The document provides an analysis of the "My Spot" application, which allows drivers to search for and book parking spots in advance. It discusses the business vision, industry analysis using Porter's Five Forces model, target customers and their needs, the product/service offering, key suppliers and partners, differentiation strategy, important business processes for customer complaints and system updates, and core application functionalities such as managing customer feedback. The overall attractiveness of the parking application industry is assessed to be low due to high threats from substitutes, buyers, suppliers, new entrants and rivalry among existing competitors.
The document provides an analysis of the "My Spot" application, which allows drivers to search for and book parking spots in advance. It discusses the business vision, industry analysis using Porter's Five Forces model, target customers and their needs, the product/service offering, key suppliers and partners, differentiation strategy, important business processes for customer complaints and system updates, and core application functionalities such as managing customer feedback. The overall attractiveness of the parking application industry is assessed to be low due to high threats from substitutes, buyers, suppliers, new entrants and rivalry among existing competitors.
The document provides an analysis of the "My Spot" application, which allows drivers to search for and book parking spots in advance. It discusses the business vision, industry analysis using Porter's Five Forces model, target customers and their needs, the product/service offering, key suppliers and partners, differentiation strategy, important business processes for customer complaints and system updates, and core application functionalities such as managing customer feedback. The overall attractiveness of the parking application industry is assessed to be low due to high threats from substitutes, buyers, suppliers, new entrants and rivalry among existing competitors.
The document provides an analysis of the "My Spot" application, which allows drivers to search for and book parking spots in advance. It discusses the business vision, industry analysis using Porter's Five Forces model, target customers and their needs, the product/service offering, key suppliers and partners, differentiation strategy, important business processes for customer complaints and system updates, and core application functionalities such as managing customer feedback. The overall attractiveness of the parking application industry is assessed to be low due to high threats from substitutes, buyers, suppliers, new entrants and rivalry among existing competitors.
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INFOSYS.110 BUSINESS SYSTEMS:
DELIVERABLE 2: BUSINESS SECTION 2014
Name Sherry Sun NetID ssun995 Group Number: 213 Website Link: http://infosys1102014group213.blogspot.co.nz/p/d1.html Tutorial Details Tutor: Day: Time: Yvonne Thursday 10am Time Spent on Assignment: 18 hours Word Count: 1646
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2 MY SPOT APPLICATION ANALYSIS INTRODUCTION A local, and global, issue drivers have in common is often in relation to car parking. Too much time is often wasted in the process of trying to find a carpark, whether it is to park to get groceries, to work or and even special events. With an increasing number in car owndership nowadays this problem becomes more and more of an issue. [1]The Mt Stop application offers an easy and convenient solution to this problem by allowing drivers to search, locate, and book a car park so they can be gauranteed a space ready for them when they arrive; to same them time and have a stressfree experience. 3. BUSINESS SECTION 3.1 Vision To provide a fast, convenient and stress free experience where users can park their vehicles and get on with their lives. 3.2 Industry: Carpark Networking Application Industry Force: High/Low: Justification: Buyer power: High There are many other siimilar applications available on the market for buyers to choose from that offer similar services. Eg. AA Parking, [2] ParkMate [3] Parkopedia. [4]These apps offer similar services such as displaying where nearby carparks are and displaying suseqent prices. Therefore customers have a wide range of apps to choose from which means they have a lot of power. Supplier power: High In the application field, supplier power is high as there are only a limited number of choices of
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3 application purchasing sites offered, eg Apple app store, Android and Google. And since the goal is to market the product for most of the population, coverage over these specific selling points are essential. In the transportation field, supplier power is high as we need information, updates and access to the systems of major carparks. We cannot choose which carparks to obtain information from especially the larger carparks such as Downtown Carpark, or Victoria St carpark as customers will be searching for these most frequently and it is hard to locate alternative supply resources. Threat of new entrants: High It is easy for other companies to enter into the market as the amount of entry barriers is quite low as it does not require much knowledge, time or money to start up the business. And as car ownership and phone usuage increases internationally, more and more businesses will try to enter into the market. [5] Threat of substitutes: High Drivers can find other ways to park their vehicle such as renting a carpark for a period of time or just manually finding a carpark the old fashioned way. Other substitue solutions could be can take the bus or other forms of public traport. And it can be seen that this is being done already with an already increasing number of up to 4 percent over the last year, of Aucklanders using public forms of transport for various other reasons such as cost, efficiency
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4 and environmetal reasons too. [6] Rivalry among existing competitors: High The networking and technology industry is ever- growing and advancing so it is easy to develop an upgrade and obtain the first mover advantage with these small upgrades such as more appealing or eye catching icons but this competitive advantage is typically temporary as competitors are quick to copy these competitive advantages and therefore the rivalry amongst these competitpors are constant and high. Overall attractiveness of the industry: This industry is not attractive overall since all the five components of Porters Five Forces Model are high. When this occurs it gives us a pretty good indication of potential treats and problems that might be encountered.
3.3 Customers and Thei r Needs Customers are often trying to find a carpark but so much time is often wasted. We recognise and understand that drivers, and passengers, and humans in general are always on the hunt for the most convenient, time and energy saving solutions. Our target population therefore is essentally the majority of the the population as this problem not only effetcs drivers, but passengers too. Our app can be tagrgeted at those who either drive or are driven in vehicles and in the posession of a smart device These two requirements are becoming more are more prevalent in the modern society with an expected increase of 61.1% to 69.4% in mobile phone penetration of the global population. [7] and with around 15,000 extra cars joining Aucklands roads every year, [8] this problem is becoming more critical. Apps such like My Spot help address this problem and benefits users by provding a service that will benefit both them and surrounding users as well. 3.4 The Product and Service
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5 The My Stop app allows users to create a secure login account with their details and then available carparks around their region of choice with display nearby carparks and their availability. Users can then select the preferred time slot in their selected buildling and once the payment is confirmed, a confirmation email will be sent to the user to ensure a stressfree and reliable service, leaving the customer satisfied and become a returning customer or even recommend the app to others. Various safety nets are also put in place such as carpark security censors to ensure the servie runs as smootly as possible. 3.5 Suppliers and Partners The two suppliers are the bank branch and software devlopers. The bank offers services that ensures money and transactions are correctly transferred from customer to business accounts with the correct rates of interest or loans for optimal profits. Software devlopers are used for their software networking skills in the devlopment of the app and new features or upgrades that are required from time to time and to also support the systems and processes required for the app to run smoothly. The two partners are the carpark main systems and the App stations. A partnership with major caparks allows us to retrieve the essential information we need in order to update our apps in real time while we help raise the popularity and ulitmately, the usage of these carparks with increase in earnings in return. A partnership with app station means we are ensured the publicity and are provided with an a medium to sell our service while the obtainement or our services means the visiting of these stations which increasing the hits of these stations and their earnings as a result as well. 3.6 Strategy: Differentiation The overall strategy is differentiation; a high cost strategy aimed at a broad market. Our stretegy involves higher costs as we aim to deliver a premium service that allows our users to experience a unique service. Our services are offered to the broader market as opposed to the narrow market since now that we have up to 15, 000 extra cars joining Auckland roads every year, the problem applies to a broader market as many now own a smart device and relate to a private vehicle.
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6 3.7 Value Chain Activity: Service after sale The most important value chain activity for this business is service after the sale of our app. As we want to improve customer satisfaction, we want to make sure our cutomers want to keep using our app after their first experience and even recommend others. Since engaging customer is one of the most impornant goals for a business we aim to provide a stress free experience as promised from our vision statement. Our differnetiation strategy also means that the broad market can access and provide us with a wide range of views and feedback to help improve our services and help with competitive advantages, 3.8 Business Processes 3.8.1. CUSTOMER COMPLAINTS PROCESS Various froms of feedback are available for users to express their thoughts and opinions on our services. Questionaires, online app rates and comments allow us to sort the feedback to send though the relevant information to specialised system areas to be sorted and improved to ensure customer satisfaction.
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7 CUSTOMER COMPLAINTS PROCESS 1 MODEL
start Send feedback questionnaire to customers Receive feedback evaluation Is the feedback useful or not delete NO Arrange information YES Send to customer service department End Evaluation team Evaluation team Analysis team Analysis team Customer Service Customer Service
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3.8.2. UPDATING AND MAINTENANCE PROCESS The feedback that is stored in the maintenance system will be checked monthly to make sure of any updates required. If so, it will be sent to maintence for testing and improvement and if results come out positive and successful then the change will be made. UPDATING AND MAINTENANCE PROCESS 2 MODEL start Monthly checking software support system Need to maintenance Or Not Need to updat Or Not NO Send to maintenance YES NO Send to update YES Testing Is it good Or not NO End YES IT department IT department
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9 3.9 Functionalities 3.9.1. MANAGING CUSTOMER COMPLAINTS PROCESS Recover and value feedback from past users and customers through ratings comments and questionares. Analyse and arrange information to send to analysis team and cutomer servce department. 3.9.2. UPDATE AND MAINTENANCE PROCESS Check service features are running smoothly and update any new features from new information. Advertise new updates features to draw in past customers and new customers. 3.10 Systems
3.10. 1. CUSTOMER COMPLAINTS SYSTEM This system focuses on the collection of feedback from customers as it is an important aspect of our value chain activity of service after sale. The recovery of this data from our various forms of feedback opportunities allow for analysis of the important information to ensure we hear and satisfy our customers needs to the parking problem. 3.10. 2. UPDATE AND MAINTENANCE SYSTEM This system focuses on the checking of features of the service and to ensure its smooth running, with additional updates to be added to improve our services from the valuable feedback collected . This ensures that our services are as fast and convenient as out vision states. 3.10. 3. CUSTOMER SERVI CE SYSTEM This system focuses on the obtainment and recruiting of new customers. With the new and improved featured updated from the maintenace system that is backed up from the sorted infromation, these new featured can be advertised to prove to our exsiting customers that we listen to their needs and wants and satisfy accordingly. This level of high serivce also leaves our customers coming using our services again and maybe even recommend the app to others.
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10 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Service After Sale 1. Managing customer complaints process 1. Recover valuable feedback from past customers through ratings, comments and questionares.
2. Analyse and arrange information to send to analysis team and cunstomer service department.
Customer complaints system
TPS
2. Update and maintenace process 1. Check service features are running smoothly
2. Advertise new featrures to draw im older customers and newer customers.
Update and Maintenace systems
Customer service systems
TPS
CRM
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11 CONCLUSION Though the analysis of the strategy, main value chain activity and business proccesses involved in the My Spot app, it can be seen that information technology and information systems play a major role in the innovation and success or a business. With a value chain activity such as service after sale we can be sure to analyse all our functions and processes with these two main components to make sure our application really does provide a fast, convenient and stress free experience where users can park their vehicles and get on with their lives.
REFERENCES
1. Cars. by Chamon. Mauoro and Okawa. Retrieved from http://people.virginia.edu/~yo3t/wp/cars.pdf (Figure 1a and 1b)
2. Application Store advertising app https://play.google.com/store/apps/details?id=com.theaa.android.parking. 3. Application store advertising app http://www.wilsonparking.co.nz/go/parkmateand
4. Application store advertising app http://www.parkopedia.co.uk/about-us/. 5. About parking http://www.parking-net.com/about-parking 6. http://fairfaxmedia.newspaperdirect.com/epaper/viewer.aspx 7. Smartphone users worldwide by anonymous http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175- Billion-2014/1010536 8. ( Auckland Council. Chapter 13 Aucklands Transport. The Auckland Plan. Retrieved from http://theplan.theaucklandplan.govt.nz/aucklands-transport/ ).