations which direct the management of funds required for the same (Glasurit set for 2006 Olympics. (Final Coat) (Brief Article). (2005, November 1). Despite the fact that the 2006 Olympics was a success it is hard to say that it is the best Olympic so far witnessed as those for Lillehammer of 1994 and that for Salt Lake City of 2002 can still be ranked above them for the reasons of a few setbacks. This is despite the right things that happened of the sponsorships and the tickets sales and licensing acts which all lead to the creating of the independent of the IOC due to the increased revenue. The other partners like NOC and OCOG also benefitted from the money resources collected (Elam and Curt). There are though a few things which did not happen right and need to be corrected which include; the difficulty experienced in the comparison of the winter games. Such clarity must be distinguished so that monies such as those used for broadcasting and even other advertising can be rightly and transparently accounted for. Lack of such