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Lesson 8
Tutorial 8
Zainudin
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The airport had a Web site but not a clearly defined Web strategy. The company saw the potential of the Internet to implement a simple to use document publishing system; the development of a major customer-focused Web presence; and to integrate partners’ systems to provide services to customers.
In essence the Airport wanted to develop online services that would generate income and ultimately increase profitability. In addition, it was thought that the Web site should offer local residents information in relation to the ways in which the airport might affect them as one way to maintain and improve community relations.
As the Airport has complex relationships with the companies that operate within its boundaries it was clear that the business objectives of the airport would need to be handled sensitively in order to maintain the high level of rapport enjoyed between all parties.
The Airport considered the Web site to be fundamentally important and so decided it should host the system. The Web site had to integrate with existing systems such as CRM database and messaging systems along with the platforms used by partners and suppliers. The preferred approach was to have a fully integrated system under the
An underlying principle was to make use of existing technology as much as possible. Also the solution had to fit wherever possible with existing skills sets in the organisation. The Airport decided to pick the technical infrastructure requirements leaving the supplier to design and build the solution.
The Airport required a solution developer with the technical expertise to design and develop a fully functional web site that was integrated with backend systems, that was qualified to act as a one-stop-shop partner who would assume full responsibility for the design, building and installation of the Web site, was able to provide 24/7/52 operational support, that could understand the Airport’s business and was able to communicate and work with all Airport staff.
The company chosen, from a shortlist of four, was based about 10 kilometres from the airport, met all of the Airport’s selection criteria and was very comfortable working closely with non-technical staff.
The first stage of the Web site provided up-to-the-minute details of arrivals and departures similar to those shown in the passenger lounges at the airport. This alleviated the number of calls enquiring about the timing of flights. The Web site provided the facility to book scheduled flights and hotel accommodation. Rather than develop a new system it was decided to integrate with the already-available Telme.com online travel booking service. This integration was designed in a seamless way.
In order to use many of the services supplied on the site, users must register on-line. This data is then utilised whenever a service is requested. If the customer wishes to book a flight via Telme.com then the airport’s own CRM (customer relationship management) system feeds information into the Telme system, receives data back and then passes it to the user as appropriate. A significant amount of effort was expended to ensure that the functioning of the Web site met the real world requirements of users by involving them in the testing process.
The second phase of the operation was targeted to exploit the new Web presence and the on-line
· preorder duty-free products on-line
· reserve airport car parking spaces
· book charter flights and package holidays
· preorder foreign currency.
The Web site receives up to 500,000 hits per day. The benefits of the e-business systems are many. Passengers are feeling more comfortable with the Airport as a result of the Web site since they can understand the layout, parking, shopping and currency exchange facilities before they leave home. Local community residents can be informed of developments at the Airport which helps community relations. Through the on-line shopping and ordering systems, income and profits are increasing. Finally, there has been substantial increases in revenue to the airport from car parking. Prior to the new Web site an outside company had sole control of the parking and the airport only received 5% of revenue. Via on-line booking, 90% of the revenue now comes to the Airport.
Overall, the main lessons learned from their experiences are: exploit the experience of employees; work closely with the real end users and work with suppliers in a partnership fashion.
From an e-business perspective the system is successful because it provides what the users want in a convenient manner. Travellers require timely and accurate data and the new Web applications provided this.
Answer any 5 Questions. Attempt all if you are smart.
1. Identify the key business objectives related to the Airport’s e-business initiatives.
2. Who was involved in the Web Development team? Did this conform to good practice principles explained in this chapter?
3. Classify the main benefits of the new Web site?
4. Visit the Web site of
5. How do you see the site evolving in the future?
6. Identify the various ways that Dell Corporation uses e-business in its sale of computers - both B2C and B2B.
7. What have been the benefits of using e-business for Dell Corporation?
8. Visit the Web Site of Dell Corporation (www.Dell.com) and provide a 200 word review of the site.
9. Do you believe Dell's use of e-business has given the company a competitive advantage? Is this competitive advantage sustainable over the medium to long term? Explain your answer.
10. Do you believe all large companies will use the Internet in the future like Dell Corporation?
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These are the names of the student who have submitted the Tutorial task.
Keep up the good work. Updated on 12.30pm 14 Julyl. 2008.
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Project Management
PM 2008
Case Study 2
All in a day’s work!
One day the boss called me into her office and offered me the leadership of a high profile internal IS project. At first I was rather pleased with the offer but as I found out more about it I wondered whether it is such a good idea to accept it. The boss informed me about some of the background to the project.
"Look", she said, "it is a good opportunity to prove your project management expertise. However, there are a number of problems related to the project of which I should make you aware. In fact the project should have started a while back. The trouble is there was a major dispute that we were unaware of between the two user departments. The project failed to get off the ground because of a dispute between two user departments - yes you guessed it, it was finance and marketing. Both felt they should be responsible for it and because of personalities that clash the matter just got worse. There is, as you are probably aware a history of conflict between the two departments."
"Well, I see! Who will be the primary users of the system", I asked.
"The users of the system will be from marketing, but the thing is that the information produced by the systems will also be of use to finance and they will want to query the data," she continued.
"Before we go any further, can I ask what happened to Gerry, he was managing the project wasn't he?" I asked.
"Didn't you know? Gerry is off work with stress and won't be back for a good while, however it is not all due to managing this project so don't worry too much", she replied. "The project is really very high profile and is in fact critical to the company's financial success. Even the CEO has told the two departments to get on with it and sort out the problems. I know that if the project doesn't get moving he will be knocking on my door asking for an explanation."
I accepted the project position and was provided with a project update which is summarised below along with some of my own thoughts from personal observations.
The finance and marketing departments have now assigned someone to the project to define the business requirements. Although the two individuals are experts in their own domains and they appear to get on well together the key user has not been identified. In fact both Department managers still want to blame each other if anything were to go wrong. At this point no other resources have been allocated to the project.
I have been told that the systems should be completed by the end of the year. The problem is that this is only four months away. It seems impossible to have the system up and running in such a short time.
I have still have a number of concerns such as will I still have to oversee the maintenance of System Alpha which I have been looking after for the past year? This takes about ten hours per week to attend to but the work is spread over every day of the week. My planned leave later this month will have to be postponed.
The new project looks to involve the development of new software. It will also impact on existing systems and databases. A large number of screens will have to be updated so there is considerable interface work to be done.
The team allocated to the project consists of:
Two Analysts
Both seem competent and appear willing to do some programming if required. Their knowledge of systems development techniques is acceptable. Both are motivated and work hard.
Junior Programmer
Is enthusiastic but lacks the ability to work independently and so will need close supervision.
Contract Programmer
Was taken on a number of months ago to work on a different project. Has some ability but appears de-motivated due to uncertainties with his contract. He could be a real problem and be a threat to the project if his attitude goes any worse.
Overall, my guess is that I need extra resources but the project can be completed successfully. Any advice would be appreciated.
Questions :
1. What do you consider to be the major issues related to the project.
2. Can the project be made a success?
3. What action should be taken and what recommendations made?
4. Was I foolish for taking the project on?
5. What is your idea of a “Successful” Project Manager?
6. Do you think a Project Manager can make a difference to a given project? Why and how?
7. How does this Case Study relates to your Assignment “ Bank of Putrajaya”?
Upon Completion of this module, participant will be able to: 1. List Down the 5 Steps Of Making a “Roti John” using a Mobile Stove. ...