Name Victoria Holyoake NetID vhol726 Group Number: 238 Website Link: http://infosys1102014s1group238.blogspot.co.nz/p/d1.html Tutorial Details Tutor: Day: Time: Kit-Wah Huang Wednesday 1pm Time Spent on Assignment: 19 hours Word Count: 1648
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2 DEHYDRATION INTRODUCTION Almost all diseases can be linked to dehydration (Heimlich, 2012). The main causes of this problem are a lack of knowledge and desire regarding water and the symptoms are potentially fatal. To help solve this issue we have designed a drink bottle, which measures individuals saliva levels to calculate and display the required amount of water to consume for adequate hydration. This will address the root causes of the problem and encourage the consumption of water. Its effectivness will be anaylised by the numerical change in people admitted to hospital with dehydration as a symptom. 3. BUSINESS SECTION 3.1 Vision To improve worldwide health by making a technologically advanced, easy to use product that will effectively monitor water consumption to aid humanity. 3.2 Industry Analysis Industry: Portable hydration monitoring industry. This industry encompasses all methods of monitoring individuals hydration levels portably such as water bottles, apps and watches. Force: High/Low: Justification: Buyer power: High Buyers have many choices when buying portable hydration monitors. There is an large yet homogenous range sold online and products are being developed such as BluFit and Cantimer who are soon releasing new products to the market. There are also a lot of substitutes available so
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3 buyers have very high power. Supplier power: Low There is a significant number of suppliers for this industry because the necessary component are not unique until the product is created. This is the case for the LCD screens, exemplified by the news article LG, Samsung Display feel heat from little- known Chinese LCD makers. (Kim, 2013). This shows anyone can manufacture the components so suppliers have low power. Threat of new entrants: Low Measuring dehydration quickly and non- invasively has been a difficult task due to variation between individuals and lack of easily targetable indicators. (Gibbs, R. et al, 2013). For a competitor to enter the market with a new product they must conduct substantial R&D to gain a competitive advantage. This is likely to become high threat in the future but in the current market is low. Threat of substitutes: High Many methods exist for hydration status measurement; however only a few methods are valid and reliable for clinical measurements. (Niemann, 2012). There are numerous substitutes for this industry but these can often be unreliable and/or inconvenient. Substitutes include methods such as online tests, apps and urine sampling. Rivalry among existing High There are many competing products such as
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4 competitors: BluFit who set out to create the first smart water bottle! (Indiegogo, 2014) and Cantimer who intends to introduce a family of hand-held devicesthat providefeedback on changes inhydration. (Cantimer, 2009) Each competitor tries to establish their own completive edge by being the first. Overall attractiveness of the industry: This industry is relatively unattractive and will only become more so in the future as more competitors will be able to enter. This means speed of entry and competitive advantage are a necessity. 3.3 Customers and Thei r Needs Our potential customers are males and females between the ages of 5 75, as people older and younger are unlikely to use drink bottles. More specifically this encompasses students, as a large proportion are dehydrated, establishing this as a priority target market. Kids are another target as Children have higher risks of dehydration because their thirst mechanisms are immature. (Good Hydration, 2014). Our customers must have access to clean water and are likely to be a moderate to high-income earner, as our product has a high quality focus. Athletes are also a large proportion of our market because Dehydration influences several aspects of exercise in a negative way (Decker, 2014). 3.4 The Product and Service Our water bottle will be an effective solution for these groups as it is accurate, easy to use and durable. When the user takes a drink of water a built in cap sensor measures their saliva and displays its recording on the screen with the amount of water to consume for optimal hydration. This allows our customers to easily see their hydration level and will know their individualised amount of water to consume. This satisfies the needs of our users and addresses the core causes. Our product will be one of the best on the market as Existing bioimpedance devices are inconvenient as they are bulky and do not allow for easy off-
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5 loading and display of data. (Gibbs, R. et al, 2013). This will ensure we gain a competitive edge as our drink bottle counteracts these issues. 3.5 Suppliers and Partners One potential suppliers would be Midas who aim "To provide fast, reliable service, supported by a high level of technical and commercial skills, delivered with the personal touch. (Midas, 2014). They sell a wide range of customised, high quality LCD screens necessary for our product. Another supplier could be Aotea Plastics Industries Limited who state that The diversity of our manufacturing processes has led usto better serve our customers. (Aotea Plastics Industries Ltd, 2014). They focus on making custom drink bottles of high quality, which is perfect for our product. We would receive our necessary materials off these suppliers in exchange for cash. A potential partner is the American College of Sports Medicine who are heavily involved in researching hydration measures. This would be mutually beneficial we will have access to advanced hydration monitoring methods and helps ACSM receive recognition of their work. Another potential partner is the New Zealand health board as our product would benefit such a large proportion of society it would be highly beneficial to receive their endorsement and in doing so would raise awareness for them. 3.6 Strategy Our drink bottle will have a very broad market due to our extensive customer range as our product is suited to most people. Our product would benefit a vast majority of society and due to its ease and effectiveness this customer range is highly likely to purchase our product, therefore has a broad competitive scope. Our drink bottle will be more expensive than existing ones on the market due to the high quality and effectiveness of technology incorporated, giving us a high cost strategy. This will be suitable for our target market as their income bracket would fit this cost structure. The overall strategy is therefore Differentiation.
3.7 Value Chain Activity
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6 The most important value chain activity for this business is Procurement. To ensure our product achieves our vision sourcing high quality materials will be a main priority for our company. This will ensure our product is easy to use, durable and equipped with the most advanced technology to guarantee its effectiveness.. 3.8 Business Processes 3.8.1. SUPPLIER SELECTION PROCESS - To ensure we order high quality materials, selecting suitable suppliers will be a very structured process so we can accomplish our vision. Once management has established the material requirements and identified potential suppliers we will order a sample product which quality assurance will evaluate to confirm it meets our specifications. If it does not we will reject the supplier. If it does meet quality specifications we will attain a quote, to determine the best supplier for our business.
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3.8.2. INVENTORY PAYMENT PROCESS - Due our high quality focus the majority of our materials are high cost so any significant or repetitive excess payments could have potentially devastating effects on our businesses finances, so we have established a preventative route in our payment process. If there is an error in the invoice we will contact the supplier for compensation, either of materials or money to counteract this issue. We will decided whether or not to change suppliers based on how they handle this compensation process.
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8 3.9 Functionalities 3.9.1. SUPPLIER SELECTION PROCESS Establish Material Requirement Receive and Evaluate Samples 3.9.2. INVENTORY PAYMENT PROCESS Receive and Check Invoice Contact supplier with complaint 3.10 Systems
3.10. 1. MATERI ALS ANALYSIS SYSTEM - To begin production of our product, this DSS analyses what the specific materials needed for production are, which is essential as it is the foundation step for product creation. This system supports establishing what materials are required to create a product that will achieve our vision. 3.10. 2. QUALI TY ANALYSI S SYSTEM - To accomplish our vision, creating a high quality product is essential. Our quality analysis system will evaluate samples from potential suppliers to assess if they meet our specifications. This system will guarantee we only purchase high quality materials. This system also supports managers when they contact suppliers with complaints. Managers decided whether or not to continue purchasing from a supplier by analysing the quality of the outcome, notably the compensation. This system will support both higher levelled management and the supply chain make decisions as to the quality of both the product and supplier relationship. 3.10. 3. INVENTORY MANAGEMENT SYSTEM - Our expenses are relatively high due to our high quality focus so any discrepancy in the inventory order needs to be highlighted. If inventory is not managed effectively, especially in the start up of the business by receiving and checking the invoices in the supply chain it could result in huge losses and inability to create our product and fulfill our vision.
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9 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Procurement 1. Supplier Selection process 1. Establish material requirement
2. Receive and evaluate samples Materials Analysis system
Quality Analysis system Decision Support System
Supply Chain Management System 2. Inventory Payment process 1. Receive and check invoices
2. Contact suppliers with complaint Inventory Management System
Quality Analysis system Supply Chain Management System
Executive Information System
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10 CONCLUSION Our drink bottle is an effective solution to portably monitor dehydration. To create a high quality product we will implement a range of systems and processes with a substantial focus on procurement so our product achieves differentiation, which will ensure we gain a competitive advantage in our industry. The use of information systems will add value to the business and guarantee the needs of our customers and suppliers are met to achieve our vision.
REFERENCES
1. Heimlich, Dr. (2012). Dehydration Can Causes Disease. Retrieved from http://www.askdrheimlich.com/blog/dehydration-can-causes-disease/
2. Kim, M (2013, September 16). LG, Samsung Display feel heat from little-known Chinese LCD makers. Reuters. Retrieved from:http://www.reuters.com/article/2013/09/16/us- lcd-china-idUSBRE98F0XW20130916
3. Gibbs, R., Hall, D., Haws, S., Scott, M., & Welker, C. (2013). Capstone Senior Design Project Non-Invasive Hydration Monitor. Vanderbilt University Department of Biomedical Engineering. Retrieved from: https://my.vanderbilt.edu/dehydrationmonitor/files/2013/10/NCIIAGrant_02_06_141. pdf
4. Niemann, A. (2012). The Effect of Instrument Type on the Measure of Hydration Status. Indiana: Indiana State University, Applied Medicine and Rehabilitation. Retrieved from: http://www.indstate.edu/amr/pdfs/research-project- forms/andrwniemannthesischapters2012.pdf
6. Cantimer. (2009). Hydration Measurement and Monitoring. Retrieved from: http://www.cantimer.com/markets/hydration/
7. Good Hydration. (2014). The wonders of water: Refresh, refuel and revitalise. Retrieved from: http://relaj.com/good-hydration/2012/11/dehydration-may-hurt-students-grades/
8. Decker, M. (2014). The Effects of Hydration on Athletic Performance. California: California University of Pennsylvania, Undergraduate Research Community. Retrieved from:
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