Case
DATA-DRIVEN PROFITABILITY AND CUSTOMER INSIGHTS AT S&S ESPORT SHOP
INDUSTRY :E-commerce, -
AREA :MANAGEMENT INFORMATION SYSTEMS
ORGANIZATION :-
LENGTH :3
LUMS No :18-268-2024-1
PUBLICATION YEAR : 2024
ABSTRACT:
In February 2021, we introduce two MBA students from LUMS, Shoaib and Shehryar, who embarked on a venture into Pakistan's thriving e-commerce sector, launching S&S eSport Shop. Capitalizing on the growing trend of online shopping accelerated by the COVID-19 pandemic, they chose to specialize in selling cricket team merchandise for the popular Pakistan Super League (PSL). However, as the business and subsequent customer data starts to grow, the two batchmates are now facing the challenge of data management. The founders initially stored all information in a single Excel sheet. Recognizing the potential pitfalls of this approach, especially with the potential for data duplication and entry errors, Shoaib envisioned a scalable and organized solution. Hence as S&S eSport Shop continues to expand, the adoption of a relational database model and analytical tools will be essential to position the company for informed decision-making and strategic growth in the dynamic e-commerce landscape. This teaching note aims to guide instructors on how to effectively use the case study on S&S eSport Shop to teach important concepts related to relational data base management systems (RDBMS) such as data storage and management, data modeling, data extraction and executing analytical queries. The students will utilize Structured Query Language (SQL) as Data Definition Language (DDL) and Data Manipulation Language (DML) for database table creation and for executing descriptive analytical queries respectively. Finally, the students will create visualizations to display their results effectively as graphs and charts. Please contact CRU for support files (LUMS No. Assigned on 3-Sept-2024). PLEASE Contact Case Research Unit for Support Files