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).

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The company of Mr. Rikki Wagner can also use this basket analysis for telephonic usage.
This will helps the company to identify which part of the customer responds on telephonic calls
for making actions on websites and also identifies the reasons of this case. This telephonic basket
analysis of the also helps to improve the CTA so that more people gets involved by calling to the
business (Baltzan 2008).
The information of the product is not applied on a single purchase. This analytics tool
helps to track the buying habits of all the customers as well as preferences of the customers over
long periods. This will enable the company to draw patterns as well as predictions that helps to
promote the products as well as services of the company in future.
Part 3: There are many business intelligence tools that help to improve the current needs
of the business (Baltzan 2008). The tools the BI are stated as follows:
1. Sisense- Sisense is the most famous leader in the market of Business Intelligence. This
company of BI tool providing has won the best BI Software Award in the year 2016. This
solution of BI is capable for simplifying the data analysis of the business as well as makes the
big data insights accessible for small companies as well as startups (Baltzan 2008). The Sisense
provides a competitive edge for collating the data of the company from multiple sources without
the pricey preparations. Using this tool, the company can also enjoy the efficiency of in-chip
technology in database. This in-chip helps to process the data 10 times faster as compared to
traditional system of data transfer. Sisense are capable to work with other innovation technology
ElastiCube as well. This helps the Sisense tool to import large datasets of data as well as work
with any type of CPU layout without the quality compromization of the company. This Business
Intelligence tool use gives a free trail plan offering their customer to try their solutions first by
signing up the free trial version of Sisense (Baltzan 2008).

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2. Actuate Business Intelligence and Reporting Tools (BIRT)- Another tool that the
current business of Mr. Rikki Wagner can use is BIRT tool (Baltzan 2008). The project or the
companies that carries out BIRT tool very flexible, open sourced as well as use Java platform for
publishing and building reports against the data sources that ranges from traditional relational
databases used in business. The BIRT tool also implements XML data source, and in memory
Java objects. The BIRT tool is considered as top level project within Eclipse Foundation and also
leverages the rich capabilities of Eclipse platform. The BIRT tool provides open source
community for all the users. The developers in all the levels of the company are able to
incorporate their powerful reporting in Java by using the BIRT tool of Business intelligence as
well as incorporate the Eclipse and J2EE based applications in the business processes (Baltzan
2008). This tool is also very useful for the company of Mr. Rikki Wagner to make its business
online and the processes more efficient.
3. icCube
icCube is a SaaS end to end BI platform, specialized to be embedded in your application.
Deploy it on premises, in the cloud or make use of one of their managed services and enjoy a
short time to market for custom feature requests. It integrates seamlessly with any application
because of the on-the-fly-authentication and authorization (up to cell level), the ability to connect
and combine any custom data source, direct access to Java and R, a web based dashboard builder
and the ability to graphically design widgets from scratch (Baltzan 2008). Basically, icCube is
the dream for any software developer who needs to provide predefined dashboards or a solid web
based self-service BI solution, to their end-users.
4. Domo

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Domo’s Business Optimization Software brings together the people, the data, and the
insights business users need to deliver a detailed view of what’s happening in your organization.
All of the above mentioned business intelligence tools and techniques are extremely
effective and efficient for the organization of Mendelssohn Technologies and thus Dr. Rikki
Wagner could easily utilize this without any type of problem (Baltzan 2008). However, in
comparison to all others, the tool of Sisense is more effective for the organization of
Mendelssohn Technologies since it is responsible for providing error free results to this
company.
Report Section 3 – Customer Relationship Management
Customer relationship management or CRM is the proper approach for managing ay
organization’s interactions with all the customers or clients. This particular approach is utilized
for the purpose of data analysis regarding the clients within any organization for improving the
business relationships with their clients (Baltzan 2008). The most significant focus is given to the
customer retention of the business and hence driving the growth of sales exponentially. One of
the most important and significant aspects of the customer relationship management is the
specific systems of this approach, which helps to compile the data from the distinct range of
various channels of communication. The main communication channel is the website of the
specific company, marketing materials, telephone, social media, live chat and many more. With
the help of the various systems and customer relationship management approach, the business
can easily facilitate the clients for fulfilling their requirements. The approach of customer
relationship management eventually refers to the different things for the different people. This
typical approach is responsible for increasing the customer loyalty and customer retention as
well as the organizational profit or benefits. It even allows the company to gain insights into

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buying behavior of the clients (Baltzan 2008). A customer relationship management system
tracks down the communication between the customer and the provider. This particular feature
helps to improve the overall productivity of the organization by taking into account or
consideration the feedback of the customers and thus the organization becomes successful in
achieving the organizational goals and objectives.
There are three phases in the evolution of customer relationship management. The three
phases include reporting, analysis and predicting. The first and the foremost phase is the
reporting phase. It helps in perfect recognition of the specific customers in each and every
application. The next phase is the analysis phase. It divided all the segments in organization in
two types such as worst customers and best customers. The final phase is predicting phase. It
helps to provide proper predictions in future (Baltzan 2008). The operational customer
relationship management substantially deals with service automation, sales automation and the
marketing automation. The other two customer relationship management types are collaborative
and analytical types. The typical collaborative customer relationship management majorly deals
with the emails, face to face chats, and Internet and call centers. The proper analysis of data is
done with the help of analytical customer relationship management.
The marketing customer relationship management systems comprise of the sole ability to
transform to the newer way of doing this business with the help of using this customer
relationship management. All the three major tools of the operational customer relationship
management, which are used within marketing, are the campaign management, up selling or
cross selling and finally list generators. There are three kinds of sales customer retention
management. These are contact management, opportunity management as well as sales
management (Baltzan 2008). All the above mentioned techniques are used for increasing the

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overall sales of the company in day to day operations. To improve the customer services, three
operational customer relationship management types are web based sell services and contact
center. Various types of customer relationship management systems are utilized for the proper
tracking or monitoring the performance of sales, service or marketing. This customer relationship
management or CRM refers to the technologies, practices and strategies, which the organizations
utilize for the management as well as analysis of the customer interactions or data in the
customer life cycle with the major goal to improve the customer service relationship. The growth
of sales is driven and the customer retention is assisted properly. Dr. Rikki Wagner can easily
utilize the different ways to use the customer relationship management systems.
Report Section 4– Social Media
The final section of this business strategies report is the social media. Social media can be
defined as the various computer based technologies, which eventually facilitate the entire
creation or sharing of ideas, interests or expressions through the virtual networks and
communities. The vast variety of the stand alone as well as built in services of social media are
unavailable in present society. These social media are the nothing but interactive Web 2.0
Internet based applications. Moreover, social media eventually facilitate the overall development
of all the online social networks, simply by the connection of any user’s profile with all other
groups or individuals (Baltzan 2008). Social media is considered as easiest medium for any
specific organization in reaching to the clients or customers. The brand of the company is well
promoted by this means. Dr. Rikki Wagner for the organization of Mendelssohn Technologies
must understand the fact that social media is the most effective medium for communication.
Marketing of a product is extremely easier with this medium. Dr. Wagner has significantly

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contracted for further advising the business on the procedure of growing the mail order business
to the cutting edge online presence.
Social media marketing is the proper utilization of various platforms of social media as
well as websites for the promotion of any product or service. Electronic marketing and the digital
marketing have become extremely popular for the researchers or businessmen. Most of the
platforms of social media comprise of several data analytical tools for enabling the companies in
tracking the progress, success as well as engagement of the advertisement campaigns. A variety
of stakeholders subsequently address the organizations by means of social media marketing. This
includes potential employees, customers, bloggers, general public and journalists (Baltzan 2008).
On the significant strategic level, this type of marketing involves the proper management of the
marketing campaigning or governance. The presence of social media will be helping Dr. Rikki
Wagner helps the business in obtaining competitive advantages easily and promptly. There are
various other companies or businesses as well that sell similar products or services for Dr. Rikki
Wagner in the organization of Mendelssohn Technologies.
A specific policy of social media for this particular organization of Mendelssohn
Technologies is given below:
i) Employees need to know and adhere to the Company’s Code of Conduct, Employee
Handbook, and other company policies when using social media in reference to.
ii) Although not an exclusive list, some specific examples of prohibited social media
conduct include posting commentary, content, or images that are defamatory, proprietary,
harassing, libelous, or that can create a hostile work environment (Baltzan 2008).

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iii) Social media networks, blogs and other types of online content sometimes generate
press and media attention or legal questions. Employees should refer these inquiries to
authorized spokespersons.
iv) Subject to applicable law, after‐hours online activity that violates the Company’s
Code of Conduct or any other company policy may subject an employee to disciplinary action or
termination.
v) Social media use should not interfere with employee’s responsibilities (Baltzan 2008).
Computer systems are to be used for business purposes only. When using Company’s computer
systems, use of social media for business purposes is allowed, but personal use of social media
networks or personal blogging of online content is discouraged and could result in disciplinary
action.
Conclusion and Recommendations
Therefore, from the above discussion conclusion can be drawn that business strategy is
defined as the specific means where it sets out in achieving the desired objectives. This business
strategy could be described as the long term business planning. Any business strategy eventually
is of maximum 5 years. This business strategy is absolutely concerned with the significant issues
related to resources like raising finance for the purpose of building any plant or factory. The
scope of the activities of any business is easily understood with the help of business strategies.
There are some of the major generic strategies, which organizations could easily pursue. They
are growth, globalization and retrenchment. Growth can be defined as the expansion of the
organization for properly purchasing new assets or developing new products. Globalization can
be defined as the several moving operations in numerous countries. The final strategy is the

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retrenchment. It involves getting back to the focus of the previous business. The other benefits of
the business strategies are obtaining competitive advantages. These competitive advantages are
extremely important for any business to obtain all the goals and objectives of their business.
These organizations can easily seek out for knowing the competitive rivals. There are eventually
two methods to be competitive for any business. The first and the foremost method is simply by
selling all the goods are extremely lower costs than their rivals. This particular fact is only
possible when the business itself is the leader in market and gets advantages from the economies
of scale. The second method for gaining competitive advantages is by differentiating the
products from all the rivals of the organization. Porter’s five forces framework is the technique to
properly analyze the competition of the organization. Porter’s five forces framework helps in
determining the competitive intensity and hence the attractiveness of the business in respect to
the profitability. Enterprise resource planning or ERP is the significant integrated management of
the important business processes mostly in the real time and thus mediated by technology and
software. This particular software of ERP is referred to as the specific category of the business
management software that is the collection of various integrated applications. All of these
applications could be easily utilized for the purpose of collection, storing, management and
finally interpreting the data from all the activities or actions of the business. This ERP is
responsible for providing the integrated as well as continuous updated preview of the major
business processes with the help of the common databases, maintained by the DBMS or database
management system. CRM or customer relationship management helps to maintain the
relationship with clients of the business subsequently. The above business strategies report has
properly outlined the entire case study of Dr. Rikki Wagner for the organization of Mendelssohn
Technologies. The four specific questions of five forces, customer relationship management,

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enterprise resource planning and presence of social media are eventually answered in this
particular report.
The significant recommendations or suggestions that would be absolutely suitable for Dr.
Rikki Wanger for his company is given below:
i) Implementing a proper and perfect cloud service with networking would be the best for
them.
ii) Maintaining customer relationship management is the second important suggestion.
iii) They should select proper tools of business intelligence for the purpose of providing
competitive advantages.
iv) The presence of social media and a proper social media policy should be
implemented.

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References
Baltzan, P., 2008. Business-driven information systems. McGraw Hill Higher Education.

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Appendix
Date of
Research
activity/
discussion
Description of Research Activity Students
Involved
Resources Used
June 01, 2018 Investigation of business strategies that help
organizations in obtaining competitive
advantages in their business
Please fill Baltzan, P.,
2008. Business-driven
information systems.
McGraw Hill Higher
Education.
June 02, 2018 Investigation of hardware and software,
including networking infrastructure and
combination of cloud services for the purpose
of helping a business in expanding their
capabilities in meeting the new e business
initiatives.
Please fill Baltzan, P.,
2008. Business-driven
information systems.
McGraw Hill Higher
Education.
June 03, 2018 Understanding the concept of Business
intelligence with its advantages.
Please fill Baltzan, P.,
2008. Business-driven
information systems.
McGraw Hill Higher
Education.
June 04, 2018 Investigation of customer relationship
management for Dr. Rikki Wagner with its
benefits in a business.
Please fill Baltzan, P.,
2008. Business-driven
information systems.

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McGraw Hill Higher
Education.
June 05, 2018 Identifying the major issues or challenges
that any business face when it is embarked in
social media presence.
Please fill Baltzan, P.,
2008. Business-driven
information systems.
McGraw Hill Higher
Education.