Değer Yaratma Ve Yakalama Stratejileri: Real Madrid Futbol Kulübü Örneği

Öz

Bu çalışmanın amacı, Real Madrid Futbol Kulübü’nün, futbolun yarattığı rekabetçi piyasada farklı bir konum elde etmek için farklı değer önerilerinin, kulüp aktörleri tarafından nasıl yaratıldığı ve yakanlandığı konusunda anlayış sağlamaktır. Mevcut çalışma, kulübte çalışan sekiz üst düzey yöneticisi ile gerçekleştirilmiş olan yarı yapılandırılmış görüşmelere ve ikincil kaynaklardan elde edilen verilere dayandırılan bir durum çalışmasıdır. Araştırmanın sonuçları, Real Madrid FK’nin, global taraftarlar, sponsorlar, kurumsal ortaklar ve sosyal medya ile birlikte yarattığı değerler vasıtasıyla yedi değer yakalama stratejisi belirlediğini ortaya koymuştur. Bu durum çalışması, kulübün geliştirdiği (a) kendi ücretlerini karşılayan oyuncuların alınması, (b) Orta Doğu ülkelerine olan marka genişlemesi, (c) uluslararası futbol maçları düzenlenmesi, (d) Real Madrid okullarında spor liderlerinin yetiştirilmesi ve (e) eğlence parkları ve sanal taraftar deneyimleri gibi yeni projelerin geliştirilmesi gibi değer yaratma faaliyetlerinin nasıl değer yakalama stratejilerine dönüştüğünü ortaya koyarak, spor pazarlaması alan yazınına katkı sağlamaktadır.

Anahtar Kelimeler

• Değer yaratma
• Değer yakalama
• Pazarlama stratejileri
• Real Madrid Futbol Kulübü
• Futbol işletmesi

Marketing Strategies For Creating And Capturing Values: A Case Study Of Real Madrid Football Club

Öz

The purpose of this study was to explore the insights from Real Madrid Club de Fútbol (CF) about how value was created and captured by participating in different value offerings with variety of actors to gain a differentiation position in the competitive scope of the football business. We utilized a case study, relying on semi-structure interviews with eight directors, who worked in the club and the multiple sources of secondary documents. The results revealed that Real Madrid CF generated seven value capturing strategies through the value co-creation with global supporters, sponsors, corporate partners and social media. This case study intended to contribute to the sports marketing literature by examining how the club has transformed value-creating activities into value captures to sustain their competitive advantage, through implementation of marketing strategies such as; recruitment of star players who pay their way, brand extension in Middle East countries, organizing international friendly matches, establishment of Real Madrid Graduate School for business education and developing new projects such as theme parks and virtual fan experiences.

Anahtar Kelimeler

• Value create
• Value capture
• Marketing strategies
• Real Madrid Football Club
• Football business

Kaynakça

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