Business Decision Making Using Data Analysis

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School of Business

KH4024SSL Business Decision Making Using Data Analysis

Assignment Brief 2023/24 – Coursework 2

Module Title: Business Decision Making Using Data Analysis

Assignment Number CW2-Semester 2

Module Code: KH4024SSL Assignment Title Individual Assignment (Report on a Case Study using data analytics)

Module Leader: Dr. Ola Mamdouh & Dr. Mariam Fayek

Assignment Credits 15 credits (75%)

Release Date: Week 6: 3rd March 2024

Submission Date/Time:

Week 12: 21st April 2024, 4pm

Submission

Time and Place:

Submission via Moodle web page only (not the App)

Assessment Information

This assignment is an individual assignment. Careem is a Dubai-based super app with operations in over 100 cities, covering 12 countries across the Middle East, Africa, and South Asia regions. Careem is building ‘the everything app’ for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Careem is led by a powerful purpose to simplify and improve the lives of people and build an awesome organisation that inspires. Each student will have to create a marketing analysis dashboard outlining Careem’s past performance including transportation apps category movements to be able to decide on Careem’s priority areas for 2024. The assignment requires you to create a dashboard highlighting Careem’s:

• Brand Awareness

• Usage

• Difficulties faced

• Likelihood to consider

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• Triggers and barriers

• Improvement areas

• Recommendations based on the findings

Using Voyant text mining software, you will be required to analyse Careem’s customers’

reviews and make insights.

From the financial side, you are required to examine Careem’s stock prices compared its rival in the service sector, examine its demand, its expenditure on advertising and develop an overall picture on past performance as well on expected performance and recommendations for the coming years. Make some informed decisions in a data analytics simulation that will be provided to you by your module leader and explain how the profit and market share of your product changed based on your decisions. Report Structure and Marking Criteria

The pass mark for this assignment is 40%.

The assignment requires you to develop a professionally structured and formatted report addressing the below questions from 1 to 8 (based on excel data set provided on Careem) and question 9 (based on the data analytics simulation provided). Make sure to include all steps you go through to reach the final answer.

(5 Marks)

1. By using Excel, transform the data from the survey into a business intelligence dashboard, highlighting Careem’s consumer profile.

(10 Marks)

2. Develop a dashboard that shows the performance of the company in the market, its

brand awareness performance, and its usage overview. (Minimum of four visualisation charts).

(10 Marks)

3. Write an analysis of Careem’s market performance in 2023 compared to 2022

(including brand awareness, and usage overview).

(5 Marks) 4. For your allocated “stock price”, produce and interpret summary statistics for Careem

and its rival.

(20 Marks) 5. Dig deeper into your data set numbers, show, investigate and justify using your

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dashboard your SWOT Analysis and recommendations for the coming year.

(10 marks)

6. Using Voyant text mining software, analyse the customers’ reviews obtained and discuss at least three findings.

(10 Marks)

7. Forecast the coming Demand for Careem. Regress the relationship between demand and advertisement expenditure. Discuss the application of an appropriate forecasting technique that can be applied to the “Financial Measure” of your data set.

(10 Marks)

8. Write appropriate recommendations after a thorough analysis of the market of Careem. Data Analytics Simulation Question (20 Marks) Reference to the simulation assigned to you by your module leader, answer the following question:

9. Identify the market segment that you are targeting for BLUE detergent and summarise

your strategy and rationale. How did your strategy affect your profit and market share throughout the years?

Data sources

You must use the data sources provided to you by your lecturer for this assignment. Make sure you have both sources below to answer your assignment.

- Excel dataset for Careem - The Data Analytics Simulation

Learning outcomes

This assignment is designed to assess the following learning outcomes: LO2: Identify and apply financial and non-financial information to forecast and evaluate both organisation and function-specific performance. LO3: Effectively present qualitative and quantitative data and communicate findings.

LO4: Apply numeracy skills and qualitative judgement to support decision-making.

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Word count

The word count is 1500 words There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more. The word limit includes quotations and citations but excludes the references list.

How to submit your assessment

The assessment must be submitted by Week 12: 21st April 2024, 4 pm. No paper copies are required. You can access the submission link through Moodle web page.

Your coursework will be given a zero mark if you do not submit a copy through Moodle web page. DO NOT submit via the App. Please take care to ensure that you have fully submitted your work.

Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero.

All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.

We know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. Apply for an extension or deferral by contacting a member of the Registry Team. Under no circumstances are Module staff allowed to give unofficial extensions.

Students MUST keep a copy and/or an electronic file of their assignment.

Checks will be made on your work using anti-plagiarism software and approved plagiarism- checking websites.

Ethics

The ethical issues associated with this assignment brief will be covered during the module teaching and will be overseen by the module staff team. The work that you will carry out on this module does not require you to obtain individual ethical clearance for your individual project. However, during discussion with your module tutor, if it is felt that individual ethical authorisation is needed, you will be advised of the process and the deadline for obtaining it.

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Guidelines and background to this assignment

Plagiarism

As part of your study, you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts, or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, i.e., it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own, or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences.

Please use APA 7th edition referencing. Please be consistent in the referencing style that you use and use it correctly to avoid a case of plagiarism or cheating being brought against you.

Return of marked work

You can expect to have marked work returned to you after 14 working days for this assessment. If, for any reason, there is a delay you will be kept informed. Marks and feedback will be provided online.

Marks will have been internally moderated only and will therefore be provisional. Your final mark will be formally agreed upon later in the year once the external examiner has completed his / her review.

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KH4024SSL - Marking and Assessment Scheme

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