Name: Abdul Rasyid Romadhoni

NIM: 29116028
1. What are the key opportunity and threat, and the most significant strength and weakness
of Atletico Madrid? Understanding the opportunities, threats, strengths and
weaknesses, how should Atletico Madrid become a global club. Please elaborate your
thoughts.
Strength: The fans of atletico madrid; It had strong awareness and visibility in
Spain
Atletico Madrid brand was a valuable asset which was very familiar among spaniards.
Atletico madrid fans also never wavered he loyalty and devotion when this club are
relegated to segunda division, because this club are symbol of pride for working-class
in madrid that projected exicetemen and energy, dynamic, innovative and open to
change.
Weakness: Defined as underdog team; second class team after its cross-town rival
To many fans still reffered to the Club of born losers, because being second to Real
Madrid, and this fact was certainly evident to the sponsor.
Opportunity: Regions other than Europe as markets for significant potential
growth.
Even though Asia and China have lower participation rate in football games, but china
already rangked as having more people (26,6 milion) directly involved in the sport than
any other country. This is going to be opportunities for Atletico Madrid to expand
globally, but before that, chinas market likely to gravitate towards clubs with strong
winning histories, famous players and memorable brand image. Atletico Madrid should
capable to meet chinas market expectation to become well known globally
Threat: Relegation from La-Liga (Primera division)
Relegation could be disastrous for a club financially, competitively and even for brand
equity
There are several strategy to become global :
Being competitive in Europe
Atltico Madrid need to qualify for Europe, and the effect is we can secure a
good television deal and if possible in the mid-term. The clubs internationalization
implies playing in European competitions because although tours are of interest,
financial benefits and whether a club is well known or not derive from sporting success
in the Champions League. Just making into the thirty two teams in the champions
league, the revenue that we can get for about 10-15 percent from a club annual revenue
and appeareance in the final could add over $ 50 milion revenue from merchandising,
ticket sales and television.

Club Tour
Playing an exhibition matches againts local teams in Asia would be beneficial
for Atletico Madrid, because it could improving awarness about the brand of the club.
The purpose is to attract as many as attandance. Atletico should have key- star players,
maybe for 3 or 4 as the icon of the club, so it can be successful to build the brand in
global market also boost the revenue from ticket sales and merchandise by have an
iconic star. The second class-team or underdog- attached will be missed if Atletico
succeed to recruit star player and successful to develop the youth-academy.
Targeting globally-recognized sponsor
Atletico Madrid sohould consolidating advertising into one lead global agency
for advertising and media buying in order to drive big iedeas and maintain constistency
in brand meaning. Sponsoring companies were willing to pay significant amounts for
contracts if the club could give them access to promote their products to the growing
global audience. This will become a chance for Atletico to build its brand.
Self-Sufficiency Strategy
Aplicate through revenue generation from match day, broadcast, and
commercial revenue, rather than being dependent on invesment that could insulate club
for poor performance. The tactics to push the revenue and building awarness of the fans
locally and globally such club-level seats and private boxes in Vicente Calderon
Stadium, loyalty schemes through direct mail and using its website, and membership
tier for younger fans that include ticket price and acess to special events.
Building the relationship around the world
Atletico Madrid could creating club-to club partnesrhip, for example partnering
football club in china, or in south america. Establishing coaching programs could be
an additional option maybe, the purpose is to encourage coaches to train hows the
philoshopy of Atletico Madrid way.
Building New Stadium
The strenght of Atletico Madrid is loyal local fans, we can make them happy by
providing brand new facililities, while maintaining them, indirectly we also attract the
global supporter come to our home ground by welcoming thousand of tourist for
stadium tours and Atletico Madrid Football Club Museum. Management should have
an agreement about the stadium sponsorship. The name of stadium maybe from
sponsors name; ex: Fly emirates Stadium, Coca Cola Stadium or the Abu Dhabi
Stadium, to improving awarness globally while gaining revenue from this agreement.
CRM (Customer Relationship Management)
It was adapted by English Football Team; Manchester United and Arsenal are
successfully building their brand with it. It can be also adapted to Atletico Madrid
because with employing a CRM system throughout the organization, the club would be
able to communicate with fans around the world and create pathways for those fans to
interact with the club.