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Name: Wahyu Fahrul Ridho

NIM

: 29116013

Class : YP 55 B

The Strength, Opportuniy and Threat of the Atletico Madrid club are:
Strength
Strong internal values within clubs
Very familiar among spaniards
Have strong brands associated with
excitement and energy
Weakness
One of the underdogs club
Overshadowed by its competitor Real
Madrid which come from the cross city
Sponsors already know the
Opportunity
There are many markets worldwide
untouched
China which have many population is
potential target market
Sport fan doesnt always favorite which
win
Threat
Growing competitors market share
Competitors keep winning
There are many perceptions about the
winning team could gain the largest
supporters
By identifying the Strengths, Weakness, opportunity and the htreats of atletico
madrids, the possible strategy should be:
Enhancing marketing

Atletico madrid is a brand that lives with strong internal values. The reason
Atletico madrid still exist until today despite its status as an underdog club was
because of its strong loyalty of their fans. The loyalty born because of clubs
strong internal values. Atletico madrid should penetrate the market with its
value as a competitive advantage rather than victory, but not entirely
forgetting that winning the competition is equally important. Football isnt all
about winning, but how to show those values, excitement and energy. Its
brand that associated with working class club and fighting spirit. Atletico
madrid should harness this value more. It will work when it is presented outer
europe, because sport especially football is beyond the border. The value that
atletico madrid is going to deliver resonance with most majority part of the
world
By harnessing those values, and taking the position as working class club,
Atletico madrid should also targeting the right sponsor. Targeting the top
brands that have position to be the best would not work as effectively when
Atletico targeting sponsor that have same values. Atletico should target
sponsor and creating merchandise that have the working class spirit, to
become representative to those segment.
Building fan base outside europe by World Tour
Atletico Madrid other than shows it value indirectly, they should build fan base
by doing the world tour. They should market their value by competing in other
nation in a friendly match to share their spirit(marketing their values). Since
many part of the world population is working class, its suitable to expand their
brand globally. They should targeting country which loves european football.
After they have fan base all over the world, they should be able to attract more
sponsors.
Customer Relationship Management (CRM)
Customer Relationship management is about how to manage the customer of
the brands to keep loyal to the brand. Arsenal and Manchester united
implement this and it could also be adopted by Atletico Madrid to keep its
sponsors and fans loyal.

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