Analyse of the Situation of Manchester United

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4G – Corporate Strategy

Assignment 2

Instructions:

Please, read the Manchester United Case carefully, then, answer the questions using the template provided.

Format:

* Individual based
* Font: Times New Roman, 12, single space
* Max 4 pages (See below)
* Page 1 (list of stakeholders)
* Page 2 (Stakeholder mapping : actual situation from the case) * Page 3 (Stakeholder mapping: preferred situation)
* Page 4 (Justify the “preferred” mapping)

Name of the student: Sarah Laurent
Class: 4G13

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Question 1: Please, list all the stakeholders of Manchester United, and sort them on, based on pertinent criteria -------------------------------------------------

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Stakeholders from economic environment
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Commercial partners: they manufacture derivates products like football shoes and jersey. They are very involved in the success of the team because of this success depends on their income. -------------------------------------------------

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Competitors from other football clubs.They have an interest in Manchester United lose match. -------------------------------------------------

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Sponsors: thy gain popularity when Manchester united win matches

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Médias : Thanks to the success of football and major clubs such as Manchester United, the media generate the ratings * -------------------------------------------------
Outlets: Some popular clubs Manchester United is a partner of Nike who owns boutiques and markets products of the club. Therefore, the success of the club generates profit for Nike. * -------------------------------------------------

Stakeholders from legal environment
* association or a charitable organization : The club boosts its profile by participating in charitable works

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Stakeholders from sociological environment
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Fans : The fans have an opinion very important because they are carrying a positive or negative image of Manchester United * -------------------------------------------------
Government : they support they national team even financially * -------------------------------------------------
Players : they are part of the team so they are directly affected by its reputation, its success or failure * Football organizations: they manage large national or international event for football * -------------------------------------------------

Managing staff : they strongly influence the motivation of players -------------------------------------------------

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Stakeholders from financial environment
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Board of directors: they manage all the important financial decisions and they decide to team strategy without paying attention to the sport aspect. * -------------------------------------------------

Shareholders: They often invest lots of money and therefore pay attention to the reputation of the club to control their return on investment. * -------------------------------------------------

Bank and insurance : they invest money in Manchester United club -------------------------------------------------

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Question 2: Please, fill out the stakeholder map of Manchester...
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