Module Title : Integrated Case Study Analysis

Module Leader : Dr. Rajendra Kumar

Assignment Title : Case Study Analysis

Word Count : 2700

Executive Summary
The report analyzes the case of Royal Belgian Football Association: A world Class Digital
Strategy. The RBFA has recently released an updated mobile application to serve as the interface
for its digital platform, through which it interacts with fans, members, referees, and stewards.
The RBFA is facing pressure to digitalize due to the changing landscape of football in Europe
and worldwide and the expectations of new generations of potential football fans. It plans to
adapt to the digital reality by developing a new digital platform, doubling the number of female
football players in Belgium, and bringing the Red Flames into the top eight of the FIFA ranking.
The RBFA aims to keep football first in everything they do, embrace a positive culture, continue
to grow commercially, and adapt the organization to the digital reality. The report shows the case
description, problems regarding the case, plans and analysis, findings, proposed solution to the
problems related to the case and a recommendation for the Royal Belgian Football Association.
The report also outlines various resources, techniques, and theories used in the case study
analysis, such as financial statements, SWOT analysis, corporate governance, risk management,
and financial analysis.
Table of Contents
Executive Summary.........................................................................................................................2
Chapter 1: Introduction to the Case Study: A Case Study of Royal Belgian Football Association 4
Chapter 2: Case Brief of Royal Belgian Football Association: Description of The Situation........5
Chapter 3: Problem Statement, Pans & Analysis of RBFA.............................................................6
Statement of Problems.................................................................................................................6
Proposed Plans Regarding the Problems in RBFA......................................................................6
Literature Review.........................................................................................................................7
Resource, Technique of the case study of RBFA........................................................................7
Theories Regarding the Case of RBFA........................................................................................9
Chapter 4: Analyzing & Findings..................................................................................................11
Assessment of Current Position.................................................................................................11
Principles, Practices of the Concepts, Theories and Models Regarding the Case of RBFA.....12
Chapter 5: Proposed Solution to Problems....................................................................................14
Ideas & Alternative Solution Based on Analysis of the Case of RBFA....................................14
Recommendation.......................................................................................................................15
Limitation of the Study..............................................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Appendices....................................................................................................................................19

Table of Figure
Figure 1: SWOT Analysis...............................................................................................................8
Figure 2: Pestel Analysis.................................................................................................................8
Figure 3: Risk Management Process...............................................................................................9
Figure 4: Corporate Social Responsibility.....................................................................................12
Chapter 1: Introduction to the Case Study: A Case Study of Royal
Belgian Football Association
Royal Belgian Football Association (RBFA) manages the national football teams and football
competitions at all levels in Belgium, including youth teams. In addition to football, the RBFA is
also responsible for managing other sports such as futsal and blind football. RBFA mainly
conduct the two teams which are Red Devils and Red Flames (Cowart, 2011). One is senior
men’s team and the other one is senior female team. This report is the analysis of the whole
situation of the Royal Belgian Football Association. This aim of this report is to give a proper
analysis regarding the case. In addition, it gives a proper case brief, analyzing the problems
regarding the organization, findings, proposed plan regarding the finding’s problems, solution
and recommendation for Royal Belgian Football Association.
Chapter 2: Case Brief of Royal Belgian Football Association:
Description of The Situation
The case centers around the Royal Belgian Football Association (RBFA), which manages the
national football teams and football competitions at all levels in Belgium, including youth teams.
In addition to football, the RBFA is also responsible for managing other sports such as futsal and
blind football. In March 2021, the RBFA released an updated mobile application, which included
a new video player and integrated ticketing (Farrar, 2017). The app serves as the interface for the
RBFA's digital platform through which it interacts with fans, members, referees, and stewards.
The RBFA was motivated to digitalize its platform due to various factors, including the COVID-
19 pandemic, which necessitated a paperless process for organizing matches. Additionally, the
RBFA wanted to leverage its success on the pitch, particularly with the Red Devils, the senior
men's team that was ranked number one in the world, and the Red Flames, the senior female
team, which had obtained its highest worldwide ranking at 17th and aimed to qualify for the
2022 UEFA European Women's Championship (Helsen, 2013).

However, the RBFA also felt pressure to keep up with the changing football landscape, which
was becoming increasingly commercialized and internationalized. As a result, the RBFA
developed a new digital strategy, with the platform and mobile app as the spearheads of the
transformation. The RBFA's CEO, Peter Bossaert, set the tone for this strategy, emphasizing the
need to leverage the RBFA's unique position to maximize returns for Belgian football. The
RBFA faced challenges in balancing the pursuit of commercial interests with maintaining the
traditions of the sport, particularly given the need to attract broader audiences (Jackson, 2021). It
was also competing against other sports and entertainment options in attracting consumers.
Additionally, the infrequency of national and international soccer events made it difficult to
attract and engage fans, putting it at a disadvantage compared to other entertainment products.
Chapter 3: Problem Statement, Pans & Analysis of RBFA
Statement of Problems

The RBFA is facing pressure to digitalize due to the changing landscape of football in Europe
and worldwide, as well as the expectations of new generations of potential football fans who are
increasingly demanding and expect a seamless digital experience. Besides, football clubs and
organizations are facing the challenge of balancing the act of pursuing commercial interests with
the need to maintain the traditions of a sport with a long history (Jhon, 2011). Football
organizations are facing stiff competition not just against each other and other sports, but also
against the entertainment sector in general. Football has become one of many entertainment
options people might choose from in their spare time. The structure of the game makes it
difficult to attract and engage fans, especially for national teams since they only play about ten
matches per year, across about five weeks. The RBFA also wants to further grow women's
football, at both the grassroots and top level, since only 8 percent of its members are female.

Proposed Plans Regarding the Problems in RBFA

The RBFA plans to adapt to the digital reality by developing a new digital platform that will
serve as a central point for different stakeholders to obtain or input information and create value
for commercial partners (Jinjarak, 2014). RBFA aims to double the number of female football
players in Belgium over five years and bring the Red Flames into the top eight of the FIFA
ranking. The RBFA is focusing on these areas as part of their second pillar, which is to embrace
a positive culture. They are increasingly seeking partnerships that go beyond direct financial
resources. It is looking to implement a new governance structure that will be more transparent
and accountable. Besides, RBFA is seeking to improve its financial management and increase
revenue streams. The organization is committed to investing in grassroots football to ensure the
long-term success of the sport in Belgium. This includes investing in talent development
programs and improving coaching. Overall, the RBFA's plan is to keep football first in
everything they do, embrace a positive culture, continue to grow commercially, and adapt the
organization to the digital reality. By doing so, they hope to address the challenges they face and
achieve their goals.
Literature Review

The literature on the case of RBFA and its problems with racism and discrimination is vast, and
there have been numerous studies, reports, and articles written about it. Firstly, there is a
consensus among scholars that racism and discrimination continue to be a major problem in
professional football (Kousky, 2018). Research has shown that players from minority
backgrounds, particularly those of African descent. Studies have also highlighted the role that the
media can play in perpetuating negative stereotypes about minority players, and the need for
greater representation and diversity in leadership positions within football organizations.

In the case of RBFA specifically, there have been several reports and investigations into
allegations of racism and discrimination within the organization. Several reports have identified
a number of systemic issues, inadequate procedures (Martinez, 2013). A report conducted by the
Royal Belgian Football Association's own human resources department found that there was a
"culture of fear" within the organization. The report also highlighted the need for greater
diversity and inclusion within the organization. In response to these findings, the RBFA has
implemented a number of reforms aimed at addressing the issue of racism and discrimination
within the organization. These include the establishment of a diversity and inclusion task force,
the adoption of a new code of conduct for employees, and the creation of a hotline for reporting
incidents of discrimination.

Resource, Technique of the case study of RBFA

There are various resources and techniques that can be helpful for analyzing the case study of
RBFA.

Financial statements: Analyzing the financial statements of RBFA can provide insights into its
financial performance, profitability, liquidity, and solvency (Ohemeng, 2013). Financial ratios
such as liquidity ratios, profitability ratios, and leverage ratios can be calculated to assess the
financial health of the company.
SWOT analysis: A SWOT analysis can help identify the strengths, weaknesses, opportunities,
and threats of RBFA. This analysis can provide insights into the company's internal and external
environment, which can be used to develop a strategic plan for the future (Perera, 2017).

Figure 1: SWOT Analysis (Source: Shewan, 2020)

PESTEL Analysis: A PESTEL analysis can help identify the political, economic, social,
technological, environmental, and legal factors that may impact RBFA's operations (Porter,
2014). This analysis can provide insights into the macroeconomic environment of the company,
which can be used to develop a strategic plan for the future.

Figure 2: Pestel Analysis (Source: Jhon, 2011)

Industry analysis: Analyzing the industry in which RBFA operates can provide insights into the
competitive landscape, market trends, and customer preferences (Shewan, 2020). This analysis
can help RBFA develop a competitive advantage and position itself for future growth.

Theories Regarding the Case of RBFA

The case of RBFA involves several concepts, theories, models, and research related to the
business and financial sectors.

Corporate governance: This refers to the system of rules, practices, and processes by which a
company is directed and controlled (Sorter, 2015). In the case of RBFA, issues with corporate
governance were raised, particularly regarding the lack of oversight and risk management
practices.

Risk management: This involves the identification, assessment and prioritization of risks and
economical application of resources to control the probability or impact of unfortunate events
(Vanek, 2020). Effective risk management is crucial for financial institutions like RBFA to
mitigate potential losses and ensure long-term viability.

Figure 3: Risk Management Process (Source: Wilson, 2020)

Financial analysis: This is the process of evaluating businesses, projects, budgets, and other
finance-related entities to determine their performance and suitability (Wilson, 2017). In the case
of RBFA, financial analysis could be used to assess the company's financial health, identify key
performance indicators, and evaluate the impact of various business decisions.

Organizational behavior: This refers to the study of how people interact within organizations.
In the case of RBFA, organizational behavior could be used to evaluate the culture and
management practices of the company and identify potential areas for improvement.

Financial regulation: Financial regulation refers to the rules and guidelines that govern the
activities of financial institutions. In the case of RBFA, issues with financial regulation were
raised, highlighting the need for effective oversight and enforcement of regulations to ensure the
stability of the financial sector.
Chapter 4: Analyzing & Findings
Assessment of Current Position

RBFA is struggling with significant debts and is heavily reliant on funding from the Belgian
government. The COVID-19 pandemic has further exacerbated the financial difficulties, with a
decrease in revenue from ticket sales and sponsorship deals. The performance of the national
team has also been poor, with a string of disappointing results and failure to qualify for major
tournaments. This has led to criticism from fans and stakeholders, and has likely contributed to a
decrease in revenue (Anderson, 2012). RBFA's leadership structure has been criticized as being
overly bureaucratic and lacking in accountability. The recent appointment of a new CEO may
address some of these issues, but it remains to be seen how effective the new leadership will be
in implementing necessary changes. RBFA has faced controversy in recent years, including
allegations of corruption and a lack of transparency in its decision-making processes. These
issues have damaged the organization's reputation and may impact its ability to secure future
funding and sponsorship deals.

There have been some concerns raised about the governance and leadership of RBFA, with
allegations of mismanagement and conflict of interest. This has led to a loss of confidence
among stakeholders and increased scrutiny from external regulators. The RBFA has struggled to
effectively engage with its stakeholders, particularly fans and local communities. This has
resulted in a lack of support and participation in events, as well as reduced revenue from ticket
sales and sponsorships (Suzuki, 2014). While RBFA has a strong reputation for talent
development, there are concerns that this focus may have come at the expense of team
performance. The organization needs to find a balance between developing young players and
maintaining a competitive team at the professional level. The football landscape in Europe is
becoming increasingly competitive, with new teams emerging and existing ones investing
heavily in talent and resources. RBFA needs to find ways to stay competitive and adapt to these
changing conditions to remain relevant and successful.

Overall, the current position of RBFA is challenging, with significant financial difficulties, poor
performance on the field, and concerns over its leadership and governance. Addressing these
issues will require strategic planning, effective leadership, and a willingness to implement
necessary changes.

Principles, Practices of the Concepts, Theories and Models Regarding the

Case of RBFA

There are several principles and practices of the concepts, theories, and models referred to the
case, which RBFA has followed to create a stable environment inside the organization including
its staffs, coaches, players, referees and its business partners. In case of creating a good image for
the organization, RBFA has followed several theories, concepts and models.

Corporate Social Responsibility: This concept is all about organizations playing their
responsible part in society and a big part of that is fundraising for worthy causes and giving back
to society. Companies, communities and customers should thrive unitedly (Hogue, 2018). It also
emphasizes the importance of companies taking responsibility for their impact on society and the
environment. CSR practices can include environmental sustainability, ethical sourcing, fair labor
practices, and community engagement.

Figure 4: Corporate Social Responsibility (Source: Jackson, 2021)

Stakeholder Theory: This theory posits that companies have a responsibility not just to their
shareholders, but to all stakeholders who are affected by their actions, including customers,
employees, suppliers, and the community (McAleer, 2013). Companies that prioritize
stakeholder interests can build stronger relationships and improve their reputation.
Change Management: This model provides a structured approach for managing organizational
change. Change management involves identifying the need for change, creating a plan for
implementing the change, communicating the change to stakeholders, and monitoring and
evaluating the outcomes.

Total Quality Management: This model emphasizes the importance of continuous

improvement and quality control in all aspects of an organization's operations (Inouye, 2013).
TQM principles include customer focus, employee involvement, process improvement, and data-
driven decision making (Gundogan, 2019).

Business Process Reengineering: This model involves the radical redesign of business
processes to achieve dramatic improvements in performance, such as increased efficiency, cost
reduction, and improved customer satisfaction (Farrar, 2017). BPR requires a thorough analysis
of existing processes, identification of areas for improvement, and implementation of new
processes.

Balanced Scorecard: This model provides a framework for measuring and managing
organizational performance across multiple dimensions, including financial, customer, internal
processes, and learning and growth (Fago, 2016). The balanced scorecard helps organizations
align their strategic objectives with their performance metrics.

These principles and practices are used in analyzing the current position of RBFA and
identifying areas for improvement. By considering stakeholder interests, implementing CSR
practices, managing change effectively, focusing on quality and process improvement, and
measuring performance across multiple dimensions, RBFA can strengthen its operations and
improve its reputation.
Chapter 5: Proposed Solution to Problems
Ideas & Alternative Solution Based on Analysis of the Case of RBFA

Royal Belgian Football Association can work on improving communication and collaboration
between departments and stakeholders to ensure that everyone is working towards the same
goals. This could involve setting up regular meetings, creating cross-functional teams, and
improving communication channels. It can focus on enhancing employee engagement and
motivation by providing opportunities for skill development, offering competitive salaries, and
recognizing and rewarding employees for their efforts (Cowart, 2011). It can work on
streamlining processes and procedures to reduce inefficiencies and improve overall performance.
This could involve conducting process audits, identifying areas for improvement, and
implementing new processes and procedures to optimize workflow. RBFA can foster a culture of
innovation by encouraging employees to generate new ideas, experimenting with new
approaches, and embracing change. This could help RBFA stay ahead of industry trends and
remain competitive.

RBFA can develop a strategic plan that outlines its vision, mission, goals, and objectives. This
plan should be aligned with the needs of its stakeholders and the changing market conditions.
The plan should also include specific actions and timelines for achieving the set goals. The board
should also have clear and transparent reporting lines to the stakeholders. It can improve its
financial management by establishing robust financial controls and processes. This includes
developing an effective budgeting process, implementing financial reporting systems, and
ensuring compliance with accounting standards (Anderson, 2012). Strengthen its human resource
management by recruiting and retaining qualified staff. It should also establish a performance
management system that aligns individual performance with organizational goals. Moreover,
RBFA can enhance its stakeholder engagement by developing effective communication
strategies that enable it to engage with stakeholders regularly. This can be achieved by
establishing a stakeholder engagement plan that identifies key stakeholders, their needs, and the
communication channels that are most effective.
Recommendation

RBFA should improve its transparency by providing regular updates to stakeholders and
addressing their concerns. This can be achieved by establishing a communication plan that
outlines how the organization will communicate with stakeholders, including regular meetings,
reports, and newsletters. They should establish a governance framework that includes clear roles
and responsibilities for the board, management, and staff. The organization should also establish
performance metrics and reporting mechanisms to monitor and evaluate its progress towards its
goals. Besides, it should explore opportunities to diversify its funding sources by seeking
funding from government agencies, foundations, and corporate donors. The organization should
also consider implementing a membership program and developing a robust fundraising strategy
that includes crowdfunding, online donations, and corporate sponsorships. RBFA should invest
in staff training and development to enhance their skills and knowledge. This can be achieved by
providing regular training sessions, mentorship, and coaching. The organization should also
establish a performance appraisal system that rewards high performers and identifies areas for
improvement.

Limitation of the Study

The analysis is based on the information provided in the case study, which may not provide a
complete understanding of the RBFA's situation. The study is based solely on the information
provided in the case study and does not incorporate external perspectives, such as interviews
with RBFA stakeholders or industry experts. The analysis is based on a snapshot of RBFA's
situation at a particular point in time, and does not take into account potential changes or
developments in the future. It may not fully capture the cultural and contextual factors that
impact RBFA's operations and decision-making processes. Moreover, it involves subjective
interpretation of the information provided, which may vary depending on the individual
conducting the analysis. The findings and recommendations from this case study may not be
applicable to other organizations in different industries or contexts. It is important to consider
these limitations when interpreting the findings and recommendations of the analysis.
Conclusion
The case study of the Royal Belgian Football Association (RBFA) highlights the challenges
faced by football organizations in a rapidly changing landscape. In recent years, the RBFA has
faced some challenges, including allegations of corruption and mismanagement. However, the
organization has taken steps to address these issues and improve transparency and accountability.
The RBFA has also been proactive in promoting diversity and inclusion in football, supporting
initiatives to combat racism and discrimination in the sport. It is under pressure to digitalize its
platform to meet the demands of new generations of football fans, while also balancing
commercial interests with the traditions of the sport. The organization is committed to growing
women's football, improving financial management, and investing in grassroots programs to
ensure the long-term success of the sport. Analysis techniques such as financial statements,
SWOT analysis, and PESTEL analysis can provide insights into the RBFA's performance and
environment, while concepts such as corporate governance, risk management, and financial
analysis are relevant for the business and financial sectors. By embracing a positive culture and
adapting to the digital reality, the RBFA hopes to overcome its challenges and achieve its goals.
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Appendices
SWOT analysis: SWOT analysis is a strategic planning tool used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project, business venture, or organization.
It helps to identify internal and external factors that can affect the success or failure of a project
or organization. By conducting a SWOT analysis, organizations can develop strategies to
capitalize on their strengths, mitigate their weaknesses, leverage opportunities, and mitigate risks
posed by threats.

PESTEL analysis: It is a strategic framework used to analyze the external macro-environmental

factors that can affect an organization or a business. The acronym PESTEL stands for Political,
Economic, Sociocultural, Technological, Environmental, and Legal factors. By conducting a
PESTEL analysis, organizations can identify the opportunities and threats posed by external
macro-environmental factors and develop strategies to mitigate risks and capitalize on
opportunities.

Risk management theory: A set of principles and methods used to identify, assess, and mitigate
risks in various contexts, including business, finance, healthcare, and engineering. The goal of
risk management is to minimize the impact of potential risks on the success or performance of a
project, organization, or system. Risk management theory typically involves four main steps.
Risk Identification, Risk Assessment, Risk Mitigation, Risk Monitoring and Control.

Financial analysis: A process of evaluating an organization's financial performance and health

by examining its financial statements, such as income statements, balance sheets, and cash flow
statements. The primary goal of financial analysis is to assess the organization's financial
strengths and weaknesses, evaluate its financial position, and make informed decisions about its
future. There are two main types of financial analysis. Horizontal analysis and Vertical analysis
Stockholder theory: A theory of corporate governance that focuses on the interests of a
company's shareholders or stockholders. According to this theory, the primary goal of a
corporation is to maximize shareholder wealth or value. This means that a corporation should
operate in a way that increases its profits and ultimately increases the value of its stock.

Total Quality Management: TQM is a management approach that seeks to optimize the quality
of a product or service by continuously improving the organization's processes and systems. It is
a holistic approach that involves all members of the organization and aims to create a culture of
continuous improvement, customer focus, and employee empowerment. The core principles of
TQM include Customer focus, Continuous improvement, Employee empowerment, Leadership
involvement and Data-driven decision-making.