Case Study Assessment: Global Coffee

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COM6005D
Advanced Database Concepts
Case Study Assessment: Global Coffee
Date for Submission: Please refer to the timetable on ilearn
(The submission portal on ilearn will close at 14.00 UK time on the date
of submission)
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Assignment Brief
As part of the formal assessment for the programme you are required to submit an Advanced
Database Concepts assignment. Please refer to your Student Handbook for full details of the
programme assessment scheme and general information on preparing and submitting
assignments.
Learning Outcomes:
After completing the module, you should be able to:
1) Demonstrate knowledge and a critical understanding of the major developments and
emerging trends within the field.
2) Critically evaluate how relational databases can be used to support Multimedia and
Object-Oriented Databases.
3) Apply a conceptual understanding of the issues involved in designing and implementing
a data warehouse to a given scenario.
4) Accurately deploy established techniques to design, and justify, a suitable data model to
meet the needs of a given scenario.
5) Identify and justify a database solution to a complex problem.
Your assignment should include: a title page containing your student number, the module
name, the submission deadline and a word count; the appendices if relevant; and a reference
list in Arden University (AU) Harvard format. You should address all the elements of the
assignment task listed below. Please note that tutors will use the assessment criteria set out
below in assessing your work.
Maximum word count: 4,000 words
Please note that exceeding the word count by over 10% will result in a reduction in grade by the
same percentage that the word count is exceeded.
You must not include your name in your submission because Arden University operates
anonymous marking, which means that markers should not be aware of the identity of the
student. However, please do not forget to include your STU number.
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Assignment Task
Case Study: Global Coffee
‘Global Coffee’ is a major player in the coffee production, industrial processing and wholesale
distribution business. They are not in the retail space and you will never see them on the high street
but they are a global leader in coffee bean and nut processing, roasting and distribution. If you buy
a jar of coffee in a supermarket or drink a premium coffee at your favourite outlet, it will almost
certainly have originated from Global Coffee.
Annual revenues are approaching $5,000,000,000 and the company have just appointed a dynamic
new CEO who was brought in by the company board to streamline operations, cut costs and thus
maximize profits, as a stepping stone to increasing share dividends to their demanding investors.
The company are smart enough to realize that in the modern, global business world, big data and
its intelligent analysis and application is key to operating at maximum efficiency and thus achieving
this aim. This is where you come in. Your precise tasks are listed later.
The central strand of this strategic review involves a ‘ground-up’ analysis of the company’s data
capture, storage, processing, analysis and presentation – so as to allow the CEO and board to
make better strategic decisions about the future of the business. This analysis will span the whole
organization. Below is some background on the company.
Global Coffee are headquartered in London – where they can meet new and existing investors from
The City. This is where the CEO, board and all core business functions are based, including
Accounting & Finance, Corporate IT, HR, Legal, Sales, Marketing and Purchasing.
At present, they also have their own dedicated data centre housed in Cambridge – where highquality IT graduates are in ready supply. The data centre is staffed 24×7 by a team of 30 IT
specialists, who work on 8-hour rotas. They support all data services to the company across the
world.
In addition, Global Coffee also have a wide range of other facilities spread across the globe. By
their nature, these locations are very large and extremely rural, often hundreds of kilometres from
civilization. Some are in dense jungle environments. There are six massive plantations:
• Costa Rico
• Columbia
• Brazil
• Ghana
• Madagascar
• Namibia
Each plantation will have a small office where the manager works, supported by one or two
assistants. Normally, only the manager contacts the London HQ. The workers on the planation –
which can be up to 100 staff – have no need to contact HQ but it would be useful if they are
contactable by the local manager in the plantation office while out working in the fields – something
that is not possible right now.
No coffee processing is done on the plantations – they simply grow and harvest the coffee beans
there. The company’s own fleet of lorries and ships then take the beans to the processing plants –
as explained below.
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Industrialized processing is done at three huge, high-security, processing plants. These are located
at:
• Manaus (serves the Columbia and Brazil plantations)
• Puntarenas (serves Costa Rico)
• Cape Town (serves Ghana, Madagascar and Namibia)
The processing plants are all located next to water – because the vast amount of processed coffee
is best transported around the world to their customers by bulk cargo ships. Each plant has a
manager, some admin staff and many manual workers. The manager needs to constantly be in
contact with the plantations he supports and the London HQ.
With a global operation on this scale, having complete control of the whole transportation system
is vital. It is also vital that cargo in transit is always trackable and traceable – for security reasons
but also for deadline monitoring and satisfying very demanding customers. The company has a
large fleet of vehicles and ships. The lorries are based at the local processing plants and the ships
obviously in the local harbour.
Some of the primary data issues that the CEO and board need to resolve include:
• A better understanding of crop growth yields and production data at each plantation. Which
plantations are best/worst in terms of profit and how does each compare to the others in the
company plus to plantations operated by other organizations?
• Similarly, they need a much finer level of detail on the efficiency of each processing plant.
Which processing plants are best/worst in terms of profit and how does each compare to
the others in the company plus to processing plants operated by other organizations?
• Ideally, real-time (or as near to real-time as possible) data on transportation movements –
both from plantation to processing plant and from processing plant to customer. Which
routes are most/least profitable? Which types of lorry and ship are the most/least efficient
to operate?
• As well as one-off snapshots of such data, the CEO and board are particularly keen to
explore trends over time, both within the company and by comparison with external
competitors. This will involve the collection and analysis of third-party data.
• On the customer front, they need a much better understanding of market share, which are
their most/least profitable clients and which types of coffee are most/least in demand.
• With such a globally dispersed structure, the CEO is rightly concerned about distributed
data – its security, accuracy and availability. They may be sat in London but all the data
they need is spread around the world.
• Because of what they do and where they operate, environmental protection and food
standards regulations and laws are a major issue. The company must always be compliant
– and be able to demonstrate such compliance – to governmental agencies around the
world.
Using the above scenario, you are required to address the individual assignment tasks
so that you prepare a final single report, as follows:
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Task 1 – 25% (Covers Learning Outcome 1 and 3)
NOTE: When answering the following tasks, you should frame your answers with regard to this
specific organization and their specific needs. Some general background is fine but keep your
discussion focussed on the supplied case study at all times.
Imagine that you are a data warehousing consultant. You have been asked to make a
presentation to the chief executive and board of directors of the above company – who are not
computing specialists – on the following technical issues, as they are seriously considering
developing a data warehouse:
(a) Discuss the difference between an OLTP (on-line transaction processing) database
and a data warehouse. The organization already has a substantial OLTP solution and
the CEO needs convincing of what benefits investing in a data warehouse will bring to
this organization.
5 Marks
(b) Explain, with the aid of a suitable diagram, the architecture of a data warehouse and
how the various sources of data – internal and external to the organization – that can
be used to populate a data warehouse. The CEO is particularly concerned that existing
day-to-day operations are unaffected by any new development and has heard the
phrase ‘ETL’ – he does not understand this process. Explain this to the CEO and board.
10 Marks
(c) Several members of the board, such as the Managing Director, Finance Director and
Sales & Marketing Director have their own specific needs in terms of seeing the bigger
picture and planning for the future. Explain how ‘data marts’ may be a useful solution
to solve this organization’s strategic needs.
5 Marks
(d) The CEO and board have asked the IT Director to attend your presentation, who is an
expert on OLTP database systems but knows little of data warehousing. Explain to the
IT Director how the role of normalization differs between an OLTP database and a data
warehouse before moving on to explain, with the aid of a suitable diagram, how ‘fact’
tables and ‘dimension’ tables can be used to develop ‘star’ and ‘snowflake’ schemas.
5 Marks
(Approximate word-count 1,000 words)
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Task 2 – 25% (Covers Learning Outcome 4)
NOTE: When answering the following tasks, you should frame your answers with regard to this
specific organization and their specific needs. Some general background is fine but keep your
discussion focussed on the supplied case study at all times.
The chief executive and board of directors of the above company now have an understanding
of what a data warehouse is and what advantages it can bring them. However, your next task
is to explain to them exactly how all that data held in their new data warehouse can be
manipulated, analysed and presented so as to bring maximum business intelligence and thus
competitive advantage. This means introducing two new techniques to your client…
(a) Explain the key concepts and architecture underpinning OLAP and the advantages and
disadvantages of OLAP as compared with OLTP systems. What specific benefits will
your client gain?
8 Marks
(b) With the aid of a suitably annotated diagram, explain what a ‘data cube’ is and describe
the six functions that may be applied to such a data cube in order to discover new
business intelligence. How will these functions be used by your client?
9 Marks
(c) Data Mining is another BI technique. Explain how it differs from OLAP. Carefully explain
the statistical approaches and models used in data mining, including how they are
validated, and the specific steps the client’s IT department must take to implement a
data mining project.
8 Marks
(Approximate word-count 1,000 words)
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Task 3 – 25% (Covers Learning Outcome 1 and 2)
NOTE: When answering the following tasks, you should frame your answers with regard to this
specific organization and their specific needs. Some general background is fine but keep your
discussion focussed on the supplied case study at all times.
The CEO and IT Director of your client company are keen to ‘future-proof’ their substantial
investment in a new database system and to that end wish to incorporate the non-relational
features of object-orientation and multi-media into their data platforms. As their database
expert, they are looking to you for guidance.
(a) What is an ‘object’ and what are the key features and benefits of using objects in a
relational database? What differentiates an O/RDBMS from an OODBMS?
5 Marks
(b) Using appropriate annotated diagrams (such as UML class diagrams), develop a set of
objects for this particular client.
10 Marks
(c) What does the term ‘multi-media’ mean, what is a multimedia database management
system (MMDBMS) and what are the components of a MMDBMS?
5 Marks
(d) Discuss some possible applications and types of multi-media for this client. As
explained in the final task, the company are keen to expand across the globe and are
thus particularly interested in geographical multi-media data. Explain what a GIS is.
5 Marks
(Approximate word-count 1,000 words)
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Task 4 – 25% (Covers Learning Outcome 5)
NOTE: When answering the following tasks, you should frame your answers with regard to this
specific organization and their specific needs. Some general background is fine but keep your
discussion focussed on the supplied case study at all times.
One of the key strategic goals of the board is corporate expansion. This will necessitate the
opening of new regional offices, probably across several different countries. A major concern
of the CEO is that the underlying IT infrastructure may not be able to support this ambitious
business plan. You have been asked to brief the CEO and board on the opportunities and
practicalities of implementing a distributed database system (DDBMS).
(a) With the aid of a suitably annotated diagram, explain the fundamental concepts,
principles and architecture of a DDBMS.
10 Marks
(b) Describe and illustrate how the following DDBMS implementation techniques may be
employed with this client:
• Replication (Active & Passive)
• Fragmentation & Partitioning
• Transaction Management and Two-Phase Commits
15 Marks
(Approximate word-count 1,000 words)
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Formative Feedback
You have the opportunity to submit a draft of your work to receive formative feedback.
The feedback is designed to help you develop areas of your work and it helps you develop
your skills as an independent learner.
Your work must be submitted to the tutor of the module no later than two weeks prior to the
assessment submission date. This is to allow time for you to reflect on the feedback and draft
your final submission.
Formative feedback will not be given to work submitted after the above date.
Guidelines
You MUST underpin your analysis and evaluation of the key issues with appropriate and wide
ranging academic research and ensure this is referenced using the AU Harvard system.
The My Study Skills Area on iLearn contains useful resources relating to referencing.
You must use the AU Harvard Referencing method in your assignment.
Additional notes:
Students are required to indicate the exact word count on the title page of the assessment.
The word count excludes the title page, tables, figures, diagrams, footnotes, reference list
and appendices. Where assessment questions have been reprinted from the assessment
brief these will also be excluded from the word count. ALL other printed words ARE included
in the word count See ‘Word Count Policy’ on the homepage of this module for more
information.
Submission Guidance
Assignments submitted late will not be accepted and will be marked as a 0% fail.
Your assessment should be submitted as a single Word (MS Word) or PDF file. For more
information please see the “Guide to Submitting an Assignment” document available on the
module page on iLearn.
You must ensure that the submitted assignment is all your own work and that all sources used
are correctly attributed. Penalties apply to assignments which show evidence of academic
unfair practice. (See the Student Handbook which is on the homepage of your module and
also in the Induction Area).
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Assessment Criteria (Learning objectives covered – all)
Level 6 study represents the student’s increasing autonomy and independence in relation to their knowledge, understanding and skills. At Level 6, students are expected to
demonstrate problem solving skills in both practical and theoretical contexts. This should be supported by an understanding of appropriate theory, creativity in expression and
thought based on independent but informed judgments. Students should demonstrate the ability to seek out, invoke, analyse and evaluate competing theories and claims to
knowledge and work in a critically constructive manner. Work at this level is articulate, coherent and skilled.
Grade Mark
Bands Generic Assessment Criteria
First
(1)
80%+ An exceptional knowledge base exploring and analysing the discipline, its theory and any associated ethical considerations. The work demonstrates extraordinary
independence of thought and originality. There is exceptional management of learning resources and a high degree of autonomy is demonstrated which goes above and
beyond the brief. The work demonstrates intellectual originality and creativity. Writing is exceptionally well structured and accurately referenced throughout. Where
appropriate, outstanding professional skills are demonstrated. The work is original and with some additional effort could be considered for internal publication.
70-
79%
An excellent information base within which the discipline is explored and analysed. There is considerable originality in the approach and the work demonstrates confidence
and autonomy and extends to consider ethical issues. Learning resources have been managed with exceptional confidence and the work exceeds the assessment brief.
Writing is exceptionally well structured and accurately referenced throughout. Where appropriate, an excellent level of professional skills are demonstrated and the work
demonstrates a high level of intellectual and academic skills.
Upper
second
(2:1)
60-
69%
A very good knowledge base which explores and analyses the discipline, its theory and any associated ethical issues. There is evidence of some originality and
independence of thought. A very good range of learning resources underpin the work and there is clear evidence of self-directed research. The work demonstrates the
ability to analyse the subject and apply theory with good academic and intellectual skills. Academic writing skills are good, expression is accurate overall and the work is
consistently referenced throughout.
Lower
second
(2:2)
50-
59%
A satisfactory understanding of the discipline which supports some analysis, evaluation and problem-solving within the discipline. There may be reference to some of the
ethical considerations. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are good and accurate overall and
the work is planned and structured with some thought. Professional skills are satisfactory (where appropriate). The work may lack originality but academic and intellectual
skills are moving into the critical domain. The work is referenced throughout.
Third
(3)
40-
49%
Basic level of performance in which there are some omissions in the understanding of the subject, its underpinning theory and ethical considerations. There is little
evidence of independent thought and the work shows a basic use of sources and materials. Academic and intellectual skills are limited. The work may lack structure
overall. There are some difficulties in developing professional skills (where appropriate). There is an attempt to reference the work.
Marginal
Fail
30-
39%
A limited piece of work in which there are clear gaps in understanding the subject, its underpinning theory and ethical considerations. The work shows a limited use of
sources and materials. Academic and intellectual skills are weak and there are errors in expression and the work may lack structure overall. There are difficulties in
developing professional skills (where appropriate). The work lacks original thought and is largely imitative.
29%
and
below
A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations. The work shows little evidence in
the use of appropriate sources and materials. Academic writing skills are very weak and there are numerous errors in expression. The work lacks structure overall.
Professional skills (where appropriate) are not developed. The work is imitative.

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