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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Alexandria Winning-Browne
NetID Awin770
Group Number: 174
Website Link: http://infosys110group174.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Mira Tuesday 2pm
Time Spent on
Assignment:
27 hours Word Count: 1799

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18+ IDENTIFICATION SCANNER
INTRODUCTION
New Zealand has a strong history of underage drinking. According to Furgusson and Bodden
(Otago University, 2011) over one in three young people aged 12-16 engage in binge
drinking and with deaths, legal-issues and health problems, underage drinking is a serious
threat. Sargent Al Lawn of the Cantebury Police (3news, 2011), states; the issue of fake IDs
has been accelerating and many people are taking risks. To reduce the effects of underage
drinking and eliminate the use of one of its major contributors, fake identification, we have
created an 18+ Identication Scanner, targeting the major liquor sellers and 18+ access
facilities by scanning the persons ID and iris, identifying the legitimacy of the person, age
and their ID. With this scanner, the use of Fake Identification can be elliminated and
underage drinking can effectively be reduced.
3. BUSINESS SECTION
3.1 Vision
The Vision of the 18+ identification scanner is to elimiate the use to Fake Identification
within businesses that require an ID, and help towards the long term goal of reducing
underage drinking.
3.2 Industry Analysis: Identification Scanner Industry
Industry: Identification Scanner Industry.
Force: High/Low: Justification:
Buyer power: Low Buyer power is low because we are the only
company in this industry that ensures buyers
wont have fake identification problems with
alcohol purchases and 18+ areas. Buyers will
avoid arrest and fines, involved with underage

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drinking.
Supplier power: Low There are many options in terms of suppliers, so
we could switch suppliers if need be, meaning
that the supplier power for the Identification
Scanner Industry is low.
Threat of new entrants: High Threat of new entrants is high because it is not
hard for a company to enter the industry. Yes
the new entrants would need money but there is
no extreme barrier preventing entry.
Threat of substitutes: Low Threat of substitutes is low because there is no
other product that eliminates fake identification
by checking IDs authenticity, the persons age
and genetics. No substitute product can ensure
this all gets checked, insuring low threat.
Rivalry among existing
competitors:
Low We are the only business with this product,
therefore rivalry within the industry is low. As
we hold this competetive advantage, there is no
rivalry among existing competitors.
Overall attractiveness of the industry: The industry is an attractive one because only threat
of new entrants is a high force. With buyer power and supplier power both low, our
business shows that it has control over the industry. With low substitutes and low rivalry,
our product is the only secure option for buyers and therefore more likely to be purchased.
According to Michael E. Porter (Harvard Business Review, 2008), The strongest
competetive forces determine the profitability of an industry and as we hold competetive
advantage over most forms of industry competition, our industry is very attractive.
3.3 Customers and Thei r Needs

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Our customers include any licensed or 18+ access establishments; supermarkets, liquor
stores, clubs & bars. Seargeant Al Lawn states It is a difficult problem for licensed premises
to deal with- it puts them at risk and takes up significant police time. By introducing the
scanner, buyers no longer manually check IDs, and actual validation occurs. This scanner will
protect their reputation as upholding the law and would prevent risk of fines and arrests.
3.4 The Product and Service
Our product is an identification scanner that detects legitimacy of the ID, person and age.
According to IrisID (2000-2014), iris technology is stable (as) the unique pattern in the
human iris remains unchanged throughout one's lifetime. The scanner looks at the
identification first, which (once developed with the Government) will have their information
in a chip, then scan their eyes for confirmation and check their age. A handheld option is
available for supermarkets or liquor stores aswell as a door activating options for clubs and
bars etc. The door activating scanner disallows underage people through and the handheld
scanner will make sure an ID is scanned at every alcohol purchase also eliminating fake ID.
3.5 Suppliers and Partners
The two key potential suppliers for our product include a scanning technology company, and
a technology manufacturer. The scanning company like Iris ID would supply the iris scanner
and detection technology needed to develop the scanner. The technology manufacturer is
essential as we are outsourcing all of the manufacturing, introducing additional products
like the doors for the larger machines and the data storage.
The New Zealand Government and the New Zealand Police are the key potential partners.
The Government supplies us with the genetic information needed. They could implement
iris photo collections in election booths and drivers licensing etc. making it easier to
accumulate. The New Zealand Police would promote our product within the as businesses
are more willing to use the technology that the Police approve. Both partnerships will have
full assurance of the elimination of fake ID, and reduction of underage drinking, bennefiting
us and them.
3.6 Strategy: Focused strategy

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According to Porter (2008), the strategy for our product is Differentiation-Focused. As our
product customer specific, we are Focused and due to the scanner prices, we are also high-
cost, resulting in a Differentiation-Focused Strategy. According to Baltzen, Lynch and Blakey
(Business Driven Information Systems, 2011), a differentiation-focused firm is better able
to pass on supplier price increases allowing us to survive supplier changes. Furthermore,
we give little power to large buyers with few alternatives, and rivals cannot meet
differentiation-focused customer needs, placing our product in an ultimate position.
3.7 Value Chain Activity: Marketing and Selling of the Product or Service.
A significant value chain activity for our scanner is Marketing and Selling because our
product is a focused-differentiation product. Unless we successfully market the product,
people are not going to know enough to want to purchase it. According to
managementexchange.com (2011), The activities are performed to make sure that the
products are transferred to the targeted customer groups. In performing this activity, we
are ensuring our advertising is to industry specific customers not just the public.
3.8 Business Processes
3.8.1. MARKETING PROCESS
The Marketing Process is important because it allows the marketing team to evaluate the
existing market, target customers and effectively advertise. The process involves identifying
Marketing goals and Industry Trends of which both contribute to advertising our product.
This means we are able to generate marketing ideas, evaluate product requirements and if
problems occur, effectively make process changes. According to Business.Govt.NZ,
marketing is the umbrella term for the entire co-ordinated process of getting a product or
service into the hands of customers. And therefore, the checks within our process allow
our product to both meet the vision and ensure the product meets the target market.





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3.8.2. SALES ANALYSI S PROCESS
A Sales Analysis Process allows our company to analyse the sales within our company and
the industry and use this to understand our targets. This process includes collecting Data on
sales within the company and market, analysing this data to establish efficiency and
recorded success through departments. According to Neil Kokemuller
(yourbusiness.azcentral.com, 2007), The sales function is a key mechanism for companies
to grow and so as we keep analysing our sales through this process, we will continue to see
growth throughout the company.

















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3.9 Functionalities
3.9.1. MARKETING PROCESS
REALI SE THE TARGET MARKET.
COMMUNI CATE THE VALUE OF OUR PRODUCT TO POTENTIAL CUSTOMERS.
3.9. 2. SALES ANALYSI S PROCESS
UNDERSTAND IMPORTANT CUSTOMERS.
ANALYSE WAYS IN WHI CH TO BOOST OUR CUSTOMER BASE.

3.10 Systems

3.10. 1. Marketing Information System (MKIS) An MKIS is important for our product because it
helps support the Marketing decision making. According to Jobber (2007) this is a "system in which
marketing data is formally gathered, stored, analysed and distributed to managers in accordance
with their informational needs on a regular basis." This means that our Marketing department has
effective structure, procedures and methods in order to accomplish advertising and make successful
marketing decisions.
3.10. 2. CUSTOMER INFORMATI ON SYSTEM -
A Customer Information System is a significant for our product because it allows our Sales
and Marketing departments to develop ideas and obtain information from customers about
the product that they either like or dislike. By doing this, our departments are able to make
appropriate adjustments to the development and manufacturing stages as seen fit.
3.10. 3. PRODUCT SALES ANALYSI S SYSTEM -
The product Analysis System is effective because it helps our teams achieve the maximum
output for our product by Sales Forecasting. This system helps analyse successes and
failures within the business which help predict future trends for the product in this market.
By using the system, we are optimising our sales and ensuring the analysis process is used in
a controlled and efficient manner.




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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)

Marketing
and
Selling
the
product.
1. Marketing
Campaign
Process.
1. Realise the target
market.

2. Communicate the
Value of our product
to potential
customers.

Marketing
Information
System.
Marketing
Information
System.
Executive
Information
System (EIS)
Decision
Support
System (DSS)

2. Sales Analysis
Process.
1. Understand
important
customers.

2. Analyse ways in
which to boost our
customer base.
Customer
Information
System.
Product Sales
Analysis
System.
Customer
Relationship
Management
System
(CRM)
Enterprise
Resource
Planning
(ERP)
CONCLUSION
In Conclusion, our 18+ Identification Scanner is the ultimate product to eliminate the use of
fake identification and prevent underage drinking. Through industry analysis, we are able to
identify the attractiveness of the industry, customers, suppliers, partners and significant
processes and strategies to optimise the scanner. Through this analysis we are able to show
that this product as an Information Technology product, can easily integrate with
Information Systems to reduce the problem of underage drinking. By doing so, we are
achieving our vision of eliminating the use of fake identification and reducing the chances of
underage drinking within New Zealand and hopefully one day, the rest of the world.






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REFERENCES

1. Boden JM, Fergusson DM. (2011). The Short and Longterm Consequences of
Adolescent Alcohol Use. Young People and Alcohol: Impact, Policy, Prevention and
Treatmen. t , VOL 1. Ch 19. http://www.otago.ac.nz/christchurch/otago019043.pdf

2. NZPA. (26,01,2011). Police clamp down on fake IDs. 3news.
http://www.3news.co.nz/Police-clamp-down-on-fake-
IDs/tabid/423/articleID/195937/Default.aspx

3. Porter ME. (2008). Industry analysis and competition: Porters five forces.
Competitive Strategy. New York: Free Press, pp. 3-5. http://www.marsdd.com/mars-
library/industry-analysis-and-competition-using-porters-five-forces/

4. IrisID. (2000-2014). Iris Recognition Technology.
http://www.irisid.com/irisrecognitiontechnology

5. Baltzan P, Lynch K, Blakey P, (2012). Business Driven Information Systems. Australia:
McGraw-Hill.

6. Avijit Jaha. (2011). Mapping of Porters value chain activities into business functional
units. http://www.managementexchange.com/hack/mapping-porter%E2%80%99s-
value-chain-activities-business-functional-units

7. Business.Govt. (2013). Marketing and Sales. http://www.business.govt.nz/support-
and-advice/advice-mentoring/marketing/marketing-and-sales/

8. Neil Kokemuller. (2007). The Importance of Sales in an Organization.
http://yourbusiness.azcentral.com/importance-sales-organization-12856.html

9. Jobber D. (2007). Principles and Practice of Marketing. Australia: McGraw-Hill