2. Indenpedant Business Model with owned resources
Goals (3 Years)
New MHR Identity
&
Commercial Brand
Sport
Playoff Top 14
Indenpedant Business Model with owned resources

4. I. Assets identification : profit centers & stakeholders
Ticketing
Sponsorship
Subsidies
Business Seats (PR)
Shops
Bodega
TV Rights
Players transfers
Stakeholders
Public organizations
Sponsors
Media
Supporters
Players & coaches
MHSC & MAHB

5. I. MHR Assets identification
Resources
Sponsorship (Altrad, Urban Area, Langedoc-Roussillon area, City, Asics…) : 360
Stadium and training camp
Sport and economic networks
Reputation (Club, Coach, training, players…)
Competencies
Training & sport management
Commercial and networking
Event marketing

6. II Asset evaluation : VRIO
Assets V R
I-S O
Sponors
++++ ++ +
Social Capital
+++
Stadium Yves du
Manoir
Training Camp
Reputation
Commercial
Marketing
Training
Sport Management

7. III Macro-environment
Economic : Economic network Languedoc-Roussillon - Rural – Universities
Policy : Public sport policy– Brand South of France
Social-Cultural : 2007 Rugby World Cup – Rugby local development
Law : Stadium Yves du Manoir –TV Rights – LNR (Rugby National League)

8. Micro-environment Competitive forces Threats Rivals Substitutes
Top 14 clubs
Very hight on sport games and low for the others activities (sponsors, tickets..) and TV right regulation
Substitutes
MAHB & MHSC
Sharing sponsors contracts
New Entrants
Beach rugby – Rugby Seven
Club control
Suppliers
Sportifs et Coach
No control of Fabien Galthié and key players
Customers
Sponsors - Fans
Large number of local sponsors and fan so low threat. No control of public sponsors i

9. First Resume 100 employees with 50 % for sport area

12. Business Model Trade Singularity Positionning Key competencies Demand
Training Rugby Club
Business
Model
Singularity
Training camp
Stadium Yves du Manoir
Season
Positionning
Young people
Modern
Access
Key competencies
Traing – sport management
Commercial BtB
Local relations
Demand PR
Students
Rugby local development

13. Linkages Resources - Competencies
Sponsorship
Stadium Yves du Manoir
Traing Camp
Social Capital
Reputation
CRM
Hospitality – Servicing - FRM
Coaching and training
Negociation – lobbying
Communication (external) – Sport Manager

14. Articulation – interaction – Assets management
Sponsorhip resources
« Pivotal »
Organizational Capabilities
Physical Resources
Relational
Resources
Reputational
Resources
Resources Stock
Dynamic capabilities

15. Current Business Model
Negociation
Lobbying
Social Capital
Reputation
Owner Sponsor
Altrad
Sport management
Owner Relation
Physical support
Hospitality - PR
Training center
Resources basis
Direct impact
Deployment
Indirect impact
Key competencies

16. Brand & Fan Relationship management Hospitality management
Future Business Model
Brand & Fan Relationship management
Negociation
Hospitality management
Socail Capital
Reputation
Physical Support
Sport Management
Sponsorship
Activation
Owner relation
Resources basis
Direct impact
Deployment
Indirect impact
Key competencies

17. Development axis Maintain : sport management and training camp
Stadium exploitation : New competencies
BtB : Hospitality – PR
BtC : Fan Relationship Management
New commercial marketing : activation and ticketing - New competencies
Brand creation and management – New competencies