Answer:
Richmond’s community engagement
Richmond football club believes that community engagement is having a bold and strong hospitality for the society (Anon., 2018). The football club has the culture of taking care of the surrounding through various projects meant to make the world a better place. Additionally, the football team engages in social events meant to entertain and interact with the public. For example, the Richmond football club has open training sessions where the fans are allowed to watch the players at no fee (Anon., 2018). Therefore, Richmond is able to bring the community together and enjoy the sport, which creates unity. Moreover, the football club provides an opportunity for membership to the club to willing persons through payment of a small fee. The members are awarded various privileges such as free entry to the stadium during matches and other events. Richmond football club also provides outstanding facilities such as the prestigious Maurice Rioli room for hosting corporate and private events. Furthermore, the club also sponsors local football clubs where the best players get a chance to join the club to play professional football. The sponsored clubs get a coach from the Richmond and are allowed to use the training facilities such as the gym. In addition to that, the club also participates in corporate social responsibility events such as cleaning the streets and allowing free health checkups at the club’s medical centre (Bhasin, 2018).
Importance of community engagement
Community engagement is very important for the club since most of the income generating activities rely on the environment. Richmond football club should have a positive image to the society to maintain and increase the number of fans who attend matches and follow the team (Anon., 2018). The club realizes that more income is generated when many fans attend matches and pay the club membership fees. Additionally, the fans also increase the revenue when purchasing jerseys and other football items from the Richmond stores. Therefore, the club has should have satisfied and happy fans at all times (Cole-Ingait, 2018).
In addition to that, community engagement is important to the club for fulfilling the club policies. The club’s governing laws and the government require the members to engage in events that improve the society (Hinds, 2018). Therefore, the club engages in cleaning activities, sponsoring local football teams, improving schools and mentoring children with special needs such as cerebral palsy.
Richmond’s non-financial and financial benefits of community engagement
The club achieves both financial and non-financial benefits by engaging in community events. The non-financial benefits include such as increased popularity for the football team. Increased popularity is important for football clubs, which means that the more followers are an advantage to the club (Juneja, 2018). The increased popularity leads to increased fans who watch and cheer the team during matches. The many fans cheering in the stands motivate the players to play a good game thus increasing the chances for victory. Additionally, the popularity increases the membership to the club, which results in having many loyal fans participating in the club events (Juneja, 2018).
Likewise, the community engagement also results in an increased market share for the club (Pollard, 2018). The community events create a positive image among the people thus increasing the willingness to follow the club, buy club items such as jerseys and support the team during matches. Additionally, the large market share and positive image increase the following on social media platforms such as Facebook, Twitter and Instagram.
On the other hand, community engagement results in financial benefits such as increased revenues from the sale of match day tickets (Pollard, 2018). The club sells tickets at the entrance to matches held at the home stadium. Community engagements boost the club’s image resulting in more fans willing to watch matches at the stadium. Additional benefits include having sponsors who generate income for the club. The sponsors prefer clubs with a large following to increase the popularity of the sponsored brand (Thompson, 2018). Richmond club has used community engagement to increase the fan base, which has resulted in companies such as Jeep, Nib, Puma, Swinburne and Hostplus to market through the club. The marketing companies pay fees, which increase the club’s financial power. Moreover, the club achieves financial advantages such as tax reduction from the local governments, which appreciate the level of community engagement shown by the club. Therefore, the club pays less tax since the government offers subsidies to corporates that develop the community. The lower taxes reduce Richmond’s expenses and increase the revenues earned. Therefore, community engagement is very important to the club (Siu, 2018).
External and internal organisation analysis
The Richmond football club is affected by both internal and external factors. The club cannot control the effects of the external environment. However, the internal environment factors are easy to influence and derive benefits. The SWOT analysis assists in analysing the internal factors. On the other hand, the PESTEL, five forces and the VIRO assist in analyzing the external factors affecting the club. The various models explain the challenges faced by the organisation and the level which the operations are affected. Therefore, the SWOT model will focus on the internal factors of the organisation.
Richmond’s management has developed various methods to deal with the challenges posed by the internal and external environment. The community engagement strategy has assisted the club by reducing the hostility of the challenges posed by the community who make the external environment. Additionally, the club has developed various strategies to solve the internal environment challenges.
Analysis of internal factors using SWOT model
The club uses the SWOT management model to deal with the internal environment. The model has assisted the club to identify the various strengths, weaknesses, opportunities and threats. Therefore, the club has developed various solutions to tackle the challenges arising internally using the model.
Richmond football team has various strengths that increase the chances of survival in the league. The club capitalises on the strengths to earn points in the AFC league. A strength to Richmond football club includes the large number of fans who turn up during matches (Hinds, 2018). The fans create a good atmosphere in the stadium, which results in the players fighting hard to win the games. The fans are a secret weapon for the team to get points even in difficult matches since opponents are jeered and demoralized. Additionally, the fans possess the ability to make away stadiums feel like home grounds for the players, which reduces nervousness and increases the will to perform and win.
An additional strength includes the ability to maintain strong players at the club. The players sign prolonged contracts and do not demand to terminate contracts to join opponent teams. Therefore, the club is able to achieve continuity in the culture of playing excellently and fighting hard to avoid losing points. Moreover, the retention prevents the club from spending in the market to find replacements with qualities that fill the gap left by the departing players. For example, Richmond football club has retained Jack Riewoldt who is the club’s vice-captain and a premiership winner (Naghten, 2018).
Moreover, the club is able to beat close competitors such as Geelong cats. The Geelong cats have strong players who can challenge Richmond tigers for the league (Hinds, 2018). However, the Tigers were able to emerge victorious during the league clash. Additionally, the club has emerged victorious in other clashes, which is a strength that enables the club to compete for the title.
However, the club has weaknesses that include loss of players to injuries and suspension. The loss weakens the team during difficult matches and puts stress on the other players due to the high demand for performance required in the absence of missing payers. For example, rib and back injuries affect the players, which reduces performance (Naghten, 2018).
Richmond football club opportunities include the chance to create history by having the largest following and membership (Tyeson, 2018). The club announced that the paid-up members amounted to 100,000 individuals, which is a number that most AFL teams have never achieved. The large number means that the club has enough fans to fill the stadium during matches. Additionally, the large number has increased the revenues greatly by paying membership fees.
However, the club also faces threats in the league from other strong teams that compete for the league. Despite Richmond FC leading the table in the current premiership, the team faces competition from the second and third teams, which are the West Coast and Collingwood Fc.
Analysis of external factors using the PESTEL model
The PESTEL model is important to the club due to the assistance in identifying the different external factors affecting the club (Anon., 2018). The model enables the development of solutions by identifying the factors that cause problems and the factors that are beneficial.
Political factors
Richmond football club enjoys a stable Australian political environment that enables the team to operate smoothly. However, the government pressures the club with high taxes charged on the players’ salaries and the team’s revenues (Government, 2017 ). The players usually receive very high salaries, which attract more taxes from the government.
Environmental factors
The club faces environmental challenges during the rainy seasons since the fans are not able to attend matches. Therefore, the team has few fans cheering the players and less revenue is earned from the sale of tickets. However, the football club has engaged in activities that improve the environment such as encouraging recycling (Anon., 2018).
Social factors
The club faces various social challenges arising from activities such as gambling and hooliganism among fans. The society has a negative attitude towards gambling, which has resulted in a reduction of revenue collected from the department (Anon., 2018). Additionally, some fans have sometimes demonstrated violent behaviour towards rival fans, which has caused fights in the stadiums. The violent behaviour represents a social challenge. However, the society is a benefit to the club due to the loyalty to the team during good and bad times.
Technological factors
The club has currently faced the need to have an updated website and social media sites to match the technology advancements. Most fans read football news on the internet, which prompts the team to develop an application that has all news relating to the club (Pasteur, 2018). Moreover, the club has an application for customers to use on laptops and smartphones while betting instead of lining up at the betting counter.
Economic factors
The economic changes pose a challenge to the club with the players’ salaries increasing with the market demand and inflation. The players’ salaries sometimes tend to soar to an amount that the club cannot afford (Anon., 2018). Therefore, the club is forced to increase the match tickets and the costs of merchandise such jerseys.
Legal factors
Richmond football club faces legal issues such the ownership of players at the club. The legal issue arises when players intend to terminate the contracts or during the sale of players. The legal conflict arises as to who owns the player between the club and the player’s agents. Additionally, legal challenges also arise when negotiating the correct price to charge to companies sponsored for marketing purposes (Anon., 2018).
Analysis of the external environment using the five forces framework
The five forces analysis enables the club to understand the necessary strategies to succeed in the market by beating competition. The failure to beat competition could lead to the club’s failure (Juneja, 2018). Therefore, with the five forces framework, Richmond club understands exactly what to do to win in the competitive football world.
Threats of new entrants
The club faces the challenge of new teams joining the league through promotion from the lower leagues. The new teams qualify to the premiership and bring in new footballing philosophies and better player to challenge for the league (Anon., 2018). Therefore, the team faces the difficulty of added competition in winning the league.
Threat of substitution
The club provides entertainment to the fans and other viewers through the sport of football. The game competes with other sports such as basketball. Therefore, the club should provide beautiful and appealing football with excellent players who entertain the fans (Government, 2017 ).
The bargaining power of customers
The customers have a very low bargaining power due to the little choice is given when determining the prices of services. Richmond club sets prices without considering the fans reaction since most still pay the high costs (Thompson, 2018). The customers accept to pay the high prices due to deep loyalty to the team, which means that the customers could incur any price without worry. Therefore, the club could sell jerseys at very high prices and still make high sales.
The bargaining power of suppliers
The agents selling players to the teams tend to set very high prices for the players. The team incurs very high charges when buying the players from other clubs. The costs increase due to high switching costs experienced by the player (Pyle, 2018).
The Extent of rivalry between competitors
Richmond football club faces very high competition from other teams in the league. The teams compete to acquire the best players, coaches and backroom staff. Therefore, the Richmond club ensures quick contact with players showing unique talents to strengthen the team before the opponents (Pollard, 2018). Additionally, the league is very competitive and any moment of weakness that leads to dropping points could cost the premiership title.
VIRO model analysis of the external environment
The VIRO model analyses the club’s resources, uniqueness and the resulting competitive advantage (Cole-Ingait, 2018). The analysis will assist to identify how the club could use the various resources at hand to win challenges caused by the external environment.
Value
The club has very talented players with unique qualities. Additionally, the resources present at the club are of high value such as the sponsorship deals. The unique football talents are difficult to get at the market although the club’s continued victory in the premiership assists to attract high profile players (Thompson, 2018).
Imitability
The club holds resources and a culture that not most clubs can copy. The pool of high profile players puts the club in a position that other clubs cannot match due to lack of appeal. Additionally, the club has wide finances to pay the players better salaries than what other clubs could afford (Bhasin, 2018).
Rarity
The club has the most fans in the league who have paid up full membership. The fans cheer the team in all matches and support the club during tough times. The kind of fans who support the club and pay up full membership is hard to find in the football world. Therefore, Richmond has a fan base that other clubs lack (Cole-Ingait, 2018).
Organizational support
The club owners offer support to the club and players at all times. The owners pay for proper training facilities and buy new players to increase the talent within the club. Additionally, the club supports the players by employing the best coach to train the players to perform at the best level possible (Government, 2017 ).
The relationship of community impact and community engagement
Community engagement and social impact positive link since an increase in community activity increase the impact. The community engagement actions such as CSR creates a positive image for the team, which results in more club members. (Cole-Ingait, 2018). Additionally, activities such as sponsoring local football teams, improving health and education improve the social living standards of people in the community.
Reference:
Anon., 2018. Marketing Theories-PESTEL Analysis. [Online]
Available at: https://www.professionalacademy.com
Anon., 2018. Porter’s Five Forces. [Online]
Available at: www.mindtools.com
Anon., 2018. Richmond Football Club. [Online]
Available at: https://www.richmondcorporate.com.au/home
Bhasin, H., 2018. Marketing91. [Online]
Available at: www.marketing91.com
Cole-Ingait, P., 2018. The Socioeconomic Factors Affecting Small Businesses. [Online]
Available at: www.smallbusiness.chron.com
Government, A., 2017. Australia Competition and Consumer Commission. [Online]
Available at: https://www.accc.gov.au
[Accessed 15 August 2017].
Hinds, R., 2018. Tiger Fans Loom as Richmond’s Secret Weapon. [Online]
Available at: mobile.abc.net.au/news/2018-07-30/richmond-tigers-fans-are-teams-secret-weapon-richard-hinds/10049580?pfmredir=sm
Juneja, 2018. Management Study Guide. [Online]
Available at: https://www.managementstudyguide.com
Naghten, T., 2018. Jack Riewoldt Signs Two-Year Contract Extension at Richmond Tigers. [Online]
Available at: www.sportingnews.com/au/afl/news/jack-riewoldt-signs-two-year-contract-extension-at-richmond-tigers
Pasteur, L., 2018. Personal SWOT Analysis. [Online]
Available at: https://www.mindtools.com
Perks, R., 2017. Quality Control Systems and Customer Satisfaction. [Online]
Available at: acdemic.mintel.com
[Accessed 21 April 2018].
Pollard, C., 2018. Key Features of a PR Campaign. [Online]
Available at: https://www.publicrelationssydney.com.au
[Accessed 22 April 2018].
Pyle, S. O., 2018. 3 Digital Marketing Challenges for 2018 (And How to Overcome Them). [Online]
Available at: www.bizjournals.com
[Accessed 14 May 2018].
Siu, E., 2018. 30 Brands With the Best Digital Marketing Campaigns. [Online]
Available at: www.singlegrain.com
[Accessed 14 May 2018].
Thompson, R., 2018. Stakeholder Analysis. [Online]
Available at: https://www.mindtools.com
[Accessed 26 May 2018].
Tyeson, C., 2018. Richmond Just Became The First Club in AFL History to Crack 100,000 Members. [Online]
Available at: https://www.pedestrian.tv/sport/richmond-just-became-the-first-club-in-AFL-history-to-crack-100000-members/
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download