Marketing report analysis writing on: CSR of Burnley Football club
Executive Summary
In this report, the analysis has been done on the CSR of Burnley Football club the various stakeholders have been identified such as Customers, Suppliers &government of Burnley Football Club. The Club should address relationship with groups of stakeholders by implementation of Supplier Partnership Project with suppliers and by maintaining relationship with fans &football players. It has been observed that, recently the club is in Strategic phase which embedding CSR into strategy. In this report, CSR vision statement of the club has been designed. In this report, policies have been designed for the club for adoption of CSR.
CSR
Corporate Social Responsibility i.e. CSR, has been defined as the “responsibility of the business and the company’s action on moral, environmental, communal & economic issues.” It can be seen that CSR actively coordinate and integrate the social, economic and human right activities. CSR helps in reflecting organization & international values, reaping advantages for its operations and creation of goodwill in the society in which it operates. It can be seen that all clubs are recently at the peak of the leading league and all are taking sustainability and society seriously. Even, some of the clubs have been following CSR from the last 25 years. It can be seen that UK football is tremendously influential and has the power to serve thousands and millions of people every week. Chelsea, another football club has encouraged plans of eco activity between its fans. It can be seen that the influence of football is to make people together from distinct cultures into general causes that would promote domestic & international community.
Burnley Football Club
It is observed that Burnley Football club is the oldest football ground existing from Feb 1983.It can be seen that Burnley football club is not only a football club but also a larger good of community. This club is not only meant for younger generation but also provides an entertainment to senior citizens and Bingo Babes for enjoyment of social football clubs program and dance afternoon (Burnley Football Club, 2010)
Stakeholders
Burnley’s Customers & Fans
It can be seen that supporters of the Burnley football club are the support and livelihood of the club. In recent survey it has been observed that 77% are male fans and 23% are female fans. The club has in surplus of 11000 ticket holders and average attendance of the fans is 17000.It has been observed that 48% fans come from outside in order to attend matches at Turf Moor. The club have fans throughout the world like Europe, Australia and USA. It is very clear fans of the club buy the seasonal ticket because of loyalty program at Burnley football club. Loyalty is the main factor of retaining fans to club as compared to other factors like ticket price. The Burnley football club take care of its customers very well through loyalty program this shows for the club customers are more important as compared to other factors. To take care of employees Burnley football club has focused on health, sport and fitness of employees. For this purpose the club has entered into agreement among agencies and the NHS to support people and their ways of living. Agencies are spending in healthcare leisure in Burnley with places like centre of St. Peter’s to take care of their people. It can be seen that leisure centre offers swimming pools to users, squash courts, sports hall& spa pool. It has been analyzed that the football club had changed the lives of the people at Burnley by encouraging younger people to take participation in school clubs and solving of issues like obesity and harassment. The club had successfully launched SCARF that is school, Anti Racism& football programme which helped the club in bringing together of distinct communities throughout the government.
Government
It can be seen that function of the government in the Burnley football club is to hear the ideas and suggestions of the Burnley people not to evaluate them on the foundation of principles but to assist them in realization of their suggestions & the authority to create their decisions. It is analyzed that government is ready to permit the people to solve out some problem for themselves. The future of the Burnley football club lies with the people. It is analyzed that Burnley provides opportunity to the people to start a range of communication among Burnley’s different communities. Football is a worldwide currency and that’s why the company has started to improve social relations in the club. It is analyzed that the government help the club by listening to the ideas and suggestions of the Burnley people and assist them in making of their decisions.
Supplier
It can be seen that the club is elated to publish an innovative four year partnership with Genesis Sports and PUMA. The agreement started in 2010 in which PUMA was responsible to deliver to the club with its Replica Kit & wear for the training for the coming four years. The chairman of the company was very happy after entering into partnership with one of the leading brands such as PUMA. This agreement would give benefit to the PUMA to have robust exposure across the North West (Stuart, 2010).The PUMA provides a high quality of kit & wear for training to the club so that supporters can feel proud. It can be seen that the club is continuously looking to assist companies that are associated with the club and this move will furnish all budgets and help the club in creation of innovative corporate packages that provides a variety of advertising and marketing options. It is analyzed that supplier help the club by providing high quality of kit and training wear for Sport players at Burnley Football club.
The Club should implement Supply Partnership project in order to manage its suppliers & offers a high quality of resources to football players to gain support from supporters (Stuart, 2010)
The club should introduce a Supply Partnership project this project would help the club in promoting of excellent practices & ecological sustainability throughout its club.
The club should encourage and motivate fans, to make journey to games they must use public mode of transport. The club should offer free train travel & coach to minimize usage of car. To take care of fans the club should provide swimming pools to customers, squash courts & spa pool. The club should provide high quality of kit and training wear to football players so, they can perform well on the ground.
CSR vision statement for the Club
CSR helps in reflecting organization & international values, reaping benefits for its work and formation of goodwill in the community in which it works. In order to achieve CSR it is necessary for the Burnley Football Club to design CSR vision statement for the club. The club should widen the range of its community and society work to include Health, Sustained atmosphere, life skills, Quality management and Social inclusion (Toyne, 2005).This initiative would help the club into a broad spectrum of projects that operate with domestic and local communities and minimization in crime projects like midnight football confront. The club should engage with domestic regeneration partners for recognition of wider events & opportunities. This may involve partners in society and community safety, education, health and the domestic authority. It can be seen that customers also plays an important role in attainment of CSR and this objective can be achieved with closer knowledge of fans & customers and of domestic communities. It is analyzed that many of the bigger clubs enter into partnership with other partners to profit their business and the society around them due to partnership by developing new activity associated to society regeneration. Burnley football club should focus on entering into agreements with other partners to profit its business and the society around them and this activity would help Burnley in designing of CSR vision statement.
Managerial Stage
After done the analysis of the club, it is observed that, club at present is in Strategic Stage and embedded CSR into management practices. And for that general manager has appointed regional ambassador for incorporation of CSR. It is observed that Strategic stage explains various points such as first, CSR sustainability and its relationship in useful terms second; it creates a method of CSR standpoint which creates a no. of classifications third, it provides a set of practical metrics which is based upon complex perspectives. These all practices help the club in achieving sustainability objectives and contribution to managerial stage& sustainability theory. Loyalty was the main factor of retaining fans to the club rather than focus on other factors like price. The club has entered into agreements with the NHS and agencies to focus on the health, sport and fitness of employees. The club had successfully launched SCARF function which helped the club in bringing together of various communities across the government (Toyne, 2005)
Policies for the fans Club
The club should improve fan relations in order to attract more fans and improve CSR towards the society. Improving fan relations also plays an important role in attainment of CSR of the club. It is very common that customer plays a very important role in the society. (Joe, 2010)
The club should build a broader understanding of the excellence of the higher clubs and their brand and the path so that can be used to help domestic communities. This thing can be achieved by interacting to various clubs who have gained this excellence, &through negotiations with domestic stakeholders to estimate local perceptions.
The club should understand the variety of state, local and local events & procedures and to believe about how they would associate to them.
The club should work together on society generation with larger clubs offering a mentoring function to minor clubs. It can be seen from the research that higher clubs have found and maintain on their capability to involve in society regeneration. These larger clubs may take a position in their society and throughout the area in allocating finest practice with smallest type of club.
The club should widen its understanding of society regeneration, & how it can become more indulge in connected programmes, and this cannot be completed in isolation. It becomes necessity for shareholders& other partners to identify the contribution of the club so that the club can generate the community.
The club needs to increase its networking on the certain issues. The club should constantly trying & testing innovative suggestions and it’s willingness to discuss experiences of the community regeneration (Joe, 2010)
Conclusion
In this report, CSR of the Burnley Football has been analyzed in which Burnley football deals with group of stakeholders such as Suppliers, Customers and the Government. The club must broaden the variety of its society work to include Health, Sustained atmosphere; life skills; Quality management and Social inclusion. This practice would assist the club into a wide range of activities that work with local & local communities and reduction in crime projects such as midnight football challenge. Various Strategies have been mentioned to the club in order to maintain relationship with group of stakeholders. The vision statement has been designed for the club to achieve CSR vision. Policies and procedures have been designed for the club for adoption of CSR practices. The club must understand the value of the higher clubs and their brand and the ways so that can be implemented to assist domestic communities. The club must enhance fan relations to keep more fans & football players for betterment of the CSR towards the community.
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