Republic of the Philippines

Province of Sarangani
Municipality of Glan
GLAN INSTITUTE OF TECHNOLOGY

2nd Term, 1st Semester, Academic Year 2024-2025

AGBUS 413 INTERNATIONAL MARKETING

Case 4-2 Soccer in the USA: Football’s Frontier?

Submitted By:

GROUP 8
MONTON, MARIA TERESA
OMBALINO, JOHN LLOYD
PANTORILLA, HJNIE

Submitted To:
MARICRIS T. PERUELO
Instructor
 15 JANUARY 2025

MARIA TERESA C. MONTON

Purok Talisay, Barangay Calpidong, Glan, Sarangani Province
09564631380
mariateresamonton1@gmail.com

Career Objective

Hardworking agribusiness student having knowledge how to manage and

organize in a different way. Seeking a challenging opportunity where I will be able to utilize
my strong organizational skills, educational background and ability to work well with people.

Personal Information

Age: 23
Gender: Female
Height: 149.352cm
Weight: 58kg
Civil Status: Single
Date of Birth: July 12, 2001
Place of Birth: Brg. Congan, Glan, Sarangani Province
Present Address: Purok Talisay, Brg. Calpidong, Glan Sarangani Province

Educational Background
College GLAN INSTITUTE OF TECHNOLOGY
Brgy. Calabanit, Glan, Sarangani Province
2024-2025
Degree Bachelor of Science in Agribusiness

Skills
● Earning trust to others
● Listen attentively, speak candidly and treat other respectfully
● Believing results.
● Focus on the key inputs and deliver them with the right and in a timely
fashion.
● Learn to be curious.
● Never done learning and always seeking to improve.
Professional Experience

● 2018 Work Immersion at Police Station

● 2020 Ocean Deli Packing Corporation Tray Washer

SEMINAR ATTENDED
● 2018 Workshop on Editorial and Feature Writing

Character References

Alejandra H. Poncardas
BS-AB Program Head
Glan Institute of Technology
Barangay Calabanit, Glan Sarangani Province
0922 609 3961

Try-Co Ramos
Instructor I
Glan Institute of Technology
0975 123 4689

Lene R. Sinawon
Production Operator
Gun-Ob, Lapu-Lapu City Cebu
0916 736 8245
MARIA TERESA C. MONTON
Purok Talisay, Barangay Calpidong, Glan, Sarangani Province
09564631380

January 10, 2025

Hiring Manager
Golden Ranch Farm
P-6, Barangay Polomolok, South Cotabato

Dear Hiring Manager,

Good day!

I am writing this letter to express my interest in a training program position at your farm. As
a 4rth year student pursuing a degree in science in agribusiness at Glam Institute of
technology. I am willing to learn, eager to gain practical experience in the field and
contribute to the success of your organization. This is a great opportunity to work at your
farm and learn more from what work I will be working on.

During my academic journey, I have developed a solid journey foundation in agricultural

practices and business management. I have also participated in business planning that
enhanced my understanding of agribusiness operation. From this training program, I hope to
deepen my knowledge in agricultural areas and farm product marketing.

In return I am confident in being a good listener of yours, and believing the outcome of my
work will contribute to your team.

Attached here the resume for your review. I am available for an interview at your earliest
convenience and would be delighted to discuss how my background aligns with the goal of
your training programs.

Thank you for your consideration.

Sincerely,

Maria Teresa C. Monton

John Lloyd M. Ombalino
Purok 9-A Barangay Poblacion , Malapatan Sarangani Province
0950 175 1296

January 15, 2025

Hiring Manager
Stawberry Guyabano Farm
Glandang Rd, Tupi, South Cotabato

Dear Hiring Manager,

Greetings of Peace!

It has come to my knowledge that your company has recently opened a vacancy. I would like
to express my interest in applying as Staff or any vacant position. I firmly believe that my
related experience, knowledge, and skills would be compatible to achieve the vision of your
company.

I finished my Bachelor of Science in Agribusiness in Glan Institute of Technology. I have

experience in a related field that suits your company.
Experience has taught me how to build strong relationships in any workplace organization. I
have the ability to work within a team and I am always willing to learn new things that could
hone my ability. I believe that your company would give me the opportunity to learn more
things.

Should you have queries or need information, you can contact me at 09501751296 or through
my email account johnombalino@gmail.com. I will be available right after you keep in
contact with me.

I give you thanks for giving me a chance to serve in your reputed company.

Yours Sincerely,

John Lloyd M. Ombalino

John Lloyd M. Ombalino
Pu rok 9-A Barangay Poblacion , Malapatan Sarangani Province
0950 175 1296
johnombalino@gmail.com

Career Objectives

To get an opportunity where I can make the best of my potential and contribute to the
organization's growth.

Personal Information
Age: 22
Gender: Male
Height: 167 cm
Weight: 66 kg
Civil status: Single
Date of Birth: August 10, 2002
Place of Birth: Brgy Lun Padidu, Malapatan Sarangani Province
Present Address: Prk 9-A Poblacion, Malapatan Sarangani Province

Educational Background
College: Glan Institute of Technology
Calabanit Glan Sarangani Province
SY: 2024-2025
Degree: Bachelor of Science in Agribusiness

Skills
● Organized and efficient

● Ability to work independently or as part of a team

● Can work under pressure

Professional experience
● 2019-2020 Post Tea Shop Food Delivery/ Utility
Seminars Attended
● Youth Seminar on Environmental Ethics And Teamwork Strategy

Character References

Alejandra H. Poncardas
BS-AB Program Head
Glan Institute of Technology
Barangay Calabanit, Glan Sarangani Province
0922 609 3961

Wennie R. Atibula
College Registrar
Glan Institute of Technology
Barangay Calabanit, Glan Sarangani Province
0912 609 3976

Darryl B. Soncados
BS-AB Instructor
Glan Institute of Technology
Barangay Calabanit, Glan Sarangani Province
0916 709 3478
HJNIE SANTOS PANTORILLA
Brgy. Calabanit, Glan, Sarangani Province
0975-148-1892

January 15, 2025

HIRING MANAGER
Envirogreen Village Educational Foundation Inc.
Purok 7, Barangay Katangawan, General Santos City

Dear Hiring Manager,

Good day!

I am writing to express my keen interest in the Sustainable Agriculture Project Intern position
at Envirogreen Village Educational Foundation Inc., as advertised on LinkedIn.com. I am
deeply impressed by your commitment to environmental stewardship and innovative
approaches to agriculture. My academic background and practical experience align perfectly
with the requirements of this internship, and I am confident I can make a significant
contribution to your team.

Currently pursuing a Bachelor of Science in Agribusiness at Glan Institute of Technology, I

am expected to graduate in September, 2025. My coursework has provided me with a strong
theoretical foundation in sustainable agricultural practices, encompassing areas such as soil
science, crop management, integrated pest management (IPM), organic farming techniques,
and the economic aspects of sustainable agriculture. Specifically, my coursework in
Agricultural Extension, Agricultural Engineering and Plant Pathology has equipped me with
the knowledge to analyze the environmental impacts of various farming methods.

The opportunity to apply my knowledge and skills in a real-world setting, while contributing
to a meaningful cause, is incredibly appealing. I am a highly motivated and adaptable
individual, possessing strong problem-solving skills, a meticulous attention to detail, and a
collaborative spirit.

My resume, attached for your review, provides further details on my qualifications and
experience. I am available for an interview at your earliest convenience and eager to discuss
how my skills and enthusiasm can benefit Envirogreen Village Educational Foundation Inc.

Thank you for your time and consideration.

Sincerely,

HJNIE S. PANTORILLA

Hjnie Santos Pantorilla

Purok Centro, Barangay Calabanit
Glan, Sarangani Province
0975 148 1892
hjniepantorilla060201@gmail.com

Career Objective

To look for a job that offers opportunities to enhance and nurture my knowledge
and skills.

Personal Information
Age: 23
Gender: Female
Height: 156 cm
Weight: 52 kg
Civil Status: Single
Date of Birth: June 2, 2001
Place of Birth: Purok Centro, Barangay Calabanit, Glan Sarangani Province
Present Address: Purok Centro, Barangay Calabanit, Glan Sarangani Province

Educational Background

College: Glan Institute of Technology

Calabanit, Glan, Sarangani Province
2024-2025
Degree: Bachelor of Science in Agribusiness

Skills

● Computer Literate
● Canva Editor
● Dependable and can work under pressure
Professional Experiences
● 2016-2018 PAPAED Enterprises Lay-out Artist
● 2018-2019 Clean Drops Water Refilling Station Production and Sales Staff
● 2020-2022 SSCES School-Based Feeding Program Coordinator Assistant
● 2022-2024 Glan Drivers’ Choice Production Overseer and Financial Manager

Seminars Attended
● International Webinar on Code-Switching and Code-Mixing
● International Webinar on Indianism: The Usage of the English Language According
to The Whims and Fancies of Indians
● International Webinar on Fundamentals of Language Acquisition
● ReSkills Webinar on Create Eye-Catching Moments through WOW-derful Headlines!
● Seminar-Workshop on Research Prospects in History, Anthropology and Literature

Character References

Ma. Antonette Barcelona-Galope

SSCES Teacher II and SBFP Coordinator
Saavedra Saway Central Elementary School
Brgy. Labangal, General Santos City
0960 648 2602

Norha T. Marohombsar
SSCES Principal II
Saavedra Saway Central Elementary School
Brgy. Labangal, General Santos City
0935 857 3937

Alejandra H. Poncardas
BS-AB Program Head
Glan Institute of Technology
Barangay Calabanit, Glan Sarangani Province
0912 609 3976
 Case Analysis on Case 4-2 Soccer in the USA: Football’s Frontier?

I. INTRODUCTION

This case study focuses on the burgeoning popularity of soccer in the United States.
The sport is often referred to as "the world's sport" and "the beautiful game." Despite its
global appeal, soccer's penetration in the American market has historically been less
pronounced compared to other major sports like basketball and American football. The case
highlights the growing interest in soccer in the US, particularly evident during the 2014 FIFA
World Cup, where viewership reached record highs. Key players like Adidas and FIFA have
recognized the market potential and implemented strategic initiatives to boost soccer's
popularity in the US.

The main problem that the case analysis aims to address is the question of whether
soccer can truly achieve widespread mainstream popularity in the United States. The
significance of this issue lies in the potential for soccer to become a major sports force in the
US, with the potential to impact not only the sports landscape but also media, marketing, and
even national identity. The case examines the factors contributing to soccer's growth in the
United States. It will also explore the role of organizations, athletes, and promotional
campaigns. This analysis seeks to evaluate whether soccer's popularity is a temporary trend
or a sustainable phenomenon, and the potential implications for the future of the sport in
America.

II. CASE SUMMARY

The case study, "Soccer in the USA: Football’s Final Frontier?", explores the
potential for soccer to achieve mainstream popularity in the United States. The 2014 FIFA
World Cup witnessed a significant increase in television viewership, suggesting a potential
tipping point for the sport's growth. However, sustained popularity requires more than just a
surge in interest during major events. The case highlights the need for a strong domestic
league, passionate local fan bases, and a robust talent development program. Organizations
like FIFA and Adidas have invested heavily in promoting soccer in the US through strategic
partnerships, marketing campaigns, and athlete endorsements. The case study explores the
role of prominent figures like David Beckham, whose celebrity and endorsements helped
increase the sport's visibility and appeal.
 Historically, soccer has faced challenges in gaining a foothold in the American sports
landscape. The sport lacks the deep-rooted history and tradition of other sports like baseball
and American football, which has contributed to a slower pace of adoption among American
audiences. Furthermore, the American sports market is already saturated with established
major leagues and rivalries, creating a competitive environment for soccer to navigate. The
case also highlights the cultural differences that contribute to soccer's challenges in the US,
noting that the sport's emphasis on teamwork and technical skill may clash with American
sporting values that prioritize individual athleticism and physicality. Despite these
challenges, the case study explores several promising developments that suggest a potential
for soccer's growth in the US.

The increasing participation in youth soccer leagues, combined with the emergence of
successful professional teams like the LA Galaxy and Seattle Sounders, indicate a growing
interest in the sport at all levels. The case study examines the role of marketing and athlete
promotion in driving soccer's popularity, particularly the influence of figures like David
Beckham. The case notes the potential for other players like Neymar and Oscar to follow in
Beckham's footsteps, using their global fame and endorsements to attract new fans. The case
concludes by suggesting that soccer's future in the United States hinges on overcoming
various challenges, particularly those related to cultural perception, competition, and
infrastructure. If soccer can effectively address these issues, it has the potential to become a
major force in the American sports landscape.

III. KEY ISSUES

Primary Problems

● Soccer lacks deep roots in US culture.

● The US sports market is already crowded.
● US sports value individual achievement, while soccer focuses on teamwork.

Secondary Problems

● The US lacks a strong youth soccer development system.

● MLS needs to build more prestige.
Possible Challenges

● Aligning soccer's goals with the US market.

● Managing resources effectively for soccer's growth.
● Securing funding for leagues and development.
● Competing with other established sports.
● Overcoming resistance to change and fostering a strong soccer culture.
● Navigating legal and regulatory requirements.
● Updating systems and infrastructure for soccer.

IV. PROBLEM STATEMENT

Despite its growing popularity, soccer in the United States faces a cultural disconnect.
The sport's emphasis on teamwork and technical skill clashes with traditional American
sporting values that prioritize individual athleticism and physicality. This cultural gap poses a
significant challenge for soccer's long-term growth and mainstream acceptance.

V. ANALYSIS

Key Factors/Topics Touched:

● Global Marketing: Soccer's worldwide marketing strategies.

● Cultural Differences: Adapting soccer to US sports culture.
● Sports Marketing: Strategies to promote soccer (endorsements, media, partnerships).
● Talent Development: Building a strong youth soccer system in the US.
● Domestic League Growth: MLS's role in developing US soccer.
● International Competition: The World Cup's impact on soccer's global appeal.
● Athlete Endorsements: Star players' role in promoting soccer.

Stakeholders Involved

● Soccer Organizations: FIFA, UEFA, and national soccer federations.

● Professional Clubs: Teams like Real Madrid, Barcelona, and EPL clubs.
● Major League Soccer (MLS): US professional soccer's governing body.
● Athletes: Players like Beckham, Neymar, and Oscar.
● Sponsors: Adidas, Nike, Volkswagen, Panasonic, etc.
● Media: ESPN, ABC, etc.
 ● Fans: Existing and potential soccer fans.
● Government Agencies: Government support for soccer development.
● Businesses: Companies in the soccer industry.

VI. ALTERNATIVE SOLUTIONS

a. Viable Alternatives

Alternatives Solution #1 Promote Teamwork and Skill as American Values

Alternatives Solution #2 Focus on Individual Star Power and Physicality
Alternatives Solution #3 Build a Strong Domestic League and Player Development
System

b. Pros and Cons for each solution

Alternative Solution Pros Cons

● Emphasizes values ● Shifting

that many Americans cultural
already admire, perceptions
Alternatives Solution #1 making soccer more takes time and
Promote Teamwork and appealing. sustained effort.
Skill as American Values ● Connects soccer to ● Could be seen
American values, as artificial or
building a more inauthentic
compelling story.

● Appeals to the US ● May be seen as

focus on individual compromising
achievement and the sport's
caters to existing essence.
American sporting ● Risk
Alternatives Solution #2 values. emphasizing
Focus on Individual Star ● Creates excitement physicality over
Power and Physicality and highlights technical skill.
athletic prowess, thus
attracting viewers
with impressive
individual skills.

● Generates local ● Building a

heroes and a sense of strong league
ownership. and
Alternatives Solution #3 ● Develops a pipeline infrastructure is
Build a Strong Domestic of talent to ensure the a long-term
League and Player future for soccer in project.
Development System the US. ● Requires
patience and
sustained effort
to influence
culture.
VII. RECOMMENDED SOLUTION

Create American Soccer Stories Documentary Series

JUSTIFICATION:

The "American Soccer Stories" documentary series emerges as the most compelling
and impactful solution for bridging the cultural gap between soccer and American sporting
values. It could relay information to the people and open their deep understanding of the sport
and its focused-value-teamwork. This approach offers a unique and multifaceted method of
fostering a deeper understanding and appreciation for the sport's history and contributions
within the American context. Unlike other solutions that might focus on individual players or
specific events, this documentary series delves into the broader cultural narrative of soccer in
the US, connecting it to American history, values, and identity. This activity will serve as an
eye-opener to the public, will surely ignite their interests to the soccer sport and eventually
become their loved sport.

By showcasing the stories of individuals who have shaped soccer in America, the
series humanizes the sport and creates a relatable connection for viewers. It highlights the
passion, dedication, and perseverance of those who have played a role in building the sport's
foundation in the US. This approach allows viewers to connect with the stories of their own
communities and the individuals who have contributed to soccer's growth. Furthermore, the
series can explore the diverse cultural influences that have shaped soccer in the US,
showcasing the contributions of immigrants, minorities, and women who have enriched the
sport's tapestry. This emphasis on inclusivity and cultural diversity can resonate deeply with
American audiences.

The documentary series can be effectively distributed across various platforms,

reaching a broad audience. Streaming services and broadcast television provide widespread
access, while social media campaigns and digital content can further amplify the series' reach.
This multi-platform distribution strategy ensures that the stories of American soccer reach a
diverse range of viewers, fostering a deeper understanding and appreciation for the sport's
cultural significance. By showcasing the sport's history, celebrating its pioneers, and
highlighting its cultural impact, the "American Soccer Stories" documentary series provides a
powerful and lasting impact to the public. It could be used as a means of bridging the cultural
gap and fostering a deeper connection between soccer and American audiences.