Tutorial Task 3 Jay Airline is the national airline of Genovia. The airline's objective is to be the best premium global airline. Jay provides long- and short-haul services all over the world and is based at its hub at Gencity airport. Jay has been hit by a worldwide reduction in air travel due to poor economic conditions. The most recent financial results show a loss and this has caused the board to reconsider its position and take action to address the changed environment. Jay has cut its dividend in order to conserve cash and it is trying to rebuild profitability by reducing costs by 14%. The airline is capital intensive as it requires to maintain a large fleet of modern aircraft. The two major costs for the airline are staff and fuel. In trying to renegotiate working conditions and pay, the management have angered the unionised workforce. There has already been some strike action by the unions representing the aircraft crew and ground staff and more is threatened. Additionally, the board are pushing forward a large project to improve the design of the company website in order to increase the number of passengers who check-in on-line and so would not require as much assistance at the airport. The new design is also aiming to increase the number of passengers who book their tickets through the companys website rather than other resellers websites or at booking agent. The CEO believes that Jay could be making more use of Big Data. He has recently returned from a conference about Big Data in the Airline industry where one of the speakers talked about the benefits of Big Data in relation to four key areas: Identifying trends in passenger demand and using this to set prices Understanding and influencing the customers selection process (in particular reducing the number of potential customers who start booking a flight online but do not go on to complete the transaction) Boosting revenue from in-flight sales by optimising the on board store for individual flights. Understanding customer sentiment and improving customer satisfaction. Jay currently offers the same selection of in-flight products on all its flights. The CEO has asked you to explain how using Big Data in these four areas could help Jay improve its performance. However, he also wants to understand the potential implications that using Big Data could have for Jays management information systems, given that a number of Jays IT staff are already working on the website upgrade project. Required: a) Explain how Big Data could be used to help Jays performance, in relation to the four key areas identified at the conference. b) Discuss the potential implications of Big Data for Jays management information systems.