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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Yuseon Choi
NetID Ycho203
Group Number: 343
Website Link: http://infosys1102014s1group343.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Friday 09am
Time Spent on
Assignment:
25 hours Word Count: 1649

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FOOD TRACKING APPLICATION
INDUSTRY
INTRODUCTION
Awareness of food safety issue is growing rapidly each year all over the world. Millions of
people are suffering under food-bourne illnesses and the rate is increasing significantly . The
reason for this could be that todays process of food industry invlove a lot more complex
operations. The most of food industries mass produce their products and transport theirs to
different countries or regions. Thus this will lead to contaminated food to spread around
the world at unprecedented rates. To prevent food-bourne illness, we have created smart
phone application that tracks the food products to provide the product details and health
risks to customers. We have focused this application to provide detailed information of the
product to customers and being able to remove all the product immediatedly if it is
contaminated
3. BUSINESS SECTION
3.1 Vision
To make a better world for people where eveyone can live without worrying about food
safety issues by using everyday accessible smart phone food tracking application.
3.2 Industry Analysis: Food Tracking application industry
Industry: Food Tracking application industry. This industry makes application that can track
food products to get detailed information of the food products to prevent food-bourne
illness.
Force: High/Low: Justification:
Buyer power: High There are 34 different products in food tracing
application industry. As there are many different

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products that buyers can choose, buyers are very
sensitive about the change of prices. Because this
is application industry, the customer can change
switch products for free. As the main customers
would be households, grocery wholesalers and
restaurants, they would have high knowledge
regarding groceries, so they would look for the
supplier who produce higher quality of the
product.
Therefore, buyer power is high. (Capterra,2013)
Supplier power: Low There are many suppliers in this industry, which
means that consumers have many choices to buy.
This application industry does not incur switching
cost when customers choose to change the
product from another. Awareness of food safety
issue will cause customers to require higher
quality and differentiated products than others.
In order to success in this industry, the business
have to provide differentiated product from other
markets in terms of accessibility, high quality of
products, customer service.
Therefore, the supplier power would be low.
(Capterra,2013)
Threat of new entrants: High
Entry barriers of this industry is low. It requires
cheap costs to set up the company and relatively
low capital is required.
Thus, many new entrants will enter this industry.

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(bsaikrishna, 2011)
Threat of substitutes: Low There is no substitute for this industry. It is
impossible to find out detailed information about
specific products immediately if they are not
using food tracking application. Also
contaminated food cannot be found and removed
before it causes serious food-bourne illness.
Therefore, threat of substitutes will be low.
(Intelex, 2013).
Rivalry among existing
competitors:
High The competition is fierce within the industry.
Companies try to make and develop better
qulaity of product in order to provide more
detailed information of the food products and
make faster and easier process of
reimbursement. It is really important the product
to be recognised as reliable and convenient to
customers.
(GFTC, 2012).
Overall attractiveness of the industry: Food tracking application industry is overall NOT
attractive industry. First, customers are sensitive about changes in price for using the
product from this industry. Therefore the industry has to set and maintain the price to be
low. Second, a threat of new entrance is high. It is easy to enter this industry. This means
that many companies who have new technology can enter this market easily so that rivarly
among competitors will be more fierced. The company has to have innovative technology
and customer friendly service in order to success in this industry. However, threat of
substitutes of this indusry is low. This implies that if a company produce reliable and delivers

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a high values to customers, this will bring back great profit to the company. Overall, it is not
attractive industry to enter unless the company has confident to deliver high value to the
customers.
3.3 Customers and Thei r Needs
Customers would be any size of restaurants, wholesalers and individuals. They want to know
whether the food product is safe to buy (or sell) or not. Also, if the product is contaminated,
consumers would want to know the fact before the contaminated food cause any serious
consequences. The customers would expect this applications to cut off complex
reimbursement processes for them.
3.4 The Product and Service
This food tracking application industry provides the products detail, specific place of origin,
health risks and environmental standards. When the product is contaminated, the
application should be trace the purchase record so that they can warn individuals by
automatic text or application notification and reimburse the price of product back to
customers.
3.5 Suppliers and Partners
This application should state specific product details for the most of food products.
Therefore, this industry has to have ability to inform all the specific details about the
product such as where the product comes from and the environmental standards etc.
Therefore, partners for our company would be food manufacturing company such as Tip
Top. The other partner would be farmers such as dairy farms. As raw materials would be the
most important thing for food manufacturing process, we need to get information about
conditions of raw materials such as milk cows or crops.
The suppliers of the industry would be software developing company such as CH2MHILL. As
our company has to store immense amount of data about food products and customers
details so we need a supplier who can develop and manage their information management
system in secure. The second supplier would be the application store such as Apple and
Google. Our company produces a smart phone application to make customers easily access

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to food products information that they want. Therefore, as we realize the app through the
app store, companies such as google and apple would be another suppliers.
3.6 Strategy: Focused l ow cost
Food recall smart phone application industry's strategy is a focused low cost. Consumers for
this app's industry is mainly households, and grocery wholesalers as this app only support
food products. The cost strategy is low because this smart phone app industry requires
relatively less cost to enter and operate in this industry.
The overall strategy is therefore Focused low cost.
3.7 Value Chain Activity: service after sale.
The most important value chain activity for this business is service after sale (service).
This company is a technology based. Errors and bugs occur in system quite frequently. The
company must fix any error occurred and able to maintain the system. Also we must keep
information up-to-date for existing list of food products and new products information. The
service after sale is the most crucial activity that the company can be recognized by
customers whether the product provides reliable and accurate information for them or not,
in order to satisfy their needs.
Therefore, a customer service is the most important value chain activity for the company as
being customer centric is part of our vision
3.8 Business Processes
3.8.1. UPDATING PROCESS The main functions of this application is to provide detailed
information about food products and make automatic reimbursement of contaminated food
products to customers. Therefore, the application should collect the customers personal
information including credit details and up-to-date transaction information to inform the
conditions of food that they purchased. Also, all the information of food products has to be
up-to-date to inform the customers accurate and newest information. Therefore, updating
information of food products and customers information are crucial for this application.

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UPDATING PROCESS MODEL
Start
Request Received
for information
about food product
Yes
Got information
about the
requested
product?
Get the information
by investigating or
Request
information to
partners
No
Provide information
Yes
Collect Feedbacks
from customers
FINISH
No


3.8.2. DEBUGGING PROCESS As application is based on technology, errors and bugs occur
on system quite frequently. Therefore, the company has to receive report about errors and
able to fix it as soon as possible through technology processes.

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DEBUGGING PROCESS MODEL
Start
Receive errors
reports from
customers
Solve the issue and
respond customer
New issue
generated?
Investigate the issue
Yes
Confirm with
customer
Error Report Technological
Analysis
Fix the issue
Solved? No
Resolve solution
Yes
No
FINISH



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3.9 Functionalities
3.9.1. UPDATING PROCESS
Keeping track of customers
Updating food products information
3.9.2. DEBUGGING PROCESS
Developing products
Receiving error reports
3.10 Systems

3.10. 1. PRODUCT ASSEMBLY SYSTEM The system identifies and analyses any problem
occurred within the software of the product. This system is crucial for the product as it is
directly related to operation of the product.
3.10. 2. UPDATING SYSTEM This system takes orders from customers. As this application
cannot have all the information of every existing food products, this application can update
information of new products when customer request for a new information or application
finds out a new product from customers transactions. This system will update newest
information of the product regularly by requesting our partners for information.
3.10. 3. CUSTOMER INFORMATION MANAGEMENT SYSTEM This system stores our
customers personal and transaction details in order to inform and make reimbursement
when the product that they purchased, were contaminated. This system efficiently manage
customers information and reduce the time it taken to go through the process of
informing customers and reimburse the products.

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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)

Bavarian
bergkase
fromage
queso
1. Updating
Process
1. Keeping track of customers


2. Updating food products information
Customer information
management system

Updating system
Customer relationship
management system

Collaboration system
2. Debugging
Process
1. Developing products

2. Receiving error reports
Product assembly system


Product assembly system
Decision Support system


Decision support system

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CONCLUSION
Nowadays, food-bourne illness is a rapid growing worldwide health problem issue. This is
caused by lack of information that customers can get for their food products. However, this
application wil inform customers about where the product comes from, when it has been
made, hows the condition and environmental standards etc. as much as details possible for
the food product. Tracking food products also can figure out whether the product is
contaminated or not by checking the conditions of food manufacturing places. Therefore,
this food tracking application industry will eventually reduce food-borne illness health issue.
REFERENCES

1. Food and Beverage - Environmental, Safety & Quality Software by Intelex. (n.d.).
Food and Beverage - Environmental, Safety & Quality Software by Intelex. Retrieved
May 25, 2014, from http://www.intelex.com/Food_and_Beverage-
20industry.aspx?source=h%2B1cla%2ByaKH2gBG7oq333j7XO5mbbrBX0e%2Bc5eyTx
UqtgRkbML1ZLPnWkvIcf2lHurdpQmUdaw7qQa0mJrIUrg%3D%3D&utm_source=Capt
erra&utm_medium=Directory+Listing&utm_content=Capterra+Food+Traceability+Di
re
2. Foodborne diseases. (n.d.). WHO. Retrieved May 25, 2014, from
http://www.who.int/topics/foodborne_diseases/en/
3. Making the consumer part of the supply chain. (n.d.). Food Engineering. Retrieved
May 25, 2014, from http://www.foodengineeringmag.com/articles/print/89515-
making-the-consumer-part-of-the-supply-chain
4. Top Food Traceability Software Products. (n.d.). Top Food Traceability Software.
Retrieved May 25, 2014, from http://www.capterra.com/food-traceability-software
5. Mobile apps high potential and low entry barrier. (n.d.). Brandalyzer. Retrieved
May 26, 2014, from http://brandalyzer.wordpress.com/2011/07/07/mobile-apps-
%E2%80%93-high-potential-and-low-entry-barrier/
6. Report November 2012. (n.d.). GFTC. Retrieved May 26, 2014, from
http://www.gftc.ca/uploads/userfiles/files/13-087_foodtraceability.pdf