In the past years, Chicago Blackhawks was the most popular sports team in Chicago, however, in the recent years, they have been facing numerous challenges that have become a threat to the entire organization and ranked as the worst franchise in the country by one of the leading sports websites. Based on the case study, the chairman seeks to identify a suitable strategy that would help turn around the already struggling organization.
A good step, to begin with, is to change the organizational structure and adopt a structure that is easy to adopt, implement and operate and which will ensure that they meet their proposed objectives which are evidently the functional Organizational Structure. The functional structure will departmentalize the organization according to the common job functions. The organization will group each department separately in one segment for all the marketers will be grouped, and the finance department will also be grouped. It is evident that this will help reduce the complexity of the operation and improve coordination of the departments.
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Based on the adopted organizational structure, it can be argued that marketing department is the key department that would help Chicago Blackhawks meets their objectives. With effective marketing strategy, the organization would be able to create a domestic and international brand awareness which would help to boot fan interest in Blackhawks. With suitable marketing strategy, the department will be able to attract new fans while retaining the present fans thus ensuring that the team fills their stadium for both home games. Intensive and extensive market awareness will give Blackhawks significant competitive advantage over its competitors comprised of including other Chicago sports teams. The marketing department is in a better position to ensure that Blackhawks achieves 100 percent capacity attendance, but this will entirely depend on the level of innovativeness, resources availability, and commitment.
