This is an English Assignment, The Case Study only require Answer Number 2.

Chapter 2 Global E-business and Collaboration 85 CASE STUDY QUESTIONS 1. What systems does CFG use, and what do those systems offer the Group? 4. What is the role of technology in enabling CFG to 2. What is the role of information systems in CFG's grow the fan base? success? 3. How does innovative use of digital technology en- courage fan engagement? Case contributed by June Clarke, Sheffield Hallam University performance of the organization as a whole. Figure 2.6 shows that the archi- tecture for these enterprise applications encompasses processes spanning the entire organization and, in some cases, extending beyond the organization to customers, suppliers, and other key business partners. Enterprise Systems Firms use enterprise systems, also known as enter- prise resource planning (ERP) systems, to integrate business processes in man- ufacturing and production, finance and accounting, sales and marketing, and human resources into a single software system. Information that was previously FIGURE 2.6 ENTERPRISE APPLICATION ARCHITECTURE Enterprise applications automate processes that span multiple business functions and organizational levels and may extend outside the organization. Customers, Suppliers, Business Partners Processes Distributors Enterprise Systems Customer Supply Processes Relationship Chain Management Management Processes Systems Systems Knowledge Management Systems84 Part One Organizations, Management, and the Networked Enterprise INTERACTIVE SESSION ORGANIZATIONS How City Football Group and SAP Manage a Winning Combination The Premier League in the United Kingdom is one of be engaging, informative, and meaningful wherever the world's most lucrative football leagues; a number it is displayed, so the backend systems that CFG has of its clubs are now recognized as global brands with invested in through its partnership with SAP give the loyal fans worldwide. With television rights bringing in content team access to data that can be converted large sums of money, the pressure on teams to do well into accessible, user-friendly information. When a and to produce consistently winning performances is data-driven environment captures large amounts of constant. To be crowned Premier League Champions data from various touch points, outlets for sharing has significant financial rewards attached. that data with fans must ensure that relevant informa- City Football Group (CFG) is a global operation con- tion is provided at the right time. Through access to sisting of four different clubs: Manchester City (men the various databases, the content team can send out and women), New York City FC, Melbourne City FC, detailed player analysis and relevant statistics as well and Yokohama F. Marinos. With eight offices operating as produce informed items on player performance in a in seven countries, effective management information format likely to appeal to fans. is essential. The Group has significant trophy-winning Manchester City, or "Man City" as it is more com- aspirations, but it realized that simplifying its opera- monly referred to by its "Cityzens," has grown to over tions and scaling the business while enhancing its fans' 250 fan branches worldwide. Of course, only a limited experience required a technology partner. SAP was number of fans can actually attend the live games, so chosen as the preferred technology partner and official provision has to be made for a positive digital experi- provider of a variety of cloud-based solutions. ence for those fans following online. The Amazon With the strategic aim of growing its business activi- Prime documentary All or Nothing: Manchester City ties, CFG required systems that provide accurate in- formation for people working at different levels within provided fans with a behind-the-scenes view of the 2017-18 season. A Man City Cityzens digital member- the organization regardless of location, There was also ship platform, a virtual reality app and a free app- an emphasis on enabling standard back-end operations based platform for Man City kids, was launched in key to any successful business activity, such as HR, procurement, finance, and operations. To facilitate the April 2018 specifically for a target audience of children work of managers and coaches, match-day prepara- aged 7 to 11 to help secure the next generation of fans. tion also includes access to statistics on not only the Since the team was crowned Premier League Cham- Club's players but also on opponents. SAP's Challenger pions in 2017-18 and broke a number of records along Insights provides data on opposing teams to help with the way, it is expected to continue consolidating its this preparation; the cloud-based technology identi- position in both the Premier League and European fies patterns of play and formations and also provides competitions and to meet the expectations of its global a visual perspective. This is available on tablets in the fanbase. With fans' appetite for current data likely to Manchester City locker room so players and coaches increase, the CFG will no doubt continue to make in- can make any necessary adjustments to the game novative use of technology to match expectations both plan. The SAP Analytics Cloud contains detailed game on and off the pitch. data gathered over a period of time within a database that can provide access to required statistics and infor- mative content. Sources: Damian Willoughby, "Corporate Sponsorships Reimag- ined: City Football Group," SAP News Center, June 6, 2017; Ryan Fan engagement is also pivotal to business suc- Somers, "Hey Football Fans, Keep Your Finger on the Pulse," SAP cess. In 2016, the Premier League's first fan-friendly, News Center, September 15, 2016; Tony Connelly, "How Man- interactive digital wall was unveiled: #CityPulse Wall, chester City's Partners Are Fueling the Club's Innovation Drive,' located in City Square at the Etihad Stadium in Man- The Drum, September 23, 2016; Jen Booton, How Manches ter City Uses SAP's Platform to Prepare for Game Day." Sport Te- chester, was powered by the SAP HANA Cloud Plat- chie, April 16, 2018; "City Football Group Helps Employees Score form. This zone comes alive on match day, providing Goals with SAP SuccessFactors Solutions," SAP News Center, a social hub for fans, with pre-match entertainment February 15, 2017; Anna Tobin, "Discover How Man City Is En- gaging with Its Local and Global Fan Base," Forbes, September blending a physical environment with digital updates 8, 2018; Isabelle Schuhmacher, "SAP and Manchester City: Scor- and supplementary content. Digital content needs to ing Chances in the Cloud," SAP News Center, August 21, 2017