7BUS2042 Analytics Operations Management Assignment Sample


Data analytics as well as business intelligence is a recent advancement in management science used widely to increase organisational efficiency and streamlining of business operation becomes possible. Utilisation of better capacity can be ensured for any firm by increasing its productivity and maintaining proper relationship with customers. In this report, challenges of Hertfordshire Catering Ltd (HCL) is reflected related with their organisational, human, cultural and operational process. The company has received many complaints from customers after adapting online sale system. Aim of the report is to explore the importance of business analytics such as Big Data Analytics to enhance flexibility of HCL in competitive environment by minimising customer dissatisfaction.

Main Body

Importance of co-ordination for enhancing business operations and performance

Co-ordination can be expressed as the way to involve all management department for working any reliable business aspect in sync. In the words of Khan and Qianli(2017), unity is required for fulfilling the aim of any business and this has been achieved by harmonising all tasks and activities. Evidence suggests that it is not possible for an individual personality to do all the work by own and team management is therefore crucial.Co-ordination is a process to increase business operation by accumulating both the materialistic resources as well as human resources.

7BUS2042 Analytics for Operations Management Assignment Sample

              Figure 1: Importance of co-ordination in business performance

                               (Source: Khan and Qianli, 2017)

In case of HCL, co-ordination can be facilitative for optimum utilisation of all resources that can help to meet the objective of organisation. In support of this, Basheeret al. (2019) mentioned that co-ordination is essential for growing the market size without any burden and synergic effect can be purposive to enhance quality management. Unification of any organisation is demanding as it can help to pursuit common goals and unity of action becomes helpful to achieve more for a company.

Importance of data integration for enhancing business operations and performance

Data integration is a process to validate all the information gathered for a specific business issue to clean all the errors in future. As opined by Demirkesen and Ozorhon(2017), data integration usually works in four different fields starting from reduction of error in the business process, deliverance of robust data, minimisation of data duplication and removing inconsistency.

7BUS2042 Analytics for Operations Management Assignment Sample

Figure 2: Importance of data integration in business

(Source: Mikalefet al. 2021)

Case study provides information that majority of the loyal customers of HCL are not satisfied with their online business maybe due to less tracking of supply chain record. In order to reduce such vulnerabilities, adaptation of proper integration strategy can be purposive to pull relevant information of consumers as well as reflection of their demands can be acquired. Integration of data and gathering of current information is necessary for enhancing business operation as well as performance by delivering quick overview of market condition and regulatory compliance (Mikalefet al. 2021). As a result, selection of vendor, gathering of actionable information and its proper utilisation is totally based by integrating data and HCL authority can be benefitted through this innovative solution.

Challenges faced by HCL in online sales system

A rich picture visualisation model is represented below to show the situation of HCLdue to customer dissatisfaction.

7BUS2042 Analytics for Operations Management Assignment Sample

                                    Figure 3: Rich picture visualisation model

                                                    (Source: MS-Word)

HCL has faced two major problems such as customer dissatisfaction due to online business that in turn affect negatively on their sales. Declination of sales is a major difficulty for this hospitality sector to reduce brand quality. Poor authenticity in brand reputation level is responsible for lack of acceptance of business and this is a reason to reduce revenue. The business has not offered any unique scheme and sharing of minimum information with customers has shifted their preference level from HCL to other parallel brands (Hcl.co.uk, 2021). From the above drawn rich picture, several reasons andeffectiveness of customer dissatisfaction and declination in sales volume is reflected.

Reasons for customer dissatisfaction is given below:

  • Poor communication system: HCL is not able to communicate with its regular customer through online mode than that of conventional mode of business and this is a major problem to understand their demands and preference level (Jajjaet al. 2018).
  • Provision of lack of information: Improper use of business analytics technique ensures many difficulties and by getting products with minimum quality customers have complained excessively (Mikalefet al. 2019).

Both of the reasons are responsible for ensuring negative effect on business and all the negative effects are portrayed below:

  • Loss of loyalty: Loss of loyalty of customers ensures negative effects in HCL business as the regular customers have changed their purchasing behaviour and try other brands.
  • Revenue deregulation:lack of consistency in revenue is problematic for HCL that has delivered due to high dissatisfaction level of customers and it directly hitsprofit generation (Hcl.co.uk, 2021).
  • Negative effect on brand reputation: High dissatisfaction level of customers related with HCL business is vulnerable to assure threat in brand reputation. This has delivered dramatic effect on financial health of organisation and there is a chance to minimise survival rate of company.
  • Loss of marketing effectiveness: Shifting of customers from HCL to another hospitality firm is responsible loss of marketing effectiveness of this company and this has decreased product acceptance level (Hcl.co.uk, 2021).

Online sales system has affected on declination of sales and all the reasons related with this are enlisted here:

  • Poor attention on product:High quality products are not delivered to the customers and getting poor attention in products is responsible for declining volume of sales (Hcl.co.uk, 2021).
  • Unskilled employees:Employees working in HCL are not technologically feasible and this is a major reason for reducing sales volume through error in customer communication while delivering products.
  • Improper management:It is necessary for any firm to track record in supply chain network; however, HCL has failed to accommodate this scheme in online system due to poor management process (Hcl.co.uk, 2021).
  • No unique value proposition:HCL has not offered any unique process of product delivery, customer communication and acknowledgement. Therefore, this is a major reason to decline sales volume constantly for this hospitality industry.

Negative impact has been ensured for declination in sales and all these effects are enlisted here:

  • Increase of competitiveness: Business value proposition of HCL is not unique and this is a major reason for high competitiveness and lack of transparency than that of parallel companies.
  • Reduction in brand quality: Declination of quality of food product by HCL is a negative effect adapted due tosales decrement and reputation of business has hampered (Hcl.co.uk, 2021).
  • Negative effect on profitability: Reduction of product selling directly affects profitability as lack of selling of products is responsible to gain less monetary assurance.

Application of big data anfor solving issuesalytical technique 

Solution for organisational problems

HCL has faced organisational challenges greatly after introducing telesales and setting up supplementary online sales system. Major complexity has been faced due to lack of direction and difficulties for cohesive blending with multiple personalities. According to the view of Dubeyet al. (2019), application of Big Data Analytics tool is helpful for predictive analysis by which communication between internal and external department can be acquired better. Other than this, scope of big data to satisfy customers is high due to enhancement in market research and on-time information from consumers can be collected.Additionally, Groveret al. (2018) commented that machine-generated data is helpful to increase organisational transparency and navigation for customer communication is increasing more. In case of online sales, communication between different internal department has not achieved promptly. Therefore, Big Data Analytics tool is applied for managing resource usage efficacy and exploration of large data set can be enables. As a result, HCL can be facilitative through this technological advancement by reducing organisational issue through active communication between internal departments before suppling a product in market.

7BUS2042 Analytics for Operations Management Assignment Sample

Figure 4: importance of big data analytics to solve organisational problem

(Source: Dubeyet al.2019)

Solution for Human resource problem

HCL has suffered by high dissatisfaction level of the customers due to poor Human Resource Leadership and future of the company is under complexities. As per the view of Shamimet al. (2019), challenges have given to HCL because of diversity in workplace and improper deliverance of training. It is needed to resolve such issues by incorporating the context of Big Data Analytics that in turn can help to restructure the entire working scheme of Human Resource Department.The mentioned analytical tool can be effective to solve HR problems in HCL by monitoring overall performance of all workers with long term strategy incorporation. By supporting the statement Wamba et al. (2020) proposed that retrieval of information by sharing that with confidentiality is required to cope up in the reliable business environment. Communication process of HCL can be enhanced by monitoring workplace capacity readily and stock line resume can be enhanced with high relevance for performance assurance.

Solution for cultural problem

Maintenance of proper culture within the organisation is necessary as this is helpful to communicate with all workers better and development of employee skill can be helpful to deliver satisfactory products to customers. In the words of See-Kwonget al. (2017), business efficiency of any company can boost up by using Big Data Analytics technique by enhancing sales volumes and promotion of products through social media can be possible. Other than this, using of digital footprint is an opportunistic process through which tailoring of customer choices can be ensured with high relevance. It can be purposive to understand both the perspective of satisfaction and dissatisfaction of the consumers and this results to minimise internal and external cultural issues in a prominent manner.By focusing of local preferences and thetaste of customers, issue related with excessive market competition will be resolved without any error.

Solution for operational problem

Excessive cost of any product is a major reason for developing processing error and both the customer dissatisfaction level and sales declination can be occurred due to this fact. According to the view of Maimaitiet al. (2018), fair charges have to maintained between vendors and contractors to get easy return. In order to adapt Big Data Analytics technique, process of fair pricing can be possible for HCL and this can be helpful to enhance financial moderation. Meeting of business standard in respect to other competitors can be possible with the help of this technological advancement. Sharing of detail information with customers can be enhanced with the help of this business strategy and future recognition of business process can be ensured in respect to high customers acquisition as well as retention. Therefore, by analysing the pattern of customers, this can be beneficial to provide personalised shopping experience and targeted campaign can help to browse consumer behaviour strategically.


It can be concluded from the report that application of Big Data Analytics technique is a suitable method to solve customer related problems faced by HCL. Reduction of sale volume can be considered as major problem for the company by which profitability has decreased potentially.In order to apply the Big Data Analytics tool, it can be helpful for the mentioned company to explore customer buying behaviour through computed knowledge. Other than this, analysis of any kind of fraud by third party supplier can be possible with the help of this technological advancement. Smooth business operation process can be achieved by HCL with the help of this data integration system that can help to acquire more relevance in businessthrough implementation of secure payment system. Demanding customers base of HCL can be regained with the help of analytical tool with high reliability for logistic management. As a result, it can be helpful to acquire reputation in fast developing market by which customer-driven model proposition can be easier.


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Hcl.co.uk, 2021. Home. Available at: www.hcl.co.uk. [Accessed on: 13.10.2021]

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