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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Xiaodi,Zhao
NetID xzha926
Group Number: 149
Website Link: http://infosys110group149.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
HelenTutor Tuesday 3pm
Time Spent on
Assignment:
12hours Word Count: 1522

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PARKING MOBILE APPLICATION
INTRODUCTION
In New Zealand almost every household has a car.But drivers always find it is hard to park
their cars in city especially during peek hours.A big problem is drivers dont know where
have available parking spaces so drivers always waste lots of time on finding a parking
space.In order to solve this problem, we want to creat a parking mobile application which
can help drivers find parking spaces easily.This mobile application can pinpoint drivers
location then help drivers find nearest parking space.This mobile application can make
parking faster and more efficient.
3. BUSINESS SECTION
3.1 Vision
This parking mobile application tries to provide a free service to shorten the time of finding
a parking space in New Zealand and to make parking more efficient and faster.
3.2 Industry Analysis: Parking mobile application industry
Industry: Parking mobile application industry. With the help of mobile application to find a
parking space.
Force: High/Low: Justification:
Buyer power: Low The amount of drivers in New Zealand is
large.There are some parking operators in New
Zealand such as Wilson Parking,Car Park and AT
parking,ect.Among these parking operators, only
Wilson provides a parking app to help drivers find
parking spaces.On the whole buyers power is low
in New Zealand because drivers choices are few.

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Supplier power: High Three main mobile network providers in New
Zealand are Telecom, Vodafone and
2dgree.Telecoms 3G network can cover 97% of
New Zealanders and Vodafone also provides
2G/3G coverage 97% of New Zealanders(Internet
in NewZealand,2014).Parking mobile application
must rely on network.In New Zealand,we just
have few choices to choose network providers so
supplier power is high.
Threat of new entrants: High Creating a new mobile application doest need to
invest lots of money.The average cost of
developing a mobile application is about
$6453(Alex,2010).Also;you dont need to
establish internet and GPS by yourself.So entry
barrier for new competitors is low. Low entry
barriers can lead to high threat of new entrants.
Threat of substitutes: Low Drivers can rent a parking space or buy a parking
space as alternatives.But buying a parking space
needs lots of money nowadays. With the increase
number of Aucklanders choose the inner-city
lifestyle, the selling price of CBD car park is
increasing around to $100000($100000 for an
Auckland CBD car park,2012).Altenatives drivers
can choose are few so threat of substitue
products is low.
Rivalry among existing
competitors:
Low Wilson is the only parking operators in New
Zealand who has parking mobile application

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called ParkMate.ParkMates browse feature
displays a list of car parks available in a specific
city. Whether youre heading to Auckland,
Christchurch or Wellington, you can find the right
car park for you at the touch of your
screen(ParkMate,2014).ParkMate is the only
competitor in New Zealand so competiton in this
market isnt too fierce.
Overall attractiveness of the industry: On the whole,parking mobile application industry is
attractive.
3.3 Customers and Thei r Needs
This mobile application is designed for all drivers in New Zealand. So the customer is drivers
of New Zealand.Sometimes drivers think it is difficult to park their cars in city during peak
hours. Parking always wastes their lots of time. So drivers want parking process to become
faster and more efficient. They need clear informations about where they can park and
when they can park. Then they can make a quick and accurate parking decision.
3.4 The Product and Service
Our product is a parking mobile application. It can pinpoint drivers current location then
displays nearest available parking spaces based on current location.Meanwhile, it also
shows details about parking time and rates. When drivers browse available parking places,
they can make a reservation in advance if they want. With this application, drivers are
clearly aware of which specific parking spaces they can park in which time period rather
than blindly find a parking place. Eventually, it can greatly increase parking efficiency.
3.5 Suppliers and Partners
The first supplier is Vodafone.This mobile application must connect to internet so that it can
locate places accurately.So Vodafone as a internet provider can supply internet services to
us.The second supplier is Google.We need to embed street map of entire New Zealand in

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this mobile application.Google company has google map.So Google can provides map
service for our mobile application.
First partners are parking operators of New Zealand such as Wilson,Carpark,ect. We collect
every parking lots informations through these parking operators.For instance,we need to
know how many parking places are available in a parking lot and how much a driver will pay
if he parks in this parking lot.Obviously we can get useful information if we collaborate with
them.Second partners are App store and Google play.Once this mobile application goes to
market, it needs a platform to be downloded.App Store and Google Play are two main
mobile application platforms.Coordinating with them will make our products more
accessible.
3.6 Strategy: Cost leadership
Cost leadership strategy is achieved by charging a lower price in a broad market.From
competitive scope, our product focuses on all drivers of New Zealand.New Zealand has the
third highest car ownership rate in the world and 82% kiwi who aged over 18 owned a
car.(Eric,2012).New Zealand is our whole market and the number of drivers is large so the
market is broad.From cost strategy view, this mobile application is totally free. Everyone can
download it from either Google Play or App Store.Operating cost is low because we use
well-designed internet from Vodafone and existing map services from Google.It leads to we
can charge low price.On the whole, we targets a broad market and have a low cost.
The overall strategy is therefore Cost leadership.
3.7 Value Chain Activity: Market and sell the product or service
The most important value chain activity for this business is Market and sell the product and
service.
Our product focuses on low cost and tries to help New Zealand s drivers reduce the time of
finding a parking place.After doing some researches, we find in New Zealands parking
mobile application industry, Wilsons Parkmate is the most biggest competitor for our
product. Because our products and strategy are quite similar with Parkmate so we have to

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make more efforts on marketing process.In order to persuade drivers to use our parking
mobile application instead of Parkmate, we must come up with some unique functions and
benefits we can offer to the consumers which Parkmate cant.Markeing can make us know
how to improve our mobile application and create a more convinient and competitive
mobile application for parking.
3.8 Business Processes
3.8.1. MARKETING RESEARCH PROCESS This process collects information about main
competitors advantages and captures customers needs. After the research, we can
improve our product and provide better services to customers. Marketing department and
questionnaire management system are involved in this process.


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BUSINESS PROCESS 1 MODEL
START
Create questionnaire
survey
Distribute questionnaire to
drivers
Collect questionnaire
from drivers
Analyse information collected
from drivers
Make marketing Plan
Any improvements of
questionnaire
YES
STOP
NO

3.8.2. I MPLEMENT MARKETING PLANS PROCESS After we creat marketing plans, the next
step is implementing strategies. Every department must have a clear marketing plan to

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guide their performance.This process distributes marketing plans to department and guides
them to achieve objectives.
REPLACE WITH BUSINESS PROCESS 2 MODEL
START
Creat marketing plan
(identify marketing activities and budgets)
Present the plan to the entire organization
Produce various versions of the plan for
each department
Distribute plan to each
department
Appraise performance of each
department
Refine marketing
plan
END
NO
YES
Marketing department
Performance
management System



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3.9 Functionalities
3.9.1. MARKETING RESEARCH PROCESS
Improve our parking mobile application based on marketing research
Create more flexible and competitive marketing plans
3.9.2. IMPLEMENT MARKETING PLAN PROCESS
Increase the number of customers
Guide departments to achieve objectives.
3.10 Systems

3.10. 1. QUESTI ONNAIRE MANAGEMENT SYSTEM: This system can classify factors which can
influence drivers answers of questionnaire such us gender,age and education level,ect.Then
we manage these factors in order to creat more relevant questionnaire.More useful
questionnaire we create, more accurate marketing plans we can make.Finally,our mobile
application will maximize meet drivers needs of finding a parking space.
3.10. 2. PERFORMANCE MANAGEMENT SYSTEM - We set different marketing plans to different
departments.For example, we creat clear goals to sales person and set software upgrading
goals to IT person.Then we appraise their performance monthly in order to evaluate their
performance whether meet the setted goals.Based on their performance, we can make
further changes of goals.
3.10. 3. MARKETING INFORMATION SYSTEM - This system stores different kinds of data from
different departments.This system provides regularly reports to managerial level and
strategic level . Reports can reflect their performance and guide their actions.It enables
managers to share informations and improve their performance. Then provide better
service to customers.Eventually,customers are more than satisfied with our parking mobile
application.

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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)

Market and
sale
products or
services
1. Marketing
research
process
1. Improve our parking mobile application
based on marketing research

2. Create more flexible and competitive
marketing plans
Questionnaire management
system
Decision support system
2. Implement
marketing
plan process
1. Increase the number of customers

2. Guide departments to achieve objectives.
Marketing information
system

Performance management
system
Transaction processing
system

Decision support system

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CONCLUSION
On the whole, this parking mobile application can shorten the time spend on finding a
parking space.Information system plays a significant role on promoting our product in the
market.Information system supports us to make better marketing plans.With the help of
imformation system, we can collect information from customers and analyse these
information in order to make our product more competitive in the market.
REFERENCES

1. Internet in New Zealand.(May,2014).Wikipedia.Retrieved from
http://en.wikipedia.org/wiki/Internet_in_New_Zealand
2. Ahlund,Alex.(May,2010). iPhone App Sales, Exposed | TechCrunch. TechCrunch.
Retrieved from http://techcrunch.com/2010/05/16/iphone-app-sales-exposed/
3. $100,000 for an Auckland CBD car park. (2012,September,21)New Zealand Herald,
The.Retrieved from Australia/New Zealand Reference Centre.
4. ParkMate. (n.d.). - Wilson Parking New Zealand. Retrieved May 24, 2014, from
http://www.wilsonparking.co.nz/go/parkmate
5. Eric Pawson.(July,2012). 'Cars and the motor industry', Te Ara - the Encyclopedia of New
Zealand.Retrieved from http://www.teara.govt.nz/en/cars-and-the-motor-
industry/page-1