Big Data and Business Intelligence

Running Head: BIG DATA AND BUSINESS INTELLIGENCE
Big Data and Business Intelligence
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1BIG DATA AND BUSINESS INTELLIGENCE
Answer to Question no. 1
Characteristics and Particularities of Big Data
Big data is the high volume as well as high-velocity assets that enable the company to
become cost-efficient as well as innovative and also assist the company with the vital data
and information (Chen, Mao & Liu, 2014). This supports the company in the decision-
making process and helps them to obtain a competitive advantage in the marketplace so that
they can flourish in the marketplace and can achieve success in the process. Therefore, it can
be noted that Big Data provides critical information to the company so that they can take up
the strategies accordingly and implement it in the business structure to become efficient in the
marketplace (Sagiroglu & Sinanc, 2013).
Characteristics
There are essential characteristics that need to look after by the company so as to use
the Big Data in an efficient way possible and help them to achieve the target what they are
intending to accomplish in the process and they are:
 Volume: Big Data can generate a high amount of data within a few seconds which
is very much essential for the company to possess all the information that is
required to attract the customers from the market. Initially, Big Data used to
generate gigabyte of data, but now it is being noted that Big Data make zettabyte
and yottabyte of data within a few seconds (Moniruzzaman & Hossain, 2013).
Therefore, it can be said that Can Coll will be benefitted from the massive volume
of the Big Data that can be generated by the software they want to know their
customer's portfolio with the data that Can Coll possess and also from the social
media.
 Velocity: It is considered to the speed of the data generation that the software
possesses in it. This will help the organization to gather a large amount of
information in less possible time. The data can be processed very fast, and that can
provide an additional advantage to the client (Kitchin & McArdle, 2016).
Therefore, Can Coll use Big Data software as they are operating in the hotel
industry and they need to possess the fast data so that they can monitor the change
in the taste and preference of the customers. This will also enable them to know

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whether the customers are enjoying the activities that the company provides to
them.
 Variety: Big Data provides a range in the data structure and helps the company to
gather various types of data and information, both structured as well as
unstructured. This is critical for the firm in the growth process. This also assist the
company to post pictures as well as tweet pictures and videos (Kshetri, 2014).
Therefore, it can be said that the Big Data will be beneficial for the Can Coll as
they also possess social media profiles, and this will enable them to post pictures
as well as videos and tweets. This is essential in the company as they operate in
the hotel industry, so the company must remain active in social media, and they
can gather information from it. This will also assist them in attracting the
consumers from the marketplace with the help of visual communication, which is
beneficial for the firm to expand in the marketplace and to lure the consumers in
the process.
 Viability: Big Data provides sustainability to the company by enabling them to
calculate the costs which are necessary for the company as it will enable them to
accomplish the target. This allows a company to generate revenue from the
marketplace with the help of the calculation that can be done in the process
(Gandomi & Haider, 2015). Therefore, it can be said that the company Can Coll
can use Big Data software so that it can calculate the costs and enable the
company to generate revenue in the process. This is a crucial aspect that requires
to look after by the firm if they are willing to expand in the hotel industry as this
will help them to understand the profit margin that the company is going to earn in
the process.
Particularities
Two particularities are there in the Big Data, and that requires to look after by the
organization so that they can achieve success in the process and help the firm to gain
popularity in the market. Big Data provides information in two different forms, and they are:
 Traditional Method: Big Data provides a traditional way of data collection
option, which is beneficial for the company as they are operating for an extended
period and that is the main reason they can cope up with the traditional form of
data collection (Croitoru et al. 2014). Conventionally, there are data mining as

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well as feedback from the customers so that they can evaluate the service and
product that they provided to the customers. This will be beneficial for the
company to flourish in the marketplace and to achieve success in the process
(Blazquez & Domenech, 2018). This is crucial for the company to gather
information so that they can accomplish the target and as Can Coll is operating in
the rural area of the hotel industry, the company needs to look after the traditional
form of data collection, which will be helpful for the company to generate
information and data for the firm to adopt the strategy in an effective way possible
(Thakuriah, Tilahun & Zellner, 2017). Therefore, it is beneficial for the company
as well as the employees to understand the financial standing of the company in
the market.
 Specific Method: The software Big Data provides a particular method to the
company so as to can gather knowledge regarding the taste and preference of the
customers as well as the change in the attitude of the customers (Bolón-Canedo,
Sánchez-Maroño & Alonso-Betanzos, 2015). This will help the firm to expand in
the marketplace and to attract customers towards the organization so that they can
adopt the strategy which is beneficial for the company to flourish in the
marketplace and to embrace the approach which will be helpful for the company
to generate revenue from the market (Halaweh & Massry, 2015). Therefore, it can
be said that the Can Coll as they are operating in the hospitality industry, so it is
necessary for the organization to gather information regarding the taste and
preference of the consumers as well as whether they are enjoying the activities
that the company is providing to them. This is necessary for the organization to
understand, and that is the main reason they need to adopt a specific method so
they will be able to achieve the target and to become popular in the marketplace.
Therefore, it can be said that Big Data software will be beneficial for the company,
Can Coll as it will help the company to generate information that is beneficial for them to
expand in the market. As the company is operating in the hospitality industry, it will enable
the organization to attract the consumers from the marketplace and enable them to adopt the
strategy that will be beneficial for them in the expansion process. This is critical for the
organization to look after the situation as it is helpful for the firm in the growth process and to
generate revenue from the marketplace.

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It is suitable for business intelligence as it can generate information in less possible
time and also provide different features to the company so that they can post pictures and
videos on social media. This will also enable the company to promote their product and
service in the market, which will help them to gain revenue as they will be able to lure the
consumers from the marketplace. This will also assist the firm to improve its service as per
the taste and preference of the consumers, which will help them to obtain success in the
marketplace and able to achieve popularity in the process. Hence, it can be said that the firm
needs to possess Big Data software so that it can flourish in the market and can lure the
consumers in the process. The software provides business intelligence to the company, which
is necessary for the growth process of the organization and helps them to compete with the
other competitors in the marketplace. So, it can be said that by adopting Big Data software in
their business model the company Can Coll will be able to become successful in the market
and also help the company to grow in the process, which is vital for the firm to lure the
customers from the marketplace.
Answer to Question no. 2
Current Client Portfolio
As per the case study of the Can Coll, it can be noted that the company possesses a
vast customer base as they are serving in the hotel and hospitality industry for quite a long
time. Can Coll operates in the hotel industry in the rural area of Montseny, Catalonia for
more than forty years and it can be noted that the customer's portfolio of the company is
increasing extensively with every passing year. The customer base is expanding as they are
offering hikes as well as leisure activities, and they encourage the client to participate in the
events so that they can feel like they are in their home. This is a great strategy that has been
adopted by the company to attract consumers from the marketplace. The customers are
mainly the family, couple, kids and group of friends. Therefore, it can be said that the
strategy of the company is unique and innovative, which enables them to lure consumers
from the marketplace and will allow them to achieve success in the process. The company is
also taking care of its image in social media, and that is being done with the help of the
posting of the videos and pictures as well as tweets on the social media platform. This
enables the firm to attract the customers with the help of the visual promotion, which is
necessary for the business to flourish in the market and to lure the consumers to avail of the
service from the organization.

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Can Coll also provides the customers with the services like breakfast, lunch, and
dinner with the spa facility, which will lure the consumers from the marketplace and assist
the company to expand in the process and enable them to obtain the success that they are
intending to accomplish in it. From the case study, it can be noted that the customer’s
portfolio of the company is increasing with every passing year, and that is a good sign for the
company. It can also be pointed out that the company has expanded in the market from the
initial days. This is important for the organization to look after the data and information so
that it can flourish in the marketplace and can accomplish success in the process. Hence, it
can be said that Can Coll can provide personalised service to the consumers, which will also
assist the organization to attract the customers and will allow them to generate revenue in the
process. This will help the company to become popular in the marketplace. Therefore, it can
be said that the customer's portfolio of Can Coll is increasing with every passing year and the
company is developing in the process, which is beneficial for the organization to compete
with the competitors in the marketplace and to lure the consumers in the process.
Kind of Data
The company Can Coll need to possess the taste and preference data and information
of the customers so that they can understand what type of modification needs to be done by
the company in the market so that they will be able to lure the consumers from the
marketplace. The company possesses a considerable amount of loyal customer base, but to
flourish in the marketplace, they need to add several customers from the market. This is only
possible if the company is providing unique and innovative products as well as services to the
customers, which will enable the firm to flourish in the marketplace and to generate revenue
in the process with the help of the services and the product that the company is selling in the
marketplace. The company also requires to look after the trends that are there in the
marketplace so that they can cope up with the trend in the process. In the hospitality and hotel
industry, the organization needs to look after the trends in the marketplace so as to compete
with the competitors in the marketplace. This assist the organization to flourish in the process
and to achieve success in it.
Big Data will assist the company with critical information and data that are essential
for the organization to flourish in the marketplace and to lure the consumers in the process.
Big Data possess the high storage of the data as well as high velocity to generate data
information from the market, and that can be used by the company to maintain the knowledge
regarding the taste as well as preference of the consumers in the market (Hu et al., 2014).

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This will assist the firm to adopt the strategy as well according to the taste and preference of
the customers. Big Data also possess different types of data collection method, which will
help the company to accumulate the authentic as well as accurate data and information
regarding the taste and preference as well as market trend. This will ultimately help the
organization to lure customers from the marketplace and enable them to achieve success in
the process (Kambatla et al., 2014). As the company possesses different branches all over the
various places so the company needs to store data from different locations and use it in that
location so that they can attract the customers from the marketplace and that can be done with
the help of the Big Data software. This will assist the company to flourish in the marketplace
and to understand the needs and wants of the consumers so that they achieve success in the
process and help them to become successful in the market (Kitchin, 2014). Hence, the
company needs to look after the matter so as to achieve what they intending in the process.
Data Analysis
For the typological data, the company Can Coll requires understanding the
psychological need of the customers. As per the case study, the company is providing them
with leisure-time activity as well as the spa facility and also with the meal, which will enable
the firm to become popular in the marketplace. For this, the company needs to take the
feedback from the consumers as well as the liking of the services that are being provided by
the company to the clients. This will help the organization to expand in the marketplace and
to achieve success in the process. The organization needs to look after the matter so that it
can become popular in the marketplace and can attract customers in the process. The data and
information which possess the knowledge regarding the popularity of the service as well as
any improvement that is required in any service that the organization is providing to the
consumers. This will help the firm to flourish in the marketplace and to achieve success in the
process. This is important for the company to understand so that they can become popular in
the market and also the company needs to look after the market trends which is essential for
the growth of the company in the market. Hence, it can be said that the company needs to
follow a few specific information which is beneficial for the company to flourish in the
marketplace and to achieve success in the process.
Big Data enables the company to retrieve the information in less possible time and in
an effective way possible, and this is important for the organization to understand so that they
can flourish in the marketplace and can achieve success in the process (Andreu-Perez et al.,
2015). This is necessary for the company to become successful, and Big Data provides the

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opportunity to the customers to grow in the market and to accomplish the success in the
process. Therefore, the company should gather information with the help of Big Data, which
is essential for the company to become successful in the market (Jagadish et al., 2014). The
software also enables the company to post on the social media platform, which ultimately
helps the company to lure the customers from the market and to become successful in the
process. This will help the company to expand in the market and to achieve success in the
process. Hence, this needs to look after by the company so that they can become successful in
the market and can accomplish the target in the process so that they can generate revenue in
the process (Mayer-Schönberger & Cukier, 2013). So, it will be beneficial for the company to
use the Big Data software so that they can achieve success in the process and can lure the
customers to avail of the service at the same time.
Answer to Question no. 3
Goals for Can Coll
The company Can Coll mainly deals in the hospitality and hotel industry, which is
flourishing in the domestic as well as in the international market. The company requires to set
some goals and target that will be beneficial for the company to become popular in the
marketplace and enable them to achieve success in the process (Mohammed, Rashid & Tahir,
2014). This is critical for the company to look after the matter so that they can lure the
customers from the marketplace and generate revenue in the process.
The company need to set the goals in an effective way possible so that they can so
that it can be achievable for the company and also efficiently serve the customers so that they
can be satisfied with the services that the company is providing them in the process (Lee,
Kim & Kim, 2014). Therefore, it can be said that the company who are operating in
hospitality as well as in the hotel service industry they need to set the target in an effective
way possible so that they can meet the requirement of the customers so that they can become
popular in the market and can effectively achieve the success (Shamim, Cang & Yu, 2017).
The goals that need to look after by the company in the process are:
 The company need to provide the customers with the best quality service so that
the customer feels satisfied with the services that the company is offering them in
the market. This will increase the customer base of the company and enable them
to grow in the market and help them to achieve success in an effective way
possible (Dusek et al., 2014). The quality of the service is essential for the

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company to attract the customers and maintain the goodwill of the company
within the customers and that is the main reason the quality of the service is
essential for the company to become popular in the market and to achieve the
success in the process (Tang, Wang & Tang, 2015).
 The company need to look after the needs and wants of the customers so that they
can help the customers in an effective way possible. This plays a significant role
for the company to expand in the market and to attract the customers from the
marketplace (Liu et al., 2013). This will help the customers to find the best
possible solution and also enables the firm to gain the trust of the customers and
turn them into the loyal customers, which is beneficial for the company to expand
in the market and to achieve the success in the process. Therefore, it can be said
that the company need to look after the matter so that they can expand in the
market and can turn the customers into loyal customers.
 The company need to upgrade the software or the technology on an annual basis
so that they can provide the better quality service in less time possible, which is
essential for the company to expand in the market and to achieve the success in
the process. This requires to look after by the company so that they can remain
updated and help the company to achieve success in the process (Rahimi & Gunlu,
2016). Therefore, it can be said that the company need to establish the way so that
they can update their software which will provide them with the additional
advantage to achieve the success in the marketplace and let them become
successful in less possible time. Hence, the company needs to make success and
help them to become successful in the market.
 The company need to provide the customers with additional service as well, which
is essential for the company to expand in the market and to accomplish success in
the process. This is a critical aspect for the company as this will enable them to
lure the customers and help them to achieve success in the process. The customers
get attracted whenever they are provided with the additional benefit by the
company as it generates interest in the minds of the customers that the company is
providing value to the money of the customers and that is the main reason the
company requires to look after the matter so that they can offer the additional
service (Samson & Gungul, 2014). In case of the Can Coll, the company is

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already providing the customers with the extra service, which plays a vital role for
the company to attract the customers from the market and help them to achieve the
success in the process.
 The company need to make a point that they will promote their services as well as
the information in the social media platform and also on their website. Online
marketing is essential in this digital era. This is so as digital media enables the
company to reach out to the customers in less possible time and anywhere under
the sky. Therefore, the company need to promote their services in the digital
media so that they can reach to the customers, which will enable them to grow in
the process and help them to achieve the success in the marketplace (Kim, Im &
Hwang, 2015). Therefore, it can be said that the company to become successful in
the market requires to promote their brand in social media.
 The company Can Coll also requires to take feedback from the customers so that
they will be able to improve the services according to the input of the customers.
This is critical for the company to expand in the market and to achieve success in
the process. The feedback from the customers is vital for the company who are in
the hospitality business, and that is the main reason the company need to look
after the process so that they can achieve the success in the process (Hanif, 2013).
Therefore, it can be said that to become popular in the market and to make the
success in the process, the company need to look after the feedback which will
enable the customers to achieve the success in the process.
 The quality of the food that the company is providing to the customers requires to
look after by the company so that they can provide the best quality food to the
customers and help them to achieve the success in the marketplace. This is
important for the company so that they can lure the customers from the market
and help them to perform the victory in the process. This will enable the company
to expand in the market and also allow them to achieve success in the process. The
customers mainly look after the quality of the food that the company is providing
to them and also the tidiness of the room (Kao, Tsaur & Wu, 2016). This is critical
for the company to lure the customers from the market and help them to achieve
success in it. This need to understand so that they can generate revenue in the
process, and also enable them to obtain the target.

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 The company need to target the customers by segmenting them in an effective
way possible and help them to gain success. This will help the company to grow
in the market and to achieve success in the process. The targeting is vital so that
they can adopt the strategy for the marketing process and can select the
communication channel in an efficient way. This will help the company to expand
in the market as they will be able to target the audience in an effective way
possible (Buil, Martínez & Matute, 2016). Therefore, it can be said that the
company need to look after the matter so that they can enhance their financial
standing in the market and let them achieve success in the process.
Therefore, it can be said that the company need to look after the goals that the
company is going to achieve in an effective way possible. This will help the company to
generate revenue in the market and to become popular in the process. Hence, the company
needs to achieve success and help them to become popular in the market. The company need
to possess some goals so that they can expand as well as improve in the marketplace and
meet the goals on time. This will ultimately help the company to improve the financial
standing in the market and let them become successful in the market.
Answer to Question no. 4
Types of Database
The database is essential for the organization to expand in the market and to achieve
success in the process. This enables the company to store as well as organize, protect and
assist the company in retrieving the data by the company so that they can expand in the
market and achieve the success in the process (Cochrane et al., 2016). As Can Coll is
operating in the hotel and hospitality industry so the company needs to maintain a database
that will enable them to achieve the target by gathering the vital information and data so that
they can target the audience in an effective way possible.
Therefore, it can be said that whether the company is big, medium or small, everyone
requires to maintain the database as per the requirement of the company. This will also enable
the company to obtain a competitive advantage in the market so that they can generate
revenue form the market and help them to achieve success in the process (Groom et al.,
2016). This is essential for the company to achieve the target and to gain popularity in the
process. Hence, it can be said that the company need to meet the goal and to do so that

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company need to maintain the database which will be beneficial for the company to achieve
the target in the process.
The type of database that the company requires to maintain so that they can achieve
the target is the Relational Database Management System (RDMS), which will enable the
company to improve the performance in the market (Bhoyar & Chopde, 2013). Can Coll is
operating in the hospitality and hotel industry so the company needs to maintain their
database in the form of RDMS so that they can monitor the performance of the company in
the market and help them to achieve the success in the process. This type of database enables
multiple users to work on it by providing them with security so that data and information are
not lost in the process (Woo et al., 2014). The company as they are operating in the hotel
industry, so the company needs to maintain this type of database.
RDMS provides column and rows to the user so that they can input the data and
which is vital for the company so that they can enter the data and information manually and
can save the file for the future purpose. This will ultimately help the company in the future
for reference. The feedback of the customers can also be recorded in this type of database so
that they can improve the service that requires the attention of the higher authority so that
they can expand in the market and can achieve the success in the process (Visini, Awale &
Reymond, 2017). Therefore, it can be said that the company can maintain this type of
database so that they can expand in the market and can improve the quality of the service that
the company is providing to the customers.
The company can also use Big Data, which also acts as a database for the company.
This database is beneficial for the company as the database provides both the RDMS as well
as structured query language (SQL) to the company so that they can maintain an interface
between the company and the customers in the market (Ponomarenko et al., 2013). This is
essential for the company to understand as the software is providing all types of
characteristics to the customers, which will be beneficial for the company in the growth
process and help them to achieve the success in the marketplace. Therefore, it is suggested to
the company to use the Big Data for the company to expand in the market and to achieve the
target that the company want to obtain from the marketplace (Ponomarenko et al., 2015).
This database enables the company to maintain a link between the top-level
management to the customers, which is beneficial for them to run the business effectively as

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the data and information are transparent in the process and help the company to adopt the
strategy which will help them to achieve the success in the process (Meng et al., 2015).
The company also requires to maintain a graph database so that they can monitor the
performance of the company and also how they are performing in the marketplace. This will
help them to expand in the market and to adopt the strategy to enhance the performance. Can
Coll is operating in the hotel industry so the company must maintain the graph database so
that they can monitor their performance to gain the advantage in the market (Bryla & Loney,
2013). This is a type of NoSQL database, which is also essential for the growth of the
company in the marketplace. Therefore, it can be said that the company can achieve an
advantage in the market if they maintain this type of database as well.
The company also requires to maintain a column-oriented database as this enables the
company to support the data and information on a geographical basis, and this is essential for
the company. This is so as the company possess a branch in a different location, and it is
necessary for the company to expand in the market and to achieve success in the process. The
company is operating in a different place, so the company requires the data and information
which will help them to understand the needs and wants of the customers (Yalamanchi,
2013). Therefore, it can be said that the company expects to maintain the column-oriented
database, which will help them to achieve success in the process and generate revenue in the
process.
The company Can Coll need to maintain a hybrid solution database which will enable
them to form a relationship between the other database that the company is continuing in the
process. This is a NoSQL database as it only allows the company to build a link between the
database (Murthy & Goel, 2015). This will help them to achieve success and monitor the
performance of the company in the marketplace. Therefore, it is suggested that the company
to maintain such a relationship so that they can grow in the market and can achieve success in
the process (Boccaletto et al., 2018). This will enable the company to frame a link and help
the company to make the target by adopting the strategy that is beneficial for the company in
the expansion process. Hence, it can be said that the company need to maintain all this type
of database so that they can perform well in the market. Can Coll is operating in the hotel
industry, so the company needs to maintain a relationship between the database and help
them to achieve success in the marketplace (Alkhatib & Labban, 2020). Thus, the company
needs to maintain a useful database so that they can gather relevant information regarding the

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market needs and wants and help them to accomplish what they are intended to obtain from
the market.
Lastly, it can be said that the company need to look after the database mentioned
above so that they monitor their performance in the market and can achieve success in the
process. This is essential for the company to maintain the database so that they can provide
the best quality services to the customers and enable them to become popular in the
marketplace. This need to be understood by the company (Nandal, 2013). To maintain a
stable financial condition in the market and to achieve success in the process. Therefore, it
can be said that the company need to understand the market trend as well so that they can
satisfy the customers with the best quality service in the market and help them to achieve the
success in the process.
Hence, the company needs to maintain the database that is effective as well as
important for the organization to enhance the performance of the company in the marketplace
and to gain a competitive advantage in the process. The database is essential for the company
to monitor the financial position of the company in the market and to achieve success in the
process (Rasmussen & Thygesen, 2015). This will also enable them to perform a competitive
advantage in the market and gain popularity in the process. So, it is necessary for all the hotel
who are operating in the hospitality industry for quite a long time and enable them to become
successful in the marketplace.
Answer to Question no. 5
Changes in Can Coll
Few changes need to look after by the company. Can Coll so that they can achieve
success in the business and marketing vision. This is essential for the company to expand in
the market and become popular in the process (Heorhiadi, La Venture & Conbere, 2014).
This changes will be beneficial for the company to grow in the market and to lure customers
from it. This need to be understood by the company so that they are useful in the market and
can achieve success in an effective way possible. The changes are necessary as per the needs
and wants of the customers in the marketplace (Lee, Vargo & Seville, 2013).
This changes will bring competitive advantage to the company so that they can
effectively compete with the competitors in the market and enable them to achieve success in
the process (Miller & Rice, 2013). This is important for the company so that they can

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generate revenue from the market and can gain the advantage to operate effectively in the
process. Therefore, it can be said that the company need to understand the market needs and
wants and also the requirement of the customers in the process (Obidallah, Raahemi &
Alaieri, 2014). The changes that Can Coll need to look after or take into consideration so that
they can expand more in the market and can achieve success in the process are:
 The company need to increase the variety of additional service that the company
can gain a competitive advantage in the marketplace. The company needs to cope
up with the market trends that will enable the company to grow in the market.
This will also assist the company in becoming popular in the market, which will
ultimately allow the company to lure customers from the marketplace and help
them to generate revenue in the process (Patterson & Hennessy, 2016).
 The company need to research entering into the new market as it is crucial for the
company to expand in the market and to achieve success in the process. This is
important as it enables the company to understand the needs and wants of the
customers and will allow them to make success in the process. Therefore, the
company needs to understand so that they can expand in the market and can
achieve success in the process (Swenson, 2013). The research is necessary for the
company as it enables them to possess an overview of the market condition. This
will allow them to understand what are the strategies that are required to adopt by
the company. So, that they can efficiently operate in an effective way possible and
help them to accomplish the success in the marketplace. So, it can be said that the
company need to look after the matter and do the necessary things so that they can
gather information and data from the market and help them to achieve the target in
it.
 The company need to take up the strategy so that they can promote their brand in
digital media and that is the main reason the company need to understand the
concept of marketing in digital media so that they can reach to the customers in
less possible time and can attract the customers from the marketplace (Jaques,
2017). This will enable the company to become successful in the market and to
maintain a secure customer database. This will allow them to turn the potential
consumer into loyal customers so that their business can flourish with the help of
the word of mouth strategy in the marketplace.

15BIG DATA AND BUSINESS INTELLIGENCE
 The company also need to adopt the strategy keeping in mind regarding the 7P’s
of marketing, which will help the company to place its product in an effective way
possible (Delaney & D'Agostino, 2015). As the company is operating in the hotel
sector, so the company needs to understand the market condition, which will help
them tom achieve success in the process and let them expand in the marketplace.
 The company also look after the market trends as well as the services provided by
the competitors in the market so that they can adopt the strategy which will be
beneficial for the growth of the company in the market and let them become
popular in the market. This is essential for the company to understand so that they
can lure customers from the market and can accomplish the target to become
popular in the process (Jain, 2016). Therefore, it can be said that the company
need to look after the matter so that they can expand in the market and can achieve
success in the process. This is necessary for every organization in the growth
process and lets them reach victory in the marketplace.
 As the company is operating in the hotel industry, so the organization needs to
choose the communication medium wisely. It is an essential factor for the
company. This will enable them to reach out to the customers in a sufficient time
possible and help them to expand the business by generating revenue from the
market. These need to be understood so that they can grow in the market and can
satisfy the customers with the best quality service (Church & Burke, 2017). This
will automatically enhance the image of the company in the market and people
will be attracted to avail the service from the company so that they can also get the
same satisfaction in the process.
 The company need to use the user-friendly interface and enable the customers to
book the service from the company. This will automatically increase the business
of the company in less time and help them to achieve the goal that they are
intended to accomplish in the process (Frisbie, Mitchell & Sarkar, 2015). Hence,
the company needs to look after the matter so that they can grow in the market and
can achieve success in the process. This need to looks after by the company so
that they can expand in the market.
 The company need to increase leisure activity as per the taste and preference of
the customers, and that can be done with the help of the survey so that they can

16BIG DATA AND BUSINESS INTELLIGENCE
include activity as per the choice of the consumers in the market. Therefore, it can
be said that the company need to understand the consumer's mindset so that they
can expand in the market and can achieve success in the process (Sessa &
London, 2015). This is possible with the help of the Big Data that the company is
using in their business model so that they can make success in the process and can
become popular in the marketplace.
 The company need to look after the quality of the food that they are providing to
the customers. This is crucial for the company to lure customers from the market,
and this can be done with the help of the better quality food that they are
providing to the customers. Therefore, the company needs to look after the matter
so that they can achieve success in the market (Martin & Waring, 2013). The
quality of the food is necessary for the growth of the company in the market and
enable them to generate revenue in the process.
Therefore, it can be said that the company need to understand the market need and
want and the taste and preference of the consumers. This is so as it will help the company to
expand in the market and enable them to achieve success in the process. The company need
to modify the services to some extent and will allow them to accomplish victory in the
process. It is essential for the company to expand in the market and to achieve success in the
process. Customer satisfaction is vital for the company to grow in the market and to become
famous. It is the customers who provide an additional advantage to the company to compete
in the market and to reach the target so that they can become popular in the process. Hence, it
can be said that the company need to look after the market as a whole so that they can gain an
advantage in the market and can achieve success by generating revenue. This will also enable
them to provide quality service to the customers and will allow them to obtain the target that
they intend to achieve in the process and become number one in the marketplace.

17BIG DATA AND BUSINESS INTELLIGENCE
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Appendix
Fig. 1: Use of Big Data by different sector in the United States
(Source: Mabrain., 2020)
Fig. 2: How Big Data enhance the position of the Company
(Source: 60secondmarketer.com., 2020)