Module Title

Introduction to Information Systems

Module Code

GCO4008

Examiner

Mr. Jawad Tauheed

Due Date

Dec 24, 2020

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Table of Contents

Company Overview.....................................................................................................................................4
Strategy...................................................................................................................................................4
Mintzberg’s Classification.......................................................................................................................5
Porter’s Value Chain Model........................................................................................................................6
Primary Activities....................................................................................................................................6
Inbound logistics.................................................................................................................................6
Operations...........................................................................................................................................7
Outbound Logistics..............................................................................................................................7
Promotion and Selling.........................................................................................................................7
Support................................................................................................................................................8
Secondary Activities................................................................................................................................8
Business Infrastructure........................................................................................................................8
Human Resource Management............................................................................................................8
Technology..........................................................................................................................................9
Buying.................................................................................................................................................9
Porter’s Competitive Forces Model.............................................................................................................9
Risk from substitute services (Low)......................................................................................................10
Negotiating power of customers (high).................................................................................................10
Negotiating power of supplier (low)......................................................................................................10
Risk of new entrants (medium)..............................................................................................................10
level of competition (high)....................................................................................................................10
Need Identification....................................................................................................................................10
Stakeholders & their roles.........................................................................................................................11
Executive...............................................................................................................................................11
Personnel...............................................................................................................................................12
Clients...................................................................................................................................................12
Rich Picture...............................................................................................................................................12
Process Model...........................................................................................................................................13
Delone-Mclean Model...............................................................................................................................13
System Quality......................................................................................................................................14
Information Quality...............................................................................................................................14

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 Service Quality......................................................................................................................................14
Usage.....................................................................................................................................................14
Consumer Satisfaction...........................................................................................................................14
Net Advantages.....................................................................................................................................14
Effects of new Info-System.......................................................................................................................15
Disadvantages............................................................................................................................................15
Measures of Success..................................................................................................................................15
Efficiency..............................................................................................................................................15
Usefulness.............................................................................................................................................15
Efficacy.................................................................................................................................................15
Classification of new implemented Info-System.......................................................................................16
Conclusion.................................................................................................................................................16
Recommendations.....................................................................................................................................16
References.................................................................................................................................................17

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Company Overview

A smart phone app in India for the personal transport called, Ola Cabs, was established in

December 2010 by Ankit Bhatti and Bhavish Aggarwal to provide people with an online cab

aggregator service in Mumbai. The headquarter of the company is in Bangalore and it is one of

the fastest growing businesses in India. The company marked huge success by 2014 by owning

over 200K+ vehicles in about 85 plus regions across India. (Panigrahi et al., 2018)

The company collaborates with various private taxi operators for the bookings and shipment to

guarantee consistency. The company has specialized in technologies. Instead investing money on

startup cab bookings, the company do not make purchase on companions and benefit private taxi

owners by providing multiple services according to the demand of customers. (Panigrahi et al.,

2018).

Strategy

The company has exploited the right use of marketing and operational strategies within a very

short a span of time and now offers taxi drivers commission-based income according to the

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customers, but the drivers are required to have their own taxis to get the commission. the

company takes a fixed percentage of commission from the taxi drivers which is only 15% for

customer and taxi drivers who work 10 hours a day can also obtain a discount voucher such as

Swiggy. Further, Zomato reports only and gains no money to coordinate with a manager. At the

initial stage, a one-kilometer free ride is given. After the ride, people get their car modified

before heading to OLA which implies that people get habitual travelling with OLA and have the

investment of about 437 million Indian rupees on the promotion and 120 million Indian rupees

on technology in the very first fiscal year.

Mintzberg’s Classification

Mintzberg has identified several organizational styles which are useful in the construction of an

organizational model (Salunke et al., 2019). the model can be a combination of many to

dominate several factors of the company suggest entrepreneurial, divisional, functional,

experiential, machinery or the simple one. However, if a firm exploits every possible opportunity

like merging the roles and drawing the customers, then the company under discussion offers new

customers with extended vehicle range along with low and high-cost motorcycle driving to

SUVs.

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Porter’s Value Chain Model

Figure 1 Porter's Value Chain

Primary Activities

Inbound logistics

For the inbound logistics, OLAa has drivers along with car companies who do not purchase cars

or employ the full-time staff members. Management information system and technology-oriented

logistics are the inbound logistics for the company (Shaikh, M., & Henfridsson, 2017). the data

regarding drivers enter customers is mandatory to the business of the company. The company

also uses GPS tracking system to exchange the details. in addition to this, furniture, and other

office supplies’ procurement for the physical needs all the office and complete logistics also fall

under this category of logistics.

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Operations

The company has very straightforward and less sophisticated procedures which help the

company boost up the value in its operations. The clients get their bookings online from the

website of the company where they can see the pricing, make an online payment, as well as track

the closure by the drivers. The company uses customer centered software for all this procedure.

Outbound Logistics

Customer rating and feedback along with the payment are the two mandatory things in the

business OLA deals with. After ride is completed, customers are required to make an online

payment and to score their trip and provide their feedback so that company can improve its

performance towards excellent service.

Promotion and Selling

The company is utilizing the modern method of promotion and selling which is none other than

social network marketing to convey the message behind the advertisement to a large audience. In

addition to this, the company also makes use of billboard advertisements and word of mouth to

achieve promotion among the customers. Apart from this, the drivers can also appeal the brand

among the riders.

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Support

The company has customer service centered business which emphasizes the satisfaction of the

customers. The service provided is measured by the scores and ratings provided by the buyers at

the end of each trip. The software being used by the company indicates various issues that the

buyers face during their drive with the OLA drivers to enhance the service of the company.

Secondary Activities

Business Infrastructure

The company covers about 250 plus urban areas. The company has also an entire framework

which covers the central communication and coordination. The company attempts its best to

meet all the requirements of the customers for their reservations along with maintaining and

managing a vast range of cars so as to entertain the maximum customers and increase its

capacity.

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Human Resource Management

Employees are integral part of every business. The drivers and partnerships are the key human

resources business that make sure the quick movement of drivers and cars. The drivers connect

via app and website of the company.

Technology

The entire business movement is based on their technological application and website

management to promote innovation and advancement in the business. The services of the

business also include highlights, installment decisions, investigation, and observation of the

driver etc.

Buying

The company does not own the software of its own. However, extra drivers and stock of cars is

what company employs to capacitate and facilitate maximum customers. appointment of drivers

is done for each excursion and utilization of site and structure are done for an identical

explanation

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Porter’s Competitive Forces Model

Figure 2 Porter's Competitive Forces Model

Risk from substitute services (Low)

Car hiring services along with the drivers are the need of customers today who prefer to use a

private car rather than exploiting the public transport service

Negotiating power of customers (high)

There are so many alternatives available to the customers which provide low-cost service that is

why customers have high bargaining power.

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Negotiating power of supplier (low)

The drivers are the providers of the service and they are easily available in the market so they do

not much bargaining power as if a driver does not comply with the rules and regulations of the

company, the company can hire another driver

Risk of new entrants (medium)

The business of the company is based on an open market industry which welcomes everyone to

enter the market however, the initial investment along with the marketing expenses set the

barriers for the newcomers to enter the industry

level of competition (high)

Although the company is leading in the Indian market, yet there are strong competitors like Uber

which customers can easily and quickly switch to because the switching cost is almost zero and

meeting the customer loyalty is very challenging.

Need Identification

OLA is an app which provides the service of ride-hailing. For a customer service business like

this, an organization always need to plan its services according to the available information such

as customer preferences, service provided by the drivers, changes in policies, economic

conditions, rivalry in the market and so on. In a highly competitive market, the company goes

through a lot of challenges such as low purchasing power of the customers and so many

substitutes. So, for OLA to gain the competitive edge, an information system is very crucial to

integrate all the information of the customers and drivers to plan and implement strategies better.

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Designing such a program means making use of enterprise resource planning system. The best

program for the company will be NetSuite since the integration on the basis of financial planning

is done in the most effective way.

Figure 3 Analytics of Planning

Stakeholders & their roles

Executive- The management is responsible for taking all the decisions, implementing their

strategies, managing the finances, finalizing the adjustment required to enhance the service and

maximize the revenue of the company.

Personnel- As employees will provide the services they need to be rewarded and they are also

responsible to enter the information of the customers in the ERP system of the company

Clients- the consumers will be using the service and the mechanism on the back end is to provide

them with the best service so that they can be benefited with the service.

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Rich Picture

Figure 4 Rich picture showing all the interests of shareholders

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Process Model

Figure 5 Process Model

Delone-Mclean Model

Figure 6 DeLone-Mclean Model

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System Quality

Accurate documents that can be modified for withdrawal are established for decision-makers. It

deals with the integration of data from multiple sources and provides processed data.

Information Quality

The system applied enables data to be aggregated and available on numerous PC and smartphone

computers. The ERP device architecture for NetSuite contains data accessible for better decision-

making in the central database.

Service Quality

The Programme should plan and incorporate knowledge obtained from different ends to establish

a roadmap of the future.

Usage

The purpose of the device's use is to improve decision-making and incorporate data from many

sources, such as resource prices, competitive bids, and other improvements.

Consumer Satisfaction

The framework allows administrators to have a more incredible view of the results and decide to

deliver more company facilities.

Net Advantages

The knowledge flux of the enterprise is focused on artificial intelligence and data integration to

help determine and generate more value for end-users.

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Effects of new Info-System

The latest approach has a positive impact, namely the automation and control of the financial

reporting framework. This reduces the pressure on OLA by minimizing the time expended on

repeated tasks like reporting and providing a longer time for creativity and expansion.

NetSuite provides better preparation and strengthens communication between agencies.

Therefore, any department should consider the impact its activities have on the other departments

(Orlow, 2018). Each department shall be supplied with the performance review and the forward

map. By addressing the preparatory needs in a shared platform, the robust approach may be

condensed.

Disadvantages

The ERP system which gives more choices than OLA desires, was intended to aim production

corporations. It requires modification regarding to their services as the economic design and its

the only thing the need to focus on (Orlow, 2018).

Measures of Success

Efficiency-it helps to attain the exact value from identical data throughout the process. The new

program is designed to save the time and energy desired which overall increase the act of the

association.

Usefulness- this is the functioning engine measure. The ERP structure delivers the essential

direction on all stages of action and application of the structure for labors in all initiative phases.

The necessary consequences can be gained.

Efficacy-This demonstrates that a desired aim is acquired, and it is possible to make selections in

the structure study. The administration's development needs to be calculated, and potential

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strategies developed. This helps you to take well-ordered conclusions and carries you a diverse

meaning

Classification of new implemented Info-System

Staff and Manager uses NetSuite ERP framework to render it a back-ERP structure which

pursues to raise the administration's whole productivity (Levina et al., 2017).

Conclusion

In the situation of OLA, an ERP system plays a vital role as OLA is functioning in an enormous

marketplace, and the processes are already vast as development strategies are in functioning.

Therefore, logically, they require assimilating the info in unique place, and the finest choice in

this situation is NetSuite ERP by Oracle

Recommendations

The new ERP structure is merely essential to be applied on OLA Cabs properly. The

disappointments are mutual in applying these structures. The labor must be engaged on board

and skilled workwise so the supervisors of diverse streams can share the data accessible to them

in a convenient way.

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References

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information technologies on psychological empowerment of employees by explaining the

role of mediator of knowledge sharing (Case study: Imam Khomeini Naval Academy's

staff). Journal of Research on Management of Teaching in Marine Sciences, 5(1), 41-59.

Gore, S., Borde, N., & Desai, P. H. (2020). Assessment of technology strategies for sustainable

tourism planning. foresight.

Levina, E. Y., Masalimova, A. R., Kryukova, N. I., Grebennikov, V. V., Marchuk, N. N., Shirev,

D. A., ... & Shagieva, R. V. (2017). Structure and content of e-learning information

environment based on geo-information technologies. EURASIA Journal of Mathematics,

Science and Technology Education, 13(8), 5019-5031.

Morozova, I. A., Popkova, E. G., & Litvinova, T. N. (2019). Sustainable development of global

entrepreneurship: infrastructure and perspectives. International Entrepreneurship and

Management Journal, 15(2), 589-597.

Orlow, A. (2018). ERP software system comparison: Finding the Best ERP System for a Case

Company.

PAGLIONE, I. (2016). IMPLEMENTAZIONE DEL SOFTWARE GESTIONALE NETSUITE

ERP CLOUD IN UN'AZIENDA MANIFATTURIERA.

Panigrahi, C. M. A., Shahi, S., & Rathore, A. (2018). Success Story of a Start-Up–A Case Study

of OLA Cabs. IOSR Journal of Business and Management, 20(2), 30-37.

Pozdniakov, S., Kuzmin, O., Kiiko, V., & Korenets, Y. (2018). Definition of the role of business

modelling in the building of a management information system.

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Rudenko, L., Karaulov, V., Zaitseva, N., Larionova, A., & Chizhik, A. (2017). Methodology

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India, 97(14), 11-20.

Salunke, S., Weerawardena, J., & McColl-Kennedy, J. R. (2019). The central role of knowledge

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Shagiyeva, N. (2020). The role of information technologies to teach Russian language. European

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Shaikh, M., & Henfridsson, O. (2017). Governing open-source software through coordination

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