Application
Apply Here (This opportunity is available for MBA1s and MBA2s and will be a cross-functional team across MBA SBA member schools)
Project Title
Assessment of eCommerce Product Strategy for the US
Duration/Time Commitment
~6-8 Weeks, ~4 Hours a week
Project Overview:
Overview
The US is a priority market for Manchester United and the club is considering a holistic fan strategy for the US. As a part of this, the club is seeking to better understand how to increase demand for eCommerce merchandise from existing fans and new fans entirely. The eCommerce strategy will be core to a wider consumer strategy e.g. (Marketing, media, sponsorships, tours, etc.)
The Project Question
Review Manchester United's current merchandise product range in the context of its relevance for the US market. How should we involve this range?
Better monetize existing audience
Attract new audience/buyers?
Potential Components of Deliverable (to be defined in first briefing meeting):
Product Offering Analysis
Critique of the current range of products
Suggested categories & products
Pricing Analysis
Recommendations around price points, e.g. mix of mono-brand products (traditionally cheaper) vs. dual-branded products
Promotional Strategy
What does the customer want and expect from Black Friday
Are there any other promotional moments/strategies we need to be aware of
US Competitive Analysis
What US teams use and what could translate for European soccer teams
Understanding the price sensitivity of the US retail market vs. the European market (e.g. outlet driven nature) if relevant to sports merchandise
Target consumer personas
Other recommendations not related to the product are welcome but not the core part of the task e.g. marketing, website, UX, etc.
Output
Presentation to the club; commercial director (eCommerce & Venue), Head of Buying, Director of Consumer Marketing
Support
The club is happy to provide support from senior members of merchandising, marketing & commercial departments to provide guidance during the project. This will be TBD as required
Timeline
Please note the quick turnaround date on this application is to align with Manchester United's schedule
1/16 (Monday): Applications Open
1/20 (Friday): Applications Close at 12 PM EST
1/21 (Saturday): Consulting Team Announced
1/23 (Monday): Kick-Off Meeting with Client at 11:30 AM EST
Casual meeting to give context/clarity on the scope and desired deliverable
No preparation needed besides questions
Team and Client to align on check-ins and presentations over the life of the project
MBA SBA Project Leads
Please contact Hannah Rubin (hrubin@mit.edu) & Saskia van Rheenen (sv2348@stern.nyu.edu) if you have any further questions
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