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INFOSYS.110 BUSINESS
SYSTEMS:
DELIVERABLE 2: BUSINESS SECTION
2014

Name Kais Fidai
NetID Kfid217
Group Number: 465
Website Link: http://infosys1102014s1group465.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kirsten Van dorp Thursday 9am
Time Spent on
Assignment:
23 Word Count: 1421

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TACKLING OBESITY
INTRODUCTION
Obesity is a problem that has grown globally and significantly in New Zealand over the past
decade. Reducing the current obesity level is crucial for the obese individuals wellbeing and
also for creating a society which is more capable, productive and efficient. As of 2008, 1.4
billion adults above 20 are now obese in the world. (World Health Organization (2013,
March). 28 % of New Zealand adults over 15 are obese ( over a million kiwis ). (Ministry Of
Health, 2012, Just by looking at these numbers we can see obesity is a major issue that
needs to be dealt with. Therefore we have come up a way to tackle this issue through our
app which Is called living better.
3. BUSINESS SECTION
3.1 Vision
To provide an easy, simple to use and universally accessible app that can create a better
you, a better life, and a better future.
3.2 Industry Analysis: Health Application Industry
Industry: Health Application Industry.
Force: High/Low: Justification:
Buyer power: High Buyer power is high as there are many choices of
apps that focus on healthy living in the market,
which includes health, fitness, nutrition and
healthy recipe apps.(diana, A., 2014)
Supplier power: Low Supplier power is low as there are many
companies that have app developers in the
market, not only for cell phones and tablets but

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for computers aswel. (guglielmo,C., 2014)
Threat of new entrants: High
The threat of new entrants for this industry is
high. This is because there are so many
developers of health and fitness apps in the
market. This means that barrier to entry would be
low because new entrants can easily find
deveopers. Also You do not need a large amount
of start up capital to enter into this industry.
(Empson,R., 2012)

Threat of substitutes: Low Threat of substitutes is low, as there arent
alternative products outside of the healtly apps
industry which provide the same service of on the
go health and fitness service, only other real
substitute would be to carry a book, which most
people dont do now days as mostly everyone in
todays world has a smartphone. (Lewis,N., 2012)
Rivalry among existing
competitors:
High Rivalry among existing competitors is high as
there are many companies who are in the healthy
apps industry. Currently there are more than 97,000
mobile apps available related to health and fitness,
mostly helping users track specific health parameters
as well as provide basic information and guidance.
(Tode, C., 2013)
Overall attractiveness of the industry: The overall attractiveness of the industy is low as
there is high threat of new entrants, which means it will be easy for businesses to enter into
the market. Threat of substitues is low as there arent other resources or products that

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consumers can use. And buyer power is high so consumers have a lot of choices, hence
overall attractiveness of the industry is low.
3.3 Customers and Thei r Needs
The main customers of our living better app which can be used for smartphones are people
that are dealing with obesity, that want to get fit and at the same time are looking to save
money. Our target market is 28 % of New Zealand adults over 15 who are obese, and the
one in nine children (2-14) who are obese.
The needs of our customers who will be using our app are that the app needs to be
accessible, reliable, sustainable, they need an app that works at all times, that can alert
them on their fitness and health, an app that can be useable on any smart phone, basically
an app that can reduce obesity and which can lead to a healthier life.
3.4 The Product and Service
To fulfil the needs of people dealing with obesity we are introducing the living better app.
This is an app that can be installed on any smart phone. There are a number of
characteristics of what this app can deliver. Some of them are that this app can scan food
items, (barcode scanner) and can provide a healther alternative for the same food item. It
also has the ability to count the calaries in that food and can provide an estimated amount
of exercise required to burn those calories. And the third characeristic is that the app has
the ability to create custom exercises and to create workout plans to meet personal goals.
The app has been designed to progressively get harder, increasing the users fitness levels
the more they follow it. It keeps record of the individuals fitness history. Users will be able
to view the amount of weight they have lost, improvements to physical strength. We feel
that this app can go a long way to reduce obesity provided the user has motivation.

3.5 Suppliers and Partners
Our suppliers are the companies that have the necessary tools and equipment to supply the
technology needed to develop this app. We will need interegrate all three systems into one

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app. Our main supplier will be Smudge who are a software development company
specializing in apps. ( Bilj, R & Vincent, T (N.D))
Our partners will be the gorvernment and health improvement and innovation resource
centre and health organizations and the media. All four organizations are important, from
sponsoring our app to endorsing our app to marketing our app. All four will play a major
part in showing customers how important our app is and how it could benefit consumers.
3.6 Strategy: Focused high cost
The strategy we will be implementing will be focused high cost. The reason for this is that
our competitive scope will be the narrow market as we are only focusing on the segment of
the market that are dealing with obesity. Our product is high cost because it involves a lot of
technology and expensive operating systems to intergrate all the characteristics. Our app
will be costly to run and maintain as it will require constant maintance and updating
The overall strategy is therefore focused high cost.
3.7 Value Chain Activity: Service after the sal e
The most important value chain activity for this business is Service after the sale
Because we are producing an app in the market that has a lot of competition we must focus
on service after the sale. We must constantly keep in touch with customers, have regular
updates of our app to provide the best service possible to the customer. Also because we
are recommending products are more efficient workout exercises, we need to keep in
touch with our customers, and their needs, hence our most important value chain activity is
service after the sale.





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3.8 Business Processes
3.8.1. CUSTOMER FEEDBACK PROCESS This process is very important to the business as we
want to keep providing the best service into the market we need to know what customers
want and what changes they would like to the app e.g app takes too long to load, certain
exercises need to be removed, new features such as how long a workout takes.

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Start
What type
of feedback
is it
Customer
service desk
receive
customer
Feedback
Compliment Complaint
Customer
service desk
take
compliment
and thank
customer
End
Pass onto
appropriate
department
Department
Take
compaint
Alternative
resolution
available
Offer to
customer
Customer
satisifed
End
Refine
changes to
suit customer
End
yes
No
Yes No
Customer service department


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3.8.2. CUSTOMER ENQUI RY PROCESS This process is important to the business as it makes
sure that customer have all the resources and channels put into place in regards to any
enquiries, so whenever a customer needs to ask anything, they can do so without having to
wait too long for a response. This system also tracks the enquiry as to what department it
needs to go to.

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Start
Customer
service desk
recieve
customer
enquiry
Pass on
enquiry to
appropriate
department
Health Team
Technical/
payment
processing
team
Payment/technical department
Customer service department
Resolve
enquiry and
get back to
customer
service
department
Resolve
enquiry and
get back to
customer
service
department
Receive
enquiry from
department
Give answer to
the customer
Is the
enquiry
solved?
END
Yes
Repeat No
Health department



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3.9 Functionalities
3.9.1. CUSTOMER FEEDBACK PROCESS
Updating app to fit customers views
Resolve customer complaints
3.9.2. CUSTOMER ENQUI RY PROCESS
Receive questions
Send questions to appropiate department.
3.10 Systems

3.10. 1. CUSTOMER FEEDBACK MANAGEMENT SYSTEM - This system is important to us as it
provides information on what our customers and users think about the app. Provides key
information such as whats good about the app and what can be improved upon, because
without feedback we wont know what we are doing wrong. This helps in increasing
custoemr satisfaction
3.10. 2. CUSTOMER ENQUIRY RESPONSE SYSTEM This system enables us to set in place a
procedure for customer enquiries, so whenever a customer has any sort of enquiry a set
system is put into place so we can get their questions answered in the quickest possible
time. This enables us to find out what customers are asking the most so we can put it in the
FAQ and shows how many potential customers we can have
3.10. 3. CUSTOMER RELATIONSHI P SYSTEM This sysetem enables us to build relationships
with the customer. It allows us to gather data about the customer such as birthdays,
favourite colours so they can customize their app to the way the would like. It also allows us
to have a product recomendationprocess so we can upsell.

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3.11. Summary Table: V-alue Chain to Systems

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

Service
after the
sale
1. Customer
Feedback
process
1. Find out what we need to update to fit
customers views

2. Resolve customer complaints
Customer feedback
management system

Customer Relationship
system
Decision support system

Customer relationship
management
2. Customer
Enquiry
Process
1. Receive questions

2. Pass on questions to appropriate
department
Customer Enquiry response
system

Customer relationship
system
Decision support system

Customer relationship
management system

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CONCLUSION
In conclusion our idea is designing an app that decreases obesity. Using IS and IT enables us
to do this, by gaining a competitive advantage by using process and systems such as
customer feedback process and customer relationship system, this helps in creating rapport
with our customers and leads to increased customer satisfaction. Our product with IS and IT
will decrease obesity and help people change their lives around.

REFERENCES

1. Ministry Of Health (n.d.). Obesity | Ministry of Health NZ. Retrieved from
http://www.health.govt.nz/our-work/diseases-and-conditions/obesity

2. World Health Oraginisation (2013, March). WHO | Obesity and overweight.
Retrieved March 2013, from
http://www.who.int/mediacentre/factsheets/fs311/en/
3. Diana, A (2014). Mobile health apps reshape foot industry, Retrieved from
http://www.informationweek.com/healthcare/mobile-and-wireless/mobile-health-
apps-reshape-food-industry/d/d-id/1127852

4. Empson, R (2012) Mobile Technology is transforming the health industry but to
what extent, retrieved from http://techcrunch.com/2012/01/16/mobile-technology-
is-transforming-the-health-industry-but-to-what-extent/

5. Lewis, N(2012) Mobile health apps market poised for takeoff, retrieved from
http://www.informationweek.com/mobile/mobile-health-apps-market-poised-for-
takeoff/d/d-id/1102305
6. Tode, C (2013), Mobile health app marketplace to take off expected to reach $26B by
2017, retrieved from
http://www.mobilemarketer.com/cms/news/research/15023.html

7. Bilj, R & Vincent. (n.d). Industry leading mobile development delivered.
Retrieved from http://www.smudgeapps.com/services/
8. Guglielmo, C(2014) Mobile apps wont lead to riches for most developers, retrieved
from http://www.forbes.com/sites/connieguglielmo/2014/01/13/mobile-apps-may-
not-pave-the-way-to-developer-riches-sales-average-less-than-1250-a-day/
9.



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