Prepare a Business Case (pdf)
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Added on 2021-06-17
Prepare a Business Case (pdf)
Added on 2021-06-17
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Prepare a Business Case
Table of ContentsIntroduction................................................................................................................................31.The business problem.........................................................................................................32. Business and IT alignment.....................................................................................................43. Identify alternatives................................................................................................................64. Analysis the alternatives........................................................................................................75. Best Choice..........................................................................................................................116.Project plan.......................................................................................................................11Conclusion................................................................................................................................12References................................................................................................................................13
IntroductionGaps is a fashion apparel shop which is currently facing a decline in the sales rate due to lackof analytics measure that could identify trend patterns. As a result, there is a rise of decisionmaking that is taking place to integrate data analytics into the company. Data analytics isnecessary for the company but that will lead to the expulsion of other cost-creating elementslike creative designers, and it is a risky move for a company to take such a step. The studyfocuses on the alternatives and the risk associated with such a move.1.The business problemThe problem faced by Gaps regarding the analysis and understanding of the tastes andpreferences of the customers regarding fashion apparels. In the recent years, there has been amajor shift in the retail industry regarding several marketing trends and change in the trend ofhuman desire. In the recent periods, it has been identified that there are currently somesweeping changes in the trends that are taking place due to the exposure of people with thesocial networking sites. In the recent periods, customers are getting more informed about thefashion trends, more varied and refined in their demands, and accordingly there has been arise in the demand for varied products in the market (Fernie and Sparks 2014). However, thishas created a major problem for the retail organizations as a whole. In the retail sectors, thebusiness has created the problem of understanding the changes in the demands of thecustomers. Due to this problem, Gap has faced a decline in their sales, which they haveconsidered to be the result of the same problem. As a result, the company wishes to expand itanalytic sector into the internet, and through the help of data mining, it could create apredictive analysis and gauge the rising trends of the customers (Nawaz, Salman and Ashiq2015). For this purpose, Gap is attempting to expand their technical line-up to include suchanalytical techniques in their area. However, there is a major issue to address in this case:whether the prediction of a creative designer could be outperformed by predictive analysismade by the data analytics? This is a genuine which Gap might choose to address bycombining to the two forces, as the innovation of a creative designer would help in the trendsetting of a specific fashion statement which would not be possible by the Analytics area. Theentire senior management, however, is facing a doubt regarding this case, as it brings up thedisturbance in the general harmonious relationship that exists between creativity andcommercialisation, designers and merchants that exist at most fashion brands (He andMcAuley 2016).
Gap also faces a problem regarding the medium through which it would like to interact or setup deals with the customers or others in general. In this case, taking into consideration therecent rise in online e-commerce transactions, Gap needs to change their selling model andupload their products online. However, for the achievement of this process, the companyneeds to put their product under Amazon and for that reason, there will be a middlemanbetween the organization and the final customers (Lueg, Pedersenand Clemmensen2015).There is a problem posed in this case, as in that the customer information would not come tothe company who would require it for the data analysis part, but would rather stay withAmazon, a third party, and hence, would have no help to the company to set up the predictiveanalysis part. Hence, for the main aim of Gap, regarding setting up of an analytical part in theorganization to help in the trend setting would become in vain if the company hosts a certainproduct in the online platform of someone else.2. Business and IT alignmentIn the case of this specific area of integrating the business with the IT section of analysis,there is a certain amount of investment that the company has put into to bring about thismajor change in the system. However, for this purpose, there has to be a department to be setup which actually deals with all the specific aspects that are related to the organization or thetrend analysis of all the masses that are involved with the organization (Ott and Longnecker2015). In general, the company has invested and set up an analytics section and has putforward certain radical changes in the organization so as to cut costs, and they have donethese changes in a manner so that they would be able to eliminate traditional creativedesigners and using other resources, the company wishes to enlarge and create a collectiveecosystem, a kind of a digital field that will help in the increase of the input of data whichrequires to be analysed and creating such a situation conducive for data intake and dataanalysis. The main points that the company wishes to take part in are:Data Mining: Data mining is a way in which certain non-personal data are collectedby the company and with the use of these data, there is a major analysis done on thecollected data. The data used in this case is generally customer choices, links clickedor visited, websites, frequented, etc., all of which one to understand customerbehaviour and to see a general way in which the trends and general customer needsare moving towards (Guerciniand Runfola2015). This is generally done throughGoogle Analytics as Google is one of the most popular website and it is through this
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