Page 20 - CIMA MCS Workbook November 2018 - Day 2 Tasks

CIMA NOVEMBER 2018 – MANAGEMENT CASE STUDY

TASK 3 – BIG DATA

Trigger and task

To: Finance Manager
From: Finance Director
Date: Today
Subject: Big data

You are aware that we are considering adopting a “big data analytics” approach to understanding
the different types of customers that buy our products, their buying patterns etc. to assist us with
developing new products and maybe entering new markets.

We are fortunate that our Sales and Marketing Director has published work in this relatively new
area. I am concerned however that we must be sure that any development is directly applicable
to Grapple rather than any previous theoretical work.

I would like you to prepare a briefing note on how big data will apply to Grapple. We can then
debate the benefits or otherwise at the next board meeting where I have tabled an agenda item
to that effect. Many of the board members are sceptical of the benefits (and frankly do not
understand the basics) so the debate is essential to be sure we are on the right track before we
launch this very special project.

It is critical for Grapple to ensure that we supply the products which customers want and which
continue to attract consumers to their stores.

To that effect can you prepare a briefing note which covers the following:

• Briefly describe Big Data in relation to Grapple.

• Explain the potential benefits of Big Data and the issues Grapple will have to consider in
applying the new development should we decide to go ahead.

David

Prepare the work requested by the FD (Time: 30 minutes)

40 KAPLAN PUBLISHING