Harvard Case - Mohamed Salah
"Mohamed Salah" Harvard business case study is written by Anita Elberse, Taher El Moataz Bellah. It deals with the challenges in the field of General Management. The case study is 26 page(s) long and it was first published on : Sep 8, 2023
At Fern Fort University, we recommend a comprehensive strategy for Mohamed Salah to leverage his exceptional talent and brand value, maximizing his impact both on and off the field. This strategy encompasses several key areas: * Strategic Partnerships: Developing strategic partnerships with global brands aligned with his values and target audience. * Personal Brand Development: Cultivating a strong personal brand through strategic content creation, social media engagement, and philanthropic initiatives. * Business Ventures: Exploring and investing in strategic business ventures that align with his interests and expertise, including sports-related businesses, fashion, and media.* Financial Management: Establishing a robust financial management system with a team of experienced advisors to ensure long-term financial security and growth.* Legacy Building: Focusing on building a lasting legacy through impactful philanthropic initiatives and community engagement.
2. Background
This case study focuses on Mohamed Salah, a world-renowned professional footballer, and his journey to becoming a global icon. Salah's exceptional talent and dedication have propelled him to the pinnacle of his sport, earning him numerous accolades and a massive global fan base. The case study explores the challenges and opportunities presented by Salah's immense popularity and the need to strategically manage his career and brand to maximize his impact and legacy.
The main protagonists of the case study are:
- Mohamed Salah: The Egyptian footballer, seeking to leverage his success and global recognition for personal and professional growth.
- His Management Team: Responsible for guiding Salah's career decisions, negotiating contracts, and managing his brand.
- Sponsors and Partners: Companies seeking to leverage Salah's popularity for marketing and brand promotion.
- Fans and the Public: The global audience that admires Salah's talent and personality.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
- SWOT Analysis:
- Strengths: Exceptional talent, global recognition, strong brand image, positive public perception, large and loyal fan base.
- Weaknesses: Limited business experience, potential for overexposure, vulnerability to negative publicity.
- Opportunities: Expanding brand reach, developing new business ventures, creating a lasting legacy through philanthropy.
- Threats: Competition from other athletes, changing media landscape, potential for injury, negative public perception.
- Porter's Five Forces:
- Threat of New Entrants: High, due to the increasing popularity of football and the rise of social media influencers.
- Bargaining Power of Buyers: Moderate, as fans have a strong influence on brand choices, but Salah's popularity gives him leverage.
- Bargaining Power of Suppliers: Moderate, as sponsors and partners compete for the opportunity to work with Salah.
- Threat of Substitutes: High, as fans can choose to follow other athletes or engage with other forms of entertainment.
- Competitive Rivalry: High, as Salah competes with other top footballers for endorsements, sponsorships, and media attention.
4. Recommendations
A. Strategic Partnerships:
- Target Audience: Identify and prioritize partnerships with brands that resonate with Salah's target audience, focusing on global reach and alignment with his values.
- Long-Term Relationships: Establish long-term partnerships with brands that share a commitment to sustainability, social responsibility, and community engagement.
- Negotiation and Contractual Agreements: Ensure favorable contractual terms that protect Salah's brand image and allow for ongoing growth and development.
B. Personal Brand Development:
- Content Strategy: Develop a strategic content plan that showcases Salah's personality, values, and commitment to excellence, leveraging various platforms like social media, websites, and traditional media.
- Social Media Engagement: Actively engage with fans on social media, fostering a positive and authentic connection through meaningful interactions and behind-the-scenes content.
- Philanthropic Initiatives: Establish and support impactful philanthropic initiatives that align with Salah's personal values, demonstrating his commitment to making a difference in the world.
C. Business Ventures:
- Sports-Related Businesses: Invest in sports-related businesses like academies, training facilities, or sports apparel brands, leveraging his expertise and brand recognition.
- Fashion and Media: Explore opportunities in fashion and media, potentially launching his own clothing line or creating content for various platforms.
- Strategic Investments: Partner with experienced entrepreneurs and investors to identify and invest in promising businesses that align with his interests and expertise.
D. Financial Management:
- Financial Advisors: Assemble a team of experienced financial advisors with expertise in wealth management, investment strategies, and tax planning.
- Diversification: Diversify investments across various asset classes to mitigate risks and ensure long-term financial security.
- Transparency and Accountability: Establish transparent financial practices with clear reporting mechanisms to maintain accountability and build trust with stakeholders.
E. Legacy Building:
- Philanthropic Foundation: Establish a philanthropic foundation to support causes that align with Salah's values, leaving a lasting impact on society.
- Community Engagement: Actively engage with local communities through outreach programs, mentorship initiatives, and charitable contributions.
- Inspiring Future Generations: Use his platform to inspire future generations of athletes and young people to pursue their dreams and make a positive impact.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Salah's strengths, weaknesses, opportunities, and threats, considering his personal values, career goals, and the current market landscape. They are designed to:
- Leverage Core Competencies: Capitalize on Salah's exceptional talent, global recognition, and positive brand image.
- Align with Mission: Support Salah's desire to maximize his impact on and off the field, building a lasting legacy and inspiring future generations.
- Meet Customer Needs: Engage and connect with his global fan base, fostering a strong and lasting relationship.
- Outperform Competitors: Maintain a competitive edge by strategically managing his brand and exploring new opportunities.
- Quantitative Measures: Focus on maximizing financial returns through strategic partnerships, business ventures, and investment strategies.
6. Conclusion
Mohamed Salah has the potential to become a global icon, not only for his exceptional talent on the football pitch but also for his positive impact on society. By strategically managing his career and brand, he can leverage his immense popularity to achieve his personal and professional goals, build a lasting legacy, and inspire future generations.
7. Discussion
Alternative approaches to managing Salah's career and brand include:
- Focusing solely on football: Prioritizing his playing career and minimizing off-field commitments.
- Limited brand involvement: Restricting brand partnerships to a select few, maintaining a more exclusive image.
- Aggressive expansion: Pursuing a rapid expansion of business ventures and brand partnerships, potentially leading to overexposure.
The risks associated with the recommended strategy include:
- Negative publicity: Potential for negative media attention or public backlash, particularly if Salah's business ventures or philanthropic initiatives are not carefully managed.
- Overexposure: The potential for overexposure to lead to a decline in brand value and fan interest.
- Competition: The challenges of competing with other top athletes for sponsorships, endorsements, and media attention.
Key assumptions underlying the recommendations include:
- Continued success on the field: Salah's continued success and popularity are crucial for the success of his brand and business ventures.
- Positive public perception: Maintaining a positive public image is essential for attracting sponsors, partners, and fans.
- Strategic management: The effectiveness of the strategy depends on careful planning, execution, and ongoing monitoring.
8. Next Steps
- Develop a detailed strategic plan: Outline specific goals, objectives, and action plans for each area of focus.
- Assemble a team of advisors: Recruit experienced professionals in business, finance, marketing, and public relations.
- Implement a comprehensive marketing strategy: Launch a coordinated campaign to promote Salah's brand and business ventures.
- Monitor performance and make adjustments: Regularly assess the effectiveness of the strategy and make necessary adjustments to ensure optimal results.
This case study solution provides a framework for Mohamed Salah to leverage his exceptional talent and brand value to achieve his goals and leave a lasting impact on the world. By embracing strategic partnerships, personal brand development, business ventures, financial management, and legacy building, he can maximize his potential and become a true global icon.
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Case Description
In June 2022, Mohamed Salah, one of the world's best soccer players, and his lawyer and advisor Ramy Abbas Issa were in ongoing discussions with top English Premier League club Liverpool FC about a new playing contract for Salah. Arguably the Arab world's biggest sports superstar, Salah's contract was due to expire next summer and so this was the time to try to secure a big contract from his current club. But renegotiating with Liverpool had been a lengthy and increasingly tense process, and the two parties were still far apart. Salah for the first time had to face the possibility that his long-term future might be with another club. Were Abbas and Salah right to continue to push Liverpool for a better deal-even if Salah, who would turn 30 in a few days, already was one of the highest-paid players in the world? What was the right mix between fixed and variable compensation-specifically, was it wise for Abbas and Salah to entertain Liverpool's push for a higher share of performance-related compensation? And could and should Abbas and Salah bring his image rights to the table to try to break the deadlock?
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