Strategic Map
Páginas: 2 (307 palabras)
Publicado: 1 de julio de 2012
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MANAGERIAL ACCOUNTING SESSION 10
MASTER IN SPORTS MANAGEMENT 2010-2011
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REAL MADRID STRATEGIC MAP
The following document illustrates Real Madrid’sstrategic map from a balanced scorecard approach. From the paper The Proto Image of Real Madrid: Implications for Marketing and Management (International Journal of Sports Marketing and SponsorshipApril 2007) we can identify four main aspects in Real Madrid’s Business Model under the command of Florentino Perez. These four components are the Real Madrid’s Brand, manning which refers to starplayers or the “Galacticos” as they are called, marketing, and money.
These different components can be placed in the different perspectives of the balanced scorecard. Before constructing thestrategic map for Real Madrid we also need to propose a vision for Real Madrid.
Vision: Be the best club in the world.
From this information and the one provided in the paper we can build thestrategic map for Real Madrid. This strategic map applies only to Real Madrid’s first division football squad and the junior levels that are used for in house the talent development. The other teams thatfall within Real Madrid club system (basketball, handball, etc.) are not considered in this case as the majority of the club’s revenues and brand power are directly linked to this top division team.With that said the strategic map for Real Madrid’s first division football club would be the following:
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From this we can see how the different perspectives of the balanced scorecard arelinked together and ultimately lead to the club achieving its mission of becoming the best club in the world.
BIBLIOGRAPHY
The Proto Image of Real Madrid: Implications forMarketing and Management (International Journal of Sports Marketing and Sponsorship April 2007).
El Mapa Estrategico del REAL MADRID: el arte de construir una marca. (Hoyos, Kase, Sanchis, Betron,...
MANAGERIAL ACCOUNTING SESSION 10
MASTER IN SPORTS MANAGEMENT 2010-2011
[pic]
[pic] [pic]
REAL MADRID STRATEGIC MAP
The following document illustrates Real Madrid’sstrategic map from a balanced scorecard approach. From the paper The Proto Image of Real Madrid: Implications for Marketing and Management (International Journal of Sports Marketing and SponsorshipApril 2007) we can identify four main aspects in Real Madrid’s Business Model under the command of Florentino Perez. These four components are the Real Madrid’s Brand, manning which refers to starplayers or the “Galacticos” as they are called, marketing, and money.
These different components can be placed in the different perspectives of the balanced scorecard. Before constructing thestrategic map for Real Madrid we also need to propose a vision for Real Madrid.
Vision: Be the best club in the world.
From this information and the one provided in the paper we can build thestrategic map for Real Madrid. This strategic map applies only to Real Madrid’s first division football squad and the junior levels that are used for in house the talent development. The other teams thatfall within Real Madrid club system (basketball, handball, etc.) are not considered in this case as the majority of the club’s revenues and brand power are directly linked to this top division team.With that said the strategic map for Real Madrid’s first division football club would be the following:
[pic]
From this we can see how the different perspectives of the balanced scorecard arelinked together and ultimately lead to the club achieving its mission of becoming the best club in the world.
BIBLIOGRAPHY
The Proto Image of Real Madrid: Implications forMarketing and Management (International Journal of Sports Marketing and Sponsorship April 2007).
El Mapa Estrategico del REAL MADRID: el arte de construir una marca. (Hoyos, Kase, Sanchis, Betron,...
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