CASE STUDY

SWOT ANALYSIS
MANCHESTER UNITED:
THE GLAZER TAKEOVER

Group Members:
MD.AZIMUSSHAN
KAWSAR JAHAN BINTI
S M REHAB UDDIN
MOULY TASNIM
MD. SAADMAN SAKIB
JOYASREE MONDAL
MUKIT AHMAD
MD. MASUD RANA
MANCHESTER UNITED FOOTBALL CLUB
Manchester United F.C is 127 years old and one
of the best club in the Premier league. Fans are
outraged by the takeover of the club by Malcom
Glazer, as fans see it as a heritage and
community based club.

Vision
Manchester United F.C's vision is to be the best
football club in the league with its talented
players and top notch management.

Goal
To analyze and see if Glazer Malcom, with his past
experience in business and sports industry, and Ferguson,
with his strict discipline and management would bring the
club to the top level.
 SWOT ANALYSIS
1. Loyal and huge supporters INTERNAL 7. One of the biggest revenue
2. Strong brand and STRENGTH generating club.
sub brand (Red Devils) 8. Excellent commercial and
3. It is one of the oldest professional marketing campaign.
clubs and has amplified history. 9. Young footballer development
4. Renowned, strong, talented academy.
players in the team. 10.Biggest home ground stadium,
5. Well expertise coach Alex Ferguson. and museum (Old Trafford)
6. Wide and long term sponsorship 11.Big distribution channel
networks value. (Overseas retail stores)
12. Brand license involves a wide
range of merchandise
 SWOT ANALYSIS
1. £540 million debt INTERNAL 7. Low sales on ticket
2. Not able to make profit WEAKNESS (match day sales)
3. Lack of funds for new player 8. Alcohol and fitness issues
acquisition among players
4. Inexperienced owner in 9. Fluctuation in team performance
football (soccer) industry 10. Inadequate usage
5. Interest conflict among of Old Trafford
shareholders and management 11. Inadequate use of
6. Frustrated fans Media Rights
 SWOT ANALYSIS
1. Market penetration in EXTERNAL 7. Merchandise sales in
America and Asia (India, OPPORTUNITIES South Korea and Asia
Japan, South Korea)
(Transfer of Park Ji-sung)
2. Revenue from TV and online
8. Lucrative rewards in league cups
broadcasting, and radio services.
(Good prize money)
3. Advancement in Media technology
9. Sponsorship agreement by
(Innovative broadcasting system)
advertising rights at stadiums, club,
4. Rise in video gaming industry
conference and websites.
(EA sports, Konami)
5. Social Media growth. Publisher access
to contents (Fans are closer to players)
6. Advancement in sports training (Players
performance monitor)
 SWOT ANALYSIS
EXTERNAL
1. Increasing popularity of
THREATS 6. Players are being over valued
other leagues (e.g. UEFA) due to competitive market.
2. Competitors such as Chelsea
7. Competitions among clubs
and Real Madrid buying out top
for sponsorship and
players.
commercial partnership
3. Business vulnerabilities is
an obstruction in game spirit.
4. High transfer cost of players
5. Frequent protest by fans
 Use of internal strengths to exploit
SO external opportunities
• (S1+S2+S3+O1)
As MAN UTD has a strong brand image,
amplified history and huge supporters all
around the world, they have a chance to
create better market in US and Asia.
• (S7+S8+O3)
Since MAN UTD is one of the biggest
revenue generating clubs with excellent
commercial and marketing campaign, it can
use technological advancement in media to
engage more of their supporters.
• ( S5+S9+O6)
With the finest coach, Alex Ferguson and
making efficient use of young footballer
development academy, MAN UTD can use
advancement in sports training to monitor
and improve team performance .
Use of internal strengths to avoid or
ST minimize the impact of external threats
• ( S3+T1) As MAN UTD is one of the oldest
professional clubs with amplified history, it can
act as a barrier for new clubs to enter into the
market.
• (S1+S4+S5+T5) It has loyal and huge
supporters all over the world with the finest
coach Alex Ferguson along with strong
talented players, which can help to avoid
frequent protest by fans.
• (S12+T7) The club has brand licensing and a
wide range of profitable merchandise
portfolios which can attract potential investors
and sponsorship companies to invest in their
academy.
• (S7+T6) As one of the greatest revenue
generating clubs, MAN UTD can match high
demand salaries from players.
• (S2+S5+T2) Brand value and renowned
expertise coach can attract top players from
other clubs to join the team.
 Overcoming internal weaknesses
WO by exploiting external opportunities
(W1+W2+O1+O2+O7+O8)
Decreasing debt by increasing profitable
customer base
(W3+W8+ W9+O6)
Build better training sessions for existing and
new player’s performance and fitness
(W7+W10+O4+O5)
Hosting pre kick off events in the stadium
during the matchday.
(W11+O3+O4+O9)
Generating additional revenue with affiliation
rights with gaming industries and publishing
companies
Overcoming internal weaknesses and
WT minimizing external threats
(T1+T2+T4+W1+W2+W5)
Getting competitive in player purchase would
result in more debt and won’t be able to make
profits.
(T3+W4+W5)
Decisions made by inexperienced owner and
shareholders will make the club more
vulnerable.
(T5+T6+W6+W7+W8+W9)
Activities or decisions that might enrage more
fans, this will lead to low sales of tickets.
(T6+T7+W10+W11)
Spending more on overvalued players instead of
investing in proper usage of assets and rights.
 Manchester United Club has to earn more revenue from
diverse sources to reduce their debt, as they have many
interested investors. They have to focus more on buying
talented and experienced player to win more trophies
Result which can make a good team. They can develop
communication with licensees of other countries to
increase the sale of branded products. The club should
retain the current management for the team’s performance.
THANK YOU.