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¶ … Chief Executive of the Arsenal football team:
Re: Three key drivers of change and strengths and weaknesses
One key driver of change for the Arsenal football team is the sustained demand and interest in the sport of football. Interest in football has expanded given the increased media attention given to the sport, particularly after the recent World Cub. Interest in the game remains strong and sustained, and Arsenal's uniquely British character ensures a loyal fan base. But this sustained interest should not be taken for granted. Given the recent global recession and growing uncertainty about the future of Europe, many fans may be forced to cut back upon their expenditures for games and other forms of team paraphernalia.
Also, there are a growing array of diversions from football, as young people in the future may be drawn away from supporting football and instead focus their energies upon other pursuits, including non-sporting ones. Offering young members special opportunities, such as the Arsenal 'Young Gunners' soccer camp and league for junior fans, are examples of how...
But there are serious concerns about the limited ability of Arsenal to grow. Despite its strong showings in terms of the success of its record, it is currently at the extremities of its potential to expand, in terms of the costs of salaries and other inevitable operational costs of doing business (Pamphlet 5).
A second key change driver of great concern to Arsenal is the growing internationalism of interest in football, which hurts rather than advances its brand. Because Arsenal is a solely British-based team, its capacity to grow and expand is limited by the constraints of the UK market (Pamphlet 7). As Britain grows more diverse, potential Arsenal supporters may instead support international teams from their homelands.
However, this negative driver may be offset by a great potential positive change driver for Arsenal, namely the use of technology in growing its brand. The World Wide Web offers the opportunity to publicize Arsenal, and social media enables the team to touch base with its fans. Arsenal may even be able…
Bibliography
Arsenal Pamphlet. 2012. Class project.
Football hooliganism. 2012. Social Institute Research Center (SIRC). Available:
http://www.sirc.org/publik/fvexec.html [29 April 2012]
Peel, Nick. 2012. Arsenal PowerPoint.
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