Elicitation as One of the Most Critical Activities in Business Analysis - Case Study Example

Elicitation as One of the Most Critical Activities in Business Analysis 4.0 Elicitation 4.1 Preparing for elicitation Elicitation is arguably one of the most critical activities in a business analysis. It allows business analysts to learn the requirements and expectations of the stakeholders. It is extremely important for an analyst to prepare all the resources before conducting elicitation with the stakeholders (Paley, 2009). This is precisely because the information extracted from the elicitation process establishes a robust foundation on the basis of which operational strategies are formulated. As far as preparing all the resources are concerned, the analyst will have to set up the interview location with all the required facilities before the interview date. The analysts need to be absolutely sure about the information collection tool as this will pave way for the analyst to formulate the necessary questions. It is extremely important for the researcher to ensure that the questions prepared for the elicitation encompass every crucial detail regarding the business. The analysts will also have to prepare a full list of stakeholders who are to be interviewed. Upon preparation of the stakeholder list, a schedule needs to be prepared according to the convenience of the participants. The analysts will also have to arrange for the transportation facility for the stakeholders in order to ensure that the information elicitation is conducted in a timely manner. 4.2 Conduct elicitation activity Interview has been chosen as the primary data collection instrument for conducting the elicitation activity precisely because of the fact that it will provide the analyst as well as the stakeholders to counter question each other. The subjective research driven by an elaborate interview process will enable the analyst to create a learning environment. In that way, the analyst will be able to identify the needs and requirements of the stakeholders in details (Walters& Rainbird, 2011). One of the major advantages of the interview process is that it is a one to one communication. The analyst will be able to give equal emphasis on every individual stakeholder by adjudging their attitude towards a particular question. The interview will also allow the analyst to probe the participants in order to extract crucial information from them. By doing so, the analyst will be able to identify any weaknesses within the business model employed by Greens Electrical Store. In addition to that, the analyst will also be able to evaluate if the participants are satisfied with the business model or not. This in turn will enable the analyst to learn about the expectations that the stakeholders have from the organisational managers. Lastly, the interview process will allow the analyst to assess the validity of the feedback provided by the participants thereby eliminating any chances of biased information. 4.3 Document elicitation results Elicitation from senior manager Do you think the company will be able to gain a significant competitive advantage? If yes then why? What other factors should be considered in order for Green Electrical Store to sustain its competitive advantage position? According to the senior manager, Greens Electrical Store provides wide ranging products to its customers. The company deals in almost every electrical device segments starting from television, music system, refrigerators, air conditioners and microwaves to washing machines, hair dryers, vacuum cleaners and razors. Such a broad range of products will allow the company to target a wide customer base which in turn will enable the managers to increase the store’s market share. In order to gain competitive advantage owners of Greens Electrical Store will have to expand the company’s physical as well as digital domain by setup up more brick and mortar stores. In addition to that the managers should also develop an online shopping platform in order to be able to sell products to a large base of internet audiences. Therefore, the owners are requested to consider this matter and plan about establishing more brick and mortar stores in order to cater to the needs and demands of a large customer base (Smith, 2009). Currently, the company has been targeting households within the proximity of 6 km from the store, but it limits the customer base of the store. Therefore, extending the physical presence of the company will provide ample scope to the store to provide services to even a wider base of customers. 4.3.1 Elicitation from customer What do you expect from the management of Greens Electrical Store in terms of product and service offerings? Currently, the store is engaged in the sales and distribution of electrical devices across the proximity of 6 km from the store. Customers living within that radius benefit from the services provided by the store. The participant’s household was beyond that proximity which is why it becomes difficult to avail services of the store. The same holds true for other customers living beyond the proximity of the store. The services are not consistent beyond the proximity. Therefore, the customer expects the company to extend their services beyond this region. In addition, the company also lacks proper customer service operations. Customers have often reported that the after sales service such as product delivery and installation are not up to the mark. There is no proper channel whereby complaints related to electrical items and appliances can be lodged. Customers have to come to the stores in person to place their complaints. That is why there is a requirement of a customer service department where employees would be dealing with customer complaints through email.This would revolutionize the way services have been provided by Greens Electrical Store thereby enabling the managers to influence the purchase behaviour of a large base of customers. The company has a standard delivery facility with two trucks and one driver who is capable enough to make deliveries within the proximity of 6 km. However, the manager of Green Electrical Store needs to appoint one additional driver in order to ensure that simultaneous product deliveries are possible. This is extremely important considering the fact that managers of Greens Electrical Store will have to make deliveries to multiple customers in a particular day. Therefore in order to ensure efficient and timely delivery it is extremely important for the managers to appoint one additional driver. 4.3.2 Elicitation from accountants/financial analysts What modifications are required in order to improve the way work is done in your department? Currently, all stocks and accounts of Greens Electrical Store are maintained in documented format. Till date the company has not resorted to the use of advanced software or databases. The accountants find it difficult to record the amount of incoming products and outgoing products from the company’s stock. Moreover, documented accounting and stock keeping has also resulted in accounting errors and data loss. Therefore, it is extremely important for the managers to develop a software database that will consist of all information related to the company’s financial accounts as well as stocks. This will not only make accounting more convenient for the accountants but will also prevent any further data loss. This is because these databases are backed up in archives for which information can be retrieved at any moment. Moreover, the same software can be used by accountants in order for them to be able to predict the future demand. In addition, by transforming Greens Electrical Store’s operations into the digital domain, the managers will be able to reduce the amount of space occupied in the warehouse. This extra space can then be rented out to interested third parties as a source of income. 4.3.3 Elicitation from marketing manager What should be the marketing strategy for Greens Electrical Store given the company’s current position in the market? Given the store’s current position in the market, it is extremely important for the manager to enhance the stores brand image and thus promote brand awareness. Therefore, the current requirement is to set up an organisation website which will consist of information related to the products and services offered by the company. The website will act as an intermediary between the company and its customers whereby the former will be able to convey crucial information such as discount offers, loyalty rewards, store modifications and new arrivals and so on and so forth to the customers. The website should also contain vital information such as the toll free numbers of the customer service departments as well as the email ids of the key members of the organisation in order for customers to be able to convey their issues to a particular member of the company. The store’s website should also reflect the values and missions that the managers follow as these aspects are the fundamental determinants of the purchasing behaviour of the customers. Biography Paley, N. (2009). The manager's guide to competitive marketing strategies.4th ed. London, Washington: Sage Publications. Smith, A. (2009). Global market strategies. 4thed. New York: McGraw-Hill. Walters, D. & Rainbird, M. (2011).Strategic Operations Management - a value chain approach. 4thed. New York: Palgrave. Read More