Page 125 - Using MIS

Q6 How Does Competitive Strategy Determine Business Processes and the Structure of Information Systems? 93

Value- Greet Determine Rent Return
Generating Customer Needs Bike Bike &
Activity Pay

Message “You wanna “Bikes are over “Fill out this form, “Show me the
that implements bike?” there. Help and bring it to me bike.”
competitive yourself.” over here when “OK, you owe
Low-cost strategy you’re done.” $23.50. Pay up.”
rental to
students None. Physical controls Printed forms Shoebox with
Supporting and procedures and a shoebox rental form.
business to prevent bike to store them in. Minimal credit
process theft. card and cash
receipt system.
“Hello, Ms. Henry. “You know, I think “Let me just “How was your
Wonderful to see the WonderBike scan the bike’s ride?”
you again. Would Supreme would number into “Here, let
you like to rent be a better choice our system, and me help you. I'll
Message the WonderBike for you. It has . . . ” then I'll adjust just scan the
that implements 4.5 that you the seat for bike’s tag again
competitive rented last time?” you.” and have your
strategy
paperwork in just
a second.”
“Would you like
High-service a beverage?”
rental to “Would you like
business me to put this on
executives at your hotel bill, or
conference would you prefer
resort to pay now?”

Customer tracking Employee training Automated Automated
and past sales and information inventory inventory system
activity system. system to match system to check to place bike
Supporting customer and bike out of back in inventory.
business
process bikes, biased inventory. Prepare payment
to “up-sell” documents.
Figure 3-10 customer. Integrate with
Operations Value Chains for resort’s billing
system.
Bicycle Rental Companies

Bike
Query for Inventory
Available Database Update Bike Return Hotel Charge
Up-Sell Bike Data Hotel Billing
Clean Dirty System
Update Bike Bike Bike
Checkout
Bicycle
Inventory
Selected
Customer Bike +
Data $$
Determine Data Rent
Greet Customer Needs Bike
Update Return Bike & Pay
Customer
Query for
Customer Data Data

Figure 3-11
Business Process and Customer
Information Systems for Database Updated Customer Data
High-Service Bike Rental