In recent years, the economic scale of the professional soccer industry has been expanding and rapidly growing. The professional soccer business mainly provides spectator products for “watching sports,” and the main sources of revenue for teams are ticket sales, broadcasting rights, and marketing income. Historically, research on soccer teams’ competition has often focused on cultural, sociological, and historical perspectives, but studies focusing on the competition and strategies of professional soccer businesses are scarce. This study analyzes the competitive landscape and business strategies of top European professional soccer teams, specifically through the cases of Manchester City and Manchester United, from the perspective of competitive strategy theory. First, based on the strategic group map analysis method and K-means statistical analysis, the structure within the Premier League was examined. It was verified that there are three strategic groups within the Premier League, and that both Manchester United and Manchester City belong to the same strategic group. Next, through the Five Forces analysis and consideration of historical backgrounds, it was revealed that Manchester City holds the position of an emerging elite club team, while Manchester United holds the position of an established elite club team. Through the analysis of their management situations and strategies, it was found that Manchester United focuses on expanding commercial revenue through branding strategy and know-how, while Manchester City, as an emerging club team, avoids competing on the same playing field where established elite clubs like Manchester United hold an advantage. Additionally, combining the results of the management situation and strategy analysis with the results of the cluster analysis, the homogeneous strategic aspects of both club teams were identified. Both clubs adopt strategies to win competitions in England and Europe and to expand revenues from match days, broadcasting rights, and commercials through global soccer business operations.
抄録全体を表示