Reference no: EM132860395
Business Intelligence
Swirl and Twirl factory in Victoria, pumps out more than 200,000 pints of ice cream each day. Throughout the day, refrigerated tractor trailers pull up, pick up the pints, and deliver them to depots. From there, the ice cream is shipped out to more than 60,000 grocery stores in Australia and in 14 other countries to be placed on freezer shelves for sale. The business also opens 120 ice cream parlours all over the Australia selling the ice cream products and beverages. The goal and the strategy are aiming at becoming the top five ice cream of choice in Australia. The review and survey show that it is now ranked at number six. Nevertheless, the sales have always been good, achieving more than 20% above targeted sales. At the headquarter, the sales management wants to find out if the new ice cream flavour the Banoffee Swirl is gaining acceptance from buyers. The sales managers also could use information on which ice cream brand and flavour is currently hitting the highest sales among consumers. The manager is also aware about the fact that weather can also play a significant role in ice cream sales. In winter the sales may go down. The marketing management wishes to know which promotion and advertising job is the most successful in the last five years. The business would like to invest more in the tele-advertising, information is needed to find out which TV channel is suitable to air the advertisement on. The business is also looking into achieving business excellence through its customer relation. A website has been made available for the public to check out the latest products as well as online services to purchase ice cream direct from the factory for parties or big gatherings. The consumer can order the ice cream online and have them delivered to their doorsteps. Many small businesses like the local food joints have started to make their purchase online. Sales and marketing manager are looking for ways to achieve customer intimacy through their CRM system.
1. Based on the scenario above, convince the management of the advantages of embarking on BI (Business Intelligence) solution to support organizations decision making. Include in your answer ONE (1) complex business question, explain how this question can be answered through TWO (2) relevant sub questions, the source where the answers can be obtained and explain how the answers can bring advantage to the business.
2. Identify if there is a strategy gap in the above scenario.
3. Illustrate an example how Human Interface is used in BI for Swirl and Twirl.
4. Give an example how changes of government policy will affect Swirl and Twirl managers in decision making.