Goals (3 Years)
Sport
Playoff Top 14
Indenpedant Business Model
with owned resources
New MHR Identity
&
Commercial Brand
I. Assets identification : profit centers & stakeholders
Profit centers
• Ticketing• Sponsorship• Subsidies• Business Seats (PR)• Shops• Bodega• TV Rights• Players transfers
Stakeholders
• Public organizations• Sponsors• Media• Supporters• Players & coaches• MHSC & MAHB
I. MHR Assets identification
Resources
• Sponsorship (Altrad, Urban Area, Langedoc-Roussillon area, City, Asics…) : 360
• Stadium and training camp
• Sport and economic networks
• Reputation (Club, Coach, training, players…)
Competencies
• Training & sport management
• Commercial and networking
• Event marketing
II Asset evaluation : VRIO
Assets V R I-S O
Sponsors ++++ ++ + ++++
Social Capital +++ +++ ++ +++
Stadium Yves du
Manoir
++ +++ +++ ++
Training Camp ++++ ++ ++ ++++
Reputation ++ ++++ +++ ++
CommercialMarketing
+++ + +++ +++
TrainingSport
Management
++++ +++ ++ +++
III Macro-environment
Economic : Economic network Languedoc-Roussillon - Rural – Universities
Policy : Public sport policy– Brand South of France
Social-Cultural : 2007 Rugby World Cup – Rugby local development
Law : Stadium Yves du Manoir –TV Rights – LNR (Rugby National League)
Competitive forces Threats
Rivals Top 14 clubs Very hight on sport games and low for the others activities (sponsors, tickets..) and TV right regulation
Substitutes MAHB & MHSC Sharing sponsors contracts
New Entrants Beach rugby – Rugby Seven
Club control
Suppliers Sportifs et Coach No control of Fabien Galthié and key players
Customers Sponsors - Fans Large number of local sponsors and fan so low threat. No control of public
sponsors i
Micro-environment
First Resume100 employees with 50 % for sport area
Business Model
PositionningYoung people
Modern
Access
SingularityTraining camp
Stadium Yves du Manoir
2010-2011Season
TradeTraining Rugby Club
Key competenciesTraing – sport management
Commercial BtB
Local relations
DemandPR
Students
Rugby local development
Linkages Resources - Competencies
Sponsorship
Stadium Yves du Manoir
Traing Camp
Social Capital
Reputation
CRM
Hospitality – Servicing - FRM
Coaching and training
Negociation – lobbying
Communication (external) – Sport Manager
Resources Stock
Sponsorhip resources« Pivotal »
Physical Resources
RelationalResources
Reputational Resources
Organizational Capabilities
Dynamic capabilities
Articulation – interaction – Assets management
Current Business Model
Reputation Owner SponsorAltrad
Social Capital
Physical supportSport
managementOwner
Relation
Hospitality - PRTraining center
NegociationLobbying
Resources basis
Indirect impact
Direct impact Deployment
Key competencies
Future Business Model
Reputation Physical Support
Socail Capital
SponsorshipSport
Management
ActivationOwner relation
NegociationHospitality
management
Brand & Fan Relationship management
Resources basis
Indirect impact
Direct impact Deployment
Key competencies
Development axis
1. Improving : sport management after Fabien Galthié time (New cycle : Jake White?) and training camp
2. Stadium exploitation : New competencies– BtB : Hospitality – PR– BtC : Fan Relationship Management
3. New commercial marketing : activation and ticketing - New competencies
4. Brand creation and management – New competencies
OR