Customer Relationship Analysis-Fifa

table of contents

Executive Summary 2

Introduction 3

Business Context Analysis for FIFA-2010 3

Industry Dynamics Analysis 3

Global Industry Dynamics 3

Local Industry Dynamics 4

Porter’s Five Forces Analysis for FIFA-2010 4

Threat of Entry 4

Bargaining Power of Suppliers 4

Bargaining Power of Buyers 5

Threat of Substitutes 5

Rivalry 6

Competitive Advantages of FIFA-2010 6

Effects of CRM System on FIFA-2010 6

Operational CRM 6

Customer Facing Application 7

Customer Touching Application 7

Analytical CRM 8

Customer-Centric Data Warehousing 8

Data Mining-Customer Intelligence 9

Conclusion 9

Recommendation 10

Service Processes 10

Human Factors 11

Technology 11

References 12

Executive Summary

As a global sports organizer, Fédération Internationale de Football Association (FIFA) operates one of the greatest events around the world-World Cup. With limited resources, absence of cancellation insurance and simultaneous efforts to satisfy multinational customers, a Customer Relationship Management (CRM) system should be adopted and upgraded by FIFA for quick, easy and efficient communication management with its customers (Wolenik & Sinay 2008).

Before implementing the CRM system, FIFA’s business context should be analysed at first in terms of industry dynamics, external forces and its competitive advantages. The firs dimension will be conducted in international and local dynamics. The analysis of the second dimension will be based on Porter’s five forces framework: threat of new entrants, bargaining power of suppliers, bargaining power of consumers, threat from substitutes and rivalry. The last dimension will focus on FIFA’s differentiations.

After analysing the environment for FIFA to adopt CRM system, more attention will be placed on the effect of CRM. Firstly, from the perspective of operational CRM, including customer facing and touching applications, examples will be drawn on the practice of CRM and its effects....