I initially had the thought of doing a type of brand analyse of the CFL or clubs within after being inspired from some work I did during my undergraduate days at Hull University which included applying some of the framework (as seen below) to a Manchester United case study (football / soccer). So now I have decided to apply the framework to the Toronto Argonauts which I thought was particularly interesting after their recent Grey Cup victory coupled with the change in ownership within the last 2 years. First up is the Business model canvas which is used by organisation to show the organisations current business model as well a template for developing new ones. It’s a visual chart which outlines an organisations customers, activities, infrastructure and value proposition. Below is Porter’s 5 Forces model which is a tool which was developed to analyse the various competition facing the organisation from an outside point of view. It’s useful for organisations to use so they can formulate a strategy. External analysis Porter’s 5 forces The SWOT analysis looks at the strengths, weaknesses opportunities and threats which face Toronto Argonauts as an organisation. SWOT is a very useful tool to use as points can simply be bullet pointed, yet they can help an organisation carve out a strategy. From my perspective it is useful to layout exactly what an organisation has at its disposal with everything stripped back (strength and weakness), once you’ve done this you begin to see the opportunities to grow while taking into account potential threats. SWOT Internal analysis The VRIO analysis stands for Value, rarity, cost and organisation (ability). This is an excellent tool when examining any organisations internal environment. VRIO The Resource & Capability model assesses the relative strengths of the resources and components through ranking them in a table, then on a chart. It shows what the importance of each resource and capability is and what the current strength of each one is. R&C Model Concluding the brand analysis, it is clear that Toronto have areas where they require improvement in terms of reaching out to the wider international fanbase more as well as growing their fanbase within the city, like improving attendance. However, they have grown their brand since the ownership change and especially over the last year which saw coaching and GM changes. Their recent Grey Cup success will go further to strengthening the Argos brand along with any further success which may follow in the near future.
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