Business Strategies Case Study for Mendelssohn Technologies

This report discusses the advantages of customer relationship management (CRM) and business intelligence (BI) for Mendelssohn Technologies. It provides recommendations for cloud services and social media usage. The report also covers data mining techniques for gaining competitive advantages. The report is a part of a Business Strategies course project. Course code and college/university information not mentioned.

Running head: INFORMATION SYSTEM
Information System
Name of Student-
Name of University
Author’s Note-

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Letter of Transmission
04/06/2018
Dr. Rikki Wagnerwas
Mendelssohn Technologies
Respected Dr. Moulton Rikki Wagnerwas,
Kindly check the report that has been attached with this file. The report is named
“Business Strategies Case Study”. This report would explain the overall work that needs to be
accomplished at Mendelssohn Technologies. The study is done by me, a student of University of
Southern Queensland in Business Strategies within the course, for the project requested by your
company. The report would have these four techniques for this business. The strategies are the
advantages of the implementation of customer relationship management (CRM).
I would be highly obliged if you kindly read, the project reports carefully and apprehend
the business strategies decently, give your approval on it and fax it to me.
In case you have any queries or comments regarding this particular proposal, feel free to
contact me.
Yours Sincerely,
___________________
Student Name & Sign

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I have read the entire proposal and have the following comments to make:
I accept the proposal.
I decline the proposal.
I accept the proposal along with the changes mentioned below
(kindly include any required comments in a different page as required).
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_______________________ _______________________
Company Name Signature / Date

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Executive Summary
The main objective of the report is to learn about the complete case study of Dr. Rikki
Wagnerwas. This report would discuss on the complete research on business techniques that had
been decided to be undertaken within the organization of Mendelssohn Technologies. The most
important objective of this report is to learn regarding the advantages of customer relationship
management (CRM). These business strategies help us to know about the benefits of using social
media in various organizations. The other important objectives of this business report involve the
various techniques of business seeking the help of tools of business intelligence as well as data
analysis. A suitable network has been elected for the organizations. All the important
recommendations that could be implemented are subsequently provided within this report.

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Table of Contents
Introduction......................................................................................................................................5
Report Section 1..............................................................................................................................6
Cloud Services.............................................................................................................................6
Report Section 2..............................................................................................................................9
Business Intelligence (BI)............................................................................................................9
Report Section 3............................................................................................................................15
Customer Relationship Management.........................................................................................15
Report Section 4............................................................................................................................17
Social Media..............................................................................................................................17
Conclusion and Recommendations................................................................................................18
References......................................................................................................................................21

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Introduction
Business strategic management can be described as the continuous analysis, monitoring,
planning as well as assessment of everything that is required for an organization in order to meet
its major goals (Baltzan 2008). The strategic management technique helps the company leaders
to analyze the company’s present situation, find out strategies and implement them as well as
analyze the effectiveness of the strategies. This strategic management leads complete path to
success to the company. This involves the specifications for the appropriate planning as well as
figuring policies that are designed to attain achievement of the objectives. After that, the
resources are allocated for implementation of the plans. There are many kinds of frameworks
that help in designing the business strategies. These business strategies again help in strategic
planning. This is done in respect to complex environments and competitive dynamics (Barney,
2014). Strategic planning is never in static nature. The strategic management process includes
analyzing business decisions after implementing them. It also involves the analysis of internal
and external weaknesses, formulating the action plans, executing the proposed action plans and
evaluating to what extent the action plans have become successful. It also includes implementing
changes when desired results have not been produced. Strategic management helps in
appropriate alignment of the organizational activities with one another in order to support the
selected strategy. The operational management and the strategic management depend on one
another (Hill, Jones and Schilling, 2014). With the help of operational management the overall
efficiency of the organization is improved as a result, the costs are controlled in order to set the
strategies of the company. Enterprise Resource Planning (ERP) is the appropriate integration of
all the business processes combines the processes.

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The report describes in details the case study of Dr. Rikki Wagner for the organization of
Mendelssohn Technologies. The regular elaboration of Database Management System (DBMS)
must be checked with Microsoft Access and Decision Support System or DSS. Dr. Wagner
realized that his business has undergone many problems and all the problems needed be satisfied
with the investment of considerable amount of money. The report has four sections. The section
includes various steps the first include selection of hardware, networking infrastructure,
hardware and cloud services (Lasserre, 2017). The steps also include various advantages of
application of business intelligence and the advantages of applying customer relationship
management. Customer relationship management is successful only if it is applied successfully.
This report also describes all the problems regarding the application of social media.
Report Section 1
Cloud Services
Part 1: Various cloud networks are provided along with many other services. These
services include auto scaling, compliance, instant provisioning, more security, self-service and
many more similar features of management (Khanagha, Volberda and Oshri, 2014). Some of
cloud platform providers include AWS, Microsoft Azure and Google cloud. Besides providing
cloud platform, they also provide networking, storage and computing. All these cloud platform
providers invest in large amount on the cloud services provided by them. They have respective
parent companies in order t invest. This matures the company even more. Amazon Web Service
supports Hadoop services. HDInsight is provided by Azure and Google provides Dataproc
services.

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Amazon web Service (AWS) provides a wide range of services (Yan and Da Xu, 2014).
There are nearly hundred types of services that are being provided by AWS. These services are
developer tools, enterprise applications, database, IoT, analysis, networking, security,
management tools, computing, storage and mobile.
Among all the cloud services that are useable, the three services that Mr. Rikki Wanger
might use include tools of machine learning. There are many more features as well as services
that include unique technology like IoT and server less computing (Willcocks and Lacity, 2016).
If the business of Mr. Rikki Wanger implements one of the cloud computing services, they will
be allowed to connect the cloud with various mobile applications. As a result, this would create a
high performance of computing environment. This would convert the business into an e-business
as well as it would satisfy all the needs of the business.
All these vendors are comparatively strong in various fields like machine learning as they
can draw on deep wells of internal expertise. Amazon Machine Learning service was launched in
April 2015 by AWS in order to help developers create machine-learning models.
Google offers a Cloud Machine Learning Engine. This helps machine-learning engineers
to build models based on its Tensor Flow deep learning library (Willcocks and Lacity, 2016).
Microsoft's Azure Machine Learning Studio lets developers to write, test as well as implement
algorithms.
All the providers take part in partnerships, allowing customers for functioning various
apps and services in the cloud environments (Willcocks and Lacity, 2016). For compute, AWS’
main offering is its EC2 instances, which can be trimmed with a large number of options.

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Azure’s offering is concentrated on Virtual Machines (VMs). This is done with the help
of tools such as Resource Manager and Cloud Services in order to help deploy the applications
on the cloud, and its azure Auto scaling services.
Google's compute engine delivers VMs in Google's data centers. These engines boot
quickly. They provide persistent disk storage, promise outstanding performance. The
performance is highly customizable depending on the needs of the customer.
All the cloud providers support relational databases – they are Azure SQL Database,
Amazon Relational Database Service, Red shift and Google Cloud SQL) – as along with NoSQL
databases with Azure Documented, Amazon DynamoDB and Google Big table.
Part 2: Computer software is used for activating computer hardware virtually. A
software is required for accomplishing input, output, storage, processing and control the various
activities of information system. Computer software is divided into two types. These types are as
follows
Systems software
They are programs that manage resources of computer system as well as simplify
applications programming. They include several softwares such as database management system,
operating system, translators, networking software and software utilities (Veryard, 2014). System
software include the programs that focus on managing computer itself, like the operating system,
disk operating system and file management utilities. The operating system manages the hardware
resources of computer as well as application and data.
Application software

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Application software helps in directing the performance of a computer for a definite use.
The function of application software is to meet the needs of information processing of the end
users (Wu, Rosen and Schaefer, 2015). Application software is also known as programs that
boost the productivity. This is because they enable the users to complete their tasks. These tasks
include creating documents, database and publications, spreadsheets, sending email, carrying out
online research, designing graphics, playing games as well as running a business.
Two types of packages are available:
1. Vertical packages – Vertical packages help the end users in a specific industry
(Vasconcelos, Kimble and Rocha, 2017). This package help in managing construction projects,
they also help in keeping track of inventory of hospitals as well as fast food outlets.
2. Horizontal packages – Horizontal packages are able to perform a definite function.
These functions include office automation or accounting for a wide variety of businesses.
Report Section 2
Business Intelligence (BI)
Part 1: Business Intelligence (BI) consists of strategies along with technologies. These
technologies are used by various enterprises. Organizations use them for data analysis of the
business information. These technologies provide current and historical business operations
(Kimball, Ross and Thornthwaite, 2015). BI is a technology driven process. It is made up of
various activities. These activities include BI is a technology-driven process. It consists of
various activities. These activities include:
1. Mining Data

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2. Analytical processing
3. Querying
4. Reporting
The advantages of BI are as follows:
 Improves decision making
 Increases operational efficiency
 Drives new revenues
 Optimizing internal business processes
 Identifies the market trends
 It spots the problems occurred in business that is necessary to solve.
The tools of Business Intelligence are data-driven Decision Support Systems (DSS). BI is
also used in report and query tools as well as briefing books (Laursen and Thorlund, 2016).
Taking the help of these tools organizations are allows analyzing the data on their own. They do
not have to wait for IT to analyze the data and send them the reports. This access of information
helps the users to backup the business decisions.
BI provides rich information resources, which helps companies in achieving their
business objectives. This can be done with the help of strategic decisions. BI gathering teams
help in interacting with customers in the form of chat interactions, emails and voice calls. This
also takes care of the likes and dislikes of the customers, it records the reactions of customers on
promotions, and it looks after the technical problems faced by the customers. It also records the
experiences of customers on an online shopping site (Wixom, Ariyachandra and Douglas, 2014).
This analysis can improve the rate of conversion and tackling many more problems.

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Organization measures the performance of the processes executed by them with the help
of reports on data that are timely as well as accurate. BI helps the organizations in decision
making when some strategic issues occur. This is done by providing important data on current as
well as past performances of the company (Chang, 2014). This process is carried out side by side
with future trends, customer behavior and expected demands. BI teams help the organization in
receiving reports in time. These reports make sure that the organization is utilizing the data for
managing business.
Part 2: Mining Data for Gaining Competitive Advantages and Selection of Best
Data Mining Technique
1. Affinity Analysis
Affinity analysis helps in analyzing products as well as services that a customer has been
bought. This report of analysis can be used in improving the layout of products or similar
product recommendations. This is done for online retail outlets (Witten, Frank, and Hall, 2016).
Basket shows the collection of products selected by a customer while shopping.
This technique assumes that the future behavior of customers can be guessed with the
help of their past performers, such as the products that they prefer and purchase. This technique
can be applied by not just retail stores but also by many sources such as:
 E-commerce stores are able to save data regarding credit cards of the customers for
finding links, which depict fraud incidents and interest rates.
 Telephone use depicts which category of consumers reply to the telephone calls and
updates on websites (Koh, Tan and Goh, 2015). This also depicts how the CTAs can be
improved in order to get more people calling the particular business.

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This information extracted from customer is not only used during single purchases. It can
also be used to guess the customer is buying habits and preferences for long periods. This
enables people to predict and draw patterns, which can be used while promoting products as well
as services in future.
2. Sales Forecasting
Sales forecasting records when a customer buys particular product and when they tend to
buy them again. This strategy can be used in inventory management (Roiger, 2017). If a local
based business has online presence they can make use of this strategy for online and local
audience as well. This can be done by deciding how the customers can be drawn to the stores.
This also helps in capital management as well as planning.
3. Database Marketing
This strategy aims at creating groups of certain products that are able to sell themselves.
This is done with the help of careful analysis of customer buying habits and demographics
(Gupta, 2014). The data received regarding customer buying habits are very helpful for online as
well as offline purposes. This database must be continuously updated for ensuring that they
reflect the latest position of market.
4. Inventory Planning
Inventory planning is important for a company, which sells products or consumable
services. This helps online businesses to maximize the value from the inventory warehousing
decisions.
5. Loyalty of Customers

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Loyalty of customers is very important for elastic markets. In these kinds of markets, a
small price change can lead the customers to shift their loyalty to another company, which offers
products or services in lower price (Gupta, 2014). With the help of the knowledge of the change
in buying habits of customers, organizations can present a social media campaign for minimizing
the churn of consumers.
By meaningfully attracting and engaging with consumers, organization can build a sense
of relationship with the brand, so that customers cannot simply bow out in the face of a few
shillings’ price difference given by a new competitor in the market. A few programs that could
be implemented are as follows:
 Engagement of employees—asking the employees, who are first contact point with
customers, for giving ideas regarding how engagement of customers can be improved
based on their own consumer interactions, including product selection and development
questions as well as future growth opportunities.
 Facebook – use data from your customer clusters on Facebook in order to determine the
needs of various clusters and come up with ways to address their engagement needs.
Part 3: Types of Business Intelligence Tools for the Business’s Current Needs
1. Suspense
Suspense is one of the leaders in BI market. It can simplify data analysis that is complex;
it can also make big data insights accessible for small companies as well as startups. It can
collect data from various sources without any preparation on pricey matters (Sang and de Vrieze,
2016). Users enjoy the in-chip technology, which is very efficient. This technology is able to

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process data ten times faster compared to traditional systems. Sisense works with the unique
ElasticCube technology (He, Wu and Yan, 2015). This means it is able to import large amount of
data as well as it can work with any CPU layout. This is done without the compromise of the
quality of result.
2. Actuate Business Intelligence and Reporting Tools (BIRT)
Hjbnn BIRT project is a flexible as well as an open source. It is a pure Java reporting
tool, which helps in building and publishing reports for data sources. This source ranges from
business relational database to XML data sources (Zhang, Pei and Vasarhelyi, 2017). The
Eclipse Foundation rates BIRT as a top-level project. With the help of BIRT, the developers of
all the levels can insert powerful reporting into Java, J2EE as well as Eclipse-based applications.
3. icCube
icCube is a SaaS BI platform. It is specialized in embedding in an application. It
integrates smoothly with any application because of the authentication as well as authorization
(Lapa, Bernardino and Figueiredo, 2014). It has the ability to connect as well as combine any
data; it allows direct access to Java and R.
4. Domo
Domo’s business software brings the data, people involved in the business together. The
insights users of the business need to deliver a report of what is happening in the organization. It
connects all the important business data, gets visual data and collaborates with the employees.
All of this is done with the help of a customizable platform.

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All the mentioned BI tools are very effective as well as efficient for the organization of
Mendelssohn Technologies. As a result, Dr. Rikki Wanger can utilize it without any difficulty.
Compared to others Sisense is more effective for the organization Mendelssohn Technologies
because it provides error free results for this company.
Report Section 3
Customer Relationship Management
CRM is an approach for managing an organization’s interactions among customers as
well as clients. This approach is used for data analysis regarding clients of any organization in
order to improve the business relationships with the clients (Kumar and Reinartz, 2018). The
focus is given to customer retention of the business and as a result increasing the growth of sales
gradually. One of the most important features of customer relationship management is the way it
is approached, this helps to combine the data from a particular range of communication. The
basic channel for communication is the website of that particular company, telephone, social
media, live chat, marketing materials and many more. With the help of CRM, the business can
easily provide extra facilities to clients for fulfilling the requirements. The approach of CRM
refers to different things for different people. This technique is used to increase customer loyalty
as well as customer retention. Along with this organizational profit is also increased. It also
allows the company to gain insights for buying behavior of clients (Eichorn, 2018). A CRM
tracks the communication among the customers and the providers. This feature helps in
improving the overall production of the organization by considering the feedback from the
customers. Thus, the organization successfully achieves its goals and objectives.

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Evolution of CRM consists of three phases named reporting, predicting and analysis. The
first phase includes reporting phase. It helps in perfectly recognizing the customers in every
phase. The next step is the analysis phase. It divides the segments in an organization into two
types; they are best customers and worst customers. The final step is predicting phase; it provides
appropriate predictions for future (Taylor and Roberts, 2015). The operational CRM deals with
automation of services, sales and marketing. The other two CRM types are analytical and
collaborative types. The collaborative CRM deals with emails, internet and call centers and face-
to-face chats. The appropriate data analysis is done with the help of analytical CRM.
Marketing CRM has the ability to change into the mew way of doing the business with
the help of CRM. All the major tools of operational CRM that are utilized for marketing include
campaign management, up selling and at last list generators. Sales customer retention is divided
into three parts. The parts are opportunity management, sales management and contact
management (Baltzan 2008). All the techniques mentioned above are used for boost up the
overall sales of the company for everyday operation. In order to improve the customer services
the three operational CRM types are contact center and web based sell services. Various kinds of
CRM management types are used for the appropriate tracking of the sales, marketing and
service. The CRM explains the practices, strategies and technologies, which are used by the
organization for managing and analysis. This analysis is done on customer interaction or data in
customer life cycle. This aims in improving the customer service relationship. This grows the
sales and assists the customer retention properly. Dr. Rikki Wagner can use these different ways
of using CRM systems.

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Report Section 4
Social Media
Social media can be defined as different technologies that are computer based. They help
in sharing ideas, interests and expressions through the virtual communities and networks. The
wide range of services of social media is not available at present. Social media is an interactive
web 2.0 Internet based applications. It also assures the overall development of the social
networks. This is done by the connection of the profile of a user with other individuals or groups
(Gerbaudo, 2018). Social media is the easiest way through which organizations can reach up to
the customers or clients. The company can also promote its brand with the help of Social media.
Dr. Rikki Wagner for the organization of Mendelssohn Technologies should know the fact that it
is the easiest medium of communication. Social media makes marketing is very easy.
Marketing in social media makes use of various platforms of social media. It also uses
websites in order to promote any product or service. Digital marketing is very popular nowadays.
It can be used for researches or businesspersons. Most of the social media platforms have several
data analytical tools. These tools help the companies in tracking the advertisement campaign’s
progress, engagement as well as success. Various stakeholders address the organizations with the
help of social media marketing. This consists of customers, potential employees, public, bloggers
and journalists (Fuchs, 2017). This kind of marketing involves managing the campaign in a
proper manner. The use of social media would help Dr. Rikki Wagner for obtaining advantages
properly and easily. There are many other companies, which provide similar products or services
as Dr. Rikki Wagner in the organization of Mendelssohn Technologies. A definite policy for this
organization is mentioned below:

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 Social media contents such as blogs and similar posts sometimes tend to gain media
attention. Organizations should refer them to authorized spokesperson.
 Use of Social media should not clash with the responsibilities of the employees (Stelzner,
2014). Computers should be meant to be used for official purpose only. While using
systems in office the use of social media for official purpose should be allowed. Personal
use of social media should be discouraged and necessity steps should be taken if rules are
violated.
Conclusion and Recommendations
From the above discussion, it can be concluded that business strategy can be defined as
the means that helps in achieving the objectives of an organization. Business strategy can also be
defined as business planning that is made for a long-term purpose. The time span of a business
strategy can be of maximum 5 years. The business strategy is related with topics like raising the
finance for building a factory. The scope of activities under any business can be easily
understood by business strategies. Some strategies could be adopted by organizations; these
strategies include globalization, retrenchment and growth. Growth is the expansion of an
organization in order to develop the existing products or purchase new products. Globalization is
defined as the moving operations taking place in various countries. The last strategy is
retrenchment. It aims in getting the focus back to its previous business. The other advantages of
business strategies include gaining competitive benefits. These advantages are very important for
any business in order to obtain all the objectives of the business. These organizations can seek
out for knowing its rivals. There are two methods for any business to be competitive.
Firstly all the goods should be sold out at a very lower price that its rivals. This is only
possible when the business is the leader in the market and gets advantages economically.

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Secondly, in order to gain advantages it is important to differentiate from the rivals of the
organization.
Porter’s five forces framework is the strategy, which helps in analyzing the competition
among organizations. It helps in determining the intensity of competition and how attractive is
the business in respect to its profits. Enterprise Resource Planning (ERP) is an integrated
management. This software is in a specific category of business management. These applications
can be utilized for collecting, managing, storing and finally interpreting the information from the
actions of the organization’s business. CRM helps in maintaining relationship with clients of a
particular business. The business strategies mentioned above has appropriately explained the
entire case study of Dr. Rikki Wagner for the organization of Mendelssohn Technologies. The
four questions of five forces, enterprise resource planning, CRM. Presence of social media is
answered in the report.
The recommendations that could be suitable for Dr. Rikki Wanger for his company are
mentioned below:
 Maintaining a stable relationship management with customers is most important.
If customers are satisfied with products and services provided by an organization
they would be loyal to the organization.
 The organization should implement a perfect and well functioning cloud service
with the help of that networking would be best for them.
 The implementation of social media and a good social media policy should be
executed
 Proper tools of BI should be selected for providing competitive advantages.

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