Sie sind auf Seite 1von 14




Name Sheena Raj
NetID 5428786
Group Number: 078
Website Link:
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 3pm
Time Spent on
18 hours Word Count:
1610 (excluding
headings, table, in-
text referencing
and references)


Foodborne illnesses is a preventable disease (Ministry for Primary Industries, 2014). It
continues to be a widespread problem due to poor hygiene, lack of knowledge and human
error (World Health Organization, 2012). These core problems are responsible for economic
loss and sickness (World Health Organization, 2014). The XXX Scanner is a portable hand-
held device that aims to avoid and solve these problems by allowing organisations in the
food industry the opportunity to check their food for food-borne illnesses maximising
convenience and saving valuable time and money.
3.1 Vision
To be inspired in creating quality innovative technology that will contribute towards creating
a healther and safer world.
3.2 Industry Analysis: New Zealand Food Testi ng Industry
Food testing in New Zealand applies across many food sectors. Programmes and general
requirements have been implemented to maintain good practice, reduce hazards and
manage risk (Ministry for Primary Industries, 2014).
Force: High/Low: Justification:
Buyer power: Low From research, there are no devices which
instantly inform the user of any foodborne illness
in their food. It can be concluded that common
procedure is to send food samples to a laboratory
where tests are carried out (Ministry for Primary
Industries, 2014). This device is a first of its kind
in New Zealand, hence buyers will not have any


Supplier power: High Factors determining high supplier power include:
the number of suppliers in the industry,
uniqueness of the product/service and the
strength of the supplier among more (Chatered
Global Management Accountant, 2014). The XXX
Scanner is an innovative product and because
there are no other suppliers providing this type of
product, buyers have no choice. Suppliers have an
advantage of positioning themselves in a
desireable position; therefore supplier power is
Threat of new entrants: Low With the advancement of technology as well as
increased affordability of equipment, it is fair to
assume that external organisations will not be
threatened to enter the industry. However, it is
likely to take time to partner with various
diagnostic and government agencies, create the
various processes required to make the
information system and the actual physical
device. Furthermore, once partnerships are
created with these agencies it is unlikely they will
want to partner with an organisation that will
want to provide the same service as it will involve
more work.
Threat of substitutes: Low The XXX Scanner has no direct substitutes. The
closest substitute is a mobile phone that can


detect traces of E.Coli in liquid samples (,
2012). This device does not appear to be
commercially avaliable and is aimed at a different
target audience (ordinary people) reducing the
threat. The XXX Scanner is aimed at
organisations within the food industry. Another
potential threat is a device called itube which
has been developed by the University of
California. It works in conjunction with the
camera on a cell-phone and a smart-phone
application to diagnose whether certain
ingredients are present in the food sample
(University of California Newsroom, 2012).
However, this device is still early in its
development. It was used to detect traces of
peanuts, hazelnuts, almonds, eggs and gluten.
However, the XXX Scanner aims to detect
foodborne illnesses. It does not intend to detect
traces of certain ingredients and quantify them.
Rivalry among existing
Fairly Low Rivalry among existing competitors is low, the
closest existing competitors are thediagnostic
agencies approved by the Ministry of Primary
Industries (2014) where samples are sent to these
organisations for testing to be carried out.
Overall attractiveness of the industry: This industry is very attractive. Food safety will
always be an important topic. Over the years, frequent steps/regulations have been
taken/implemented to prevent and avoid the outbreak of foodborne illnesses. There is a
huge gap in timeliness, hence there is an opportunity to capitalize on this gap and provide
organisations within the food industry the necessary equipment to act quickly on issues


and/or reassure themselves that the food they are providing is safe. This allows for the
saving of valuable time and money.
3.3 Customers and Thei r Needs
The target group of customers is primarily aimed at restaurants and food manufacturers.
Although the different sectors within the food industry are subject to different regulations
(Ministry of Justice, 2011; Ministry of Primary Industries, 2014), a common need can be
identified: organisations have to ensure the products they are providing are free of any
contaminants and foodborne illnesses. The XXX Scanner is a reliable piece of equipment
that can satisfy this need more frequently through its portability, hence saving time.
3.4 The Product and Service
The XXX Scanner is a portable hand-held device that is able to detect a variety of
foodborne illnesses.
The service is provided through the information system. The information system relies on
extracting a sample of food using a high intensity laser beam. Once a sample is collected
and stored on the system, it is sent to a common database where a variety of foodborne
illnesses have been collated and combined from various diagnostic agencies. Identification
through a matching process is done to confirm if there are any foodborne illness(es) and if
so, what the specific foodborne illness is. This is able to instantly inform the customer of the
problem. From this diagnosis, appropriate steps can be taken to isolate and resolve the
issue as soon as possible. It also gives customers the opportunity to constantly monitor their
food hygiene without having to physically send samples to external diagnostic agencies and
wait for the results.
3.5 Suppliers and Partners
The New Zealand Food Safety Authority form the necessary compliance regulations
for the different food sectors. Their validation of the XXX Scanner will make the
product appear more reliable and hence more attractive.


Various diagnostic agencies (Eurofins New Zealand and Hill Labroratories among
more). This product depends on these agencies to provide their expertise to the
common database.
The actual physical device of the XXX Scanner has to be constructed. Technological
organisations such as Motorolla, Unitech and Honeywell Dolphin seem suitable. It is
important a reliable and experienced supplier is chosen to support the products
vision in creating ...quality innovative technology.
This product requires the expertise of an organisation specialising in creating
information systems. A multitude of information systems will have to be created
(such as industry-specific customer facing process, diagnostic processing system,
diagnostic management system etc.) .
3.6 Strategy: Differentiation
There is a high cost involved in producing the product due to the innovative nature of the
product, the partnerships with various diagnostic agencies, the advanced quality technology
required to install the laser beam that can emit, capture and store the food sample onto the
information system and expertise required to build the complicated information system(s).
This product reaches a variety of food sectors within the food industry. These food sectors
include the meat, dairy, poultry, organics, seafood and honey and bee products among
more. Furthermore, firms in different stages of their business processes (e.g.: food
manufacturers to restaurants serving the food) can use the equipment. Therefore a broad
market is being targeted.
The overall strategy is therefore Differentiation.
3.7 Value Chain Activity: Making the Product
A core component of the products vision is to create(ing) quality innovative technology
By diverting attention to producing the XXX Scanner, the product will be able to
successfully deliver its service. Making the product is expensive due to quality products


being sourced and expertise required in producing the information systems. Furthermore,
due to a broad market being targeted it is important the product is reliable. Therefore,
making the product is closely connected with the products differentiation strategy.
3.8 Business Processes
3.8.1. INDUSTRY-SPECIFI C CUSTOMER FACING PROCESSES -The food sample is scanned. The
device captures, stores and sends the food sample to the common database where a search
is done to find an identical match on the system. Where there is a match, the customer is
informed of the specific diagnosis. Where there isnt a match, there are 2 possibilites: the
food is free of illness (informing the customer that the sample is clear of foodborne illness),
or there is an unknown contaminant. Where there is an unknown contaminant, the
customer is informed that the sample will be sent off to the Ministry of Primary Industries
for further investigation.




3.8.2. CUSTOMER FACING PROCESS The customer places their order (through phone or
internet). The employee uses the inventory system to locate the product in the warehouse.
The warehouse is notified of the order, obtains the product and delivers it to the customer.
The customer is also informed throughout these processes. Once delivered, the customer
will receive an invoice of the product with a list of different usage plans to select from. Once
selected, payment can occur via creditcard, debitcard or bank account. Once payment is
finalised, the process is complete.




3.9 Functionalities
Diagnostic agencies uploading foodborne illnesses on system.
Diagnosis of foodborne illness(es) sent to user.
Confirming order for product has been successful.
Warehouse notifying delivery organisation that product is ready to be picked
up and sent to customer.
3.10 Systems - 50, 53, 58

3.10. 1. DIAGNOSI S MANAGEMENT SYSTEM This system allows diagnostic agencies to upload
the foodborne illnesses onto the common database system. The Ministry of Primary
Industries will authorise the illnesses that are not registered on the database. This system
helps support the diagnostic agencies in achieving the products vision of contributing
towards creating a healthier and safer world.
3.10. 2. DIAGNOSI S PROCESSING SYSTEM This system allows the sample to be sent to the
database (using laser technology and communication networks), obtain a match between
the sample and diagnosis on the database and the user to be informed of the diagnosis. This
system supports the products vision of creating a healthier and safer world.
3.10. 3. CUSTOMER ORDER PROCESSING SYSTEM This system allows the customer to track
online and be constantly informed about the progress of the order. This includes notification
that the warehouse is aware of the customers request, the delivery organisation picking up
the product up until when the customer is in possession of the product.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

Making the
1. Industry
1. Diagnostic agencies uploading foodborne
illness to system.

2. Diagnosis of foodborne illness sent to user.
Diagnosis management

Diagnosis processing system
Decision support system

Decision support system
2. Customer
1. Confirming order for product has been

2. Warehouse notifying delivery organisation
that product is ready to picked up and sent
to customer.
Customer order processing

Delivery processing system
Transaction processing

Transaction processing


Organisations in the food industry will be equipped with the resources to frequently test
food to ensure they are providing food safe for consumption. The XXX Scanner will avoid a
variety of repurcussions involved in contracting a foodborne illness(es). However, most
importantly no amount of money can be put on the value of the XXX Scanner. It involves
the preservation of human health and ones well-being which is emphasised in the
organisations vision.

1. Ministry for Primary Industries. (2014). General requirements & programmes. Retrieved

2. World Health Organization. (2014). General information related to microbiological risks
in food. Retrieved from

3. World Health Organization. (2012). Prevention of foodborne illness: Five keys to safer
food. Retrieved from

4. Chatered Global Management Accountant. (2011). Porters Five Forces of Competitive
Analysis. Retrived from

5. Chin, Matthew. (2012, December 12). University of California Newsroom. Got food
allergies? Thanks to UCLA, you can test your meal on the spot using a cellphone.
Retrieved from

6. (2012, March 7). Mobile scanner detects harmful bacteria. Retrieved from

5. Ministry of Justice. (2011). New Zealand Food Safety Authority. Retrieved from