Κείμενο : Γιάννης Ψαρέλης (γράφτηκε το 2005). H Δανική Ομάδα CSC όπως είναι γνωστή και επίσημα καταγεγραμμένη είναι ουσιαστικά η ομάδα/ εταιρία Riis Cycling A/S, που ιδρύθηκε το 1996. Ο άνθρωπος που διοικεί την ομάδα είναι ο Δανός Bjaerne Riisοποίος είναι νικητής του Γύρου Γαλλίας και πολλών άλλων σημαντικών αγώνων (ετάπ στον Γύρο Ιταλίας και άλλων κλασσικών αγώνων). Η εταιρεία απασχολεί περισσότερα από 60 άτομα και το 2003 έλαβε το επιχειρηματικό βραβείο του περιοδικού Boersen Gazelle ως η εταιρεία της χρονιάς. Η CSC (Computer Sciences Corporation) παρέχει τεχνολογικά συστήματα και συμβουλευτικό μάνατζμεντ. Η εταιρεία παρουσίασε έσοδα 14,8 δισεκατομμυρίων δολαρίων την προηγούμενη χρονιά.
Ο ίδιος ο Riis μιλάει για την διαφορετικότητα και την φιλοσοφία της ομάδας :
«Στην ομάδα μας κάνουμε πολλά πράγματα διαφορετικά και σκοπεύουμε να συνεχίσουμε κατά αυτό τον τρόπο. Έχουμε θέσει κάποιες αξίες και εφαρμόζουμε αυτές τις μεθόδους οι οποίες είναι μέρος συγκεκριμένης φιλοσοφίας. Είναι κάτι στο οποίο έχουμε δουλέψει για ορισμένα χρόνια τώρα και η προηγούμενη χρονιά ήταν η πρώτη στην οποία φάνηκε ότι οι τεχνικές μας αξίζουν.
Ομαδική εργασία, σωστό κοουτσάρισμα και επαγγελματισμός είναι καινούργια πράγματα στον κόσμο της ποδηλασίας. Απαιτείται χρόνος ώστε να μπορεί να γίνει πραγματικότητα – να εφαρμοστεί- κάτι τέτοιο. Αλλά έχουμε διανύσει ένα μεγάλο δρόμο. Είμαστε γνωστοί ως η ομάδα που εστιάζει στο σύνολο και όχι στο άτομο. Είμαι πεπεισμένος ότι αυτό έχει συμβάλλει στην επιτυχία της ομάδας Team CSC καθώς και της εταιρείας Riis Cycling A/S.
Δεν πιστεύει ο καθένας σε αυτό που κάνουμε. Αυτό δεν με ενοχλεί : Είμαι ευχαριστημένος που η ομάδα μας είναι διαφορετική. Είμαι ακόμα πιο χαρούμενος γνωρίζοντας ότι έχουμε επιτύχει αποτελέσματα τόσο σε αθλητικό όσο και επιχειρηματικό επίπεδο, επιτυχίες οι οποίες μιλάνε από μόνες τους. Η ομάδα μας κατέχει κάτι το οποίο πολλές άλλες ομάδες θα ήθελαν να έχουν καθώς ξεκινήσαμε από το μηδέν και χρησιμοποιώντας τα σωστά εργαλεία. Αυτό μας βοήθησε να μπορέσουμε να δημιουργήσουμε την εικόνα μίας ομάδα όπου τα πράγματα προχωράνε και όπου οι αθλητές έχουν τις καλύτερες συνθήκες για να αναπτυχθούν. Είμαστε περήφανοι για την εικόνα μας και αναγνωρίζουμε ότι υπάρχουν ευθύνες και εργαζόμαστε ώστε να την διατηρήσουμε. Η βάση υπάρχει και είναι το αποτέλεσμα εντατικής εργασίας από όλους που είναι μέλη ή σχετίζονται με την ομάδα.
Ολη η ομάδα σκοπεύει να πορευτεί με αυτό τον τρόπο»
Στην ιστοσελίδα της εταιρείας διαβάζουμε ότι:
“ Στην Riis Cycling A/S πιστεύουμε οι αξίες μας είναι η βάση της εταιρείας μας. Σχηματίζουμε την βάση του πως εργαζόμαστε. Οι αξίες γίνονται μέρος της καθημερινότητάς μας με τους αθλητές μας στους δρόμους και όλο τον οργανισμό μας. Η εταιρεία μας είναι ένας οργανισμός που αποτελείται από ανθρώπους από διαφορετικές χώρες και κουλτούρες. Οι αξίες μας συντελούν να δημιουργήσουν ένα συγκεκριμένο τρόπο εστίασης στα πράγματα καθώς της αντίληψης, σχετικά στο πως πραγματώνουμε διάφορα σχέδια. Αυτό είναι σημαντικό στην επιτυχία μας»
Η ομάδα και ο ίδιος ο διευθυντής της κατηγορείται ότι δίνει υπερβολική έμφαση στο μάρκετινγκ και ότι κάνει έχει κάποιο επικοινωνιακό σκοπό. Φυσικά αυτό προσκρούει σε κάποια παραδοσιακή συναισθηματική προσέγγιση που υπάρχει στον χώρο της ποδηλασίας κατά την οποία θεωρείται ότι η μία επαγγελματική ομάδα πρέπει να ενδιαφέρεται πρωτίστως για την ποδηλατική/ αθλητική απόδοση.
Χαρακτηριστικά το έγκυρο Βρετανικό περιοδικό ποδηλασίας Cycle Sport στο τεύχος του Απριλίου του 2005 αναφέρει χαρακτηριστικά :
«Η Ομάδα CSC είναι διάσημη για το γεγονός ότι ντύνει τους αθλητές της και το προσωπικό της με στρατιωτικά ρούχα στην προπαρασκευαστική περίοδο και τους στέλνει στα άγρια μέρη, όπου υποκρίνονται ότι σκοτώνει ο ένας τον άλλο κάτω από το πατερναλιστικό βλέμμα του Βjaerne Riis».
(Στην ιστοσελίδα της ομάδας μπορούμε να βρούμε φωτογραφία όπου το πιο γνωστό της ομάδας Ιταλός Ivan Basso διακρίνεται σ ε ειδικό camp για team building στο στρατόπεδο ειδικών δυνάμεων της Δανίας ν αμαθαίνει να κατασκευάζει γέφυρες).
Φυσικά όμως γίνεται εύκολα κατανοητό στην εποχή μας η ίδια η βιωσιμότητα καθώς και οι αθλητικές επιτυχίες είναι σε συνάρτηση της επιτυχίας του προγράμματος μάρκετινγκ και επικοινωνίας της ομάδας.
Η Δανική ομάδα μπορεί να θεωρηθεί ως πρωτοποριακή στον χώρο της Επαγγελματικής Ποδηλασίας. Ιδίως στην δημιουργία και διατήρηση Σχέσεων με Χορηγούς. Ελπίζουμε αυτό να γίνει κατανοητό από τις Ελληνικές ομάδες ποδηλασίες, αυτές τουλάχιστον έχουν φιλοδοξία να ξεφύγουν από την ελληνική “μιζέρεια”.
Στην αρχή παρουσιάζουμε το γενικό πλαίσιο που διέπει τις σχέσεις με τις κύριες ομάδες κοινά (target groups), δηλαδή Χορηγούς- ΜΜΕ και Θαυμαστές/ Υποστηρικτές της ομάδας, και ύστερα παραθέτουμε τις επικοινωνιακές ενέργειες που χρησιμοποιούνται στην δημιουργία, διατήρηση και ανάπτυξη σχέσεων με αυτές. Είναι σημαντικό να τονίσουμε ότι όλες οι επικοινωνιακές ενέργειες είναι φανερό ότι είναι σε κοινό άξονα (συντασσόμενες αρμονικά ως μέρος ενός μίγματος προώθησης) καθώς επίσης και ότι αποτελούν μέρος αυτού που ονομάζουμε Integrated Marketing Communications (Ολοκληρωμένες επικοινωνίας μάρκετινγκ) που φυσικά δεν μπορεί παρά να συνταχθεί από ανθρώπους με υψηλό θεωρητικό υπόβαθρο, οι οποίοι έχουν και άριστη γνώση του περιβάλλοντος της επαγγελματικής ποδηλασίας.
1.Σχέσεις με Koινά Στόχους (Target Groups)
Σχέσεις με Χορηγούς
Ο υπεύθυνος μάρκετινγκ της εταιρείας αναφέρει τα παρακάτω στην εταιρική ιστοσελίδα :
« Οι Χορηγοί μας επωφελούνται από την ισχυρή οργάνωση της ομάδας CSC καθώς και την εκτενή εμπειρία μας στο αθλητικό μάρκετινγκ και τις Χορηγίες. Είναι εφικτό να διευθετήσουμε μεγάλα και μικρά χορηγικά προγράμματα. Υπάρχουν πολλές ευκαιρίες για την συνεργασία με την ομάδα CSC και είμαστε πάντοτε ανοικτοί να συζητήσουμε νέες ευκαιρίες και σχέδια γενικότερα. Είναι δική μας φιλοδοξία να δημιουργούμε ισχυρές συνεργασίες που παράγουν επιχειρηματικά αποτελέσματα για όλα τα μέρη. Επιδιώκουμε να εργαζόμαστε με εταιρείες οι οποίες διαβλέπουν οπτικές γωνιές και ευκαιρίες διαμέσω πολύχρονων σχέσεων, που θέλουν να είναι μέρος μίας ομάδας που έχει όραμα».
Σχέσεις με ΜΜΕ
Η ομάδα έχει ιδιαίτερη προβολή σε όλα τα περιοδικά ειδικού τύπου (ηλεκτρονικού και έντυπου). Σε όλες τις εκδηλώσεις της υπάρχουν δημοσιογράφοι. Επίσης υπάρχει φωτογραφικό αρχείο από όλες τις εκδηλώσεις, διαθέσιμο σε όσους δεν παρευρίσκονται.
Ο Διευθυντής Πωλήσεων και Μάρκετινγκ της ομάδας κ.Lars Andersen αναφέρει απευθυνόμενος σχετικά με την προβολή που λαμβάνει η ομάδα από τα ΜΜΕ:
«Η Ομάδα CSC λαμβάνεει εκτενή διεθνή κάλυψη από τα ΜΜΕ, δίνοντας την ευκαιρία στους Χορηγούς μας για εκτενή προβολή στην τηλεόραση, τις εφημερίδες, τα περιοδικά κ.τ.λ. σε μία μεγάλη ποικιλία αγορών. Αυτή η προβολή χρησιμοποιείται ώστε να ενισχυθούν οι μάρκες των χορηγών (sponsors brands) και να αυξηθεί η αναγνωρισημότητα της εταιρείας (awareness)».
2.Επικοινωνιακές Ενέργειες
Ιστοσελίδα (www.riis-cycling.com)
Στην αρχική σελίδα μας δίνεται η δυνατότητα να επιλέξουμε γλώσσα (Αγγλικά ή Δανικά) κάτι που είναι σημαντικό εάν σκεφτεί ότι σε πολλές άλλες ιστοσελίδες επαγγελματικών ομάδων ποδηλασίας υπάρχει μόνο μία γλώσσα, της χώρας από την οποία προέρχεται η ομάδα. Η ομάδα έχει θαυμαστές σε όλη την Υφήλιο και η ιστοσελίδα συγκεντρώνει πολλές επισκέψεις, ιδίως τώρα που οι προσδοκίες για νίκη τoυ αρχηγού της ομάδας στον Γύρο Ιταλίας και Γαλλίας είναι αυξημένες.
Στην ιστοσελίδα της ομάδας υπάρχουν τα παρακάτω:
• Βιογραφικά Αθλητών
• Νέα από εκδηλώσεις και αγώνες
• Φωτογραφικό Αρχείο
• Διαθέσιμα wallpapers
• Διαθέσιμα desktops
• Ηλεκτρονικό μαγαζί
• Παιχνίδι φαντασίας (phantasy game)
• Ζώνη Υποστηρικτών (Fan zone)
Ηλεκτρονικό μαγαζί
Διαμέσου της ηλεκτρονικής σελίδας της ομάδας μπορεί να προμηθευτεί κάποιος τα παρακάτω είδη (τα παρουσιάζουμε όπως είναι ταξινομημένα από την ίδια την ομάδα) :
Ι. Ποδηλατικά Ρούχα (cycling clothes)
• Ποδηλατική φανέλα (cycling jersey)
• Ποδηλατική κολλάν με τιράντες (bib cycling short)
• Ποδηλατικά χειμωνιάτικα ρούχα
• Καλύμματα ποδιών
• Κάλτσες
ΙΙ. Καθημερινά Ρούχα (casual clothes)
• Τ-Shirt που προωθούν στην Riis-Cycling Α/S
ΙΙΙ. Αξεσουάρ (accessories)
• Ποδηλατικό παγούρι
• Baseball cap
• Σκουφί χειμώνα
ΙV. Αναμνηστικά/ Επετειακά (memorabilia)
• Αυτόγραφα αθλητών/ Καρτολίνες
• Ημερολόγιο Γραφείου/ Τοίχου
• Αναμνηστικό ημερολόγιο του 2003
Υπηρεσίες Φιλοξενίας
Ο Διευθυντής Πωλήσεων και Μάρκετινγκ της ομάδας κ.Lars Andersen απευθυνόμενος προς τους Χορηγούς της ομάδας αναφέρει σχετικά με την υποδομή της ομάδας να σχεδιάσει και να υλοποιήσει προγράμματα φιλοξενίας :
«Οι Χορηγοί μας ενεργητικά εργάζονται ώστε να εκμεταλλευτούν το δέσιμο με τις αξίες της ομάδας ως μέρος της ανάπτυξης της μάρκας τους (brand development).
Σε συνεργασία με τους Χορηγούς μας, συντονίζουμε μικρές ή μεγάλες εκδηλώσεις για VIP, είτε αφορούν τους πελάτες των Χορηγών είτε το προσωπικό τους…
Η Ομάδα CSC προσφέρει στους Χορηγούς μας την ευκαιρία να συμμετέχουν σε μοναδικά γεγονότα VIP στην Δανία αλλά και Διεθνώς.
Οργανώνουμε ειδικά προγράμματα φιλοξενίας σχεδιασμένα με τέτοιο τρόπο ώστε να δίνεται η δυνατότητα στους καλεσμένους μας να απολαύσουν μία μοναδική εμπειρία ζωής.»
Στον Δρόμο (On the road)
H ομάδα έχει υπογράψει υπογράψει συμβόλαιο με την SKODA για να λάβει αυτοκίνητα συνοδείας καθώς και φορτηγά για την μεταφορά του εξοπλισμού.
Ειδικές εκδηλώσεις
Σε αυτή την κατηγορία η ομάδα είναι χωρίς «αντίπαλο». Το προσωπικό της συνεχώς προσπαθεί να δημιουργήσει εκδηλώσεις πέρα από τις καθιερωμένες, δηλαδή παρουσίαση ομάδας, συνεντεύξεις τύπου κ.τ.λ.
(Στην ιστοσελίδα της ομάδας μπορούμε να βρούμε φωτογραφία όπου οι αθλητές της ομάδας υπογράφουν καμβά στον οποίο έχουν αφήσει τα απομεινάρια των τροχών τους)
Συμπερασματικά
Τα στελέχη της ομάδας δεν έχουν “ανακαλύψει τον τροχό”. Απλά έχουν ένα όραμα, την υλοποίηση του οποίου την στηρίζουν σε βασικές αρχές οργάνωσης και διοίκησης εταιρειών και οργανισμών. Ο λόγος που παραθέσαμε τις επικοινωνιακές ενέργειες είναι για να δείξουμε ότι πρόκειται για απλά πράγματα, που όμως είναι μέρος ενός στρατηγικού σχεδιασμού βασιζομένου στο όραμα κάποιων ανθρώπων. Ετσι δίχως να χρειαστεί κάποιος να εισχωρήσει στα άδυτα της επαγγελματικής ομάδας κατανοεί το επίπεδο οργάνωσης. Μπορούν και οι ελληνικές ομάδες να επιτύχουν πολλά πράγματα αρκεί να οργανωθούν και να δουλέψουν βάση σχεδίου που με πίστη θα δεσμευτούν να υλοποιήσουν.
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