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Hello, please complete the following writing assignment as you did earlier this week.  However, m

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Hello, please complete the following writing assignment as you did earlier this week.  However, make sure you read ALL of the instructions as this one requires you to find and write about a website.  2-3 pages, 12 point Times New Roman sources, 4-5 sources, and double spaced.  The finished product should look almost exactly like the document I have attached.  Please review the example carefully.

We live in a time when online shopping has become a widely-used method for acquiring goods and services. Many shoppers today seek out information browsing the Internet, either to conduct research as a preamble to visiting a brick and mortar store, or to directly purchase a product or order a service. As we studied in a previous chapter, search engine optimization (SEO) is a very important factor if an enterprise wishes to succeed in reaching online customers effectively. NIKE, Inc., one of the most successful businesses in its field, had not done well in search engine rankings a few years ago, despite allocating a large amount of capital to that endeavor. Even with its highly innovative staff, Nike ultimately had to seek outside help to come up with a better SEO solution.

Written Assignment: Find a company or other entity with an Internet website that has very low ?eye candy? appeal, font sizes that are too small or barely readable, or pages that seem to crawl at a snail?s pace when loading. Describe the issues and offer solutions that might enhance the website. Contrast this company's presence with that of another, describing specific areas where one shines and the other lacks. Be sure to discuss the "backend" where web servers and networking capability might be an issue. Is the reason for slow throughput to your system an inadequate or poorly designed network infrastructure on their end? What could the enterprise do to "fix" the issues? Let us see what you can come up with to help the company improve its Internet footprint.

Running Head: Big Data Case Study Big Data Case Study (EXAMPLE)


Student Name (EXAMPLE)


University (EXAMPLE)


Instructor (EXAMPLE) 1 Running Head: Big Data Case Study 2 One enterprise that almost every person in America and many more throughout the world


are familiar with, is the Starbucks Corporation. For many years, Starbucks has been the leading


coffee house worldwide by a long shot. In 2015, they had over 15,000 more stores than their


next competitor, McDonald?s McCafe line[Sta16]. As a result of having over 22,000 stores,


there were many logistical problems that plagued the corporation. All of these logistical


problems arose due to the corporation?s business model that included the idea that it was


necessary to open as many U.S. stores as possible. Because they were unable to handle the


information technology related logistics associated with this model, Starbucks was on a


downward spiral that could only be interrupted by an information technology intervention.


When the original CEO Howard Schultz reclaimed the position from standing CEO Jim Donald


in 2008, he knew this would be the only way forward. As a result, Chris Bruzzo was named the


new chief information officer and was tasked with leveraging technology ?to create innovative


ways for Starbucks to connect with our customers and build loyalty programs?[Wai08].


Once Bruzzo recognized the issue, he immediately knew that IT could help the


corporation?s infrastructure over-development. His first method to begin moving Starbucks in


the right direction, was by aggregating and mining data from customer credit and debit cards and


to examine their buying patterns. Once this had been done, Starbucks could now determine what


employees could do to better serve the customers. Also, this data lead to the development of


more sought after products. For example, Starbucks was able to quickly and effectively


determine that it?s customers were in search of a more personal experience. They also found that


by creating a warm and welcoming experience, customers were more likely to buy more than one


drink. It was an assumption at the time that these new changes would not increase sales enough


to make up for the over development of infrastructure (number of total stores). Running Head: Big Data Case Study 3 By using big data concepts and data mining, Starbucks was able to completely reverse the


effects of having too many stores. Through the specific data mining of customer?s credit card


information, they determined that personal experiences and warm and welcoming environments


meant more to people than the value of their drinks. Breakthroughs in technology only


continued to enable this process. Once it was discovered that internet Wifi Café?s were


becoming popular, Starbucks was able to determine that there was a significant percentage of


their customer base that bought more than one drink per day and at separate times throughout the


day. By getting these customers to stay in the store by offering the free use of internet, they were


then able to begin their pre-made and packaged food line. It was determined that customers


cared more about the comfort and practicality of having a place to sit, study, read, and drink


coffee than they did about having fresh food.


Most recently in 2014, Starbucks dropped ?coffee? from their logo and looked to ramp up


their food sales. They are looking to double their food sales in the U.S. over the next five years


as well as add wine to its menu [Jar14]. All of these changes are a direct reflection of the data


mining that has taken place by the corporation. As Bruzzo realized, knowing how to figure out


what the customer wanted without the customer even knowing themselves, they were able to


exploit their hidden desires.


This change in direction has been compared to Steve Jobs return to rescue Apple when it


was at its worst. There seems to be a significant attraction to brand that simply cannot be


replicated. According to The Market Mogul, Starbucks is still very well known for the pride and


care it places in unique brand image and standards [Cur15]. Again, the only way Starbucks was


able to turn the proverbial corner with their business model was the heavy use of data mining and


a variety of other information systems technologies. Running Head: Big Data Case Study 4 References


Curtis, C. (2015, October 1). Starbucks' New Business Model. Retrieved from The Market Mogul


Web site:


Jargon, J. (2014, December 4). Starbucks Aims to Double U.S. Food Sales. The Wall Street


Journal, p. 12.


Statista. (2016, June 30). Restaurants. Retrieved from Statista website:


Wailgum, T. (2008, Jan 25). Feature. Retrieved from CIO Website:


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