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Airline Company Market Evaluation

Executive Summary

Sweet Osmosis is an airline company that provides an unrivaled experience to its consumers providing them a very personalized and luxury oriented air travel experience. Their competitive advantage relies on providing unique services to technology companies that want to fly out their top employees across the world. They operate in three key markets Asia, North America and Europe with the expectation that moving forward the majority of growth will take place in Asian markets.  However, moving forward the airline company will face many challenges in regards to human resource, operating costs, leveraging data analytics, market volatilities as well as changing consumer preferences. One area of particular concern is the rise in oil prices which is anticipated due to the recent decline in oil prices. The underlying assumption is that for every 5% increase in oil prices operating costs will reflect a 2% increase. However, being that this is an airline company, sensitivity analysis precluding 4% and 6% increases have been reflected in the appendixes as these may be potentially more accurate impacts. Furthermore, with the niche nature of the services provided it is equally important to evaluate which clients will serve as long term partners as compare to short term members to efficiently leverage corporate strategy. Furthermore, with the vast improvements and developments in the field of big data analytics in particular predictive modeling can be used to effectively predict industry trends as well as do risk analytics for adverse events. Finally, with the sensitivity of the information carried it is very important to understand the implications of jeopardizing data as well as understanding what can be done to make sure that data is readily available in the event of a disaster. Furthermore, pertaining to the executive analysis debriefed in the report two components must be observed; the designation S.O implies the company name Sweet Osmosis and all appendices referred to within the report are attached at the end of the report.

Implications of current projections caused by oil price fluctuations

Current projections will be impacted if there is a change in fuel prices. For Sweet Osmosis, an increase in oil prices will cause an increase in operating expenses. In particular, the costs of providing services such as door to door pickup, flights, gourmet meals will rise considerably. Consequently, this will result in a decrease in profit margin, which will pressure Sweet Osmosis to increase their service charges for chauffeur services as well as airline tickets.

While comparing the impact of an increase or decrease in fuel costs to Sweet Osmosis’ cost streams, it can be concluded that Sweet Osmosis will have a higher sensitivity if fuel costs are increased as compared to if fuel costs are decreased. This is because in the recent past there has been a steady decline in oil prices. In particular, a 28.6% decline has been seen from the calendar years 2014 to 2016 as reflected in (Appendix A). If Sweet Osmosis believes this trend will continue, they will operate under the assumption that oil prices will continue to decrease. As such, they will be more sensitive to an increase in oil prices as opposed to a decrease as it goes against their underlying assumptions.

Moreover, due to the high fluctuations in oil prices and the risks associated, SO will be less willing to decrease their ticket prices despite having experienced a decrease in fuel costs due to the risk that fuel prices have the potential to increase in the near future. Therefore, it can be concluded that there will be significant changes in projections if fuel prices rise in comparison to a fuel costs decrease.

Furthermore, with Canadian fuel being taxed at a higher percentage the increase in fuel costs will be higher as opposed to competitors in other nations where fuel taxes are significantly lower. This will cause the Canadian Airline Industry and Sweet Osmosis to be faced with a competitive disadvantage amongst airlines in other nations (such as the United States) considering they will be able to provide the same service for a lesser cost.

Appendix B-1 indicates Sweet Osmosis’ original revenue streams and profit margin with the assumption of no increase nor decrease in fuel costs. Analyzing a decrease in fuel costs, through Appendix B-2, it can be concluded that this will result in an increase in profit margin. As stated above, SO will make less changes in their projections and revenue streams if fuel costs decrease. Appendix B-3 indicates that there will be a decrease in profit margin if fuel costs increase. Assuming that this may potentially require an increase in services charges, Appendix B-4 indicates the change needed to be made to service charges in order to revert profit margin to the same level prior to the increase in fuel costs, which is displayed through Appendix B-5.

However, considering that Sweet Osmosis is an airline company, we believe that there may be a more material impact with rising oil prices. Considering that the key ingredient of many of the services we provide is fuel, be that the chauffeur services, the flights or even the gourmet food we provide, a rise in oil prices will materially impact all these areas. As such, we have conducted a sensitivity analysis that evaluates how margins would be affected if a 5% increase/decrease in fuel prices instead drove an increase/decrease in operating costs of 4% or 6% in the appropriate direction. The impact of this is displayed through Appendices B-6 to B-9.

Revenue Projections

Sweet Osmosis’ performance projections indicate that their revenue streams will be divided amongst North America, Europe and Asia. Forecasts display a steady incline in revenue in routes to Asia, however a decline in routes to Europe and North America.

SO’s projections can be considered reasonable, as Appendix C displays GDP trends amongst the three continents. GDP is continuously increasing in Asia, but declining in Europe and North America. Higher levels of GDP indicates an incline in economic flow within the nation and developing market values. This will correlate to SO’s revenue distribution as when GDP increases in a nation, more trips to that country will be provided by SO as there will be a greater need for the market’s technological leaders in that nation.

Additionally, according to the Technology Adoption Cycle, it can be concluded that North America and Europe has reached close to peak where it is now at a plateau level of productivity. Asia however, is at its developing stage in which there is a steady incline in slope of opportunities. Because North America and Europe are already highly developed, it can be assumed that there will be a greater need of intellectual capital and tech leaders in Asia which will result in an incline in Sweet Osmosis’ service to Asia. Regardless of all three continents’ technology rates increasing, the percentage growth rate of increase for Asia is higher. This supports the reasoning as to why when distributing revenue within Sweet Osmosis, Asia will obtain a greater portion.

Moreover, as North America is promoting manufacturing within the nation, entities will be facing higher employment costs making companies want to outsource to countries in Asia to be cost efficient. By companies in North America and Europe outsourcing production to Asia, Asia will definitely be more developed in terms of technological productivity.

Despite our research supporting the overall trend of revenue distribution projections amongst the global routes, we believe that the extent to which the numbers have been estimated can be considered unreasonable as shown in Appendix D. The estimates for significant revenue earned from Asia are accurate, however, it can be argued that Asia will not obtain as large a portion of the revenue as indicated. Additionally, North America may be a stagnant market in terms of technological growth due to saturation of the technology market, but we believe a drastic decline indicated in the projections can be considered unreasonable since cities like San Francisco are currently believed to be technological hotspots. A similar concept can be applied to European countries as well since Europe is developing its talent through various higher education and co-operation mobility projects, specifically Erasmus Mundas. Despite Europe trailing behind North American and Asian markets in terms of technology, the largest research and innovation program, Horizon 2020 is being held across Europe. As a result, this will attract global tech professionals towards Europe which should be accounted for by Sweet Osmosis while estimating their projections in terms of revenue growth.

Long & Short Term Relationships

Sweet Osmosis wants to differentiate itself from fellow competitors by offering a unique luxury service for a total of seven companies as of now. Their service includes personalized chauffeur services, semi private and private flights with a wide range of exclusive features such as gourmet dining.

Being unique compared to the other competitors in the industry, we feel that Sweet Osmosis should cater more to the needs of those companies that use their luxury services. According to Appendix E, we can see that companies A, B and C generate revenues of less than $10,000 per flight. Whereas companies D, E, F and G, the revenues generated per flight are upwards of $200,000. We can see that the latter companies use more personalized luxury services provided by SO reflected by the price they pay per flight. For companies A, B and C, there is also a material risk of losing these customers as they can switch to a different airline company offering the same basic services i.e. non-exclusive services. For example, we’re assuming that Company A only purchases basic packages at $10,000 a flight. Whereas, if they were to find a cheaper option, for example $9,000, then it would be quite hard to retain this customer as the value proposition does not favour our offering. Since Sweet Osmosis operates in a very niche industry, offering luxury packages it makes it difficult for companies D, E, F and G to find alternatives.

Even though the projections of the number of flights taken by all the customers over the years have increased, the percentage contributions to revenue by companies A, B and C  have been below 5%, whereas the percentage contributions by the other companies have been significantly higher. We feel that it is more important to maintain good long term relationships with those companies that contribute on a higher level to Sweet Osmosis’s revenue. SO has a much larger scope for growth if they were to deal primarily with those companies that purchased their high-end packages. The revenue breakdown as a percentage can be displayed through Appendix F.

Data Analytics – Trends, Risks and Importance

The essence of data is not whether or not the data acquired is big or small. Rather it is about what can be achieved with the Data which is acquired. An excellent example of this concept is Uber who achieved their success not through prying through megasystems of data rather through effectively applying simple easy to find data. Instead of analyzing every single consumer in the segment they decided why not allow everyone who wants a taxi to tell us when they want it and where they should pick them up. That’s it, who wants a taxi and where they want the taxi. No complex algorithms, no intrinsic relationships, just simple data. In essence, acquiring the correct data is about analyzing:

  1. What decisions drive waste in your business
  2. What decisions can be automated to reduce that waste
  3. What data would you need to achieve these goals  for efficiency.

In terms of the developments that have occurred in the field of big Data Analytics a few interesting statistics include:

  1. There were a total of 5 Billion Mobile Phones used in the calendar year 2016
  2. 30 Billion Pieces of Content were found on the social media platform Facebook
  3. A $600B potential annual consumer surplus was realized from using personal location data globally.

The potential of big data continues to evolve rapidly as it is driven by innovation in the core technologies of different systems and platforms, improvement in analytic capabilities for handling data, as well as the evolution of behavior amongst its users. Throughout several industries Big Data has been able to create tremendous value. A few ways in which Big Data has created value includes:

  1. Creating Transparency – Relevant stakeholders are now able to receive relevant information in a timely manner and thereby reduce the time it takes to search and process data in the public sector. In particular, the applications for the airline industry are excellent as it can be used to evaluate industry trends as well as the direction in which certain competitors are moving with their business.
  2. Enabled Experimentation – The use of experimentation has allowed airline companies to discover needs of their consumers, expose the sensitivity to the variability of those needs and improve performance through using these metrics to efficiently gauge trends and implement strategies that leverage those trends.
  3. Manage performance – The performance of a company can be evaluated by adding variables and then conducting experiments. For instance, a practical test could be comparing the variable of fuel prices to profitability. What decrease in prices would place the airline in serious fiscal difficulty?

Furthermore, the acquisition of personal location data has been a huge stream of success for retail companies as well as companies in the public services sector such as airlines and transportation providers as it provides them useful data from which they can efficiently direct their resources. Through leveraging the personal location data service providers have been able to generate over $100 billion in revenue in addition to over $700 billion in revenue for the real end users of the data.
However, some of the challenges in acquiring big data for analytics has been retaining talent to research and efficiently manipulate data. Furthermore, it is expected that there will be a shortage of talented workers who have the necessary skill set to efficiently and effectively acquire data. In the year 2018 there will be 50% – 60% greater demand than supply representing a huge challenge for companies as well as increased costs in terms of acquiring talent due to the shortage in talent.

In terms of the new techniques that are being used within the industry, the following techniques have been increasingly growing over the past few years:

  1. A/B Testing – In this format of testing a control group is compared with a variety of test groups to see what treatments will improve a given objective variable. This can be used for instance to see what can enhance customer satisfaction. Let’s say, the variables can include low fares, convenience as well as better lounges. The testing control group in this case the airline can then be evaluated against the variables to see which variables will result in improvements in the control group.
  2. Association Rule Learning – Allows the discovering of interesting relationships between large sets of data. For instance, association rule learning can be used to analyze consumer preferences in times of recession versus times of economic prosperity to effectively modify services provided.
  3. Predictive Modeling – The likelihood of a particular event occurring is measured using this technique. For instance, what is the likelihood that the company defaults if oil prices rise more than 6%.

Furthermore, the use of business intelligence, cloud computing as well as visualization has become more prominent as businesses try to leverage the information to create competitive advantages and increase profits. In conclusion, the future for big data analytics reflects tremendous growth as well as potential in terms of its applications and will be leveraged as a competitive advantage. However, the future also represents challenges with a shortage of talent as well as the quantity of data available it has become increasingly difficult to find the right data for your business.

For those who see analytics effectively, there is a powerful proposition that states that rather than using data analytics as a tool to measure performance, data analytics can be used as a resource to drive operations within the company. On the other hand, for companies that do not adopt data analytics, it could prove to be catastrophic as the lack of analytical insight that they will possess will serve as a competitive disadvantage.

The primary function of data analytics is to give valuable insight to the company based on raw data. Big data analytics enables organizations to use their information to distinguish new opportunities. Thus, it leads to more astute business moves, more productive operations, happier customers and higher profits. There are several ways through which Sweet Osmosis can gain value through data analytics:

  1. Cost Reduction – Huge data advances such as cloud-based analytics bring remarkable cost advantages with regards to storing enormous amounts of data. In addition, they can also recognize more proficient ways of doing business. Sweet Osmosis has a large number of value added services to offer in their luxury packages, and data analytics would be able to efficiently track down the cost of each perk and find discrepancies which will significantly increase profits of the company by reducing costs. Also, with currency and fuel price fluctuations, data analytics will be able to highlight SO’s close competitors, analyse their prices and will be able to better evaluate their position in the market.
  2. Faster and better decision making – With the in memory analytics, along with the capacity to break down new sources of information, Sweet Osmosis will be able to analyze data immediately and based on what they learned, can make crucial decisions. In this particular industry, prices are never stable and data analytics can help Sweet Osmosis read these fluctuations and accordingly change the price of their own packages.
  3. New services and products – With the capacity to measure client satisfaction and needs through analytics comes the ability to help potential customers fulfill their desires. With big data analytics, the company will be able to make new products to address customers’ needs.

Data Analytics Department

While setting up a data analytics department for Sweet Osmosis it is important to identify the goal, plan the steps to achieve the goal, and structure the strategies to maximize efficiency. Upon conducting a team for Sweet Osmosis’ new data analytics department, there are foundational elements that need to be followed. Firstly, when hiring the individuals to develop them team, SO should create a criterion that they will base hiring upon. HR should hire a variety of talent to ensure a widely knowledgeable team. Such positions should include a Business Analyst, Machine-learning expert, Data Engineer, Domain expert, Analytics expert, Data Artist, etc. When finding talent SO should take into consider an individual’s programming skills, communication skills, creativity and open-mindedness, skills set, and understanding to business.

Key factors that will lead to success in the department will be a team obtaining the following characteristics:

I.     Identifying Roles & output: By distinguishing responsibilities and outlining expectations, employees will be fully aware of their duties and what is expected from them. This will ensure no confusion amongst roles.

II.     Creativity: A sense of imagination and creativeness will allow SO’s data analytics department to be unique, original and obtain competitive advantage. This will be a key factor that will lead to success in the department.

III.      Collaboration: Successful communication amongst team members will allow the build up of strong relationships, professional development and will ensure the sharing of new ideas.

IV.      Passion: When there is passion at work, they will not only love what they are doing, but also be determined to excel as well. This will strengthen focus, enrich desires to reach brilliance, enable creativity, motivation and increase involvement.

V.       Leadership: By instilling a sense of leadership within the team it allows the team to function effectively, provide guidance, build team morale, and overall regulate the performance of the team.

Some approaches that should be taken when developing and enhancing the data analytics department team are as follows:

I.     Structure: Obtaining a solid structure of the data analytics department and the flow of information from one team member to another will ensure success and professional development. By deciding the difference between IT-centric Data Team Structure, Integrated or Specialized, Sweet Osmosis will be able to maximize efficiency.

II.      Play to individual strength: By analyzing each individual member’s strength, SO can assign responsibilities in accordance to their strengths. This will ensure that maximum performance levels will be reached as a team.

III.       Encourage transparency: Transparency and trust is required in a workplace because it fosters better relationships, encourages engagement amongst the team, assists with problem-solving and creates a feel of comfort and openness in the workplace.

IV.       Establish ground rules: Setting out rules assists with distinguishing expectations, communication, processes the team will take, and expected behaviors. By knowing the rules, the team will be aware of what is and what is not acceptable and will form a sense of professionalism amongst the department.

In regards to having an in-house data analytics department or outsourcing, there are many pros and cons associated with each. It is important to evaluate each aspect thoroughly prior to deciding whether the data analytics department should be in-house or outsourced. To start off, partaking in an in-house data analytics team structures an effective working relationship amongst SO and its data analytics departments. Additionally, obtaining an in-house relationship will set the department to be in tune with Sweet Osmosis’ culture, morals and environment. Moreover, hiring a data analytics team and conducting performance in house will allow SO to exclusively hire needed talent and knowledgeable individuals with a unique skill set. By doing so, SO will add value to their business and will obtain competitive advantage through their intellectual capital. However, putting together an in-house analytics team can be difficult to implement at an entity’s earlier stages as they lack the knowledge and experience required to do so. In comparison, outsourcing will be a much easier way to get proficiencies quickly and cost efficiently.

We’d recommend Sweet Osmosis to start developing their data analytics department in house and gain knowledge in the field of operations, structure and maximize revenues. Located in Kitchener/Waterloo, a developing technology hub, SO can gain a high level of intellectual capital through hiring technologically advanced students and recent graduates. Once confident in the ability of their data analytics team and enhancing the team to gain competitive advantage, SO can choose to outsource within the country by building strategic relationships with companies such as Deloitte, IBM and Cisco.

Data Security & Regulations

As the storage of data in cloud services such as Dropbox, Google Drive and Amazon Web Services has started to become a regular part of business, companies must start dealing with the various security problems such as minimal or no control of sensitive data of the company due to the usage of third party file sharing services. In this case the company data is generally moved outside the company’s IT department, which causes harm to the privacy of company’s data as it is not under the complete control of the company. Also, since most of the cloud services were made to save data in real-time, a lot of data that is unencrypted at the time can potentially be misused by unauthorized individuals. The best way to mitigate this concern is by making sure that the company or their service provider should encrypt their data files during storing as well as transmitting them within the range of 128-256 bit.

Another problem that arises due to storing data in cloud services is data leakage. Majority of the companies are hesitant to use cloud services to store data due to the fear of leakage in the company’s data and personal information. This issue occurs as the cloud service is a multi-user environment, where a variety of companies have the potential to access the shared resources. Also, as cloud service providers act as a third-party, a company’s sensitive data is always at risk of being leaked or mishandled by the provider. There are also many external threats that can lead to hacking cloud providers resulting in a leakage of sensitive data. The best way to mitigate this is by using encryption and stronger passwords instead of the given passwords by the cloud service providers.

In Canada, government regulated and private sector companies are subject to the Federal Personal Information Protection and Electronic Documents Act (PIPEDA). PIPEDA is the act assisting companies to process or store sensitive data within and outside of Canada, provided that the company and the client that the company is serving have a contract and security safeguards in place. In Alberta, private sector firms which are regulated by the legislation of provincial privacy must take an extra step by sending a notice to attain information in terms of policies, safeguards and practices of the service provider, which are not applicable for the public sector. A major inhibitor to using cloud services are some of Canada’s provincial data localization laws, specifically for public sector bodies operating in Nova Scotia and British Columbia, that may limit how personal data can be stored and accessed outside of the country. Both the Freedom of Information and Protection of Privacy Act (FOIPPA) in British Columbia and the Personal Information International Disclosure Protection Act in Nova Scotia prohibit the access to, disclosure of, and storage of data outside Canada without consent. There may also be other restrictions in the Canadian legislation that requires certain records to be kept in Canada (e.g. tax records). In many cases, additional technologies, such as encryption and tokenization, would need to be considered to enable a public-sector entity to use the cloud while still complying with the legislation.

Protection of data and implementing regulations is crucial for consumers to obtain confidence in entities and the government. The effectiveness of minimizing the extent of privacy invasion is required from consumers to form a sense of trust prior to providing any personal information. There are many regulations and laws applied to ensure safe data collection, processing, storage, and transfer of personal information. These regulations are obtained within Canada and internationally through cross-border protection agencies. Within Sweet Osmosis, it is extremely important to manage a highly securitized and regulated environment as Sweet Osmosis is continuously exposed to the personal information of the market’s technology leaders and executives.

As mentioned above, there are many laws associated with PIPEDA that set out the rules an organization must follow when working with personal information. Internationally, there are many Acts, Policies and Unions to safeguard appropriate use of personal information. There are agencies that assist with the cross-border flow of information between countries and contribute to standardizing certain expectations amongst nations. For example, the Office of the Privacy Commissioner of Canada investigates concerns brought against entities based outside of Canada’. Additionally, there are broader councils which still enforce the proper use of information. An example can be the Council of Europe which consist of 47 members that agreed upon the development of human rights and fundamental freedom. Within the agreement, there are applicable laws indicating the boundaries associated with the transfer of personal information.

Furthermore, the European Data Protection Directive was adopted by the European Union to certify safeguarding during the collection, use, and disclosure of personal information. Another international regulator is the International Conference of Data Protection and Privacy Commissioners which combines the highest establishments and organization guaranteeing data protection and privacy. Internationally, there is also the Organization for Economic Cooperation and Development (OECD) which consists of more than 30 nations that have together developed a set of guidelines in respects to the security of confidentiality and transborder data flows.

The power and regulation of information varies amongst countries. Despite the implementation of organizations in attempting to standardize and bring countries’ policies together, there are still disparities due to cultural, government and social differences. Appendix G displays the severity of regulation and enforcement of data protection laws around the world. As can be seen, heavy laws are imposed in North America for protection of data as opposed to other parts of the world.

Overall, data protection rules are enforced by a regulator. The enforcement through regulatory means is to ensure data protection rules are followed. That being said, with the advancements in technology, mathematical equations implemented in systems are being developed to track the misuse of data through technology. This advancement in technology, allows for enhancements in the protection of data which instills assurance amongst consumers.

IT Risk Management

For Sweet Osmosis to be able to ensure that data is readily available for use and continually available in the case of a disaster they must set up their data centres in an efficient manner. SO should focus on addressing the risks of storing data, data security concerns in addition to setting up the data analytics department in a manner that efficiently leverages the firm’s resources generating the most efficient data while preserving the least risk. There needs to be a detailed process implemented so that Sweet Osmosis can effectively protect itself in the case of a disaster. The following areas must be addressed proactively:

  1. Contingency Guidelines – A formal communication that clearly outlines who is in charge in the event of a disaster and what should be done immediately. The statement should outline the company’s overall goals and develop the risk management framework for Sweet Osmosis as well as responsibilities for the IT department in terms of contingency planning. In order for this to effectively work the senior management of the company must be on board with the initiatives as their input is critical in motivating the rest of the employees in effectively carrying out the contingency plan.
  2. Carry out the Business Impact Analysis – By conducting a company impact analysis the IT department must effectively value the specific parts of the information systems present and what their particular functions are. By leveraging this information the consequences of a potential disaster can be evaluated in terms of what impact a disaster would have on the data integrity of your systems. It should in particular be seen what the effect of the disaster would be on the operations of that component in terms of its functionality as well the functionality of items across the company as well. In other words, it needs to be seen if the impact of damage on a system is mono functional or cross functional.  Finally, an order of seniority must effectively be developed to properly prioritize which technical components are most important and which provide the most useful data to the company in terms of an operational context. When this data is identified the most efforts should be exercised to protect this data as its effective functioning is critical to the operations of the company.
  3. Establish Preventative measures – There should also be preventative measures established that effectively mitigate or to some extent control the damage that can occur. These can include frequent scheduled backups, and offsite storage of backup of media to preserve data in the event of a disaster. Furthermore, in the event of a disaster it should also be anticipated what vendors and suppliers of technological equipment are required to most quickly mediate the damage caused by the disaster to the firm’s Information technology systems. This is of critical importance as having this information will allow Sweet Osmosis to quickly repair their systems thereby protect data and ensuring that it is available.
  4. Planned Maintenance – Finally, there should be regular and planned maintenance for the essential components within the informational technology infrastructure of the company. The components should be evaluated for their longevity, operational efficiency as well as reliability. It should also be evaluated to see if systems are up to date and if there needs to be any repairs made.

In terms of making sure that data is readily available in the event of a disaster this is all contingent on developing an IT risk management plan that protects the company’s information systems in the event of a disaster so that the impact is minimized. By actively, issuing a company statement regarding what shall be done in the event of disaster response time will be improved reducing the amount of data loss. Furthermore, a company impact analysis must be conducted to adequately identify key components that provide the most crucial data so that those components can be effectively protected thereby ensuring that data is readily available. Finally, in the event of data loss the implementation of backup devices and alternative sites can ensure that valuable data for the day to day business operations can be protected effectively. Finally, maintenance can reduce the risk of impact from extreme situations. Leveraging these four components should put Sweet Osmosis in a position where they have data readily available in the event of a disaster although disasters are extremely volatile and protecting all data can be a challenge following these guideline will help them at least protect the data that is most used on an operational basis.

Overall Recommendations

Once evaluating Sweet Osmosis’ past and performance along with future projections, the following are recommendations to enhance Sweet Osmosis’ future long-term growth;


  1. A more thorough analysis of future financial projections taking into account internal implications, taxation policy, industry trends as well as numerical accuracy.
  1. An increase in routes to technologically advanced cities in Europe as well as North America. In the European markets, Dublin, London and Helsinki have shown tremendous growth potential and should be considered as potential destinations that Sweet Osmosis can travel customers to. Furthermore, in the North American markets San Francisco being the technology hub that it is should also continue to be represented as a top destination for Technology leaders. We also recommend the potential exploration of including Vancouver as a destination as well.
  1. Implement an in-house data analytics team to gain competitive advantage through obtaining a high level of intellectual capital and be more aligned with SO’s culture. Once confident in their performance and ability, Sweet Osmosis can choose to outsource their data analytics department within Canada by building strategic relationships with companies such as Deloitte, IBM and Cisco.
  1. We recommend that additional services and products be provided to improve the value proposition provided by Sweet Osmosis. Some services to consider include providing translation services for customers that land in foreign countries where there is a distinct language barrier present
  1. Analyze data protections regulations not only within Canada, but cross-border as well. Once doing so, Sweet Osmosis should implement strong policies in regards to protection of personal information that can be utilized amongst all nations. This will be beneficially especially because Sweet Osmosis travels internationally.
  1. Creating a comprehensive and concise IT Risk Management strategy which includes a Business Impact Analysis, planned maintenance as well as internal controls that protect data and ensure that it is readily available in the event of disaster.
  1. We recommend that Sweet Osmosis maintains good relationships with those clients that contribute a larger percentage to SO’s revenue. These customers purchase the luxury packages offered by SO which provides the company with the greatest profit margin while effectively utilizing the value proposition at hand. Additionally, SO should focus on enhancing the relationships with customers that utilize their basic packages.

Appendix (assume all amounts in thousands)


Appendix A

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Appendix B-1

Revenue Projections


Screen Shot 2017-07-17 at 7.21.41 PM.png


Appendix B-2

Revenue Projections – 5% decrease in oil prices resulting in 2% decrease in operating expenses


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Appendix B-3

Revenue Projections – 5% increase in oil prices resulting in 2% increase in operating expenses


Screen Shot 2017-07-17 at 7.14.22 PM.png

 Appendix B-4

Change in SO’s prices, after increase in oil prices Screen Shot 2017-07-17 at 7.19.05 PM.png

Appendix B-5

Revenue Projections – 5% increase in oil prices resulting in 2% increase in operating expenses, with SO’s increase in prices -> resulting in higher revenue

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Appendix B-6

Revenue Projections – 5% decrease in oil prices resulting in 4% decrease in operating expenses 

Screen Shot 2017-07-17 at 7.37.23 PM.png

Appendix B-7

Revenue Projections – 5% decrease in oil prices resulting in 6% decrease in operating expenses 

Screen Shot 2017-07-17 at 7.38.25 PM.png

Appendix B-8

Revenue Projections – 5% increase in oil prices resulting in 4% increase in operating expenses 

Screen Shot 2017-07-17 at 7.38.56 PM.png

Appendix B-9

Revenue Projections – 5% increase in oil prices resulting in 6% increase in operating expenses 

Screen Shot 2017-07-17 at 7.39.33 PM.png

Appendix C 


Appendix D

Revenue Breakdown per Route 

Screen Shot 2017-07-17 at 10.13.12 PM.png

Appendix E

Revenue – Each Flight per Customer

Companies 2016-2022
Company A 10.00
Company B 0.00
Company C 5.00
Company D 500.00
Company E 200.00
Company F 200.00
Company G 600.00

Appendix F

Revenue Breakdown %

Companies 2016-2022
Company A 4.00%
Company B 0.00%
Company C 1.00%
Company D 55.00%
Company E 20.00%
Company F 10.00%
Company G 10.00%
Total 100.00%

Appendix G

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Works Cited 

1) Wagner, W. J., & Oates, C. (n.d.). Data Protection in Canada. Retrieved July 8, 2017, from

2) Privacy International. (n.d.). Retrieved July 6, 2017, from

3) International Privacy Standards. (n.d.). Retrieved July 11, 2017, from

4)  Big data analytics: What it is and why it matters. (n.d.). Retrieved July 11, 2017, from

5) 6 security risks of enterprises using cloud storage and file sharing apps. (2016, October 13).

Retrieved July 12, 2017, from

6) Dobby, C. (2012, November 21). Offshore data storage clouds security picture. Retrieved July

12, 2017, from

7) Swanson, Marianne, Amy Wohl, and Lucinda Pope. “Contingency Planning Guide for Information Technology Systems .” N.p., n.d. Web. <>.

8)”How to Build a Big Data and Analytics Team.” Data Informed. N.p., 06 Apr. 2016. Web. 17 July 2017. <>.

9) “How to structure a digital analytics team – Smart Insights Digital Marketing Advice.” Smart Insights. N.p., 19 May 2017. Web. 8 July 2017. <>

10)5 Must-Have Traits Of A Successful Data Analytics Department.” Work It Daily. N.p., 9 Nov. 2014. Web. 9 July 2017. <>.

11) Fogarty, D., & Bell, P. C. (n.d.). Should You Outsource Analytics? Retrieved July 12, 2017, from

Appendix A

Appendix C

Appendix G Comparison of Data Protection Laws Around the World.

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