Business Strategy Assignment (Solution)
Added on 2020-10-05
11 Pages3267 Words117 Views
Leadership ManagementPolitical Science
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Business Strategy
Table of ContentsINTRODUCTION...............................................................................................................1(a) Identification of Manchester United’s key stakeholders and evaluation of theirlevel of power and attention in relation to the Stakeholder Mapping model. How mighttheir expectations differ and possibly conflict?..........................................................1(b) Critical evaluation of how key cultural characteristics of Manchester Unitedchanged from PLC in 1991 until today......................................................................4(c) Implication of these changes for current and future strategy..............................6CONCLUSION...................................................................................................................7REFERENCES..................................................................................................................8
INTRODUCTIONBusiness strategy can be described as the long term planning of an enterprisewith the aim of achieving its goals and objectives (Cooper and Johnston, 2012). It is themeans by which the company carries out its operations to achieve the desired results.The present report is based on Manchester United Football Club (MUFC), commonlyknown as Man United which is a professional football club based in Old Trafford,Greater Manchester, England that competes in the Premiere League (Scholl et. al.,2014). This report identifies key stakeholders of the company and their interest andpower in relation to Stakeholder Mapping model. Also, the diversity in their expectationsand their implications is included in this report. Along with this, changes in culture ofenterprise over time and its impact on current and future strategy of company isdiscussed.(a) Identification of Manchester United’s key stakeholders and evaluation of their level ofpower and attention in relation to the Stakeholder Mapping model. How might theirexpectations differ and possibly conflict?Introduction: This section identifies the key stakeholders of Manchester United. Also,with the help of Mendel's Stakeholder Mapping Model, 1884, the diversity in power andinterest of the identified key stakeholders of the company is ascertained. Furthermore,this section analyses the variance in expectations of various stakeholders that influencethe functioning and policies of the club due to the culture and beliefs of ManchesterUnited. Besides that, the probability of conflicts owing to variation in their expectations ishighlighted.Main Body: The organisational structure of Manchester United FC is well defined andseparated intotwo aspects: management ‘on the pitch’ and ‘off the pitch’ (Capasso andRossi, 2013). The major reason behind success of MUFC has been a clear descriptionof the responsibilities and authorities of the functions of MUFC. Manchester Unitedfollows a strong corporate governance structure. The owner of MU is The Glazer Familywho only operate at the Board level andleaves day-to-day management of team to thestaff. This makes the 350millionfans of MUFC to continue to consider themselves like1
‘owners’ of the club (Kiernan and Porter, 2014). This enables the club in buildingstrongerbrand equity for company.Key stakeholders are those individuals, groups or institutions that directlyinfluence or are influenced by the decisions, policies and objectives of an entity. Inrelation to MUFC, the key stakeholders identified are The Glazer Family, managers,employees, media, alliances, government, banks and public institutions, investors,media, commercial partners, pressure groups, sponsors, fans, competitors etc (Dollesand Söderman, 2013). Glazer Family and Board is directly linked to the decision makingteam of MUFC, thus their interest in company’s functioning and success is imperativeand obvious. Also, being the sole decision makers of the club, they possess a lot ofpower to make a change or bring any transformation in the management andfunctioning of club. Also, large firms support Manchester United as a part of theirpromotional strategy (Cooper and Johnston, 2012). Sponsors like AON haveexpectations of winning from the club as this would ensure recognition of their name in apositive manner among media and audience (Millward and Poulton, 2014). Also, mediais always interested in the operations of club as they always have a news to present topublic in relation to the club . The interest in club is due to the high admiration that clubreceives from fans and supporters.PremierLeague, UEFA,FIFA andother internationalsports organizations also possess an interest as they want maximum business from theclub so as to gain popularity among masses and gain huge funds from ticket fares.The goals and objectives of any enterprise are governedby its key stakeholders(Phillips, 2015). These key stakeholders are determined with the help of stakeholdermapping. This process comprises of making decisions upon two aspects. One isdeciding how interestedthe stakeholders are to impress their expectations ontheorganisational strategical choice (Porter, 2015). Second is to decide upon the extentto which stakeholders possess power to impose their wants. Mendel’s Model is a widelyused method for stakeholder mapping.For Manchester United, thestakeholder map isdescribed follows:2
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