a.

Big data is considered the important factor to the business as the rapidly growth of Internet in
modern life. The components of its are volume, velocity and variety.
Firstly, in the term of Volume, we can see that the widening of using Internet requiring the
massive data store of business. The larger amount of data base, the easier business can updates
and analyzes the trend and the favor of customers. It also means that the firm can get deeper
understand of customers .
Secondly, Velocity is referred to the speed of data processing: when the customers pay a visit to
website, a click of them will be transferred immediately to IT system so staffs can interact
rapidly to gain competitive advantage.
Thirdly, Variety means the diversity of data. They can be unstructured (like hashtag trend on FB )
or structured (data base) so it requires the firm’ ability to process such big data.
b. The use of Big data n Big data analytics could help improve FF’s performance:
- Reducing cost
It allows the firm can update immediately the freezer units required from customers’ orders
as well as find sooner the broken vans ( Russell Beaumont found a couple of vans where the
freezer was not actually working at all over past few month – too late). Using Big data also
assist firm to reduce the cost of vehicle, cut down on fuel usage and record the temperature
in vans and the freezer units required to maintain the required temperature.
- Save time
The sensor assist drivers the most convenient way to deliver the products to customers so
they can delivery faster. The Head of Delivery needn’t inspect physically the vans anymore.
- Avoid traffic congestion
As the article, the traffic congestion make the amount of problems to the delivery of
business. It reduces the time transportation so the deliver cannot ship products to
customers on time so they have to rearrange the orders. The Head of Customer reported
that it has the bad impact on customer satisfaction. As the consequence, some of customers
had switched to ordering at other retailers.
- Updating the online deliveries.
When the customers make orders in the website, the Delivery team can update instantly the
information then check the available quantities of products at depot and vans so not any
more the deliveries are missed and delivery time slots are met. Moreover, the tracking
system helps the Head of Delivery to design the current routes of drivers flexibly. The
delivery route was created by previous Head of Delivery using a historic delivery data so it is
considered as outdated.
- Customer care
In the case that the deliver cannot meet the required delivery time so the sensor can help
the staff can contact with the customers immediately the delay -> increase the customer
satisfaction.
- The design of website
The old form of website limits the staff getting the customers’ information (Name, address,
contact n payment details). The new form will enhance the details information about
customers.
- The trend-setter
 Data analytics analyses better the behavior of customers (the frequencies of order, types of
products, purchase amount,..) so firm can update the state -of –art the trend in customer
purchasing behavior. Besides, the firm can know customers address, the age of customers to
segment the products and do marketing appropriately.
c. Practical implications
- Cost
Installing the data requires the company to improve the existing IT software. It can cost
significantly. The management of IT also have to estimate the scope of project to prepare
the update appropriately that fit the ability payment.
- Specialist skills.
FF IT team have to learn more about the new IT system to do tasks. It need the experts
sometime -> increase cost.
- Data security
Storing the numerous data can have some issues as who will handle the data? Where do the
data store? ,… Firm has to having some suitable policies on data handling and strong
password to assess data as well as the security software to protect the data base.