Chapter 5: Developing a Global Vision

Over the years Manchester United has delivered a strong performance both as a team and business. Manchester United has the best record in Europe with sell out crowds every game day. Soccer in Europe is not just a sport but part of their culture. There is a sense of obligation to attend these games and cheer for their team.

Strategy for growth:

- Maintaining teams playing success- Manchester United has an academy that raises players from a young age to play for the team.

- Developing the value of media rights- Man United has their own televised program where the community can be informed of news on the team with a press of a button.

- Leveraging the global brand- The partnership with Nike has increased jersey sales exponentially. Also in the summer they would goto other countries for their pre-season. In having their pre-season in another country there are many opportunities for the club. First off promoting the global brand of Manchester United, meeting fans to playing friendly games in their local stadium. This year the club went to africa to play with different clubs there.

-Converting more fans to customers- Communicating with the customers is priority. Man United has great fan service where fans can become customers. Once you've become a fan, you would want to buy the products and represent the team wherever you go.

Chapter 4: The Marketing Environment

In the marketing environment, demographic factors play a crucial role in target marketing. Manchester United being a 134-year-old team has a tremendous fan base (659 million) as well as new incoming fans as well. One of their reasons behind their success is because of their marketing mix which is designed to appeal to a specific group of potential customers. In Manchester United's case their potential customers are people who enjoys the sport of soccer. Soccer being the number one sport in the world as well as Manchester United being one of the most popular teams, Manchester United as a brand can only find more success.

In recent years Manchester United has had interest in the asian market and in order to expand their fan base they bought Park Ji Sung, a South Korean player, who found much success in Manchester as well as Manchester finding much success in the asian market having created the largest asian fan base in the world. This summer after the departure of Park, Shinji Kagawa, a Japanese player, who rose to stardom in Germany was picked up by Manchester allowing them to expand their asian conquest. Not only does Manchester United benefit from quality players but also their country as well. Recently Manchester United has announced a new three-year partnership with the leading Japanese engineering firm Yanmar. This agreement will allow United to utilise Yanmar's expertise in their key markets worldwide and enhance their profile in Japan. Through this opportunity Manchester United can use Kagawa's link to set up Promotions in Japan enabling them to engage with the four million Japanese fans in Japan.

Manchester United having a large fan base, profits greatly from their stores. They sell uniforms, clothes, accessories, souvenirs and even pet products for all ages and sex. In having all of these products in stores Manchester United can be accepted in a larger community.

Chapter 3: Ethics and Social Responsibility

Stated on Manchester United's mission statement, to be the best football club in the world, both on and off the pitch, the club believes it should be a part of the community in the widest sense. Widest sense meaning that their success should not only be measured in the number of trophies they win but also have an impact on the community at large. The club is committed to making an impact on environmental and social issues at a regional, national and international level. By using the Manchester United brand they hope to support and create awareness of the issues worldwide.

Manchester United's corporate social responsibility policy statements consists of:

- Active Social Engagement- states that they are committed to making a positive difference to the communities they operate in. There is a broad range of community programs that are dedicated to engage as well as make better the lives of the younger generations.

- Environmental Policy Statement- states that they are aware of their responsibility to ensure a safe and healthy environment. Strive to avoid polluting the land, air or water and take reasonable steps to prevent pollution at its source.

- Supply Chain Engagement- states that they work in a partnership with their suppliers and that they treat their supply chain honestly and fairly. They are also engaged in the Envirowise Supply Chain Partnership Programme which helps them achieve both financial and environmental targets. An example can be the 2010/11 season Nike replica shirts that were made with 100% recycled materials containing no fewer than eight 1.5 liter plastic bottles.

- Sustainable Events Policy- states that they recognize that their event management activities and operations have the potential to have both positive and negative environmental, social and economic impact.

- Safeguarding Adults Policy- states that they recognize and accept its responsibility for the safely and wellbeing of vulnerable adults who come within the care of the organization and its staff.

- Community and Environmental Sustainability- states that they commit themselves to the health and safety of their employees, customers, contractors and the public at large.

- Equal Opportunities Policy- states that they are an equal opportunities employer. Their policy is not to discriminate against existing staff of persons seeking employment on the grounds of age, sex, disability, ethnic origin, nationality, religion, belief, race, color, gender, gender re-assignment, sexual orientation, marital or civil partnership status or family circumstances.

- Safeguarding Children Policy- states that they believe that it is never acceptable for a child or young person to experience abuse of any kind and recognizes its responsibility to safeguard the welfare of all children and young people by a commitment to practice which protects them.

Chapter 2: Strategic Planning for Competitive Advantage

Manchester United, a very successful and wealthy club, built upon history they have a large global fan base. Being one of the largest clubs in the world they have attracted many sponsors such as Audi, Aon, Nike, etc. Partnering up with these huge companies, Manchester United is able to become a global brand. They can promote together as well as share their customers at a worldwide level. Manchester United is not only a soccer club but also a business as well.

Business activities the club are involved in:
- Manchester United's team itself, has to do well in their league as well as other tournaments they are involved in.
- They have their own cable television channel: MUTV
- Merchandise/ souvenir shop
- Museum

In order to understand the current and potential environment a situation analysis (SWOT analysis) can be made identifying their internal strengths and weaknesses and examine external opportunities and threats.

Strengths:
- Solid history (19 league titles)
- Top brand partnerships (Nike)
- Global fan base (659 million fans)

Weaknesses:
- Runners up in the 2011-12 campaign
- Disqualified in the preliminary stage of the 2011-12 European Cup
- No trophies won last season 2011-12

Opportunities:
- Using the transfer market wisely (Big name players will sell jerseys)
- Creating a bigger fan base in Japan after the new signing of Shinji Kagawa

Threats:
- Rival clubs (losing numbers in fan base)

Brief History

Manchester United F.C. (MUFC) is an English professional football club founded in 1878 which was originally known as Newton Heath LYR F.C. and changed its name to Manchester United in 1902.  The club is based in Old Trafford, Greater Manchester since 1910 and plays in the English Premier League. Manchester United has won 19 league titles, 11 FA Cups, four league cups and 19 FA Community Shields. They also won three European Cups, one of each UEFA Cup Winners' Cup, Intercontinental Cup and FIFA Club World Cup. Today, Manchester United valued at $2.23 billion, is one of the wealthiest and most widely supported football club in the world. Earlier this year in July the club was ranked number one in Forbes magazine's annual ranking of the world's 10 most valuable sports teams. The owner of the club is the Glazer family, who also owns the Tampa Bay Buccaneers. The manager today is Sir Alex Ferguson, who has been managing this club since 1986 making him the longest-serving manager in club history. He was the first manager to win "The Treble," which consists of winning the Premier League, FA Cup and UEFA Champions League in the same season. Therefore Ferguson was knight for his services to football.

Mission Statement

"Manchester United's mission is to be the best football(soccer) club in the world, both on and off the pitch."