Business Intelligence and Competitive Advantage: A Case Study of Adthena Ltd.

This report discusses the role of business intelligence in decision-making and how Adthena Ltd. uses it to gain competitive advantage. It provides specific examples of decisions and relevant frameworks, such as Porter's generic model and Porter's five forces, to critically analyze the competitive advantage. The report also evaluates the impact of information systems on decision-making using analytical tools.

BUSINESS INTELLIGENCE
BIG DATA REPORT

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Discuss the role Business Intelligence play in the selected organization to help in the decision-
making process. Provide specific.................................................................................................3
examples of decisions.................................................................................................................3
Discuss how the selected organization can achieve competitive advantage using business
intelligence. Provide relevant examples of scenarios and frameworks to critically analyse the
competitive advantage.................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Business intelligence (BI) defines as technical and procedural infrastructure which helps for
collecting, analysing and storing the data which are produced on the basis of company's
activities (Ain, Vaia and Waheed, 2019). The report based on Adthena Ltd. that is UK based
company that is related to competitive intelligence solution in the searching market. The
report discusses the roles of business intelligence in order to make the decisions accordingly
with the helps of examples. Also, it identified how the company will achieve competitive
advantages by using business intelligence with the help of relevant framework.
MAIN BODY
Discuss the role Business Intelligence play in the selected organization to help in the decision-
making process. Provide specific
examples of decisions.
The role of business intelligence are helps the organizations in order to collect the
information regarding strategic issues on the basis of historical and crucial performance of
Adthena by considering expected demands, future trends and behaviour of customer. Chosen
firm use BI in order understanding about the software which are providing analytical data that
helps to take better decision or increasing the productivity and that are helps tos enhances the
business growth (Rikhardsson and Yigitbasioglu, 2018). There are many benefits which are
providing on the basis of improving the planning and analysis that tighten the process and also
focus on the business operations bys using data for decision-making. Also, when the data more
accurate this will improve the confidence for forecasting the business related to budgeting and
marketing so that it helps to improve the sales. All the improvements made by the company are
helps to develop the revenue generated by firms. That is why Adthena are spent more on
business intelligence software that impacted positive and spread the improvement by using
profitability. There are some decisions that are taken by choosing company as follows-
Better sales decision- With the help of BI the firm enable to discover the current trend of
the market, preference of customer, online shopping experience, reaction to promotions, alls the
factor that are help to make the decision accordingly. BI plays important role in order to identify
the current trend and then company will make the strategy for the future trend (Mariani, Baggio
and Höepken, 2018). Also, sales manager get the information about potential customers on
which they need to focus and make the strategy regarding proving them better quality. For

example, in the contexts of better decision chosen focus on the customer preference according to
different market.
Better financial decision- Analytics of data are based on statistical facts which are
guides the company related to future growth and long terms vision of the organization in the
competitive market. For example chosen firm make better decision by visualizing the content in
order to use effective strategies which are helps to targeting the customer and it improves the
operational decision. Also, firm generated by the company are basis on the BI and analytics
which are helps to make the decision accordingly (Liang, 2018). Manager can identified profit
and loss on the basis financial statement and also identified the opportunities for examines the
outgoing and incoming finances. Adthena may decide for removing the speciality ins orders to
increase the promotion and customizing the dashboard that allow executives regarding KPI for
enabling the effective decision. Further, it will help for monitoring and controlling the data of
business operations where company is on well position and make the decision for future success.
Good return on investment- Business intelligence are help to ensure for enhance the
revenue, reduce the cost, avoiding drive costs etc. For example, Adthena using BI on the basis of
improving the efficiency and help to taking strategic decision and satisfy customer accordingly.
Also, company depend on BI so that its helps to reducing the operational cost in order to improve
the operational efficiency and then optimizing the business process.
Discuss how the selected organization can achieve competitive advantage using business
intelligence. Provide relevant examples of scenarios and frameworks to critically analyse
the competitive advantage.
Business intelligence are help the Adthena to see the trend and performance of the
business and it also helps to identify the opportunities for the future which are providing
increased competitive advantages (Liu, 2018). Chosen firm can gain the competitive advantages
that are helps for providing superior customer value in order managing lowest delivery cost. For
example, Adthena are get the information related to competitive advantages and make the
decisions accordingly, due to Covid-19 some policies regarding employee satisfactions are need
to change by the company. On the other hand, it needs high level of investment while
considering the competitive advantages. The study critically analyse the competitive advantages
on the basis of followings framework.

Porter generic model- There are 4 strategies are included ins this framework so that it
helps the company in the competitive advantages such as reducing the cost when industry
charges average prices.
Cost leadership- This strategy can help the organization by increasing the market share in
order to lower the price and make the reasonable profit in order to reduce the cost. Also, when
the cost is minimized the cost of product and services (Knabke and Olbrich, 2018).
Differentiation- This strategy can involving and making the services and product that are
different from other organizations. In order to make the strategy success it is necessary for
research about the services and how's to innovate it. Also, what kinds of benefits are given by
different market by involving functionality, features, durability, support etc.
Cost focus- This strategy is used by the company while understand the dynamics of the
market which are help for meeting the need of the customer in order to develop unique cost for
the specific products and also build the brand loyalty for the customer.
Differentiation focus- In this strategy the company will focus only on one market
segment that to minimizing the income.
Porter five forces- This is analytical tools which are help the marketers for
balancing the power of market and different organization in order to analyse the potential and
attractiveness of profitability.
Competitions in new market- The number of competitors are undercut the company on
the basis of offering equivalent product and the service they offer. Also, customer are likely to
choose those services which are help to gain the competitive advantages. The power is high it
helps to deal ons the basis of increasing profits (Juliana and Nyoman, 2019).
Threat of new entrants- This is the common strategy which are help are affects the market
on the basis of new entrants. There are some industry ins which barrier are affect the market
potential because it can be charges higher and negotiable prices for the better outcomes.
Threat of substitute products- Substitute services and goods are posing as threat because
when there is no close substitute of product or services have the options of increasing the prices.
However, for the close substitutes in the same market are affect the demand of the products
because customer have more options to buy.

Power of supplier- The supplier has the power of drivings the cost of input which
affecting number of supplier and its input of product and services. However, the cost of input is
low at that time organization can help to enhance the profit.
Power of buyers- In these situations' customer has power to buy the product from any
company where prices of the product are low at the same time if the prices are increases
customers will shift to another option.
On the basis of Porter generic model Chosen firm can choose cost leadership strategy in
orders to gain the market share on the basis of lowering the price of advertisement promotion
that are also maintaining the increasings profits. Adthena can using the cost leaderships strategy
in order to increase the market share. Also, it directly helps for committed with bests outcome.
Also, by using porter five forces the firm wills identify the competitions ins the market and make
the decisions accordingly. There are very less competition of chosen company so that it has the
opportunity for attracting large number of customers. There are many companies in UK that are
providing same product or services but still people are looking for Adthena's Advertisement
services because they have low cost. This is the competitive advantage which are taken by the
organization in order to gain the revenue (Bouaoula,Taleb-Berrouane and Bazan, 2019).
By applying both the frameworks company will gain the competitive advantages of
information system in order to turn all the data which are belongs to standard interface. Adthena
are using this system to competing bys maintaining differentiation and low cost of goods and
services. Also, it can bes focus on the niche market that are increasings the high competition
which are help to attract customers. There are three types of competitive advantages are taken by
the company in order to considerings strategic, operational and tactical advantages. Also, chosen
firm will get the tactical excellence in order to provide all the services that are helps for satisfy
the customer and company provide discount to the customers. Informations system are helps to
add the value in order implementing different ideas for the services. However, it can be affected
the sales when traditional competitors have opportunity of providing same product or services.
Ons the basis of analytical data and organizations have the opportunity of entry in the same
market it can be affects the chosen firm. It has been analysed that wits the help of business
intelligence all the market are connected easily and it improve the value chain.

CONCLUSION
It has been concluded that business intelligence played important role in order to enhance
the approaches the company for making the decision-making with the helps of using data. The
report discussed the different ways that can be taken by company while making the decision./ It
also helps to improver the productivity with the help of driven data. Also, evaluated the ways by
which company can take the competitive advantages bys using porter generic strategic model
and porter five forces model. Further, information system are help to evaluate the decision ons
the basis of analytical tools.

REFERENCES
Books and journals
Ain, N., Vaia, G. and Waheed, M., 2019. Two decades of research on business intelligence
system adoption, utilization and success–A systematic literature review. Decision Support
Systems. 125. p.113113.
Rikhardsson, P. and Yigitbasioglu, O., 2018. Business intelligence & analytics in management
accounting research: Status and future focus. International Journal of Accounting
Information Systems. 29. pp.37-58.
Mariani, M., Baggio, R. and Höepken, W., 2018. Business intelligence and big data in
hospitality and tourism: a systematic literature review. International Journal of
Contemporary Hospitality Management.
Liang, T.P. 2018. Research landscape of business intelligence and big data analytics: A
bibliometrics study. Expert Systems with Applications. 111. pp.2-10.
Liu, Y.H., 2018. Research landscape of business intelligence and big data analytics: A
bibliometrics study. Expert Systems with Applications 111. pp.2-10.
Knabke, T. and Olbrich, S., 2018. Building novel capabilities to enable business intelligence
agility: results from a quantitative study. Information Systems and e-Business
Management. 16(3). pp.493-546.
Juliana, J.P.E. and Nyoman, Y.N., 2019. Factors influencing competitiveness of small and
medium industry of Bali: Porter’s five forces analysis. Russian Journal of Agricultural and
Socio-Economic Sciences. 89(5).
Bouaoula, W.,Taleb-Berrouane, M. and Bazan, C., 2019. The impact of business intelligence
through knowledge management. Business Information Review. 36(3). pp.130-140.
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