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SBM4203 Management Information Systems: Case Study Analysis Assessment Answer

Unit Code and Title: SBM4203 Management Information Systems

Assessment 2: Case Study-1 

Students should identify an unresolved problem situation (only one) in an organisation and propose a solution by doing critical analysis about it.

Assessment 3: Case Study-2 

Analyse a given case study and introduce a CRM system to suit organisation growing

Assessment 2: Case Study-1

This Assignment assesses the student’s application of the theoretical learning to practical, real  world situations. Students should identify a problem (s) in an organisation where you are currently working or  previously worked. Identify a need for an information system product (only one information  system product) that helps to solve problem. Do not focus on a problem that has already been  solved. Also do not focus on many problems at the same time. The following areas should be covered in your assignment:

1. A brief introduction of the organisation selected. Identify a need for an information system  that helps solve a problem. 

2. Provide a description of the problem, as much as possible in terms of loss of funding or profit  due to outdated systems use, poor systems, increased customer complaints; specific quality  concerns; high staff turnover; decreased market share. 

3. The problems should then be considered and analysed in terms of material drawn from any two topics studied as part of this subject. For an example, you may choose to apply cloud based platform to solve an organisation problem, or use models or concepts related to IS. Try  to choose the topic models/concepts that seem to offer the most useful insights into the  problem. Do not try to deal with many models or concepts.  

4. IT plays a strategic role by adding value and providing a competitive advantage through  innovative application of IT. Identify how IT adds business value to your organisation. 

5. Design a change program or set of activities and procedures for improvements. The change  program or set of activities or procedures need to ensure that it solves the problem or improves the situation. You also need to provide a list of recommendations.  

6. A report of 1200 to 1500 words summarising your analysis must be submitted on the due date.  

7. Penalty for Late submission: a deduction of 5% of the total mark shall be imposed on each of  

the next subsequent days. 

Your report must have a cover page duly completed and signed, and it must be fully referenced. 

Assessment 3: Case Study-2

Assessment Details: 

Read the case study below and complete the exercise at the end. 

Hotwire.com Gains Control of Hotel Partner Information Hotwire.com advertises four-star hotels at  two-star prices throughout North America and Europe. By building businesses partnerships with more  than 7,000 hotels across North America, Hotwire assists its hotel partners in filling otherwise empty  rooms and helps its customers by finding them rates discounted by as much as 60 percent. Hotwire  maintains a wealth of information about each of its 7,000 hotel partners. Besides basics such as  location, amenities, customer reviews, and prices, it also maintains information about the number of  available rooms. Much of the information Hotwire tracks changes frequently. Maintaining accurate  and up-to-date information is a key to success in this highly competitive business. Until recently,  Hotwire maintained its hotel information on shared Excel spreadsheets. Hotwire employees kept the  information up to date by accessing the shared spreadsheets over the corporate network. Various  applications drew information from the spreadsheets to provide Hotwire the information it needed  to provide its customers with deals. Unfortunately, the system was prone to errors and extremely  difficult to maintain. Hotwire systems analysts considered the problem and possible solutions. The  data that the system ]manipulated was well defined, as were the processes that were applied to the  data. The problem lay in the manner in which the data was stored and accessed. It was clear to Hotwire  ]analysts that a centralized database-driven system would allow Hotwire to gain better control over its  data. Hotwire analysts considered costs and benefits of designing its own database and DBMS  compared to outsourcing the service to a provider. Upon evaluation of the requirements for the  system, they discovered that the data Hotwire was managing could be easily managed by a Customer  Relationship Management (CRM) system, even though its partner hotels were not exactly customers.  Hotwire systems analysts evaluated a variety of CRM solutions and found the one from Salesforce to  be most effective and feasible in terms of cost and technology. The Salesforce CRM allows Hotwire  employees to access hotel data through a user-friendly Web-based interface from any Internetconnected computer. Hotwire data is securely stored and maintained on Salesforce servers, relieving  Hotwire of that costly responsibility. Hotwire system engineers customize the CRM to deliver the  information and reports needed by Hotwire managers and systems. The new system has improved  data reliability and accuracy, allowing better management of the information, happier customers, and  improved relationships with Hotwire partners.

Exercise: 

Imagine you run a hotel business similar to Hotwire.com. You have many employees working in Asia,  Europe and North America. You also have many departments such as supply chain, human resources, sales, marketing, finance, HRM etc. You are in need to introduce a CRM system to suit your growing  demand of customer and business needs. In deciding whether the CRM suit your needs, you are  required to investigate the following through considerable amount of literature review. 

1. Summarize the case study objectives. 

2. What is the problem presented in the case study?  

3. What is Customer Relationship Management? Identify different types of CRM software and select  best ones that meet your business needs. Explain your decision. 

4. Why do you think it would be beneficial for your company to introduce CRM systems into the  business? 

5. How do you think system engineers determined that it was a good time to invest in this  information systems development project?  

6. What benefits did Salesforce provide Hotwire.com over its previous system?  

7. What considerations are required in deciding whether to host your own system or outsource to a  

vendor like Salesforce? 

Answer

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