Business intelligence

Big data report

 Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
The role Business Intelligence in Deliveroo................................................................................3
Deliveroo can achieve competitive advantage using business intelligence and examples of
scenarios and frameworks to critically analyse the competitive advantage................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1
INTRODUCTION
Business intelligence (BI) can be defined as technology which enable organization to
analyse, organize and contextualized the business data in order to transform or generate
meaningful information. This report is based on the case study of Deliveroo. It is an online food
delivery organization which was founded in 2013 in Landon. As it is operated over 200 locations
across the United Kingdom. This report will cover the role of business intelligence in decision
making process along with example. How company can get competitive advantage by using
business intelligent will be evaluated.

MAIN BODY
The role Business Intelligence in Deliveroo
Business intelligent is a process through which business use technologies in order to analyse
current and past data with an objective to improve strategic decision-making.
Quick analysis and planning: Business intelligence plays crucial role in better planning and
analysis (Xu and et.al., 2017). As Deliveroo feel that BI system helped in fast reporting, strategic
planning, interpreting and analysing data. Moreover, business intelligence helps the company to
make decision for the future by analysing the past data.
Increased accuracy:
By applying business intelligent, company can get accurate and reliable data. As all data
is to be handled by business intelligence system there is no involvement of human being which
will generate accurate and efficient result. Moreover, it also makes interpretation easy for the
management of Deliveroo.
Sales forecast
Business intelligent reduces manual work in an organization. All the budget and sales
forecast can be done with the help of business intelligence. Further, company can generate quick
standard budget by analysing past performance by implementing business intelligence system.
Improved pricing and offers
Business intelligent play important role in setting the prices and offers. It is because by
analysing and interpreting cost in different forms which will help to set the prices and decide the
profit margin. Without business intelligence, it becomes tough for the company to record all the
data manually and find out minor error which becomes time-consuming process. It also helps the
management by analysing which segment of company required more focus.
Understand the customer needs
Deliveroo can collect required data of their targeted customer such as like-dislike and
factors which influence their decision etc. This data helps the company to evaluate the trend and
understand the need of the customer. This will help in providing right services to the customer as
per their needs.

Informed decision-making
Reports can be generated through accurate and timely information which helps company
to measure the current performance. Business intelligence facilitate company in order to make
informed strategic decision (Torres, Sidorova and Jones, 2018). Moreover, historical data can
help while taking accurate decision related to profit, prices, sales, stock etc. Further, company
can evaluate their stock requirement in the market through past sales records and maintain
optimum raw material. It will help in reducing the wastage of resources and decide order place
duration. Business intelligence helps in decision-making process because with tech system
company record all the data on server and can access whenever required.
For example: Deliveroo use business intelligence tools in the company in order to maintain sales,
profit and productivity. Management needs to prepare their budget so that it is required to have
all the past recorded data. With the help of business intelligence system, all the data has been
recorded and now with the one click, management can generate useful information. Moreover,
efficient budget can be prepared with these data. Now all the information which are related to the
cost and profit of the company are to be analysed. Further, management forecast their future
sales and profit.

Deliveroo can achieve competitive advantage using business intelligence and examples of
scenarios and frameworks to critically analyse the competitive advantage
In order to survive in the market company, need to use business intelligence. It is because
company can make strategic planning related to cost, budget, trends, inventory model etc.
Moreover, it also helps in taking competitive advantage through setting nominal price, analysing
their taste, preparing budget to reduce cost etc. Deliveroo can take competitive advantage by
reducing cost, analysing customer needs, identifying business opportunity etc.
Pricing: With the help of business intelligence tool entity can get detailed report through which
can analyse its cost in order to determine prices. Further, efficient pricing models helps company
to survive in the market. Business intelligence helps to evaluate where company is spending their
money and which segment required more focus etc. This will help to decide right price in order
to stand in the mind of the consumer. Further, by generating high quality of data, company can
take fast decision as opportunity occur in the market which helps to stand step ahead from the
competitors. For example: competitor is using traditional approach to analyse the price of the
product and Deliveroo is using business intelligence to evaluate the price of each food which are
mentioned in the menu card. So Deliveroo will take less time because all the data are recorded
and result can be generated with the help of business software. So it reduces the time while
taking decision and Deliveroo can make changes and update their prices before competitor do.
But on the other hand, company have to pay high amount in order to get business intelligence
tools. This will increase the cost of the company.

Operational efficiency: Moreover, business intelligence system can improve operational

efficiency of the organization by unifying (spent less time on searching useful information) the
data source. By improving the operational efficiency, company can take valuable information in
order to make strategic planning (Puklavec, Oliveira and Popovič, 2018). Moreover, sales
manager of Deliveroo are able to identify which customer are purchasing product or services and
which segment is declining. On the other hand, company can’t put their innovative ideas into the
practices which will reduce competitive advantages. It is because without updation and
innovation organization can’t survive for the long term.
Analyse future market trend: With the help of Business intelligence, company can quickly
visualize or interpret the trend of customer spending by controlling their purchase and sales on
weekly, monthly, daily basis. These trends help to identify new sales opportunity present in the
market. Which will help to grab competitive advantage in order to survive for the long run.
Moreover, market trend helps to decide consumer taste and preference in order to prepare
updated menu (Mariani and et.al.,2018). For example: Deliveroo has made updated menu by
analysing past market trend by using business intelligence. On the other hand, competitors are
following traditional approach in which all the information is to be gathered manually. So
Deliveroo will get again competitive advantage by getting higher consumer base. Moreover, it
has been criticized that there is no certain information exist related to the future. So it becomes
tough for the company to take decision for attain their objective.
Inventory management: Moreover, a significant method is to be used to reduce unnecessary
inventory with the help of inventory management system. In addition to this, company has main
goal to keep enough stock in hand in order to fulfil immediate order of the customer (Liang and
Liu, 2018). Further, overstocking also ties up business capital which can be spent or invested
somewhere else. So business intelligence can keep the record of inventory uses and supply which
helps to determine efficient inventory management strategies to get rid of competition. On the
other hand, by keeping inventory on the basis of past record, company can not meet uncertain
demand which occur accidently or suddenly. For example: by applying business intelligence
tool, company has kept all record of data then this lead to take accurate and reliable decision
Analyse market performance and brand image: Moreover, company can track their
competitor's marketing and sales performance, can also learn how to make differentiate product.
In Deliveroo, company need analyse taste of food and services which will help to stand ahead of
competitors (Lennerholt, van Laere and Söderström, 2018). Moreover, BI can facilitate company
to satisfy their customer by analysing their behaviour and pattern. Moreover, BI tool helps a
company to ask right questions and make comparison by seeing all the aspect which make
company's product and services unique. Competitors may move quickly and it is necessary for
the company to make quick decision as fast as possible. If company don't take support of
Business intelligence, then it will lose accuracy and speed in strategic planning. Further, business
intelligence tool help to make quick and reliable decision in order to face competition. Moreover,
company can make brand image by providing true and fair picture to their respective
stakeholders (Bordeleau, Mosconi and de Santa-Eulalia, 2020). With the unique taste of food
will help company to create valuable image in the mind of the consumer. On the other hand,
company lose to apply creativity in their performance in order to build unique and new taste.
Further, due to this company can’t take competitive advantage. For making differentiate product,
sometimes company fall into complex decision-making process which will lead to reduce their
focus on that area which are running smoothly.
Moreover, company can analyse their financial statement with the help of chart and graph
so that market share and financial position can be evaluated. For example: competitor has higher
market share and large consumer base but tradition approach of collecting and recording data are
to be followed (Ain and et.al., 2019). On the other side, Deliveroo who is using high technology
and business intelligence, slowly and gradually it will definitely increase its market decision. It is
because, as opportunity come in the market Deliveroo will take fast decision and grab the
remaining market share. But competitors will take long time to address all the information as it is
following trading approach.
CONCLUSION
Business intelligence plays important role in business success. As it reduces the human
burden and make thing easily and accurate. Moreover, all the data are to be recorded with the
help of business intelligence tool and then further analyse in different forms like chart, graph. In
addition to this, accurate and long term efficient plan can be developed. Moreover, company can
take competitive advantage by evaluating accurate price, reducing cost, increasing taste of food,
marketing, making budget etc. In addition to this company can also create a positive image in the
mind of the customer by providing high quality of product and services at nominal price. Market
trend can be identified and as per the requirement inventory is to be managed.
REFERENCES
Books and journals

Ain, N. and et.al., 2019. Two decades of research on business intelligence system adoption,
utilization and success–A systematic literature review. Decision Support Systems. 125.
p.113113.
Bordeleau, F.E., Mosconi, E. and de Santa-Eulalia, L.A., 2020. Business intelligence and
analytics value creation in Industry 4.0: a multiple case study in manufacturing medium
enterprises. Production Planning & Control. 31(2-3). pp.173-185.
Lennerholt, C., van Laere, J. and Söderström, E., 2018. Implementation challenges of self service
business intelligence: A literature review. In 51st Hawaii International Conference on
System Sciences, Hilton Waikoloa Village, Hawaii, USA, January 3-6, 2018 (Vol. 51,
pp. 5055-5063). IEEE Computer Society.
Liang, T.P. and Liu, Y.H., 2018. Research landscape of business intelligence and big data
analytics: A bibliometrics study. Expert Systems with Applications. 111. pp.2-10.
Mariani, M. and et.al.,2018. Business intelligence and big data in hospitality and tourism: a
systematic literature review. International Journal of Contemporary Hospitality
Management.
Puklavec, B., Oliveira, T. and Popovič, A., 2018. Understanding the determinants of business
intelligence system adoption stages: An empirical study of SMEs. Industrial
Management & Data Systems.
Torres, R., Sidorova, A. and Jones, M. C., 2018. Enabling firm performance through business
intelligence and analytics: A dynamic capabilities perspective. Information &
Management. 55(7). pp.822-839.
Xu, X. and et.al.,2017. Business intelligence in online customer textual reviews: Understanding
consumer perceptions and influential factors. International Journal of information
management. 37(6). pp.673-683.

Online references
Business Intelligence: What It Is, How It Works, Its Importance, Examples, & Tools, 2018.
[Online]. Available through < Business Intelligence: What It Is & Its Importance |
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