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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Jacob Rennie
NetID jren184
Group Number: 124
Website Link: http://infosys1102014fcgroup124.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Helen Chen Tuesday 11am
Time Spent on
Assignment:
21.5 hours Word Count:

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THE MUSCLE BAND
INTRODUCTION
Between July 2012 and June 2013 there were 374,186 (ACC, 2014) active ACC claims for
sports related muscle injuries in New Zealand costing the taxpayer just over $2billion in
payouts. This number has been on the rise over the last couple of years and the money
spent on payouts could be used in a more constructive and benefcial way to society
elsewhere.
The is why we have created the Mucsle Band. The muscle band is an adjustable armband
which the user places around a muscle of their choice. The band measures muscle tension
using the electomyography(electrical activity produced by skeletal muscles) to compare a
baseline measurement pre warm-up with an after warm-up measurement.The device send
the measurements to an application to determine if the users muscle has been warmed up
enough to recduce the risk of a mucsle injurie occuring . If not it will recommend exerices
for the user to perform in order to redeuce the risk.
3. BUSINESS SECTION
3.1 Vision
To be the world leaders at providing a premium product to assist in the prevention of
muscular injuries.
3.2 Industry Analysis: Electronic Muscl e Injury Prevention Industry
Industry: Electronic Muscle Injury Prevention Industry. This industry includes any electonic
good which can assists in the prevention of muscular injuries.
Force: High/Low: Justification:
Buyer power: Low Buyer has limited choice avaliable to them apart
from electrical stimulation devices although this

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is considered a dangerous activity. (FDA,2009)
Supplier power: Low Supplies can be source from many other firms so
the dont have the power to influence purchasing
decisions in the industry. (Medical Expo, n.d.)
Threat of new entrants: Low Signifcant entry barriers are in place in this
industry due to health risks that may occur as a
result of using the producs. (FDA,2009)
Threat of substitutes: High There are many existing alternatives to help
prevent muscles injuries such as regualar
physiotherapy, compression gear and increasing
carbohydrate intake before undertaking a task.
(Physio Room, n.d.)
Rivalry among existing
competitors:
Low The low numeber of companies currenty
producing goods in this industry is very low and
hence there is very limited competion and rivalry.
(Compex, u.d)

Overall attractiveness of the industry: The overall attractviness of the electronic muscle
injury prevention is high because there is little competition and the both buyer power and
supplier power are both low meaning the firms within the industry hold a lot of power. Even
though there are substitues, this industry will be of higher value to the customer due to it
products being far more effective if they work properly.
3.3 Customers and Thei r Needs
The Muscle Band is targeted towards individual customers or sports teams who want to
reduce their risk of sustaining muscular injuries whilst performing a sporting activity. The
product elements the guess work involved by athletes as to when they consider their body
is warmed up adequately. They need this because incorrect warm up of muscles is one of
the leading causes of muscular injuries (Health line, 2012)

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3.4 The Product and Service
The Muscle Band will satisfy the consumers need by providing accurate information to the
application and turning it into advice such as suggestion as to which warm up activity to
perform in order to get the muscle to the optimum level it should be for the sporting
activity. It will also allow a coach to manage a team if they are all wearing the device my
send him notification as to when a specific person has warmed up enough.
3.5 Suppliers and Partners
One supplier would be a call centre such as Teleperformance as they could have employees
trained to provide help with customers problems with our product, and act as customer
feedback to recognise faults, and therefore we can improve our product in the future by
analysing the information collected . Another supplier would be the technology company
involved in the updating of the apps to make sure it uses the latest technology and is hence
a premium product.
Potential partners for the muscle band are Nike as it could be incorporated into their Nike+
system they currently have which could enable the user to connect the device to an online
platform and use it to make a snapshot of their sporting life. Also Tom-tom could be
another partner if a gps system was placed in the device.
3.6 Strategy: Differentiation
The competitive scope of the Muscle Band will focus on people that actively particpate in
sport and this is a narrow market because only 24% of the worlds population regulaly
partipate in an organized sport. (ABS, 2012)
A high cost strategy will be in place as the Muscle Band as it isa premium product of high
quality that has the latest technology systems integrated and hence it will be high cost.
The overall strategy is therefore differentiation.
3.7 Value Chain Activity: Market and sell the product or service
The most important value chain activity for this business is to market and sell the product
or service. In order to become world leaders at providing a premium product that prevents
muscle injures it is vital that the entire world is knowlegeable about the device and its
capabilities.
Marketing the product will be fundamental to the success of the firm espcially as the
product only targets a narrow market. If the marketing campaign is prosperous the firm
should be gain a significant market share in the industry and have a first-mover advantage.
In order to achieve a successful campaign considerable market research must take place in
order to decide the best way to market the product.

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Selling the product will come as a result of a marketing campaign that has achieved its goals
that it set out to. In the proccess of selling the product it will be vitally important to check
that the customer has credit and the item is in stock.
3.8 Business Processes
3.8.1. Market Research Process
To have a successful marketing campaign the firm needs to carry out market research in order to
decide the way in which they should market the product. In the case of the Muscle Band a
marketing research team will firstly be appointed to carry out the research and then the marketing
team can uses the results they have gathered and interpreted to base their campaign around. The
market research process will produce meaningful information such as customer segments, helping
to identify potential target markets and distinguishing the specific needs of the target market for the
muscle band and hence the campaign will be better equipped to cater to their specific needs.

START
Create Market Research
team
Carry out research
Establish Goals of Research
What is going to be asked
Decide on research method
Establish sample group
Collaborate results
Interpret results
Analyse data collected
Use interpreted results
Has goals of research
been achieved
Yes
END
Marketing Management Team Marketing Management Team Data analysis system Data analysis system
Redefine goals of research No


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3.8.2. Sales check Process
To ensure the firm is providing a premium product the sales process has to be efficient and effective.
In order for this to happen checks on credit and inventory must be done so the firm can do a couple
of things. Credit must be checked in order to make sure that the product has been paid for in full at
the time the order is delivered. Secondly there must be enough inventory in stock to deliver the
product and if there isnt the customer will be automatically be notified of the back order by the
order manage system.





START
Item in stock
Yes
Customer notified of
back order
No
Item packaged
Inventory Ordered
System checks inventory
levels
Warehouse receives
order
Invoice Prepared
Invoice and Item shipped
to customer
Ordering Management System
Ordering Management System
Order Recieved
Credit Checked
Credit OK
No
Order Cancelled
Order Apporved
Yes
Accounting Department
Accounting Department
END

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3.9 Functionalities
3.9.1. MARKET RESEARCH PROCESS
Analyse and interpreting Data
Indentifys target market charcteristics
3.9.2. SALES CHECK PROCESS
Checks inventory levels
Checks customer credit
3.10 Systems
3.10. 1. DATA ANALYSI S SYSTEM
This system is used mainly in the market research process but is also used in the sales check
process. The system will allow the market management team to efficiently and effectively
analyse the information that they have collected. Hence it will fall within the business vision
as it enables a premium product to be produced as it will mean that customer satisfaction is
high and they consider the product to be of high value.
3.10. 2. ORDER MANAGEMENT SYSTEM
The ordering management system will be used within the sales check process to enable the
order to be transferred from the accounting department to the warehouse where they
prepare the orders for delivery. This will allow for the order to be packed accurately and
hence will the delivery to arrive IN-SPEC to the consumer and help play it part in being
part of the perfect order making it a premium product.
3.10. 3. CUSTOMER BEHAVIOUR MODELLING SYSTEM
This system will be used to build up information gathered during the market research
process in order to build up profile of how different types of customers behave and what
ways they will react to changes. This will therefore allow the firm to target different specific
groups in the future with new products or to give them an opportunity to provide the firm
information.

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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)


Research and
Development
1. Market
Research
Process
1. Analyse and interpreting Data

2. Indentifys target market
charcteristics

Data analysis system

Customer Behaviour
modelling system
Decision support
System
Decision support
System

2. Sales Check
Process
1. Checking inventory levels

2. Checking customer credit


Order management
system

Order management
system
Transaction processing
system

Customer relationship
management system

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CONCLUSION
In conlusion the Muscle Band could potentially be a very succesfull product if it was
developed. The industry which it falls into is very attrative and the product itself is of high
value to the consumer. A premium product could be created that would benefit society and
make people happy. The muscle band could also have various other uses such as in the
medical industry as a device for measuring swelling after major trauma. I personally believe
the muscle band is a viable product that would change the world.

REFERENCES

1. ACC. (2014). Injury Statistics Results. Retrieved from http://www.acc.co.nz/about-
acc/statistics/injury-statistics/index.htm#results

2. FDA. (2009). Consumer Products - Electronic Muscle Stimulators. Retrieved from
http://www.fda.gov/MedicalDevices/ProductsandMedicalProcedures/HomeHealtha
ndConsumer/ConsumerProducts/ucm142478.htm

3. Medical Expo. (n.d.) Electromyographs (EMG). Retrieved from
http://www.medicalexpo.com/cat/monitoring/electromyographs-emg-G-640.html

4. Physio Room. (n.d.). Muscle Strains and their Prevention. Retrieved from
http://www.physioroom.com/prevention/muscle_strains.php

5. 5. Compex. (n.d.). Electomyograph machines. Retreived from
http://www.shopcompex.com/faq

6. Healthline. (2012). Muscle Strains: Symptoms, Causes & Prevention. Retrieved from
http://www.healthline.com/health/strains#Overview