Infrastructure Assignment DIRECTIONS This is an individual assignment. By now you and your group should have discussed the scope of the group project. You should have an idea of what will be needed to develop, manufacture, manage, distribute, service and support the product. It is expected that any two team members will not have the exact same set of assumptions and concerns for their risks. There are many possible ways to accomplish a successful outcome for your project. You as a key member of your team should have a fair understanding of what will be needed to go from the concept to the market place. Since you are working with a product/service under development that has yet be built and deployed you will have major assumptions and therefore suggest different tasks to be done in developing the product, setting up the business, and running the business. The 'GLUE' that pulls an organization together is often unseen, unknown by outsiders and frequently unknown except to a few select employees. Many innovations are driven by the introduction and insertion of new technologies in the new products. Note that there are more innovations in business models of companies than there are in innovations with new technologies. However, when injecting new technologies into a new product, the organizations infrastructure will have to be set up or adjusted to meet the goals of the new product. The diagram in the attachment shows the interrelationships between different activities in a product development organization. The four different levels of the diagram show tight coupling between tasks like Design of Support Capability and Sustaining Maintenance and support of the system or product. The vertical connectors between tasks in the four levels indicate a typical sequential flow that is followed in developing new products.This diagram may or may not exactly match the tasks or sequences for your product/service. If it does not match as a model for your product/service, create a diagram with 8 or more interconnected tasks, which better describes a model for operating your venture. Insert that diagram into your document and answer the following questions. If my diagram does match your model, just refer to the titles in the boxes of the diagram and answer these questions. 1. Describe the goals of your organization in six sentences or less. That is; what is it that you will create, sell and service? Who will be your customers? How long will they continue to use your product? 2. How, where and when will you make money through the operations of your venture? What money is to be made after the initial purchase of the product? 3. Refer to this or your custom diagram. For each of the arrows in the diagram; name the three most important activities that will occur between the tasks with the arrows. Put your highest priority activity first and your lowest priority activity third. One example might be; Design of Production Capability -> Design of Support Capability might state: "Production department publishes specifications for the product that will be used by the Service Department to test failures of any products". [For this statement, give an example of what metrics should be measured, such as the amount of electrical power consumed in Watts.] Think of all of the measurable metrics in an automobile; engine – measured in horse power, Air Conditioner – measured in ability to hold to a requested temperature, engine acceleration – measured in time to go from zero to 60 MPH, etc. Papers should be written in MS Word or submitted as a .pdf. Papers should be 3 – 4 pages in length; use 12 pt. font, single sided, double spaced. Submit your paper to Blackboard on or before the assigned date and time. 1 Assignment Guideline 1. Select a case study. You could use your own case study or the case study provided in Appendix 1. 2. The report should cover the following aspects 3. The report should consists the following headers a) Cover page Your name, student ID, title of the case study b) Executive Summary Summary of the report (e.g. summary of the digital strategy you put in, how you derive the digital strategy and what problems have been solved by the digital strategy you propose) c) Introduction  Context of the case study o Reasons why the case study company requires a digital strategy? Or problems faced by the case study company o Brief illustration on the industry c) Digital Strategy Analysis  Industry analysis o Review the industry which the case study belongs to (e.g. if you are using John Lewis as a case study, you will have to review how Retail industry works)  Illustrate any strategy analysis methods you use to analyse your case (refer to session 2)2 o Literature review on the selected strategy analysis method o Explanation of why that particular strategy analysis methods are selected  Results of the strategy analysis / Recommendations  Assumptions made by conducting the strategy analysis (e.g. the analysis is done based on the relevant documentations found online and assume the documents are accurate) d) Digital Strategy Implementation  Explain the objectives of the proposed digital strategy  Explain the features (digital capabilities) of the proposed digital strategy (e.g. a digital platform for increasing sales)  Discuss the digital platform used for this purpose (e.g. enterprise information systems platform etc, refer to session 4)  Discuss the key skills (e.g. data scientist, information manager) required in implementing the digital strategy  Discuss how the digital strategy impact the existing business processes (e.g. the new CRM will change the way how the company manages the customers)  Discuss if there are any hardware or devices involved (e.g. apps, mobile devices) e) Limitation  Explain what are the areas that are not addressed by the proposed digital strategy (e.g. if you are using Porter Five Forces in section c, you may not get relevant information about the suppliers when analysing the Bargaining Power of Supplier) f) Conclusion and Future Work  Conclude the report (e.g. what have been achieved)  Explain what you would like to do in the future to address the limitations you found in section e. Or, explain how you could improve the use of the selected strategy analysis methods in the industry of your case study g) References  Use Harvard Referencing Styles 4) Make sure your report is well written, appropriately formatted and free of spelling errors.3 Appendix 1 YourHome is a small family owned bed and breakfast (B&B) business. YourHome has been running in a small touristic town in UK for more than a decade. YourHome offers budgeted accommodation and continental breakfast for travellers. YourHome has been a flagship B&B in the town and it is known by great customer service. The business has been good not until recently when a chained-brand hotel is built the town two months ago. The chained-brand hotel offers modernised rooms in a similar rate as they have huge capitals from the investors aiming to penetrate the market for budgeted accommodation. As a result, YourHome business has dropped drastically last month. Although the location of YourHome is better than the chained-brand hotel as it is closer to most of the touristic spots in the town. Still, due to the brand effect and membership reward system, some travellers have switched to the chained-brand hotel. The customer base of YourHome are existing customers or customers referred by existing customers. Most of the customer are either local or European. YourHome adopts "word of mouth" strategy in order to gain new customers. YourHome does not have any sophisticated digital platform. YourHome advertises the room on Airbnb website and booking.com. However, YourHome has to pay the agent fees to these agents for advertising the room. In addition, YourHome has a simple website that provides the room, location and contact details. YourHome also has simple systems written by family members for keeping customer details, finance and accounting activities. YourHome has ten employees (a few of them are the family members). Two staff is working in the kitchen, two for cleaning, two for reception and four for administration. As the founder of YourHome, you have decided to create and implement a digital strategy in order to maintain the current position in the market place. Please follow the assignment guideline in creating and implementing the digital strategy.