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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Matthew Jackson
NetID mjac287
Group Number: 352
Website Link: http://infosys1102014s1group352.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-wah Huang Friday 12pm
Time Spent on
Assignment:
15 hours Word Count: 1647

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INTRODUCTION
Shark attacks are a serious threat that all beachgoers expose themselves to when they go
for a swim, both in New Zealand and around the world. Unfortunately, there are no signs
that incidences are decreasing, with the number of total reported sharks attacks in the
2000s being almost 200% higher than in the 1980s two decades earlier (International Shark
Attack File, 2014). Although there are some protection methods present (both individual
and communal), these have all proven to be either too expensive or ineffective to have a
tangible impact on the risk of attacks. My solution, which is a sonar-monitored safe
swimming perimeter, will feasibly solve this problem by alerting swimmers when a shark has
breached the boundary so that they can take immediate action to remove themselves from
the threat.
3. BUSINESS SECTION
3.1 Vision
To make New Zealand beaches safe from shark attacks for swimmers of all ages and ability.
3.2 Industry Analysis
Industry: Electronic public shark protection industry. Comprising products that are based in
information technology and protect swimmers from sharks.
Force: High/Low: Justification:
Buyer power: Low Buyer power is low because the local bodies in
charge of beaches have a certain obligation to
ensure the safety of their patrons (Dalzell, 2014),
and not buying this industrys products despite
their availability would be putting those peoples
lives at risk unnecessarily.

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Supplier power: Low For the companies in this industry, there are
many potential suppliers who can provide the
raw materials they require, such as metals (Metal
Suppliers Online, 2014). Thus, supplier power is
low as they can change suppliers easily and
without consequence if unsatisfied.
Threat of new entrants: Low The products in this industry demand quite a lot
of initial capital as a result of developing the
advanced technology, which serves as a
significant barrier to entry.
Threat of substitutes: High There are a number of substitutes to the products
in this industry, such as shark meshing (NSW
Department of Primary Industries, 2013) and
personal electromagnetic shark repellant
apparatuses (United States of America Patent No.
5566643 A, 1996), which to some extent provide
protection from shark attacks.
Rivalry among existing
competitors:
Low The rivalry amongst existing competitors in this
industry is very low, as there are currently no
companies in this industry.
Overall attractiveness of the industry: Ultimately, the electronic shark protection industry is
attractive. While it is quite difficult to enter the industry, once a company has done so it
would be quite lucrative as the only force which is high is the threat of substitute products.
Even so, that isnt a major issue as the products in this industry are assumed to be more
effective than those other options currently on the market.
3.3 Customers and Thei r Needs

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For this product, the target group of customers are city councils, and other bodies with
public beaches under their jurisdiction. A fundamental need of these governing bodies is to
maintain the safety of those people who use their beaches, with shark attacks being one of
the main threats to this (National Oceanic and Atmospheric Administration, n.d.).
Consequently, they require a solution that will protect swimmers effectively, while also
having low maintenance costs and a minimal impact upon marine life. Currently, all
available solutions do not meet these criteria for the customers sufficiently enough
(Constantine, 2011).
3.4 The Product and Service
The product is an IT-facilitated safe swimming perimeter, which is created through the
strategic placement of monitoring posts embedded in the seafloor at a beach. These posts
are powered by solar panels and feature active sonars, which exclusively monitor for
signals that a sharks unique shape produces. Upon detection of a perimeter breach, the
antenna at the top of the post transmitts a signal that activates a warning beacon on the
shore, alerting swimmers to the immediate danger.








This product meets the customers needs in that it will protect patrons from attacks, while
having affordable maintenance costs for their tight budgets (as it is automated, unlike shark

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meshing which requires daily maintenance and is costly (Green, Ganassin, & Reid, 2009))
and a virtually non-existant impact on marine life through no risk of by-catch.

3.5 Suppliers and Partners
One potential supplier of my company is Suntech Power (Wuxi Suntech Power Co., Ltd.,
2014), which is a manufacturer of solar panels (which are required to power the products
monitoring posts). Another potential supplier is Morgan Advanced Materials (The Morgan
Crucible Company, 2009), which supplies piezocomposite materials that are commonly used
in the production of sonars.
A potential partner of my company would be the Shark Conservation Society, an
organisation which would surely support the product as it provides an humane and practical
alternative to the shark swimming nets which catch more than 750 sharks on average each
year in the state of Queensland alone (Green, Ganassin, & Reid, 2009). In addition to this,
another partner that would be appropriate for my company is Surf Life Saving New Zealand,
as they share a common goal of ensuring that beachgoers are safe when swimming (from
any threat). Ultimately, these two organisations are befitting potential partners as they both
have philanthropic aims that support the overriding purpose of my company and product.
3.6 Strategy
My company has a narrow competitive scope, as its product is specifically targeted towards
a single customer group (beach governing bodies) and tailored with their use in mind. In
actuality, a relatively small customer base would purchase this specialised product.
The cost strategy is high cost, because this product is technology-based and possesses a
high initial cost and installation costs. However, this is acceptable as the intended customers
do have the financial capacity to purchase the product as a long-term investment.
The overall strategy is therefore focused high cost.


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3.7 Value Chain Activity
The most important value chain activity for this business is making the product.
This value chain activity is critical to my company, in that it involves ensuring that the
product is constructed properly and possesses the ability to successfully protect people
from shark attacks through detection. Without this being achieved in this stage of the value
chain, the company will not be able to meet its vision. As the strategy is focused high cost, it
is vital that the production is carried out correctly so that customers receive an end product
which is commensurate in value and effectiveness to the price paid.













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START
Query number of
products on order
Check availability of
raw materials
Are there
enough
materials?
Sales Department
Raw Materials
Ordering
Process
No Manufacture sonars Yes
Test ability of
sonars to send and
receive
Do they work?
Store completed
sonars in
component
warehouse
Yes
Raw Materials Warehouse Raw Materials Management System
Order Processing System
Product Component Warehouse
Troubleshoot
and repair
sonars
No
END



3.8 Business Processes
3.8.1. SONAR PRODUCTION PROCESS This is a key business process for the company, as it
involves producing and quality testing of the sonars, which are the criticial component of
the product in that they track the presence of sharks near swimmers (and the safety risk
associated with this). Their correct manufacturing is important, as the sonars capabilities
are what sets this product apart in terms of effectiveness from non-technology based
solutions.


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3.8.2. MONI TORING POST ASSEMBLY PROCESS This process is of significance to the
company, as it is the final one in this value chain activity and involves the assembly of all the
separate components of the product (which have been specifically made or sourced
externally). It is important that this process is conducted accurately, as the result of it will be
the final product which must work in the way that customers expect it to (protecting their
patrons from shark attacks).



START
Identify number of
product orders
needing to be
assembled
Sales Department Order Processing System
Investigate whether
all individual
components are
available
Product Component Warehouse Product Component Management System
Are all
components
ready?
Individual
component
production
process (e.g.
sonar
production
process)
No
Assemble all
components of the
posts
Yes
Test whether the
posts can set off the
warning siren
Do they work?
Group together
individual posts and
siren that comprise
full product
Yes
Store finished
product(s) awaiting
delivery
Dispatch Warehouse Area
END
Identify fault(s)
and repair
No

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3.9 Functionalities
3.9.1. SONAR PRODUCTION PROCESS
Querying how many sonars need to be produced
Checking availability of required raw materials
3.9.2. MONI TORING POST ASSEMBLY PROCESS
Identifying the number of products on order
Inquiring whether individual components are available
3.10 Systems

3.10. 1. RAW MATERIALS MANAGEMENT SYSTEM This system is important as it supports the
functionality of querying the availability of required raw materials, and ensures that the
company possesses the raw materials needed to make the product components. The system
manages raw materials so that they are available when production is required, and thus
supports the vision by facilitating a prompt cycle time that will assist a customer in
protecting their patrons from shark attacks as soon as possible after ordering.
3.10. 2. ORDER MANAGEMENT SYSTEM This system is of significance in that it supports the
functionalities which query the number of products and components that must be produced
so that orders can be met in full. It communicates information to other systems within the
organisation about what resources will be henceforth required to meet these orders in a
timely manner, so that customers can sufficiently protect the public from shark attacks
(subsequently supporting the vision).
3.10. 3. PRODUCT COMPONENT MANAGEMENT SYSTEM - This system assists the functionality
of querying whether the required individual components are available by managing the
production and storage of those components in line with the orders received, and informing
the relevant processes. This meets the companys vision by enabling the manufacturing of
a product that will protect swimmers from shark attacks.

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3.11. Summary Table: Value Chain to Systems

VCA Processes Functionalities Specific IS(s) Broad IS(s)

Making the
product
1. Sonar
production
process
1. Querying how many sonars need to be
produced
2. Checking availability of required raw
materials
Order management system

Raw materials management
system
DSS

SCM
2. Monitoring
post assembly
process
1. Identifying the number of products on order
2. Inquiring whether individual components
are available
Order management system

Product component
management system
DSS

TPS

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CONCLUSION
Ultimately, the business idea of a sonar-monitored safe swimming perimeter is strong, as it
will give local beach authorities a means of preventing the severe problem of shark attacks
before they occur. IT is fundamental to the organisation, because without it this product
would not be possible (as IT enables the communication of a detected threat to the on-
shore siren) and there would be no value created for the organisation through product
differentiation. IT gives the organisation the power to meet its vision of making beaches safe
for swimmers from shark attacks, in a way that non-IT solutions at this point cannot achieve
as effectively.
REFERENCES
Charter, G. E., Ripley, S. H., & Starkey, N. G. (1996). United States of America Patent No. 5566643 A. Retrieved
from http://en.wikipedia.org/wiki/Protective_Oceanic_Device
Constantine, E. (2011, June 4). Board critical of shark nets move. Retrieved from Otago Daily Times:
http://www.odt.co.nz/news/dunedin/163412/board-critical-shark-nets-move
Dalzell, S. (2014, January 28). WA shark cull: Fisherman says animal he shot was threat to public safety.
Retrieved from ABC News: http://www.abc.net.au/news/2014-01-27/wa-shark-cull-fisherman-shot-
shark-was-threat-to-public-safety/5220690
ENF Solar. (2014). Solar Panel Manufacturers from United States. Retrieved from ENF Solar:
http://www.enfsolar.com/directory/panel/United%20States
Green, M., Ganassin, C., & Reid, D. D. (2009). Report into the NSW Shark Meshing (Bather Protection) Program.
NSW DPI Fisheries Conservation and Aquaculture Branch.
International Shark Attack File. (2014, March 21). FLMNH Ichthyology Department. Retrieved from FLMNH
Ichthyology Department: Worlwide Trends in Shark Attacks Over the Past Century:
https://www.flmnh.ufl.edu/fish/sharks/statistics/Trends.htm
Metal Suppliers Online. (2014). Metal Suppliers Online Business Procurement Center. Retrieved from Metal
Suppliers Online: http://www.suppliersonline.com/Default.asp
National Oceanic and Atmospheric Administration. (n.d.). 7 Dangers at the Beach. Retrieved from National
Oceanic and Atmospheric Administration:
http://www.noaa.gov/features/protecting_0808/beachdangers.html
NSW Department of Primary Industries. (2013, December). NSW Shark Meshing (Bather Protection)
Programme. Retrieved from NSW Department of Primary Industries:
http://www.dpi.nsw.gov.au/__data/assets/pdf_file/0003/357438/nsw-shark-meshing-prgram.pdf
The Morgan Crucible Company. (2009). Piezocomposite Materials - Custom Piezo Ceramics. Retrieved from
Morgan Advanced Materials:

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http://www.morganelectroceramics.com/products/piezoelectric/piezoceramic-composites/custom-
piezocomposite-material/
Thomas Publishing Company. (2014). Warning System Sirens Suppliers. Retrieved from ThomasNet.com:
http://www.thomasnet.com/products/sirens-warning-systems-92141555-1.html
Wuxi Suntech Power Co., Ltd. (2014). Suntech Power - world's largest producer of solar panels. Retrieved from
Suntech: http://www.suntech-power.com/