Individual Case Scenario

As a newly hired e-commerce manager of the NFL, Inc., John Landers is in deep thought wondering how to develop a presentation to his boss, General Manager of NFL, next week. In his presentation, John should present current e-commerce activities and strategies used in the NFL organizations and develop alternative e-commerce options and strategies that can be used by NFL organizations and stadiums in order to achieve maximum growth in attendance and revenue. In addition, he needs to recommend which option(s) should be adopted for implementation and proposes comprehensive e-commerce initiatives and plan. In developing the e-commerce initiatives and plan, he is reviewing several recent published articles discussing NFL's e-commerce activities and the ‘Electronic Commerce at the NFL' case written a few years ago. While thinking about the exciting Super bowl game, he looks down out the window thinking the challenging task at hand.

The individual case analysis must include the following issues:

1) Identify what type of e-commerce platforms and applications (e.g., B2C, B2E, B2B, etc.) are adopted currently by NFL.

2) Identify all type of platforms and applications used in various touch points (online store, inside the stadium, online games, etc.) to meet the evolving needs and expectations of NFL fans.

3) Assess what information is disseminated through their NFL websites, online stores, and social media sites such as Facebook and Twitter.

4) Your recommendations regarding improvement of the e-commerce platforms, applications, and business models currently used by NFL.

5) Proposal of new e-commerce initiatives, applications, platforms, and business models that need to be adopted by NFL.

Your report should be 2-3 pages (double spaced, 1-inch margin, Times New Romans 12-size font) and must have the following three major headings.

1. Situation Analysis
a. Factors influencing NFL Growth and Revenue generation
b. Major Trends favoring the use of e-commerce platforms and applications
c. Overall Situation Assessment

2. Assessment of Current NFL's Adoption and Usage of Electronic Commerce
a. Current e-commerce platforms and applications adopted by NFL
b. Effectiveness and impact of current e-commerce platforms and applications
c. Areas of improvement and Needs

3. Long-term and Short-term Recommendations Regarding Electronic Commerce
a. Improvement areas of NFL's current e-commerce platforms and applications
b. New e-commerce initiatives, applications, platforms, and business models.