This document describes a proposed solution to difficulties finding parking in city centers. The solution is an electronic system that uses sensors in parking areas and smart devices to help drivers locate available parking before arriving at their destination. It discusses the business aspects of the solution such as the industry, customers and their needs, product/service, suppliers/partners, cost leadership strategy, and key business processes and systems.
This document describes a proposed solution to difficulties finding parking in city centers. The solution is an electronic system that uses sensors in parking areas and smart devices to help drivers locate available parking before arriving at their destination. It discusses the business aspects of the solution such as the industry, customers and their needs, product/service, suppliers/partners, cost leadership strategy, and key business processes and systems.
This document describes a proposed solution to difficulties finding parking in city centers. The solution is an electronic system that uses sensors in parking areas and smart devices to help drivers locate available parking before arriving at their destination. It discusses the business aspects of the solution such as the industry, customers and their needs, product/service, suppliers/partners, cost leadership strategy, and key business processes and systems.
Name Yan Ziyu NetID hyan917 Group Number: Group273 Website Link: http://infosys110group273.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Yvonne Hong Thusday 10am Time Spent on Assignment: 30 hours Word Count: 1421
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2 AN EXCELLENT SOLUTION TO THE DIFFICULTIES IN FINDING CARPARKS IN CITY CENTRES INTRODUCTION Have you ever got annoyed when you cannot find a place to park your car but you rush to do something very important? This is quite a common situation happening in the CBDs of many big cities around the world, including London,Sydney,Shanghai,HongKong, and so on.Though this problem has not yet appeared to be very serious and obivious in Auckland CBD; however,as the city develops and the population increases, difficulties in parking can gradually become a more and more important issue for Auckland.We have identified a solution which builds up an electronic system that helps drivers know where they can park their cars prior to their arrivals by sending detailed locational information to pleples smart phones or other smart devices, so that people can save plenty of time without being anxious or worried whereas less traffic congestion and less traffic pollution will be incurred on a whole. 3. BUSINESS SECTION 3.1 Vision To effctively wipe out the trouble of having difficulties in find a car park in CBDs for people in big cities all around the world. 3.2 Industry Analysis: Software and Inforamation(SaaS) Industry Industry: Software and Information (SaaS) Indusry. We have created a software that supports a central electronic system for all users.This system can help drivers to identify their potential car parks before their arrivals in CBDs through sending message to peoples smart devices.Therfore, less time will be spent on looking for car parks.
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3 Force: High/Low: Justification: Buyer power: High Customers can have many choices in software industry. Nowadays the buyers possess a vast amount of bargaining power almost in all industries due to the intensifying level of competition. There are several big global players in software industry such as IBM, Microsoft and SAP, as well as, many other small local companies that compete with us in direct and indirect ways. Many of these companies offer the customers to cover the switching costs and this fact further increases the customer bargaining power. (Dudovskiy,2012) Supplier power: Low The supplier bargaining power is low, due to the fact that information technology industry in general, and software segment is particular is highly competitive and a large number of companies and suppliers operate in this industry (Dudovskiy,2012). Threat of new entrants: High The threat of new entrants to the software industry can be described as high. This is because the amount of financial resources required for entering the industry are not significant (Dudovskiy,2012). Threat of substitutes: low The threat of substitute products and services is low because the range of direct
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4 and indirect substitution for a service offered by a company that includes business intelligence, data warehousing, insurance and a wide range of software applications is very limited. (Dudovskiy,2012). Rivalry among existing competitors: High There are many rivals for our company. Global rivals include IBM, Microsoft and SAP, and there are also many local companies of smaller sizes competing with us with varying degree of efficiency. (Dudovskiy,2012). Overall attractiveness of the industry: Overall attractiveness of the industry is moderate. There are high buyers power,high threat of new entrants and high rivalry among existing competitors, while supplier power and threat of substitutes can be low in the software indusrty. 3.3 Customers and Thei r Needs Our targeted customers are peolple who often need to park their cars in CBDs but do not have a fixed car park.These people can include students,office workers who are new to work in CBDs,or people who often run affairs in CBDs,etc. Often, they are urgent in the demand of finding a place to park their cars,or they will be late for work or delay the work. 3.4 The Product and Service Our product is a software that provides service to customers by sending them mappable information of car parks which are available for the drivers before they arrive destinations in CBDs. People just connect to our service when they have needs to park cars several minutes
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5 prior to their arrivals and they can receive the detailed parking information through smart devices, like iPones or iPads.There may be serveral options on the map,but we will also indicate which is the nearest one. 3.5 Suppliers and Partners The examples of ou suppliers are difficult to identified in this case.However,we can say that manufacurer of sensors and other software companies are suppliers of our business. Our partners can include the government and parking companies.With the support of the government,like help prompt our business and allow us to install sensors at most of parking areas.Our solution will only work effectively when all car parks are armed with sensors and a large scale of people are involved in our system. In addition, parking companies will be our partner,because we also need to install sensors on the parking areas controlled by parking companies. 3.6 Strategy: cost leadership Our competitive scope is broad market and our cost strategy is low cost.First of all,as our vision states,we aim to wipe out the problem of difficult to find a car park. This difficulty exists almost in every big cities for thousands of people, we want popularize our product to all people who have this trouble. So our competitive scope is broad market.In addition,our primary aim is to solve the problem,so we want to make it affordable to everyone.We use low cost strategy so that more people can access to our product and sevice.We have a prepayment plan which will function like data plan in telecommunication industry. Ultimately, our strategy is Cost leadership. 3.7 Value Chain Activit y: Deliver the service One of the most important value chains of our company is to deliver the service to our customers. Valued is added when customer received our service, find a place to park the car and get satisfied. As our vision states, we are aiming to eliminate the trouble of difficult to find a car park in CBDs all over the world. We use cost leadership strategy to make our service affordable so that more people can access to our service. People need to finish registration first and then they will be recognised as one of our members by the central information system. When they need to park their cars, they just get connected with central
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6 system through their smart devices and the central system will keep track of them until they have found a car park. Our service has therefore delivered and value has added then.
3.8 Business Processes: 3.8.1. CUSTOMER REGI STERING PROCESS Since we collect fees based on a prepayment system, like data plan for mobile phone. Customers can register in our company through the Internet or come to our general office. Once people have successfully register and prepaid a certain amount of money for a least 3 months will be recognised as a member of our company can access our service. Our system will serve all of our members within their term of validity.
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7 BUSINESS PROCESS 1 MODEL
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8 3.8.2. REQUEST PROCESSI NG PROCESS - A person who intend to park his or her car somewhere in the CBD can send requests to us a few minutes before his or her arrival through any smart devices. Each car park in the CBD will be armed with a sensor that tells the central electronic system whether it is available or not. When we receive the customers request, the central electronic system will search for all possible car parks near the point according to the information each car park has sent and we will highlight the best option for the driver on a map. Then the message will be sent back to the driver showing on the smart devices screen. Also, the information is not static; only if the drivers smart device keeps connected to us, the system will continuously renew the information and send the newest available car parks. Our system will follow the track of the driver until he or she has found the car park.
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9 BUSINESS PROCESS 2 MODEL
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10 3.9 Functionalities 3.9.1. CUSTOMER REGI STERING PROCESS To collect customer information To recognise who are prepaid customer so that we can provide them with service accurately 3.9.2REQUEST PROCESSING PROCESS To deliver the service to the customer by processing their request and sending them back the map inforamtion. To receive and process information sent from each sensor from each car park.
3.10 Systems
3.10. 1. CUSTOMER I DENTIFYING SYSTEM The customer identifying system will check whether a person is our member and whether the person is within the term of vadility of his or her prepayment, therefore the system can decide whether to deliver the service or not. Throrugh this system, we can make sure that our charge for service is in order ,so that we can provide better service for our customers. 3.10. 2PARKING INFORMATION PROCESSING SYSTEM The parking inforamtion processing system is a crucial system in our business. This system both collects message sent from all sensors at car parks and proccesses the information all the time. In this way,whether each car park is available or not will be recognised by the system.So when there is a parking request,the request analysing system will collect information from this systemto get car park availability. This functional system can help us to solve parking problem more efficiently and more effectively. 3.10. 3. REQUEST ANALYSI NG SYSTEM Request analysing system is where we really get touch with our customers. The customer sends his or her parking request and identify the destination to us,the system will analyse it and collect information from parking inforamtion proccessing system to check the availablity of appropriate car parks, then
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11 relevant available points will be shown on a map and sent back to the driver.This system is crtical to solve the problem and to serve our vision.
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12 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Deliver the service 1. Customer registering process 1. Collect customer information.
2. Recognise who is our customer has prepaid. Customer registering system
Customer identifying system Customer relationship management System
Transaction processing system 2. Request processing process 1. Receive and analyse information of customer requests.
2. Deliever service to customers by getting connected with them and proving them with parking information. Request analysing system
Parking inforamtion proceesing system Decision making system
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13 CONCLUSION Our company is aiming to elimiating the trouble of difficult to find a car park in CBDs,which is a more and more serious problem in many big cities around the world. Since our business in the software and Information(SaaS) industry, we address the problem with the use of IS.We set up a central electronic system which can both receive the information sent from each car park and the request by customers.It deals with all this inforamtion at the sasme time and send back the car park information to the drivers accurately in time to ensure that people can find a parking place easily without wating much of time. So that people will be satisfied and many other problems such as traffic congestion and pollution will be addressed as well.Therefore, value is added. REFERENCES
1. Baker, MJ & Hart, S. (2007) The Marketing Book Butterworth- Heinemann 2. Coad, A. (2009) The Growth of Firms: A Survey of Theories and Empirical Evidence Edward Elgar Publishing. 3. Hill, C & Jones, G, 2009, Strategic Management Theory: An Integrated Approach, Cengage Learning 4. Klopper, H.B. (2006) Marketing: fresh perspectives Pearson Education 5. Porter M. (2004) Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, London 6. Johnson. G, Scholes. K, Whittington. R. (2006) Exploring corporate strategy, Seventh Edition, Prentice hall, UK