1SPORTS BUSINESS AND COACHING Executive Summary The main objective of this report will be to demonstrate the application and the understanding of business to business buying behaviour for Manchester United on a match day at Old Trafford. This report will also help to contextualize their impact on the business to business marketing. The buying behaviour which will be focused in this report will be catering services provided n the match days at Old Trafford.
2SPORTS BUSINESS AND COACHING Table of Contents Introduction................................................................................................................................3 Match day Services of Manchester United................................................................................3 Key Issues in Catering Services.................................................................................................4 Procedure of Canvassing............................................................................................................6 Conclusion..................................................................................................................................7 References..................................................................................................................................8
3SPORTS BUSINESS AND COACHING Introduction The main objective of this report will be to demonstrate the application and the understanding of business to business buying behaviour for Manchester United on a match day at Old Trafford. This report will also help to contextualize their impact on the business to business marketing. The buying behaviour which will be focused in this report will be catering, and will be applied on a match day against Barcelona, in an UEFA Champions League Quarter Final match. There are most important tasks that the club must carry on in order to accomplish the business purposes for them, so that the amount can be utilized in advancement of the catering services for Manchester United. To become successful in the football market place, the 141-year-old club should perform key actions that would be normally dictated by the business model followed by the club, and all these key activities would help to achieve the value proposition, reaching to the segment of supporters, sustain the relationship with the supporters and clients and creation of long-term revenue streams for the historic club (Brown 2013). Match day Services of Manchester United Manchester United is one of the major football clubs in not only on the United Kingdom, but also throughout the world. The club is based in Old Trafford, having the nickname of the Red Devils. The club was founded in the year of 1878, and possesses a huge fan base in and around the world. The club possesses one of the strongest brand names in the sport of football. Apart from the other services provided by the management of the club, the Catering Department also possesses some unique features while providing food and drinking facilities to the supporters as well as the management officials and other dignified guests who are coming on the match days in order to experience the thrill in what is called The Theatre of
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4SPORTS BUSINESS AND COACHING Dreams. This would help to provide a once in a lifetime experience for the people who would visit the match against Barcelona (Sihvonen 2014). In the match days, for example, the match against Barcelona, guests or supporters who will seat in the Hospitality Sites or Box Areas need to be attended by the organization who will be providing the catering services. The people will be served the refreshments along with the welcome drinks apart from the water, which will be provided at the time of the arrival. The bar section is also included in this services and this also would be provided to the guests as well as to the supporters. This actually would be done by a pleasant manner along with some welcoming and cheery personality, which need to be possessed by the catering service providers. The football club is also well known for its world class hospitality, which includes three course meal and comp bar. This historic club enjoys of having 21 suites and over 140 boxes as the hospitality options and the companies who are providing the catering services need to look after all the available options present o each and every match day, like this match against Barcelona (Dima 2015). Full dining options are available on these days for the supporters along with the dignified guests and members of Manchester United as well as the visiting club. The rates of the food and drinks available would vary according to the hospitality boxes and suites in the stadium. The members may enjoy some offers and discounts, which would also vary on the type of membership cards the member is having. The overall system needs to be preplanned well and carried out effectively and efficiently, so that the supporters and the guests can enjoy once in a lifetime experience, mainly for those supporters who cannot come to enjoy the football matches for their favorite club in daily basis (Blumrodt, Desbordes and Bodin 2013).
5SPORTS BUSINESS AND COACHING Key Issues in Catering Services The owners or the senior level managers of the companies who provide these catering services for the football clubs on their match days. This is a huge task as thousands of people who come on these match day matches to support and enjoy their favorite clubs. To entertain them apart from the football is the presentation of food and drinks, apart from other services which includes in the catering services of these organizations. Building and maintaining the relationships with the club management of Manchester United is the first and foremost step that the catering service organization must look on. Relationship is a crucial thing in the hospitality sector. Thousands of people are associated with the matches that are held on The Theatre of Dreams, another iconic name of the stadium of Manchester United. They need to submit the overall plan of hat new and innovative things they can do in order to connect with the club and gain the competitive advantage over its rivals by bagging the contract with the club of Manchester United. Innovative ideas are another crucial thing in the catering services which helps to attract new clients as well as earn revenues for the catering service providing organizations. The people who would come to visit to witness the match of the team of Manchester United need would be able to enjoy the facilities provided by the catering service provider organizations. One club may employ more than one catering service provider organization at a time. The services are also included in the areas like the fan zones and entry-level hospitalities areas, where refreshments are provided to the people who would come to enjoy the football match of Manchester United (Dolles and Söderman 2013). The refreshments and the welcome drinks would include water, fruit juices, beers, sodas, tea, coffee and others. Separate units are there for each of the types of drinks that would be provided to the supporters as well as guests. There is presence of chefs who are cooking live and serving freshly cooked foods to the guests and dignitaries. An executive lounge is also present where the catering service providers would be serving plated dining.
6SPORTS BUSINESS AND COACHING Manysecuritymeasuresareneedtobetakenbythestaffsandemployeesofthis organizations or the employees of Manchester united in the context of serving foods and drinks to all the people associated with the match days. In the foods department, the famous street foods are available within the stadium so that people would be able to enjoy them with witnessing the football match. On the other hand, different types of foods would be there in the fine-dining packages which are usually served in the corporate boxes. Those may include the foods for which the city of Manchester is famous for (Pringleet al2013). A bar is available on the concourse area for fans. Some local food companies would also be contracted in order to serve local foods to the fan zones. This would help to attract the people to come and enjoy some spectacular moments in the stadium. Another plan that the club management has taken is the involvement of the local community in order to offering food which would provide fresh as well as organically grow products for match day catering. This would include fruits, vegetables and honey. All these would be branded under the official name of Manchester United, and the money earned would be distributed by the club management and the shop owners. There would be contracts on yearly basis with all these food shop owners (Robertset al2016). Procedure of Canvassing As discussed above, the overall system needs to be preplanned well and carried out effectively and efficiently, so that the supporters and the guests can enjoy once in a lifetime experience, mainly for those supporters who cannot come to enjoy the football matches for their favorite club in daily basis. Prior advertisements are given in different social media platforms along with the printed versions on different newspapers and magazines along with the visual formats on televisions through various media channels. As number of tech savvy are increasing day by day, it would be easier to attract the catering service provider organizations with the help of the various social media platforms. The interested parties
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7SPORTS BUSINESS AND COACHING would be called for briefing about the contract agreements and negotiations. The most suitable organization would be given the contract, which would mainly be done with a contract for multiple years. More than one business houses are usually contracted so that the huge task of catering services would be distributed among them, and no services are hampered on the match days in front of thousands of supporters along with the dignified guests and other people. The services provided by them are analyzed and judged by the club management of Manchester United, and on the basis of that the decision of the contract renewal would depend (Homayounifar, Mosaveri and Shahriari 2014). Conclusion From the above report, it can be concluded that the catering services forms a major and crucial part in the match days of the club of Manchester United, and it helps to provide some cherishable moments for the fans, followers and guests. Competition also lies in providing of catering services by the clubs on their match days throughout the England as well as Europe, apart from the football matches.
8SPORTS BUSINESS AND COACHING References Blumrodt, J., Desbordes, M. and Bodin, D., 2013. Professional football clubs and corporate social responsibility.Sport, business and management: an international journal,3(3), pp.205-225. Brown, A., 2013. ‘Our club, our rules’: fan communities at FC United of Manchester. InFootball and Community in the Global Context(pp. 60-72). Routledge Dima, T., 2015. The Business Model of European Football Club Competitions.Procedia economics and finance,23, pp.1245-1252. Dolles, H. and Söderman, S., 2013. The network of value captures in football club management: A framework to develop and analyze competitive advantage in professional team sports.Handbook of research on sport and business,3(8), pp.418-432. Homayounifar, M., Mosaveri, K.P. and Shahriari, E., 2014. Football marketing and its effect on economic boom.Atlantic Review of Economics,2, pp.1-26. Pringle, A., Zwolinsky, S., McKenna, J., Daly-Smith, A., Robertson, S. and White, A., 2013. Delivering men's health interventions in English Premier League football clubs: key design characteristics.Public Health,127(8), pp.716-726. Roberts, A., Roche, N., Jones, C. and Munday, M., 2016. What is the value of a Premier League football club to a regional economy?.European Sport Management Quarterly,16(5), pp.575-591. Sihvonen, M., 2014.Public service priorities in transition: catering for minority interests in the public service media environments of the UK and Finland(Doctoral dissertation, Manchester Metropolitan University).