Shooting for Success

"Shooting for Success" case on page 114 of your text. It is Case #3. This would help you in further understanding the concept of assessing the internal business environment for Strengths and Weaknesses using an actual scenario. The case has three(3) Discussion Questions on pages 114-115 related to the case that I would like for you to answer and submit.

Case #3  Shooting for Success

1. Talented players…the best in the world.  Stars from foreign countries.  A product that can be easily marketed across borders (broadcasting games, pushing merchandise).  In trying to formulate unique resources and products there is a tradeoff between localized leagues and simply marketing a global product (US league play and merchandise).  Should the NBA push into foreign national leagues?  Experiences in those countries so far may provide unique opportunities to develop team leagues or even create a world league…but it is not clear whether that is a great opportunity or not.  Problems could arise with existing leagues; there is probably not enough fan support for multiple leagues (nor enough sponsor support) but local leagues may be vulnerable to takeover and affiliation with the NBA is a prestige affiliation…national pride may work against you…imagine the reaction a foreign league would face if it tried to take over Major League Baseball!   
2. Value chain analysis to identify services that are not offered in the market but that customers will value.  Internal audit to spot inefficiencies and poor execution in product delivery.  For example, how does the NBA perform in contracting for television royalties in foreign countries?  That could be examined in an audit. Capabilities assessment would spot what the league could do (set up franchises worldwide, regional leagues, youth basketball camps, advertising, merchandising, broadcasting).  A key thing to keep in mind is that the product is such a high dollar investment and offers such strong returns that small efficiencies are probably not the best place to be working.  Instead, focusing on how to exploit opportunities with the existing products is probably their best use of time.  Once the market is truly saturated, then newer opportunities or efficiencies may be better ways to invest for future profits from the league.   
3. Local offices in many countries help the NBA exploit its established image, help keep the league aware of budding local talent and help keep consumers aware of the NBA brand.  Use of the Internet helps overcome the weakness that games are broadcast only in some areas…if they really want it they can subscribe over the web and can sell merchandise without local stores.  The weakness is that the customer must seek them out and by not having local stores in many locations there is an opportunity for local providers to supply “imitation or knock-off” products and not pay royalties