...CASE STUDY I.2 Manchester United: still trying to establish a global brand Manchester United (abbreviated as ManUtd, www.manutd.com) has developed into one of the most famous and financially successful football clubs in the world, being recognized in virtually every country, even those with little interest in the sport. Real Madrid has displaced ManUtd from the pole position in Deloitte’s football money league. The list, which has been running for the last 9 years, identifies the top 20 clubs in terms of revenue. The top five in 2008 were: Real Madrid with 3365.8 million, Manchester United (3324.8 million), FC Barcelona (3308.8 million), Bayern Munich (3295.3 million) and Chelsea (3268.9 million) (Deloitte, 2009). Having won the Premier League and Champions League in 2007/08, United would have overtaken Real Madrid at the top of the Deloitte Football Money League had it not been for the depreciation of the pound. The top 20 clubs now generate more than three times the combined revenue of the clubs in the first Money League publication in 1996/97. The most valuable US sport teams, the National Football League’s Washington Redskins and baseball’s New York Yankees, are both worth somewhat more but more than any US sports team, ManUtd has built a global brand. Since the mass commercialization of football in 1992, Manchester United has unquestionably been the team to beat. In the past 16 seasons, it has collected 10 Premier League titles, four FA Cups and two Champion League trophies...
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...Case 1 – Manchester United, Still trying to establish a global brand Question 1 How do you evaluate the international competitiveness of ManUtd after the takeover of Malcolm Glazer? Man U case study After the takeover of Malcom Glazer, ManUtd tried to extend its international competitiveness. Indeed, it started a sponsorship with Nike. ManUtd had also a new shirt sponsors MandUtd, AIG, which makes it have the largest sponsorship deal and replaces the previous deal with Vodafone. We can note that the new sponsor is no longer a British company but an American one. Furthermore, ManUtd made a secondary business line, mostly financial, where it provides mortgage, loan, credit card, insurance but also lotteries or cinema for all their fans. This business permits to generate a new source of income but also to promote the team and to be more present in the life of the fans all around the world. Thus, these sponsorships give an international image to ManUtd and permit to affirm its presence and popularity at the international scale. Malcom Glazer managed to create more than a football club with his takeover. He created a real brand in order to be on all the boards. Question 2 Discuss and explain how the different alliances can increase the competitiveness of ManUtd. The competitiveness of ManUtd can increase thanks to alliances. The collaboration with Vodafone would have had generate £36 millions but the alliance ended in 2005. Vodafone also provided a wap-service...
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...CASE STUDY I.2 Manchester United: still trying to establish a global brand Manchester United (abbreviated as ManUtd, www.manutd.com) has developed into one of the most famous and financially successful football clubs in the world, being recognized in virtually every country, even those with little interest in the sport. Real Madrid has displaced ManUtd from the pole position in Deloitte’s football money league. The list, which has been running for the last 9 years, identifies the top 20 clubs in terms of revenue. The top five in 2008 were: Real Madrid with 3365.8 million, Manchester United (3324.8 million), FC Barcelona (3308.8 million), Bayern Munich (3295.3 million) and Chelsea (3268.9 million) (Deloitte, 2009). Having won the Premier League and Champions League in 2007/08, United would have overtaken Real Madrid at the top of the Deloitte Football Money League had it not been for the depreciation of the pound. The top 20 clubs now generate more than three times the combined revenue of the clubs in the first Money League publication in 1996/97. The most valuable US sport teams, the National Football League’s Washington Redskins and baseball’s New York Yankees, are both worth somewhat more but more than any US sports team, ManUtd has built a global brand. Since the mass commercialization of football in 1992, Manchester United has unquestionably been the team to beat. In the past 16 seasons, it has collected 10 Premier League titles, four FA Cups and two Champion League trophies...
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...IntMk-CStud-4.qxd 26/05/2005 14:05 Page 563 section 4 case studies cases 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand 563 571 574 583 586 590 594 599 604 case 4.1 Wal-Mart’s German Misadventure I don’t think that Wal-Mart did their homework as well as they should have. Germany is Europe’s most pricesensitive market. Wal-Mart underestimated the competition, the culture, the legislative environment. — Steve Gotham, retail analyst, Verdict Retail Consulting, October 20021 We screwed up in Germany. Our biggest mistake was putting our name up before we had the service and low prices. People were disappointed. — John Menzer, head of Wal-Mart International December 20012 ‘Don’t look now:’ low prices all year round! With thanks to Walmart 563 IntMk-CStud-4.qxd 26/05/2005 14:06 Page 564 section 6 case studies section 4 German blues For the world’s largest retailing company, Wal-Mart, Inc., the German market was proving difficult to crack. By 2003, even after five years of having entered Germany, Wal-Mart was making losses. Though Wal-Mart did not reveal these figures, analysts estimated...
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...businesses, have begun to adopt strategies to transform themselves into modern sports and media companies. Under the recent presidency of Florentino Pérez, the Spanish football club Real Madrid presents a good example of the application of this expanded vision. One of the fundamental pillars of this model has involved designing and implementing a new marketing strategy aimed at strengthening the value of the club's brand. The adoption of this model has resulted in a significant increase in income from marketing. Undeniably, in this area, Real Madrid has become the leader in world soccer. © 2006 Wiley Periodicals, Inc. MIGUEL BLANCO CALLEJO AND FRANCISCO J AV I E R F O R C A D E L L America. The key aspect of this conception resides in the idea that sports clubs can behave as brands, and the essential principle is to exploit the sponsorship plan and sale of products, together with the commercialization and sale of audio-visual and television rights of sporting events. In soccer, Manchester United in the United Kingdom was the pioneer in commercially exploiting its brand on an international level, and this strategy was highly successful in the 1990s. During the early years of the 21st century, however, Real Madrid has gained the position of “commercial leadership” within the world soccer market. Thus, during the 1990s, the soccer industry has been transformed into a new business reality that has transformed the sport, converting it into one of the most profitable entertainment...
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...the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. • Global Marketing ‘Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and...
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...comes first * Providing Service Straight from the Heart * Encouraging product leadership * Delivering superior financial returns * providing rewarding career opportunities SWOT ANALYSIS of AIR BLUE: The SWOT analysis is the process of analyzing organizations and their environments based on their strengths, weaknesses, opportunities and threats. This includes the environmental analysis, the process of scanning the business environment for threats and opportunities, which is considered as external factors, and the organizational analysis, the process of analyzing a firm’s strengths and weaknesses as internal factors. SWOT analysis was carried out for Air Blue and the results are summarized as follows: Strengths: 1. Second largest air-carrier of Pakistan, enjoying almost 30 percent market share on domestic routes. 2. Air blue is a Low-cost carrier (LCC). The...
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... Executive summary The objective of this study is to explore the implications of social media for business‐ to‐business brand management. Thought leaders of social media and branding in the online environment are currently doing their work out in the field, whilst the academics are lagging behind. In order to shed some light on issues regarding how B2B companies should manage opportunities and challenges in the social media space, this master thesis seeks to address the topic by conducting an exploratory study on how B2B companies can utilise social media to enhance the brand. The study is conducted using a qualitative approach. The purpose is to give an aerial view of how B2B companies should approach social media, what opportunities and threats exists, and how they should focus their online strategy to enhance the B2B brand. The theoretical part of this study builds upon business‐to‐business brand management due to the growth of B2C brands in social media. The empirical data of this study is interviews with four experts on the topic, which is further illustrated by three case studies. By synthesising the interviews, and comparing them with the illustrative case studies and the theory, the results develop. Social media does not change how businesses do business, but it adds another layer to brand management which needs to be treated different compared to traditional marketing efforts. In order to influence through...
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...organization. Through the analysis of Virgin Atlantic Airways Limited, some issues for the company were uncovered. Especially two main issues should be considered as potential problems for Virgin Atlantic’s business unit and so action needs to be taken within these areas: 1. Lacking economy of scale (size of the company). 2. Increasing environmental awareness among customers. 1. Virgin Atlantic lacks economy of scale because of the size of the company and limited routes available. To be able to compete effectively and gain greater profits through economy of scale, Virgin Atlantic has to expand by opening new routes. The implementation of this will require strategic financial planning and adjustment of the company structure. It is likely that this process will take several years; however, this change is necessary to increase Virgin Atlantic’s competitiveness. 2. With the increased concern about the environment among customers, bio-fuel has been tested by Boeing for a few years in order to lower carbon emission caused by airplanes. Virgin Atlantic can be the first company to use bio-fuel aircrafts as the company is currently using an environmentally friendly strategy. This strategy can strengthen the brand image of the...
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...Public Relations Cases This collection of contemporary international public relations case studies is an invaluable resource for teachers, researchers and students working in public relations, corporate communications and public affairs, as well as offering practitioners an indepth understanding of the effective use of public relations in a range of organizational contexts. Including cases from the UK, Norway, Sweden, Spain, South Africa, Canada and the USA, with a focus on such global corporations as Shell, BBC America, Worldcom, PriceWaterhouseCoopers and Marks & Spencer, it offers important insights into the development of public relations and communications strategies. These include: • • • • • • • • Corporate identity change and management Global reputation management Crisis management in the oil, shipping and tourism industries Developing strategic alliances between voluntary and private sector organizations Public relations support for international branding and market entry The importance of internal communications during international mergers The integration of public relations and marketing communications Business-to-business communication The cases examined in this book demonstrate the breadth of contemporary public relations practice and the increasing importance of the public relations function in both public and private sector organizations worldwide. Danny Moss is Co-Director of the Centre for Corporate and Public Affairs at the Manchester Metropolitan University...
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...Ford Mondeo: A model T world car?1 Michael J. Mol Rotterdam School of Management Erasmus University Rotterdam Room F 4-66 P.O. Box 1738 3000 DR Rotterdam Phone: ++31-10-4081168 E-mail: mmol@fbk.eur.nl 1 The conceptual base of this case study is described in much more detail in: Mol and Koppius (forthcoming). 1 Executive summary This case weighs the advantages and disadvantages of going global. Ford presented its 1993 Mondeo model, sold as Mystique and Contour in North America, as a ‘world car’. It tried to build a single model for all markets globally to optimize scale of production. This required strong involvement from suppliers and heavy usage of new information technology. The case discusses the difficulties that needed to be overcome as well as the gains that Ford expected from the project. New technology allowed Ford to overcome most of the difficulties it had faced in earlier attempts to produce a world car. IT was flanked by major organization changes within Ford. Globalization did not spell obvious success though. While Ford may in the end have succeeded in building an almost global car, it did not necessarily build a car that was competitive in various markets. The Mondeo project resulted in an overhaul of the entire organization under the header of Ford 2000. This program put a heavy emphasis on globalization although it perhaps focused too little on international cooperation and too much on centralization. In terms of Ford’s own...
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...Direction of the Nike brand William Hanrahan (060953199) ACE1004 Introduction to Management Contents 1.0 Executive Summary 2.0 Introduction 3.0 Nike 3.1 History 3.2 The Market 3.3 Industry Analysis 3.4 Trouble Ahead for Nike? 3.5 Nike Advertising 3.6 Brands of Choice 3.7 Nikes other Brands 3.8 Targeting New Markets 3.9 Financial Performance 4.0 External Market Drivers 4.1 Political Drivers 4.2 Economic Drivers 4.3 Socio-Cultural Drivers 4.4 Technological Drivers 4.5 Environmental Drivers 4.6 Legal Drivers 4.7 Charity Work 5.0 Competitive Environment 5.1 Porter’s Five Forces 5.2 Competitor Analysis 5.3 Nike vs. Fake Goods 5.4 Stakeholders 5.5 Stakeholder Mapping 6.0 The Brand 6.1 Competitive Advantage 6.2 The Swoosh 6.3 Routes to Competitive Advantage 6.4 Ansoff Matrix 7.0 Conclusions 7.1 Swot Analysis 8.0 Recommendations 8.1 Reflection 9.0 Portfolio of Information Sources 9.1 Primary Sources 9.2 Secondary Sources 1.0 Executive Summary Nike was founded in 1972 by Philip Knight and Bill Bowerman. Bowerman is well known in America as the University of Oregon coach. He brought jogging to America, built an unrivalled track and field program at that university, and taught his athletes to seek the competitive advantage everywhere - in their bodies, their gear and their passion. The Marketing men at Nike would like us believe that the brand is more than a product, it is an experience that we are buying into. Wherever a consumer interacts with the brand – in stores of their...
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...Specialists within Internet Marketing 4 2.6 Lifestyle Description of Working as an Online Marketer 5 3.0 Ecommerce Marketing 6 3.1 Introduction 6 3.2 Personality 6 3.3 Skills.…………………………………………………………………………………………………………………………………………………………………6 3.4 Specialist 6 3.5 Ratings of the career 6 4.0 Hospitality Marketing 7 4.1 Introduction: 7 4.2 Personality 7 4.3 Skills: 7 4.4 3 industry sectors that a marketing professional work in: 7 4.5 Customer services: 8 4.6 Benefits and un-benefits of working as a marketer: 8 5.0 Real Estate Marketing 9 5.1 Introduction 9 5.2 Skills…………………………………………………………………………… 9 5.3 Successful marketing tools 9 6.0 Sports Marketing 10 6.1 A sports marketer works for 10 6.2 A rich area (brands values) 10 6.3 Major tasks 10 6.4 Specific challenges 10 7.0 Conclusion and recommendations 11 7.1 Conclusion 11 8.0 References 12 1.0 Introduction 1.0 Introduction This report discusses some important marketing areas and several of their particularities. The research done in the last week’s shows few common points between the chosen areas and what is important for the marketer understands and knows to performance very well in these specific areas. The following document discusses these five marketing segments: e-commerce, online, property, food (restaurants)...
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...educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk Last A Head on Spread 000 Jim Blythe University of Glamorgan Essentials of Marketing Third Edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published under the Financial Times Pitman Publishing imprint 1998 Second edition 2001 Third edition 2005 © Financial Times Professional Limited 1998 © Pearson Education Limited 2001, 2005 The right of Jim Blythe to be identified as author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP. All...
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... Table of Content Abstract…………………………………………………………………………….4 CHAPTERE 1 - External environment analysis………………………………..5 1. General environment (PESTGD)…………………………………………….6 2.1 Demographic……………………………………………………………………6 1.1.1 Population size……………………………………………………………7 1.1.2 Income distribution………………………………………………………9 1.1.3 Ethnic mix……………………………………………………………….10 2.2 Economic……………………………………………………………………...12 2.3 Political Legal Environment…………………………………………………..13 1.3.1 Taxation law……………………………………………………………..13 1.3.2 Labor law………………………………………………………………..13 1.3.3 Voluntary standards………………………………………………………14 1.4 Socio-cultural…………………………………………………………………..15 1.5 Technological…………………………………………………………………..17 1.6 Global………………………………………………………………………….18 2. Industry Analysis………………………………………………………………19 2.1 Industry Overview…………………………………………………………….19 2.2 Industry Growth Trends……………………………………………………….20 2.3 Porter’s 5 Forces………………………………………………………………21 2.3.1 Bargaining Power of Suppliers………………………………………….21 2.3.2 Bargaining Power of Buyers……………………….................................22 2.3.3 Threat of Substitute Products ……………………………………….23 2.3.4 Rivalry among Competing Firms……………………………………24 2.3.5 Threats of New Entrants…………………………………………….25 3. Consumer Market…………………………………………………………26 3.1 Market Segments (Consumer Profile)…………………………………….26 CHAPTERE 2 – Internal Analysis…………………………………………29 1. Company’s Overview (Introduction)……………………………………29 2. Resource Capabilities……………………………………………………30 ...
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