Name Hyun Young (Jenny) Lee NetID hlee731 Group Number: 251 Website Link: http://infosys1102014s1group251.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Kit-Wah Huang Wednesday 1pm Time Spent on Assignment: 18 hours Word Count: 1623
2
2 BIKE AWARE Introduction As the population increases, the roads become more congested, therefore the roads should become a safer place for all citizens to reduce the number of motor vehicle crashes. Motorcycle riders are 16 times more likely to be killed or injured than other drivers as stated in the report by the Ministry of Transport (2013), because they are distinctively smaller and less protected on the road. A solution to aid in the awareness and prevention of motorcyclist crashes is Bike Aware. A device installed onto motor vehicles which receive detects the motorcyclists position from the motorcyclists device to the motor vehicles device when it is within the range. 3. Business section 3.1 VISION Creating a safer environment for motor vehicle drivers by raising awareness of motorcyclists on the road using information technology as life is too high a cost to pay. 3.2 INDUSTRY ANALYSIS: ROAD SAFETY MOTORCYCLE DETECTION DEVICE INDUSTRY
Forces: High/Low: Justification: Buyer power: Low There are not many suppliers for detection devices for motorcycles to customers in the market. The few numbers of firms would have the majority of the market and as the customers would not have many choices to choose from, the buyer power would be low. Supplier power: Low There are many suppliers for parts for the device, software designers as there are many GPS companies
3
3 on the market already. Some examples coule be Bosch, Navman and Garmin. The businesses can select their supplier, giving them low supplier power as they can swtich anytime to another supplier to suit their product or budget (Bosch, Navman and Garmin (n.d.)). Threat of new entrants: High The use of satellite navigation and positioning technology in the world is rapidly growing in popularity and is a strategic emerging industry stated by Hong (2013). As this industry is becoming more attractive, more firms may start up in the future to take advantage of this trend. Threat of substitutes: Low For consumers there are not any substitutes for motorcycle detection techonology available for them. The only substitute is to manually check your surroundings to personally detect the motorcycles and vehicles. Rivalry among existing competitors: Low There are a number of firms under the motorcycle saftey device industry however, the functionalities are all varied. The rivalry itself Is quite low. Overall attractiveness of the industry: The attractiveness of this industry is high, with the right innovative idea of a new tracking device, a first-mover competitive advantage can be made and dominate the market share before other firms enter this industry as there is a bright future with technology. 3.3 CUSTOMERS AND THEIR NEEDS The target customers would be bus companies, large vehicle companies and the individual motorists. Bus companies would be the first users of this device as they would allow a structured trial of the product. As large vehicles have larger blind spots the motorcyclists are at higher risk around them (New Zealand Transport Agency, 2009). They would need further assurance of the
4
4 motorcyclists position around them. The final step would be to implement this device to all motor vehicles as all drivers need to feel confident to drive on the road without any accidents as 60% of crashes involved multiple vehicles between 2008 and 2012 on New Zealand roads. All the drivers on the roads are affected and are the target customers, they need assurance of safety of all individuals on the road. 3.4 THE PRODUCT AND SERVICE The device would lead to a safer journey on the road. As all drivers will become more aware and cautious while informed of their surroundings, this would sharpen up their senses and many accidents can be prevented. The device can be trusted and with assurance of safety, the drivers would be more confident travelling on the roads with other motorcycles and motor vehicles. 3.5 SUPPLIERS AND PARTNERS Suppliers would include software designer companies, to design the software of the tracking device. To make sure the product actually functions accurately. For example, the Australasian company Navman, a GPS company could supply the gps tracking software as they specialise in the designing, developing and manufacturing products. Another supplier could be a company whom makes parts for the device. For example Bosch, who distriubte a wide range of parts to their customers and the device can be assembled with the parts supplied by Bosch. Partners would include the bus company and the large vehicle companies to aid in the introduction of the device onto the roads. The bus companies that are managed by Auckland Transport would be a good partner to start up the product distribution. The feedback could be a key performance indicator to measure its success and activity on the road. Another partner could be a telecommunication companies such as Vodafone or Telecom to integrate their mobile services with this device to possibly offer this software to mobile devices in the future for expansion and convenience. 3.6 STRATEGY: COST LEADERSHIP Although Bike Aware is a new and innovative product to enter the market focusing on specific target markets first, the vision is the expand to all the vehicles on the road to create a safer environment for all, targeting a broader market. Furthermore, to encourage as many vehicles to implement this new device, a high cost should be avoided which is why the core strategy for Bike Aware should be cost leadership. The low cost would take away the burden and reluctancy to purchase the device.
5
5 3.7 VALUE CHAIN ACTIVITY: MARKET AND SELL The device requires technology and software design but the vision of this company is to increase awareness and to promote road safety to all the drivers and motorcyclists. Therefore, the marketing and selling the product is key. The device needs to become widespread so it achieves its goals in promoting road safety. Advertising must successfully portray its beneficial functionalities and low costs to attract all types customers, to gain interest in the broad market.
6
6 3.8 BUSINESS PROCESSES 3.8.1. - Device marketing process The key value chain activity is marketing and selling the product so to increase sales, appropriate advertisements must be used. Management can use key performance indicators of the number of sales before and after the marketing strategy can be used to judge its efficiency. If successful, the source of advertising can be developed, for example there could be different versions of television ads to promote the product and road safety. This strategy can continue the rising trend in sales until it becomes outdated or ineffective.
7
7 3.8.2. - Device Distributing Process The distributing process occurs when the orders are placed. The inventory levels must be checked to see if there is enough for the order. The devices stored in the warehouse after assembly are managed by the inventory management system and if there is enough inventory, the logistics department delivers the product to the customers. If there is a shortage, purchase requisitions must be made for the resources and materials needed to assemble the product to ensure there is enough inventory to meet customer demands.
8
8 3.9 FUNCTIONALITIES 3.9.1. Device marketing process Finding sources of advertisements (magazines, tv ads) Receiving feedback from customers (on the product and advertisements) 3.9.2. Device Distributing Process Transporting the product to the customers Check amount of inventory on hand 3.10 SYSTEMS
3.10.1. - Inventory management system Inventory management is essential in ensuring accuracy in numbers for the customers and for efficient supply chain management, from assembling, storing to distributing. The product is the main source of income therefore it is paramount to have a system to maintain the inventory to meet the customers demands and to shorten the cycle time. The vision is carried through their products to the drivers on the roads to encourage road safety. 3.10.2. - Customer feedback management system Feedback from customers on the marketing strategy is key to improving the current marketing process. The management system can gather information and help make decisions on how to develop their current strategy to steer towards their goal of raising motorcycle awareness to all drivers on the road. The feedback system could also be used for the device itself, so that decisions can be made to develop the product to meet the needs and wants of the customer and improve customer satisfaction. 3.10.3. - Delivery management system After the order has been placed for the devices by the customers, the distribution process begins. After the inventory has been checked and are ready the be sent, the delivery management system is in place to ensure the right amount of inventory is delivered in full,
9
9 on time and in spec to the correct customers location. This accuracy would impact the cycle time as it could shorten the delivering time.
10
10 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Market and Sell 1. Device marketing process 1. Find sources for advertisements
2. Gain feedback to improve marketing strategy
- Customer feedback management system - Decision Support System - Customer relationship management 2. Device distribution process 1. Know and maintain accurate number of inventory
2. Transport goods to the customer in full, on time and in spec.
- Inventory management system - Delivery management system - Supply Chain management - Transaction processing system
11
11 Conclusion With the current technology generation, the value of information systems and technology are increasing. In the world of technology, the tracking device industry is expanding with countless opportunities to create new products and services. It is necessary for businesses to keep up to date with the trends to meet customers needs and wants while helping out locally and possibly even globally. Bike Aware hopes to start to make beneficial changes locally using information technology efficiently and save lives on the road and promote road safety. REFERENCES
- Bosch. (n.d.). Materials Management & Procurement. Bosch in New Zealand. Retrieved from http://www.bosch.co.nz/en/nz/our_company_3/purchasing___logistics_1/materials_m anagement___procurement_1/materials_management___procurement_2.html - Garmin. (n.d.). Garmin | New Zealand | Products | Automotive Products. Retrieved May 22, 2014, from http://www.garmin.com/nz/products/automotive-gps-products - Hong, X. (2013). Satellite navigation services getting popular. China Economic Net. Retrieved from http://en.ce.cn/Insight/201311/21/t20131121_1787715.shtml - Ministry of Transport. (2013). Motorcyclists crash fact sheet [Statistical fact sheet]. Wellington: Author - NAVMAN GPS MAPPING. (n.d.). GPS Maps / GPS Software. Retrieved from http://www.navman.co.nz/car-gps-devices/mapping/ - New Zealand Transport Agency. (2009). About other road users. (n.d.). The official New Zealand road code for motorcyclists. Retrieved from http://www.nzta.govt.nz/resources/roadcode/motorcycle-road-code/about-other-road- users/sharing-the-road-with-trucks-and-buses.html
Operations Management in Automotive Industries: From Industrial Strategies to Production Resources Management, Through the Industrialization Process and Supply Chain to Pursue Value Creation