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Major League Baseball: Strategy Calibration in Light of COVID-19
內容大綱
Major League Baseball (MLB) had been financially impacted by the COVID-19 pandemic. With a shortened season without fans in attendance, revenue-generating opportunities decreased dramatically from previous years. This case examines issues that MLB teams dealt with during the 2020 season, including the loss of revenue during the worldwide COVID-19 pandemic. How would MLB move forward into the 2021 season, having lost a significant amount of money in the previous year? How should its teams invest their resources to maximize earning potential—despite the ongoing pandemic—for this upcoming season and possibly years to come?
學習目標
This case is suitable for undergraduate courses in marketing, management, or strategy where the instructor’s focus is on strategic decision-making. This case would also be of interest in a sports marketing course as it discusses MLB. Additionally, this case would be valuable for courses that include discussions on trade-offs in investments in different marketing activities. After working through the case and assignment questions, students will understand the following elements of strategic marketing management:<ul><li>The Boston Consulting Group (BCG) growth share matrix.</li><li>The difficulty of resource allocation.</li><li>The changing external marketing environment.</li><li>Innovation in a time of crisis.</li></ul>