Internal And External Analysis In Sports

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Athletes and teams alike need to develop strategies in order to achieve success. Lennox Lewis, former Undisputed Heavyweight Boxing Champion of the World, claims that strategy was the key to his success; ‘’He could never beat me as long as I had a good strategy.” (Beech, J. & Chadwick, S. 2004.) The same can be said for sports organisations. Sports organisations use strategic management to analyse their current situation and, in turn, examine how this situation can be improved in the future. They develop a plan of action, so to speak, to both set and achieve goals. However, a plan and a strategy are not the same thing. ‘’Strategy can be defined as the process of determining the direction and scope of activities of a sport organization in light…show more content…
Internal analysis involves examining the business’ current situation from within the organisation, whereas external analysis includes factors that the business does not have control over but may need to utilize or avoid. The business should carry out a SWOT analysis, identifying its’ own possible strengths, weaknesses, opportunities that may arise and threats that they may face in the future. Strengths and weaknesses tend to come from within the organisation, such as good infrastructure or poor coaching staff, making them internal. However, opportunities and threats generally tend to come from outside of an establishment. Further political, economic, sociological and technological (PEST) analyses are carried out by an organisation to examine the opportunities and threats that may arise, such as a government grant or a new competitor in the…show more content…
& Lazenby, J.A.A,. 2004.). This effectively means that it involves introducing methods to implement an organisation's strategies into the running of said organisation. It, too, involves tools, such as leadership, motivation, communication, organisational structure and organisational culture. Finally, sports organisations must carry out strategy evaluation. This stage assesses both the performance measures of the organisation and the success of its' strategy implementation. It is carried out at the end of the goal's original time span to assess whether or not these goals were
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