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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Blair Ratu
NetID Brat960
Group
Number:
090

Website Link: http://infosys1102014s1group090.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Tuesday 9am
Time Spent on
Assignment:
15 hrs Word Count: 1617


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DELIVERABLE 2: DRINK DRIVING SOLUTION
INTRODUCTION
The problem my group attempted to solve, was the problem of drink drivers and the
amount of DUI offenders. We created a device that could be implemented by anyone into
their cars ignition. Its the size of an iphone that is a specially designed breathalyzer, that
takes in the drivers alcohol level. The breathalyzer would send bluetooth signals to a
constant lock placed in the igntion of the drivers car. The ignition would not unlock If the
users level was too high for their specific age group, restricting the driver from operating
the vehicle. Our main goal was to create a device that is more efficient and of less cost than
the existing ideas, which would allow more drink drivers to posess this device and ultimately
make the roads of New Zealand a safer place.
3. BUSINESS SECTION
3.1 Vision
To provide a product that helps restrict the the dangers of drink driving through technology
and systems to ultimately create safer roads in New Zealand.
3.2 Industry Analysis:
Industry: Drink driving restriction industry. This industry is increasing in size as the dangers
of drink driving are continuing to occur (Interlock facts, 2013). Police estimate that each day
in New Zealand , an average of 8,764 breath tests of drivers are undertaken and 100 people
are charged with drink-driving (New Zealand police, 2012). Thats 100 people at risk on the
road each day. Current products within this industry that aim to restrict drink driving include
license revocation and car impounding. These forms of restriction are not effective, as
Disqualified drivers comprise 10 percent of the alcohol/drug affected drivers in fatal
crashes (Transport.govt.nz, 2013) . Indicating the current solutions within this industry are
just not working. This will allow for my product to do well in this industry, as it aims at 100%
restriction of operation of a vehicle under the influence and is an affordable product.

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Force: High/Low: Justification:
Buyer power: High There are a few companies in this industry that supply
a similar product. This gives the customer high buying
power, as they have a selection of choices. This means
for my company to successfully strive in this industry,
it will have to have a competitive advantage.
Supplier power: Low While a lot of development will have to take place in
order to create my product, suppliers of each of these
main items are vast and many exist, causing my
choices of purchasing to be high and causing supplier
power to be low.
Threat of new entrants: Low There are no significant entry barriers, as start up
costs are not high. There are a lack of competitors in
this industry and therefore the threat of new entrants
would be low. Also, this industry is still fresh, there is
room for advances in aspects of the quality of
breathalyzer/ignition locks, meaning new ideas and
features would suit well and create competitive
advantages for new firms.
Threat of substitutes: Low There are a limited amount of alternatives to this
product for drivers who which to restrict themselves
from driving drunk. There would also be a high
switching costs extracting the users car of the ignition
lock, therefore customers would be reluctant to
switch.
Rivalry among existing
competitors:
High Like I previously stated, there a few competitors in
this industry, and because their products are quite

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similar, it will create competition. (University of
Illinious, 2010)
Overall attractiveness of the industry: I believe this industry is not entirely attractive, but is
still a profitable one nonetheless. This industry is still fresh, and there is room for
improvement on the current technologies that exist, meaning a competitive advantange
would be a crucial factor for a product to succeed.
3.3 Customers and Thei r Needs
My target group of consumers is drivers in New Zealand with drink driving habits, mostly
younger offenders as they are the most commonly convicted and are most likely to cause a
crash (Controller and Auditor general, 2013). Drink drivers will be satisfied by my product
which will aim to 100% restrict the operation of their vehicle under the influence. Although
similar products exist in this industry, they do not fully satisfy the needs of the user, as the
cost of the breathalyzer per is around $2400 (New Zealand herald, 2013).My product will
satisfy the customer by being a quick working system through the use of wireless data
transfers, and will not be of a large cost.
3.4 The Product and Service
The product will be a size that can fit in a cars glove box, and use a wide range of
information systems to deliver the data to the ignition lock. Having a wireless breathalyzer is
more efficient and personal for the user and will be more efficient that current models
which are wired. The bluetooth breathalyzer can be sold over the counter at a retail level, or
through the internet and will have to be linked to the ignition lock which can supplied at
auto electricians in the nearby area.
3.5 Suppliers and Partners
This product will require a fair amount of research and development, as it integrates
breathalyzer, bluetooth and ignition capabilities. Our main suppliers would be basic
breathalyzer models available to the general public from companies such as
www.sobercheck.co.nz. R&D would have to take place to integrate bluetooth technology

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into the breathalyzer system. Finally our company would have to partner with a car
mechanic company like AA or Pitstop, to help with inserting the lock onto the ignition.
3.6 Strategy: Focused l ow cost
This product will be narrowly marketed at drivers who wish to implement this ignition lock
system into their vehicle.. The low cost element will be due to the use of systems. Currently
in this industry, there are products similar to mine that charge a monthly fee of $175, or a
yearly fee of $2100 (New Zealand Herald,2013) this causes many drink drivers to avoid this
device and choose a $800 fine instead. My product aims to be of low cost, nearly half the
yearly fee of the currents models. This will create a competitive advantage for my product
and company and will increase demand for the device, as the costs have decreased.
The overall strategy is therefore Focused low cost.
3.7 Value Chain Activity: Delivering the product and service.
The most important value chain activity for this business is Delivering the product and
service.
This product requires an amount of technology and systems to be integrated. Therefore,
Delivering the product, which includes the customer purchasing the bluetooth breathalyzer
system and servicing the customer, which includes locking the ignition in the users car by an
auto electrician, will be the most important value chain activity that adds value to my idea.
3.8 Business Processes
3.8.1. PRODUCT SELLING PROCESS This process is the product section of my value chain
activity and the first half of delivering the product/service. This is where the customer will
make a request for the bluetooth breathalyzer and receive it, either online or in a store.


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Start
Receive order from
customer
Order processing system Inventory
Process order
Send bluetooth
breathalyzer to
customer
Receive payment
from customer
Make arrangement
for breathalyzer to
be linked with
ignition lock at auto-
electrician
End

























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Start
Receive request for
ignition lock from
customer
Ignition lock integration
system
Auto electrition
Insert lock into
ignition
Link ignition lock
with users
Breathalyzer
Receive payment
from user
End
3.8.2. I GNI TION-LOCK INTEGRATION PROCESS This process is the service part of my product,
an a integral part of the value chain activity I chose. This process will include installing the
ignition lock as well as linking it to the bluetooth breathalyzer. This business process will
require help from our suppliers and our partners. And will use be effective through the use
business processes.



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3.9 Functionalities
3.9.1. PRODUCT SELLING PROCESS
Recognises the customers purchase order
Delivers the product to the customer
3.9.2. I GNI TION-LOCK INTEGRATION PROCESS
Lock is inserted into ignition
Ignition-lock is Linked to Bluetooth Breathalyzer
3.10 Systems

3.10. 1. PURCHASING/ORDER SYSTEM This information system will be required for my first
business process and will support the customer purchase order functionality. Customers will
order their Bluetooth Breathalyzer and the purchasing/order system will support this
process by recognizing the purchase and automatically order a breathalyzer for the specific
customer.
3.10. 2. I GNI TI ON-LOCK INTEGRATION SYSTEM This system will occur in the second phase of
my value chain activity, and will be used by auto electricians to integrate the lock onto the
ignition. This system will support my both of my functionalities listed above and will also
support the technology within the ignition used to recognised the data received from the
bluetooth breathalyzer.
3.10. 3. DATA TRANSFER SYSTEM - This system is the most important for my product, as it will
take the data captured from the breathalyzer and transfer it into information and sent
wirelessly using bluetooth technologies for the ignition lock to understand. This information
will be examined by the ignition lock, and determine whether the lock will remain locked or
unlock. This information system supports the linking of the two devices and functionalities I
featured in the ignition-lock integration process, and supports our vision to 100% restrict
any form on intoxicated driving for occuring.

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3.11. Summary Table: Value Chain to Systems

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

Delivering
the product
1. Product
selling
process

1. Recognises the customers purchase order
2. Delivers the product the customer

Purchasing recognising system

Order processing system
Transaction processing
system

Supply chain management
systems
2. Ignition-
lock
integration
process
1. Lock is inserted into ignition

2. Ignition lock is linked to bluetooth breathalyzer
Ignition lock integration
system


Data transfer system

Supply chain management
system




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CONCLUSION
Overall, this industry does look appealling for my product and would be easy for my product
to thrive in due to its uses of information systems. I feel that I would be able to successfully
implement this product into this industry while successfully accomplishing my companies
vision. Furthermore, throught the use of business processes which use systems backed up
by my functionalities I feel my product will successfully deliver what my company strives to
do.
REFERENCES


1. Ministry of transport. (2013). Alcohol and drugs crash facts [Crash facts for the year
ended 31 December 2012] Retrieved from
http://www.transport.govt.nz/assets/Uploads/Research/Documents/alcohol-drugs-
crashfacts-2013.pdf

2. Alcohol New Zealand. (2010). Road traffic crashes and deaths. Retrieved from
http://www.alcohol.org.nz/research-resources/nz-statistics/road-traffic-crashes-
and-deaths

3. Ali, I. (2013, January 18). Cost hit driver locks The New Zealand Herald
Retrieved from http://www.nzherald.co.nz/northern-
advocate/news/article.cfm?c_id=1503450&objectid=11088758

4. University of Illinios (2010) Industry and Market analysis Retrieved from
https://wiki.engr.illinois.edu/display/BIOE414/Industry+and+Market+Analysis

5. Controller and Auditor-General (2013) Drink-driving statistics. Retrieved from
http://www.oag.govt.nz/2013/drink-driving/appendix1.htm