First Lecture for the course in Strategic Management in Sports at the SUISM, Interfaculty School of Motor Sciences of The University of Turin. Prof. Marco Porcellana
Falcon Invoice Discounting: Empowering Your Business Growth
Strategic Management in Sports
1. 1 - INTRODUCTION
STRATEGIC MANAGEMENT
IN SPORTS
10/0539 Marco Porcellana – marco.porcellana@unito.it
2. Agenda
Me
You
Review of the course
Let’s start
3. Me
Degree in Economics and Business – Univ. Torino
Marketing/Export Manager in Consumer Goods
Master in Business Administration – SDA Bocconi, Milano
International Management Program – NYU’s Stern, N.Y.
Strategy Manager in Services
Business Development in Services
53S – SUISM
Experiences in sports:
4. You
3 questions in 3’ now:
Name
Work
Passion
7 lines during the break this morning:
What do you expect to get out of learning this
course? YOUR PERSONAL LEARNING GOAL ?
Provide a written example of ONE CASE that in
your opinion, requires EFFECTIVE STRATEGY
IMPLEMENTATION. Why?
5. The course works this way
11 lessons
1 case studies presentations
2 external presentations
1 wind-up lecture
Friday 9.00-11.00 am
Office hours: after class, on appointment (preferably)
6. This is what you have to do
Attend Class (at least 7 out of 11)
Join the discussion
No books required
Some articles analysed
One book suggested
No ringtones activated
Assessment
50 % Groupwork
50 % Final examination
All details in the syllabus
7. Course description
Integrative course
Experiences
Studies
Multi-functional issues
finance, marketing, organization,…
Skills
analytical, creative, marketing, financial and managerial
Aim: being able to recognize and analyze
organizational problems, developing realistic
solutions and effectively tracking goals
8. Strategos: “The general’s view”
Holistic “big picture”
General
Lower officer
(e.g., supply logistics Tactical details
infantry, heavy armored
vehicles)
40% SCIENCE – 60% ART
9. Strategy ?
Battle of Cannae – phase 1
Romans
• 80,000 infantry
• 6,000 cavalry
Hannibal
• 40,000 infantry
• 10,000 cavalry
2 August 216 B.C. – Second Punic War
10. Strategy ?
Battle of Cannae – phase 2
2 August 216 B.C. – Second Punic War
11. Strategy ?
Battle of Cannae – phase 3
Romans
-50,000
Hannibal
wins
2 August 216 B.C. – Second Punic War
12. The Lessons of Cannae
Strategic thinking can overcome superior resources
Decisevely allocate resources
Gain advantage in some dimension
Neutralize competitor’s advantage
Competitive intelligence is necessary
Planning and execution is equally important
Prof. Czepiel – NYU’s Stern - 2001
14. Puma - recent history
Lost glory at the end of the 80s
Losing money since 1986
In 1991, Jochen Zeitz (28) is chief of Marketing
In 1993, Jochen Zeitz is the new CEO
New vision: focus on regaining control of markets
Created Sport-fashion
Recruited an all-star management team
Defined a 4 phases plan
15. Puma – IV phase plan
I - II:
Establish solid financial footing
Improve brand equity
III
further explore the potential of the PUMA brand = GROWTH
And financial success contributing positively to the environment
in which the company operates = SOCIAL RESPONSIBILITY
IV
Long-term growth
New strong major shareholder
16. Puma - Sales and Earnings
3000
2500 Net Sales
2000 Net Earnings
1500
1000
500
0
1995
1993
1994
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Phase I Phase II Phase III Phase IV
18. Process
Market Corporate
Mission, Vision Business Implementation
and Goals
Resources Functional
Performance
Measurement
19. Real Process
Discarded
Strategy
Intended
Strategy Deliberate
Strategy
Realized
Strategy
Emergent
Strategy
Prof. H. Mintzberg
20. Schedule of Topics
Topics Links
1 Introduction
2 Vision, Mission and Objectives Communication – Marketing - Economia
Aziendale
3 Internal Analysis Gestione e Programmazione Eventi Sportivi
4 External & Industry Analysis Gestione e Programmazione Eventi Sportivi
5 Strategic Choices Filosofia Morale, Comunicazione+Persuasione e
Cambiamento,
6 Game Theory Approach to Competitive Statistica
Dynamics
7 Strategy Formulation Tools Negotiation
8 Strategy Implementation Comunicazione+Persuasione e Cambiamento,
9 Strategy Review, Evaluation and Control Economia Aziendale