Real Madrid MBA Sports Management Thesis

5/21/2018 Real Madrid MBA Sports Management Thesis

1/47

MBA Sports Management

SPORT O

!"#$

"#$%&

"#&&'()


2/47


3/47

!"#$ &"'$#$ #$ ('(#)*&'( &+ ,- .*&"'/ 0,- 1'$& ./#'2(34 5"+ &*67"& ,' "+5

&+ 1' )+2.#('2& *2( ('*8 5#&" *2- $#&6*+2 #2 8#.' *2( &"*& &"' 1'$& 9#2(

+. 92+58'(7' &+ "*:' #$ &"*& 5"#)" #$ 8'*/2'( .+/ #&$ +52 $*9';


4/47

&'()*+,-./-0-)12

B#/$& *2( .+/',+$&4 < "*:' &+ $#2)'/'8- &"*29 ,- A*/'2&$ .+/ &"'#/ 8+:' *2( $6AA+/&

&"/+67"+6& ,- 8#.'; !"*29 -+6 1+&" .+/ 7#:#27 ,' $&/'27&" &+ )"*$' ,- (/'*,$; C-

$#$&'/$ ('$'/:' ,- $#2)'/' &"*29$ *$ 5'88; C- 7#/8./#'2(D$ 1'#27 1- ,- $#(' &"/+67"

&"' "#7" *2( 8+5 A+#2&$ +. ,- 8#.'4 &"*29 -+6;

< 5+68( 8#9' &+ $#2)'/'8- &"*29 ,- $6A'/:#$+/4 E/+.; E'(/+ F#*G4 .+/ "#$ 76#(*2)' *2(

$6AA+/& &"/+67"+6& &"#$ &"'$#$; H#$ )+,,'2&$4 I6'$+2$ *2( )+2&/#16+2 5'/' :'/-

1'2'.#)#*8 #2 ,- )+,A8'+2 .+/ &"#$ &"'$#$ *2( &"' 5"+8' A/+7/*,; < 8'*/2'( ./+, "#,

* 8+&; < 5+68( *8$+ 8#9' &+ &"*29 E/+.; C#76'8


5/47

34-'5167- 85009:;

!"#$ &"'$#$ A/+:#('$ *2 ':*86*+2 +. &"' #2#*8 16$#2'$$ A+&'2*8 +. * 2'5 *AA8#)*+2

16$#2'$$ #('* *& &"' )+2)'A&6*8 $&*7'; !"' 16$#2'$$ #('* #$ .+62('( #2 &"' )/'*+2 +. *

2'5 5'1O1*$'( $A+/&$ +/7*2#G#27 *AA8#)*+2; !"' *AA8#)*+2 #$ 7+#27 &+ 1' )*88'(

>PA+/&'88+?; !"' )+2)'A& *#,$ &+ .*)#8#&*&'4 A/+)'$$ *2( $&/6)&6/' 5+/8(5#(' $A+/&$

7*,'$ 5#&"#2 * )+,,62#&-; PA+/&'88+ 5#88 1' *18' &+ A/+:#(' *2 '..#)#'2&4 *..+/(*18' *2(

(#..'/'2*&'( &++8 &+ +/7*2#G' $A+/ 7*,'$ &"*& #2)86(' $+))'/4 1*$9'&1*884 :+88'-1*884

&'22#$ *2( ,*2- ,+/';


6/47

!"#$ *AA8#)*+2 5#88 1' )+22')&'( *2( /'7#$&'/'( &"/+67" B*)'1++9 #2 +/('/ &+ *)I6#/' *

8*/7'/ 26,1'/ +. (*&*1*$' 6$'/$;


7/47

*+,-.

/0 12345-6 7-89+9:93+;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; /

: '?-2?9-@;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; :9?-C;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; M

I0A0 %.:-2+E5 #+E5LC9C;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; O

"#$#%# &'()'* +,-./010222222222222222222222222222222222222222222222222222222222222222222222222 3

"#$#4# &5678690 :1;8 :568.2222222222222222222222222222222222222222222222222222222222 %?I0G0 *+:-2+E5 #+E5LC9C;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; /-C 15E+;;;;;;;;;;;;;;;;;;;;;;;;;;;; 9E5 15E+ ;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; A:-, 12389: E+, V3CC;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; A32->E2,;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; AM

R0G0 D3+:9+K-+>L 15E+;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; AO

X0 D3+>5=C93+ ;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; AR


8/47

%

#< =:*>,-0 ?-@6)616*)

H*:' -+6 5*2&'( &+ A8*- $+))'/ +2 * $622- (*- 5"'2 -+6 (#(2D& "*:' *2- 5+/94 16& -+6)+68(2D& .#2( *2-1+(- &+ A8*- 5#&" *2( &"'/' 5'/' 2+ 7*,'$ 7+#27 +2 *& -+6/

2'#7"1+/"++( )+6/&$T !"' A/+18', #$ &"*& &"'/' */' A/+1*18- * 8+& +. +&"'/ A'+A8' &"*&

8#:' 2'*/1- 5"+ */' *8$+ .*)#27 &"' $*,' A/+18', *2( 5+68( 8+:' &+ A8*-; H+5':'/4

&"'$' A'+A8' K6$& (+ 2+& 92+5 *1+6& '*)" +&"'/ *2( (+ 2+& "*:' &+ 7'& * 7*,' 7+#27;


9/47

4

!< =:*.5'1 A7-:76-+


10/47

$

)+2:'/$*+2; PA+/&'88+ 5#88 1' )+22')&'( &"/+67" B*)'1++9 #2 +/('/ &+ "*:' *))'$$ &+

A'/$+2*8 )+2&*)&$ *2( 1')*6$' #& #$ ,+/' 6$'/ ./#'2(8- *2( )+2:'2#'2&;


11/47

@

B< C526)-22 D*.-, E9)792F


12/47

"

$< A>G-'167-2F

! U'2'/*&' 2'5 /':'26';

! U/+5 * )6$&+,'/ 1*$';

! H#7" I6*8#&- (':'8+A,'2& $9#88$;

! P&/*&'7#) A8*22#27 *2( $'& 6A &"' A/+A'/ A*/&2'/$"#A$;

! P&/+27 &')"2+8+7-;

! N*A#( (':'8+A,'2& *2( A'2'&/*+2 +. ,*/9'& &+ '2"*2)' :#$#1#8#&- &+ A+&'2*8

*)I6#/'/$;

! Y/'*&' * A/*))*8 -'& *..+/(*18' *AA8#)*+2;

! C*9' A8*-#27 $A+/&$ '*$#'/;! C*9' A8*-#27 $A+/&$ ,+/' )+2:'2#'2&;


13/47

J

H< 81:91-/6' &)9,;262

HG-'167-2

!


14/47

3

H


15/47

K

8*'69,F L$'/$ 6$6*88- (+ 2+& 8#9' *AA8#)*+2$ 5"'/' A'/$+2*8 #2.+/,*+2 #$ )+88')&'(;

!"'/'.+/'4 PA+/&'88+ $"+68( '2$6/' &"*& &"' *AA8#)*+2 )+88')&$ ,#2#,*8 (*&* *1+6& #&$

6$'/$; H+5':'/4 5"'2 8+77#27 #2&+ * &"#/( A*/&- $#&' $6)" *$ B*)'1++94 &"' *AA (+'$ 2+&

$&+/' *2& 8+7#2 #2.+/,*+2 A/+:#('( 1- '*)" A*/&-; R$ 5#&" ,*2- *AA$4 &"' RAA ,*-

*8$+ /')+/( #2.+/,*+2 *1+6& &"' 6$'/D$ 8+)*+2 #2 +/('/ &+ )++/(#2*&' 5#&" 7*,'

8+)*+2$ *:*#8*18'; !"#$ #2.+/,*+2 $"+68( +28- 1' 6$'( .+/ #2&'/2*8 6$*7' /'A+/&$ *2(

$"+68( 2':'/ 1' $"*/'( 5#&" +6&$#(' A*/'$;

J-'L)*,*/6'9,F Y+,A8'J#&- ] *2( &"' .*)& &"*& *88 &"'$' )+,A+2'2&$ */' ,+2#&+/'( #2

(#..'/'2& $#8+$ ] *8$+ ,*9'$ #& "*/( &+ ,*2*7' * 16$#2'$$ $'/:#)' +/ *AA8#)*+2 *$ *

5"+8'4 5"#)" *8$+ #,A*)&$ A'/.+/,*2)'; RAA8#)*+2 )+,A8'J#&- #$ +2' +. &"' 1#77'$&

.*)&+/$ #,A*) *AA8#)*+2 A'/.+/,*2)'; !+(*-D$ *AA8#)*+2$ *2( $'/:#)'$4

A*/)68*/8- &"+$' ('8#:'/'( :#* &"' V'14 */' * ,+$*#) +. )+,A+2'2&$ $+6/)'( ./+,

,68A8' A8*)'$W (*&* )'2&'/4 )8+6(4 *2( &"#/(OA*/&-4 '& *8; V"#8' &"' )6$&+,'/ +/

',A8+-'' 8++9#27 *& * 1/+5$'/ 5#2(+5 $''$ * $#278' *AA8#)*+24 ,68A8' ,+:#27 A*/&$

,6$& 'J')6&' #2 &"' 'JA')&'( ,*22'/ &+ ('8#:'/ * 7/'*& '2(O6$'/ 'JA'/#'2)'; C*-1' &"'

V'1 $'/:'/ *2( *AA $'/:'/ */' /622#27 .#2'4 16& #. &"' (*&*1*$' #$ .*8&'/#274 6$'/

'JA'/#'2)' 5#88 $6..'/; S'#27 *18' &+ ,'*$6/' *2( 9''A &*1$ +2 *88 &"+$' ,+:#27 A*/&$ #$

&"' )"*88'27' *2( /'I6#/'$ *2 REC &++8 &"*& )*2 A/+:#(' * :#'5 #2&+ &"' A'/.+/,*2)' +.

*88 &"' A*/&$4 2+& K6$& #2(#:#(6*8 )+,A+2'2&$; B6/&"'/,+/'4 &"' 2'&5+/9 +2 5"#)" &"'

*AA8#)*+2 #$ 6$'( #,A*)&$ A'/.+/,*2)' &/','2(+6$8-4 '$A')#*88- .+/ ,+1#8' *2( )8+6(;

'2:#/+2,'2&; R &-A#)*8 *AA8#)*+2 #2)86('$ "62(/'($ +. &"+6$*2($ +. (#..'/'2&

)+2.#76/*+2 A*/*,'&'/$ *2( #$ $61K')& &+ 26,'/+6$ )"*27'$; !"' :+86,'4 :'8+)#&-4

*2( :*/#'&- +. )+2.#76/*+2 )"*27'$ +:'/5"'8,


16/47

L

5"'2 )+2$#('/#27 &"*& *2- ,#26&' ,#$)+2.#76/*+2 )*2 )*6$' * "#7" #,A*)& *AA8#)*+2

A'/.+/,*2)' *2( *:*#8*1#8#&- #2)#('2&;

3)76:*)0-)19,F PA+/&'88+ #$ *2 *AA8#)*+2 &"*& )/'*&'$ *2( +/7*2#G'$ $A+/ 7*,'$

1'&5''2 6$'/$; PA+/ 7*,'$ */' A8*-'( '#&"'/ #2(++/ +/ +6&(++/ ('A'2(#27 +2 &"'

A/'.'/'2)'; S6& 5#&" )+62&/#'$ 5#&" 'J&/',' )+8( +/ "+& 5'*&"'/4 #& 5#88 1' (#..#)68& &+

"+$& 7*,'$ +6&$#('; V'*&"'/ )"*27' #$ * "67' .*)&+/ *..') &"' 5*- &"' *AA8#)*+2

+A'/*&'$; R A*/)68*/ $A') #2 &"' *AA8#)*+2 #$ )"++$#27 +/ .#2(#27 * :'26' &+ "+$& &"'

7*,'; S6& 5#&" )+62&/#'$ 5"'/' #& #$ :'/- "+& &+ A8*- +6&$#(' +/ "*:#27 $2+5 ,+$& +. &"'

-'*/= &"' 26,1'/ +. :'26'$ #$ 8#,#&'( &+ #2(++/ )+6/&$ 5"#)" ,*9'$ #& :'/- /'$&/#)&'(;

K-/9, &)9,;262F !"' &5+ ,*#2 */'*$ +. )+,,+2 )+2&'2+2 &"*& *AA 6$'/$ *2( /':#'5'/$

8++9 &+ */' *AA .''$ 0*/' &"'- .688- (#$)8+$'( *& &"' ,' +. (+528+*( *2( #2 -+6/ &'/,$

+. 6$'T3 *2( (*&* A/#:*)- A+8#)#'$ 05"*& 6$'/ #2.+/,*+2 #$ )+88')&'( *2( $"*/'( 5#&"

+&"'/$4 *2( 5*$ #& (#$)8+$'( *2( )+2$'2&'( &+ #2 *(:*2)'T3; V"#8' /'768*+2 #2 &"'

,+1#8' ,*/9'& #$ #2 #&$ #2.*2)-4 +28#2' *AA$ )*2 .*88 62('/ &"' $)/6- +. &/6&"O#2O

*(:'/$#27 *2( (*&* A/#:*)- 8*5$ 5"#)" */' /'768*&'( 1- &"' B'('/*8 !/*('Y+,,#$$#+2D$ 0B!Y3 S6/'*6 +. Y+2$6,'/ E/+&')+2;


17/47

%?

(DMM.18690 &5F86N *5F

" O,MD70 I-;8 .177.8 1PM-D10761VD715, ,87F5

68WD168>

" +>;-, 78

" ' ,DPV86 5Q 0DV0717D780

H


18/47

%%

85OO,6-:M2 =*+-:

V"'2 #2A6&$ */' 2+& * 1#7 )+,A+2'2& +. )+$&$4 $6AA8#'/$ +. &"+$' #2A6&$ "*:' 8'$$

1*/7*#2#27 A+5'/; @+5 )+$& #2A6&$ A+$#:'8- *..')& PA+/&'88+; R 8+5 )+2)'2&/*+2 +.

$6AA8#'/$ ,'*2$ &"'/' */' ,*2- $6AA8#'/$ 5#&" 8#,#&'( 1*/7*#2#27 A+5'/; @+5

)+2)'2&/*+2 +. $6AA8#'/$ A+$#:'8- *..')&$ PA+/&'88+;

P-+ D9:(-1 3)1:9)12

R(:*2)'( &')"2+8+7#'$ ,*9' #& (#..#)68& .+/ 2'5 )+,A'&+/$ &+ '2&'/ &"' ,*/9'&

1')*6$' &"'- "*:' &+ (':'8+A &"+$' &')"2+8+7#'$ 1'.+/' '..'):'8- )+,A' !"'

/'I6#/','2& .+/ *(:*2)'( &')"2+8+7#'$ A+$#:'8- *..')&$ PA+/&'88+;

E*0O-16167- Q679,:;

B'5 )+,A'&+/$ ,'*2 .'5'/ .#/,$ */' )+,A' .+/ &"' $*,' )6$&+,'/$ *2(

/'$+6/)'$4 5"#)" #$ * A+$#:' .+/ PA+/&'88+; ^+& ,*2- */' *5*/' +. &"' A/+18', *2( :'/-

.'5 */' &/-#27 &+ $+8:' #&;

85>216151-2

V"'2 A/+(6)&$ *2( $'/:#)'$ */' :'/- (#..'/'2&4 )6$&+,'/$ */' 8'$$ 8#9'8- &+ .#2()+,A*/*18' A/+(6)& +/ $'/:#)'$ &"*& ,''& &"'#/ 2''($; !"#$ #$ * A+$#:' .+/ PA+/&'88+; R

8#,#&'( 26,1'/ +. $61$&6&'$ ,'*2 &"*& )6$&+,'/$ )*22+& '*$#8- .#2( +&"'/ A/+(6)&$ +/

$'/:#)'$ &"*& .68.#88 &"'#/ 2''($; @#,#&'( $61$&6&'$ */' * A+$#:' .+/ PA+/&'88+;

C5;-:M2 =*+-:

V"'2 16-'/$ */' 8'$$ $'2$#:' &+ A/#)'$4 A/#)'$ )*2 #2)/'*$' *2( 16-'/$ 5#88 $X 16- &"'

A/+(6)&;


19/47

%4

H 7I68-70 -005 F17I - U1;8, D 8Y786,-. Q- >8;8.5M860

"'-08 5Q >8;8.5MP8,7 F17I

.-D,


20/47

%$

H


21/47

%@

H


22/47

%"

- =:609:; &'167616-2F

#T R)1-:)9, K*/6216'2F

O !"#$ #2)86('$ :'26' /'$'*/)"4 *AA8#)*+2

(':'8+A#27 *2( 6$'/ #2&'/.*)';

OP+.&5*/' #$ ,*#2&*#2'( ':'/-(*-;

!T AO-:916*)2F

O R):#'$ /'8*&'( &+ &"' A/+(6)+2 +. A/+(6)&$

*2( $'/:#)'$;

O C*#2&'2*2)' +. *AA8#)*+2 *2( 5'1$#&';

BT 341-:)9, K*/6216'2F

OR):#'$ )+2)'/2'( 5#&" (#$&/#16 &"' .#2*8

A/+(6)& +/ $'/:#)' &+ )6$&+,'/$;

OPA')$ */' 7/++,'( + &"' 6$'/D$ A/'.'/'2)'$;

$T D9:(-16)/F

! C*/9'& #2.+/,*+2 $-$&',$;

! [2+58'(7' +. )+,A'+2;

! E8*22#27;

! P&/6)&6/' +. )8#'2& A+/&.+8#+;

! E/+(6)& A+8#)-;

! E/#)#27 A+8#)-;

! F#$&/#16+2 )"*22'8$;

! P*8'$ 2'&5+/9$;

! C*/9'Ē A/+,++24 *2( $A+2$+/$;

! F#/')& ,*/9'

! P-$&',$ &+ )/'*&' )6$&+,'/ 8+-*8&-;

! R2*8-$'$ &"' 2''($ *2( 5*2&$ +. )6$&+,'/$ *

/'$A+2$#18' .+/ )/'* *5*/'2'$$ *,+27

&*/7'& *6(#'2)' +. &"' )+,A*2- *1+6& &"' .

A/+(6)&$ *2( $'/:#)'$;

Y6$&+,'/ P'/:#)'

O !"' 5"+8' 'JA'/#'2)' #$ 1*$'( 6A+2 "#7" I6*8#&-4

A/+.'$$#+2*8 $'/:#)' *2( ,'' 6$'/D$ 2''($;


23/47

%J

- 85OO*:1 &'167616-2F

85OO,6-2

! Y+$& +. (':'8+A#27;

! Y+$& +. *6J#8#*/-

,*&'/#*8$;

81:5'15:- 9). D9)9/-0-)1

! P"*/'( :*86'$4 16$#2'$$

)68&6/';

! Z/7*2#G*+2*8 $&/6)&6/';

! B8'J#1#8#&-;

! C*2*7','2& $&-8';

! Y+/A+/*&'

)+,,62#)*+2$;

!


24/47

%3

V< D9:(-16)/ =,9)

C*/9'& /'$'*/)" *2*8-$#$ #$ )+2(6)&'( #2 +/('/ &+ 7*&"'/ *$ ,6)" #2.+/,*+2 *$ 5' )*2

+2 &"' &*/7'& ,*/9'&; !"#$ /'$'*/)" 5#88 1' (#:#('( #2&+ &"/'' A*/&$; !"' .#/$& 5#88 1' &"'

,*/9'& $'7,'2&*+24 &"' $')+2( 5#88 1' &"' ,*/9'& /'$'*/)" *2( &"' &"#/( 5#88 1' &"'

,*/9' ,#J;

V


25/47

%K

V

&++8$ &"*& */' 6$6*88- 6$'( */' .+)6$ 7/+6A$4 $6/:'-$4 .#'8( &'$&$ *2( #2&'/:#'5$; E/#,*/-

/'$'*/)" #$ 6$6*88- 1*$'( +2 $&*$)*8 ,'&"+(+8+7#'$ &"*& #2:+8:' $*,A8#27 *$ 8#&&8' *$ `

A'/)'2& +. * &*/7'& ,*/9'&; !"#$ - $*,A8' )*2 7#:' *2 *))6/*&' /'A/'$'2&*+2 +. *

A*/)68*/ ,*/9'&; !"' .+)6$ +. +6/ A/#,*/- ,*/9'& /'$'*/)" 5*$ &+ $'' #. +6/ #('* +. *

1/*2(O#2('A'2('2& *2( .688- )6$&+,#G*18' ,+1#8' *AA8#)*+2 .+/ +/7*2#G#27 $A+/

':'2&$ 5*$ *AA'*8#27 &+ +6/ ,*/9'& $'7,'2&*+2;

!"' A/#,*/- /'$'*/)" ,'&"+( 6$'( 5*$ #2&'/:#'5#27 #2&'/'$&'( 6$'/$ #2 A'/$+2 *2(

&"/+67" $+)#*8 ,'(#*; Z6/ $*,A8' +. A*/)#A*2&$ )+,1#2'( ./+, &"' +28#2' $6/:'-$ *2(

A'/$+2*8 #2&'/:#'5$ &+&*8'( &+ 6A &+ ab; !"' I6'$+2$ *$9'( 5'/' *$ .+88+5$W O

O SL-) *:/9)6W6)/ /90-2 *: +9)16)/ 1* >- O9:1 *@ 9 /90-X .* ;*5 @9'-

.6@@6'5,16-2 @6).6)/ O,9;-:2 9). 9OO:*O:691- 7-)5-2Y


26/47

%L

K"^ 0-1> _80 %"^ 0-1> E5

ZS*5,. ;*5 :91L-: L97- 9) 9OO,6'916*) 1* *:/9)6W- 9,, ;*5: 2O*:16)/

-7-)12X @6). 7-)5-2 9). @6). 52-:2 6)21-9. *@ .*6)/ 61 09)59,,;Y

S*$'( +2 &"' /'$68&$ 7*&"'/'(4 (':'8+A#27 *2( 8*62)"#27 &"' *AA8#)*+2 5+68( 1' 1*$'(

+2 &"' 2''($ +. &"' ,*/9'&; M:'2 &"+67" &"' $*,A8' +. A*/)#A*2&$ #$ 2+& &"*& 1#74 &"'

/'$68&$ 7*&"'/'( 5'/' :'/- #,A+/&*2&; !"' $*,A8' )+2$#$&'( +. #2(#:#(6*8$ 5"+ A8*-

$A+/&$ +2 * /'768*/ 1*$#$ *2( */' #2:+8:'( #2 8'*76'$ *2( A#)96A 7*,'$;


27/47

4?

V$% )#+ %',1, %6;; *', ./-*$0,1 /-, 6*7


28/47

4%

[=:6'-F

O(')* 6- *', 5);/, $2 *', 31$+/.* $1 -,156., *$ *', ?/8,17 C);/, 6- 5,18 '6


29/47

44

\< AO-:916*)2 9). U509) Q-2*5:'-2 =,9)

HN A8*22#27 #$ *2 #,A+/&*2& )+,A+2'2& +. $&/*&'7#) HN ,*2*7','2&;


30/47

4$

81-O #F R.-)16@; C526)-22 81:91-/; 9). P--.2


31/47

4@

NRQ8J ]3&Q ^AC8 P33?3?

81-O !F ^*> ?-2':6O16*) _#

k g+1 !#&8'W RAA l V'1 F':'8+A'/

k g+1 !-A'W E/+K')& 1*$'(

k N'$A+2$#18' .+/ )/'*Ē (':'8+A#274 6A(* *2( ,*#2&*#2#27 &"' *AA8#)*+2;

k N'A+/&$ &+ &"' YMZ;

`59,6@6'916*) :-a56:-0-)12F

#6,61;F

O R676$& `$&

f< K*'916*)F

O Y*2*(* +/ &"' C#((8' M*$&

8-,-'16*) 8*5:'-2F

] B/'' @*2)#27 R7'2)#'$] P+)#*8 '&5+/9$ 0@#29'(


34/47

43

] P*8*/- 'JA')&*+2$

A) 861- R)1-:76-+F

] !'$& &')"2#)*8 92+58'(7'

] Y"')9 &"' A/':#+6$ A/+K')&$ 5#&" )*2(#(*&' A/'$'2

] @#$&'2 &+ #('*$ *2( )/'*:#&- #2 (':'8+A#27 &"' A/+K')&;

] U/+6A (-2*,#)$4 #2&'/*) 5#&" +&"'/ )*2(#(*&'$;

N6)9, ?-'626*)F

!"' .#2*8 (')#$#+2 5#88 1' 1*$'( +2 &"' YMZ *2( * $A')#*8#$& *&&'2(#27 &"' P9-A' *2( Z2

P#&' #2&'/:#'5; !"' YMZ 5#88 &*9' &"' .#2*8 (')#$#+24 *8&"+67" &"' $A')#*8#$&D$ +A#2#+2 5#88

1' :#&*8; !"'- 5#88 1+&" 1' &*9#27 2+&'$ *2( &"'- 5#88 6$' * /* $-$&', .+/ &"'

)*2(#(*&'$ *2( 5#88 (#$)6$$ &"' )*2(#(*&'$ #2 ('&*#8 *.&'/;


35/47

4K

^*> ?-2':6O16*) _!

k g+1 !#&8'W RAA l V'1 F'$#72'/

k g+1 !-A'W E/+K')& 1*$'(

k N'$A+2$#18' .+/ ('$#72#27 *2( #22+:* &"' A/+K')&;

k N'A+/&$ &+ &"' YMZ;

`59,6@6'916*) :-a56:-0-)12F

# .-26/)

O E/':#+6$ 5+/9 +2 *AA8#)*+2$ *2( 5'1$#&'$ ,6$& 1' $"+52;

B< &>6,616-2 :-a56:-.W


36/47

4L

O M..#)#'2& *2( '..'):' )+,,62#)*+2

O !'*, 5+/9'/

O >Y*2 (+? *&&6('

O ZA'2 &+ 6/7'2& $#&6*+2$ 5"'2 'J&/* "+6/$ )+68( 1' /'I6#/'(

O C68O&*$9#27

O Y*2 )+A' 5#&" "#7"O:+86,'

O L2('/$&*2($ "+5 *AA$ 5+/94 5"*& ,*9'$ &"', 7/'*& *2( "+5 &+ A6& &"', &+7'&"'/ $+

&"*& &"'- */' /'8#*18' .+/ * 7/'*& 6$'/ 'JA'/#'2)'

O R18' &+ 5+/9 5#&" #ZP *2( R2(/+#( ('$#72#27;

$< ?516-2W

O E/'A*/' * A8*2 *2( $&/*&'7- .+/ &"' $&'A$ +. ('$#72#27 &"' *AA8#)*+2 *2( A/'$'2& #&;

O P+8:#27 )+(' A/+18',$

O Y/'* 1*)9 6A .#8'$

O N'$'*/)" *2( 9''A &"' *AA8#)*+2 6A &+ (*&' 5#&" ('$#72$;

O F'$#72#27 5'1A*7' 8*-+6&

O V/# *2( '(# )+2&'2&

O Y+,,62#)*&' 5#&" &"' 5'1X*AA (':'8+A'/ &"/+67"+6& &"' (':'8+A,'2& A/+)'$$;

O LA(* 5'1$#&'$

O N'A8- &+ 'O,*#8$ 5#&"#2 fc "+6/$;

O F'&'/,#2#27 &')"2#)*8 /'I6#/','2&$


37/47

$?

H< S*:( L*5:2F

!"#$ 5#88 1' * A/+K')& 1*$'(= 5#&" * $*8*/- "'2)' "+6/$ */' 2+& &"' ,*2*7','2&D$

/'$A+2$#1#8#&- *$ 8+27 *$ &"' K+1 #$ "*2('( #2 +2 ,';

V< &796,9>6,61;F

O R676$& `$&

\< K*'916*)F

O Y*2*(* +/ &"' C#((8' M*$&;

8-,-'16*) 8*5:'-2F

] B/'' @*2)#27 R7'2)#'$

] P+)#*8 '&5+/9$ 0@#29'(


38/47

$%

] R$$'$ *&&6('

] P*8*/- 'JA')&*+2$

A) 861- R)1-:76-+F

] !'$& &')"2#)*8 92+58'(7'

] Y"')9 &"' A/':#+6$ A/+K')&$ 5#&" )*2(#(*&' A/'$'2

] @#$&'2 &+ #('*$ *2( )/'*:#&- #2 ('$#72#27 &"' A/+K')&;

] U/+6A (-2*,#)$4 #2&'/*) 5#&" +&"'/ )*2(#(*&'$;

N6)9, ?-'626*)F

!"' .#2*8 (')#$#+2 5#88 1' 1*$'( +2 &"' YMZ *2( * $A')#*8#$& *&&'2(#27 &"' P9-A' *2( Z2

P#&' #2&'/:#'5; !"' YMZ 5#88 &*9' &"' .#2*8 (')#$#+24 *8&"+67" &"' $A')#*8#$&D$ +A#2#+2 5#88

1' :#&*8; !"'- 5#88 1+&" 1' &*9#27 2+&'$ *2( &"'- 5#88 6$' * /* $-$&', .+/ &"'

)*2(#(*&'$ *2( 5#88 (#$)6$$ &"' )*2(#(*&'$ #2 ('&*#8 *.&'/;

81-O BF N-926>6,61; *@ U6:6)/

V' 5#88 +28- 1' "#/#27 &5+ )*2(#(*&'$ *& &"' $&*/& +. &"#$ A/+K')&; !"' )+$&$ */' 7+#27 &+

1' 8#,#&'( &+ &"' ,' +. &"' YMZ4 &"' YMZ &/*:'8 )+$& *& &"' .#2*8 $&*7' 0#. 2')'$$*/-3 *2(

&"' .'' A*#( &+ &"' $A')#*8#$& *))+,A*2-#27 &"' YMZ; !"' *:*#8*1#8#&- +. (':'8+A'/$ *2(

('$#72'/$ #2 &"' ,*/9'& #$ +:'/8+*('(; !"' K+1 A+$$ 5#88 2+& )+$& *2-&"#274 *2( &"'

YMZ 5#88 6$' "#$ )+2&*)&$4 *$ "' 92+5$ * 8+& +. &+AO2+&)" (':'8+A'/$ *2( ('$#72'/$;

!"' )+$&$ */' 5#&"#2 &"' A/+K')&D$ 16(7'&4 *2( #& #$ 'J&/','8- .'*$#18' &+ 7+ &"/+67" &"'

"#/#27 A/+)'$$ +. &"' &5+ 2''('( )*2(#(*&'$ 5#&"+6& *2- A"-$#)*8 +/ .#2*2)#*8

)+,A8#)*+2$;


39/47

$4

f< N6)9)'69, =,9)

f


40/47

$$

i3 F6'$ *2( $61$)/#A+2$W R88 &"' $61$)/#A+2$ 5' "*:' &+ ,*#2&*#2;

a3 @#)'2$#27

q3 N'$'*/)" *2( F':'8+A,'2&

rPA+/&'88+s

h -'*/ El@ E/+K')+2INCOME 2014 % of OI 2015 % of OI 2016 % of OOperating IncomeSponsors 1,550 8.3% 3,139 6.5% 12,307 In-app Advertisements (non-converts) 1,174 6.3% 2,820 5.8% 4,330

In-app Advertisements(converts)

11,848 63.8% 24,379 50.3% 66,109 4

In-app Sales 4,000 21.5% 18,150 37.4% 53,206 3Total Operating Income

(OI)$18,572 100.0% $48,488 100.0% $135,952 10

Non-Operating IncomeGifts Received - - 2,500

Other 400 2,000 3,500Total Non-Operating

Income$400 $2,000 $6,000

Total INCOME $18,972 102.2% $50,488 104.1% $141,952 10

[42] EXPENSESOperating Expenses

Advertising 3,650 19.7% 6,200 12.8% 6,500 COGS 1,620 8.7% 2,200 4.5% 3,320

Dues and Subscriptions 775 4.2% 775 1.6% 775 Maintenance and Repairs 400 2.2% 960 2.0% 1,450 Payroll 4,500 24.2% 5,500 11.3% 10,000 Research and Development 200 1.1% 330 0.7% 750

Travel 3,000 16.2% 5,200 10.7% 7,500 Web Hosting and Domains 232 1.2% 232 0.5% 500 Other 350 1.9% 500 1.0% 1,200

Total Operating Expenses $14,727 79.3% $21,897 45.2% $31,995 2

Non-Recurring Expenses

Equipment and Software 330 1.8% 330 0.7% 1,300 Gifts & Awards Given - - - - 1,700

Total Non-RecurringExpenses

$330 1.8% $330 0.7% $3,000

Total EXPENSES $15,057 81.1% $22,227 45.8% $34,995 2

Net Income $3,915 $28,261 $106,957

NET INCOME $3,915 $28,261 $106,957


41/47

$@

f

R 1/'*9O':'2 *2*8-$#$ #$ * 9'- A*/& +. *2- 7++( 16$#2'$$ A8*2;


42/47

$"

Current BE Chart Current Pie Projected BE Chart ProjectedSales $ 4,000$ Fixed % 115.60% Sales $ 53,206$ Fixed

Fixed $ 4,624$ Total Variable % 70.00% Fixed $ 10,099$ Total Variable

Total Variable $ $2,800 Profit % (85.60%) Total Variable $ $15,962 Profit

Current Projected THE B/E POINT IS IN NEXT YEAR

Sales $ $4,000 $53,206 BECAUSE PROFIT IS NEGATIVE.

Fixed $ $4,624 $10,099

Total Variable $ $2,800 $15,962

Total Variable % 70% 30%

Operating Profit $ ($3,424) $27,145

Break-Even % 385% 27%

BE Dollars $15,413 $14,427

BE Date Nov 06 Apr 07

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

0

20

40

60

80

100

Current Break-Even Chart Analysis

Fixed % Total Variable % Profit % Fixed % Total Variable

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

0

20

40

60

80

100

Projected Break-Even Chart Analysis


43/47

$J

f


44/47

$3

f


45/47

$K

g< E*)',526*)

R$ &"' ,+1#8' 8*2($)*A' ':+8:'$4 &"' +2' )+2$&*2& #$ &"' 5'*8&" +. +A+2$ *:*#8*18' &+

&"+$' 5"+ 5#$" &+ ('8#:'/ )+2&'2& (#7#&*88-; !"' /*A#(8- 7/+5#27 6$'/ 1*$'$ *2(

)+,A':' *AA ,*/9'&$ .+/ 1+&" RAA8' *2( R2(/+#( (':#)'$ ,*9' #& * 5#$' (')#$#+2 &+

(':'8+A )/+$$OA8*&.+/, 5"'/':'/ A+$$#18'; V#&" &"#$ $A')#.#) *AA8#)*+24 #& #$ ,*(' #2 *

5*- &+ &*/7'& * $A')#.#) ,*/9'& *6(#'2)'; R2( &"' 7++( 2'5$ #$ &"*& &"#$ $A')#.#) ,*/9'&

*6(#'2)' #$ #2 2''( +. &"' *AA8#)*+2;

P61$'I6'2&8-4 1*$'( +2 &"' /'$'*/)" *2( *2*8-$#$ 7*&"'/'( #2 &"#$ &"'$#$4 #& #$ :#'5'(

&"*& #. ':'/-&"#27 7+'$ *))+/(#27 &+ A8*24 &"' 8*62)" +. PA+/&'88+ #$ 7+#27 &+ 1'

$6))'$$.68; !"' 'J&'/2*8 .*)&+/$ *..') &"' A/+$A'/#&- +. &"' *AA8#)*+2 */' 2+& &"*&

$&/+274 &"' .#2*2)#*8 A8*2 7*:' 7++( /'$68&$ *2( *88 &"' +&"'/ *2*8-$#$ 7*:' 7++( /'$68&$

*$ 5'88;


46/47

$L

C6>,6*/:9OL6' Q-@-:-)'-2

RAA P&+/' N':#'5 U6#('8#2'$; 0fp`p4 P'A&',1'/ v3; ; N'&/#':'(4 ./+,


47/47

@?

E#'//-4 g; 02;(;3; C+1#8' C*/9' P&/*&'7#'$W !"' E/+$ *2( Y+2$ 5"#)" *..')& -+6/

*AA8#)*+2D$ :#$#1#8#&-; ; N'&/#':'( 4 ./+, "&&AWXX555;A#'//-#2&'/*):';)+,XA#5AfX5AO

)+2&'2&X6A8+*($Xfp`cXpfXC+1#8'OC*/9'OP&/*&'7#'$Og*26*/-Ofp`c;A(.

E+/&'/e$ B#:' B+/)'$ C+('8W

Date post:	12-Oct-2015
Category:	Documents
Upload:	hatemhammour
View:	36 times
Download:	1 times

Real Madrid MBA Sports Management Thesis

Documents