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A) Read The Following Case and Answer The Questions That Follow

The NFL uses e-commerce extensively including: 1) Online stores like NFLShop.com sell team merchandise globally generating billions in revenue. 2) Stores in China like Taobao sell NFL gear tapping into the large Chinese market. 3) Fans engage on social media like Facebook and Twitter where they get news and information. 4) Smartphone apps give fans real-time scores, videos and the ability to play fantasy games. 5) Stadiums have wireless allowing fans to watch replays, order food delivery to seats, and play games.

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Mathias Praise Rindi
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73 views

A) Read The Following Case and Answer The Questions That Follow

The NFL uses e-commerce extensively including: 1) Online stores like NFLShop.com sell team merchandise globally generating billions in revenue. 2) Stores in China like Taobao sell NFL gear tapping into the large Chinese market. 3) Fans engage on social media like Facebook and Twitter where they get news and information. 4) Smartphone apps give fans real-time scores, videos and the ability to play fantasy games. 5) Stadiums have wireless allowing fans to watch replays, order food delivery to seats, and play games.

Uploaded by

Mathias Praise Rindi
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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a) Read the following case and answer the questions that follow

E-COMMERCE AT THE NATIONAL FOOTBALL LEAGUE (NFL)

Professional sports are multibillion-dollar businesses in the United States, and they are growing rapidly in
many other countries. The National Football League (NFL), which consists of 32 teams, is a premier
brand of the most popular sport in the United States—football. The NFL uses e-commerce and other
information technologies extensively to run its business efficiently.

The following are some examples of e-commerce activities the NFL conducts both at the corporate level
and at the individual team level.

Selling Online

In addition to the official store (nflshop.com) and the individual team stores (e.g., the Atlanta Falcons),
there are dozens of independent stores that sell authentic, as well as replicas, of jerseys, hats, shirts, and
other team merchandise. Most of these sales are done online, which enables you to buy your favorite
team’s items from anywhere; you can also save with coupons. It is basically a multibillion-dollar B2C
business, supported by search and shopping tools, including price comparisons. In 2015, the NFL players
association picked EC giant fanatics to be the lead manufacturer and seller of licensed merchandise.
Several online stores sell tickets for NFL events, including resale tickets.

Selling in China

In October 2013, the NFL opened its official online store in China (nfl.world.tmall.com). To embark on
this venture, the NFL used two partners: Export Now to handle all the administration of the transactions
and Tmall.com (China’s leading EC seller with over 500 million registered members).

Information, News, and Social Commerce

The NFL is on Facebook where there is a company description and many posts by its fans. It is also on
Twitter where you can find information on upcoming NFL events and be one of its over 23,000,000+
followers. You can also get local news, including real-time sports scores texted to your smartphone. The
popularity of social media used by players created a need for a policy regarding the use of social networks
before and after (but not during) games.

Videos and Fantasy Games

Madden NFL 11 is a video game available across all major consoles with an adaptation for iPhone and
iPad versions of the game.

Smartphone Experience

Smartphones, and especially iPhones, now allow users to go online to view games in real time (some are
costly). You can also use the iPhone to view photos in the stadium that are projected on a TV and much
more. NFL mobile is a well-known option.

Wireless Applications in Stadiums


Several stadiums are equipped with state-of-the-art wireless systems. One example is the University of
Phoenix Stadium, which is the home of the Arizona Cardinals. Fans can access many high-definition TVs
in real time. Fans with smartphones can get real-time scores or purchase food and other merchandise. The
system also enables employees to process ticket sales quickly. In addition, fans can watch the game while
buying food in the stadium. The Cardinal’s marketing department can advertise the forthcoming games
and other events on the system. It also delivers data to coaches as needed during games. A similar system
(used in the Sun Life Stadium, home of the Miami Dolphins) enables personalized replay during games
(see the video about a special portable device titled “Miami Dolphins Transform Sun Life Stadium into
Entertainment Destination for Fans”. Also, you can order food online, have it delivered to your seat, and
pay for it electronically. Finally, you can play fantasy games while in the stadium. These EC applications
are designed to make fans happy and to generate revenue.

Sources: Based on Bathe (2015), Baysinger (2015), and material collected on Facebook and Twitter
(accessed February2017).

i. Identify all Business to Consumer (B2C) applications inside the stadium


ii. Identify all applications related to B2C in online stores
iii. Identify all (Business to Employee) B2E applications inside the stadium
iv. Explain the revenue model(s) used for applications inside the stadium
v. How is marketing done by the NFL?
vi. How does NFL maintain its relationship with customers to ensure
customer retention?

(5 marks@)

b) Using an example explain the advantages and disadvantages of moving a traditional brick
and mortar business online.

(6 marks)

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