Case
study 1
Chapter 3 – Achieving competitive
advantage with information system
Case 3 : Business problem-solving case
Can
this Bookstore be saved?
1.Use the value chain and competitive forces models to evaluate the impact of the Internet on book publisher and book retail stores such as Barnes & Noble
Traditional competitors
All firm that share
market space with other competitor who continously devising new, more efficient
ways to produce by introducing new product and services. The impact tradisional
competitor to the B & N is the competitor such as amazon can gain the
competitive advantages because B & N kicked Around the idea of selling
books online.
New market entrants
Reduce barriers to
entry such as the need for sales force, access to channel, and physical asset.
It provides a technology for driving business processes that makes other things
easier to do. B & N still use the same strategy , driving both regional
chains and small independent bookstore out of business with its aggressive
pricing tactics and unbeatable inventory. This industry have high barriers to
entry but many company use the new strategy which use the selling books online like amazon.
Substitute product and services
In the industry there
are some of substitute that the customers might use if our product have a
problem. With the new technology it can create new substitute all the time. The
customer may use the Amazon because their company have use the new strategy,
the books online. The customer more prefer to the book online becase it more
easy to use.
Customers
Shifts bargaining power
to customers due to the availability of global price and product information.
The impact to the B&N is they may lose the customer because customer may
choose the easy way to get the product or the book that they want to without go
to the bookstore. Amozon holds a patent on the one-click shopping.
Suppliers
The market power of
suppliers can have a significant impact on firm profits. Tend to raise
bargaining power over suppliers in procuring product and service. Suppliers can
benefit from reduced barriers to entry and form the elimination of distributors
and other intermediaries standing between them and their user. The suppliers
may choose the Amazon than B&N beacuse Amazon sell more book than the
B&N.
2.How
did Barnes and Noble change its business model to deal with the Internet and
e-book technology?
Barnes and Noble change
its business model to deal with the Internet and e-book technology becauseto
focus more on the e-content market with their Nook they are also developing
technologies to get consumers into their stores. In-store sales have been
reduced due to new technologies and Barnes & Noble is using apps on the
Nook to get consumer. Barnes and Noble do this to capitalize their profitable
retail stores.Beside, want toexpand digital content, lead the digital education
marketby develop techniques and they also should sell something innovation and
attractive things to deal with internet and e-book technology. People in the
stores Barnes & Noble is also trying to create a different experience for
them to experimented with expanding spaces for activities like games and toys
they also have made more display room for the Nook tablets and their e-content
all of these changes that Barnes & Noble is making are a direct attempt to
deal with the rise of internet and e-book technology.
3.Will
Barnes & Noble’s new strategy be successful? Explain your answer.
Yes,
B&N new strategy be successful with before e-commerce reshaped the
landscape, its superstores forced smaller rivals into “most titles offered”
wars. Although that strategy is boosting
the company’s bottom line, publishers worry it may also drive book lovers to
Amazon, com Inc., which says its physical book sales are still growing. There
are also plans to experiment with slightly smaller stores in malls. B& N
has been experimenting with ways to drive traffic to its physical stores. The
new strategy can successful is drive e-book readers and the only retailer
offering an extensive inventory of physical books.
4.Is there anything else Barnes & Noble and the book publishers should be doing to stimulate more business?
Yes,currently the more
visibility a book has,the more likely readers want to purchase it.Since
that,they need to capitalize their profitable retail stores,develop small local
company based shops,expand digital content,lead the digital education market
and develop marketing techniques to drive e-book readers to purchase print
books.In order to stimulate more business,they should also sell something
innovative and attractive such as audio books.Perhaps,they should launched
B&N’s member card soon to allow their members to get speciality binding
with B&N book stores.
Case
study 2
Chapter
7 – Telecommunication, The internet, and Wireless Technology.
Case
1 : Interactive session – Organizations
The battle over Net
Neutrality
1.What
is network neutrality? Why has the Internet operated under net neutrality up to
this points in time?
Network neutrality is
the idea that Internet Service providers must allow customer equal access to
content and applications, regardless of the source or nature of the content.
All the Internet traffic treated equally; first come, first served by internet
backbone owners. It is because Internet is neutral to build on phone line which
to common carriage law. This law phone companies to treat all calls and
customers equally and cannot offer extra benefits to customer. Itswilling to
pay higher premium for faster and clearer calls.
2.Who’s in favor of net neutrality? Who’s opposed? Why?
Net neutrality is the
idea that Internet Service Providers must allow customers equal access to
content and application regardless of the source or nature of the content. I
would like to say that most of people that in favor of Net neutrality are
Moveon.org, the Christian coalition, The American Library Association,
data-intensive Web business such as Netflix and Google, every major consumer
group, and a host of bloggers and small business. They argue that
differentiated pricing would impose heavy costs on heavy bandwidth users such
as You-tube, Skype, and other innovative service, preventing high-bandwidth
startup companies from gaining traction.
Other than that, Net
neutrality supporters also argue that without net neutrality, ISPs that are
also cable companies, such as Comcast, might block online streaming video from
Netflix or Hulu in order to force customers to use the cable company’s on
demand movie rental services. And because of the free services, dissatisfied
customers will switch to providers who enforce net neutrality.
3.What
would be the impact on individual users, businesses, and goverment if Internet
providers switched to a tiered service model for transmission over land lines
as well as wireless?
Tiered service
structures allow user to select from a small set of tiers at progressively
increasing price points to receve the products best suited to their needs. The
tiered service model such a system are frequently seen in the
telecommunications field, specifically when it comes to wireless services,
digital and cable television options and broadband internet access. This also
seen in charging different prices for services such as one’s internet
connection and the number of cable television channels one has access to. The
impact to the individual user is tiered services help to keep quality of
service standard for high profile application like streaming video or VoIP. The
impact for services when use the tiered services is internet provider company
wll decrease their cost because net neutrality advocates argue that
differentiated pricing would impose heavy cost on heavy bandwidth user such as
Youtube, skype and other. Regulation is the impact for the goverment. The
goverment required to provide information regarding internet speeds and service
to their subscribers and could not block access to sites or products that
complete against their own product.
4.Are you in favor of legislation enforcing network neutrality? Why or why not?
No because there are
some effect. Their effect is the regulation did not officially safeguard net
neutrality. That means the wireless providers may black applications that use
to much bandwidths. Second of the favor of legislation enforcing network
neutrality is wireless providers have already moved to develop tiered plans.
That means services fees is high and online intent providers have stuck. Lastly
prevent telecommunications and cable company from charging different prices. It
means,the company charge the users with the same prices even users different
quota.
Case
study 3
Chapter
10 – E-commerce : Digital Markets, Digital Goods.
Case 2 : Interactive session – Technology.
Will Mobile Technology
put Orbitz in the Lead?
1.How
important is mobile technology in Orbitz’s business strategy? Why?
The mobile technology
is very important for Orbitz’s business strategy. This can be explaining by the
beginning of Orbitz company established, Orbitz distinguished itself as a
leader in mobile technology. With the mobile technology as their important
business strategy, Orbitz can reduce significantly their cost thus it also
brings a lot of benefits to their customers. The number of people who book the
hotel with mobile devices is growing every day. Mobile booking nowadays, is a
booking through special applications or mobile versions of the sites. Today
that kind of reservation is especially in great demand among business traveler.
Travelers very appreciate the mobility and the ability to solve problems “here
and now”. With mobile applications Orbitz.com and mobile version of the site,
they can easily book a room, rent a car or buy an airplane ticket, regardless
of location, and thus quickly adapt to changing circumstances or be able to
change their schedule. Also in many conditions, it saves their time and
provides maximum comfort and convenience when selecting destinations. Orbitz
also can identify which is their consumer is constantly using the smartphones
or tablets when travelling. By looking in this importance, Orbitz launched
different apps for iphone, android and window.
2.What
people, organization and technology issues did Orbitz need to address in its
mobile strategy?
Individual users
Enable mobile users to
view average wait times for airport security lines, locate available WI-FI
services at airport, compute check in delays & taxi line wait times &
new weather and traffic conditions. Users of any Web enabled device could
access capabilities similar to any full-screen e-commerce site.
Organizations
Orbitz m-commerce
platform needed to be customized for each firm. For business mobile web site
delivers the same set of tools enjoyed by the consumer market while
incorporating features.
Technology
Upgraded to respond to
swiping gestures, expedite touch transactions and accommodate the small screen
size of any web-enabled mobile device. GPS and improved search capabilities
enable consumers to locate nearby hotels and conduct price and distance.
3.Why
are mobile phone users much more likely to book same-day hotel room or airline
reservations?
Orbitz enabled mobile
users to view average wait times for airports security lines,locate available
wifi services at airports,compute check-in delays and taxi line wait times and
view wheather and traffic conditions.
The Orbitz also
instituded mobile exclusive same-day deals, called Mobile Steals,available both
on the m-commerce site and through the Hotels by Orbitz app available for iPhone and android service.
Consumer save up to 50%
of the standard rate.While only 12% to 14% of traditional e-commerce Web Site
shoppers want to reserve a room for the day on which they are searching smart
phone and other mobile users book for
the same night between 50% to 60% of the time because they are more likely to
be traveling and need a room at the last minute.
4.What role does Orbitz for Business play in the company’s business strategy?
Firstly,
role does Orbitz for Business play in
the company’s business strategy is distinguished itself as a leader in
mobile technology to offer mobile Web site. Then, resign its mobile Web site.
Orbitz want to be the first-to-market with an m-commerce site designed in
market segmentation.
Besides
that, role does Orbitz for Business
play in the company’s business strategy is to upgrade again
m-commerce.The main objective is to create mobile HTML Web pages. Orbits also
tout the ability to book a hotel room in just 3 tap. The main reason is to
focus on profitable than airline reservations in the large market.
Others
role of Orbitz is to enhanced its iOS and android apps. Orbitz wants to cut down the number of step
required in processes to search for and make reservations for their. The other
role does Orbitz for Business play in
the company’s business strategy is increased transaction speed. This
role plays to attract Orbitz new customers.
5.How
successful is Orbitz’s mobile strategy? Explain your answer.
From the beginning,
Orbitz distinguished itself as the leader in mobile technology. Talking about
Orbitz’s mobile strategy, Orbitz had becomes the first travel company to offer
mobile website back then. During the years followed, Orbitz made many
enhancements to its mobile services. Later on, Orbitz keep on upgrading their
website to ensure they have the competitive advantage to compete with other
travel companies.
It is important to say
that Orbitz’s mobile strategy has become successful since Orbitz has dedicated
technology teams that are focused on building the experience and products for
each different channel. Orbitz’s team has been incorporating the best practices
for selling flights, hotels and cars for both iphone and android to ensure that
their experience is consistent with the overall app operating system standards.
Other than that, we can
see the successful of Orbitz’s mobile strategy by looking at the 110 percent
increase in visits and also has generated 90 percent of its sales from the
hotel. The most important is that the increases of transaction speed provided
by Orbitz’s mobile application will attract the customer since most of
travellers need something competence. By making the investment in application
and mobile site, it would be the best strategy practice for orbitz as
prediction, most consumers will move to the mobile site for their travel plans.
Just remember that the main objective should be to try and provide your
customers the maximum benefit they can ever get from the use of a mobile app.
