Sports Industry: Analysis of Different Types of Organizations and their Interrelationships
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This report analyses the sports industry with focus on public, private and voluntary organizations. It explains the interrelationships between different functions and their link with organizational objectives and functions. It also discusses the positive and negative impact of macro environment on the company.
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Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 TASK 1............................................................................................................................................3 P1 Explanation of different kinds and purposes of organizations..........................................3 TASK 2............................................................................................................................................8 P3 Explain relationships between different functions and their link with organizational objectives and functions.........................................................................................................8 TASK 3............................................................................................................................................9 P4 Positive and negative impact of macro environment on the company..............................9 TASK 4..........................................................................................................................................11 P5 Internal and external analysis of the company to understand strengths and weaknesses11 P6 Explanation of interrelation between strengths and weaknesses and external environment factors...................................................................................................................................12 CONCLUSION..............................................................................................................................14 REFRENCES.................................................................................................................................15 2
INTRODUCTION Thesportsindustryisdiverseanddifferentorganizationsinvarioussub-sectors contribute to sale of wide range of sports products and services (Aghaei Shahri and Azimzadeh, 2021). This report focuses on the sports industry. The sports industry is analysed with focus on public, private and voluntary organizations in the industry. Factsheets providing insights into various sub-sectors of the sports industry is included in this report. The interrelation between various function of organization in the sports industry is also analysed in this report. The external and internal environment of sports organization is analysed in this report with creation of a traffic light chart. MAIN BODY TASK 1 P1 Explanation of different kinds and purposesof organizations Sports industry on a global scale has the current valuation of 291.5 billion GBP as for the year 2020 with the ratio for future progress at 3.4% since the year 2015.(Global Sports Market Opportunities and Strategies Report 2021: Sports Market Forecast to Reach $599.9 billion by 2025 as COVID-19 Lockdowns Ease, 2021). On a national the valuation of the sports industry in UK is valued at 3.1 billion great British pounds(Sports Facilities in the UK- Market Size2010– 2028, 2021). The British sports business landscape is highly diversified with different types of organizations including private sector, public sector and voluntary sports business enterprises. The information on sports industry is covered below; Private Sector Organization Company Overview: The private sector organization of the sports industry is Adidas. The company was founded in the year 1949.Adidas has operations present in one hundred and sixty international markets across the world with Nike, Under and Under Armour. These three companies have the highest market share of the sports private sector firms. The franchises of the company are available at 2,500 locations. Products and services: Adidas has three main lines of product segments which are apparel, accessories and footwear which are all focused on sportswear. Apart from this The company also produces sports equipment. 3
Mission: Themissionof the company is“tobecome the internationally leading company in the market for sports products with brand name related to sports passion and the global leader in the sporting goods industry with brands built on a passion for sports and a sporty lifestyle. As a brand the focus is on improvement in competitiveness.” Vision: Thevision of Adidas is“To become the internationally renowned leader which supports athletes in improving performances with high quality sports goods(Adidas Mission Statement and Vision Analysis, 2020).” Business Objectives: Thebusiness objectives of the company are provided below: To enhance the overall sales by margin of sixty percent alongside growth of income by fifteen percent in the upcoming 5 years. To improve technology and offer consumers best designs which can also be used for sports activities. Organizational Structure:The company has a matrix organizational structure. Public Sector Organization Company Overview: England and Wales Cricket board is the national governing body for Cricket in UK.The ECB runs successful England teams,international, regionaland recreational cricket, and runs participation programmes that get children active and playing cricket Products and services: The company ensures that Cricket sports are completed as per the regulations in England and cricket is promoted in the country. Mission: The mission of ECB is “To inspire the nation to choose cricket” Vision: The vision of the company is “To unite people and communities through cricket (Our Strategy, 2021).” Business Objectives: Grow and nurture core cricket through partnership and collaborations Provide inspiration through high performing team Improve accessibility of cricket Enhance connection with youth and child age individuals Bring positive change into the cricket of women and children Provide assistance to cricket communities OrganizationalStructure:TheorganizationalstructureadoptedbyECBishierarchical organizational structure. 4
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Voluntary Sector Organization Company Overview:England athletics is a prominent voluntary organization in the sports industry.England AthleticsEngland Athletics is the membership and development body for grassroots athletics and running clubs in England. Products and services: The company has the responsibility to conduct athletic events and promote athletics sports in UK. Mission: The mission of the company is “To act as an inspiration for athletic sportspersons from different backgrounds and various abilities to reach their full potential and create appreciation for the sport.” Vision: The vision of UK athletics is“To promote inclusivity in the sports of athletics and running for collective development.” Business Objectives: Thebusinessobjectivesof UK athletics are provided below: Participation: Young People and Running Club, club leaders and facilities Talented athletes Competition (Our Strategy, 2021) Coaches and Officials Organizational Structure: The organizational structure for this company is flat organizational structure. P2 Size and Scope of different types of organizations Private Sector Organization Size The size of Adidas is huge as it is present in 160 countries and has a physical and digital distribution network to reach large number of consumers. The global workforce of Adidas equals to 57,016 which further showcases the huge size of the company. Scope The scope of the company is large because it has huge global supply chain connected with large number of external parties impacting the global sports industry at a large scale. LegalStructure Sole Proprietorship:In this type of private sector legal structure, a single owner of the company is responsible for the loss and profits of the company (Ostrow, Nemec and 5
Smith, 2019). The financial transactions of the company along with any legal actions of the company are completed under the name of the single owner. The advantage of sole trader legal structure is that it can be formed easily. Partnership:This legal structure is created when two or more individuals start-up an enterprise with focus of carrying on the business in order to attain common objectives of profit. This legal structure is advantageous because it eliminates the gap in expertise and capital needed to create a successful entrepreneurial venture. Limited Liability Partnership:The main aspect of a limited liability partnership which separates from other type of partnershipis that each partner has limited liability. The main advantage of a private company adopting such legal structure is that it provides flexibility and corporate ownership(Allen, Kraakman and Khanna, 2021). These features support swift growth of the company. The legal structure of Adias is Limited Liability partnership. Public Sector Organization Size The size of England and Wales Cricket board is large as it consists of umpires cricketers and members across UK who are dedicated towards the betterment of the cricketing sports in UK. Scope The scope of the England and Wales Cricket board is also large because the governing body is concerned with completing both domestic as well as international activities related to cricketing in UK. LegalStructure Central government:This legal structure of a public company is under the control of the chief government of a country. The control of such public organizations extends to the whole country because it is the national governing body. State government:The government authorities of specific states or provinces control this type of public organization(Mwonzora, 2021). This means that such organizations have the limited control which is restricted to the specific area of the state or province. 6
Local government authorities:This legal structure is given to public organizations under the control of regional governing authorities which have responsibilities to a specific locality in a state or province is defined as local government authorities. The legal structure adopted by ECB is central government. Voluntary Sector Organization Size The size of UK athletics is huge with 18,00 affiliated clubs and organizations, 187,000 registered athletes and 30,000 licensed coaches and leaders and 5,200 officials. Scope The scope ofUK athletics is huge because it covers the area of athletic activities in England, Ireland and Wales. LegalStructure Trust;In this legal structure a legal entity is created which represents a fiduciary, agent or trustee on the behalf of a person or an enterprise. This type of legal structure is formed in order to administer, manage and eventually transfer assets of an organization to the primary beneficiaries of the trust(Wells, 2018). Unincorporated association:An ‘unincorporated association’ is an organisation set up through an agreement between a group of people who come together for a reason other than to make a profit. This type of organization does not require registration which makes it more suitable for small voluntary organizations. Company limited by guarantee:This is one of the most common legal structures used by voluntary organizations(Roberts, 2018). Under this legal structure profits are not removed from the organization as in the case off private organizations which are limited by shares. The legal structure adopted by UK athletics is company limited by guarantee. 7
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TASK 2 P3 Explain relationships between different functions and their link with organizational objectives and functions Finance and Marketing Function The finance function supports maintenance of stable financial health of the organization which provides the marketing function funding needed to conduct promotional activities. On the other hand the marketingdepartment supports growth of the company through engaging promotional activities which increase consumer base (Ferreira, Pimenta and Wlazlak, 2019). This helps reach the financial objectives of the organization. This type of interrelationship exists between the marketing and finance function and marketing function in case of Adidas. Matrix organizational structure of Adidas supports this interrelation as it creates nimble teams. The advantage of this interrelationship is that it helps the company complete marketing activities underlimitedbudgetandachieveorganizationalgrowth.Thedisadvantageofthis interrelationship is that dependency on marketing to attain funding can limit the funding resources of the company. HR and IT function The HR function provides training and career development opportunities to the IT employees which supports smooth completion of the IT function(Agnihotri, Sareen and Sivakumar, 2018). On the other hand the IT function facilitates development of technologies which ensure better HR management for the HR function. This type of interrelationship between 8
HR function and IT function helps Adidas create talented workforce and best in the industry IT infrastructure. The impact of the Matrix organizational structure of Adidas on this interrelation is that it supports interaction between different functional areas by improving flexibility. The advantage of this interrelationship is that it facilitates effective usage of technology while the disadvantage is that cyber security issues can negatively impact HR compliance at the company. R&D and Consumer Service The consumer service function provides information about consumer concern so that product and operation improvements can be made by the R&D function. The R&D provides innovative technology such as chatbots to increase the efficiency of consumer service function. This interrelationship between R&D and consumer service function at Adidias is affected by the Matrix organizational structure of the company. The matrix organizational structure promotes opencommunicationbetweenemployeesofdifferentfunctionalareaswhichhelpsin maintenance of such interdependent relationship. The advantage of this interrelationships is that it helps produce innovation at Adidas which provide additional value to the consumer. The disadvantage is that data gained from consumer service function can be difficult to interpret which can also lead to taking the R&D function in unprofitable direction with regards to improving innovation(Zhu and et. al., 2018). TASK 3 P4 Positive and negative impact of macro environment on the company Political Factors: The political tension between America and China affects the global sports goods and retail industry. This is because China is one of the primary areas which provide cheap labor and infrastructure for preproduction of sports retail goods. The political tension between USA and China along with the subsequent tariff imposed by the American administration affects retail sports goods supply chain and costs. Positive Impact: In case of Adidas the positive impact of such America-China Political Tension is that the company can maintain smooth supply chain and gain competitive advantage by relying on other developing nations for cheap labor such as Bangladesh. Negative Impact: Many of Adidas products are manufactured and sourced from China. The American Chinese political tension will negatively affect the production costs of Adidas. 9
Economical Factors: COVID-19 pandemic lower the growth of global economy and has disrupted supply chains of different sub-sectors of the global sports industry. Positive Impact: The positive reaction of vaccination campaigns all around the world, specifically in developed regions showcases a better economic future with recovery. Negative Impact: Adidas has faced loss because of the COVID-19 pandemic which equaled to 3.5 billion euros(Adidas has lost €3.5B of revenue in COVID crisis, 2020). The COVID-19 restrictions on social activity has reduces the sale of sports goods. Social Factors: The trend of body fitness is increasing among millennial and generation z. This trend affects sale of sports retail goods and services because sports is one of the most common ways of achieving fitness. Positive Impact: This provides Adidas the opportunity to increase sale of sports goods and athletic apparel by appealing to the fitness trends of younger generation. The respective organization will be able to gain huge profits from the young generation consumer segment by adopting to this emerging social trend. Negative Impact: The quickly changing fast fashion trends affects the sale of athletic apparel. This can affect the sale of Adidas athletic goods as there is already high competition in the sportswear industry. Technological Factors: The main technological factor which affects sports goods manufactures is the development in automation and AI technology is that it helps lower dependency on labor and improve operational efficiency(Sahu, Young, and Rai, 2021). Positive Impact: The usage of AI and automation technology can help Adidas save on labor costs and provide better designed sports goods to gain leading position in the sports retail industry. Negative Impact: Implementation of AI is associated with many challenges such as high computing power, trust deficit, cyber security and privacy issues. The usage of AI can be challenging and introduce barriers to success for Adidas. Environmental Factors: The sports retail industry is associated with unethical labor as many multinational brands in the past have been accused of using labor from modern slavery. Consumer demand and government concerns regarding such issue have increased focus on ethical business and sustainability in the sports retail industry. 10
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Positive Impact: In case of Adidas the company has adopted several policies and CSR initiatives to enhance sustainability and ethical business so that positive brand image is created. This can help the company gain better public perception in comparison to rivals. Negative Impact: Investing in improving ethical nature and sustainability of global supply chain is financially taxing for Adidas which can also lead to lower profit margins. Legal Factors: New technology solutions have been introduced which can help multinational organizations with regulatory compliance in different international market to ensure smooth movement of goods(Saputra, 2021). Positive Impact: The usage of such type of technology by Adidas can help the company smoothly deal with the legal complexity in the sports retail industry. Negative Impact: The dependency of Adidas on such technology for dealing with legal issues and regulations can create the problem of inability to handle region specific regulations and legal requirements such as Emiratization. This UAE specific legal requirement involves ensuring employment of certain amount of UAE citizens in the company. This kind of regional legal requirements cannot be completely understood by technological program because it is related to region specific issues and government policies. CompetitionFunding ActivityLegal ComplexityInvestment TASK 4 P5 Internal and external analysis of the company to understand strengths and weaknesses SWOT Analysis StrengthsWeaknesses AdidasisaninternationallyThe company outsources its production in 11 HighHigh Mediu m High
recognized sports brand and is famous for its high quality. Thecompanyconstantlyinvestsin offeringinnovativeproductsand diversifying product range as per new trends. countries which offer cheap labor such as China and Vietnam. This has increased the risk of depending on foreign suppliers. The legal battle with Nike related to patents harms the image of Nike(Nike Prevails in Latest Fight with adidas Over Their Rival Knitted Footwear Technology, 2020). OpportunitiesThreats Adidas has the opportunity to make profit from the Athliesure trend. The company has theopportunity to diversify sporting equipment offered by the company and target different sports. The company faces extreme competition in the sports retail goods industry which is threat to market share. ThefakeproductcirculationofAdidas brandisthreattotheprofitsofthe company. P6 Explanation of interrelation between strengths and weaknesses and external environment factors Political FactorsEconomical FactorsSocial Factors StrengthsComplyingwith differentgovernment policiesisbeneficial forinternational growth of Adidas. Economicgrowthin developingcountrieshelps thecompanyincrease profits(Alabdullah, 2020). Therisinginfluenceof socialmediainfluenceon sports apparel trends can be used by Adidas to market new products. WeaknessThepolitical instabilityoftrade wars affects expansion potential of Adidas. Thedecreaseinconsumer confidencebecauseof pandemicaffectsfinancial recoveryofAdidasfrom COVID-19 loss. Thefastchangingsocial mediafashiontrends negativelyaffectprofit potential of Adidas apparel. Technological Factors Environmental FactorsLegal Factors StrengthsTheriseofe-TheCSRprogramsAdidashascreatedstrong 12
commercehelps Adidasreachlarger audience. undertakenbyAdidasto improve sustainability help improve brand image. supplychainbyensuring compliancewithglobal legal requirements. WeaknessCyber-securityissues andthreatsofcyber fraudarethreatfor Adidas(Sacks and Li, 2018). Theshort-termimpactof CSR programs on financial health of Adidas can limit investmentinotherareas such Theineffective internationalpatentrights protection has lead to high counterfeitingofAdidas products. 13
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CONCLUSION From the above report it can be concluded that different sub-sectors of the sports industry fulfill different goals. The legal structure and scope of these sub-sectors is different. The internal departments in an organization affect each other. Marketing function supports finance function by managing growth of the business while financial function arranges finance needed for marketingcampaigns.Theinternaldepartmentsofanorganizationarealsoaffectedby organizational structure. The external environment affects organizations in negative and positive way which can be determined through PESTELL analysis. The internal environment and external environment factors are related and contribute to strengths and weaknesses of a company. 14
REFRENCES Books and Journals Aghaei Shahri, M. S. and Azimzadeh, S. M., 2021. The Infrastructure, Peripheral, Organizational and Market Relations in the Iranian Sports Industry.Sports Business Journal,1(1). pp.119-130. Agnihotri, S., Sareen, P. and Sivakumar, P., 2018. A Comprehensive Model for Competency Mapping: Connecting Organizational Goals with Employee Competencies and Strategy Driven HR Functions.Asian Journal of Management,9(1). pp.697-701. Alabdullah, T.T.Y., 2020. Growth of companies: Empirical study of the companies listed in developing economies.Journal of accounting Science,4(2). pp.1-10. Allen, W. T., Kraakman, R. and Khanna, V.S., 2021.Commentaries and cases on the law of business organization. Wolters Kluwer. Ferreira,A.C.,Pimenta,M.L.andWlazlak,P.,2019.Antecedentsofcross-functional integration level and their organizational impact.Journal of Business & Industrial Marketing. Mwonzora, G., 2021. Demolitions of Informal Business Structures in Harare, Zimbabwe Under theGuiseofCOVID-19CityCleanUp.JournalofAsianandAfricanStudies, p.00219096211058878. Ostrow, L., Nemec, P. B. and Smith, C., 2019. Self-employment for people with psychiatric disabilities:advantagesandstrategies.Thejournalofbehavioralhealthservices& research,46(4). pp.686-696. Roberts,J.,2018.Multinationalbusinessservicefirms:developmentofmultinational organization structures in the UK business service sector. Routledge. Sacks, S. and Li, M.K., 2018.How Chinese cybersecurity standards impact doing business in China. Center for Strategic and International Studies (CSIS). Sahu, C.K., Young, C. and Rai, R., 2021. Artificial intelligence (AI) in augmented reality (AR)- assistedmanufacturingapplications:areview.InternationalJournalofProduction Research,59(16). pp.4903-4959. Saputra, B., 2021. Modelling Australian Transaction Reports and Analysis Centre (AUSTRAC) for Indonesia in Order to Combat Financial Crime.NEGREI: Academic Journal of Law and Governance,1(2). Wells,P.,2018.Degrowthandtechno-businessmodelinnovation:Thecaseof Riversimple.Journal of Cleaner Production,197. pp.1704-1710. Zhu and et. al., 2018. How supply chain analytics enables operational supply chain transparency: An organizational information processing theory perspective.International Journal of Physical Distribution & Logistics Management. Online Adidashaslost€3.5BofrevenueinCOVIDcrisis,2020.[Online]Availablethrough <https://engageemployee.com/adidas-has-lost-e3-5b-of-revenue-in-covid-crisis/> AdidasMissionStatementandVisionAnalysis,2020.[Online]Availablethrough <https://www.astrogrowth.com/blog/adidas-mission-statement/ > Global Sports Market Opportunities and Strategies Report 2021: Sports Market Forecast to Reach $599.9 billion by 2025 as COVID-19 Lockdowns Ease, 2021.[Online] Available through <https://finance.yahoo.com/news/global-sports-market-opportunities-strategies- 080800261.html#:~:text=The%20global%20sports%20market%20reached,a%20rate%20of %20%2D15.4%25> 15
Nike Prevails in Latest Fight with adidas Over Their Rival Knitted Footwear Technology, 2020. [Online] Available through <https://www.thefashionlaw.com/nike-prevails-in-latest-fight-with- adidas-over-their-rival-knitted-footwear-technology/> Our Strategy, 2021. [Online] Available through <https://www.ecb.co.uk/about/what-we-do/our- strategy > OurStrategy,2021.[Online]Availablethrough <https://www.englandathletics.org/about-us/about-us/our-strategy/ > SportsFacilitiesinthe UK-MarketSize2010–2028,2021.[Online]Availablethrough <https://www.ibisworld.com/united-kingdom/market-size/sports-facilities/> 16