...Real Madrid Club de Futbol Real Madrid Club de Futbol Case Study by Kurt Eschbacher Abstract The case study is about one of the best known and best playing soccer team in the world, Real Madrid. It tries to backlight the myth of soccer and the tremendous merchandising system behind soccer. Especially the era of Florentino Pérez, who brought a new dimension in managing and merchandising soccer clubs to Spain, will be analyzed in detail. soccer The game What makes a team like Real Madrid so interesting for sponsors and fans worldwide? What makes soccer so interesting for us? Soccer is the world’s most popular sport. Nearly every child kicked a soccer ball once in his live. More than 240 million people play at least once a week. Such a big sport needs a big parent organization in its background. This job is done by the Fédération Internationale de Football Association (FIFA). The FIFA which was founded 1904 in Paris established a unified set of rules. This rules are easy to understand and are of course one of the reasons why soccer is so popular all over the world. Also the time a soccer game lasts is defined by the FIFA, its two halves of 45 minutes split by a 15 minute brake. In elimination games an overtime of two times 15 minutes and also a penalty shoot-out at the end of overtime is possible. This is a big advantage for sponsors and TV broadcasts compared to other sports like American football or boxing...
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...------------------------------------------------- Real Madrid – 1st Case Assignment The following answers are based on the case materials “Real Madrid Club de Futbol”, “Real Madrid Club de Futbol in 2007: Beyond the Galacticos” and the links in the footnotes. 1. What differentiates Real Madrid from other Soccer clubs? One thing that differentiates Real Madrid from other top soccer clubs is that Real Madrid is owned by its members while most other top club is owned by shareholders (investors). Another difference is that Real Madrid were quite early to realize the importance to serve as a marketing vehicle all over the world rather than just a soccer club compared many other soccer clubs. This was especially under the management of Perez Real Madrid as a brand and business got in focus. This meant that Real Madrid became a real business and that the management managed Real Madrid as a business rather than just a soccer club. The performance of Real Madrid as a soccer club is still key to the performance of the business though. 2. What provides the revenue stream from which the club benefits? About one fourth of the income in most top clubs is generated on match-day from such things as sponsorships, television rights and merchandising revenues. Revenue depends largely of the clubs participation and performance in major competitive events such as the European Champions League for instance. Below are listed four types of revenues the club generates and what it basically consists...
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...REAL MADRID CASE STUDY Summary Real Madrid is one of the most storied sports franchises in the world. It is one of the few sports teams with international appeal to a very broad fan base. This case delves into how Real Madrid transitioned from a good soccer team with a winning history into the global sports juggernaut we know today. We first examined Real Madrid’s revenue streams and found that from their inception through the 1970s their business model was based almost entirely on their ticket sales. After the 1970s up until 2003 they had some media rights, a small merchandising department, and some other negligible streams of income. It was in 2003 that team President Florintino Perez decided to make Real Madrid into a special type of sports team that was akin to large global corporations like Walt Disney. After reviewing the facts we agree with the decision to shift the business model into its current position (as of 2003). After identifying and examining the lifetime values of different consumer groups which are listed below under the “Question 2” headline, we have found that each group has different desires in order to be completely satisfied. However, each group has a common denominator that will maximize utility across all segments and that is winning. A winning team sells more merchandise, can demand higher advertising revenues, and can attract the best players for less money which also leads to winning more often. We also quantified two types of consumers...
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...Atletico de Madrid Case Analysis On May 2000, Club Atletico de Madrid were relegated to Second Division for the first time in its history. It was a game which reflected the season for ATM. The last minute penalty miss by the player who had not missed one whole season showed what destiny had in store for the club. It was for ATM a totally, new and not so good experience. It triggered the crises that was to follow. In hindsight, this should’ve never happened and before the season began fans expected and hoped that 99-2000 season will rather be one of the best. There was a good 54 million budget. It was a season that was ought to be good but, as the “hard luck club” were facing some serious wrath now. Fans who have never seen the team go down to second division had a low morale. The financial implications of going down to Second Division loomed large on the ATM. The communication and marketing department concerns had deepened. Just as the result were unexpected as compared to the beginning of the season so was ATM marketing department was getting ready for what they had never experienced. In Spanish football, ATM was third largest club in almost all the respect. What differentiated ATM from their biggest local rivals Real Madrid, who were hugely successful was the fan base. Not in terms of numbers but in the way they connected to the club and their spirit. Nobody really knew what relegation will bring to the club. Diagnosis There were many implications of the relegation of...
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...Studies: The effects of the Bosman-case on the professional football leagues with special regard to the top-five leagues Bachelor Thesis Supervisor: Prof. Dr. Ramses A. Wessel Co-Reader: Dr. Tsjalle van der Burg Word count (Text only): 25686 Daniel Schmidt Helbecker Weg 30 58769 Nachrodt Germany daniel18schmidt@web.de Student number: s0146773 12.07.2007 1 Table of Contents: I List of Abbreviations…………………………………….………………….………………6 1.Introduction………...…………………………………………..…………….…..…………7 2. EU Sport politics and Sport Law……………………………………………...…...……9 2.1 Council of Ministers and Sport …………………………………….…,……10 2.2 The ECJ…………………………………………………………………....…….11 2.3 Walrave and Koch………………………………………………………….…..11 2.4 The Dona Case…………………………………………………..…………..….12 2.5 The legal situation for sport before the Bosman case……………..…...13 3.The Bosman Case………………………………………………………………….……..14 3.1 Transfer rules before Bosman…………………………………………….... 14 3.2 Jean-Marc Bosman………………………………………...………….……….15 3.3 The basic of the judgement ………...………………………………….…….16 3.4 Reactions of officials……………..………………………………….………..19 2 3.5 Ideas and outlooks of scholars for the future after the judgement…...20 3.6 Immediate results of the Bosman case……………..…………………...…21 4. Cases after Bosman…………………….…………………………………...…….…….22 4.1 The Lehtonen Case…………………………….……………………….……...23 4.2 Kolpak Case…………………………………………………………….……….24 4.3 Simutenkov Case…………………………………………………..…….…….25 ...
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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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...CURRICULUM VITAE MARICEL “AISHA” MADRID FUENTES *: Tower 7, TECOM, Dubai, U.A.E. (: +971567339461/+971555059867 :: madridmaricel@ymail.com /madridmaricel1983@gmail.com CAREER GOAL: My career objectives can be summaries as follows: to obtain a challenging management, administrative, or technical position as deemed suitable to my skills, experience, and backgrounds, to help a successful organization or company expand further and to help myself grow further professionally, technically, and financially, to become an effective team player in a progressive organization or company. I am a highly trained, multi-‐cultured, widely-‐traveled, hard working, confident, mature, self-‐motivated, responsible, reliable, skilled individual with practical engineering skills, management experience, and consulting methods gained through many years of practical work experience in English, Engineering, Business, and Project Management ...
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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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...designing sports-inspired fashion, high-end functional ranges or even luxury sportswear. adidas Originals continues to engage in unique collaborations in fashion, such as with Jeremy Scott, David Beckham and Opening * Ceremony, * In 2012, Reebok deepened its partnership with CrossFit * On the Classics side, Reebok and Alicia Keys announced a new and exciting partnership as well as design collaboration. Alicia Keys’ first project was the launch of her own signature Reebok “AK” collection. Activation and validation via a relevant set of promotion partnerships * adidas brings its passion for great products to the biggest stages in the world, with sponsorship agreements for the FIFA World Cup, the NBA, the Boston Marathon, the European Rugby Cup and the upcoming IAAF World Championships in Moscow in 2013 For example, the 2012 London Olympic Games were an enormous global platform to showcase adidas. As official sponsor, adidas kitted out over 5,000 athletes, 11 National Olympic Committees and 21 national sporting federations. 30% of medals were won by athletes wearing adidas, amongst them gold medallists David Rudisha, Jessica Ennis, Andy Murray and the US women’s gymnastics team. * adidas had considerable success leveraging the event with the “Take the Stage” brand campaign, featuring athletes and ambassadors such as Yohan Blake & Laura Trott * In addition, adidas has an extensive roster of high-profile sports teams such as Real Madrid, AC Milan...
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...Sports Marketing Association - 6th Annual Conference July 17, 2008 Gold Coast, Australia. 1 Brand Strategy for Sporting Teams By Charlie Quirk Brand Strategist at Tait Sublercharlie.quirk@gmail.com 6 th Annual ConferenceJuly 16-20, 2008Book of PapersAbstract In the twenty first century, sporting teams around the world are experiencingunprecedented levels of fame due to technology like the Internet and satellite TV. Assuch, teams can no longer rely on mobilizing fan support and sponsorship capital intheir home market alone. In the same way corporations are guided by a compelling andoriginal idea that forms the basis for their brand strategy, so too must sporting teams.The purpose of this paper is to draw parallels between “conventional” brands like Appleand Disney, and to articulate what sporting teams can learn from those companies inthe management of their own brands. Brand Strategy For Sporting Teams By any definition, sporting teams today are big businesses. Harvard Professor StephenGreyser has observed that in recent times we have seen teams migrate from the sportspages to the business pages and, now sometimes, to the front page (Comeau, 2005).Like other large corporations, teams employ great numbers of people, generate profitsand losses, all the while seeking to achieve success against certain performancemetrics. And like other businesses, they have to perform well, remain financially viableand satisfy several stakeholders who have a financial interest in...
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...Executive Summary: The purpose of this assignment is to learn about strategy and strategic management by comparing the strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas ...
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...football manager Bill Shankly describes exactly my view of football. I am a big fan of the most popular sport in the world. Sure I know that this comment is exaggerated, but football becomes more and more important. Not only for the fans and the sportsmen, also for the global economy. (Hamil, S. and Chadwick, S. 2010) In professional football the success goes hand in hand with money. Today it is almost impossible to win a big trophy like the UEFA Championsleague without investing lots of money. The FC Barcelona is ranked as the best team in the world and invested in the last five years an average of 40 Million Euros per annum in new players. (Transfermarkt 2011) But where does all that money come from? According to Uli Hoeneß, the president of German football club FC Bayern Munich, only 15% of the twelve million DMs (6.1 Million Euros) revenue were out of broadcasting, marketing and sponsoring when he began in 1979 his career as a manager. (RP online 2011) His aim was to make his club independent from earnings from the spectators. As you can see in the following diagram he achieved his aim. In the year 2010 Bayern’s matchday earnings were only 21% of the total revenue. The biggest part is now coming from the commercial with 53%. (Sports Business Group 2011) Bayern Munich: Revenue Sources and Percentages (€m) Picture: Bayern Munich: Revenue Sources and Percentages (€m)(Sports Business Group 2011) So the biggest part of a modern club’s revenue is sponsoring. But why do big...
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... Illustration 1 : Wrights of Howth Logo Illustration 1 : The Wrights of Howth…………………………………….....1 Illustration 2 : PESTEL……………..……………………………………......4 Illustration 3 : Marketing Mix.…….………..………………….…….............7 II Table of Content 1. Introduction……………………………………………………………………………….............1 1.1 Purpose of the document……………………………………………………………...1 2. Market Selection.................................................................................................................2 2.1 The European Salmon Market..............................................................................2 2.1.1 Germany……………………………………………………………………...2 2.1.2 France………………………………………………………………………...2 2.1.3 Spain …………………………………………………...….………………....2 2.1.4 Conclusion…………………………………………………………………....3 3. Identification of international marketing issues faced by the firm……………………….......4 3.1 PESTEL………………………………………………………………………………….4 3.1.1 Political…………………….......................................................................5 3.1.2 Economi……………………………………………………………………….5 3.1.3 Social…...................................................................................................5 3.1.4 Legal………………………………….........................................................5 3.1.5 Conclusion…………………………………………………………………….6 4. International Marketing Mix……………………………………………………………………....7 4.1 Product...................................................................................................................7 4.2 Price…………………...
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...MARKETING MANAGEMENT GROUP ASSIGNMENT 1 CASE STUDY MARKETING EXCELLENCE EMIRATES Merketing Management 15th Edition Page : 81 CASE STUDY: EMIRATES 1. How has Emirates been able to build a strong brand in the competitive airlines industry worldwide? The success of Emirates can be attributed through a combination of marketing mix which emphasize on excellent customer service, product and equipment. In addition, Emirates is known for its commitment to the highest standards of quality in every aspect of their business, providing premium service be it in first, business or economy class. We will look into a few P’s of the marketing mix that Emirates currently employ to become one of the most profitable airlines today. Product The airline has a younger fleet compare to the industry which portrays them as stable yet competitive airline in the world. Emirates also form an excellent business relationship from established aircraft makers Boeing and Airbus and currently the biggest Airbus A380 and Boeing 777 aircraft operator in the world. This has enable Emirates to be in good terms with those two manufacturers, which also give them an advantage in terms of priority delivery when purchasing new aircrafts from them. Emirates offer more destinations for its customers, 142 cities in 80 countries around the world thus giving them an edge over their competitors. They also serve four of the 10 longest, non-stop commercial...
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...Table Of Contents: Introduction SEAT: A Brief History Performance in recent years Weaknesses, Threats ad Opportunities Marketing Techniques and Motor Sport SEAT in the UK and Ireland Conclusions Bibliography Introduction: I have decided to write my dissertation on the Spanish car manufacturer, SEAT. I will examine how the company came into being in 1950 and how it got to where it is today i.e. a market leader in European and worldwide car sales. The reason I have chosen SEAT for the subject of my dissertation is that I have an interest in car companies and when researching potential topics SEAT interested me as it was the first real Spanish car company and the story of its rise to prominence was a very interesting one. In researching the topic I have found a number of valuable sources including books I located in the UCC library and a number of online sources such as journals and other websites. The opening chapter of my dissertation will be on the history of SEAT and its relationship with Fiat and later with Volkswagen. I will then examine SEAT as a modern day company, its recent performance and the direction in which it is headed. I will then look at the company’s advertising and marketing techniques, both historically and currently, as well as its role as a subsidiary of the Volkswagen group. Finally, I will draw a number of conclusions stating my findings, what I found most interesting...
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