The last decade has seen has radical transformation of the UK football industry, with economic indicators pointing to football has a viable business model (Johnson et al, 2008, p.20). A prime example of this is the Barclays sponsorship of the Premier League, who has recently announced a three extension of the global title sponsorship of the league running from 2010/11 through to the 2012 season. President of Barclays PLC commented that Football is the world's favorite sport bringing pleasure to hundreds of millions of people across the globe, and out sponsorship of the world's most popular league creates a positive emotional link between our brand and football fans everywhere (www.premierleague.com accessed December 2009).
[...] This observation highlights the interrelationship between the external environment within which clubs operate and become successful as being fundamental to the commercial objectives of Barclays PLC in sponsoring the premier league Boston Consulting Group Matrix In considering the competitive positioning of the Barclays Premier League it is reiterated that the competitive positioning is intrinsically dependent on the successful strategy management of the clubs within the league. This in turn is the critical success factor in maintaining the optimum strategic fit that Barclays PLC president argues is the key factor in extended the sponsorship deal of the premier league (www.premierleague.com accessed December 2009). [...]
[...] This extensive marketplace for football is clearly beneficial for Barclays in terms of the strategy objectives behind sponsorship of the premier league particularly if we compare the 500 million plus marketplace for football compared with the fat that Barclays operates in 50 countries with over 45 million people (www.premierleague.com) PEST Analysis Additionally, a key instrument utilized in strategic planning and strategic management is PEST analysis, which is imperative in organizational management to ensure market environment is understood as part of market strategy (Brooks et al p.451). [...]
[...] Moreover, the Porter's five forces' model requires a consideration of the club's activities as a strategic business unit, which in turn requires an evaluation of the following factors: Threat of Entry; Power of Buyers; Power of Suppliers; Threat of Substitutes; and Competitive rivalry (Hill & Jones p.46) It is submitted that the applying Porters' five forces model to the Barclays Premier League necessarily requires a contextual consideration of the clubs operating in the league and therefore references will be made to Manchester United where relevant. [...]
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[...] South Western College Publishing Hooley, G., Saunders, J., & Piercy, N. (2004). Marketing Strategy and competitive positioning. Pearson Education Hoye, R. (2006). Sport management: principles and applications. Butterworth Heinemann. Johnson, G., Scholes, K., & R. Whittington (2008). Exploring Corporate Strategy. Pearson Joyce, P., & Woods, A. (2001). Strategic Management: a fresh approach to developing skills, knowledge and creativity. Kogan Page. Rugman, A. (2009). The Oxford Handbook of [...]
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