Name Rajeev Kishore
NetID rkis215
Group Number: 093
Website Link: http://group093.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Mira Lee Tuesday 9am
Time Spent on
9 hours Word Count: 1424


The problem we found was that in New Zealand there is too much speeding on motorways
and the problem is causing many deaths and injuries. As we found from the ministry of
transport 25% of people in 2013 travel over the legal speed limit. (The Ministry of Transport,
2014). Our solution was to reduce the amount of police and traffic cameras on motorways
and introduce a more effictive way to use cameras and speed sensors at the start, end and
on every on and off ramp to calculate the speed by using the distance travelled by the car
and dividing this by the time travelled.
3.1 Vision
Our goal is to be the most reliable, effective and robust speed monitoring system to have
ever been introduced. We wish to continuously reduce the death and injury toll all around
the world by providing our services to all transport companies also sharing our vision to live
a lively and longer life.
3.2 Industry Analysis: Motorway Transport Monitoring Industry
Industry: The Motorway transport monitoring industry is about using effective ways to
monitor and measure how safe it is when travelling on NZ motorways.
Force: High/Low: Justification:
Buyer power: High I believe Buyer Power is high because Transport
authorities have the choices of a police officer
sitting with a speed radar or a speed camera,
both options have been widely used in the past.
As both these options can be successful and are
cheaper options this makes them have a


competitive advantage for authorities, as they
can directly effect the price they want to pay for
certain services. (Oxera Consulting Ltd. 2012)
Supplier power: Low Supplier Power is low because there are many
options for the transport companies who they
would like to monitor their motorways from. As
there are many options costs will be lower for
transport authorities as there is lots of
competition. (NZTA, 2004)
Threat of new entrants: Low As there are many cost barriers to enter this
industry it is very difficult to enter. As there needs
to be a significant amount of information dealt
with through IT systems and equipment needed,
this industry is tough to compete in. (The
Ministry of Transport, 2013)
Threat of substitutes: High This industry has two major substitutes transport
authorities use to catch people speeding. The
speed cameras on motorways and police officers.
As there are only two they are still attractive and
can do the appropriate job. (The Ministry of
Transport, 2013).
Rivalry among existing
High As there are few strong alteranatives rivarly is
high. This is also because there is competition
that may appeal to transport authorities as they
can be of less cost and only active when they
want it to be. (Ministry of Transport, 2013).


Overall attractiveness of the industry: Overall this industry doesn’t seem acttractive as the
rivarly is high amongst competiton and buyer power is also high. This means suppliers will
not be able to drive prices as they have no power. Also the threat of substitutes is high
which indicates there needs to be a unique selling proposition to get ahead of competition
in this market.
3.3 Customers and Thei r Needs
A potential customer could include the NZ Transport Agency needs this system as they can
clearly monitor what areas people coming from are speeding, identify trends on the times
people speed and locating repeat offenders. For example the ministry of transport states:
“Managing travel speeds is a core part of an efficient and safe road transport system. Speed
management involves consideration of travel times, safety, fuel use and other
environmental issues.”(Ministry of Transport, 2014). This quote taken from the website
suggests that speed monitoring is a primary concern for them and The Speed Stopper
System is designed to be integrated into their current strategy.
Another potential customer could include the New Zealand Police. As the police also try to
make roads safer they could also be a customer as this system can allow them to attend to
more serious emergencies. The NZ police could also be interested as they can draw trends
from the data of the repeat offenders and can issue warnings and notices faster than
previous methods of waiting for them to offend and checking their history on the police
3.4 The Product and Service
The NZ Transport Agency and the NZ police could use the Speed Stopper System to report
drivers and check trends of when cars speed most and least often, this can therfore provide
an insight for the NZTA as they can put in place appropriate plans and to minimise the
speeding culture. As this system knows the past actions, the future actions are most likely
going to be similar and are the best predictor of what might happen. This approach will be
more effective to the NZTA and NZ police as when drivers approach speeding cameras
people slow down and after they pass they eventually speed up again. This way drivers will


need to be cautious during their whole trip. This system will also have a knock on effect as
drivers will gradually come to terms with the constant survellience, that they will slow down
when driving on city roads and in suburbs
3.5 Suppliers and Partners
Potential suppliers for Speed Stopper Ltd. could include fujifilm, canon or some other
camera specific company for the hi-tech cameras being installed on the road. Another
supplier could include a company like STS Sensors for the sensors being placed on the road.
These two suppliers would need to be reuputable and have reliable to be able to deliver in
full, on time and in spec.
Potential partners for Speed Stopper Ltd. could include the NZ police and a database
management software company. As the business would require lots of storage and
management of the information being collected the database management company would
be ideal, therefore reducing costs and having quicker and more accurate access to data
being over looked. The NZ police would also be a good partner as this is where all the data
will end up and working with them will enable greater understanding of the transport
system which will allow Speed Stopper Systems Ltd. to continuously develop ideas and make
3.6 Strategy: Focused High Cost
The Speed Stopper system is focused high cost as it is targeted to a narrow market – the
transport authorities and it is of a high cost to setup, buy and maintain. This strategy is also
appropriate because the system is only designed for the motorways and not for suburb and
city roads.
The overall strategy is therefore Focused High Cost.
3.7 Value Chain Activity: Procurement
The most important value chain activity for this business is Procurement.
Procurement is an important value chain activity to this business as its main processes
include setting up contracts, supplies and devloping products to requirements


specifications. As the businesses vision is to be reliable and effective through delivering its
product and service, procurement is very important as it ensures the quality, cost and
service are provided for, to the best of the businesses ability. Procurement is also vital to
this business as the strategy is focused high cost. This would indicate the businesses product
and service is a high cost to the customer and therefore would like to be made or produced
for the lowest cost possible. This would not be done without planning in the procurement
value chain activity. This would enable the business to make maximum profit from the
3.8 Business Processes
3.8.1. SALES AND INSTALLATI ON PROCESS – The Sales and Installation process begins with a
transport company wanting a quote for the Speed Stopper System, which includes the use
analysis of how many cameras, sensors need to be brought and installed and the fees for
the respective tradesmen. If the transport authorities believe this process is too expensive
this is the end of the process otherwise contracts are developed by the sales department
and the process is continued with. The Speed Stopper System is then programmed and
tested extensively to check for any issues regarding the feedback given via the database.
Only after this process has been completed, installation takes place.


Companies wants
quote for the Speed
Sales Department
sets up contract
Decides how
many cameras
and sensors
need installing
Want to go ahead with process
Keep using police
and speed cameras
Process To Costly
Speed Stopper
cameras and
Speed Stopper
needs to be linked
to database system
of the NZ police
Install Speed
Stopper System on
Check all
systems are
working by
Everything good to go
Problems found in testing
monitors sensor
Speed Stopper Ltd.
Paid for their work

3.8.2. DATA STORING AND DI STRIBUTING PROCESS – The data storing and distributing process
is the steps taken after a car is caught speeding regarding capturing the data and
distributing it to appropriate channels. This process starts with data of, the photo of a car
and the speed it was travelling. This data is assigned a unique ID for the pair and should
match. If this data does not match there may be investigation required as to why so. If the
data is correct however, it is sent directly to the NZ police and the data is extracted to help
police issue a ticket for the driver or the system may alert police to take the drivers license
away or suspend his/her car. The final part to the process is receiving payment for the fine.



Car Caught
Camera takes photo
of car and stores it
with a special ID
Sensor records
speed car was
travelling at and
stores with the
exact match ID
number of the
Camera code
Both numbers sent
to Speed Stopper
Ltd. database and
matched against
each other
Numbers Match
Send car details and
Speed travelled Info
to NZ Police
Both numbers and
details are sent to
department for
reviewing and alerts
for problems
Problem Fixed
Start process again
Speed Database
System Issues ticket
for the driver of the
NZ Police receive
Payment for fine
Customer Service Department
Reviews system and asks for NZ Police input on how to improve


3.9 Functionalities
 Setting up a contract for installing the Speed Stopper System
 Install cameras and sensors
 Send data to NZ Police
 Recording speed vehicle was travelling at
3.10 Systems

3.10. 1. INSTALLATI ON SYSTEM – The installation system is the process of installing cameras
and sensors to take photos of the vehicles speeding, therefore being the most effective and
efficient way to make the roads safer while also being equally reliable to deal with large
amounts of data.
3.10. 2. DATA STORING SYSTEM – The data storing system is the process of storing the photo
as digital in computers and storing the speed of the car. This therefore shows the most cost
effective and reliable way to store data as it can also work 24/7. The system has no need for
breaks and can deliver reports of trends on the data it has captured.
3.10. 3. MAINTENANCE SYSTEM – The maintenance system is the process of keeping the
Speed Stopper System up to date as new technologies become available. This system will
also include making minor tweaks to adjust the system to its full capability in the beginning.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

1. Sales
1. Setting up contract for installation

2. Installing cameras and sensors
Installation system

Installation system
Enterprise resource
planning System

Enterprise resource
planning system
2. Data
1. Send data to police

2. Recording speed vehicle was travelling at
Data storing system

Data storing system
Executive information

Decision support system


Overall I believe the Speed Stopper System is designed to incorporate IT to store, capture
and deliver data to outsource to useful platforms. Information systems can help deliver
value by controlling the data inflows and outflows, coordinate an organisation by following
steps to achieve a goal and manage the processes by overlooking it and outputting useful
information to use for decision makers in an organisation.


1. Oxera Consulting Ltd. (2012). Buyer Power and its role in regulated transport sectors.
Retrieved from

2. The Ministry of Transport. (2014). Speed Surveys. Retrieved from

3. The Ministry of Transport. (2014). Speed survey results – car speeds. Retrieved from

4. Chris Parkman. (2004). Traffic monitoring for state highways [Issue 1.2]. Wellington:
Transit New Zealand.

5. The Ministry of Transport. (2013). Speeding – crash statistics for the year ended 31
december 2012. Retrieved from