Reference no: EM133680337

Homework: Business Decision Making Using Data Analysis

Length: 1500 words.

Learning outcomes

A. Identify and apply financial and non-financial information to forecast and evaluate both organisation and function-specific performance.
B. Effectively present qualitative and quantitative data and communicate findings.
C. Apply numeracy skills and qualitative judgement to support decision-making.

Assessment Information

Careem is a Dubai-based super app with operations in over 100 cities, covering 12 countries across the Middle East, Africa, and South Asia regions. Careem is building ‘the everything app' for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Careem is led by a powerful purpose to simplify and improve the lives of people and build an awesome organisation that inspires.

Each student will have to create a marketing analysis dashboard outlining Careem's past performance including transportation apps category movements to be able to decide on Careem's priority areas for 2024.

The homework requires you to create a dashboard highlighting Careem's:

1) Brand Awareness
2) Usage
3) Difficulties faced
4) Likelihood to consider
5) Triggers and barriers
6) Improvement areas
7) Recommendations based on the findings

Using Voyant text mining software, you will be required to analyse Careem's customers' reviews and make insights.

From the financial side, you are required to examine Careem's stock prices compared its rival in the service sector, examine its demand, its expenditure on advertising and develop an overall picture on past performance as well on expected performance and recommendations for the coming years.

Make some informed decisions in a data analytics simulation that will be provided to you by your module leader and explain how the profit and market share of your product changed based on your decisions.

Report Structure Criteria

The homework requires you to develop a professionally structured and formatted report addressing the below questions from A to H (based on excel data set provided on Careem) and question I (based on the data analytics simulation provided). Make sure to include all steps you go through to reach the final answer.

A. By using Excel, transform the data from the survey into a business intelligence dashboard, highlighting Careem's consumer profile.

B. Develop a dashboard that shows the performance of the company in the market, its brand awareness performance, and its usage overview. (Minimum of four visualization charts).

C. Write an analysis of Careem's market performance in 2023 compared to 2022 (including brand awareness, and usage overview).

D. For your allocated "stock price", produce and interpret summary statistics for Careem and its rival.

E. Dig deeper into your data set numbers, show, investigate and justify using your dashboard your SWOT Analysis and recommendations for the coming year.

F. Using Voyant text mining software, analyse the customers' reviews obtained and discuss at least three findings.

G. Forecast the coming Demand for Careem. Regress the relationship between demand and advertisement expenditure. Discuss the application of an appropriate forecasting technique that can be applied to the "Financial Measure" of your data set.

H. Write appropriate recommendations after a thorough analysis of the market of Careem.

Data Analytics Simulation Question

Reference to the simulation assigned to you by your module leader, answer the following question:

I. Identify the market segment that you are targeting for BLUE detergent and summarize your strategy and rationale. How did your strategy affect your profit and market share throughout the years?