The document describes a proposed mobile app that would allow consumers to scan product barcodes and view information about the palm oil contained in the product. The app would aim to promote sustainable palm oil by indicating whether products use certified sustainable palm oil. It would categorize each product's palm oil sustainability as green, orange, or red. Developing an accurate product database would require extensive research and be key to the app's value.
The document describes a proposed mobile app that would allow consumers to scan product barcodes and view information about the palm oil contained in the product. The app would aim to promote sustainable palm oil by indicating whether products use certified sustainable palm oil. It would categorize each product's palm oil sustainability as green, orange, or red. Developing an accurate product database would require extensive research and be key to the app's value.
The document describes a proposed mobile app that would allow consumers to scan product barcodes and view information about the palm oil contained in the product. The app would aim to promote sustainable palm oil by indicating whether products use certified sustainable palm oil. It would categorize each product's palm oil sustainability as green, orange, or red. Developing an accurate product database would require extensive research and be key to the app's value.
Name Ben Dowdle NetID Bdow262 Group Number: 215 Website Link: http://infosys1102014fcgroup215.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Helen Tuesday 3pm Time Spent on Assignment: 20 hours Word Count: 1589
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2 ETHICAL PALM OIL BARCODE SCANNER APP INTRODUCTION Palm oil is an edible vegetable oil used in a range of processed foods, cosmetics, soaps and shampoos that is used in an estimated 50 percent of supermarket products (WWF, 2014). New Zealand imports nearly 19 million litres of raw palm oil every year (Statistics New Zealand, 2012). Demand for palm oil has increased exponentially over the last 40 years, from only a few million tonnes a year to over 40 million tonnes a year (United Nations Food and Agriculture Organisation, 2011). The resulting expansion of oil palm plantations into primary rainforest has led to the death of wildlife, land conflicts and carbon emissions (Sheil et al., 2009). Palm oil can be produced sustainably and certification systems such as the Roundtable on Sustainable Palm Oil (RSPO) are in place to certify plantations that meet sustainable criteria (RSPO, 2014). For consumers to take action to demand that companies use Certified Sustainable Palm Oil (CSPO) they must know which products contain palm oil. Under New Zealand and Australian labelling legislation, palm oil can be labelled generically as any one of 200 different scientific names or generically as vegetable oil (Unmask Palm Oil, 2014). This makes it impossible for consumers to know which products contain palm oil and what kind of CSPO the product is using if at all. Our solution is to develop a barcode scanning app that will allow a consumer to scan a product barcode and see information about the companies palm oil policies. This will allow consumers to only buy products that use CSPO. If enough consumers took action and refused to buy non CSPO products, plantations that have caused deforestation would have no market for their oil.
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3 3. BUSINESS SECTION 3.1 Vision Provide quality ethical information to consumers who are concerned about the use of unsustainable palm oil in their products 3.2 Industry Analysis: Consumer Information Industry Industry: Palm Oil Consumer Information Industry Force: High/Low: Justification: Buyer power: Low There is only one similar app on the market from El Paso Zoo that only tells you if the product does or does not contain palm oil (Google Play, 2013). This is a U.S app based on U.S products. An Australian app is currently being developed but again this will not be relevant to New Zealand products (Palm Oil Investigations, 2014). High barriers to entry make buyer power low. Supplier power: Low Database centred apps require few inputs. App development and the database software are the only requirements. A Yellow Pages search returns over 100 New Zealand suppliers of app services (Yellow Pages, 2014). App development is becoming increasingly widespread, simple and able to be done from overseas so there is fierce competition among suppliers making supplier power low.
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4 Threat of new entrants: Low Palm oil barcode scanners require very large, country specific product databases with detailed information on each product and company. Because the development and maintenance of the product database is so time intensive the barriers to entry and limited potential for newcomers to gain market share make threat of new entrants low. Threat of substitutes: High Labelling laws in New Zealand and Australia are currently under review. A proposal is currently before the Legislative and Governance Forum on Food Regulation which would mean companies have to label palm oil on their products. Mandatory labelling of palm oil would make the need for a palm oil barcode scanner redundant (Unmask Palm Oil, 2014). The U.S, which has mandatory labelling of palm oil could explain why uptake of their app was so low with less than 5000 downloads (Google Play, 2013) Rivalry among existing competitors: Low The only functional app is the U.S based app (Google Play, 2013). The development of an Australian or New Zealand app would result in no additional rivalry as the product databases are so different so therefore the customers are entirely different. Overall attractiveness of the industry: The industry is attractive due to low supplier and buyer power as well as low rivalry among existing competitors. The industry faces the risk of
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5 legislative change however the app could be adapted to provide more detailed information to overcome this threat. The uniqueness of the database and the high barriers to entry make for a suitable industry. 3.3 Customers and Thei r Needs Target customers of the palm oil barcode scanner app would be socially and environmentally aware consumers. These customers are shopping for New Zealand products and want to be able to make the ethical decision to only buy Certified Sustainable Palm Oil (CSPO) (RSPO, 2014). These customers need accurate and quality information about the palm oil that is in their products as well as education about CSPO and the different forms it can take (RSPO, 2014). 3.4 The Product and Service The palm oil barcode scanner app would allow a consumer to pick up a product at the supermarket, scan the barcode with their smartphone and be presented with a range of information. The app will display information that is relevant to the consumers decision on whether or not to buy the product: the approximate palm oil content of the product, the nature of the CSPO in the product, whether or not the company openly labels the use of palm oil, whether the parent company is linked to unsustainable palm oil use and when the company plans to be using 100 percent CSPO (if at all/if not already). The scanner will then present a recommendation about whether the consumer should buy the product based on a traffic light system: Green The product does not contain palm oil or the product uses 100 percent traceable CSPO Orange The product is only using some CSPO but is making good progress towards achieving 100 percent CSPO in the near future Red The product is using conventional palm oil that is not certified.
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6 3.5 Suppliers and Partners Suppliers are the app developers who develop and maintain the app as well as the database software that keeps track of product information and the corresponding recommendation (traffic light system) on each product. Partners include the Itunes app store and Google Play Store to market and sell the app. Advertising slots will be open to companies that are Green on the traffic light system and so these companies are considered to be partners. For the purposes of achieving credibility other partners could include environmental organisations like WWF, Zoos, Oxfam and campaign groups like Unmask Palm Oil. 3.6 Strategy: Focussed low cost The app would be retailed at standard app store prices which usually range from one to two dollars. This means the product itself is very cheap and therefore financially accessible to a lot of people. The app caters to a narrow market of people concerned about palm oil in their products. While there may be a lot of people in this market it only satisfies this single need. Therefore due to low cost and a narrow market the strategy is focussed low cost. 3.7 Value Chain Activity: Technology development and R+D Technology development and R+D is the most important value chain activity for this barcode scanner. The app adds value for the customer by finding and consolidating information about all supermarket products palm oil policies. This requires a large amount of research to develop a product database that is accurate and credible. Therefore it is the development of the database and the research that goes into this system that is the most important value chain activity. 3.8 Business Processes
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7 Product categorisation process: this business process categorises products into the traffic light system of a recommendation to customers about whether or not they should buy the product (see the product and service)
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8 Research review process: this business process allows for the constant checking and updating of the product database system based on feedback from stakeholders such as companies and customers.
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9 3.9 Functionalities PRODUCT CATERGORISATION PROCESS Scan barcode Display traffic light category RESEARCH REVIEW PROCESS Send/Receive email to/from stakeholder Update database record 3.10 Systems
PRODUCT DATABASE SYSTEM A system that stores data on individual products: its barcode information, traffic light category, information on palm oil policies, image of the product etc. BARCODE RECOGNI TI ON SYSTEM A system that can scan a barcode and correlate it with the correct product data from the product database system. CUSTOMER TRACKING SYSTEM Able to keep track of costomer interactions, feedback and traffic on the app.
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10 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Technology and Research and Development 1. Product categorisation process 1. Scan barcode
2. Display traffic light category
Product Data System
Barcode Recognition System Decision Support System 2. Research review process 1. Send/receive email to/from stakeholder
2. Update database record Customer Tracking System Customer Relationship Management System
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11 CONCLUSION A palm oil barcode scanner would enable consumers to be able to take action to end the unsustainable production of palm oil and support Certified Sustainable Palm Oil (CSPO). The app would operate in an attractive industry primarily due to the high barriers to entry caused by the database requirements. The apps generic strategy is focussed low cost and the main value chain activity is Technology and Research and Development. This value chain activity is led by the business processes of the Product Categorisation Process and the Research Review Process. Specific Information Systems such as the barcode recognition system contribute to broader information systems that are used such as the Decision Support System. This app is unique from the current U.S based app and has a high chance of success in the industry.
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12 REFERENCES
References Google Play. (2013). Palm oil guide and scanner. Retrieved May 18, 2014, Retrieved from https://play.google.com/store/apps/details?id=com.spectrumsolutionsep.palmoilguide RSPO. (2014). Basic information. Retrieved May 19, 2014, Retrieved from http://www.rspo.org/en/basic_information Sheil, D., Casson, A., Meijaard, E., van Noordwijk, M., Gaskell, J., Sunderland Groves, J., . . . Kanninen, M. (2009). The impacts and opportunities of oil palm in south east asia. ( No. 51). Jakarta: Centre for International Forestry Research. Statistics New Zealand. (2012). Palm kernel imports. Unpublished manuscript. United Nations Food and Agriculture Organisation. (2011). Oil palm plantations: Threats and opportunities for tropical ecosystems. Retrieved May 20, 2014, Retrieved from https://na.unep.net/geas/getUNEPPageWithArticleIDScript.php?article_id=73 Unmask Palm Oil. (2014). About. Retrieved 20 May, 2014, Retrieved from http://www.unmaskpalmoil.com/about WWF. (2014). Which everyday products contain palm oil?. Retrieved May 21, 2014, Retrieved from http://www.worldwildlife.org/pages/which-everyday-products-contain-palm-oil Yellow Pages. (2014). App developers. Retrieved May 20, 2014, Retrieved from http://yellow.co.nz/new- zealand/app-developers?what=App+developers&where=new-zealand