RGC’S BUSINESS & MARKETING STRATEGY; A CASE STUDY
Cardiff Metropolitan University
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RGC (Rygbi Gogledd Cymru) has a strategic plan to within ten years be available to be selected as a Welsh region. This case study research investigates whether the current strategies help RGC achieve its long term objectives. This research considered whether the current business and marketing strategies are fit for purpose in terms of planning, implementation and review processes. The practices and procedures RGC undertake to develop strategy has been compared against academic literature and best practice. This research has been created due to a lack of case study research relating to sports teams business and marketing strategies. Two primary research methods were used to gather qualitative and quantitative data, these were consumer questionnaires and a semistructured interview with RGC’s administrative manager. Strengths which exist within RGC’s strategy and existence are its stakeholder management, consumer demand and awareness of its context and purpose. Areas which RGC can improve are its clarity within the strategy document, reliance on a volunteer workforce and its match day experience. Further research to enhance could consider employees and volunteers in the research design as only consumer and manager perspectives were considered.
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