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

Sponors ++++ ++ + ++++

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

management

Owner Relation

Hospitality - PR

Training 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. Maintain : sport management 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