Exam Case - Sea Forest Seaweed can change the world - that's what Sea Forest founder and CEO Sam Elsom believes. In fact, after running a successful clothing label for a number of years, Sam packed it all in to grow seaweed, which is the main operation at Sea Forest. Why is Sea Forest growing seaweed? The seaweed cultivated by Sea Forest is called Asparagopsis. It is a red seaweed native to Australian Coastal waters. Sea Forest is the first to cultivate this seaweed at a commercial scale through both marine and land-based aquaculture. The main incentive for growing Asparagopsis is its effectiveness in reducing the production of methane (a greenhouse gas) in ruminant livestock, including cattle and sheep. It is claimed by Sea Forest that "animals whose diets contain 0.2% Sea Forest's [Asparagopsis] supplement will have methane reductions up to 98%", according to a recent scientific publication". This could drastically impact the effects of climate change. What is Sea Forest's Current Focus? In the early days, Sam focused on perfecting his product. However, the business is now starting its "rapid growth" phase. Because of this, Sam is focusing on three things: 1. Growing as much Asparagopsis as possible, 2. Developing a network of farmers that will pay to use its supplement product, and 3. Growing awareness of the benefits of Sea Forest's Asparagopsis supplement amongst major meat purchasers including supermarkets and restaurants, so that they may preferentially purchase product that has been fed Sea Forest Asparagopsis supplements. What does Sea Forest Need? To do this, Sam knows that he needs Business Intelligence on every aspect of his business, from the growth rates of Asparagopsis in different environments, to the preferences of potential primary and secondary customers, including livestock farms and the customers who purchase from those farms. The three objectives in the current focus of Sea Forest, as stated in the exar case, ware basad en Business Intelligence that informs the company about what their potential customers @ivestock farm operators, restaurants, and consumers) want. Such Business Intelligence were obtained by careful analysis of various data collected from Sea Forest's business transactions and market research efforts a. In one sentence, based on the context of the exam case, suggest what Sea Forest's Business Intelligence may have informed them about what its potential customers want, which results in Sea Forest's current operations. (Hint: For example, LUSH operates in their current mode because their Business Intelligence suggest that their potential customers are "committed to ethical buying and are obsessed with the purity of handmade items".) (2 marks) b. For the Business Intelligence suggested in your answer to part a, suggest TWO transactions where Sea Forest may have obtained the relevant data to generate such information. Also state what relevant data were obtained in EACH transaction. (8 marks) c. For EACH of the two transactions suggested in your answer to part b, suggest a relevant specific TPS that can be used to process the transaction or capture the relevant data. Describe how such data is captured with a specific made-up example. (5 marks)