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SWOT analysis on Manchester United Essay Example

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SWOT analysis on Manchester United

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In order for the fans to buy tickets for their clubs, the team’s performance eon the pitch has to be impressive. This is evidenced by the occurrence in 2012/13 English Premier League (EPL) season when Arsenal’s performance deteriorated, and a section of fans threatened to boycott the matches. In order to quell the unrest which could have been catastrophic to the business, the arsenal management responded by signing a Real Madrid player, Mesut Ozil as Cleland and Dixon (2014) refutes. Still, this argument of pitch performance being irrelevant to overall financial outlook of a club is rendered invalid by observing other smaller clubs playing the EPL. It is, sadly, noted that smaller clubs have to sell some of their rising stars in order to remain afloat because of the fan base and lack of involvement in the top-flight football. Therefore, a team’s pitch performance is vitally important, and firmly intertwined with its financial capabilities.In fact, conducting a SWOT analysis for MUFC will show that this notion is indeed invalid. One of the major strengths of MUFC is the brand name, which has seen many fans around the globe subscribe to its services. Szymanski (1998) equated MUFC with Coca-Cola implying that the club’s success is evident despite competing in an overcrowded field. Further, it is asserted that the reason for this success is the fans’ preferences of the brand name in comparison to the rivals. In essence, it means that the many fans following Manchester united by buying its services do so because of this brand name. The brand name has been a result of the performance eon the pitch, not other revenues. In other words, had MUFC been performing poorly, the fans would hardly be supporting, hence a plummeting of income.Secondly, MUFC has an excellent marketing strategy that entails global presence, sponsorship with various companies and connecting with fans around the world. In a bid to ensure that the brand continue around the world, MUFC has listed Audi, AON, Chevrolet, Turkish airlines, Sharp and others as some of the sponsors . Normally, this helps in spreading the club’s brand name in various parts of the world. Worldwide, the club has 333 million fans with 190 coming from Asia meaning the club’s popularity is indisputable (Schwartz, 2014).As a result of these two strengths, a third one is evident in the case of MUFC where revenues collected are connected to the strengths above. First,

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Baines, P. and Fill, C. (2015). Chapter 5: Marketing Case Insight 5.1: PJ Care. [online] Oxford

University Press. Available at: http://global.oup.com/uk/orc/busecon/business/baines3e/studentlecturer/videos/ch05/transcript [Accessed 19 Feb. 2015

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Cleland, J. and Dixon, K. (2014). ‘Black and whiters’: the relative powerlessness of ‘active’

supporter organization mobility at English Premier League football clubs. Soccer & Society, pp.1-15.

Leleur, S. (2012). Complex strategic choices. London: Springer.

Schwartz, Peter J. (22 April 2014). "Manchester United Again The Worlds Most Valuable

Soccer Team". Forbes Magazine

Szymanski, S. (1998). Why is Manchester United So Successful?. Business Strategy Review,

9(4), pp.47-54.

UEFA.com, (2014). UEFA Champions League - News – UEFA.com. [online] Available at:

http://www.uefa.com/uefachampionsleague/news/newsid=2146867.html [Accessed 19 Feb. 2015].


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preview essay on SWOT analysis on Manchester United
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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