Communication for the Coordination and Negotiation of the Benefit Group of the Field with the survival of Port Football Club

Abstract

This qualitative research use participant observation and depth interviews to gather information. The researcher uses purposive sampling with six internal sub-field groups totaling 18 people and four external sub-fields groups totaling 14 people. The research found that the sub-fields of Port Football Club can be categorized into two levels: internal and external sub-field groups. The external sub-field groups can be divided into four groups. The researcher found that the result of the game is the common objective of all benefit groups. If the club can achieve good result constantly, all benefit groups will continue supporting the club. The first era of the Port FC club is when the club was founded in 1967 until 1995 which is when the club had to adapt itself to professional league totaling 28 years. It was the club achieved a huge success by earning 26 champ trophies. This is also the years when the club successfully used the “recruitment” strategy with Port of Thailand to negotiate with football players to join the club. The next era is starting in 1996. At this time, the club earned 2 more trophies. However, after Asian Football Confederation (AFC) announced the Club-Licensing rule, the club needed to adapt it to pass the club-licensing regulation by creating an Academy to form “youth football players” and using “scout” strategy to search for professional football players instead of casting at the club. Lastly, the critical era of the club is when the competition within Thai league is high. The club faced many problems. Which the cut point lowering the club’s rank. This is a time when Mrs. Nualphan Lamsam ran the club using “budget proposal for team building” and many sponsors supported the club. The “sponsorship budget” strategy was used to negotiate. for high benefit. Anyway, the problem with the club existed. This time Ms. Pang used a “womanhood” strategy to negotiate. Besides, 44 fan leaders teaming up under the name “Port Singha Council” as a strategy to communicate, coordinate, and negotiate. Then, the problems are solved and the performance of the team is also better so the club can survive. Furthermore, the researcher found that three things which are the root of all strategies to strengthen and lengthen the club are “power, benefits, and relationship network”