Context Children 4 Tomorrow is a manufacturer and distributor of clothes for children. The company seeks to grow its business and respond to increasing competition by leveraging on the hidden value of its data. The company has hired you in the role of Corporate Business Analyst to undertake specific tasks associated with data analysis across the organisation. Initially, you will use your knowledge of stakeholder analysis to consider the likely impact of the project on key groups and vice versa. As this is the first task, be sure to read the entire brief carefully to ensure you have considered all project tasks in your stakeholder analysis. You may also wish to revisit this analysis iteratively, as you proceed through the additional tasks. In applying the decision-making process and the decision matrix, you will help Children 4 Tomorrow choose the best option to sell online. Additionally, you will use your knowledge of probabilities to understand the uncertainty in demand, and to make a recommendation for the size of shops to be developed in the future with a view to maximising shop revenue. You are also asked to use your skills in data analytics, to explore data related to advertising spend, and to develop a model to predict new buyers. The model is expected to help Children 4 Tomorrow in targeting advertising spend more effectively. Successful completion of the project and delivering a professional technical report to Children 4 Tomorrow will be evidence of your knowledge of and ability to apply key data analytics concepts and techniques taught on the module. The sections which follow provide detailed description of the problem context and instructions for completion of the project. Problem Description Children 4 Tomorrow is an international company selling its products in the north of England. The company was stablished 30 years ago in Liverpool and since then its brand has been associated with high quality and stylish design. As the demand for kids clothes continues to grow, the top management is concerned with the companys capability to keep up with the market trends. Children 4 Tomorrow sells its products directly across a wholly owned chain of shops. Its brand has been promoted through face-to-face contact with customers at the shops, through flyers, brochures, and adverts in local communication newspapers and radio. There have been new entrants to the market, offering a different portfolio of products but also utilising more online technology. Children 4 Tomorrow has a basic website mostly with information about the company. While its products are still selling well, Children 4 Tomorrow is concerned about falling behind its competitors and is considering whether to develop an online digital presence. Children 4 Tomorrow is also considering whether to expand its chain of shops considering the growing customer base. There is however uncertainty regarding the strength of continued market growth for kid cloths due to the high level of offering saturation, and therefore how much of that growth will translate into demand for the companys offering. Children 4 Tomorrow is also interested in exploring whether online promotion could complement its traditional approach to marketing. In particular, the top management is concerned that competition can use online advertising to target the young audience more familiar with social media platforms. So, Children 4 Tomorrow wants to know whether customers are still hearing about the brand via the traditional advertising or whether it should consider a more online advertising strategy. As part of your new role as Corporate Business Analyst, Children 4 Tomorrow put you in charge of the project which includes the review of its options for developing online sales channels, as well as an analysis of its existing advertising approach using data driven analysis techniques. Additionally, the project will analyse Children 4 Tomorrows options for expanding its chain of shops. To conduct your work, Children 4 Tomorrow has provided you with the most relevant data provided in the file Children_4_Tomorrow _Data and with further data in the task briefings below. Instructions to Students You have been asked to produce a technical report for Children 4 Tomorrows top management. The report should follow the structure below (including guidance on word count): Introduction [100 words]

Introduction [100 words 5 marks] Introduce the purpose of the report. Describe the report structure and state briefly what is contained in the report.