Predicting Market Trends: Business Intelligence in Fashion Industry

This report investigates the application of business intelligence (BI) and predictive analytics in predicting market trends, using Marks and Spencer as a case study. The introduction provides an overview of the study, the company background, aims, objectives, research questions, rationale, significance, and scope, followed by the structure of the dissertation. The literature review explores the use of business intelligence and predictive analytics, market growth in the fashion industry, and relevant theories and models. The research methodology outlines the research approach, philosophy, type, design, sampling, data collection, and analysis methods. The data analysis chapter presents and interprets the findings, while the conclusion and recommendation chapter summarizes the study's outcomes and suggests areas for further research. The report emphasizes the importance of BI in decision-making, strategic planning, and predicting fashion trends, highlighting its role in managing cost-effectiveness, data transparency, and sustainable growth. The research uses both primary and secondary data collection methods to explore the topic, with a focus on technological tools, strategic planning, and predictive analysis.

The use of Business
Intelligence (Advance/
Predictive Analytics) in
Predicting Market Trends

TABLE OF CONTENTS
RESEARCH TOPIC.......................................................................................................................1
CHAPTER 1: INTRODUCTION.....................................................................................................1
Overview of the study...........................................................................................................1
Background of company.......................................................................................................2
Aim.......................................................................................................................................2
Objectives.............................................................................................................................2
Questions.............................................................................................................................3
Rationale of study.................................................................................................................3
Significance of study.............................................................................................................3
Scope of Study.....................................................................................................................4
Structure of Dissertation.......................................................................................................4
CHAPTER 2: LITERATURE REVIEW...........................................................................................6
Use of business intelligence and advance & predictive analysis.........................................6
Market growth of fashion industry.......................................................................................10
Theories and models based on advance and predictive analytics.....................................13
Recommendation of techniques for preventing the organisation from fraud, risk and financial
issues.................................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................20
Research approach............................................................................................................20
Research philosophy..........................................................................................................21
Research type....................................................................................................................22
Research design.................................................................................................................22
Sampling.............................................................................................................................22
Data collection....................................................................................................................23
Data Analysis......................................................................................................................23
Ethical Consideration..........................................................................................................24
Reliability and viability........................................................................................................24
CHAPTER 4: DATA ANALYSIS..................................................................................................25
CHAPTER 5: CONCLUSION AND RECOMMENDATION..........................................................34
Conclusion..........................................................................................................................34
Recommendation...............................................................................................................36
REFERENCES............................................................................................................................38
APPENDIX...................................................................................................................................40
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RESEARCH TOPIC
Use of business intelligence (advance/predictive analytics) in predicting market
trends: A case study on Marks and Spencer.
CHAPTER 1: INTRODUCTION
Overview of the study
Business intelligence is combination of advanced technologies and strategies
incorporate by business to improvise and enhance value of its services.
Implementation of analysis and technological tools promotes development, innovation
and profitable growth of an organization. Advanced and predictive analysis is effective
for company because it helps the firm in bridging a gap between threats and
opportunities which occurs due to changing business environment (Chau and Xu,
2012)1. The advanced tools and techniques of business intelligence helps the
enterprise in exploring wide information to manage successful business operations.
Implication of business intelligence is necessary because it promotes data analysis by
predicting market trends which helps in effective and systematic decision making for
forthcoming challenges. Further, it promotes problem solving approach by simplifying
data analysis with the help of advanced technological tools. Moreover, it is essential
because it promotes specific knowledge of industry which is the best way of managing
dynamic changes on time. Accumulation of specific information from industry is the
best way which assist the business in meeting customer expectation (Olszak and
Ziemba, 2012)2. Administration of business information via technological tools offers
systematic mode of storing information at secure location. With the help of safe
storage, the company is able to take back up of necessary data.
However, predictive and advanced analytic of market tends are effective for an
enterprise. It helps the company in managing cost effectiveness, data transparency,
sustainable growth and improved business performance which overall is productive
approach for the firm to manage inspiration and delivering exceptional quality goods to
shoppers. Business intelligence is based on various models and strategic approaches
like, artificial intelligence, business process re-engineering, robotics which encourages
flexible and systematic design for managing workflows and process of organizations.
1 Chau, M. and Xu, J., 2012. Business intelligence in blogs: Understanding consumer
interactions and communities. MIS quarterly. pp.1189-1216.
2 Olszak, C. M. and Ziemba, E., 2012. Critical success factors for implementing business intelligence
systems in small and medium enterprises on the example of upper Silesia, Poland. Interdisciplinary
Journal of Information, Knowledge and Management. 7. pp.129-151
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As per this, it can be argued that BI play vital role in envision of new process, initiating
change, diagnosing and redesigning of business process.
In accordance, it can be said that artificial intelligence is a critical part of business
intelligence which supports automation and according to different scholars AI offers the
best approach of managing market trend where in this the company process the
information and then aim at making continuous changes and alterations. The
application provides assessment of changing business trends on regular basis (Rubin
and Rubin, 2013)3. It is effective because it provides automated approach of learning
and improving which becomes easy for organization to deal with function of market.
Therefore, it can be said that technological approaches, strategies and tools of
business intelligence are effective for analysing changing trends of industry.
Background of company
Marks and Spencer is a British multinational retailer and is one of the listed London
stock exchange company. The company offers specialist clothing, home and luxury
products. The core values of organization are focused on inspiration, innovation, in
touch and integrity. The organization work with promise of enhancing lives every day
by managing regular communication with suppliers, employees and customers. The
marketing team of company conducts regular market research to analyses changing
buyer’s preferences and need of innovation in services. In accordance with changing
market trends of fashion industry it is important for the M&S to imply the use of
advanced strategies and technologies to manage sustainable business growth
(Popovič and et.al., 2012)4.
Aim
“The use of business intelligence (advance/predictive analytics) in predicting
market trends- a case study on Marks & Spencer”
Objectives
 To identify the market growth in upcoming period for fashion industry.
 To analyse the growth opportunity and industrial forecasts for favourable capital market
share.
 To determine various theories and models based on advance and predictive analytics.
3 Rubin, E. and Rubin, A., 2013. The impact of business intelligence systems on stock return
volatility. Information & Management. 50(2-3). pp.67-75.
4 Popovič, A. and et.al., 2012. Towards business intelligence systems success: Effects of
maturity and culture on analytical decision making. Decision Support Systems. 54(1). pp.729-
739.
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 To suggest appropriate techniques for preventing the organisation from fraud, risk and
financial issues.
Questions
 How to identify the market growth in upcoming period for fashion industry?
 What are the growth opportunity and industrial forecasts for favourable capital market
share?
 How to determining various theories and models based on advance and predictive
analytics?
 What are the suggestions for appropriate techniques for preventing the organisation
from fraud, risk and financial issues?
Rationale of study
The motive of conducting this research is to explore the idea of business intelligence
and use of advanced and predictive analytic for predicting fashion trends. The study
will help in outlining various models and theories which are part of business intelligence
are can be effectively used by multinational retailer in making innovation in services
according to changing shoppers needs and preferences. BI is driven by technology and
therefore is effective for decision making by collaborating information shared by
executives, manager, employees and customers. However, the research is conducted
for academic purpose and learning and will help the scholar in evaluating need of
implying BI in an organization.
Significance of study
The significance of research is outlined in background from where it is determined
that BI offers systemic collaboration and analysis of information which helps the
business in managing forthcoming challenges. The research is important to design
strategic planning process which can assist the retailer in predicting fashion trends.
Further, it will assist the firm in coordinating key functions of organization that is
gathering, storing, access and analyzing corporate data. The research topic is
significant as it will promote self-development of scholar by boosting individual learning
over advanced technological tools and its benefits. Moreover, the study is meaningful
and important because it will help in determining about advanced and predictive
analysis which play a crucial role in making estimate and deriving accurate results.
Scope of Study
The scope of study is wide because Business intelligence is a wide topic and
research will be based on exploring its different aspects like, technological tools,
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strategical planning, implication in retail firm, predictive and advanced analysis, etc.
The study will help in determining sustainable growth, increased efficiency, strategic
control, data transparency and risk minimization (Business intelligence (BI), 2018)5. It is
based on primary and secondary both data collection method with the help of which
researcher will be able to explore facts of topic with regard to present technological
changes. Further, it will help in outlining decrease in cost, cost effectiveness, optimum
utilization of resources, quality management and improve business performance of
Marks and Spencer by keeping a check of changing fashion trends.
Structure of Dissertation
Introduction Chapter 1: This is introductory phase of study where researcher focus
on developing understanding over chosen research topic and organisation. This helps
in analysing needs of managing particular changes in business enterprise. Further, the
chapter comprise scope of study which helps in predicting topic which will be discussed
and covered to address aim and research questions. Further, rational of research is
derived to analyse motive of choosing particular topic.
Literature review Chapter 2: It is an accumulation of secondary sources where the
researcher will outline themes which are based on research objectives. Further,
research will be done on the basis of key themes to address particular topic. It is
collection of information from Books, journals, articles, magazines, blogs, etc. This
chapter of study is effective for boosting learning over all the aspects and ideas of
study. Like the chapter 2 will comprise fashion trends, advanced and predictive
analytic, approaches and technological tools of business intelligence, recommendation
and strategic planning process which can be implied by Marks and Spencer to predict
fashion trends.
Research methodology Chapter 3: This chapter of study is implication of
methodological tools which helps in managing set of process of collecting and
analysing information. In this researcher derives use of research design, philosophy
and approach which helps in analysing human interest and perception of chosen topic.
Further, it demonstrates understanding over sampling of population who will be helping
researcher in gathering valid and reliable information. Further, in this phase the
researcher will predict information collection methods that is primary and secondary
5 Business intelligence (BI). 2018. [Online] Available through:
<https://searchbusinessanalytics.techtarget.com/definition/business-intelligence-BI>.
4

where ethics are implied by scholar to managing confidentiality and reliability of
gathered data.
Data analysis Chapter 4: In this chapter research analyses collected information
which encourages discussion is done with motive of developing understanding provide
significance of research topic. This based on graphical presentation and thematic
analysis which helps in making segregation in research aspects like business
intelligence, its implication in M&S, different tools of BI, advantages of implementing BI.
This chapter promotes clear understanding over aim by deriving outcomes in form of
findings and discussion.
Conclusion and recommendation Chapter 5: This is the last chapter of study in
which scholar summarizes over all findings and discussion. In this focus of scholar will
be on making step wise conclusion as it demonstrates clear understanding over each
chapter. It is outline of results on the basis of which recommendation are made which
will help the researcher in determining gap of study and topic. Suggestion of study will
be given by scholar on the basis of overall analysis and in comparison with
organizational approach for managing fashion trends.
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CHAPTER 2: LITERATURE REVIEW
This chapter is review of different secondary sources which helps in developing
critical understanding over research topic. The chapter is based on objective of
research which helps in outlining every source of the information to address aim. In
this, scholar seeks different book, articles, journals, governmental publication,
magazines to find relevant information to gain insight of topic.
Use of business intelligence and advance & predictive analysis
According to Chen, Chiang and Storey, (2012)6, business intelligence offers set of
strategic tools and techniques which helps the organization in transforming information
in meaningful way of managing cost effectiveness and for improving performance of
organization. It is the approach of managing application, strategic planning, information
analysis and prediction to generating better outcomes. IT is based on key skills in
enterprise that is problem solving, data analysis, communication and relevant
knowledge about industrial trends. Implication of BI is becoming essential for the
companies across the globe because it offers quick reporting, effective decision
making, improved quality of data, improved efficiency of operations, customer
satisfaction, quality management and increased competitive advantage. As per the
view of Popovič and et.al., (2012)7, business intelligence offers strategical tool to
analyzing changing business trends which is the most efficiency way of managing cost
effectiveness and meeting customer expectations. The company supports the use of BI
because it promotes critical thinking where the firm is able to manage innovation,
transparency in information management and systematic documentation.
Thamir and Poulis, (2015)8, discussed about different advancement which supports BI
that is robotics, artificial intelligence and business process re-engineering. These are
common automation which have boosted the world of business by making predicting
simpler and management systematic. It enables justified and flexible planning in case
of changing industrial trends which is basis of managing innovation and meeting
customer expectation. Regular check over changing customer preferences play crucial
6 Chen, H., Chiang, R. H. and Storey, V. C., 2012. Business intelligence and analytics: from big
data to big impact. MIS quarterly. pp.1165-1188.
7 Popovič, A. and et.al., 2012. Towards business intelligence systems success: Effects of
maturity and culture on analytical decision making. Decision Support Systems. 54(1). pp.729-
739.
8 Thamir, A. and Poulis, E., 2015. Business intelligence capabilities and implementation
strategies. International Journal of Global Business. 8(1). p.34.
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role of the enterprise in serving buyer satisfaction and creating value of services. The
purpose of predictive analysis is making assumption on future events of company by
data mining, statistics, machine leaning, modeling, etc. It enables use of technological
tool to derive improvements areas of organization which can enhance performance
ability of company. According to McKnight, (2011)9, BI enables predictive and advance
analytics on the basis of present performance of organization which play crucial role in
deriving future challenges and improvement of business. For example, Marks and
Spencer is leading fashion retailer of UK which focus ion managing customer
relationship and revenue generation to order to protect interest of investors.
Implication of predictive analytic focuses on integration of research development,
design and information technology team of organization which helps the retailer in
analysing future scope of improvement in services, and changes in trends as well as
increase and decrease in revenue. This advance analysis can help Marks and Spencer
in controlling influence of future factors which can disrupt organizational performance
completely. 10
9 McKnight, W., 2011. “Predictive analytics: beyond the predictions”, Information Management. p. 18.
10 7 Most Useful Comparison Between Business Analytics Vs Predictive Analytics. 2018. [Online]
Available through: <https://www.educba.com/business-analytics-vs-predictive-analytics/>.
7

As per the views of Smith, (2012)11, predictive and advance analytics is used for
determining customer responses in order to promote cross sell opportunities and
manage stakeholder satisfaction. It is the best source of retaining shoppers and
managing profits. Further, it is the supportive advance technical system which helps
the firm in managing smooth and efficient flow in business operations The statistical
tool focused by company for prediction analysis is statistical techniques, artificial
intelligence deep algorithms' learning and data mining. The author discussed about
most efficient tool of business intelligence predictive analysis artificial intelligence
which is simulation of human intelligence which is processed by machines via
computer system. The simulation process of AI comprises acquisition of information
and rules which are logical reasoned on the basis of definite conclusions and self-
correction is done. However, the tool is supportive and effective information according
to human mind is processed which helps organization in making use of relevant
business information to process and predict future trends. 12
11 Smith, D., 2012. “Taking advantage of predictive analytics”, National Underwriter Property &
Casualty. p. 25,
12 Chiang, R. H., Goes, P. and Stohr, E. A., 2012. Business intelligence and analytics education, and
program development: A unique opportunity for the information systems discipline. ACM Transactions on
Management Information Systems (TMIS). 3(3). p.12.
8
Illustration 1: Use of predictive analysis
(Source: 7 Most Useful Comparison Between Business Analytics Vs Predictive
Analytics, 2018.)

(Source: Chiang, Goes and Stohr, 2012)
Taylor, (2011)13, made comparison between predictive and business analytic from
where it is articulated that business analytic aim at processing of raw information which
is related to products, customers, quarter of sales or nation while predictive analytic
aim at processing of information with the motive of cleaning to gather fine information
for consumption by algorithms. Likewise, business analytic is based on descriptive
analysis for determining situation from processing data whereas objective of predictive
analytic is finding hidden information by using complex business information to predict
future outcomes. According to Chiang, Goes and Stohr, (2012)14, BI aim at solving
problems of organization on the basis of guesswork, subjective experience and
assumption while on the other hand predictive an analytic detect complex pattern of
business and suggest unique model of improvement on the basis of key business
concerns. In addition, decision in business analytic are based on strong insightful
13 Taylor, J., 2011. “Where to begin with predictive analytics”, Information Management. p. 29.
14 Chiang, R. H., Goes, P. and Stohr, E. A., 2012. Business intelligence and analytics education, and
program development: A unique opportunity for the information systems discipline. ACM Transactions on
Management Information Systems (TMIS). 3(3). p.12.
9
Illustration 2: Benefits of predictive analytics

information, correction and tangible evidence while predictive analytic suggest the best
decision on the basis of prediction over future trends. However, data type of BA and
PA are completely different like in business analytic company is able to gather
traditional sources, manageable sets of data and structured information which can be
processed. In contrary, predictive analytic enables both type of information that is
structured, unstructured, internal and external data and massive sets of data.
As per the views of Lim, Chen and Chen, (2013)15, BI play a crucial role in reducing
and managing time of company which is consumer in collecting relevant information
from making assumption. It assists the business in filtering data on the basis of unique
preferences, algorithms and methodologies. However, predictive analysis not only
assist the company in making good decision but it also assists the firm in managing
profit generation and optimizing resources and operations. The author presented
example of Deloitte which denoted advantages of analytic where many processional of
organization believes that it enables best decision making approach by considering
and refining all relevant information. As per 16 of professionals of organization it helps
in making key strategic initiatives while as per 16 % people it assists in fostering better
productive relationship with business partners and buyers. Thus, it can be that
predictive analysis helps the organization in attaining competitive advantage as it
covers all the aspect of business that is customer expectation, changing market trends,
shareholders interest, employee productivity and organizational performance. The tool
assists in making assumption on the basis of future but with current business
information and therefore final outcomes of analytic are reliable and viable.
Market growth of fashion industry
According to Laursen and Thorlund, (2016)16, there are wide range of growth
opportunities in fashion industry where trends can be predicted and worked on
therefore Business intelligence is a supportive tool, to manage growth of firm in fashion
industry via advance business technical tools. Predicting opportunity is foremost part
of growth in industry because it helps the firm in deriving changes within organisation
structure, products and efficiency with regard to changing dynamics of industry. Check
15 Lim, E. P., Chen, H. and Chen, G., 2013. Business intelligence and analytics: Research
directions. ACM Transactions on Management Information Systems (TMIS). 3(4). p.17.
16 Laursen, G. H. and Thorlund, J., 2016. Business analytics for managers: Taking business
intelligence beyond reporting. John Wiley & Sons.
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over growth opportunity is regulated by favourable capital market share of business
which can be increase by making assumption on business practices in advance.
Thompson and McLarney, (2017)17 introduced that, there have been statistical
growth with respect to market operations for fashion industries. Therefore, it has been
estimated that these sectors will have growth in around 5.46% in 2020 which will be
profitable for the producer in terms of retaining the adequate profitability and market
share. There are various industries which are being denoted as the big brands for trade
and fashion which are required to have innovative influences in bringing new designs.
Therefore, there have been influences of various factors which are to be considered by
producers such as new trends, changes in fashion and technical variations in the
products. As argued by Jacks and Novy, (2018)18, requirement for becoming updated
and attentive towards the changes in the market trend. Therefore, there are various
aspects which are to be examined and managed to have higher growth and
improvement in the market share of business.
17 Thompson, J. and McLarney, C., 2017. What effects will the strategy changes undertaken by
next Plc have on themselves and their competition in the UK Clothing Retail Market?. Journal of
Commerce and Management Thought. 8(2). p.234.
18 Jacks, D. S. and Novy, D., 2018. Market potential and global growth over the long twentieth
century. Journal of International Economics. 114. pp.221-237.
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As per ascertained by Lee and Werner, (2018), fashion industries have been
performing in various area of operations such as promoting innovative trends in
clothing, accessories etc. which will be helpful in developing the fashion industries with
respect to make higher profits through operations. due to influences of the social media
there have been raise in marketing of the innovative approach. It will be appropriate
technique in terms of making marketing of the products which are newly offered by
business. Along with this as demonstrated by Craig, Mitchell and Wilkinson, (2018)19,
increasing market trend will be threat to an organisation with respect to have unethical
and inadequate determination of the operational practices which are affecting the firm’s
growth and profitability. There are higher changes of having substitutes which were
being challenging for the industries in terms of losing trust and loyalty of buyers in
market.
Wasiuzzaman, (2018)20 stated that, producers in fashion industries are highly
innovative and concerned regarding the consumer’s preferences and changes incurred
in the market operations. Thus, with respect to the such innovative approaches which
have been seen in the industrial practices which will requires the adequate costs and
ascertainment of the techniques to be used in producing the consumer satisfactory
products. Impacts of introducing reforms in the product line will affect the costs system
of the organisation which is eventually impact negatively over revenue generation. As
argued by Thompson and McLarney, (2017)21, Influences of online trading will help in
generating large number of buyers which will creates bull in sales of organisation.
Therefore, approaches the producer in strategic planning and developing ideas to
stabilise capital.
As per the views of Gurjar and Rathore, (2013)22, Online operation of an industry
will be helpful in terms of bringing convenience to the buyers who are active in online
19 Craig, S., Mitchell, R. and Wilkinson, K., 2018, June. The ‘Chlefie’Phenomenon: A Qualitative
Study to Ascertain the Essentials of Usage in Youth Fashion Retail Environments. In ECSM
2018 5th European Conference on Social Media (p. 36). Academic Conferences and publishing
limited.
20 Wasiuzzaman, S., 2018. Seasonality in the Saudi stock market: The Hajj effect. The Quarterly Review
of Economics and Finance. 67. pp.273-281.
21 Thompson, J. and McLarney, C., 2017. What effects will the strategy changes undertaken by next Plc
have on themselves and their competition in the UK Clothing Retail Market?. Journal of Commerce and
Management Thought. 8(2). p.234.
22 Gurjar, Y. S. and Rathore, V. S., 2013. Cloud business intelligence–is what business need
today. International Journal of Recent Technology and Engineering. 1(6). pp.81-86.
12

transactions. Besides this, more number of promotional and discount offers are also
apparent to attract a large set of customers. It is with a major consideration of attracting
young buyers who are mostly looking up for such appealing offers. Vukšić, Bach and
Popovič, (2013)23, has hereby emphasised more upon the existence of customized
products in fashion industry that have a great demand now a day. For the promotion of
these products, content marketing is also supposed to be a viable approach for the
organisations operating in this sector. For which some modern means exists, such as
Instagram, Facebook etc. In addition, it is identified that multi- channel aspect of
marketing to be the most profitable mean of targeting a huge number of contemporary
buyers.
According to Côrte-Real, Ruivo and Oliveira, (2014)24, market trends of fashion
industry are dynamic and experiences regular changes is important for the company to
focus on predictive analytic in advance. It helps the business in determining need of
changes and improvement in particular business area or structure. It supports changes
in structure of organisation to manage efficient and smooth flow in business operations.
BI is technical system which offers use of wide range of analytical tools which helps the
company in deriving present condition and managing changes in services according to
changing business trends., For example, Marks and Spencer will imply predictive
analysis to derive growth of apparel industry on basis of which assumption will be
derived and processed for managing improvement and changes in services to boost
sales, revenue and sustainability in market operations across the globe.
Theories and models based on advance and predictive analytics
According to Sherman, (2014)25, there are various models and approaches of
business intelligence which supports predictive analytics of company. The models are
formed on the basis of specific purpose like resource managing in company. Changes
in structure, increase in market share, boosting sales, improving functions and
managing changes in internal business environment according to dynamic market
trends. Management information system comprise hardware and software of computer
system which act as backbone of business operations. It is effective tool for retail
23 Vukšić, V. B., Bach, M. P. and Popovič, A., 2013. Supporting performance management with business
process management and business intelligence: A case analysis of integration and
orchestration. International journal of information management. 33(4). pp.613-619.
24 Côrte-Real, N., Ruivo, P. and Oliveira, T., 2014. The diffusion stages of business intelligence &
analytics (BI&A): A systematic mapping study. Procedia Technology. 16. pp.172-179.
25 Sherman, R., 2014. Business intelligence guidebook: From data integration to analytics. Newnes.
13

organisation as it helps the companies sin controlling process, sales, marketing,
inventory, funds and automation and collaboration (Chau and Xu, 2012)26. It is implied
by organisation with the purpose of outlining efficiency of business operations and
need of making changes on the basis of outcomes. In this information about the
company, its process, like, sales, funds, inventory is processed on one ground and one
outcomes is produced which aid in deriving need of managing changes in particular
area of organisation. 27
26 Chau, M. and Xu, J., 2012. Business intelligence in blogs: Understanding consumer interactions and
communities. MIS quarterly. pp.1189-1216.
27 Management Information System. 2018. [Online] Available through:
<https://www.whatissixsigma.net/management-information-system/>.
14

On the other hand, Koch, (2015)28, stated that management information system is
base of the organisation decision making process and predictive analytics. It is the
processing which helps the management in depicts clarity in every functional unit of fir.
Clarity over all the process helps in making assumption on market trends. However,
the approach is effective because it suggests clarity over strengths of company which
reduces the risk of making assumption. Key features of MIS are continuous flow of
information, use of computer, complex processing, variety, future oriented, flexible and
economical. For example, Marks and Spencer, one of the leading fashion retailer who
offers its products and services incorporated use of MIS because it supports customer
relationship management, human resource information system and decision making
process of business.
Pearson, (2018)29, articulated about business re-engineering model is known as
fundamental approach of managing improvement in business function and is
considered as most effective tool of business intelligence. The model offers step wise
management and process of managing changes which are discussed below:
 Identifying and communicating need of change or improvement: In this focus of
firm is on determining response of customer towards products and services of an
organisation. It is based on drop rate of particular commodity, analysing problems,
28 Koch, R., 2015. From business intelligence to predictive analytics. Strategic Finance. 96(7). pp.56-58.
29 Pearson, S., 2018. Business Process Reengineering (BPR): Definition, Steps, Examples.
[Online] Available through: <https://tallyfy.com/business-process-reengineering/>.
15
Illustration 3: Structure of MIS
(Source: Management Information System, 2018)

making relevant changes. In this focus is on changing grand vision with market trends
with the purpose of making assumption to set improvement.
 Putting together team of experts: In this focus of model aim at group efforts of
experts of firm that is senior manager, operation manager and re-engineering exerts.
Collaboration of different ideas and opinion helps the business in deriving effective of
changes according to dynamic market trends. Expertise advice helps in making
effective and systematic formulation in business structure and services. Right team
reduces the risk of slowing down changes and operations of company due to dynamic
trends.
 Key performance indicator: The model offers use of KPI which helps the firm in
indicating performance on certain standard graphs. The indicator helps the business in
eliminating gaps and ways to bridge the gap to accomplish competitive advantage by
predictive analysis of market trends.
 Re engineering of business process and comparing with help of KPI: In this
implemented changes and business solutions are evaluated by an organisation on the
basis of key performance indicator. The indicator helps the business in deriving
improvement with regard to changes in structure and business process. Thus, it is
effective because it assists in outlining ability of new solution in improve business
operations.
According to Oestreich, (2016)30, there enterprise resource planning which is another
model of business intelligence which supports predictive analytic of organisation. In this
ERP software of company makes use of data base which includes wide range of
business information. It helps the firm I n integrating planning, purchasing, inventory,
sales, human resources and finance planning of business. In every functional unit and
its data is linked to drive final outcomes. The processing of wide range of information
allows the business in deriving loopholes in business as whole. The analysis of
weakness by integrating business functions act as base for predictive analysis and
assist the firm in making assumption of market trends and also formulates business
operation according to competitive edge. Vera-Baquero, Colomo-Palacios and Molloy,
(2013)31, articulated that predictive analytics is use of information, machine learning
30 Oestreich, T. W., 2016. Magic quadrant for business intelligence and analytics platforms. Analyst
(s). 501. p.G00275847.
31 Vera-Baquero, A., Colomo-Palacios, R. and Molloy, O., 2013. Business process analytics using a big
data approach. IT Professional. 15(6). pp.29-35.
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and algorithms to derive future outcomes. However, ERP is essential part of predictive
analytics because data base of ERP is rich source for making future analysis and
setting margins form improvement in business processes. Integration of predictive
analytic and results of ERP helps the business in managing profitable products and
services for customers in which analyst are able to allocate cost in different ways to
manage improvement in services and business operations (How Predictive Analytics
Works in Concert with ERP, 2016)32.
Further, Davenport, (2012)33, discussed about data modelling approach of business
intelligence which supports advanced or predictive analytics of different type of
organisations. The modelling helps the management of firm in transforming business
information and accumulated data base in conceptual and useful information which
helps the firm in determining market trends and managing changes accordingly. The
modelling allows straight forward changes in business by analysing present situation
comparison with business and business environment on the basis of market trends.
Further, changes are implemented on the basis of underlying business purpose. Apart
from this, Kowalczyk and Buxmann, (2015)34, discussed about data warehouse tuning
which is also effective approach of managing high volume of inserts and updates in
business process. It is effective because it promotes systematic analysis of present
business situation on the basis of which solutions are derived to manage improvement
in business process. It is supportive tool for predictive analytic because it assists in
enhancing performance of business on the basis of changing market trends. This, from
the discussion it can be said that Business intelligence offers wide range of models and
approaches for managing assumption on market trends by integrating data base and
performance of business. It promotes systematic changes in organisation in the basis
of strengths and weakness of company. Analysis of weakness is also beneficial
approach of making assumption and bridging gap to enhance performance and
32 How Predictive Analytics Works in Concert with ERP. 2016. [Online] Available through:
<https://clouderp.rootstock.com/cloud-erp-blog/erp-blog/how-predictive-analytics-works-in-concert-with-
erp>.
33 Davenport, T. H., 2012. Business intelligence and organizational decisions. In Organizational
Applications of Business Intelligence Management: Emerging Trends (pp. 1-12). IGI Global.
34 Kowalczyk, M. and Buxmann, P., 2015. An ambidextrous perspective on business intelligence and
analytics support in decision processes: Insights from a multiple case study. Decision Support
Systems. 80. pp.1-13.
17

manage efficiency in business operations. Hence, it can be said that BI supports
restructuring of organisational functions according to market trends and performance.
Recommendation of techniques for preventing the organisation from fraud, risk and financial
issues
According to Elias, Aufaure and Bezerianos, (2013)35, preventing frauds mistakes and
financial issues in organisation is crucial part of enterprise because it assists the firm in
managing systematic way of conducting and managing business operations. The
company can imply use of cloud computing technology which is an advanced
computerized technology and helps them in maintaining record of every information. It
helps in managing accumulation of data base at one place. The company should
incorporate use of cloud computing with compete backup because it is online software
and assist the management in analysing needs of changes in services on the basis of
mart trends. It offers easy and simplest approach of deriving gap between exiting
business performance on the basis of future analytics. Computerized record of every
basic information will help in reducing risk of frauds because no information can be
altered without permission of senior authorities of organisation. Further, this will assist
in controlling financial issues because it keeps up-to-date record of expenses,
inventory, liability and assets of firm. On the other hand, Baars and et.al., (2014)36,
articulated that, it is important for large organisation which offers their services at
international platform to incorporate use of artificial intelligence. It enables systematic
guidelines and rules of acquiring business information. Data about business functions
and market trends is accumulated on certain grounds of principles which help the
organisation in managing smooth business process without risk of mislead in
information and fraud in transactions. It is considered as smart service management
which increase capability of organisation to perform in dynamic business environment
without involving in financial risks and frauds.
In accordance with views of Elbashir and et.al., (2013)37, it is stated that Marks and
Spencer should incorporate use of Enterprise resource planning because it is technical
35 Elias, M., Aufaure, M. A. and Bezerianos, A., 2013, September. Storytelling in visual analytics
tools for business intelligence. In IFIP Conference on Human-Computer Interaction (pp. 280-
297). Springer, Berlin, Heidelberg.
36 Baars, H. and et.al., 2014. Shaping the next incarnation of business intelligence. Business &
Information Systems Engineering. 6(1). pp.11-16.
37 Elbashir, M. Z. and et.al., 2013. Enhancing the business value of business intelligence: The role of
shared knowledge and assimilation. Journal of Information Systems. 27(2). pp.87-105.
18

advance tool which supports predictive analysis of company and aid the firm in
managing data base in one software. It considers every basic information about
company which is accumulated on cloud. It is the best business intelligence tool that
will assist fashion retailer in recording information and making appropriate
management. It involves very less risk of financial frauds and misleads because with
the help of this software senior management can access information from anywhere
which helps in outlining areas which requires extra attention in order to overcome
business challenges.
Hence, from the view of different scholar it is articulated that business intelligence
offers different tools, models and approaches which helps the organisation in making
advance predictive analytics. Predictive analysis is the best tool for the business as it
supports advance decision making in organisation on the basis of changing market
trends., Marks and Spencer is fashion retailer which offers it services across the globe
from which it is clear that implication of BI tools and advanced assumption will assist
the organisation in managing successful business operations with regard to all
functional units that is marketing, sales, finance, and production.
19

CHAPTER 3: RESEARCH METHODOLOGY
Methodology of research is foremost concern of scholar because it helps the
individual in deriving appropriateness of different tools and techniques with regard to
nature of research. Methodology comprise of wide range of research tools which
enables appropriateness and systematic scheduling of research aspects. It suggests
the process of identifying, selecting, processing and analysing information which is
related to topic of research in order to make outline appropriate research outcomes.
Research approach
Approach of research helps in deriving appropriate plan and procedure of study which
is based on assumption and prediction of data collection method and analysis. There
are different types of research approaches which are chosen in accordance with
research problems and data collection process of the organization. The three most
common research approaches are deductive, inductive and abductive (Tiwari and
et.al., 2017)38. Every approach is different in an unique way and sets different
procedure of collecting and managing information.
In inductive approach research plans and procedure are based on observation and
the results in this type of approach are made on observations. In inductive approach,
intellectual is free to imply relevant theories and research approaches to draw findings
to address research findings and question (Inductive Approach (Inductive Reasoning),
2018)39. The dissertation which is based on inductive approach is dependent on three
elements that is observation, test and theory. It enables subjective meaning to study is
open ended where the scholar is able to explore information and observations with
regard to topic of research.
Further, there is deductive research approach which is based on numerical estimation
on research topic. It is based on statistical interference where researcher considers pre
specified findings. In this type of approach, the outcomes of study are pre oriented and
are implied in study which are objective in nature. The procedure of this type research
is specified and there is no chance of making assumption because it helps in deriving
significant relationship of two dependent and independent factors. On the other hand,
there is abduction research approach is kind of reasoning which is generally implied to
38 Tiwari, T. and et.al., 2017. A community-based participatory research approach to understand urban
Latino parent’s oral health knowledge and beliefs. International journal of dentistry. 2017.
39 Inductive Approach (Inductive Reasoning). 2018. [Online] Available through: <https://research-
methodology.net/research-methodology/research-approach/inductive-approach-2/>.
20

address weak link of inductive and deductive research. It is the planning tool of
methodology which is incorporated by intellectual to outline the best predictions from
incomplete observations.
However, the present dissertation is based on inductive approach where findings will
be drawn on the basis of observation made by scholar during data collection. It offers
different procedure to address subjective research where research aim at analyzing
implication of certain changes to address changing needs of organization. In this study
focus of investigator is on deriving use of business intelligence (advance/predictive
analytics) in predicting market trends.
Research philosophy
Philosophy of the research enable viable way of collecting and analysing information
on the basis of chosen research topics. The use of philosophy promotes systematic
analysis of research process. It helps in accumulating summary of very research
information on the basis past present and future findings with regard to topic of
research. Interpretivism, realism, and positivism are three commonly use of
philosophical method of research which helps the intellectual in conduction smooth
flow of information collection and analysis. When implementing use of realism
philosophy focus of research is on determining type of study on the basis of subject
that is quantitative or qualitative. It is the philosophical type which helps the scholar in
outlining idea which is independent and is based on reality concerns of human mind.
In this, research aim at making assumption of data collection and findings with the
motive of developing knowledge and portraying importance of research with regard to
human action.
Interpretivism philosophy is used in cases when topic of research is of human
interests. However, it promotes in-depth analysis of small scale data which aid the
scholar in managing appropriate research within time constraints. The study
emphasizes on qualitative study in comparison to quantitative. Therefore, data
collection and analysis of research is based on qualitative investigation which supports
interpretation based on observation and assumption. Positivism philosophy of research
enables high structured form of data collection and analysis process and is based on
large samples. Analysis of large sample is fine via quantitative tools of study because
in this making prediction and assumption is impossible therefore researcher outline
relationship of dependent and independent variables of study. Thus, in his study of use
21

of business intelligence in Marks and Spencer scholar have use interpreitivism
philosophy.
Research type
Selecting type of research is important part of dissertation because it acts as base for
sampling, data collection and analysis. It suggests the statistical analysis if sampled
participants. Further, it supports collection of facts and outlining findings. There are
various types of research such as, Descriptive vs. Analytical, Conceptual vs. Empirical,
Quantitative vs. Qualitative, etc. However, in descriptive type of study is implied in case
of obtaining information about current phenomenon. However, analytical is
incorporated in case of presence of situational variables. Both of these methods
supports quantitative analysis of research which is in numerical form. On the other
hand, there is quantitative and qualitative where qualitative is exploratory type of
research whereas quantitative is based on semi structured techniques and helps in
outlining quantifiable outcomes. Hence, the present is study is qualitative type where
the focus of investigator will be on exploring information on research aim and
objectives to address research questions. Exploration research assist the intellectual in
collecting wide range of information from different possible sources.
Research design
In respect with considering the research designs to be used by the researcher’s
in analysing the data base. However, there have been implications of qualitative and
quantitative data which are to be analysed in the study. However, in respect with the
present report there will be use of qualitative techniques of analysing the data. Thus, in
which there will be preparation of questionnaires which will be asked to individual to
analysed their opinion.
Sampling
It is type of statistical analysis which helps the researcher in predetermining number
of observation which will assist information collection and analysis. In accordance with
analysis the researcher is able to choose small number of population of resources
which are viable and reliable according to research topic. Sampling is done in two
ways that is non probability and non-probability in probability sampling every source
has equal and opposite chances of getting selected. However, in non-probability
sampling method the sample is chosen in accordance with information collection
criteria because it is based on specific variable and information.
22

Probability sampling is done via random sampling method where the researcher aims
at choosing group of participant from large available option. It reduces the risk of
getting biased results and aid the scholar in outlining appropriate results on the basis of
sample sources. In every source or participant relevant information with regard to
research topic. While there is snow ball sampling in which participant are chosen in
accordance with specific test of study. In this focus of scholar in choosing small
population but on the basis of potentiality and reliability with research topic. Apparently,
the present study is based on random sampling method which assisted the researcher
in gathering viable and reliable without any biasness. The sample of present
dissertation is 20 managers of Marks and Spencer.
Data collection
Accumulation of information is key part of research where the intellectual aim at
gathering facts which on variables of interests and can assist the investigator in
addressing test hypothesis, research questions and evaluated outcomes. It is
important for the scholar to choose reliable data collection tool because it acts as base
of findings, recommendation, discussion and conclusion. Data is gathered in two form
that is secondary and primary where primary assist the person in accumulation of fresh
facts and data on the basis of research topic. The primary information collection is
proceeded via interviews, survey, questionnaire, focus group, observations, etc. On the
other hand, the secondary information is accumulated from articles, books, journals,
governmental publication, newspaper, magazines, etc., and is based on past facts and
findings which are outlined by different authors. Hence, the present dissertation where
focus of scholar is on deriving use of business intelligence (advance/predictive
analytics) in predicting market trends of Marks and Spencer, the intellectual used both
information collection method where secondary facts are outlined in literature review
where primary findings are outlined in data analysis chapter. Thus, the primary
information will be collected via survey of randomly sampled 20 managers of Marks
and Spencer.
Data Analysis
Analysis of accumulated information is essential and critical task of research process
because in this focus of intellectual is on considering very facts and collected
information. It is the description of collection data which needs to be appropriate and
relevant. On the basis of data analysis findings and discussion is done which is the
final outcome of entire research. There are two ways of analysing data that is
23

qualitative and quantitative where quantitative analysis is done with the help of
mathematical or statistical tools as it is based on numerical outcomes which helps in
deriving significant relationship research variables which are outlined in hypothesis.
Nevertheless, qualitative analysis assists the researcher outlining collected information
in descriptive form. Thus, the present dissertation which is based on deriving us of
technology driven tool the scholar will imply use of thematic analysis which is the best
way of addressing research questions and objectives and outlining systemic analysis of
research findings.
Ethical Consideration
Ethical consideration is essential part of dissertation where researcher aim at deriving
right and wrong of the various situation which come across at the time of data
collection and analysis. Ethics helps the scholar in outlining conditions which can be
barrier to research process like difference in moral values, beliefs and difference in
opinion, etc. With the help of these considerations the intellectual is able to conduct
smooth research process. However, in present study research focused on debriefing
of sample participants about interview questions and analysis type of research which
assisted the research in outlining unbiased findings. Further, the scholar taken
permission from responsible authorities of Marks and Spencer before conducting
interview. Further, the focus of scholar is on referencing entire study which assisted in
protecting confidentiality of collected data. Thus, it can be said that adhering to ethics
helped the intellectual in deriving right and wrong of the situation which came across at
the time of data collection and analysis.
Reliability and viability
Reliability and viability of accumulated information is essential part of study for which
focus of scholar is on referencing entire study on the basis of collected facts and
findings. Reference for entire research aids the scholar in maintaining confidentiality of
collected information and also assist in managing reliability of study for academic and
further research purpose. On the other, for maintain viability of dissertation information
and review of scholar views the researcher will in-text every secondary information
which will helps in deriving sources from where information is used for addressing
research aim and objectives.
In relation validity of the data base where it can be said that, there have been use
of authentic information which will be accurate in defining the outputs.
24

CHAPTER 4: DATA ANALYSIS
To analyse the outcomes and inspecting the causes is termed as data analysis. In
this chapter, there have been use of qualitative techniques of data collection and
analysis which will be assistive to researcher in asking the questions and analysing the
outcomes. Marks and Spencer have been preparing to implicate the business
intelligence techniques in the business which will help them in uplifting the operational
efficiency. To analyse the opinion and behaviours of employees towards this new
technology on which there have been various questions which were being asked to
them to have effective analysis over their views. Moreover, these questions have been
asked to the 20 professionals which are performing in M&S regarding their opinion and
usefulness of this technique in industrial practices.
Theme 1: Majority of participants are aware about Business intelligence
Are you aware about Business intelligence?
Freq
uenc
y
Yes 12
May be 6
No 2
25
Yes May be No
0
2
4
6
8
10
12
14
12
6
2
Frequency

In accordance with theme 1, it is analysed that majority of employee were aware
about business intelligence is advance tool which helps the business in managing data
extractions and analysis is the simplest possible way. The employees discussed about
the skills which are required when incorporating sue of BI in business are knowledge of
specific industry, communication, problems solving and data analysis. These are key
skills which neds to be managed within organisation when implying use of technology
driven process. However, as per some to the participants is BI is effective tool and will
support growth of fashion retailer as it supports company with actionable information
which can be sued by management for making valuable and effective business
decisions.
Theme 2: Predicting market trends is the use of Business intelligence and its
supportive tools
What according to you is the use of Business intelligence and its
supportive tools?
Freq
uenc
y
Controlling cost 7
Data modelling 3
Predicting market trends 9
Extracting data 1
In accordance with the theme 2, on which majority of professionals believes
that predicting the market trend is the best supportive tool of business intelligence.
26
7
3
9
1
Controlling cost
Data modeling
Predicting market
trends
Extracting data

There has been analysis over the various operational functions in the business on
which controlling cost is being selected by 7 employees. Thus, implicating the business
intelligence will be adequate in predicting the market trends. However, making
estimation on the market trend will be adequate and helpful in relation with analysing
the operational goals. Thus, influences of such techniques will improve the decision
making of professionals and analysing the changes in trend and fashion will help them
in developing the products according consumer desires. Using the supportive tools will
not be adequate and effective in terms of managing operations of business.
Theme 3: Improvement in operational efficiency is the benefit of business
intelligence
3. What according to you are the benefits of business
intelligence? Frequency
Improvement in quality of data 3
Improvement in operational efficiency 6
Attaining competitive advantage 5
Serving customer satisfaction 6
As per theme 3, there have been various benefits of the business intelligence in
the organisation practices. Thus, employees have been asked regarding the
fruitfulness of such technology in various aspects which have reflected, increment in
27

the quality of data. Majority of responses are in favour of its impacts on raising the
operational efficiency and serving the best consumer satisfaction among the society.
These are the benefits which have been ascertained by the business professionals of
Marks and Spencer which believes appropriate development and increment in the
growth and profitability of the organisation.
Moreover, in accordance with managing the operational efficiency of industries
on which attaining the business targets will be adequate and effective with respect to
meet the qualitative gains. Managerial professionals and various employees will have
adequate analysis over the current market requirements, consumer’s preferences on
which they can predict the production demands and prices on the product that will
affect positively in operational practices of Marks and Spencer. Keeping better records
of all transactional activities and performing regular auditing will bring beneficiary
advantages to business.
Theme 4: Estimation of growth and development in Marks and Spencer after
implicating business intelligence
4. Do you believe application of business intelligence will support
growth and development of Marks and Spencer?
Frequ
ency
Yes 8
May be 7
No 5
28

In considering the theme 4, the support of business intelligence in growth and
development of Marks and Spencer in the market. Thus, it has been asked to the
professionals on which majority are in favor of this statement. Therefore, they believe
that, installation of technically improves software and gadgets will be effective in terms
of uplifting the operational criteria of the business. Thus, this fashion industry will retain
adequate market share in the coming period which will be attaining and adequate as
per meeting the goals at the right time. Moreover, such technical development will be
adequate in respect with improving the strength of business in the market.
Influences of such techniques will be adequate in developing productive
efficiency in the business. Therefore, there have been effective growth and
development which in turn will be useful for governing the operations. concerning the
proper records of the data base will create ability to analyse and make qualitative
judgment regarding the operational transactional and activities in firm. It brings
promptness, accurate ascertainment of requirements.
Theme 5: Management information system is the type of Business intelligence
will be used in Marks and Spencer
5. What type of application of Business intelligence will be used in
M & S?
F
r
e
q
u
e
n
c
y
Artificial intelligence 4
Data Analytic 5
Management information system 6
Business process re-engineering 5
29

As per analysing the theme 5, the techniques which are required to be used by
the M&S in the operational practices on which there have been various software and
techniques which are required to be used by the professionals. In respect with this,
installation of management information systems will be more effective in having better
inter-connection between all the departments in M&S. Therefore, it improves industrial
communication which will result in better productivity and gains in a period. Along with
this, there can be use of data analytics, business process re-engineering and artificial
intelligence which will be assistive with respect to make improvements in the
operational practices of the M&S.
Thus, installation of such BI software will enhance the productive growth in the
industry. Use of such techniques will reflect the growth in business efficiency as well as
better collaboration of work practices will be adequate in monitoring the performance of
the business. Marks and Spencer will have qualitative development and increment in
the potential goals which in turn useful for increasing the efficiency of the firm. Easier
communication between the employees and managers which in turn have positive
impacts on communicating the performance and relevant details with each other.
Theme 6: Yes, BI implementation will assist company in predictive analysis of
dynamic market trends
6. Do you think BI implementation will assist company in predictive
analysis of dynamic market trends?
Freq
uen
cy
Yes 9
30

May be 6
No 5
In accordance with theme 6, the implication of business intelligence will be
adequate in estimating the marketing trends will be more effective and helpful to the
Marks and Spencer in term of enhancing the performance. Therefore, such
technologies will be helpful for companies to have adequate operational efficiency. As
per analysing the outcomes on which majority of them believes that, influences of BI
will be adequate in terms of predicting the market trends. Accurately analysing the
consumer demands and wants will help them in developing strategies and policies
which will bring them profitable returns. There will be growth in sales revenue and
which will bring effective control on costs.
There has been diversity in the market requirements which in turn required to
be managed and monitored to have adequate ascertainment of the data base. Thus,
analysing such wants and requirements will bring proper determination on consumer's
satisfaction level.
Theme 7: Yes, predictive analysis will help Marks and Spencer in mitigating
future risk
7. Do you believe predictive analysis will help Marks and Spencer in Fre
31

mitigating future risk?
que
ncy
Yes 10
May be 6
No 4
In respect with the last theme 7, it has been asked to the professionals that the
future risk will be meet and addressed by business intelligence. Thus, majority of
employees believes that, BI will be effective techniques which will assist them in
mitigating the future obstacles. Thus, overcoming with the financial and operational
risks on which having a proper records of data base will be adequate in mitigating the
risks in the right manner. Thus, in respect with analysing the issues there can be use of
various kinds of information which in turn will be useful to have appropriate
ascertainment and determination of the issues.
Professionals at M&S will become able to analyse the risks and obstacles on
which they can make plans for overcoming such risks. There will be proper records of
data which funnels them to make productive changes in the operational practices. If
there are any financial risks which are associated with the operations than auditors will
make back-up plans such as saving appropriate reserves for the operations. Along with
this, there will be reduction in the chances of having manipulation of the data base.
Reduction of professionals using the information for the personal means. It ensures the
32

confidentiality in transacting the data and keeps proper historical details enables
professional in analysing reliability and reducing risks.
33

CHAPTER 5: CONCLUSION AND RECOMMENDATION
On the basis of above research study there have been analysis over the impacts
and influences of business intelligence in various industrial aspects. It will be beneficial
in various terms such as improving the sales, performance, operations, transaction of
the data base and monitoring the effective growth in the respective period. However, in
this chapter there will be summary analysis over the main findings and the drafting of
valid conclusion will help professionals at Marks and Spencer to re-frame and monitor
the operational activities. There will be recommendation and suggestion which were
being awarded to the professionals in defining the fruitfulness of BI in industrial
practices.
Conclusion
To analyse the impacts of business intelligence in the operational practices of the
business on which they can become bale to predict market trends. Thus, analysing the
consumer's requirement in the market will be beneficial to the fashion industries like
Marks and Spencer. It can be effective in terms of recording the proper transactional
data and better auditing will assist the professionals in evaluating and drafting valid
strategies to improve the performance of organisation. Implication of such techniques
has adequacy with respect to make increment in the revenue generation and potential
growth of the firm. M&S can use various software and gadgets through which they can
collect and manage the data for effective ascertainment of business operations.
On the basis of literature, it can be said that, implication of business intelligence
techniques will be adequate to the professionals of the industry with respect to make
drastic increment in all aspects of operations. There will be growth in the effective
manner as producers will have appropriate knowledge and analysis over the market
trends. The current requirement of businesses is associated with enhancing the sales
revenue and profitability gains which can be beneficiary in managing the operations in
the right manner. The reliability of the business intelligence software is that there will
be less chances of any manipulation in the records of data set as well as in analysing
the revenue generation of the organisation. It respects to the results in various angels
on which professionals of Marks and Spencer can articulate the performance and
make qualitative decision which will be assistive and governing to meet the potential
gains. Development of strategies will be relevant with the estimating the future
demands for the particular product, costs of operations and intelligence database
34

analysis will be adequate with respect to meet the targets and satisfactory level of
buyers.
As per analysing the operational efficiency of the business based on the financial
reports the professionals or manager will make decisions to plan investment or to
control the costs. There will be appropriate allocation of funds in each unit as well as
monitoring of appropriate information will be attainable and adequate with respect to
meet the targets at the right time. there will be acceleration in the decision-making
power of employees performing the Marks and Spencer. Along with this, finding the
alternatives will be effective to make improvements in the production capacity. In
analysing the market trend and upcoming reforms in the fashion segmentation will be
easier to analyse and judge. Thus, through which they can plan strategies to implicate
such changes in their operational practices.
In respect with the collaboration and management of operations in various
segmentation will be appropriate in meeting the goals at the right time. Installation of
such software is consisting of bringing favourable communicative to for conveying the
messages and reports among each other. Thus, cloud computing and various features
in a business intelligence software enables the professionals in working from anywhere
and anytime which will reduce the time for recording the transaction. Thus, it will be
prompt action in terms of articulating the organisational performance. Considering the
historical data relevant with the past performance of the organisation helps the
employees of managers in estimating the future growth. Thus, it explains the total unit
sold, revenue retained, costs implied in respective action will be acceptable to make
forecasts relevant with the sales revenue growth as well as costs implication in the
further period.
It will also be convenient to the consumers in connection with comparing the
prices, quality as well as quantity of the products. They can easily make transfer of
payments through e-paying services. These conveyancing approach will be adequate
and helpful with respect to analyse and make appropriate operational activities. Along
with this, analysing new offers and additional product line will be an attractive approach
in enhancing sales and promoting the business. The offers and data will be based on
the real time situation and offers which allows professionals in analysing the real time
transaction value instead of waiting for the completion of such transaction.
In relation with analysing the business intelligence to fight the challenges in the
market, there will be various rivalries on which effective and prompt service provider
35

will become able to lead the market. Marks and Spencer have been known for best
producers in the fashion industry on which they have higher market share. In
accordance with analysing the consumer perspective the implication of business
intelligence will lead them to retain the adequate revenue and gains from the
operations. Improving the visibility and administration will be beneficial in generalising
and attaining the targets to have better qualitative management.
In monitoring the business operations in the various business segmentation at
every level on which managing the operations through implicating the challenges will
be effective. There will be control over the transactional activities held in the regional,
local as well as on global level. Thus, the demands, sales and expenses of such
branches will bring the information regarding the most efficiency and performing unit in
the industry. It can be effective in determining the challenges and making adequate
increment in the productivity of the firm.
Recommendation
Hereby it can be recommended that business intelligence is quite useful tool for
the company in accomplishing goals in the best manner possible. It is required that
business should employ business intelligence tool which will help firm in predicting
market trends in the fashion industry and as a result, market share can be gathered by
assessing customer's demands and desires quite effectually. It is helpful for Marks and
Spencer as it will be able to compare and effectively select best solution for them for
meeting out needs. The business intelligence tool provides clarity regarding business
trends and important events leading to provide transparency information.
For maximizing operational efficiency and driving revenue up to a high extent, this
tool will be helpful for organization in attaining clear picture of overall performance. This
will help in making well-mannered decisions in effective manner. There are various
departments of Marks and Spencer which are required to be provided with relevant
information so that overall efficiency can be attained. This will help firm to predict
market trends and as a result, decisions can be taken quite effectively. Following
recommendations are provided which are listed below-
 The system should be installed in a manner with the help of which designing for
capturing, categorizing and analysis of corporate data must be done which will be
helpful in enhanced decision-making.
36

 It is recommended that monthly or quarterly sales trends, overall growth and
consumer behavior must be made so that useful insight may be gained by Marks and
Spencer for analyzing and predicting market trends.
 Management Information System should be installed so that financial information
provided could be organized and programmed in a manner by which reports on regular
basis on operations for each and every level of management in company. Thus, useful
results will be attained.
 The risk in the company can be effectively analyzed with the help of business
intelligence tools. This will help for taking decision in the best manner possible so as to
mitigate risks in a better manner. Hence, risk mitigation will be achieved through
business intelligence.
 The operational efficiency will be improved and also customer's satisfaction will be
served in effective manner which will support growth trends quite effectually. Moreover,
management will be able to take decisions and as a result, higher profits would be
accomplished with much ease.
 It is also recommended deploying business intelligence system as it will provide
integration of data and faster reporting will be done. Moreover, it will assist in proper
planning for achieving market share of company.
 It will be helpful in increasing competitive advantage as trends can be predicted in the
fashion industry and firm will be able to form proper strategies which will help in
outreaching rival businesses up to a major extent.
 Data quality could be improved as regular reports are generated which will help in
perfect compilation and integration of data leading to accomplishment of proper
analysis of data. This will help in enhancing decision-making in firm quite comfortably.
 Implicating the BI which will result in improved marketing and sales of industry also
the productivity through regular updates and efficient growth in the profitability of
organization.
 Installation of effective software will be effective in tracking the regional, global and
local businesses of Marks and Spencer which will be monitored effectively to have
adequate reports based on demands and consumption of the products in the market.
37

REFERENCES
Books and Journals
Baars, H. and et.al., 2014. Shaping the next incarnation of business intelligence. Business &
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Chau, M. and Xu, J., 2012. Business intelligence in blogs: Understanding consumer interactions
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38

Popovič, A. and et.al., 2012. Towards business intelligence systems success: Effects of
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Online
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39

APPENDIX
Questionnaire
Name:
Age:
Gender:
Job role:
1. Are you aware about Business intelligence?
 Yes
 May be
 No
2. What according to you, is the use of Business intelligence and its supportive
tools?
 Controlling cost
 Data modeling
 Predicting market trends
 Extracting data
3. What according to you are the benefits of business intelligence?
 Improvement in quality of data
 Improvement in operational efficiency
 Attaining competitive advantage
 Serving customer satisfaction
4. Do you believe application of business intelligence will support growth and
development of Marks and Spencer?
 Yes
 May be
 No
5. What type of application of Business intelligence will be used in M & S?
 Artificial intelligence
 Data Analytic
 Management information system
 Business process re-engineering
6. Do you think BI implementation will assist company in predictive analysis of
dynamic market trends?
40

 Yes
 May be
 No
7. Do you believe predictive analysis will help Marks and Spencer in mitigating
future risk?
 Yes
 May be
 No
41