University of Southern Queensland: Mendelssohn Technologies Case Study

This business report presents a case study analysis of Dr. Rikki Wagner's Mendelssohn Technologies, focusing on key business strategies. The report explores the benefits of Customer Relationship Management (CRM) and the implications of social media within the organization. It also delves into business intelligence tools and data analysis strategies. The report covers hardware, software, networking infrastructure, and cloud service selections, and provides recommendations and justifications for a suitable network infrastructure. The analysis includes discussions on private cloud networks, cloud platform providers like AWS, Google Cloud, and Microsoft Azure, and their respective services. The report further examines the role of business intelligence in data-driven decision support systems and the importance of integrating business processes through Enterprise Resource Planning (ERP). Finally, the document provides an overview of computer hardware and software, including system and application software, and discusses software trends and application packages.

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

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Letter of Transmittal
04/06/2018
Dr. Rikki Wagnerwas
Mendelssohn Technologies
Dear Dr. Moulton Rikki Wagnerwas,
Please find attached the report namely “Business Strategies Case Study”. This report will
be explaining in detail the entire work to be completed at Mendelssohn Technologies by me as
the student of University of Southern Queensland in Business Strategies during the course, for
the project requested by your company. This report will be having the four distinct strategies for
this business, which include the advantages of the implementation of CRM or customer
relationship management.
I would much appreciate if you could read my project report carefully, understand the
business strategies properly, complete the section given below and again fax it back to me.
Should you have any questions or comments regarding this particular proposal, do not
hesitate to contact me.
Sincerely,
___________________
Student Name & Sign

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I have read the enclosed proposal and have the following comments:
I accept the proposal.
I decline the proposal.
I accept the proposal with the changes/comments shown below
(feel free to include any comments in separate page as necessary).
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_______________________ _______________________
Company Rep Name/Title Signature / Date

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Executive Summary
The major objective of this business report is to learn about the entire case study of Dr. Rikki
Wagner. This report will be discussing regarding the complete research of the business
strategies, which had been decided that are to be undertaken within the organization of
Mendelssohn Technologies. The most significant aim of this report is to properly learn about all
the benefits of CRM or customer relationship management. This specific business strategies
report eventually helps in understanding all the merits and the demerits of the social media
within any organization or business. The other significant aims of the business report involve the
various strategies of business by the help of the business intelligence tools and data analysis. A
suitable network has been selected for the organization. All the important and relevant
recommendations and justifications are subsequently provided within this report of business
strategies.

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Table of Contents
Introduction..........................................................................................................................5
Report Section 1 – Hardware, Software & Networking Infrastructure / Cloud Services....6
Report Section 2 – Business Intelligence..........................................................................10
Report Section 3 – Customer Relationship Management..................................................14
Report Section 4– Social Media........................................................................................16
Conclusion and Recommendations....................................................................................18
References..........................................................................................................................21
Appendix............................................................................................................................22

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Introduction
Business strategic management can be defined as per proper formulation as well as
implementation of all the significant goals or objectives that are undertaken by any specific
organization’s top management level on the behalf of all the owners that are based on the proper
consideration of various resources as well as the assessment of any internal or external
environments within which this organization is eventually competing (Baltzan 2008). This
typical strategic management subsequently provides the complete direction to the company and
hence involving the specifications or objectives for the perfect development of plans as well as
policies that are designed for the achievement of all these objectives and then substantially
allocating these resources for the purpose of implementation of the plans. There are several
frameworks or models that help in making the business strategies to assist in the strategic
decision making in respect to competitive dynamics as well as complex environments. The
strategic management is not at all static in nature; hence all the models involve the feedback loop
for the purpose of monitoring the execution and finally informing the next round for planning.
Porter is responsible for identifying three distinct principles underneath strategies and thus
creating the most unique and valuable positions of market. Proper alignment of the
organizational activities with one another for the purpose of supporting the selected strategy is
done by strategic management. The corporate strategies involve the major reason and objective
of the business and proper competition of or competitors of the business. The operational
management and the strategic management depend on one another (Baltzan 2008). With the
operational management, the overall efficiency is improvised and thus the costs are controlled
for setting the strategies of the company. ERP or enterprise resource planning is the proper
integration of all business processes and thus making the processes into one.

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The following report provides a detailed description on the case study of Dr. Rikki
Wagner for the organization of Mendelssohn Technologies. The proper development of the
DBMS or database management system should be checked properly with the help of Microsoft
Access as well as Decision Support System or DSS. Dr. Wagner subsequently realizes the fact
that his business has faced a lot of problems and all of these problems should be mitigated for
investing considerable money. This report is divided into four sections, which are selection of
hardware, software, networking infrastructure and cloud services, advantages of utilizing
business intelligence, advantages of the proper implementation of the customer relationship
management or CRM system and all the issues or problems related to the presence of social
media.
Report Section 1 – Hardware, Software & Networking Infrastructure / Cloud Services
Part 1: There are many private cloud networks that are provided with the service of auto
scaling, more security, compliance, self-service, instant provisioning, as well as many identity
features of management (Baltzan 2008). The famous providers who provides cloud platform are
AWS, Google Cloud, and Microsoft Azure provides same kinds of capabilities including storage,
networking and computing.
All the three cloud providers invest heavily on their cloud services and also have parent
companies for doing so. This helps the companies in making their services more and more
mature. The Hadoop services are supported by Amazon Web Service known as Elastic Map
Reduce, Azure provides services of HDInsight, and Google provide service of Dataproc.
There are large varieties of services that are provided by the Amazon Web Service
(Baltzan 2008). The AWS provides about 100 different kind of services including the

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networking, developer tools, security, enterprise applications, management tools, computing,
database, storage, IoT, mobile, and analytics.
The three cloud service that the company of Mr. Rikki Wagner can use have tools of
machine learning and they also have a number of added services and features that targets the
areas of cutting edge technology like IoT (Internet of Things) and serverless computing (Baltzan
2008). If the business implements one of these cloud computing providers, then they will be able
to connect their cloud to different mobile applications and therefore create a very high
performance of computing environment that satisfy all the needs of the business and helps the
business to convert to an e-business.
All of the above mentioned vendors are very strong in the area of machine learning.
Amazon Web Service introduced the concept of machine learning in the month of April, 2015 so
that they can help the developers to create the models of machine learning. AWS announced
three new services of machine learning in the year 2016, for the purpose of image recognition,
which is also known as image recognition, learning models of text to speech, also known as
Polly, and engine powering the Alexa (Lex) (Baltzan 2008).
The machine learning cloud engine that is provided by Google helps the engineers of
machine learning to build models based on open source deep learning library known as Tensor
Flow. Google Offers whole host for off-the-shelf APIs that includes processing of natural
language, computer vision, as well as translation.
The studio of Azure machine Learning of Microsoft helps the specialist developers for
writing, testing, as well as deploying the algorithms as also provide off-the-shelf APIs (Baltzan
2008). All the three providers of cloud supports Docker services. The customer can run different

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applications, different services in the environment of cloud by implementing these three
approaches of cloud providers.
The main offering of AWS is EC2 instances that are usually tailored by large number of
options. AWS also provides services that include Elastic Beanstalk for application deployment,
the service of EC2 Container, auto-scaling, and AWS Lambda (Baltzan 2008). The offering that
is provided by Azure is mainly centered on the Virtual Machines with many other tools that
includes Cloud Services, and also helps the resource manager for deploying applications on
cloud and provide service for Auto-scaling service. The scalable compute engine delivers data
centers for Google. This Compute Engine is easily bootable, and can be used as persistent disk
storage for consistent performance and can be customized highly depending on needs of
customer (Baltzan 2008). Relational databases are also supported by all three cloud providers.
The relational databases are Azure SQL Database, Redshift, Amazon Relational Database, and
Google SQL along with databases of NoSQL known as Amazon DynamoDB, Google Bigtable,
and Azure DocumentDB.
Part 2: The computer hardware is useless without the computer software. Software is
basically a program, which needs to accomplish the processing, storage, output, input, as well as
control all the activities involved in information system. There are basically two different types
of programs known as Application software as well as System software.
Systems software is basically programs that manage all the resources of computer system
as well as simplify those applications programming (Baltzan 2008). The system software
includes many operating system, networking software, software utilities, database management
system, as well as translators. The systems software includes all programs for managing the

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computer operating system, disk operating system, and the file utilities management. The OS
also manages computer hardware resources along with data and application.
Application software is a program that directs the performance of particular use,
applications, or the computers that meet the information processing needs for the end users
(Baltzan 2008). The application software includes Aoff-the-shelf@ software including word
processing as well as spredsheet package. There are also internal as well as external developed
software, which is designed for meeting the specific needs of organization. The application
software is called as productivity programs pr the end users programs because they enable users
to complete the tasks, which includes creating documents, databases, publications, spreadsheets,
sending emails, running businesses, playing games, online research and even sending emails.
Software trends are basically away from custom designed application programs that are
developed by professional programmers or the end users of the organization for using the
packages of Aoff-the-shelf@ software used by the end users from the software vendors (Baltzan
2008).
There are two different types of application packages. They are:
1. Vertical Packages –These packages assists the user in a particular industry segment.
This application package helps to manage the construction projects, keep the track of
the inventory of the hospitals, and is used in fast food outlets.
2. Horizontal Packages –These packages mainly performs some general functions that
includes accounting, office automation, as well as some other range of businesses
(Baltzan 2008).

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Report Section 2 – Business Intelligence
Part 1: The Business Intelligence (BI) includes tools, applications, practices, as well as
technologies that are used for collecting, integrating, analyzing, as well as presenting the raw
data of the organization so that they can create actionable as well as insightful business
information. BI id basically a discipline as well as a technology driven process that are made up
of different activities such as data mining, analytical processing that are made online, querying,
as well as reporting (Baltzan 2008).
There are many benefits that BI program offers. The advantages includes: accelerating as
well as improving the decision making, optimizing the processes of internal business, increasing
the operational efficiency, helps to drive new revenues, gains competitive advantages over the
business rivals, identifies the market trends, and also helps to spot the business problems which
are needed to be addressed (Baltzan 2008).
The tools of business intelligence are very essential for the data driven DSS (Decision
Support System). BI is used interchangeably with briefing of books, query and report tools, as
well as executive information system. With the help of this BI tool, the people involved in
business can analyze the data themselves; instead of taking help form an IT expert for running
the reports (Baltzan 2008). This business information also helps to access the business decisions
with many hard numbers, instead of just making assumptions.
The companies can arm rich data resources can take the help of business intelligence to
fulfill the goals of their business as well as target them guiding through strategic decisions. The
business intelligence makes interaction with customers smoother by analyzing voice calls,
emails, chat interactions and also helps to company to look after the preferences of the customers
that includes the likings as well as disliking of the customers (Baltzan 2008). BI also helps the

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business to find out the technical difficulties faced by their customers, the reaction of the
customers for making the promotion, and then customer experience while making online
shopping from the website of the company. This business intelligence analysis helps the business
to improve the conversion rate of the company. The team of BI ensures the companies to receive
the real time reports that efficiently utilize to hand over the information for manage the business
in a better way (Baltzan 2008).
Part 2: The businesses use data mining to gain competitive advantage in the business.
There are different types of data mining techniques that can help the company of Mr. Rikki
Wagner to gain the competitive advantage are as follows.
1. Basket or Affinity Analysis- This technique helps to analyze the product or the service
that is bought by the customer (Baltzan 2008). These techniques are then used by the companies
to improve their product outline and the recommendations of the products related for the retail
outlets. The basket in the name refers to collection of different items that are selected by the
customers while shopping expedition.
The basket analysis assumed by companies helps to predict the behavior of future
customer evaluating the past performers that includes purchases as well as preferences. This
analysis can be used in many business processes rather than only retail store (Baltzan 2008). The
business applications where this basket analysis can be used are as follows:
In online e-commerce stores this basket analysis is extremely useful. The company of Mr.
Rikki Wagner can use this basket analysis to evaluate the data of credit card to find the patterns
that highlight all fraud incidents in online transactions. This also tailors the reward cards with
some optimal limits, terms and interest rates of the customers (Baltzan 2008).