1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Kyungeun Ahn
NetID Kahn287
Group Number: 422
Website Link:
http://infosys1102014s1group422.blogspot.co.nz/2014/04/blog-
post.html
Tutorial Details
Tutor: Day: Time:
Mira Lee Friday 11am
Time Spent on
Assignment:
30 hours Word Count: 1798

2


2
PRE-ORDERING APPLICATION
INTRODUCTION
In thesedays, we can do almost everhting easily with technology and smart phones provide
us various functions with telcommnicational network systems. However we can still find
some technologically undeveloped area in our daily life such as a long queue at cafes and
restaurants. This causes inefficint use of time and always reduces customers satisfaction for
their services. However we can solve this problem using information system called pre-
ordering application. It is a mobile application that enables people to order foods before
they get into restaurants regardeless of brands as long as the brands that they are looking
for are registerd in this application system. Any businesses belonged to food service industry
can register in this application system and customers can order beforehand at anywhere by
using the application.
3.BUSINESS SECTION
3.1 Vision
To care customers and lead the worlds towards highest efficiency with innovative
technology and services.
3.2 Industry Analysis: pre-ordering application Industry
Industry: Pre-ordering application Industry. It is an industry that create smartphone
application for convenience of customers to assist them as well as food service industry.
Force: High/Low: Justification:
Buyer power: HIgh There are already lots of mobile applications
relating to ordering food and the typical example
of it is a businesss own mobile application that
enables useres to order foods by using the app so
people have variety of choices for which

3


3
applications they will use for the similar services.
Supplier power: Low The main supplier for this app is a mobile
application developer and there are lots of
developers in New Zealand and worldwide as
well. In 2012, there were about 67550 developers
in Android market and 186492 developers in
iTunes store and the number of app developers
keep increasing now.(Philipp Berner, 2012)
Therefore we have wide range of suppliers to
choose.
Threat of new entrants: High The average cost to develop an mobile
application is just US $6453 (NZ $7543)(Mark
Stetler, 2010) which is not very high cost at a
business point of view. Also there is no strict
regulation or restriction in this industry so it is
easy for new competitors such as new system
developers to enter the industry.
Threat of substitutes: HIgh This is because there are various ways to order
foods. People can also access to the websites that
provide similar services rather than using
application or they can order foods directly face
to face or call the shops to order. There are a lot
of substitutes for this industry.
Rivalry among existing
competitors:

High The competition in application development
industry is quite fierce and as there are already
many applications that provide this type of

4


4
services.
Overall attractiveness of the industry: All components of the five forces model except low
supplier power shows that this industry is almost perfectly unattravtive to get in. However
in spite of these, currently in New Zealand, there is no mobile application that has ordering
system for various businesses belonged to the food service industry in one application
system and enable users to pre-order for each different businesses at once by using the
application, therefore it has both competitive advantage and first-mover advantage.
3.3 Customers and Thei r Needs
Our target customers are anyone who have electronic devices who can download our
mobile application on their devices. This limits the numbers of our customers but we still
have wide range of customers as the number of smarthphone and electronic devices users is
rapidly increasing. According to statistics, over 2million New Zealanders now have
smartphones and 19% have tablet pc (Micahel Carney, 2013) so we can consider that all of
them are our potential customers. Our application may be attractive for them because all
people want something more convenient and they will find out that pre-ordeing by the
application is much more convenient and efficient way of ordering especially in terms of
time.(Avery Wiley, 2013)
3.4 The Product and Service
Our app will satisify the users needs for app in terms of efficiency and convenience since it
significantly increases time efficiency by reducing waiting time in a queue. Also it doesnt
only offer the ordering service for one business but numbers of businesses so that users can
make pre-ordering for several restaurants within only one app rather than accessing to each
businesss own mobile app to order therefore it provides more conveniece to them.




5


5
3.5 Suppliers and Partners
Our most important supplier is a mobile application developer. They will actually make the
application system that we request so our idea and plan for the app can be actualized.
One of our partner will be app stores such as Google play store and Apple App store.
Partnership with them enable users to access our app and helps our app to be more publicly
distributed as the Google Play Store for Android and the Apple App Store for iOS are the two
largest distribution channels for mobile apps, offering almost global coverage to a huge
potential audience (Jamie Giggs, 2014).The partnership will provide mutual benefit since the
app store also can get revenue by hosting our app on their stores as comission fees and
hosting fees.
Our most fundamental partner are businesses in food service industry such as cafes and
restaurants because in order for our application to be successfully operated, these
businesses should be registed in our app system with their menu so that app users can
order foods. This partnership will provide mutual benefit as the businesses can get a chance
to promote their business to wider range of people and get more customers through this
app. Also this convenient ordering system will increase their sales as people will be more
attracted to them.
3.6 Strategy: Cost Leadership
Our business will follow cost leadership strategy as our business need to target for broad
market with low cost in order to have wider market scope for our application. Since there
are many substitute for our app, we need to set the price as low as possible so that the price
is realtively competitive among substitutes and obviously as the price is cheaper, it is more
attractive for people.
The overall strategy is therefore cost leadership strategy.
3.7 Value Chain Activity: Service after the sal e
The most important value chain activity for this business is service after the sale.
Our application is designed to enable people to make pre-orders efficiently in more

6


6
convenient and easy way in order to increase satisfaction of customers. By focusing on the
service after the sale, we can achieve one part of our vision to care customers. Since our
strategy is cost leadership, We also need to be able to fulfill users satisfaction with low cost
while providing high quality services after the sale.

3.8 Business Processes
3.8.1. CUSTOMER FEEDBACK CAPPTURING PROCESS This process is important since the
ultimate purpose of our application is to offer more convenient service to users so getting
feedback and using it to improve our app is essential for our business to be successful. The
question and detail matching system matches users detail with the most appropriate
question to be answered for feedback and after the feedbacks are answered, the feedback
sorting system sorts data and automatically compiles statistics based on them by using
graph and diagram. Also the feedback participators details are automatically saved on the
customer base list and both of the datas are then sent to customer service department.


7


7
CUSTOMER FEEDBACK CAPTURING PROCESS MODEL
Start
Customer (app users) are
asked to provide
feedback after pre-
ordering foods
Accept to write
feedback?
Customers
answer
multiple
feedback
questions
Customers are asked to
provide feedback next
time
yes No
End
Customer Service
Department
Send sorted data
The customer's detail is
automatically saved on
customer base.
Feedback
sorting system
Send suggestion list
to each department
based on the
feedback
Question and
detail matching system
The system matches the user's
detail with the most appropriate
questions


8


8
3.8.2. UPDATING APPLI CATI ON PROCESS Updating application is an important part to fulfill
users satisfaction as it adds more valuable function on the app through updating. In this
process, the R&D department will get sorted information and follow the process to make
updates. If it is considered to be long-term project then the data will be sent to projects
analizing system to make analyzing charts based on the importance of the projects so that
we can recognize which projects we need to do first later on.

UPDATING APPLICATION PROCES MODEL
Start
Customer Service
Department
Research & Development
Department
Send sorted data and
Suggestion list
Short-term/ long-
term project?
Plan for the new
function for
updating the app
End
Short-term
project analyzing system
Long-term
Make analyzing
charts based on the
importance of
projects
Add function on the
app-updating
test


9


9
3.9 Functionalities
3.9.1. CUSTOMER FEEDBACK CAPTURING PROCESS
Collect customer (users) feedback.
Sort out the collected feedback into approprate categries.
3.9.2. UPDATING APPLI CATI ON PROCESS
Analyse the projects by ranking the projects that have to be done later on in
terms of importance.
Make analysing charts by using the data.
3.10 Systems

3.10. 1. QUESTION AND DETAIL MATCHING SYSTEM The users details from their account and
profile is automatically sent to this system when they accept to do feedback and the most
appropriate feedback questions are sorted out based on frequency of using the app and
whay type of ordering they usually make etc. By using this system, we can take more
applicatory feedback from the first step of collecting data from users and can care users
more individually which leads our business to achieve our vision to care cusomers
3.10. 2. FEEDBACK SORTI NG SYSTEM This system contains a lot of catogory documents to
sort out the feedback into appropriate category . It takes very important role for our
business as we can actually analyse users needs and wants relating to our products and can
get imporve our app through this system.
3.10. 3. PROJECT ANLAYZI NG SYSTEM- This system determines the importance of projects by
using the results of feedback data and rank them in order from the most important projects
that should be done for updating the app. This enables our business to achieve our vision
which is to meet the highest efficiency as we use this system to offer better updates for
customers that leads to better efficiency of using our app.

10


10
3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)


Servie after
the Sale
1. Customer
feedback
capturing
process
1. Collect customer (users) feedback.

2. Sort out the collected feedback into
approprate categries
Question and detail matching
system

Feedback sorting system
Customer Relatioship
Management

External information
system
2. Updating
application
process
1. Analyse the projects by ranking the
projects in terms of importance.

2. Make analysing charts by using the data.



Project anlayzing system


Decision Suppot System

11

11
CONCLUSION
The overall business idea is to increase the convineience and efficiency when make orders
by using our app through pre-ordering fucntion of the app. Our application enables people
to save time as they dont need to line up in a queue when they make orders at restaurants
or cafes etc. and therfore assist both of businesses belonged to food service industry and
their customers. In order to achieve this, the collaboration of information system and
information technology will support our products to be actualized and help us to offer
innovative technologies and services to people.

REFERENCES

1. Philipp Berner.(February.2012). Mobile App Distribution Platforms: How many
developers/companies have submitted an app to the iOS App Store or Android
Market?. Retrieved from http://www.quora.com/Mobile-App-Distribution-
Platforms/How-many-developers-companies-have-submitted-an-app-to-the-iOS-
App-Store-or-Android-Market

2. Mark Stetler. (September.2013). How much does it cost to develop a mobile app?.
Retrieved from http://appmuse.com/appmusing/how-much-does-it-cost-to-develop-
a-mobile-app/

3. Michael Carney .(May .2013). New Zealand mobile statistics 2013. Retrieved from
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/


4. Avery Wiley. (August. 2013). What make people love their smartphones so much?.
Retrieved from
http://averyblog.com/lewis-all/what-makes-people-love-their-smartphones-so-
much.html

5. Jamie Giggs. (January. 2014). A List of Alternative App Stores for Distributing your
App or Mobile Game. Retrieved from http://www.mobyaffiliates.com/blog/a-list-of-
alternative-app-stores-for-distributing-your-app-or-mobile-game/