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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Chae Ryung Jeon
NetID cjeo628
Group Number: 233
Website Link: http://infosys110groupxxx.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Johnnie Wednesday 12pm
Time Spent on
Assignment:
15 hours
Word
Count:
1556













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OVERDIET FOR FEMALES
INTRODUCTION
Technology is taking over the world. It is heavily influencing people of different kinds
despite their gender, age, ethnicity and many other components. Looking closely at
gender, we can see that many females are obsessed with their appearance and are moving
into the misleading concepts of beauty. Different pros and cons of technology exist, and
by using it in an advantageous way, we can solve the problem of females having
misperceived images of their body and give a mental satisfaction by using our mobile
phone application.
3. BUSINESS SECTION
3.1 Vision
To make an application that is easily accessible, efficient, and useful as well as giving some
excitement for females to enhance the importance of health more than their appearance.
3.2 Industry Analysis: Diet application industry
Industry: Diet application industry that connects to the store application in smart phones.
It is a special application that helps your mental brain to overcome diet problems by
recommendation of suitable diets for each individual.
Force: High/Low: Justification:
Buyer power: High Buyer power is high because there are many
choices of diet applications that buyers can
download from (this is not exactly a diet
application). It is evidently shown in the Apples

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App Store where there are 1300 diet apps out of
the 9000 mobile health apps
(trendwatching.com, 2012).
Supplier power: Low Supplier power is low because it is very difficult
to raise the price or lower the quality as most
apps are free to download and they need some
uniqueness to compete in the market. The
suppliers do not have much power to control
their customers due to many choices the
customers have in choosing their diet program
(not just technology).
Threat of new entrants: High Threat of new entrants is high because these
software programs have a favourable trend due
to facilitation in entering the market. This is
mostly due to increased number in use of mobile
phones. In a recent report, Jain and Bansal (2011)
showed that about 50 billion downloads were
made in 2012 compared to 2009 which didnt
even reach 10 billion (Apperian, 2011).
Threat of substitutes: High Threat of substitutes is high due to similar
reasons in customer powers being high. They
have many choices, and that means there are
many alternatives for those buyers to make the
decision on whether to buy this product. They
can choose not only from mobile apps but have
the choice from other exercise programs or going
to the gym.

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Rivalry among existing
competitors:
High Every single company may have a similar goal of
increasing consumption of their product. To do
this they need to bring in many customers. To
bring in many customers they need to make the
customers capture value by having some kind of
uniqueness that differentiates them from their
competitors. The competitors dont just include
diet mobile application industries but other diet
industries such as websites as well as gyms.
Overall attractiveness of the industry: There is great competition in the market as
technology is developing. This diet application can be more creative and unique so that it
can catch attention of the target customers.
3.3 Customers and Their Needs
The target customer is young females who are interested in diets. Depending on results
(which celebrity comes out) there may be advantages and disadvantages but when we
think about the purpose of this application it may be helpful to solve the mental needs. In a
recent study, Nauert (2012) showed that most females get influenced by their peer on their
body perception. Most females are dissatisfied with their body shape due to self-perceived
views of being fatter and uglier than they are. The purpose of this software is to help
women find confidence on their looks and have a better image of them which will help
focus on their health rather than doing self-damaging diets.
3.4 The Product and Service
This application will provide females (possibly males) to gain self-confidence through
identification of their body by matching it with a celebritys body. This works by typing in
the users weight and height into the software which will show matching results. This also
adds sense of humour as well as facts about their body status. For instance, if the outcome
shows an obese celebrity, it will recommend a site containing more information about safe

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and suitable diets for their body. This may help them build good perception of their
appearance by making them think that they are actually similar to a celebrity. Majority of
them will know that it isnt realistic but it will work as some kind of mechanism to give them
some sense of ease.
3.5 Suppliers and Partners
For the application to function we will make a partnership contract with different
application stores such as Google play and Samsung store because we need to distribute
our software application to make it available to customers (List of mobile software
distribution platforms, 2014). Long-term partnership is essential as we need to upload our
application into the mobile device through these systems. And also the income is
generated from distributing the product, for instance, we are going to sell the product to
these app stores.
We will also have to work with diet programmes that help us create link for different diet
information depending on their figure. This website has to be eligible to help people
consider which type of exercise they can do and what type of food they should or should
not eat.
3.6 Strategy:
Even if we target on young female groups, we can still say it is broad because it is not a
small group. Most of the consumers in the market consist of them. We do not need much
resources or material to make the app which shows that we will be using low cost. The
focus is on the idea of what the app is trying to achieve. To achieve this, we need to have
good control over the supply chain as well as great sense of economies of sales (Setia, C.,
2011). The overall strategy is therefore Cost leadership strategy.
3.7 Value Chain Activity: Service after Sale
The most important value chain activity for this business is Service after Sale.

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I think this is the most important activity because the company has to keep up with the
service to maintain their target users. Service will be important for all phone application
industries as they need effective feedbacks from customers to compete for a place in the
market.



3.8 Business Processes
3.8.1. APPLICATION DOWNLOADING PROCESS The application downloading
process is very important because it helps users have access to the product. It is easy and
free to download just by using the two-click method (one for downloading and one for
accepting). It is important to the organisation as it is very facilitative for the company to
deliver the product.

START
Customer is asked if
they agree to
download the
material
User agrees to
download
END
The application gets
transferred into
accessible file
Transaction
processing
system
Additional
downloading for
access to icon and
viewable file is
made
Any problems are
detected before
making access
Yes
No
Customer Service
Customer Service

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3.8.2. AUTOMATIC UPGRADING PROCESS - The automatic upgrading process is an
important process because it allows the user to keep updated with the new version. This
process is easily done just by accepting and the server updates it automatically. This is
important to the organisation because it helps them maintain their customers through
offering new versions of the app.
START
Verify if the
customer wants
their app version to
be upgraded
Customer agrees
to upgrade
END
Decision
support
system
It gets upgraded by
swapping into
partially or entirely
new file
The application gets
downloaded
The file of the
newer version is
transferred from
the server to the
device
Transaction
processing
system
No
Yes


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3.9 Functionalities
3.9.1. APPLICATION DOWNLOADING PROCESS
By using a smartphone download the app from the app store (e.g. apple
store)
Application gets downloaded for free
3.9.2. AUTOMATIC UPGRADING PROCESS
Every time the version changes, it asks whether you want to upgrade
If you agree, it gets automatically upgraded
3.10 Systems

3.10.1. DISTRIBUTION MANAGEMENT SYSTEM - Distribution management system
is important as the apps have to be uploaded onto the store so that it can be downloaded
and accessed by users. During the process of distributing, it is also verified that the data are
being transferred correctly in order.
3.10.2. TRANSFERRING SUPPORT SYSTEM Transferring support system is an
essential part as it helps transfer the software into a mobile app. We need to transfer it to
be available in stores so that people can have access.
3.10.3. UPGRADING SUPPORT SYSTEM - Upgrading support system will help update
the app to a newer version, as we will develop it more and more over time. Hence, they
need to have access to the newer version as they can get bored of the older one.

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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)

Service after
sale
1. Application
downloadin
g process

1. By using a smartphone
download the app from the
app store (e.g. apple store)

2. Application gets downloaded
for free

Distribution management
system

Transferring support system

Transaction processing
system

Supply chain
management system
2. Automatic
upgrading
process

3. Every time the version changes, it
asks whether you want to upgrade

4. If you agree, it gets automatically
upgraded

Transferring support system

Upgrading support system
Transaction processing
system

Customer relationship
management system

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CONCLUSION
Overall, our development of the IT product is very effective and may influence many
people, especially females, by adapting different strategies so that we can create the
product that no other company can imitate. Our aim is to make the product easy,
accessible and enjoyable so that all kinds of users can use it alternatively. The service is
very important because whether the customer will incur their use may depend on how
applicable and how updated they are.

REFERENCES

1. Apperian. (2011). Entering the mobile market: the value, costs and risks.
http://www.apperian.com/entering-the-mobile-market-the-value-costs-and-risks/
2. Jain, S., Bansal, N. (2011). Mobile applications. Auckland: Deloitte. Retrieved from
http://www.slideshare.net/SHWETAJ/MOBILE-APPLICATIONS-7643425
3. Trendwatching.com. (2012). Retrieved from
http://trendwatching.com/trends/12trends2012/?diyhealth
4. Nauert, R. (2012). Friends Perceptions Influence Womens Body Image.Psych Central.
Retrieved on May 22, 2014, from http://psychcentral.com/news/2012/11/06/friends-
perceptions-influence-womens-body-image/47197.html
5. List of mobile software distribution platforms. (2014). Retrieved from
http://en.wikipedia.org/wiki/List_of_mobile_software_distribution_platforms#Oper
ating_system-native_platforms
6. Setia, C. (2011). Porters generic competitive strategies. New Delhi Area: St Ericsson.