Individual report Essay Example | Topics and Well Written Essays - 2000 words - 2

Individual report - Essay Example Online operation has also enabled the Sky PLC to effectively communicate the features and other factors relating to their services to their customers and potential customers. On their website customers can create their own accounts making it easier for customers to access any information that they want regarding the company’s services. Development of a tailored user interface and activities enables Sky to support and enrich its sustainable business practices. The entertainment industry is a difficult industry to penetrate and as much difficult for a company to maintain its hold on the market. Sky faces a lot of competition from equally able companies such as Virgin Atlantic. To keep its hold on the market and more so to maintain its hold of its present customers, it becomes exigent to diversify its marketing techniques and such way is through the use of electronic media, especially the internet (Miletsky 2009 p. 217). The advent of satellite made it possible for Sky to boost its market position. The marketing objectives for Sky have always been to create fresh interest and demand for Sky and to make sure potential customers understand the benefits that come along with using Sky’s products. However, as much as this is necessary or seems necessary in keeping a business going, an extra component of awareness is added to complement this. The campaign and communications have also become an integral part of Sky Digital’s marketing mix embracing public relations (PR), sponsorship and consumer promotions, in-store marketing, branding and direct marketing activities (Whalen 2009 p. 172). Focus on e-marketing has proved to be important in most industries, with the target market carving the direction the company takes. For Sky, the major part of its business is aimed at providing digital content. Their target market is divided depending on the content. For example, films would suit film lovers and couples, home banking would suit busy, career minded people and

Enterprise Business Intelligence and analysis Essay

Enterprise Business Intelligence and analysis - Essay Example As stated in the report, offering advanced technological features to casual users is a recipe for disaster. Casual users are information users who are interested only in the reports and not in how the tools and databases work. Therefore the factor of usability is the most important in increasing BI adoption among the casual users. The power users as information producers require more powerful analytical tools to develop reports and business views. Therefore the development of the BI infrastructure should be customized to the different groups of users. Implementing a BI framework effectively is a process of change management. Therefore the top management has to communicate with the employees about the strategic importance of maximizing the use of BI. Unless there is support from the top management for using the BI framework, the employees will not be motivated to use the features and functionalities of business intelligence to the maximum extent. For this reason it is important to cat egorize the different requirements of power users and casual users and to communicate with them accordingly. The communications framework is one of the most important tools in managing change and therefore it should be used by the top management in motivating the application of business intelligence. The power users are the more important users. ... In order to maximize the effectiveness of the technology, the organization should be able to integrate BI into the existing architecture consisting of security, web servers and databases. Unless the BI system can be made compatible with the processes which are currently being used, its usability will be minimal. The employees will be more willing to use BI if it has an interface that is similar to those that they are currently using. It is more important to bring the power users on board so that they can coordinate with IT personnel to optimize the delivery of the format to the rest of the enterprise. The management also has to purchase licenses. Therefore they should conduct an inventory of users to estimate the number of licenses required and thus reduce costs. Another way to reduce costs is to ensure fast performance. It is more important to ensure fast performance among the casual users. However the power users should also emphasize upon fast performance in order to deliver timel y information. This information should be based upon high-quality data. Maximization of the BI acceptance among employees in various business functions and hierarchy levels in enterprise operations entails the process of managing change. The critical success factor in change management is communications. Therefore the critical success factor is to consider how to create an effective communications framework between the top management and the employees. As stated in the TDWI best practices report, this objective can be met by developing a marketing plan which can be delivered enterprise-wide through a variety of communications channels such as email, Web, meetings, events, posters, training, helpdesk etc. In this manner the value