Sie sind auf Seite 1von 9




Name Dreesana Gaitau
NetID dgai300
Group Number: 23
Website Link:
Tutorial Details
Tutor: Day: Time:
Kayur Ramson Wednesday 12:00pm-1:00pm
Time Spent on
17 hours
There is a large amount of desktop users that dont know the basic necessities to even
function them. The problem is that people are not computer literate and are unable to
use their technology usefully. This results in many other problems. A solution would be to
make a mobile application to educate users in a fun and easily accessible way to become
computer literate.
3.1 Vision
Our vision is to help educate people in an affordable and enjoyable way; we will alter
how people learn to become computer literate.
3.2 Industry Analysis: Software industry
Industry: Software. The mobile application software will be available for smartphones
and desktops.
Force: H i g h /
Buyer power: High Theres a variety of different applications
doing essentially the same thing for free. It
has been predicted that in 2015 there will be
182.7 billion mobile applications; a large
amount for buyers to choose from (Herther,
Supplier power: Low There are different companies that develop
software. Many ideas come from the
customers, programmers rely on their
interaction with them to help their products
grow (Keil & Carmel, 1995)
Overall attractiveness of the industry: Its an easy industry to get into, the cost of
launching products is not expensive. The industry is attractive but competitive.
3.3 Customers and Their Needs
The target group of customers is smartphone/desktop users. Smartphone users have
grown from the 2010 amount of 62.6 million to 115.8 million in 2012 (Choudhary, 2014).
As the number of users grow this product aims to meet the needs of the users by being
easily available on demand. It allows their need for learning to become computer
literate on a budget possible. They will need to be able to rely on the product and
development of the software to continue their learning. It is said that keeping
applications free (or close to it) is the best decision because it will create more revenue
through their feature purchases (Preimesberger, 2013).
3.4 The Product and Service
T h r e a t o f n e w
High It is easy to launch an application in this
industry, it can be done in the confinement
of your home. It is high because there are no
entry barriers. (Seymour, Hussain & Reynolds,
Threat of substitutes: Low The threat of substitutes in a software
industry is fairly low. There are computer
classes all over the place that do the job of
educating but doing this involves more
effort. Software is essentially allowing the
t r ans f or mat i on f r om comput er s t o
s mar t phones s o t her e ar en t many
substitutes. (Mosemghvdlishvili & Jansz,
R i v a l r y a m o n g
existing competitors:
High There are thousands of different applications
that are available online to download, the
existing competitors are decreasing their
prices to where theyre free so that in future
the customers will spend money of features
of the software. The hype surrounding their
products tends to be high which increases
their customers, thus increasing the rivalry.
(Middleton, 2010).
The software will aim to develop as the user progresses through the stages. New
features of the application will also keep the consumers interested by evolving every
time they progress. This product will be sold at an affordable price, this will fulfil the
need for a cheap way of learning. It will be easily accessible, it only requires internet
data to download the software and its new features. The software will increase their
knowledge the more they use it.
3.5 Suppliers and Partners
One of the suppliers could be Dominion Software Developers, a New Zealand based
company that specifies in mobile application development, this would be used to help
program the smartphone software. Another supplier could be The Web Company. This
company focuses more on the web development, this would help the programming and
aesthetics of the software for the desktop users.
Apples App store could be a partner, they will provide a platform for the software to
be sold to the Apple users. Another partner could be Google, their Android
smartphones will provide a different perspective on the additional features via different
users of the software.
3.6 Strategy: Broad cost leadership
It wouldn't cost much to develop this product therefore it would also be cheap to
purchase. The software will be a low price that is within the expected budget of those
who own smartphones/desktops. It is aimed at a variety of people (varying from children
to the elderly), a broad market. It is aimed at anyone who owns a computer/smartphone
and are computer illiterate.
The overall strategy is therefore Broad Cost Leadership.
3.7 Value Chain Activity: Marketing and selling of the product/service
The most important value chain activity for this business is Marketing and selling of the
As the user progresses through the application, their knowledge expands as does the
software. The constant updating will require lots of advertising. The marketing will
generate the most sales, its important as it promotes the product and its low price to
not only its current customers but also its potential customers. In gaining new customers
we dont want to lose our current ones.
3.8 Business Processes
3.8.1. MARKETING MANAGEMENT PROCESS - In order for the application to generate sales,
potential customers need to be aware of the products existence first off and they also
need to feel as if the business caters to their needs. Current customers need to continue
to be interested in the product also. The marketing needs to be in tune with what the
customers find attractive.
3.8.2. ORDER FULFILMENT PROCESS - It is important that the customers are receiving the
products they order and are doing so without trouble. Downloading the software should
be easy and quick, this process is key to these things being fulfilled.

3.9 Functionalities

Gain more customers

Promote to a target group


Businesses response to customer orders

Delivering software to end user

3.10 Systems

3.10.1. ORDER PROCESSING SYSTEM - This system is relative to the order fulfilment
process. It ensures that the product is being delivered to the customer without hassle
and is enforcing the vision by providing the customers with their software to become
computer educated.
3.10.2. CUSTOMER SERVICE SYSTEM - Relates to both processes, this system ensures that
the customers are responding well to the marketing process and also giving feedback on
how their orders are being fulfilled and how to improve it. This system can determine
whether the targeted group is receiving what they expected; which is a product that is
easily accessible and affordable.
3.10.3. SALES FORCE MANAGEMENT SYSTEM - This system is relative to marketing
management system. It helps automate some of the sales functions. Sales made to the
customers are how the business generate income, and with this system the marketing
process can focus on customers habits to cater to their needs.
3.11. Summary Table: Value Chain to Systems

The idea of this business is to educate people to become computer literate and through
this a solution is a mobile application. IT plays a major part in the solution. IT has made
it easier to learn to become computer literate, without it people would have to
constantly be calling companies for help. Its value in this organisation is very high as it
depends solely on it exist.

Value Chain
Processes Functionalities Specific
Broad Information
Ma r k e t i n g
and selling of
the product
or service
1. Marketing
t process
1. Gain more

2. Promote to a target
Sales force

Customer service
Customer relationship
management system

Customer relationship
management system
2. Order
1. Firms response to
customer orders

2. Delivering software
to end user.
Order processing

Customer service
processing system

Customer relationship
management system

EMPLOYEE FOR SELECTED U.S. FIRMS. Review of Business & Finance Studies, 5(2),
9-17. Retrieved from
2. Herther, N. K. (2011). From Cloud to Mobile: Drawing Down Big Info Into Little
Apps. Computers In Libraries, 31(7), 6-11.
3. Keil, Mark & Carmel, Erran. (1995). Customer-developer links in software
development. Association for Computing Machinery. Communications of the ACM.
38(5), 33-35
4. Middleton, J. (2011). BE THE NEXT APP MILLIONAIRE. Apc, 31(4), 14-17.
5. Mosemghvdlishvili, L., & Jansz, J. (2013). NEGOTIABILITY OF TECHNOLOGY AND ITS
LIMITATIONS: The politics of app development. Information, Communication &
Society, 16(10), 1596. Retrieved from
6. Preimesberger, C. (2013). Mobile App Developers Should Keep Their Apps Free: 10
Reasons Why. Eweek, 12.
7. Seymour, T., Hussain, J. Z., & Reynolds, S. (2014). How to create an app.
International Journal of Management & Information Systems (Online), 18(2), 123.
Retrieved from