Vision

We Strive for perfection being united by leveraging brand, global community and marketing
infrastructure and targeting to settle excellence.

Goal
The goal is to bring Manchester United to its previous glory by undertaking business challenges
faced by Malcom Glazer and accumulating management styles led by Sir Alex Ferguson. The
motive is to bring financial flexibility and become the top performing team in Europe.

SWOT Analysis
Strength Weakness
1. Strong brand image
2. 127 years of history
3. Global fan base
4. Top performing team in EPL
5. Manchester United Youth Academy 1. Inexperience in football business of
6. Strong revenue generating ability Glazer
7. Malcom Glazers success with a sporting 2. High debt of 540 million pound
team (Tampa Bay Buecanears) 3. Lack of star players
8. Malcom Glazers successful business 4. High maintenance cost of
background and network stadium/properties
9. Major League trophies 5. Lack of coordination between team
10. Charismatic leaders and managerial players and management
team- Alex Ferguson
11. Own Stadium
12. Many subsidiaries
13. Strong marketing campaign ability
 Opportunities
1. Popularity of football- the most famous
game on earth
2. Spreading fan base and brand image
worldwide
3. Media interest
4. High potential for scouting
5. Popularity of English Premier League
6. Recruiting foreign star players
7. Getting more sponsors
8. High demand for match day ticket
9. Generating more revenue from outside
sources
10. Treating and enlisting fans as customers
11. Champions League victory results in
massive fund addition
12. Licensing franchises
S/O
The club has strong brand value and popularity
and thus can reach profitable sponsorship
agreements. (S1+S2+O7)
1. Through licensing franchises and
expanding business, the club can create
revenue. (S7+O12)
2. Recruiting foreign star players to
perform better and enter into new
market. (S3+S4+O2+O6)
3. Malcom Glazer has the potential to use
the clubs success to scout young
players. (S8+S10+O4)
4. Media interest could be raised by
limiting the exposure of match videos,
practice videos etc. to generate revenue.
5. The youth academy and the charisma of
Alex Ferguson could help develop
players and sell them at high prices to
other clubs (S6+S11+O5+O9)

Threats W/O S/T

1. Competition from other
establishes clubs
2. Star players willing to
join clubs that offer
high wages
3. Emergence of new
football teams
4. High cost of
transferring players
5. Replica merchandise
6. Fans against takeover
7. Decline in attendance
due to high ticket price
1. Ongoing debt and
shortage of cash could be
minimized through
licensing franchises and
attracting sponsors.
(W2+W3+O7+O12)
2. The additional fund from
winning Champions
League could be used to
buy overseas players and
fill up the lacking.
(W4+O6+O11)
3. More tickets could be
sold to overcome the
maintenance costs as
there is high demand for
tickets. (W5+O8)
4. Although there is
inexperience in
management, it must be
kept in mind that football
1. The competition could
be eliminated by
charismatic leadership
quality of Alex
Ferguson and Malcom
Glazers strong
business background.
(S8+S11+T2+T3)
2. More revenue could be
made to gather fund to
buy star players and
transfer more players.
(S7+T1+T4)
3. Although there is
availability of replica
merchandise, strong
marketing campaign
can be done to sell
more subsidiaries to
the global fan base.
(S3+S13+T5)
 is the most popular game
on earth and EPL is the
most famous football in
the world. (W1+O1+O5)
5. By selecting broadcast
partner lots of cash could
be gathered and increase
profitability.
(W3+O3+O9)
4. Through strong match
performance other
teams could be
outperformed. (S4+T2)
5. With proper marketing
strategy and
implementation more
fans could be attracted
to watch the matches
and thus attract more
sponsors to generate
more revenue.
(S7+S9+S13+T6)

W/T
1. The management should be more cooperating to each
other to increase coordination and take steps to
minimize the effect of replica merchandise. (W7+T5)
2. More star players should be included in the team to
outperform competitive teams. (W4+T2)
3. Debts should be minimized as much as possible to be
able to buy players with handsome amount of money.
(W2+T1)
4. Maintenance costs should be minimized to contribute
to profitability to be able to transfer players. (W5+T4)
 Recommendation
Manchester United should increase their promotion to get more fans under their
membership.
They should focus on buying some top level players from other leagues to increase the
followers.
Potential players should be retained to increase team performance at a maximum level.
As their ticket price is so high, they can focus more on quantity rather than price.
Glazer should increase the amount of investment to keep the trust of their fans.
Youth development program is very important for a top level football team and
Manchester United should take good care of their youth team.
They can utilize their extra players by sending them on loan to other clubs, by this they
can be benefited financially and also the players will get the opportunity to be
experienced.
Lastly, Manchester United should focus on increasing their brand image.