A Competitive Analysis in the Global Sports Arena

Identified key competitors and assessed their relative strengths and weaknesses

Team GB is the brand name, used by British Olympic Association since 1999. The major competitor of Team GB is FIFA (Fédération International de Football Association) who are also engaged with football and athlete related campaigning across the globe. FIFA targets all the football lovers and the strengths of FIFA are such as having 200+ countries and members, successfully organised Football World Cup since 1930, strong brand name, great events across the globe, association with top brands like Adidas, Coca-Cola, Emirates, Sony, VISA, Hyundai-Kia Motors etc (Sarkar and Fletcher, 2017). On the other hand, the weaknesses are such as lack of popularity as an international football as it is club football, lower ranked team do not get proper opportunity to play, various allegations of corruption in the recent past and not having much importance to international friendliness. Hence, Team GB is facing high threats from FIFA, which is a great competitor of Team GB due to the strengths (Day and Harris, 2018). There are other competitors such as rugby world cup and 2015 tournament, where there are 11.6 million viewers and in rugby world cup, there are more than 12.8 million viewers resent in the final between England and South Africa. Additionally, Rio Olympic game reached 45 million people in 2016 and FIFA world cup reached 44 million in the year of 2018 (Mintel, 2020). For law dissertation help , Team GB must navigate through all these competitive landscapes strategically in place to maintain its position and relevance in the arena of global sports.

Used Porter’s five forces to determine the nature of competition within the industry

Threats of new entrants: Low

The threat of new entrants in this industry is low, as Team GB has string market reputation and financial position to restructure their strategy and promote the game internally.

The threat of substitution products is low, as there is diversify games and different tactics to achieve success in the football games.

Internal competition: Moderate

Internal competition is moderate for Team GB where there are other organising institutions like FIFA to organise the games internationally.

Bargaining power of the customers: Low

The bargaining power of the customers is low; as Team GB is efficient to serve the athletes and other clients with diversify games and other facilities.

Bargaining power of the suppliers: Moderate

The bargaining power of the suppliers is moderate, as there are other efficient suppliers who can handle the operations of Team GB.

Hereby, the nature of competition is intense, but Team GB is efficient and has financial strength to retain the clients in long run (Hills, Heere and Walker, 2018).

Identified and understood market potential and the forces impacting on this

Market potential for Team GB is high, where there are different social campaign and entertainment program through which the company can diversify their services and strengthen their customers base in long run. Moreover, the competition in the industry is moderate, where there are few competitors like FIFA, which further influences Team GB to develop their strategic planning for expanding their programs and improve the client base internationally (MacRury, 2017). The international market and the demand for the games further boost the market potential or Team GB in long run to operate efficiently and fulfil client’s expectations. According to the Mintel report, there are 57% viewers streaming live sorts in 2018, which has been raised to 70% in 2019, where the online streaming is increasing at a rapid rate.

Figure 1: Behaviour associated to live streaming sport

There are also the presence of women, aged between 16 and 24 years, where there are 70% men as compared to 46% female viewers.

Figure 2: Internet user for live streaming

Additionally, interest for sport events is growing rapidly among the men and the aged population across the globe and apart from that, the interest of live streaming is increasing at tremendous rate worldwide.

Developed a SWOT analysis for the company

Strengths:

Good strategic planning of legacy and games

Cross party political support and commitment of regeneration

Complimentary local and regional regeneration initiatives

Involved wide range of stakeholders

Good sponsorship

New market entrance practice

Diverse and skilled workforce

Simplification of planning and implementation

Financial stability

Weakness:

Limited holistic consideration of regeneration

Public consultation time is high

Complex government and strategies

Opportunities:

Additional investment in wider regeneration program

Developing holistic approach for regeneration

Greater scope of aligning local policies and providing regeneration activities

E-commerce service and social media platform for promotion

Strong population and moderate inflation rate which enhance he demand for the game

Green government drive, transport system and structured tax policies (MacRury, 2017)

Growth in customer spending and globalisation which are effective opportunities for the Team GB to expand their services worldwide

Threats:

Technological development by the competitors

Volatile exchange rate in the market

Political uncertainty

Set a date and time for a meeting to discuss progress and identify and evaluate the needs of the target audience

For arranging the meeting, it is necessary to choose specific date and time so that all the stakeholders of Team GB would be available to attend the meeting. In this regard the predicted date will be in the first week of March and the time is 12 o’ clock. For managing the preferences of the customers after acknowledging their needs, it is necessary for the stakeholders of the Team GB to assess their progress and communicate with each other for developing creative solution to target the audiences across the international markets. The date and time are appropriate for the organisation to influence the stakeholders and encourage them to share their experience for better strategies to target the audiences.

Reference List

Day, D. and Harris, L., 2018. “Who in England cares about the champion spear tosser?” Field Events and the British Athletic Psyche before the First World War. Journal of Sport History, 45(2), pp.165-182.

Hills, S., Heere, B. and Walker, M., 2018. The British Olympic football team. International Journal of Sports Marketing and Sponsorship.

MacRury, I., 2017. Branding the Games: Commercialism and the Olympic city. In Olympic Cities: 2012 and the Remaking of London (pp. 61-90). Routledge.

Sarkar, M. and Fletcher, D., 2017. Adversity-related experiences are essential for Olympic success: Additional evidence and considerations. In Progress in brain research (Vol. 232, pp. 159-165). Elsevier.

Continue your journey with our comprehensive guide to Unveiling the Integration of Sports into EU Law.