Consultancy Report for LCFC: Enhancing Fan Experience (ENTE5003)

This consultancy report focuses on Leicester City Football Club (LCFC) and aims to analyze and improve fan engagement strategies. The report begins with an introduction to the club and the importance of digital technology in sports. It then outlines strategic aims, including understanding the current market, investigating digital fan experiences, and providing recommendations. The report includes an overview of research methods, a business model canvas, and external and internal analyses using tools like SLEPT, Porter's Five Forces, SWOT, and TOWS. It also covers organizational culture, stakeholder analysis, benefits and limitations of fan engagement, and quantitative resources and qualitative risks. Finally, the report provides recommendations for improving fan interaction both during and outside of the game, and concludes with a list of references.

Consultancy report for
lcfc

Overview of the presentation
 Introduction
 Strategic aims
 Implications of research methods
 Business Model Canvas
 External Analysis
 Internal Analysis
 Organization culture analysis
 Stakeholder Analysis
 Benefits and limitations
 Qualitative resources and qualitative risks & returns
 Recommendations
 References

Introduction
 The consultation will focus on Leicester City Football Club (LCFC). LCFC is an English football
club based in Leicester, East Midlands.
 The club plays a home game at The King's Stadium and plays in the Premier League. Clubs
use a variety of digital technologies to take advantage of sports fans and sports consumers.
 The advent of digital technology has allowed us to explore different types of interactions with
fans to support the success of sports teams.
 Various innovations in digital technologies are used to reach fans and lure them to clubs.
 The aim of the project is to investigate the most important factors of identifying and
analysing fans' experiences for the interaction of the fan team. It is used to develop and
develop strategies to improve interaction with LCFC teams outside of games, during and
after the season.
 The consultation programme will allow football clubs to connect with sports consumers and
increase their participation in sport.
 Consulting projects explored by strategic drivers will strengthen contacts with digital fans,
whose numbers continue to grow.

Strategic aims
 Project Objective 1: To understand the current market segment of
sports fandom and sports consumerism existing in England by
providing evidence of online fans.
 Project Objective 2: To investigate the current digital fans and
investigating their experiences
 Project Objective 3: To arrive at project findings in terms of supporter
engagement and consistent and fan experience
 Project Objective 4: To provide recommendations that can enable
LCFC to adopt strategies that can enhance interactions and enable
fans connectiveness with the team

Implications of research methods
 Market research is the process of collecting market and market
information.
 This consulting project aims to diagnose targeted segments of
abstract markets, consulting, fan and consumerism.
 Initial studies have not yet been approved as their shortcomings are
linked to biased surveys and sampling errors that can lead to
information leaks.
 In addition, secondary market research will collect data from effective
and known research data that will allow for more concrete
conclusions of the report and make recommendations.

Business Model Canvas
Key Partners
o Media
o Advertisement
companies
o Other club
partnership
o League partnership
Key Activities
o Conducting matches
o Recruiting players
o Fan engagement
o Club engagement
activities
Value Propositions
o High price with
high associated
customer
experience
Customer Relationships
o Fan engagement
strategies
o Personal assistance
o Engagement in
communities
Customer
Segments
o Fans in
England
(Niche
Market)
o Fans around
the world
(Mass Market)
Key Resources
o Finance resource
o Physical resource such
as club property
o Intellect property such
as club data
Channels
o Over the matches
engagement
o Social media
engagement
o Digital engagement
Cost Structure
o Value driven – Less concerned with cost
Revenue Streams
o Sale of tickets
o Sponsorship received from fans and
consumers

External Analysis- SLEPT
 This analysis contains five factors that influence the consultant's
report when developing a strategy that attracts fans.
 The impact of England's economic factors in the advisory report
includes stable market conditions that allow fans to pay the club the
amount of tickets they charge.
 The British political factor influencing the club is a positive
bureaucratic effect.

External Analysis- Porter’s 5 forces
 Customers of the services and goods of these clubs can choose from
their products and services.
 There is a bit of a threat to newcomers to England, but in the wider
global market there are leagues and sports clubs.
 With the growth of some clubs and sports leagues, alternative
products are in great danger.

Internal Analysis - SWOT
Strengths
 Brand recognition
 Brand loyalty
 Financial resources
Weaknesses
 Absence of global digital marketing
 Absence of social media marketing
 Absence of fan engagement
Threats
 Losing out on fan capturing
 Losing on financial resources
 Losing out on brand capturing
Opportunities
 Generate fan and consumer engagement
strategy
 Make tie-up with digital agencies and social
media marketing companies for reaching out to
maximum possible consumers

Internal Analysis- TOWS
Strengths Weaknesses
Opportunities SO Strategy Options
 Increase brand recognition to capture
additional fans
 Enhance brand loyalty through digital media
strategies
 Increase financial resources
WO Strategy Options
 Hire digital marketing agencies to overcome
weakness
 Adopt social media marketing strategies
 With digital and social media undertake fan
engagement
Threats ST Strategy Options
 Use brand recognition to capture fans
 Use existing finances to attract additional
resources
 Make use of brand loyalty to capture
additional fans and consumers
WT Strategy Options
 Fan and consumer engagement strategy can
help attract additional fans and create a
sustainable market base
 Digital agencies and social media marketing
companies can enable reaching out to
maximum possible consumers

Internal Analysis- CRM Value
Proposition
 Club products : Sale of tickets, merchandise and other donations to
the club.
 Prices of tickets and products: High
 Traditional marketing strategies
 Venue: Stadium
 Factors influence: Design of the club's fan participation strategy.

Organizational Culture
 Organizational culture of the club
 Use social media and digital marketing strategies

Stakeholder Analysis
Power/ Influence
Keep them satisfied
o Client Company
o Director
o Fans
Manage closely
o Senior Associate of club
o Manager
o Club players
Keep an eye (Monitor)
o Associates
o Interns
Keep them informed
o Financers
o Bank
o Credit Rating agencies
o Governmental bodies
Interests/ Impact

Benefits of fan engagement
 Brand awareness
 Improved viewership
 Higher revenues
 Creating sustainable fan base

Limitations of fan engagement
 Using it for only marketing activities
 Targeting without knowing fan demographics
 Unable to make personal connections
 Inability to engage year-round fans and consumers
 Not recognizing loyal customers

Quantitative resources and
qualitative risks and returns
 Business Processes identification
 Strategic Benefits
 External Factors Recognition
 Internal functions and processes analysis
 Understanding of the organisation culture
 Recognising stakeholders of the organisation

Recommendations
 Outside the game
 Throughout the season
 After the season

References
 Herrera, D., Valerio, G. and Rodríguez-Aceves, L., 2018. Digital
engagement and social identity of sports fans: the case of Premier
League teams on facebook. Revista Iberoamericana de Psicología del
Ejercicio y el Deporte, 13(1), pp.59-69.
 Numerato, D., 2016. Behind the digital curtain: Ethnography, football fan
activism and social change. Qualitative Research, 16(5), pp.575-591.
 Pearson, R., 2010. Fandom in the digital era. Popular
Communication, 8(1), pp.84-95.
 Reijnders, S., Zwaan, K. and Duits, L. eds., 2014. The Ashgate research
companion to fan cultures. Ashgate Publishing, Ltd.
 Visser, J. and Richardson, J., 2013. Digital engagement in culture,
heritage and the arts.

Thank you

Any Questions?