Please refer to the case overview in Units 1 & 2 for the business premise and situation. This week, you will continue to work on The Broadway Café as it struggles to compete in the 21stcentury.
Each week you will submit your response to the business situation presented. NOTE: There are two parts to this week’s milestone. Use an APA formatted paper with a Title page and a References page. Your paper should be double-spaced and written in Times New Roman size 12 font. The paper will be written in an essay format. Do not use a question and answer format.
Data are raw facts that describe the characteristics of an event. Characteristics of a sales event could include the date, item number, item description, quantity ordered, customer name, and shipping details. Information is data converted into a meaningful and useful context. Information from sales events could include best-selling item, worst-selling item, best customer, and worst customer.
Business intelligence is a broad, general term describing information that people use to support their decision-making efforts. An early reference to business intelligence occurs in Sun Tzu’s book titled The Art of War. Sun Tzu claims that to succeed in war; one should have full knowledge of one’s strengths and weaknesses and full knowledge of the enemy’s strengths and weaknesses. Lack of either one might result in defeat. A certain school of thought draws parallels between the challenges in business and those of war, specifically:
You maintain many different customer lists from your Music customers to Art Gallery and Book Club customers. You want to begin mailing a monthly newsletter to your customers discussing everything from current coffee growing trends to community events. To date, your customer lists have been maintained primarily for e-mail addresses, and you are unsure if customer addresses are even correct. You do not want to use e-mail to distribute your newsletter as you want to place a coupon marketing a free cup of the coffee in each newsletter. If you e-mail the newsletter, you could not control the free cup coupon.
Information – business intelligence – is no longer the exclusive domain of IT or research departments. From marketing and finance to management and operations, intelligence is applied strategically throughout the enterprise. Moreover, professionals who know how to gather and leverage it are the ones who will lead organizations, control decisions, and be relied upon to steer their companies.
You have a great deal of data available to turn into information to help you set the strategic direction for the cafe.
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