Philippines.

Prior to the 1900s basketball was virtually an unknown sport in the Philippines. Due to the massive influence Spain brought during their 300-year colonization of the islands, Filipinos are more into cockfighting and other forms of social gambling. There are also indigenous Filipino martial arts such as the Arnis de Mano. Cockfighting, gambling and Arnis de Mano dominated the Philippine sports landscape.

However, all of that would change in the 1900s. The entry of the Americans into the Philippine archipelago marked the birth of basketball in the Philippines. Filipinos easily embraced basketball due to its competitive and action-packed nature. It was also during the time of American colonization when the first-ever Philippine national basketball team was formed. The team competed in the first ever Far Eastern Championship Games which was incidentally held in Manila, the capital city of the Philippines.

The Philippines dominated basketball tournaments of the Far Eastern Championship Games, finishing with a gold medal in all but one edition of the Games. Bowing only against China in 1921 and settling for a silver medal finish. The Philippines also participated in the first ever Olympic basketball tournament, finishing fifth with a 4-1 win-loss record. The Philippine team won against Italy, Estonia, Mexico and Uruguay but failed to upset the eventual champion Team USA.

College and universities also started to embrace the sport of basketball, incorporating the sport in their physical education curriculum. Similarly, the collegiate leagues the National Collegiate Athletic Association (NCAA) and the University Athletic Association of the Philippines were established in 1924 and 1938 respectively. In 1948, the Philippines became the first basketball team to score at least 100 points in Olympic competitions, outclassing Iraq, 102-30.

During the 1950s, the Philippines unleashed the legendary tandem of Lauro Mumar and Carlos Loyzaga, resulting into neck-to-neck battle against basketball some of the top powerhouse teams of the world including the US and the Soviet Union. The Philippines finished third in the 1954 FIBA World Champions courtesy of Mumar and Loyzaga. The dynamic duo also led the Philippines to several Asian Games gold medals during the decade.

During the 1960s, Philippine basketball became more concentrated in the collegiate and Manila Industrial and Commercial Athletic Association (MICAA) wars that feature the likes of Sonny Jaworski and Ramon Fernandez. In 1975, the Philippine Basketball Association (PBA) was established. It was the first play-for-pay basketball league in Asia. The early years of the PBA saw the rivalry of Jaworksi’s Toyota Super Corollas against the Atoy Co-fueled Crispa Redmanizers.

The succeeding years of Philippine basketball saw the emergence of newer and fresher basketball talents from the likes of Ricardo Brown, Ato Agustin, Allan Caidic, Benjie Paras and Hector Calma to the later generations of Danny Seigle, Danny Ildefonso, Kenneth Duremdes, Asi Taulava and Mark Caguioa. Today, basketball still remains as the number one sport in the Philippines. Despite competition from emerging sports such as the rejuvenated badminton and the football-powered Azkals, the sport of basketball will forever remain etched in the hearts and minds of the sports-loving Filipino people.

In 2000, the Philippine Basketball Association (PBA) celebrated its 25th anniversary and named the "PBA's 25th Anniversary All-Time Team", the top 25 were – Johnny Abarrientos, William "Bogs" Adornado, Ato Agustin, Francis Arnaiz, Lim Eng Beng, Ricardo Brown, Allan Caidic, Hector Calma, Philip Cezar, Atoy Co, Jerry Codiñera, Kenneth Duremdes, Bernard Fabiosa, Danny Florencio, Alberto Guidaben, Freddie Hubalde, Robert Jaworski, Jojo Lastimosa, Samboy Lim, Ronnie Magsanoc, Vergel Meneses, Manny Paner, Benjie Paras, and Alvin Patrimonio. Later, the PBA All-Star Selection beat the FIBA Asia All-Star Selection, which was led by Filipino and MBA superstar Rommel Adducul.

Demography factors.

Philippines are one of the ASEAN members and also they are one of the developing countries in ASEAN region like Indonesia, Malaysia, and Thailand. Demographics of the Philippines are records of human population in the country, including its population density, ethnicity, education level, health, economic status, religious affiliations, and other aspects of the population. The Philippines has a population growth rate of 2.04%, one of the highest in Asia. According to the 2010 Census, the population of the Philippines was 92,337,852.

The majority of Filipinos are made up of various Ethnolinguistic Austronesian ethnic groups, while the Agtas, an indigenous dark-skinned people form a minority. The indigenous population is closely related to indigenous Malaysians and Indonesians. Ethnic groups that have been in the Philippines for centuries before European and American colonial rule have assimilated, such as various Japanese people, Han Chinese, Indian people, etc., and form a large part of the population.

The most commonly spoken language is Filipino, which is based on the Tagalog language. Filipino and English are the official languages. Additionally, there are between 120 to 170 distinct indigenous Philippine languages (depending on their classification), a dozen of which have over one million speakers and are recognized as official regional languages. Spanish and

Arabic are recognized as voluntary and optional languages in the Philippine constitutions. Christianity is the main religion, with Roman Catholicism making up the majority of the population. Other religions include Islam, Buddhism, Hinduism, and those with no religion. The people of the Philippines are known as Filipinos.

Based on that factor Philippine has good market because our product (league) has the target from the teenagers until the adult. In Philippine such one of the developing countries has high number of birth. We also have lower price rather than the other competitor such as Nike, Adidas, and Li-Ning. They have the high price and also high quality but difference with us, our product has good quality also but about the price we have lower price than others competitor. Looked in the market our target market is teenagers till adult it is mean we have the target market from age 15 till 35 because we not served about the sport but also we served about casual fashion but our primary target is in sports shoes and wear market.

Geography sectors.

The Philippines is an archipelago that consist 7,107 islands with a total land area of 300,000 square kilometers (115,831 sq mi). The 11 largest islands contain 94% of the total land area. The largest of these islands is Luzon at about 105,000 square kilometers (40,541 sq mi). The next largest island is Mindanao at about 95,000 square kilometers (36,680 sq mi). The archipelago is around 800 kilometers (500 mi) from the Asian mainland and is located between Taiwan and Borneo.

The Philippines is divided into a hierarchy of local government units (LGUs) with the 80 provinces as the primary unit. Provinces are further subdivided into cities andmunicipalities, which are in turn composed of barangays. The barangay is the smallest local government unit.

The Philippines is divided into 17 regions with all provinces grouped into one of 16 regions for administrative convenience. The National Capital Region however, is divided into four special districts.

Most government offices establish regional offices to serve the constituent provinces. The regions themselves do not possess a separate local government, with the exception of the Autonomous Region in Muslim Mindanao.

The islands are divided into three groups: Luzon, Visayas, and Mindanao. The Luzon islands include Luzon Island itself, Palawan,Mindoro, Marinduque, Masbate and Batanes Islands. The Visayas is the group of islands in the central Philippines, the largest of which are: Panay, Negros, Cebu, Bohol, Leyte and Samar. The Mindanao islands include Mindanao itself, plus the Sulu Archipelago, composed primarily of Basilan, Sulu Island, and Tawi-Tawi.

Based on the research Philippines sports sector was developed like in Indonesian sports sector also was developed. Philippines have a good in basketball because basketball is the famous sports in Philippines rather than football and that are one of our targets to go abroad and open store in Philippines. League in their first product it is to support Indonesian basketball athlete because league has the excellence in basketball footwear.

Topography

The topography is extremely varied, with volcanic mountain masses forming the cores of most of the larger islands. The range culminates in Mt. Pulog (elevation 2,928 m/9,606 ft) in northern Luzon and in Mt. Apo, the highest point in the Philippines (elevation 2,954 m/9,692 ft), in Mindanao. A number of volcanoes are active, and the islands have been subject to destructive earthquakes. Lowlands are generally narrow coastal strips except for larger plains in Luzon (Cagayan Valley and Central Plains), Mindanao (Cotabato and Davao-Agusan valleys), and others in Negros and Panay. Rivers are short and generally seasonal in flow. Important ones are the Cagayan, Agno, Abra, Bicol, and Pampanga in Luzon and the Cotabato and Agusan in Mindanao. Flooding is a frequent hazard. The shores of many of the islands are embayed (Manila Bay is one of the finest harbors in East Asia); however, several islands lack adequate harbors and require offshore lightering for sea transport. The only two inland water bodies of significant size are Laguna de Bay in Luzon and Lake Sultan Alonto in Mindanao.

Read more: http://www.nationsencyclopedia.com/Asia-and-Oceania/Philippines-TOPOGRAPHY.html#b#ixzz35Tf2f25i

League

Berca Group is a manufacturer of sports equipment clothing and a wide range of leading brands including NIKE, AND1, Umbro, began trying to expand its business by trying to create a new business concept, namely to create a local brand sports shoes. Sport shoes is native to Indonesia, made under the name League, are expected to compete and compete with other sports product that has already been in Indonesia in particular.

League concept is the blend between sport (60%) and lifestyle (40%) and is expected to reach the market as well as sports and non-sports. In terms of price, on top of the price of local brands but under international brands (Adidas, Nike, Fila, etc). Market segments targeted by the League is wanted mid-market segment with a zero in the age between 15-35 years, especially students and young executives. Because the raw material is 60% local raw materials and 40% were imported raw materials the production cost can be reduced and the price is conveniently tailored to target the mid-market, Rp 199,000 - Rp 449.000.

The main focus of the product League is an athletic shoe that is designed specifically to be used for recreation or sport. League also began to expand its product by selling athletic apparel with

the same trademark. Among the new products on offer, covering a wide range of fields of sports activities, including:

Basketball,

casual,

running,

soccer / futsal,

indoor badminton and

collection of sport shoes children

After enough play in shoes, Berca Group finally decided to diversify its product. They started to make products ranging shirts, sports accessories such as bags, drink, hat, and so on. The most amazing is concentrated in a single parent can prodduk types namely sports and all products still use the brand "League". Along with these developments, the League began to create new branding, positioning as a "qualified local Shoes" and then have a brand that is better known as "Lead the Way".

NIKE PRODUCT POSITIONING

The work done Hartati Murdaya, owner Berca Group, the running shoe business continued to be developed. Not only producing branded products overseas but his desire to promote local products is underestimated by other entrepreneurs. But business and labor groups Berca in putting yourself in the market in negripun was not in vain.

With the increase in sales of branded League, the addition of the store, and in cooperation with distributors. We are optimistic that the turnover in 2008 to reach 250 billion.

In addition to 100 outlets that have been held by the Group Berca selling international brand sports shoes, In the future, special outlets League will continue to be developed. Until the end of December 2008 had opened three outlets, in Pondok Indah Mall I, Puri Indah Mall, and Mall Citraland. Each outlet has reached an average turnover of Rp20-30 million per day. Although the price of League only three quarter of the price of other brands, Budi optimistic turnover will not change, even continue to rise. Therefore, with the same quality, quantity of sales is expected to increase.

On the other hand, the decrease in the production of Nike shoes, Berca Group will continue to enhance the production of shoes League. Currently the production of new shoes League 10% of plant capacity. The current capacity of the plant itself reaches 100 thousand pairs of shoes per year. In 2008, production increased by 20% League of the production capacity of the plant. Each

year will continue to increase, until production reaches 50% League of plant production capacity.

After becoming a sports shoe manufacturer company, Group Berca keep doing the other efforts that support the League's success. Focus on the specification or image formed from first appeared, as invent League has image of a middle-class sport shoes and underestimated because domestic production. However seiringnya time, the League has not perceived by the eyes of the consumers in Indonesia, because the quality and the price is within easy reach of Indonesian consumers. And this forms the product positioning League itself.

Positioning is useful to differentiate the offer provided by the manufacturer to build a competitive advantage that attracts attention in a particular segment. Positioning task consists of three steps, namely to identify a number of competitive advantages that can be used as a basis to build a position, choosing competitive advantage that can be used as a basis to build a position, choosing the right competitive advantage, and chose a product positioning strategy menyeluruh.Grup Berca later must effectively communicate and deliver the chosen position to the market.

To keep production costs League has a strategy to perform the production in Indonesia because the labor cost is relatively low and fusion strategies using local and imported raw materials are combined.

BRAND PRODUCT STRATEGY LEAGUE

League adheres to diversify monolithic, where all derivatives are concentrated against the parent company, which still uses the name League for all derivatives. At first, the shoes company, product branding positioning League "quality local Shoes" and "lead the way".

The branding activities supported with good marketing communication concepts and structured. From the beginning, League marketing to in any games. Through marketing communications that are not arbitrary.

2004

As an official sponsor of the Indonesian contingent of athletes at the Olympic Games in Athens - Greece and Jakarta basketball team and football team PON XVI Papua in Palembang.

2005

League as the official uniform for SEA Games contingents in Philippines

2006

League as apparel sponsor of the Indonesian Basketball League (IBL)

2008

Sponsored League basketball team, CLS Knights - as the brand ambassador of the League for the basketball community, especially in Surabaya

October to December 08, League also sponsored clothing and shoes for futsal tournament between students that Student Futsal League (LIFUMA) se-JADEBOTABEK, followed by the 24 best universities.

League tried branding their products with high image. Reaching the right market and introduce products in the market.

MARKETING STRATEGY

Marketing strategy that Berca did in the market are grass road underground road. That is, by sponsoring sporting activities in high school and college particular, as well as sporting events nationwide and has a lot of new ground by marketing their products in a large shopping center.

The strength of the Group's retail network Berca is the sports shoes and experience in making shoes League. Group Berca conscious for overseas market due to build its own brand is not easy. Sports shoes and fashion market is very competitive. Need a powerful breakthrough for building communities, in order to encourage the target market to buy for the first time. League Promotional products should be bold and persistent.

SEGMENTATION LEAGUE

Marketing segment offers some benefits that companies can market their products and services more efficiently in aiming products and services. The company can also market their products more effectively by adjusting the price, product, and communication programs for segments that have been. Some of the variables used to segment the market, are:

Geography, by dividing the market into geographic units that vary just as states, regions, and cities.

For League, based Geographic segmentation is addressed to the cities in the province with the level of need and greater purchasing power than other cities. However, there is a possibility League will be expanded to the villages in order to socialize and expand the market.

Income

Revenue from consumer / market should be considered, to have the goods League, it is not necessary that income consumers, because the price is affordable, reached third the price compared to international brands (Nike, Umbro, etc.).

Psychographics, consumer divide widened different groups based on social class, lifestyle, or personality characteristics.

League targeted for market / consumer that emphasizes style and appearance. Because it is designed to follow the needs and trends, the League put on a position on consumer segmentation with sufficiently high lifestyle and social class to middle and upper middle. But in fact the League is still in position under his brother, NIKE and AND1 and Umbro Psychographic segmentation in terms of customers.

Behavior, divides consumers based on knowledge, attitudes, common use, or response to a product.

League put on a position that put the consumer segmentation proud of the product in the country and love the product in the country. The consumer is supporting the progress and development of the business of this League.

By serving the segment and not the overall market, League has more opportunities to be able to deliver value to consumers and receive maximum return on attention to customer needs.

Product Segmentation Berca Group

Source :

- http://priscillamulianto.wordpress.com/2010/09/07/league-sepatu-lokal-berkualitas/ - https://suite.io/john-louie-ramos/54g529s - http://en.wikipedia.org/wiki/Basketball_in_the_Philippines