Business Information System and Analytics


Suppose you decide to start a business that recruits students for summer jobs. You will match available students with available jobs. You need to learn that positions are avialable and what students are available for filling those positions. In our starting your business, you know you will be competing with local newspapers, Craigslist, and your college. You will probably have other competitors as well.


Question 1:

Analyze the structure of this industry according to Porter's five forces model.

 The five forces of the Singing Valley Market are listed below:

  • Bargaining power of the customer- The superior offering and quality of Singing Valley Resort is seen to be best and have high quality. With superior quality of services, the bargaining power of the customers is seen to be low. 

  • Threat of substitution- Due to high quality and its location, the Resort has attained a lead there is no danger of being replaced. The Resort always experiences full occupancy and another goal is to attain increased revenue. Therefore the threat of substitution is low.

  • Bargaining power of the suppliers- There is a chance of increased cost due to the clientele being staying away from the Resort. There are chances of increment in the food and wine prices. The current suppliers can be given a counter for presenting cheaper prices from other available suppliers therefore resulting in bargaining.

  • Threat of new entrants- Only the resort with same area can boast of providing superior quality along with superior services including various other activities. Therefore the threat of new entrants is low as well.

  • Rivalry- Due to superior quality, the Singing Valley Resort exceeds its competitors with its high-class service, superior accommodations, delicious means etc. The location helps the Resort to attain highest position among the rivals. 

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Question 2

Given your analysis in question 1, recommend a competitive strategy.

Statement of Competitive Strategy

The Singing Valley Resort has to provide superior services along with high quality accommodation for maintaining their current revenues. The needs and wants of the customers have to be determined clearly and efforts must be placed on providing them with best facilities.Singing Valley resort has to increase their revenue for creating their own services which will offer activities. Further, a new information system has to be implemented for keeping a record of all the repeating customers. The repeating customers will be sent electronic surveys and will be attached in a file. An activity schedule has to be presented every time the customer requests to make a reservation before or after their arrival. This way the Resort management would be able to differentiate among the needs of their repeating customers. Singing Valley Resort would be able to cater to the wants and necessities of clients by analyzing what their clients wants (Kandampully, J., & Suhartanto, D., 2000).

Question 3

Describe the primary value chain activities as they apply to this business.

Statement of Problem

The Singing Valley Resort does not have an organized and complete information system. This was a prime reason that their auto email system failed and made various information mistakes. This automated email system was seen to send faulty email congratulating their clients for their stay to those who had not visited from past two three years. The Resort therefore failed to keep up the track of their regular and current guests and were not able to recall their preferences on their return visit. Therefore the Singing Valley Resort needs to rebuild their information collection system along with Timely Information update system for ensuring that the information of every single customer is accurate and up to date. This information system will help in recording the personal preferences of their customers so as to help in maintain a good relationship on their return. Furthermore, this information system must be enabled towards keeping a track on personal characteristics of the customers so as to greet them in a friendly manner on their next visit along with ensuring their preferences as per their wish.

Question 4

Describe a business process for recruiting students.

Two scenarios of low cost rentals along with high service rentals have to be considered for undertaking major activities like determining the needs of the clients, greeting their customers, rent the room and return room and pay. This will help in ascertaining the customers’ mood. Secondly, there is a need to determine the wants and needs of the customers to identify his desires and expectations from the resort. Lastly, the needs can be identified on the basis of low tariff and high tariff rooms along with providing comfort while their stay in the Resort. The customer’s then checkout after paying their bills. The Resort can perform the given below activities as per their requirements.

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Question 5

Describe information systems that could be used to support the business process in question no. 4.

The two innovative ideas along with the information on the information systems are mentioned below:
Idea A. One innovative idea for adding to their marketing strategy is to ask the customers to fill out a survey and this survey must be kept in a file. A repeating customer has to fill out an additional questionnaire upon his arrival and all these attachments will be complied. This will help the organization to identify with the needs of their repeating customers and to market accurate activities to correct type of customer. 
In this project idea the information system would be a computer software program allowing the entry of the customers and automatically updating their information this program will also have the ability of allowing the Singing Valley Resort to keep a check on the activities enjoyed by the clients and the ones they would like in the near future. Excel, a simple program would be able to perform the function but the Resort must seek towards an advanced program which can easily track their customers (Pizam, A., & Ellis, T., 1999).For example, ensuring vegetarian meal for the vegetarians, and non-veg meal for others, mountain trekking for mountain lovers etc.
Idea 2. The Resort can include a free activity while the stay of the clients. This will help the clients to enjoy something they did not want in the first place enabling them to enjoy the experience even more. This will help the Resorts to call back their customers. On the completion of the activity, a survey will be asked to fill out on completion of the trip and similar future activities would be askedto them. This will be beneficial in providing recommendations in the future. 
This information system will be less complex than the previous one. It would require a note from the already existing information noting that the customers have utilized the free activity given to them. This program will also hold on to the results of the survey when the activity is over. Thereby it will help the customers to get suggestions on the future activities.

Question 6

Explain how the process you describe in question no. 4 and the system you describe in question no. 5 reflect your competitive strategy.

The first information system is highly complex as compared to the second one. The first information system might create confusion. Due to high complexity, the staff will take time to understand the process and get accustomed to it. Additionally, the information system will add to the cost of the Resort. Additionally, second information system has a higher probability of increasing the interests of the customers. 


  • Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.

  • Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitality enterprises. International journal of contemporary hospitality management, 11(7), 326-339.

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