Strategic Decision Making Simulation Using SMART Framework: Case Study at Football Business

• Main Author: Dzaki, Almer
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40810
• Institution: Institut Teknologi Bandung

Football has turned into an enormous industry with so many people involved in the sport. Along with the growth of the sport, football club also transforms into a business entity. Football is a very unique business that it has, not just loyal, but militant customers which identified as supporters or fans. The business succeeded to build emotional relationship with their fans that in many events, they passed the loyalty into their children and grandchildren, even if the club is considered mediocre. However, football fans are known to be very loud in demanding improvement. As fans felt they have given everything to the club, they expect the club to do the same. This fact comes as opportunity and also challenge for the club, since many obstacles are on the way. But problems are there to be solved, and business decision needs to be made to solve it. And before stepping into decision, further analysis is necessary. This research collaborated with an Indonesian football giant which has great potential to develop their business and maintain their achievement. This research aims to define a strategic problem and find the best possible solution to handle it using three decision analysis methods: Value-Focused Thinking (VFT), Analytic Hierarchy Process (AHP), and Simple Multi-Attribute Rating Technique (SMART), with club’s management acts as decision maker. The research wants to incorporate club’s values and acknowledge past experience of the decision maker into numerical analysis. It is discovered that match safety is the strategic problem that needs to be solved, as it can cut loose knot on other problems. Meanwhile, coordination with supporters in terms of safety issue became the most preferable solution for mentioned problem