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Name Cecilia Leewardus
NetID clee508
Group Number: 181
Website Link:
Tutorial Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 9am
Time Spent on
14hours Word Count: 1597


In today’s society, we have become very reliant on getting around places through things like
cars, motorbikes and buses. We see them being used everyday, everywhere. According to
Teara, “In 2005 there were about six cars for every 10 people in New Zealand” (Pawson,
2012). A problem arised from this high demand for vehicle transport; speeding. Our solution
to this problem is to create a GPS tracking device that will be installed into vehicles in NZ. It
will be able to detect/monitor the vehicles’speed and will automatically trigger the vehicles’
brakes if it is exceeding the legal speed limit of its current location.
3.1 Vision
“Creating a safe environment for everybody in our community and our future generations,
one step at a time. “
3.2 Industry Analysis: Vehicle speed control enforcement industry

Force: High/Low: Justification:
Buyer power: High Nowadays, buyers have the option to browse and
purchase goods anytime, anywhere. “Consumers
no longer see a distinction between online and
offline shopping. Whether it’s searching on a
laptop, browsing main street shops or hanging
out at the mall – it’s all shopping.” –
(Ramaswamy, 2013). Buyer power would
therefore be very high in this particular industry
because they have many choices as to what


products/methods they want to utilise to control
their vehicle speed.
Supplier power: Low Companies within this industry have many
choices when it comes to selecting a supplier,
therefore supplier power is low. Buyers can easily
replace their current supplier at anytime if they
decide to raise their prices or decrease the quality
of their goods. Take the website for
example; they are showing to have approximately
69 suppliers supplying vehicle speed control
related products in China alone. ( HK
Limited, 2014).
Threat of new entrants: High Almost anyone is able to enter this industry, it is
not difficult to enter. There aren’t any significant
entry barriers that restrict new competitors from
entering this industry.
Threat of substitutes: High High because there is a variety of alternative
methods that monitor and manage vehicle speed
control. E.g. there are 871 related products on that are available to enforce speed
control. ( HK Limited, 2014).
Rivalry among existing
High High because there are currently so many existing
companies out there trying to control vehicle
speed. “Governments are selling their speed
campaigns as a great success” –
(, 2003).


Overall attractiveness of the industry: Industry attractiveness is reasonably low as shown
through the industry analysis above. The fact that there is high buyer power, high threat of
substitutes, high rivalry among existing competitors and high threat of new entrants
indicates that this industry on the whole is not very appealing.
3.3 Customers and Thei r Needs
There are a variety of different reasons as to why people speed. For example, some people
speed without even realising. If they are driving in a particular area that they are not familiar
with, they may not drive accordingly to the legal speed limit in that area because they are
simply unaware. There are also the drivers who speed intentionally, due to things like peer
pressure, or because they are running late and need to be somewhere quickly. Basically, all
drivers are prone to speeding, whether it be intentionally or unintentionally. Our customers
for our business are therefore legal drivers in New Zealand. The customer needs involve
creating a safer community in NZ and finding a way that will encourage them not to speed.
They need something that will stop the overall temptation of speeding whilst driving.
3.4 The Product and Service
Considering that drivers speed for a variety of different reasons, our product will fulfill our
customer needs identified above as it will physically stop any driver from exceeding the legal
speed limit at anytime, anywhere. According to the Ministry of Transport,“In 2012, speeding
was a contributing factor in 68 fatal crashes, 307 serious injury crashes and 1,049 minor
injury crashes. These crashes resulted in 85 deaths, 405 serious injuries and 1,493 minor
injuries” (Ministry of Transport, 2013), meaning our GPS Speed Stopper will therefore allow
all drivers to create a more safe environment for those in our community, as the amount of
severe accidents and injuries will decrease.


3.5 Suppliers and Partners
The suppliers we require for our product include: speed controls suppliers (i.e. parts for our
product) and a map developer. Google is a potential supplier who can supply us with their
map database which we will use to track the current location of the device. For our speed
control parts for our device, a potential supplier would be Simms – a governor service that
supplies speed control parts.This is needed in ourdevice to monitor the speed of the vehicle.
– (Simms Diesel and Turbo, 2012)
It would be ideal for our business to partner up with New Zealand Transport Agency (NZTA),
a government-run organization, as well as Auckland Transport (AT) as they can enforce the
use of our product on all public transport. These organizations could help promote our
device and address the importance of it towards the public.
3.6 Strategy: Cost-Leadershi p
Our business focuses on a broad-market competitve scope (all legal drivers in New Zealand)
and a low-cost cost strategy. Our reason for this is that we want our product to be
affordable so that all legal drivers from both the younger and older age groups can afford to
install the Speed-Stopper into their vehicles. Our aim is to make sure that every driver on
the road is a safe driver, therefore our products are aimed to be used by a wide-ranging
market of individuals around NZ.
The overall strategy is therefore Cost-Leadership.
3.7 Value Chain Activity: Service after sale
The most important value chain activity for this business is service after sale, as our vision
involves eliminating the problem of speeding to create a safer environment. It is thus
important we continue to monitor and control the efficiency of our product after it has been
put to use by our customers. Because our strategy is cost-leadership, in order to appeal to
the broad market we must guarantee that all our customers are happy with our product
after they have purchased it.


3.8 Business Processes
3.8.1. MAINTENANCE PROCESS –This process aids to ensure both our staff and customers
that our product is running smoothly. Since our device involves the use of mapping systems,
we must make sure maps are constantly up to date, in order to make sure the location
tracking is accurate when being used.


3.8.2. CUSTOMER ENQUI RY PROCESS -If customers have enquiries, they can send an email
enquiry or utilise our live chat for a more instant response. From this, we will be able to
allocate the enquiry to the appropriate staff member to respond to the customer. This
process enables our staff to respond to customers’ promptly and efficiently; it will improve
overall communication between staff members and customers


3.9 Functionalities
 Keeps maps up to date on all devices being used.
 Increases location tracking accuracy.
 Referral to the correct staff member in customer service department.
 Customers receive prompt responses to their enquiries.
3.10 Systems

3.10. 1. MAP MANAGEMENT SYSTEM –This system is part of Collaboration Sytems. It
constantly updates our system to ensure all devices are using the most current maps that
are available to use. It also increases location accuracy, meaning speed limits are examined
in each location properly so that everybody in the community is driving at the correct and
safe speed.
3.10. 2. EMAIL MANAGEMENT SYSTEM–This system is part of Customer Relationship
Management (CRM) Systems. It ensures that all our customers are taken care of in a
professional manner. If customers have any enquiries, they are able to contact us through
our email system. By us handling all customer enquiries through this system, it ensures us
that all our devices will be running smoothly and efficiently, making us one step closer to
creating a speed-free environment.
3.10. 3. LI VE ENQUI RY PROCESSING SYSTEM – Our live enquiry processing system is also part
of CRM Systems. It provides fast communication between our customers and staff
members. This system offers a 24-hour service, which is beneficial to customers as they are
able to contact us at anytime, without having to worry about office hours. It’ll also allow us
to establish any issues that may arise with our product sooner. This live chat will assure us
that all our devices are being used correctly, which will hopefully encourage other drivers to
use our reliable product to prevent speeding.


3.11. Summary Table: Value-Chain to Systems

Processes Functionalities Specific Information
Broad Information

Service After
1. Maintenance
1. Keeps maps up to date on all devices being
2. Increases location tracking accuracy

1. Map Management

2. Customer
enquiry process
1. Referral to the correct staff member in
customer service department.
2. Customers receive prompt responses to
their enquiries
1. Online Email
Management System
2. Live Enquiry
Processing System


Despite the unattractiveness of the industry our business comes under, we still hold a
competitve advantage. There are numerous products and campaigns being used today
which are implemented to help reduce the issue of speeding however, there is nothing
physically preventing people from speeding; which is where our device comes in. If the use
of information systems in our GPS Speed-Stopper were applied in todays society, our
community would be one step closer to putting a full stop to the issue of speeding in
general. An action today, is a consequence for tomorrow.
REFERENCES HK Limited. (2014). Vehicle Speed Control Devices. Retrieved May 22, 2014, from HK Limited. (2014). Vehicle Speed Control Suppliers. Retrieved May 22, 2014, from
Auckland Transport . (2014). About Us. Retrieved from AT:
Ministry of Transport. (2013). CRASH STATISTICS FOR THE YEAR ENDED 31 DECEMBER 2012.
Retrieved from Ministry of Transport:
NZ Transport Agency. (2014). Your vehicle. Retrieved from NZ Transport Agency:
Pawson, E. (2012, November 9). Story: Cars and the motor industry. Retrieved from Teara - The
Encyclopedia of New Zealand:
Ramaswamy, S. (2013, June). Shopping Then and Now: Five Ways Retail Has Changed and How
Businesses Can Adapt. Retrieved from Think with Google :
Simms Diesel and Turbo . (2012). Simms - Governor Service . Retrieved from Simms: (2003). Buckingham Speed Camera Study. Retrieved from
Web site: