The case study of RealityModels
RealityModels is a family-owned business and has been in business for 80 years. RealityModels makes collector items of miniatures of USA and European transportation system.
Products and quality
Their range of goods include:
- Classic Cars
- Motorcycles
- Aeroplanes
- Ships
- Trains
- Trucks and Buses, and
- Vintage Cars.
RealityModels are extremely well-made and presented in presentation stands. The items made are of a high quality and are valued by collectors.
Promotion challenges
The way that the business has grown has been for senior marketing and sales people to visit collectors trade fairs in the key regions of Americas (AMER), Europe Middle East and Africa (EMEA) and Asia-Pacific (APAC). These trade fairs have been good places for the company to become visible and to be respected among the other providers of model items.
However, visits to trade fairs has become more costly over the years. Meanwhile, it has been noted that there are newer companies who are making models of a lower standard than RealityModels, and who are being more successful. Particularly as they have sold over the Internet.
Strategic changes
Recently RealityModels has been looking at its strategic vision for the next 5 years. One thing that has become extremely clear is that the company will need to be more involved in digital technologies to make the company sustainable.
Consultancy task
You have been employed by RealityModels because of your knowledge of Google Analytics and Power BI. It has been made clear to you that the company considers its current position as unsustainable. They must grow market share and they must become more successful in the use of Digital technologies. They plan to develop a B2B (Business to Business) trading platform, based on a digital store format. However, the senior management want to have a report of the possibilities of what can be done, and what analytics will be helpful to them. They also want to know if data that they have been collecting over the years can be combined with data that can be collected on the website in a meaningful way.
Report structure
Part 1 – Comparing the Features of Google Analytics and Power BI
Write a description for RealityModels of the similarities and differences between Google Analytics and Power BI. Illustrate your answer by showing how the tools can provide different insights into the data that is given.
Part 2 – KPIs and Power BI
You have also been given the key statistics of sales for RealityModels over the last three years (RealityModelsSales_data.xlsx) which shows sales from 2017-2020.
- identify the key KPIs in this data and
- show them in a Power BI data report and to mock up a display that shows how information can give valuable insight to management at RealityModels.
Part 3 – Suggestions for Digital Technologies to be Used by RealityModels in Years to Come
You are to reflect on the potential of working with both of these technologies over the next 5 years at RealityModels.
Use theory of marketing and business linking to the importance of KPIs in an organisation to support your arguments. These can include market segmentation-targeting-positioning, customer decision-making, and digital marketing strategies (for example whether or not RealityModels should do B2C as well as B2B sales) as you make a case for the best way forward for RealityModels.
Check list!
- Compare strengths of each of Google Analytics and Power BI for RealityModels.
- Using screens and outputs from Power BI solution show how other Sales Data can be used alongside Google Analytics Data to help RealityModels.
- Synthesising the work you have done, make recommendations to RealityModels of the best ways that Digital Technologies can be used to improve business or marketing performance in years to come by using related concepts, theories, and models.
- Use of related marketing and business concepts, theories, and frameworks.
