Exclusive Summary

The Los Angels Lakers Club (LAL) is one of the most well-known basketball clubs of National Basketball Association (NBA). It has followed clear mission, which is to win NBA Championships, to attract new fans, strive tor providing good services for club members and also to promote NBA basketball to Communities. By following the strategic direction, the club had detailed analyses of its own existing situation as well as the environmental analyses. The strategies were made upon these analyses, such as prescriptive approach that indicated the club should have a plan in advance. On the other hand, it used emergent approach, which could support the club to maintain its sustainability development. Finally, the club evaluated their strategies frequently. Through the evaluation process, the club reflected itself. And then, it could provide useful information for them to sustain competitive advantage. For keeping the club running effectively, they should consider more activities and events to entertain the members. 1. Introduction
An awareness of the importance of the strategy to the sport organization has been recognized over these years. According to Johnson and Scholes (2002), strategy decided the direction and scope of an organization’s activities, and connects its external environment. In addition, as Hoye et al (2009) state, strategy can be an explanation of how sports organizations survive with competitions and sustentation.
As Forster (2006: 72) claims that “sport is intermediated, controlled and contested by great numbers of organizations” and “every sports organization must consider its own situation before developing a strategy and should not necessarily follow the strategy or direction of another” (Watt, 2003: 53). However, this does not mean to let the circumstances lead all activities. According to (Hoye et al, 2009: 87), “this