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Name Chia-An Chiang
NetID cchi196
Group Number: 183
Website Link:
Tutorial Details
Tutor: Day: Time:
Yvonne Hong Wednesdsy 10am
Time Spent on
21 hours Word Count: 1506


New Zealand has a serious problem when addressing the topic of alcohol as New Zealanders
are drinking too much on average and this resulting in many consequences. Accourding to
the results, the biggest and most fatal consequence is behind wheel drunk driving. This
causes more than 700 New Zealand teenagers have lost their lives on the road every year.
Therefore, we are proposing the solution to minitor such problematic drinking. We have
come up with the idea of a highly senstive alcohol detection sensor on car-door handles that
will activate the vehicles locking system and emergency contact system when the driver has
exceeded the alcohol limit. This idea will effectively eliminate the posibilities of causing an
accident and the most importantly is that this system makes everyone on the road safer.
3.1 Vision
Our product aims to prevent drunk driving in New Zealand by discouraging and stopping
drunk driver driving on the road through the vehicles locking system and emergency contact
system. With this system in place, New Zealander’s will ultimately change and learn to drink
and drive responsibly.
3.2 Industry Analysis: Alcohol Limitations Industry
Industry: Alcohol Limitations Industry.
Force: High/Low: Justification:
Buyer power: Low As this product is unique the customers have
limited selections. Therefore, the buyer power is


Supplier power: High The supplier power is high as the technology (a
new technology) and resources needed to build
this product are difficultly found and accessible.
Threat of new entrants: Low The cost to start a alcohol management business
is high, which means there are high barriers to
enter this industry. Therefore, there would be a
low threat of new entrants.
Threat of substitutes: Low There are few alternatives to this product and
therefore substitutes will be rare.
Rivalry among existing
Low There is not a very high market for this industry
and therefore there is low competition, if any,
between excisting competitors.(example:
Overall attractiveness of the industry: Due to the low threat of substitutes, low bargaining
power of customers,high barriers to enter this industry and t few existing comprtitors in the
indutry our business is attrative in the Alcohol Limitations Industry.
3.3 Customers and Thei r Needs
Our customers consist of the governmnet and all drivers in New Zealand. There is a definite
need for controlling and limiting the intake of alcohol amongst. Excess alcohol has likely led
to drunk driving, which is becoming a big issue here in New Zealand. Therefore, with this
system in place, the government will be able to manage drivers drinking and reduce the
rate of traffic crashes and the rate of death by an car accident. The drivers will able to
manage their drinking and reduce the risk of any damage physically on themselves or on
everyone on the road. (New Zealand Police, 2012 statistics)
3.4 The Product and Service


This product fulfils government (or drivers) needs as it will keep watching of drivers through
a vehicles locking system. The car will lock automaticall by a highly senstive alcohol
detection sensor on car-door handles if the driver has exceeded the alcohol limit and the
supporting system, the emergency contact system, will alert an emergency contact or a
designated driver to pick the drivers up. The government and drivers will find it benefical to
have this implanted in cars as this system makes everyone on the road safer, as well as
reducing the drunk driving in New Zealand.
3.5 Suppliers and Partners
Suppliers: our business is a new technology for reducing and stopping drunk driving so our
suppliers will be software companies because they can create a system as unique as ours.
Partners: As this is a ‘reduce drunk drinking’ scheme, ALAC will be heavily involved. This will
also include organisations from the public health sector to non-government organisations, to
government departments, Pacific health providers, Māori providers, the liquor industry and
liquor licensing people (ALAC 2012). Also The New Zealand Police will play a big role in
enforcing our system as they have a Alcohol Action Plan that states that they will “commit to
working in partnership with the community, government agencies, and non-government
organisations to promote a safer New Zealand, by preventing and reducing alcohol-related
crimes”. (New Zealand Police Alcohol Action Plan 2006).
3.6 Strategy:
Our competitive strategy would be Differentation. This is because our product is so unique(
a new product) and complicated, we will apply a high cost to it as a means of covering the
manufacturing costs involved. Also, the buyers (government and drivers) have few close
alternative to choose, that the market would be broad.

3.7 Value Chain Activity: Technology development (and R&D)
The most important value chain activity for this business is technology development (and


This is because our system requires a complete reliability on this new introduced system. As
it is a new system, it is open to errors and faults and therefore there is a high emphasis on
R&D to develop as the product does, solving problems along the way.
3.8 Business Processes
3.8.1. PROJECT EXECUTION PROCESS – This process helps us to achieve our business plan by
arranging the data and the emergency contact and executing the systems, which will be
useful in order to meet the business project objective defined during project initiation.This
process is important to our business because this will increase the efficientcy of our
business and will, in the iong run, improve our system overall.



3.8.2. PRODUCT STRUCTURE MANAGEMENT PROCESS – This process enables us to manage our
product- related master data and offers consistent structures for intergrating this data into
manafacturing processes and management of resources. This process also provides a different
view of part relationship in assemblies to correspond to the various department needs, which helps
our business plan to work effectively.



3.9 Functionalities
 Arranging the data and the emergency contact
 Executing the systems
 Set up classification system
 Create and manage materials.
3.10 Systems

3.10. 1. DATA PROCESSI NG SYSTEM - This system will allow us to interpret, and effectively
use data from our product to calculate a strong inference on what is needed to develop our
business plan and idea overall. This system’s main function within our product is to process
the data of a driver’s sobriety test and to process the emergency contact. This means
processing data about the drivers to the software. This will allow us to change and update
our product accordingly to demand.

3.10. 2. ANALYSING INFOMATI ON SYSTEM – This system will ensure accuracy across our
business and allow for critical analysis of our product. Again , its main function is to analyse
drivers’ sobriety test and input of data. If the driver has reached the alcohol limit the system
will alret other systems. Therefore, this will be useful to our business in terms of futher
3.10.3. NETWORK CONTROLLING SYSTEM – This system enables to control of the network of
the business for the particular purpose and action. This system’s main function within our
product is to control the master data , also, to transfer datas within the network and one
for our specialized program.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

(and R&D)
1. Project
1. Arranging the data and the emergency

2. Executing the systems
Data Processing System

Analysing Information System
Collaboration data System

Collaboration System

2. Product
1. Set up classification system

2. Create and manage materials.
Network Controlling System

Data Processing System
Collaboration System

Collaboration System


The government and drivers will find it benefical to have this product implanted in cars as
this product makes everyone on the road safer, as well as reducing the drunk driving in New
Generating Growth: we can generate growth from this product as it concerns
everyone’ssafty. For the government this product will help them to reduce the rate of traffic
crashes and the rate of death by an car accident. This makes New Zealand to become a
better and safer country in the world. For drivers, they will able to manage their drinking
and reduce the risk of any damages physically. We can also measure growth by product
performance as we can measure the product by its revenue performance to inform us if it is
selling well.

1. What is a car breathalyer?(2014). Retrieved from
2. ALAC(Updated on the 01/07/12)New Zealand statistics. Retrieved from

3. Minister of Transport. 2009. Alcohol/Drugs: crash statistics for the yearended 31
December 2008. Wellington: Minister of Transport

4. Health and Injury.(n.d.)Retrieved from

5. National Drug Policy of New Zealand.(Nov 2010). AlcoholQuick Facts.Retrieved from$File/alcohol-factsheets.pdf/

6. Our Organisation.(n.d.) Retrieved from .aspx

7. Sales KPI Example.(2014)Retrieved from