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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Sooin Kim
NetID Skim469
Group Number: 201
Website Link: http://infosys1102014s1group201.blogspot.co.nz/p/d1_5.html/
Tutorial Details
Tutor: Day: Time:
Johnnie Wednesday 10am
Time Spent on
Assignment:
15 hours Word Count: 1799

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DELIVERABLE 02
INTRODUCTION
Dog attacks are a serious concern in New Zealand. Binning(2012) says in 2011, nearly 12,000
people sufferred from dog attacks, nearly 1,700 of them were childeren, left unattended
with dogs. A solution needs to involve a product which is affordable and prevents the attack
from occuring in the first place. Our product will reduce the public suseptibility to any
potential dog attacks by calming the dog.
3. BUSINESS SECTION
3.1 Vision
To provide our customers with a world leading safety system which provides safety,
reassurance and piece of mind, around dangerous breeds of dogs.
3.2 Industry Analysis:
Industry: Pet safety and protection Industry. Our product is designed to mitigate and
reduce the chance of dog attacks on humans. Currently theres little in the way of physical
products to prevent this, such as muzzles and electric collars, but our product is specifically
aimed at reducing the impact on animals attacks on humans.
Force: High/Low: Justification:
Buyer power: Low We will be the only supplier to the market as we
design and produce our product. Our consumers
will have to buy the product from us initially,
making buyer power low. However, since the
components are widely available, reproduction
would be relatively easy and we would expect
this to change to medium in the future.

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Supplier power: Low In this industry the cost to switch suppliers would
be relatively low, as there are many
manufacturers which can compete both on
quality and price of the individual components of
our product. For example, Dongguan City
Chunteng Industrial Co., Alibaba(n.d.) is just one
of many bulk collar suppliers. We can get other
raw materials like pulse sensor and voice recorder
from other manufacturers using Alibaba.com.
There are also a wide vairety of differing
components which can be used with the exact
same affect, such as differing brands of voice
recorder. As such the supplier is unable to 'hold
us to ransom'. Although the costs of the raw
components from the supplier impact on the
bottom line (profit), there is an ability to switch
suppliers with ease, essentially, holding the
supplier to ransom.
Threat of new entrants: low Although in our industry the barriers to entry are
relatively low, due to low set up costs and low
component costs, we would obtain patent for our
product which would protect us for 20 years
against potential copycats. As such we would
expect the threat from these new entrants to the
market to be low as they would not be able to
copy our product.
Threat of substitutes: Low Although the buyers in the market have the
ability to switch suppliers at literally no cost, the

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substitution products do not have the same
effectiveness. In a recent study, Lomonaco(2013)
showed, electric dog collars are relatively
ineffective when training a dog. Dog muzzles are
commonly used too but this requires constant
monitoring by the owner. As such other
substitutes the market dont obtain the same
level of effectivness when addressing the
problem. This will make the threat of substitute in
our industry low.
Rivalry among existing
competitors:
low There are no products in the industry thats
similar to what our product does at present. This
means we have powerful competitive advantage.
However, companies will try to replicate our
technology.
Overall attractiveness of the industry: At the moment the attractiveness of the industry is
quite high as we are the only firm in the industry that can deliver a product which aims to
prevent the actual attack taking place rather than to mitigate the effect of the attack, and as
such hold a competitive advantage over industry members. We would also hold exclusive
patent rights to produce the product before it was released for sale. Giving us a first mover
advantage. From this, we would expect to generate extra revenue.

3.3 Customers and Thei r Needs
The target group of this product are dog owners, particularly those with visious breeds of
dog which are more prone to attacks. Many dog attacks often involve childeren. For
example, a 7-year-old japanese girl suffered severve injuiries by four visicous breed dogs,
that she had been playing with prior to the incident, Boyer.S(2014).

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Owners need a way of calming the dog when the dogs becoming agile so they can remove
the child from the dog before the attack. Often the dog is already attacking by the time
owner can reach it. Therefore, the solution must be instant, work at any time and without
constant monitoring of the owner, for the circumstances when the owner is away.
3.4 The Product and Service
Automated product on the dog will allow the owner to be absent and have piece of mind.
When the collar detects certain level of pulse it will command the dog to settle down in the
voice of owner. The product will protect customers from facing prosecutions or fines as well
as protect the dogs from euthanasia.
Children who were vulnerable to such dog attacks would now be less so, as the device works
instantly and would be effective much faster than otherwise possible by simply waiting for
the signs of a dog attack to take place. The dog will be instantly comforted by the sound of
its owners voice.
3.5 Suppliers and Partners
Our suppliers are the raw component suppliers of the end product. Two components consist
of the dog collar itself, which can be obtained direct from the pet supplies manufacturer,
and the suppliers of the electronic components such as voice recorder, intergrated speaker
and pulse sensor. It would be essential to select a range of suppliers for these electronic
parts which would ensure we are not subject to supplier bargaining power, and can easily
adapt with changes in the supplier market, such as closure. Our partners are the insurance
companies (Vero, AA, State, etc) who would provide these to owners of dangerous dogs,
this would benefit insurance companies due to a lower payout ratio for dog attacks. Our
other partner would be ACC. They are the ones who usually have to pay the bill for dog
attacks, we would collaborate with them to subsidise our product and allow ACC to benefit
from less payouts.
3.6 Strategy:

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The market is narrow as the product is useful to only those who owns dangerous breeds of
dog. The intention of this product is to protect dogs and victims from unpredictable dog
attacks. Hence if the product is costly, consumers will take risk and fail to purchase the
product. So the price of the product should be low enough to attract the customer to
equipping the device onto their dog.
The overall strategy is therefore focused low cost.
3.7 Value Chain Activity:
The most important value chain activity for this business is research and development.
For the product to successfully deliver value, it must be thorough and quick in responding.
R&D will focus on improving the accuracy of pulse detection of dogs, quality and range of
options dog owners can input to handle their dogs in specific ways.
We will ensure that everyone around the world are delivered value by using the product at
an affordable cost using unprecedented systems and technologies.
3.8 Business Processes
3.8.1. UPDATED TECHNOLOGY RESEARCH AND IMPLEMENTATI ON PROCESS Since a pulse
monitor for animals is relatively new ground, it is essential that we focus on R&D. Our
system firstly searches for new advances in the area of pulse monitoring and gets our staff
to think about their own ideas to improve the value of our product to customers. Then shifts
through these new advances, evaluating and removing any which do not enhance the value
of our product. The R&D is essential for our product to continuously keep up-to-date with
the latest technology.

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3.8.2. PROTOTYPE TESTI NG PROCESS Examinations are carried out on new products to
examine for design flaws and the ease of use. Prototype testing process complements the
R&D process as our company often researches and develops new prototypes that needs
trial. It allows our testing cycle to run faster and easier so any modification can be made
timely. Process includes collection, comparison and evaluation of data and checking it
against benchmark requirements.

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3.9 Functionalities
3.9.1. UPDATED TECHNOLOGY RESEARCH AND DEVELOPMENT PROCESS
Assess and applies the up-to-date technology into the development stage
Automatically searches for new technology and possible new advncements
that could be used to improve and create more value
Makes concept plans and technical scheme for new prototypes
3.9.2. PROTOTYPE TESTI NG PROCESS
Collects performance data of brand new prototypes
Compares and benchmarks performance with earlier prototypes
Checks that prototypes meet every requirement
3.10 Systems

3.10. 1. I DEA MANAGEMENT SYSTEM - To support the vision of the company we will need to
keep working on improving the quality of our products. Therefore, we need to keep up with
technology. Researchers and developers will use idea management system to share, post
new ideas to make better product, delivering better value to the customers.

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3.10. 2. PROTOTYPE ANALYSIS SYSTEM Our company needs to aim and focus on continuously
enhancing our product through creating various prototypes. These prototypes will be tested
to see if it fulfills all benchmark requirements and outperforms earlier models and
prototypes. The amount of data and information generated through the process of
prototyping is a significant amount, which needs a system to efficiently analyse, compare
and evaluate the information collected. This analysis will make the company better
understanding which prototypes would deliver the best value to our customers.
3.10. 3. WORKFLOW MANAGEMENT SYSTEM It is essential to efficiently consolidate and
present the information in a timely manner as high number of information being flown
throughout our company.Employees need to effectively manage inputs and outputs of each
stage to ensure every stage is completed on time with top quality. The workflow
management system throughout each stage will have predetermined deadlines, workload
amounts and constant analysis of the progress of these deadlines to avoid backlog effects.

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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)

Research
and
development
1. Updated
technology
research and
development
process
1. Examine and apply the new technology into
the development stage

2. Searches for up-to-date technology and
possible new advancement which could be
used to advance and create more value for
our product

3. create concept plans and technical schemes
for new prototype
Research idea contribution
system

Workflow management
system
Entreprise wide System

Collaboration system
2. Prototype
testing
process
1. Ensures all prototypes meet benchmark
requirement

2. Collects performance data for new
prototype

3. Compares and benchmarks performance
with previous models and prototypes
Prototype analysis system


Workflow management
system
Entreprise wide System

Collaboration system

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CONCLUSION
In conclusion, we believe that our product will be able to decrease the number of dog
attacks. Technology has potential to differentiate our firm by using complex information
systems to help operate our business. Our firm has ability to create more value to the
customers by using a mix of information. This will improve overall customer satisfaction as
our product meets their need better compared to other similar products. Overall,
information systems and technology collaborate together effectively to generate value to
our business through improving customer satisfaction, creating competitive advantage and
generating growth.
REFERENCES

Alibaba. (n.d.) Padded dog collar, adjustable neoprene pet collar, reflective nylon collar & lead
Retrieved from URL http://www.alibaba.com/product-detail/Padded-dog-collar-adjustable-neoprene-
pet_1330106107.html

Binning, E., (2012) 11,708 dog attacks on Kiwis last year ACC. Retrieved from URL of
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10780946

Boyer, S., (2014) Dog attack: Sakurako has reconstructive surgery. Retrieved from URL of
http://www.nzherald.co.nz/rotorua-daily-post/news/article.cfm?c_id=1503438&objectid=11223679

Controlling dog aggression by using a dog muzzle (n.d.) Retrieved from
http://k9aggression.com/treatment-methods/using-a-muzzle-for-an-aggressive-dog/

Lomonaco, C., (2013). Shock collars for dogs? They dont work, and heres why. Retrieved from
http://www.dogster.com/lifestyle/shock-collars-tools-dogs-dont-work