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

Name Jie Wang
NetID jwan522
Group Number: 390
Website Link: http://infosys110group390.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-wah Huang

Friday 12pm
Time Spent on
Assignment:
20 hours
Word
Count:
1403

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DRUNK DRIVING PREVENTION
INTRODUCTION
Nowadays, with the growing popularity of vehicles, road safety has become a serious social
problem all over the world. In fact, lots of road accidents are caused by drunk driving. This
behaviour will directly threaten the safety of drivers and passengers and bring up terrible
consequences. Our solution of this problem is to install a product called driving controller.
3. BUSINESS SECTION
3.1 Vision
To build a safe driving environment in the world by providing effective product which can be
used to prevent drunk driving.
3.2 Industry Anal ysis: Automotive safety system industry
Industry: automotive safety system industry. This industry is becoming increasingly
popular due to the high demand for vehicle safety. It focus on reducing the effects of an
accident and traditionally refers to airbag and seat belt etc.
Force: High/Low: Justification:
Buyer power: High Buyer power is high because buyers have many
choices. There are lots of products that can be
used to keep drivers safe.
Supplier power: High Supplier power is high because there are few
similar products that buyers can choose due to
the requirement of advanced technology (alcohol
sensor manufacturers&suppliers, 2014).
Threat of new entrants: Low The threat of new entrants is low because of the
high barrier of entry. In order to enter this
industry, it may require high level of technologh
and the set up cost will be high.

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Threat of substitutes: Low The threat of substitutes is quite low because
there are few alternatives can be effectively used
to protect drivers.
Rivalry among existing
competitors:
Low Rivalry among existing competitors is low
because the competition is more complacent.
There are not many competitors in this industry
due to the significant entry barriers.
Overall attractiveness of the industry: Overall attractiveness of the industry is relatively
high because the threat of substitutes, new entrants and rivalry among existing are all low
which indicate that it is an attractive industry to enter.
3.3 Customers and Their Needs
The driving controller is for anyone who always participate in activities or banquets and need
to drive home by themselves. Our potential customers would be young drivers as they are
relatively irresponsible and inexperienced drivers. They are more likely to drive after drinking.
A recent report (Ministry of Transport, 2012) found that the drivers ages 21 to 24 were
involved in 32 percent of drunk driving. Male drivers would also be our potential customers
as males were more likely than females (15.1 vs. 7.9 percent) to drive drunk (Ministry of
Transport, 2012). The customer’s needs would be an effective system with reliable quality
that keeps them safe when they are drunk.
3.4 The Product and Service
The driving controller can satisfy customer’s needs because it is easy to install and can be
connected with various vehicles. It will ensure that the ignition of the car is deactivated if an
alcohol sensor which is placed around the driver’s seat has detected that alcohol is over a
certain level. When the alcohol level is still high for half an hour, the driver’s smartphone will
be activated by an app which is downloaded previously. It will send a message about driver’s
location to the contacts e.g. friends that have been already stored in the app.
3.5 Suppliers and Partners
Our potential suppliers would be someone who make high quality sensor which can be used
to detect the level of alcohol accurately. And the suppliers who provide auto engine stopper

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(auto engine stopper manufacturers& suppliers, 2011) would also be our potential suppliers.
In addition, it is important to establish a good relationship with partners to promote our
product. For example, a nonprofit organization in the United States called ‘Mothers against
drunk driving’ would be one of potential partners. Their mission is to stop drunk driving and
support those affected by drunk driving (Mothers against drunk driving, 2010). Another
potential partner can be SADD, students against driving drunk, it is a peer education
program aims at secondary aged students across New Zealand (Students against driving
drunk, 2014). We can built partnerships with them as if they promote our product in their
education programs or campaigns, we can also advertise their activities, so we can
cooperate with them in order to prevent drunk driving.
3.6 Strategy: Differentiation
We will focus on a broad market as the driving controller can be used by any drivers. And
the cost of our product will be relatively high because of the requirement of high level of
technology, such as alcohol sensor and the using of microcontroller. The overall strategy is
therefore differentiation.
3.7 Value Chain Acti vity: Technology development
The most important value chain activity for this business is technology development because
the technology that is required in our product should be advanced. We need to focus on
researching and developing in order to ensure our product is up to date and can be used
accurately and effectively. Therefore our vision can be achieved.
3.8 Business Processes
3.8.1. FEEDBACK COLLECTION PROCESS – the feedback collection process is quite
important as it enables us to gather customer’s reactions on this product. Feedbacks will be
collected by the feedback support system and then send to the Service after Sale
Department, therefore they can report back to other related departments for further
improvements.

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FEEDBACK COLLECTION PROCESS MODEL





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3.8.2. TRANSACTION PROCEDURE PROCESS – This process is relatively important
for our business as our product requires further information gathering directly after
purchases e.g. about the installing. This process is supported by transaction support system.
The web designer needs to make the process easy to follow, thus customers won’t have
difficulties about purchasing, and any failure may lead to the cancellation of the transaction.

TRANSACTION PROCEDURE PROCESS MODEL



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3.9 Functional iti es
3.9.1. FEEDBACK COLLECTION PROCESS
 Feedback collected from customers
 Automatically answer typical questions
3.9.2. TRANSACTION PROCEDURE PROCESS
 Email customers receipts.
 Payment of the product.

3.10 Systems

3.10.1. FEEDBACK SUPPORT SYSTEM – This system will help the business to save
siginificant amount of time because it can automatically collect and manage feedbacks given
by users which enables relevent employees to access. When customers have suggested
any typical questions, the system can capture key words about the questions and then
automatically reply with relevant information.
3.10.2. INFORMATION SUPPORT SYSTEM – This system provides information to the
feedback support system and therefore save time for online service employees. When the
feedback system identified a certain question that have been previously stored or
mentioned, it will ask access to the information support system. Any useful information will
then be sent back to the feedback support system which allows them to reply to customers.
3.10.3. TRANSACTION SUPPORT SYSTEM – This system automates the purchasing
process and will send customers transaction scripts, no empoyees are required in this
system and many customers can operate at the same time, this means that not only time
can be saved but also resources, the business can save labour resources and the relative
costs, so that they can be used on other important development.

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3.11. Summary Table: Value Chai n to Systems

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

Technology
development
1. Feedback
collection
process
1. Feedback collected from customers.

2. Automatically answer typical questions.
Feedback support system

Imformation support
system
Customer relationship
management system

Enterprise resource
planning system
2. Transaction
procedure
process
1. Email customers receipts.

2. Payment of the product.
Transaction support
system

Transaction support
system
Transaction processing
system

Transaction processing
system

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CONCLUSION
Overall, the driving controller is an effective product that can be used to prevent drunk
driving, this is achieved by using the technology of alcohol level detecting and stopping the
engine. Information technology and system have taken an important role in this device to
make it more effective on functions, but this may lead to high cost of this product, therefore it
follows a diffentiation strategy. We will try our best to achieve our vision and provide a high
quality product to the world.
REFERENCES
1. Alcohol sensor manufacturers&suppliers. (2012). Retrieved from
http://www.globalsources.com/manufacturers/Alcohol-Sensor.html
2. Auto engine stopper manufacturers& suppliers. (2011). Retrived from
http://www.ap-magazine.com/Catalog_167/Auto-Engine-Stopper.html
3. Ministry of Transport. (2012). Alcohol-Impaired Driving (2011 report). Washington:
Author

4. Mothers against drunk driving. (2010). Mission Statement. Retrieved from
http://www.madd.org/about-us/mission/

5. Students against driving drunk. (2014). Our organisation. Retrieved from
http://www.sadd.org.nz/Our-Organisation.aspx