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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014


Name Kimberley Ea
NetID kea616
Group Number: 511
Website Link: http://www.group511d2.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kirsten Thursday 12pm
Time Spent on
Assignment:
19 hours
Word
Count:
1627
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INTRODUCTION
Want a better transportation method to get to school, work or exploring the city? Why not
try Ubike! Ubike is a public rental bike system that allows you to rent the bike from point
A to point B using your AT hop card. Instead of being stuck in public transport due to
congestion at North Shore and the central business district (CBD), Ubike will solve all your
problems as you pay and go.
3.1 Vision
To deliver our customers to their destination in a fast, efficient and stylish way with the
latest technology at a affordable price.
3.2 Industry Analysis: Transportation Analysis
The Ubike is classified under the transportation industry as it is a service for the public to
use to get to their destination.
Force: High/Low: Justification:
Buyer power: Low Consumers only have the option of buses or train
in New Zealand. With only two choices of public
transportation, they can charge at a higher
price due to less competition.
Supplier power: High Consumers only have a limited of choice to
choose from.This highlights the need to
provide greater transport choices to achieve a
more resilient, efficient and reliable transport
system.(Matt, 2014)
Threat of new entrants: low There is not enough demand for a new source of
public transport. Consultants have ranked
Auckland last out of 14 cities - in New Zealand,
Australia, Canada and the United States -
included in a benchmark study for the average
number of public transport trips taken annually
by its residents. (Dearnaley, 2011)
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Overall attractiveness of the industry: It is attractive as the industry has mainly low
threats. With that being said, it will take a company who has a lot of money to start up
their own transportation company as successful as Auckland Transport. With Auckland
Transport being around since the beginning, it will take a lot of advertising and marketing
to compete with them. But if its done right, it will be very rewarding as you will be the
only successful individual transport system that is not owned by the government.

3.3 Customers and Their Needs
The Ubike is aimed towards those who want to reach their destination faster without the
congestion from the CBD and in the North Shore. These consumers could be students,
workers or visitors to New Zealand. According to Dearnaley (2014) Auckland Transport
too slow' making cycling safer Consumers want to get to their destination as safe as they
can and as fast as possible. With the Badly organised bus system, it was said that the
government would add more bus lanes to help the traffic congestions around CBD.it was
not good enough that no bus lanes had been built when more were needed. (Orsman,
2013) But with the creation of Ubike, customers can be assured that their needs have
been met.
3.4 The Product and Service
The Ubike is a product that is different from the average bike. For instance, when you sit
on the bike, it detects your weight and Body Mass Index. Not only that, but it indicates
how much calories you have burned off. This allows you to fit in your gym session that
some people cant afford to attend due to time. Its a two in one, allowing you to exercise
unintentionally and with style. For the Ubike customers, they have their own lane to bike
on allowing them to take advantage of the safety measures that has been applied, as no
other type of vehicle are allowed on their lane. With their own allocated lane, Ubike users
can avoid lanes used by cars, motorist, buses and taxis.

Threat of substitutes: high Consumers can use their own cars to get to their
destinations. Walking, biking, carpooling, taxis
and motor vehicle is also an option.
Rivalry among existing
competitors:
Low According to Wikipedia(n.d.)Services are
coordinated by Auckland Transport this makes
the rivalry non existant.
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3.5 Suppliers and Partners
Supplier is someone whose business is to supply a particular service or commodity. Ubike
suppliers are those items that are needed to operate the product.
Urban Effect would supply Ubike with a bike stand as the Ubike would need to be
supported by something.
Avantiplus would be a supplier that supplies rubber used to produce tyres for the Ubike to
operate.
A Partner is a person who takes part in an undertaking with another or others, especially
in a business or firm with shared risks and profits.
Auckland Council would be a partner as it will give consumers access to use their AT Hop
card on the Ubike.
Another partner would be AT public transport as they will help promote the new
transportation method. By increasing the use of Ubike, the traffic congestion will decrease
allowing buses to stick to their timetable.

3.6 Strategy: Focused Low Cost
For this particular product, it is classified under Focused Low Cost in Porters Generic
Strategy. This is because Ubike is solely focused on the narrow market as only those who
are in the North Shore and the CBD area can access it. Ubike is free for the first 30
minutes and after that is is a flat rate charge of $1 every additional 30 minutes.

3.7 Value Chain Activity: Making the Product/Service
The most important value chain activity for this business is making the product. The Ubike
is all about what consumers want. By creating something that consumers want like a
transportation system that is more efficient, affordable and faster. The outcome would be
the Ubike. Its important to listen and ask what consumers want as they are the ones who
will buy and use the product. Since the Ubike is affordable as the first 30 minutes are free
and traffic congestion is mainly focused around the North Shore and the CBD. Consumers
will want to use the Ubike resulting a decrease in traffic congestions, allowing school kids
and workers to get to school and work faster. According to Turei (2014) 93% of parents
who drive their kids to school said they would prefer for them to walk or cycle, but only if
they knew it was safe.
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3.8 BUSINESS PROCESSES - MAKING THE PRODUCT
3.8.1. Make the Product - Making the product is an excruciatingly important process for
any company. It defines what and who you represent. It is the main success in your
organisation as it solely relies on the income of your product. By making a product like the
Ubike using the business process, it guarantees a successful product at the end of the day.
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Making the Product
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3.8.2. Product testing - The product testing is important to making the product business
process as it is the guide to making a improved, successful and efficient product.
Conducting tests to see if the product can sustain situations that would and wouldnt
happen daily for the Ubike, would assure consumers that it is a safe method to travel.
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3.9 FUNCTIONALITIES
3.9.1. Making the Product/Service Process

Delivering Consumers to point A to point B

Consumers can exercise while going to their desired destination.

3.9.2. Product Testing Process

Successful operating public Transportation System

Issuing a efficient Ubike for Consumer Use

3.10 SYSTEMS

3.10.1. Delivering Management System- This system relates to the functionality of
delivering consumers to point A to point B as it focuses on the process of consumers
getting to their destination
3.10.2. Operating System- This system relates to the functionality of successful operating
public transport system as it works how to successfully operate the product by featuring
the demands of consumers want.
3.10.3. Marketing Information System- This system relates to the functionality of Issuing a
efficient Ubike for Consumer use. It promotes the success of the product by advertising
the answers to what consumers wants.
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3.11. SUMMARY TABLE: VALUE CHAIN TO SYSTEMS


Value
Chain
Activit
y
Processes Functionalities Specific
Information
System(s)
Broad
Information
System(s)

Making
the
Produc
t/
Service
1. Making
the
Produc
t
1. Delivering Consumers
to point A to point B

2. Consumers can
exercise while going
to their desired
destination.
Delivering
Management
System

Perk
Management
System
Transactional
Processing
System (TPS)

Decisional
Support
System (DSS)
2. Testing
the
Produc
t
1. Successful operating
public Transportation
System

2. Issuing a efficient
Ubike for Consumer
Use
Operating
System
Marketing
Information
System
Transactional
Processing
System (TPS)

Transactional
Processing
System (TPS)
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CONCLUSION
In conclusion, The idea of Ubike is fantastic. The transportation Industry has low threats
therefore allowing us to enter the market easily. Ubike aims to satisfy consumers wants by
creating a system that is efficient, fast and stylish. It incorporates a system that decreases
the the traffic congestion around North Shore and CBD. With more consumers using the
Ubike, it decreases the use of cars and the use of the bus system. This will then decrease
the traffic congestion allowing buses to be more efficient.

REFERENCES

1. Mathew Dearnaley ( Jan 10, 2014.).Auckland Transport 'too slow' making cycling
safer. http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11183890

2. Metiria Turei ( Mar 13, 2014.).Greens launch Safe Walking and Cycling to School
policy https://www.greens.org.nz/press-releases/greens-launch-safe-walking-and-
cycling-school-policy

3. L Matt. (Mar 11, 2014). The Role of Cycling in Auckland.http://
transportblog.co.nz/2014/03/11/the-role-of-cycling-in-auckland/

4. Mathew Dearnaley ( Oct 10, 2011.). Auckland in last place for public transport use
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10757884

5. Wikipedia (n.d) http://en.wikipedia.org/wiki/Public_transport_in_Auckland






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