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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Duyen Phong Nguyen
NetID Dngu465
Group Number: 353
Website Link: http://infosys1102014s1group353.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-Wah Huang Friday 12pm
Time Spent on
Assignment:
16 Hours Word Count: 1220

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PUBLIC TRANSPORT TECHNOLOGY
INTRODUCTION
Public Transport in Auckland is not user friendly to people living here or to tourist who visit
Auckland for a great experience. It is considered unreliable and not the easiest of transport
methods to use. So we have come up with an idea to help the public get from Point A to
Point B using the latest of GPS technology, making transport more reliable and enjoyable.
3. BUSINESS SECTION
3.1 Vision
To take the use of public transport to a whole new level.
3.2 Industry Analysis: Public Transport Industry
Industry: Public Transport Industry. Current systems that are used to help commuters travel
from point A to B.
Force: High/Low: Justification:
Buyer power: Low People in Auckland have increased the use in
public transport by 9.1% from December 2010 to
2011. Public transport is available to everyone
therefore not targeting a specific group making
the buyer power low. (Jon C, 2011).
Supplier power: High Supplier power is high, as transport is funded by
the government. This means they have control of
the market. (Auckland Transport, 2012).
Threat of new entrants: Low Threat of new entrance is low as the Auckland
Transport is a monopoly. It is dominated by the

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government high funding which makes it difficult
for other rivals to enter the transport industry.
(Auckland Transport, 2012).
Threat of substitutes: Low Threats of substitutes are low as the only
transport company in Auckland is AT. There are
not a lot of firms which focus on public transport,
therefore making threat of substitutes low.
(Auckland Transport, 2013).
Rivalry among existing
competitors:
Low There are no existing competitors at the moment,
which make any rivalry low. (Rosemary Roberts,
2012).
Overall attractiveness of the industry: Overall this industry is attractive. This is because
they have high supplier power and all the other aspects are low. By being a monopoly, they
are able to make decisions over the use of public transport.
3.3 Customers and Thei r Needs
The target customers for the GPS public transport would be any commuters that use public
transport. Although it is a rather wide target, it would be suitable because many people use
public transport even though it may not be all the time.
The needs of our target customers are that they need to know where they are, which buses
to catch to reach their destinations and also if they will be able to arrive on time. This is a
common problem as some commuters end up getting lost as they have no clue as to where
they are going.
3.4 The Product and Service
The product that will be provided to improve public transport would be a GPS built into all
buses and trains which will pinpoint your location and show on an electronic screen which
route the bus is headed to.

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This product will encourage more people to ride on public transport and reduce congestion.
Also, it would make commuters more confident to use public transport, as they will always
know where they are.

3.5 Suppliers and Partners
Potential suppliers for the product would be TomTom or Garmin as they are the leading
makers of GPS. Another supplier could also be Samsung. They would be able to provide the
transport with the electronic screen showing the map of the bus route.
A potential partner of the GPS could be AT transport. They are responsible for the transport
in Auckland therefore making them our target partner. They would be able to add new
features to the current app which will be more user friendly for commuters.
3.6 Strategy: Cost Leadership
The strategy that we plan to use is Cost Leadership. This is where we target a broad market
but at a low cost. This allows everyone and anyone to use the transport system and to use
the technology provided by the GPS.
By using a cost leadership, it would enable the GPS to dominate the market and be a one of
a kind product. It would not only be useful, but it would also be profitable.
The overall strategy is therefore Cost Leadership
3.7 Value Chain Activity: Market And Sell The Product
The most important value chain activity for this business is to market and sell the product.
By marketing and selling the product, you will be able to attract customers to use public
transport and to use the product. Once marketing occurs, it would usually spread by word
from current customers to new customers. If it is marketed well, the product could be
successful in maximising profits.
3.8 Business Processes

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3.8.1. CUSTOMER APPLI CATION PROCESS This process is important as it allows the
customer to input their details in order for them to get to their destination safely. All the
customer needs to do is put in their location, destination and time departure and the app
will do the rest.

3.8.2. DATA ANAYLSIS PROCESS -
The data analysis process is where the server collects the data from the customer and sends
information back to the customer, so they know where they are going or wanting to go. This
is important because customers are going to be reliant on the application to get from point
A to point B.


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3.9 Functionalities
3.9.1. CUSTOMER APPLI CATION PROCESS
Receive data from customers
Accept or decline application
3.9.2. DATA ANALYSIS PROCESS
Process data sent from customers
Send information back to customers
3.10 Systems

3.10. 1. DATA ANALYSI S SYSTEM This system will collect data from the customers and then
be sent to a server, there it will be processed and transformed into information which will
be sent back to the customer.
3.10. 2. CUSTOMER APPLI CATI ON SYSTEM This system allows the customer to put in their
location, desired destination and arrival time. This system allows the customers the freedom
to have control as to where they are going.
3.10. 3. SOFTWARE SUPPORT SYSTEM This system allows the GPS to be constantly updated
with new software. For example as new roads are built, the customer will have regular
automatic updates. This will keep customers in the loop as new projects arise.

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3.11. Summary Table: Value Chain to Systems

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

Market and
Sell The
Product
1. Customer
Application
Process
1. Receive data from customers

2. Accept or decline application
Customer Application System CRM

TPS
2. Data Analysis
Process
1. Receive data sent from customers

2. Send information back to customers
Data Analysis System

Software Support System
DSS

MIS

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CONCLUSION
The new GPS for public transport is an innovative idea which allows anyone and evryone to
use, as it will be placed in buses and trains. It solves the problem of customers being afraid
of getting lost around Auckland as they will always know where they are. It also encourages
them to use public transport which will decrease traffic congestion. As traffic congestion
decreases it will allow customers to arrive on time and transport to be more reliable and
punctual.

REFERENCES

1. Auckland Tranport. (2012). Annual Report. Retrieved from
https://at.govt.nz/media/imported/4469/annual-report-online-version.pdf

2. Auckland Transport. (2013). Annual Report. Retrieved from
https://at.govt.nz/media/276536/AT-Annual-report-2013-web-version.pdf

3. Jon C. (2011). PT Patronage Leaps 9.1% In Year. Retrieved from
http://www.aktnz.co.nz/2011/12/21/pt-patronage-leaps-9-1-in-year/