Manchester United Take Over

Masters
Case Study
Business
Pages 14 (3514 words)
Download 0
Is Malcolm Glazer's take-over of the sporting institution that is Manchester United a venture to enhance the US tycoon's own personal wealth or, elevate the brand name of the already flourishing franchisee With soccer's continuing status as the world's largest spectator sport, enjoying a high percentage of TV coverage and viewership, sold out match attendances and cross continental merchandizing, the high revenues these sources generate presents a lucrative business opportunity…

Introduction

Acquiring the Man United brand means more than just owning a trademark. Brand acquisition gives an opportunity for brand exploitation. And nowhere is brand exploitation more rampant and unrestrained than in the United States. As a hunting ground to further the Man United brand image, the US holds vast potential, and this is where Glazer's extensive marketing skills and resources come into play. But the US market is very competitive. Soccer has to contest with traditional American sporting pastimes like baseball, American Football and basketball. Soccer's rising popularity though, over the past ten years due in part to the 1994 World Cup held in the states could make Man United a household name as is the case in other countries around the globe. Even in Asia where Man United has a huge base of fans who neither speak English nor know where Britain is, brand image has rooted itself in the public mindset.
Contrary to popular perceptions, Man United already has a fan following in the US, albeit a small one. ...
Download paper
Not exactly what you need?

Related papers

Business strategy: Manchester United FC: continuing success but at what cost?
Analysis of the company SWOT analysis Swot analysis is considered to be a tool for making strategic decisions of an organization which helps in the evaluation of different aspects of the company like its strengths, opportunities, weaknesses and threats encountered by the organization (Pahl, & Richter, 2009, p.1). STRENGTHS WEAKNESSES Brand image Sir Alex Ferguson as a manager Ticket revenue…
Manchester City - Management Success
As a player, Mancini lifted four Italian Cups, the Serie A (1991 and 2000), the Cup Winners' Cup (1990 and 1999), the Italian Supercup, and the UEFA Supercup and was voted the Serie A Player of the Year and Italian Footballer of the Year in 1997. These achievements clearly manifest his talent and capabilities. However, it was the oddly immense powers that he wielded as a key player at Sampdoria…
business planing (spanish restaurant)
The key objective of the restaurant will be to deliver customers with excellent eating experience on every visit. The key for gaining success for ALJARAFE restaurant in the market of the UK will be to provide unique as well as contemporary dining experience, to control the expenses and to concentrate of employee retention. Through proper planning, ALJARAFE restaurant will also aim to create an…
Sports Marketing
De Varona (1999) provided an interesting view in marketing sports enumerating among others the mix of myths, management, marketing, media and money with regards to women in sports. Interestingly, each was related to organising world-class sporting events that are also male dominated.…
Aviation and Climate Change
Due to increase in number of fights, aircraft emissions can affect climate considerably. Carbon dioxide and water do so directly, others effects like production of ozone in the troposphere, alteration of methane life time, formation of contrails and modified cirrus cloudiness, are indirect causes. The emissions that can affect stratospheric ozone i.e. nitrogen oxides, particulates and water…
Malcolm Glazer's Acquisition Of Manchester United
As we know that the finance department plays a vital role in every organization and ensures that the organization has enough resources and liquidity to meet its legal obligations as well as facilitate its shareholders. The primary goal of the finance manager is to ensure that his company has adequate supply of capital and sufficient statutory reserves. The ultimate goal of every organization is…
Manchester United Take Over
Acquiring the Man United brand means more than just owning a trademark. Brand acquisition gives an opportunity for brand exploitation. And nowhere is brand exploitation more rampant and unrestrained than in the United States. As a hunting ground to further the Man United brand image, the US holds vast potential, and this is where Glazer's extensive marketing skills and resources come into play.…