Maria Sharapova: Marketing a Champion (A) Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Introduction

The paper aims to address the internal and external analysis through the use of SWOT, PESTEL, Porter’s forces and Value chain for Maria Sharapova, so in order to market her as a champion. The paper also discusses the future aspects for Maria Sharapova and the strategies feasible for IMG to market her as a brand. Furthermore, recommendations are also provided to IMG in developing those strategies that enhances the chances of growths of Maria Sharapova as a brand.

Problem Statement

Due to a sudden increase in the fame for the seventeen year old Maria Sharapova in her tennis career by winning the Wimbledon Grand Slam, IMG is concerned in devising the right strategies for Maria Sharapova in developing her as a brand to be marketed. The company has to identify the best approach to market Maria Sharapova as a champion and is concerned about the various endorsement options available to her while maintaining a strong tennis career.

Internal Analysis

SWOT Analysis

Strengths

Maria Sharapova is the leading brand in sports industry when it comes to talent and beauty. Maria Sharapova has won the biggest grand slam title Wimbledon while she was just seventeen years old and defeated the world no.1 Serena Williams. By knowing that her family had struggled greatly in the past few years to give her a spot in tennis career makes her story even more incredible. Sharapova has a strong sales team of IMG which manages her daily activities and Eisenbud himself manages the endorsement activities of Maria Sharapova and makes sure she gets the best of everything. Audiences have easily recognized her name and her reputation as she was amongst the sixth most searched sports celebrity on Google after winning the Wimbledon title. The Sharapova team relationship is based on trust and mutual understanding as they make decisions on the basis of consensus and support from her family and friends.

Weaknesses

Due to the initial career development of Maria Sharapova, it is difficult for IMG to focus more on endorsement deals because she does not have to portray herself as a celebrity, but instead she has to develop an image as a sports athlete. As Maria Sharapova has to be selective in choosing the brands that reflect her image, therefore it would reveal low revenues as compared to those brands who are willing to choose Maria Sharapova in their brand endorsement deals.

Opportunities

The more tournaments are won by Maria Sharapova would earn her a positive brand image which ultimately result in higher chances of increased brand endorsements and other offers. By focusing more on her career development instead of appearing in the endorsement deals would allow Maria Sharapova’s brand image to increase and revenues to multiply when she gets hold of the game and can focus on endorsements. Due to the favorable economic conditions, companies are investing more on endorsement to get customers attracted towards their brand.

Threats

Due to the increased talent across the globe, many players have emerged that could be compared with the class of Maria Sharapova in terms of her talent for tennis and also in terms of beauty. Any verbal abuse, assault or failing the dope test would decrease the credibility of Maria Sharapova in the eyes of her audience and followers, which would also contribute towards less endorsement opportunities provided by big companies. Many endorsement activities may affect the performance of Maria Sharapova, which might result in the decline of her performance.

Value Disciplines Model

The particular model has been produced by Treacy and Wiersema in the year 1995 in understanding the disciplines of the organization (Treacy & Wiersema, 2007). The model contains three generic value disciplines which have been described below in the light of the case:

Operational Excellence

The heavy focus of Maria Sharapova have been laid upon in developing her tennis career and to get minimum number of endorsement deals so that the brand can be developed when it is time. The under cooked brand may hamper the growth and would not be attractive for the longer run.

Product Leadership

The product leadership that Maria Sharapova possesses includes her talent and thirst for the game of tennis and her determination to keep her strength going in the straight direction until she find the number one spot in the WTA rankings. Due to her great start of her career, she has higher rates for brand endorsements......................

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In July 2004, the then 17-year-old Maria Sharapova won Wimbledon, perhaps the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship lead to a stream of new opportunities. What would be the best approach to the management and marketing of a champion like Maria Sharapova? Which of the various proposals would be appropriate to conduct the approval? And how could Eisenbud best leverage the resources available to him in the IMG? Allows for in-depth consideration of marketing issues and, in particular, sport facilities approved in the context of a world class athlete. (In 2006, Sharapova is one of the world's most famous sports figures, and its highest compensated female athlete.) Offers a unique view of the world "team Sharapova" consisting of Sharapova and her advisers at IMG, the leading sports, media and entertainment facilities . Contains rich information on the way in which the structure of the IMG sales process, and may serve to illustrate the best practices and key compromise in sports or entertainment marketing initiatives.
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by Anita Elberse, Margarita Hunger Source: Harvard Business School 17 pages. Publication Date: May 23, 2007. Prod. #: 507065-PDF-ENG