Subject : management information system

Case 2: Man City FC and SAP Manage a Winning Combination

84 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- provided fans with a behind the scenes view of the formation for people working at different levels within 2017-18 season. A Man City Cityzens digital members 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, April 2018 specifically for a target audience of children procurement, finance, and operations To facilitate the aged 7 to 11 to help secure the next generation of fans. work of managers and coaches, match-day prepara- Since the team was crowned Premier League Cham- tion also includes access to statistics on not only the plons in 2017-18 and broke a number of records along Club's players but also on opponents, SAP's Challenger the way, it is expected to continue consolidating its Insights provides data on opposing teams to help with position in both the Premier League and European this preparation, the cloud-based technology identi- competitions and to meet the expectations of its global files patterns of play and formations and also provides fanbase With fans' appetite for current data likely to a visual perspective. This is available on tablets in the Increase, the CFG will no doubt continue to make In- Manchester City locker room so players and coaches novative use of technology to match expectations both can make any necessary adjustments to the game on and off the pitch. plan, The SAP Analytics Cloud contains detailed game data gathered over a period of time within a database that can provide access to required statistics and infor- Sourera Damian Willoughby, "Corporate Sponsorshipa Krimag mative content. Ined: City Foothall Group,' SAP News Center, June 8, 2017. Ryan Somers, "Hey Foothall Farm, Keep Your Finger on the Pulse," SAP Fan engagement is also pivotal to business suc- News Center, September 15, 2016; Tiny Connelly, "How Man- cess. In 2016, the Premier League's first fan-friendly. chester City's Partners Are Farling the Club's Innovation Drive," interactive digital wall was unveiled City Pulse Wall, The Drum, Sepiember 21, 2016 Jen Bouton, How Manches located in City Square at the Etihad Stadium in Man- ter Caty thes SAPS Platform to Prepare for Came Day," Sporte- chin, April 16, 2018, "City Football Group Helps Employees Score chester, was powered by the SAP HANA Cloud Plat- Goals with SAP SuccessFactors Solutions," SAP News Center, form. This zone comes alive on match day, providing February 15, 2017, Anna Tobin, "Discover How Man City Is En- a social hub for fans, with pre-match entertainment gazing wish lis Loud and Chiful Fan Base," Fishes, September 1, 3010; lashelle Schumacher "SAP and Manchester City: Scor- blending a physical environment with digital updates ing Chances In the Cloud," SAP News Center, August 21, 2017 and supplementary content. Digital content needs toChapter 2 Global E-business and Collaboration 85 CASE STUDY QUESTIONS I. What systems does CFG use, and what do those 4. What is the role of technology in enabling CFG to systems offer the Group? grow the fan base? 2, What is the role of information systems in CFG's SUCCESS? 3. How does innovative use of digital technology en- Case contributed by June Clarke courage fan engagement? 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. Suppliers, Customers. Business Partners Processes Distributors Enterprise Systema Supply Chain Processes Relationship Management Management Knowledge Management Sales and Manufacturing Finance and Human Marlusting and Production Accounting Resources FUNCTIONAL AREAS