Manchester United have become "mediocre" and the club cannot shy away from "difficult and unpopular decisions" as they seek to return to the top says co-owner Jim Ratcliffe.

Ratcliffe's comments echo those of new manager Ruben Amorim, who said Friday that United are a "massive club" but not a "massive team".

Ratcliffe's company INEOS took over the club's football operations earlier this year but United have continued to struggle on the pitch despite a shock FA Cup win last season.

The Old Trafford hierarchy lost patience with manager Erik ten Hag at the end of October, replacing him with highly rated Sporting Lisbon boss Amorim.

"The club has drifted for a long period of time, a decade or so," Ratcliffe told the United we Stand fanzine. "Manchester United has become mediocre.

"It's not elite and it is supposed to be one of the best football clubs in the world. That's what it used to be under Alex (Ferguson). There is major change to come to achieve elite status. There has already been huge change."

United have not mounted a sustained challenge for the Premier League title since Ferguson won the trophy in his final season in charge in 2012/13.

"We have to make some difficult and unpopular decisions," said British billionaire Ratcliffe. "If you shy away from the difficult decisions then nothing much is going to change."

Ratcliffe, who has overseen an overhaul of United's backroom staff since his arrival, criticised the club's recruitment.

"We must have the best recruitment in the world," he said. "Data analysis comes alongside recruitment. It doesn't really exist here. We're still in the last century on data analysis here."

He added: "These things don't happen overnight. You can't just flick a light switch and sort out recruitment. It's all about people and we need to find the right people."

Ratcliffe spoke highly of "intelligent, thoughtful" new coach Amorim and said the club had a "great chief executive" in Omar Berrada.

"It's one of the biggest challenges in the sporting world, taking United back to where the club should be," he said.

"That's a very rewarding challenge if we get there, but it's a rocky road with ups and downs."

Ahead of Saturday's home match against Nottingham Forest, United were 13th in the Premier League table.