Sunday, June 27, 2010

England in the World Cup 2010 - A Planning Review

Anyone who watched the England v Germany game today will have seen a terrible result. One that should rightly shake the nation into sorting out it's football team. We have been in trouble for a long time, and it's clear that our good qualifying performance was just papering over the cracks.

Why Fabio Capello Got It All Wrong - A Planning Guide

1. Failure of Research

Fabio clearly missed some major issues during his research. He saw the players in their league games, he had friendlies to test them out; and yet he seemed to blatantly miss the key points of the debrief. In fact, it has to be questioned whether his methodology was right, because even though he got some good debrief pointers (Gerrard is wasted on the wing. Heskey doesn't score. Crouch is a legend. Joe Cole might actually make us do something) Etc... he seemed to believe they weren't the key issues.

Even when the debrief was presented to him, he clearly wanted to take the bad client road and ignore it through stubborness. Which brings us on to point two.

2. There Is NO One Rule Fits All

His policy of only telling the team who is playing as they get on the coach is clearly not working, you could see that there was no togetherness in the play, no real confidence in themselves. Fabio made the mistake of thinking that what works over a season in club football could work in the World Cup. From a planning point of view, he failed to heed the warnings, and ignored the valuable insights at his disposal to the difference between club and national games.

Perhaps worst of all, he seemed to show a lack of market understanding in placing players in positions where they weren't strong, seeing the warning signs and still letting the competition take the dominant ground. He took initial campaign success and saw that as a sign that the team could take on the market leaders without any new strategies.

3. Understanding the Customer

In doing the above, Fabio managed to completely alienate the team's best customers. He got some good initial results, but when the team started to flag he failed to turn it around. Though the customer doesn't always know what they want, there were more than enough opportunities for Fabio to test and try out the tactics that loyal customers were calling for.

The team exhibited all the features that put customers off, that damage both the England and the Fabio brand significantly; and he could not fix them or rebrand successfully.

If England were a brand, they would be holding a pitch.

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