Digital Business
BSYS842
Assignments
Trimester 1(V1) 2020 (Revised)
ASSIGNMENTS
Due P Assignment 2 12noon Wednesday 10/06/20
Length Assignment 2 Individual 2500 words
(This includes only the body of the report and excludes wording on diagrams, tables the executive summary, references, and appendices.)
Style Case Study Portfolio (structure provided)
Weighting Ass 2, 60% of the final grade
Submission Turnitin

Objective
The aim of this assignment is to develop skills enabling the analysis of a case study applying ebusiness management concepts.
Requirements
Assume you are a Digital Business consultant. You have been hired by ‘The Cook’ to make specific recommendations for the business. The issues that you need to give in-depth advice on have been agreed with the CEO and are as follows. The report must be delivered on the date agreed (see front page).
Assignment 2
Due date 12 noon Wednesday 10 June 2020 (week 11)
Weighting 60%
Type Individual Assignment.
Length 2500 word-limit, including references, excluding diagrams
Submission Submit one electronic copy on Turnitin. Penalty applies on late submission.
Requirements Report
This assignment is designed to give you practical exposure to some of the key aspects of e-business management. All of the assignment relates to the case study below, The Cook. It is a continuation of the first assignment
You are required to prepare an e-business management report. This report is expected to be supported with diagrams wherever appropriate and structured according to the headings below;
• Website Design: 15marks
Design a website for ‘The Cook’ that supports customer, supplier and staff activity with the ‘The Cook’ organisation.
Internet, extranet and intranet design will need to be included.
Explain the key features of the web site structure. You will need to consider how the business will interact with customers, suppliers and partners using multiple channels. What would each channel be used for. Consider for example Linkedin, Facebook, specialist apps for mobiles etc.
A diagrammatic presentation of the web site and digital environment is needed and mock ups of the site will be useful.
Do not build an actual web site.
• Web site Assessment: 15marks
Identify key measures of success that you recommend for use to assess web sites and the total business digital presence. Evaluate your proposed web site using your criteria.
• Functionality: 15marks
Describe and discuss the functionality of the site you are proposing including a discussion of the business processes supported. This is likely to include information dissemination, sales, fulfilment, returns, customer-The Cook interactive communications, CRM, marketing, supply chain support etc. Draw detailed flow chart(s) of the functionality supported by the web site and discuss the key features.
Critically assess what you have proposed.
• Ethics: 10 marks
Critically examine the ethical implications of the digital technologies proposed in your report.
Marking will also include:
• Presentation: 5%
This will include report layout, headings as requested, integration of concepts, length, grammar, spelling, sentence construction, paragraphing, clarity of expression, referencing APA format, 1.5 spacing, easily red diagrams and compliance with instructions.
Programme learning goals 1. Be self-aware critically reflective and ethical management professionals
2. Be effective thinkers and problem solvers
3. Be effective communicators
4. Be able to demonstrate advanced knowledge of business management professional practices
Paper learning outcomes 1. Critically analyse business processes and understand how they can be improved with digital technologies
2. Explain and evaluate the potential of disruptive technology for business transformation
3. Critically analyse the ethical implications of using digital technologies
Scenario
The Cook
The introduction of cooking robots has the potential to revolutionise how we live, or in particular what we eat. The cooking robots are capable of using a recipe (from a data base of stored recipes). In conjunction with the food supplied to the robots, stored in standard locations in homes they are able to prepare a meal either hot or cold. The robots have built-in devices for food preparation and are programmed to know where in your kitchen the cooking facilities are as well as any additional tools and containers needed to complete the meal preparation. The robots can be programmed remotely so that as long as the needed lead time for a recipe is provided the robot can have a meal ready for you and your guest(s) at any time required. The robots will set a table to the required standard and plate the food in an attractive manner so you and your guests can be served to the standard requested for the particular occasion.
The robots have several different models, some restricted to cold preparation, some with a more limited range of recipes, and models vary depending on the customer’s requirements. They are essentially silent except for the cooking noises you would expect so they are ideal to quietly prepare a meal while you and your guests relax, enjoy music, or otherwise entertain themselves.
A business opportunity has been identified by a New Zealand company called ‘The Cook’ to start a new business, import the component parts for robots from either China or Europe, assemble them in New Zealand and then supply the New Zealand and Australian market with robots for sale either through a few selected distributors or direct through the internet. The proposal is to import the main components of the robots from a mix of the three manufacturers that are located in Germany, Italy and China. This will mean there are significant transit times. Purchasing strategies and processes will need to be carefully thought through, as well as supply and storage strategies for raw materials, components and finished goods. The Cook are manufacturers of the robots and also run a small leasing business primarily so that potential customers can experience the product before buying.
There is some maintenance required for the robots to ensure a high level of reliability. A regular testing programme is needed to ensure that the robots are in good condition at all times so that customers are not embarrassed by the robot failing at a critical time with guests in the house. There are several hygiene requirements that must be considered, it is essential the robots are hygienic in every way. Health and safety standards are important.
It is against the trend to initiate manufacturing in NZ (most manufacturing is being outsourced to Asia) but the owners of the business are confident that with excellent operation management skills and appropriate levels of automation requiring small numbers of employees it will be possible to have a competitive manufacturing facility in NZ. The facility will need to be well designed and well managed, operations management will be the key.
Each of the overseas manufacturers has several different quality levels available for the core components appropriate to meet the requirements of the various market segments in NZ and Australia. It is likely that several of the minor components, collectively representing a significant proportion of the total robot, will be available from New Zealand manufacturers at competitive prices.
The Managing Director is concerned that the product launched on the local market is of a consistent and high quality, but he is also concerned that the price points will position the product within the grasp of the market segments selected.
The models to be assembled locally will vary as mentioned above in features, speed, and capability. There will be a variety of models to suit different types of business. Each market will require different key product features. The price of components is important, but there are other criteria that need careful assessment before entering into relationships with suppliers. The robots will have different price points in the different markets that reflect the different products with features designed to meet the requirements of the different customer groups.
The larger the quantities of parts ordered the better the discounts that can be negotiated. However since the technologies involved are changing quite rapidly there is a real risk of obsolescence. Also, if large quantities of parts are stored, storage costs and damage are a concern. There are other disadvantages of buying in bulk. Some of the components are both high value and easily damaged so special security and care will be needed in the handling of some components. Often it is not practical to repair the damage so much stock could be wasted if the appropriate management is not in place. Any damage and consequent disposal of components will be costly and will need to be minimised.
Some components used in the robots are a little bulky so it may not be cost effective to air freight them. The lead time from order to receipt is important allowing for manufacture and then shipping to New Zealand. This has been one reason Chinese rather than German or Italian manufacturers are preferred; the lead time on delivery is less from Asia than from Europe. Unfortunately the quality from some of the Asian suppliers has been quite variable during the product trials and this could lead to customer dissatisfaction. The components will be delivered to The Cook factory in boxes within standard shipping containers.
It is expected that some models will be produced in low volume. Market research has indicated that there will be a reasonable volume required of the core products. There will need to be several different domestic models. Wherever possible, a base model will be used and then variations added to meet the specific requirements. Because of the nature of the technology there will be some specialised processes that will be needed in the building of the robots.
The owners of The Cook are determined to ensure that the factory is designed to be ergonomically friendly. They want to create a positive business culture to develop a good reputation that ‘The Maid’ is a great place to work. High quality and high quotas of output will be expected. The business is expected to be highly competitive, and there will be competitor products that are entirely made overseas with lower labour costs than is possible in NZ. It will be essential that a good reputation in the market is quickly established.
When designing the business processes it will be necessary to remember that there will be a significant transit time to ship parts to New Zealand. This will mean it is important to think through storage issues and purchasing arrangements to ensure that the NZ factory does not run out of components during manufacture nor have excessive stock to store. The Managing Director is very concerned that the storage costs are kept to a minimum at all points in the supply chain; the supply of finance is limited so the level of working capital is lower than the Managing Director would like.
It is expected that the largest New Zealand market will be in the Auckland area, though there are significant market opportunities outside of Auckland. Initially, it is intended to establish the market in New Zealand (probably Auckland) and then expand in about two years to the east coast of Australia focusing on the Sydney area. It is hoped to have the first product into the New Zealand market within nine months. There are issues to be considered about where stocks of finished product should be held.
There is a need to make the product available for prospective customers to view and in some cases trial. A hiring option will be offered. This is because of the novel nature of the product at this stage in the product life-cycle; the new technology needs to be operated to build confidence. There is a
concern about how a product that has been trialled should be stored and maintained when it is returned and held for subsequent customer trials.
It is important for The Cook to move quickly to ensure a first mover advantage in the market. Because the competitors have existing manufacturing capability it is expected that they will be able to achieve a very competitive cost base.
Damage to the imported parts may occur in transportation and also in the warehouses especially if warehouse space is not suitably designed for storage and handling of the robot components. Some warehouses being considered for initial use are available in the market at a low cost which is highly attractive. Because the low cost warehouses are old, the floor levels are uneven, the roofs leak in some places, and security is a concern. Good truck turning areas and docking space are important. The business must consider future expansion when making decisions related to locations. Finding stock in poorly designed warehouses is difficult and wastes time. Poor stock management systems will result in stock being frequently moved, this adds cost to the operation, and will probably result in damage.
It is expected that the robot components will be delivered to your factory in boxes from the various suppliers. The core processer will be provided in one piece. There will be about five mechanical subassemblies and ten separate electronic components from the overseas source plus components sourced from within NZ. It will be necessary to paint the robots, a limited range of colour schemes is planned. The internet is going to be important as an advertising medium and also as a means for prospective customers to view technical data, view pictures of the product, and place orders.
Source: Prepared by Rodger Chesterfield, Senior Lecturer AUT University.
Instructions
Assignments must be typed using one and half spacing. Font size must be 12 Arial or New Times Roman.
Use the structure and headings provided above for your reports.
Reference all ideas, diagrams, quotes and other material taken from others using the APA format.
The number of words in your assignment (excluding refs and words directly associated with diagrams) must be noted at the end of your assignment. The word count has flexibility of +/- 10%.
Do not repeat large pieces of factual information from the case.
Submit to Turnitin.
Plagiarism may result in a zero mark and other disciplinary action.
It is expected that you will need to provide good quality diagrams to communicate your answers effectively for some sections in the report. You may choose to use Visio or a similar tool.
A 5% mark penalty (deduction) will be applied for each day or part day late.
Failure to follow the instructions above may result in mark penalties (deductions).
Notes
You may need to make some assumptions about the business or other practical issues that are not explicit in the case. Please state all assumptions you make.
You will need to demonstrate your understanding of the material covered in the course and apply the course concepts to this case.
Do not give generic or general answers; your answers must be specific to the case. Your answers must be in depth.

BSYS842 Digital Business Assessment 2 - Case Study
CRITERIA 5 5-4 3.5-3 2.5-2 0-1.5
10, Excellent: 10-8.0; Very good: 7.5-6.5; Satisfactory: 6-5; Did not meet: 0-4.5)
15 15-12 11.5-9.5 9-7 0-6.5
1. Website design (15 marks)
- Web site description
- staff / management ease of use
- customer focus
- supplier focus
- internet ,extranet, intranet inclusion
- other channels
- key features explained
- structure clear
- diagrammatic presentation
- mock ups Met criteria to an excellent standard
? Met criteria to a very good standard
? Met criteria to a satisfactory standard
? Did not meet criteria
?
2. Web site Assessment (15 marks)
- comprehensive set of measures clearly defined and justified,
- measures used for proposed digital presence,
- web site assessed Met criteria to an excellent standard
? Met criteria to a very good standard
? Met criteria to a satisfactory standard
? Did not meet criteria
?
3. Functionality (15 marks)
- detailed flowchart,
- Functionality described and discussed
- Business processes described,
- Supply chain support
- CRM
- Marketing
- customer focus,
- supplier focus
- Critical assessment Met criteria to an excellent standard
? Met criteria to a very good standard
? Met criteria to a satisfactory standard
? Did not meet criteria
?
4. Ethics (10 marks)
- Ethical implications
- Critical examination Met criteria to an excellent standard
? Met criteria to a very good standard
? Met criteria to a satisfactory standard
? Did not meet criteria
?
6. Presentation, grammar, APA refs, etc (5 marks)
- clarity of sentences and paragraphs,
- spelling, grammar, paragraphs
- APA referencing,
- Layout, 1.5 spacing
- Large enough to be easily read
- Compliance with instructions Met criteria to an excellent standard
? Met criteria to a very good standard
? Met criteria to a satisfactory standard
? Did not meet criteria
?
Comments / Mark