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Question 1
(a) Describe what is meant by each of the following terms, and how they
may be used in the context of business and organizational strategy.
(i)
Vision (3marks)
(ii)
(iii)
(iv)
Answer
Vision
A vision statement is used to give a picture of the core ideology of a business, it
provides the framework for long term , strategic planning . Every business will
have some sort of vision or core ideology made up of:
core values
core purpose
visionary goals
this usually embodies the long term vision for the business
Mission Statement:
The vision is often captured in a mission statement, by summarizing the aims
and values of the company, thus providing an explanation of the purpose of the
company.
The mission can be highlighted in a strapline using only a few words
transforming lives
meeting needs
building careers
SMART Objectives
The mission statement may be expanded into key goals or objectives which
provide the company with focus. An effective way to set these objectives is to
use the SMART acronym when formulating them. The SMART acronym means:
M- Measurable
R- Realistic, Relevant
T- Time-framed
identify success
SWOT ANALYSIS
Definition
Pearson (1999) states that a SWOT Analysis involves a detailed and
exhaustive assessment of the strengths and weaknesses of the business and
the opportunities and threats presented by its product, markets and other
environments such as suppliers and technology developers. That is an analysis
of the internal and external factors that can impact the business.
FM Ltd. SWOT:
Strengths
Multiple Order Options - The Company allows many options where their
Customers can order products from catalogue ,telephone, online or visiting the
stores.
Product Database - There is a product Database for FOTS which allows orders
to be taken from clients & POTS which are used to purchase orders.
Established- The Company was established in 2004, so they have over seven (7)
years in the Business.
Weaknesses
Lacking Historical Data - The Company loses valuable information when there
are no details of the purchases orders stored in a database.
Opportunities
Casual Customer Conversion- The Company will like to convert the casual
customers into Regulars and that will be done by targeted offers.
New Locations- Customers can be gained by opening a new location for the
Business.
Data Mining- Data can be converted from the database to gather specific data.
Integrate FOTS & POTS into FMIS- Integrate of FOTS & POTS into FMIS which
provides detailed and useful information to all Managers.
Threats
Competitors- Other Competitors can reduce their prices as well as have
incentives which will attract the Companies Customers. Because of the lack of
retention and reward policies, competitors can head hunt FM Ltds staff.
Inflation- Inflation either caused by prices too high or inflation from the
Government can have major effect on sales for the Company.
Government- Government can make changes which will affect how the Company
operates.
Question 2
Databases, management information systems, expert systems and knowledge
based systems all support management decision making. However, different
types of decisions require different types of support.
(a) Consider the types of decision that are made at the strategic level in an
organization
(i)
(ii)
Answer
Strategic Level
(i)
determining the
organization
-
Contained within a wide time period, that is long range and time scale
Infrequent, unfamiliar and less certain and more risky, thus requiring
planning
Primarily external
summarized
(a)
(ii)
For FM Ltd., the strategic decisions facing top level management include:
In order to fulfill the data and information requirements given the characteristics
of data and information at this level as stated previously, a Decision Support
System, as well as an Executive Information System (EIS) would be the most
suitable Management Support Systems.
For FM Ltd., the data- oriented DSS classified by Turban et al (2014) would be
appropriate for strategic level decisions. This type of DSS would consist of a
database and use a program such as MS Access to build said database. MS
Access facilitates reporting based on queries. The results will then be used to
assist management with the decision- making process.
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Question 2
(b)
Consider the types of decision that are made at the tactical level in an
organization
(i)
(ii)
Answer
b) (i)
described as:
-
Decisions that are considered medium- term, medium- impact and not
uncommon
Decisions that are Semi-structured: between the two extremes; i.e. some
structured (operational) elements and some unstructured (strategic)
elements
Examples of tactical level decisions include determining whether the goals set by
top management are being met, adapting plans/ rules to meet these goals and
dealing with situations which are exceptional to these goals.
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b) (ii)
performance recognition are also part of the strategy. This directly involves HR
Manager- Sarah Winder and indirectly, IT & IS Manager- Harry Lime and Sales
and Marketing Manager- Eileen Dover.
More than one management support system can be recommended for FM Ltd in
this situation:
Decision Support System (DSS)- MS Access can be used to create a database
storing employee information and their skills, i.e a skill base. Queries can then
be used to identify and match employees with specific skills, the results of which
can be used to identify training needs.
Expert System (ES)- After the two previous Management Support Systems are
used, an ES can be used to satisfy the training needs identified.
Use as a training vehicle less time than gaining expertise the hard way
(c)
Consider the types of decision that are made at the operational level in an
organization
(i)
(ii)
Data and information occur in a narrow time period and are narrow in
scope and can be controlled daily or hourly
Data and information occur frequently and are more stable (low risk),
therefore decisions can be more structured and rule- based
Operational level decisions are carried out by the lowest level of managementOperations, these include the heads of the various departments in a company.
Examples of decisions made at this level include, verifying customer information,
stock levels, updates on products and pricing. Suitable management support
systems for FM Ltd to use at the operational level would be:
1) Online Transaction Processing (OLTP)
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use data (similar to MIS), with significant analysis capabilities (e.g. using
modeling techniques)
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Modelling
Language;
Model
Directory;
Model
execution,
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Hardware
o Input and output devices
The User
o Managers and staff specialists...
Model Base
o Contains routine and special quantitative models (statistical,
financial etc.) to provide analytical capabilities, including model
building blocks, e.g. random number generators, regression
analysis packages
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Modelling Language
o Software designed to create models using subroutines and other
building blocks, generate reports and edit the model base
Model directory
o Analogous to the database directory
o Describes the models available
Benefits of DSS
1) DSS augment decision-makers innate knowledge handling abilities. The
human brain is limited in its ability to handle and process inofmation
(cognitive limits), computerized DSS enables humans quick access to a
large amount of stored information.
2) Decision-maker can use DSS to solve problems that
would not be
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4) Even for relatively simple problems, DSS may be able to reach solutions
faster and/or more reliably.
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(ii)
(iii)
http://datawarehouse4u.info/OLTP-vs-OLAP.html
2)
3)
4)
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Practitioner
The characteristics of a Practitioner are:
Academic
The characteristics of an Academic are:
individual expected to
o guide
o direct
o teach others in field of own expertise
Craftsman
The characteristics of a Craftsman are:
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Samurai
The characteristics of a Samurai are:
Question 4 part (b) (i) to (v) Describe the characteristics of each of the following
levels of expertise as identified by Dreyfus (1987). (2 marks each)
Dreyfuss Stages:
Novice
skill acquisition
novice receives instruction
rules followed blindly
lacks coherent sense of task
judges performance on use of rules
Advanced beginner
Competence
increased experience
recognizes similarities
views decision-making in a hierarchical manner
improves performance
choice of plan is not a simple matter
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Proficiency
Expertise
(c) In which of the above categories of types of expertise and levels of expertise
would you classify the following? Indicate whether the role would require an
experienced recently qualified person. (3 marks each)
(i) Operations Director Penny Pincher
Type of Expertise- Samurai
Level of Expertise- Expertise
Experience needed- Yes
(ii) Senior Consultant Walter Wall
Type of Expertise- Academic
Level of Expertise- Proficiency
Experience needed- Yes
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Question 5
(a)
Expert Systems
An expert system is a computer program that simulates the judgment and
behavior of a human or an organization that has expert knowledge and
experience in a particular field. Characteristics of an expert system are:
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DSS
According to Gorry, Scott-Morton (1971), a Decision Support System or DSS can
be described as an interactive computer-based system which help decision
makers utilize data and models to solve unstructured problems.
The characteristics of a DSS are:
The differences between the Expert System (ES) and the Decision Support
System (DSS) are:
http://www.slideshare.net/anitajohri/dss-vs-expert-system
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(b) Outline the benefits and limitations of Artificial Neural Networks (ANN) (10
marks)
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(c) (i)
(ii)
Definition
Augmented reality is the interaction of superimposed graphics, audio and other
sense enhancements over a real-world environment thats displayed in real-time.
http://www.digitaltrends.com/mobile/what-is-augmented-reality-iphone-apps-games-flash-yelpandroid-ar-software-and-more/#ixzz2qRsRyTul
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2) Provide customers with visual that allows them to virtually place the
furniture so they can actually see the layout and visualize how the
furniture would look in their home, allow the customer to see size and
color of furniture.
3) Provide employees with visual training aids; make the training aids more
interactive and interesting. Provide 3 D visuals that will create a learning
environment similar to real world.
(d) Describe the essential features of Intelligent Agents and explain how they can
provide management support. (8 marks)
Intelligent agents are programs that...
Intelligent Agents can provide business solutions such as data warehousing, data
mining and data visualization.
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Intelligent Agents can provide computerized help desk solutions by finding and
filtering information for users.
Workflow and Administrative Management: [2]
Administrative management includes both workflow management and areas such
as computer/telephony integration, where processes are defined and then
automated. In these areas, users need not only to make processes more efficient,
but also to reduce the cost of human agents. Much as in the messaging area,
intelligent agents can be used to ascertain, then automate user wishes or
business processes;
http://www.hermans.org/agents/h31.htm
Level 2 - software agents eg Webwatcher which serves as a tour guide for the
worldwide web. The software acts as a guide to the user and alerts the user to
possible sites that may interest them through hyperlinks, based on the users
browsing history.
http://wps.prenhall.com/wps/media/objects/5073/5195381/pdf/Turban_Online_TechA
ppC.pdf
Can be used in travel reservation system and integrated supply chain management
Define DSS
According to Gorry, Scott-Morton (1971), a DSS can be described as interactive
computer-based systems which help decision makers utilize data and models to
solve unstructured problems. Turban, Sharda and Delen (2014), classify two
types of DSS a model-oriented DSS which uses quantitative models to generate
a recommended solution to problems and a Data- oriented DSS which
supports ad hoc reporting and queries.
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Define MIS
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