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Manchester United ”The Red Devils” • • • • • • Established in 1878 14 times winners of the league The most well known soccer club in the world Successful 90’s Turnover over £130 mil Traded on stock exchange United is not only a soccer club but also a business… Business idea • • • • • • • Football-team Cable network - MUTV Financial/banking institution Merchandise souvenier shops Museum Conference and catering Popular free-email service It is all about the brand… Sponsorship – opportunity for partnership Manchester Large fan base Partners Promotion together Sharing customers Marketing worldwide Well known consumer brands They got the whole world in their hands… Getting Global •Outlet stores •Broadcasting •Preseason games •Internet Different markets, different strategies… Merchandising -> Licensing Great Britain R&D Japanese market Production • • Long term strategy to develop commercial activities on an international basis Opportunity to seek specialist partners in product and marketing worldwide • Marketing Sales and services JSV - leading sport retailer – important costumer for NIKE – 5 year deal – 25 stores accross the country However, USA is not Japan… Reds pitch into US market R&D Production Marketing Upstream Downstream Upstream R&D • • • Downstream Production Sharing marketing information Developing sponsorship Exchange in merchandising Sales and services Marketing • • Sales and services Developing cross promotional programmes Sharing sporting knowledge So…. Conclusions •United is not only a soccer club but also a business •It is all about the brand •Different strategies in different continents •E-business Yes or No? •Clever strategy to enter Japanese market at this time… •Big Challenge to reach the US market •Partnership with market-leading companies in different fields
