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En benchmarking studie om AC Milans intäktsmöjligheter
As the football industry develops into a highly competitive commercialized industry, football clubs must step up and improve their business strategy. This study focuses on the famous Italian club AC Milan, a club with many international titles but with declining revenues. The purpose of this thesis is to study how AC Milan can generate higher revenues by comparing its marketing and business strategy with the most profitable clubs in the world, the benchmarking partners Real Madrid and Manchester United. By using a benchmarking model, following the five steps of this process, conducting observation studies, an interview and examining secondhand information, gaps between the clubs were evaluated and analyzed. These evaluations became together with chosen theoretical references, the basis for the improvement suggestions and conclusions shown by the authors. The outcome of the benchmarking study shows that AC Milan has good possibilities to improve its match day revenues and its commercial revenues, through renovating and using its arena more efficiently and expanding its brand to unexplored markets, such as Asia. AC Milan will as a result base their business on more balanced and proportionate revenue channels.