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Case D Full Answers

Decent Essays

1.How is it possible, as Braddock noted, to have a great deal of data but little information? How does the SAP database and business intelligence component change this?

Fresh Direct is a New York online grocery firm aiming to offer higher quality food with the best price which is 10-15% less than the local competitors and home delivery.

The Fresh Direct has 300,000-square-foot headquarter and 1,500 employees. 8,500 products and 200,000 customers active in every day transaction. So every second there will be numerous data flowing into the company’s center. But the company lacks of a significant information system to deal with those data. They tried to use technology to convert the data to reports of real time information in order to …show more content…

And the details are as follows:

First of all, with the help of SAP ERP system and associated business intelligence applications, the employees could serve the customers instant personalized as they use the firm’s database to profile customers. For instance, as the article said, the site’s software can analyze order patterns, reminding and suggesting customers of their favorite products. They add a YMAL cross-selling tool and develop a customer relationship management system that tracks each customers’ past purchases which recommends products that other customers purchased. Moreover, the database recognizes whether a visiting customer is a new, infrequent, or loyal customer which could serve them appropriate information.

In addition, because of the powerful SAP system, the employees could track inventory, compile financial reports, tag products to fulfill customers’ orders, and precisely control production down to the level of telling bakers the number of bagels to cook every day and what temperature to use. Managers can “see into” the order and fulfillment process at any point to identify problems. Alerts are programmed to automatically alert managers to emerging problems. So to speak, it connects online customers to inventory, billing, and then to truck delivery.

Besides, the FreshDirect Web site is powered by BEA Systems’ Weblogic platform, which can track customer preferences, such as the level of fruit ripeness desired, or the preferred weight of a cut of

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