Decision-Making Process in Small Medium Enterprise: Application of Business Analytics Methodology and Linking Model

The popularity of business analysis has increased rapidly in the last decade and presents a challenge for organizations to understand how to use it achieve business goals and create a competitive advantage. The object of this research is the NAH Project, which is a small-medium enterprise. They overwhelmed to complete the targets and also had difficulty in making strategies for the future to maintain their revenue. They must find out what's popular or trends, optimizing prices for competitive advantage, finding what will be sold next, etc. through business analytics. In developing business analytics capabilities, they must know what kind of data that helpful and meaningful for them to know the customer expectation. In this research the approach of Business Analytics Methodology (BAM) combined with Linking Model. BAM has four stages: problem situation, business model mapping, analytic leverage, and analytics implementation. Linking model also has four layers' hierarchy: process map, decision, analysis, and data items. Both of approach used to explore the problem that occurs and helps the company to make a decision using data items. The research findings are the 34 types of data needed by the NAH Project in developing business analytical skills to enhance their competitive advantage.