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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Stacey-Ann Fairclough
NetID Sfai250
Group Number: 204
Website Link: http://infosys1102014fcgroup204.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Helen Tuesday 1pm
Time Spent on
Assignment:
15 hours Word Count: 1550

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WWW.BREAKTHEFAST.COM
INTRODUCTION
My recognised problem is that New Zealand children are not eating breakfast due to a range
of reasons such as having a low income, not having awareness for breakfast, being too busy
to prepare breakfast, laziness and breakfast not being convienent enough. This leads to
children showing symtoms such as behavioural problems. As a result of realising this
problem we came up with the solution of breakthefast.com, a website where New
Zealanders can apply to have free breakfast sent to their house weekly. The website also
provides addditional education and tutorials to assist in educating these users in the
importance of breakfast and practical money sorting.
3. BUSINESS SECTION
3.1 Vision
To nourish New Zealand families and provide a lifetime of knowledge that will improve the
quality of life in New Zealand in multiple aspects.
3.2 Industry Analysis: Breakfast provider industry
Industry: Breakfast provider industry. Solutions in the industry which provide breakfast to
New Zealanders.
Force: High/Low: Justification:
Buyer power: Low Buyer power is low as most consumers do not get
a chose as many programmes are provided
through schools, The National Business Review
states Among those who hadn't bothered with
breakfast before the programme, not many wind
up starting when schools provide it. This tells us
that many people do not get a choice as to which

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firm provides their breakfast. (Eric
Crampton,2013 )
Supplier power: High Due to the government funding programmes such
as Kickstart, supplier power is high as these firms
have control in the market. The Government is
putting up 50 per cent of the costs, with the other
half being matched in value by Fonterra and
Sanitarium. (John Key, 2013)
Threat of new entrants: Low As the government is funding particular
programmes in the industry, to set up a new firm
may be costly as they would not have the funding
to do so. Half-funded by the Government since
last year, when Prime Minister John Key pledged
$9.5 million over five years. (Claire Trevett,
2014)
Threat of substitutes: Low As the industry does not consist of a large
amount of firms, threat of substitutes is low.
Some firms are even facing negative reports, such
as the Breakfast at Schools programs. Stuff.co.nz
has reported that it is not enough and does not
address societys fundamental problems. It is
taking responsibility from parents and adding to a
culture of dependency. (Kate Chapman and Jo
Moir, 2013)
Rivalry among existing
competitors:
Low Due to a small amount of firms currently existing
in the industry, rivalry is low. This is because

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some solutions are non-for profit and/or are
funded by the government. The Government is
putting millions of dollars behind the big-business
plan. This decreases rivalry as firms will not be
competing to retain the most profit or to have
the largest market share. (Kate Chapman and Jo
Moir, 2013)
Overall attractiveness of the industry: Overall this industry is attractive as buyer power,
threat of substitutes, threat of new entrants and rivalry is low while supplier power is high.
This means existing firms have full control over the industry.
3.3 Customers and Thei r Needs
The target customers of Breakthefast.com will be families who struggle to provide breakfast
to their children. Parents whos responsibility it is to provide breakfast for their kids may not
be able to, so they may need extra support or help to do so, in this case Breakthefast.com
will suit their needs.
The needs of the parents are in need of greater support in order to be able to provide
breakfast for their children. The New Zealand Herald has recognised the problem of New
Zealand children not having breakfast as being associated with the parents, Shouldnt we
be looking at parental responsibility? (Matthew Backhouse, 2013) This means the needs of
the parents go further than their kids being given free breakfast but for parents to be given
a sustainable solution which they are able to maintain in the long-term such as being
educated on the importance of breakfast and how to allocate money effectively so that they
can afford to buy their own breakfast.
3.4 The Product and Service
Breakthefast.com is a service which will effectively address the identified problem as it
provides a short-term solution, by sending free breakfast to children who are eligible to

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receive it. This will address the need of children getting breakfast so that they are not going
to school hungry.
This service also provides a long-term solution through having additional imformation on
the website such as tutorials and educational resources which will teach parents how to
efficiently save money, about the importance of breakfast and how to prepare breakfasts
which are inexpensive an quick.
3.5 Suppliers and Partners
A potential supplier could be zyber.co.nz, for designing the website for Breakthefast.com.
This would allow us to have a high quality website which is user friendly. Another potential
supplier could be Hubbards to supply the breakfasts. Hubbards could provide healthy meals
which will enable Breakthefast.com to provide a quality service.
A potential partner could be familyhelptrust.org.nz. This company could work alongside
Breatkthefast.com through producing the educational aspects of the website.
Familyservices.govt.nz could also be a potnetial partner to promote Breakthefast.com as
providing family support not only breakfast.
3.6 Strategy: Focused l ow cost
Breakthefast.com covers a narrow market as we are targeting only the families who struggle
financially or have experienced some kind of trauma which makes it difficult for children to
be fed before they go to school. This target group does not include a large number and is
utilised through our website including an application system.
A low cost stratgey will be implemented as for this solution to be effective the service must
be affordable as a significant amount of consumers of Breakthefast.com will struggle to
afford breakfast on a daily basis. We can ensure effectiveness of this solution by keeping the
price minimal.
The overall strategy is therefore Focused low cost.
3.7 Value Chain Activity: Market and sell the service

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The most important value chain activity for this business is market and sell the service.
Market and sell the service is the most important value chain activity in order to fulfil the
vision, by providing a service which will benefit the customer in the long-run. It will also
suport the strategy by supplying customers which an affordable product which is tailored to
their needs.
3.8 Business Processes
3.8.1. CUSTOMER APPLI CATION PROCESS This process is important as it is where we ensure
that customers who are in need of the service will be provided for, while anyone who
applies and does not require the service will not be accepted. This process is key to the
success of the solution.
CUSTOMER APPLICATION PROCESS MODEL
Start
Create Application
form
Publish form to
website
End
Agreement on
form
Mangement
Customer Applies to
service
Receive completed
form
Process completed
form
Customer Relations
Department


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3.8.2. SERVI CE RECOMMENDATI ON PROCESS - The Service Recommendation Process is
important as it informs customers on the amount of breakfasts a week they should be
supplied from their own circumstances they have provided in the application process.
Through this process customers can receive an appropriate number of meals that will
encourage them to continue with solving their personal problem.
SERVICE RECOMMENDATION PROCESS MODEL
Start
Receive and process
Application
Select Service
Display Service
Customer
accepts or
declines service
Yes
Proceeds to
checkout
End
Customer
Customer Agreement
No
Cancel Application



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3.9 Functionalities
3.9.1. CUSTOMER APPLI CATION PROCESS
Check customer details
Accept or decline application
3.9.2. SERVI CE RECOMMENDATI ON PROCESS
Analyse customer information
Display recommended services
3.10 Systems

3.10. 1. CUSTOMER DETAI LS ANALYSIS SYSTEM This system will effeciently process
customers applications which will enable us to provide each customer with a relevant
solution to their personal problem. This will help to solve New Zealanders problems in the
long-run and give customers a chance to be educated on the issue and work towards an
appropriate solution for themselves.
3.10. 2. DATA MANAGEMENT SYSTEM - The Data Management system is important in the
business process as it allows the business to retain and hold customer information and
communicate the information onto different proceesses. Through this we can enable
customers to receive feedback that has been accurately generated from the orginal data.
3.10. 3. RECOMMENDATI ON PROCESS SYSTEM The Recommendation Process system will
allow the website to communicate recommendations to the customer in a clear and
effective way. This is important in order for the customer to be able to understand the
recommendation given and so the solutions ability can be maximised through this system.
The system will also publish the recommendation in a short amount of time to maximise the
businesses efficiency.

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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 service
1. Customer
application
process
1. Check customer details

2. Accept or decline customer details
Customer details anaylsis
system


CRM

TPS
1. Service
recommend-
ion process
1. Analyse customer information

2. Display recommended services
Data management system

Recommendation process
system
DSS

CRM

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CONCLUSION
Breakthefast.com is a innovative business idea which aims to solve the problem of New
Zeland children not eating breakfast. In order to solve the problem the business provides a
service by supplying breakfast to families in need. Through the use of efficient IT and IS the
business is able to transform the idea into a series of intricate business processes and
systems which will communicate information through the buiness and to the customers and
deliever the serivice to the customer through the website. As a result breakthefast.com is an
effective solution to the major problem which exists in New Zealand, surrounding children
not receiving substantial breakfast daily.

REFERENCES

1. Crampton, E. (2013). Breakfast in schools: it just doesnt work. The National Business
Review. Retrieved from http://www.nbr.co.nz/article/breakfast-schools-it-just-
doesnt-work-ck-140329#header

2. Funding boosts to help vulnerable children-PM. (2013). Retrieved from
http://www.beehive.govt.nz/release/funding-boosts-help-vulnerable-children-pm
3. Trevett, C. (2014). Free lunch plan may scupperbreakfast programme. The New
Zealand Herald. Retrieved from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11192426

4. Chapman, K and Moir, J. (2013). Is free breakfast in schools working? Dominion Post.
Retrieved from http://www.stuff.co.nz/dominion-post/news/8744856/Is-free-
breakfast-in-schools-working
5. Backhouse, M. (2013) Schools get $9.5m breakfast funding boost. The New Zealand
Herald. Retrieved from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10886696