John Murphy, Supply Chain Product Marketing, Oracle
On Sunday, July 13th, when the final whistle is blown to bring the World Cup to a close in the Estádio Maracanã and the fans start their journeys home from Rio de Janeiro, many supply chain practitioners will breathe a huge sigh of relief.
Major corporations and businesses in the host cities of the World Cup in Brazil will have been preparing for the tournament from the moment it was announced that the country would host the world’s biggest sporting event. They will no doubt also have been running rigorous planning and forecasting exercises over recent weeks to make sure they can capitalize on the opportunities that will open up to them as roughly three million football fans descend upon Brazil over the course of the 32 day tournament.
As always, the World Cup promises to unify people from all over the world for a few unforgettable weeks this summer. However, with fans from so many nations attending, and games set to take place across such a wide geographical region, the experience will be anything-but unified for businesses looking to make the most of the tournament. These companies will need to be able to target potential customers based not only on their countries of origin, spoken languages and cultures, but also on the teams they support and the cities they are visiting. At the same time, they will need to segment their supply chains to generate opportunities with as many of these fans over as short a time-period as possible.