FC BARCELONA

We need to look here the club as Business Entity (Management) and a Playing Unit. Although both are different entities but they work in tandem and work to achieve a common strategic goal.

ASSETS AND COMPETENCIES

Assets as a Playing Unit As a soccer team the most important asset is the human resource i.e the Players. Players like Lionel Messi, Xavi Hernndez Andrs Iniesta are the real assets for the club. Obviously they play an important role in on the field performance of the club. They also draw revenues for the club and also implicitly increase the brand equity of the company. Competencies as a Playing Unit F.C. Barcelona is famous for their slick passing and movement. This smooth, eye-pleasing system did not develop overnight. Unlike other football clubs, Barcelona plays one style, one formation, and all the time, throughout their squads. Be it from their A team, to their B team etc, Barcelona cast their style of play in stone. This decision to never change their style of play helps the development of the La Masia graduates in integrating them into the first team. This Standardization helps in getting the fine tuning between the players quickly. Competencies as a Business Unit(Management) FC Barcelona does not have a history of poaching young talented football players and they mainly focus in Catalan based players. La Masia is a symbol of FC Barcelona; the excellent and highly successful academy saves the club millions of Euros; La Masia the home for Barcelonas youth players who live and grow up in the residence. From the early ages of 8, the players start learning to play the Barcelona way, the famous tiki-taka game, where the players play with 2 or 3 touches on the ball and always have many direct options to pass the ball; it is a fast style and one which requires high levels of concentration. The clubs philosophy plays a key role in the development of their players, as a kid they teach you not to play to win, but to grow in ability as a player. So it is the culture that is ingrained into the player and hence become the Teams DNA. This whole process acts as a source of sustainable competitive advantage As rightly said in management books long-term corporate success lies in cultivating a distinctive set of values

BRAND EQUITY
In general when we talk of a football team, the brand itself is all they have when trying to recruit and engage local and international fans.Barcelona is a Catalan club rich in history (founded in 1899) and tradition. As an illustration of this, its museum is the second most visited museum in Spain. The clubs motto, its claim, is Mes que un club (more than a club). FC Barcelona stands as the ultimate icon of the community. It is the team that fought (both politically and physically) against dictatorship during the Spanish Civil War of the 1930s. It is 100% owned by its supporters and fiercely protects its proud heritage.

The club is also renowned for a style of play that mirrors the passion and vibrancy of its supporters.(Loyalty and Association) Barcelona leverages its brand equity and is constantly looking to increase it by extending its local roots to a global reach and audience (such as the MLS partnership). For instance, Barca has 4,000 members in Japan and an estimated 300 million fans globally. Being accountable to its members, the club must also show its stakeholders (members) how it is increasing brand value. Barcas brand values also incorporate the pursuit of social commitments through its own foundation. The club contributes 0.7 per cent of its ordinary income to the FC Barcelona which further contributes to UNICEF. FC Barcelona, to even the most casual sports fan, is known worldwide as a competitive soccer team that allows its fans to be a part of the decisions made at the top. Barcelona is organized as a registered association. Unlike limited company it is not possible to purchase shares in the club, but only membership. The members of Barcelona, called Socis, form an assembly of delegates which is the highest governing body of the club. Apart from this the club enjoys the fan following of millions which implicitly become its endorsers. People like to wears Barca T-Shirts, have the tattoo of the logo on their skin, and purchase other Barca merchandises certainly helps one gauge the kind of Band Equity it enjoys.

PROMOTION
Barca promotes the clubs culture More than a club slogan as a reflection of the club values and compromise with social problems. They had entered into a partnership contract with UNICEF. Promotional Tours F.C Barcelona copied some aspects of Manchester United professional management and their leading position in terms of promotional tours to desirable football emergent markets. F.C. Barcelona did several summer stages in Asia, Mexico and USA to increase its presence and popularity and encourage strategic partnerships with sponsors and clubs. Promote the Marca Bara Inspired by the model of Manchester United, Management team of the club used aggressive marketing strategies to improve and promote the brand and relating it to a spatial scale: city, nation and globe.

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Business Performance

Low

Low Teams Performance

High