business analysis/information systems modelling

7/29/2019 Business Analysis/Information Systems Modelling

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I.S Modelling: AssignmentUwais Afzal | Interactive Systems Design

Part I___________________________________________________________________

1. Assume that tomorrow you will join a consulting team responsible fordeveloping the new NHS choose and book system (discussed on page11 of the IS Modelling lecture notes). Explain how the Alter work systemframework will help you during the IT development project.

Firstly, it will provide a useful starting point with which to analyse the problem space.

Now, organisations such as the NHS operate through systems (a set of interactingcomponents that operate together to accomplish a purpose) in order to add value to internal

and external customers. One of the advantages of Alters framework is that it can be used to

visualise any system used by the NHS regardless of I.T being used by it or not.

Because business processes are the core of any work system, visualising the NHS work

system in the form of a model will then allow us to compare the idealised business

processes (how processes were designed) with the real business processes (the work that

actually occurs). From this we will be able to identify where changes have to be made in the

NHS work system to better support NHS business/organisational processes or vice versa i.e.

if changes have to be made to organisational processes to improve the work system. In

addition, modelling the NHS work system will cause clarification of how the new information

system will support business/organisational processes.

Alters framework uses 9 elements to define a work system/system, each of these elements

has a principle which governs them e.g. the principle for the business processes element of

the framework is that they should perform the work efficiently. Through this we will be able

to look at how existing NHS systems are fulfilling these or not. Alter says these principles

may seem obvious, but they are often not followed. The benefit this gives to the NHS is that

improvements can be identified and made to add value to it and its customers. So we will be

looking at where the elements are following principles, where arent they, what changes do

we need to make. Now if changes are to be made, Alters framework encourages them to be

balanced, because each element has a domino effect on another element for example the

appropriate participants should be allocated to perform the appropriate processes and vice

versa, the same with technology. A balance in these elements will result in products and

services that will please the NHSs customers. In the model, this balance is indicated in the

form of arrows linking one element with another.


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As an informal model a further advantage of Alter framework is that it can be easily

communicated to non-technical people.

In summary, Alters framework:

-Provides a useful starting point to analyse the problem space.

- Can be used to visualise any system used by the NHS.

- Provides comparison between idealised business process and actual business

process.

- Allows the inference of where improvements/adjustments can be made

- Do elements follow principles? where are elements following principles? Where

arent they? And what changes do we need to make, changes have to be balanced

(i.e. ensuring products are appropriate to customer and vice versa).

- Due to informality of model, its easy to communicate.


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2. Apply Alters work system framework to the stock trading businesswww.tdwaterhouse.co.uk identifying customers, products & services,business processes, participants, information and technology.

ALTERS FRAMEWORK ON TD WATERHOUSE

Customers

TD Waterhouse Account Holders

Products & services

Different types of accounts1

(e.g. share dealing, tax efficient)

Specialist Services2

(e.g. overseas accounts, non-U.K resident account)

Online & Phone Trading

UK Equity Trading

International Trading Warrants and Covered Warrants

Extended Settlement Service

Service to hold shares electronically

Cash Management Facilities

Online stock data and stock analysis

Execution of buy and sell transactions.

Customer Relationship Management Tools (e.g. Alerts system which alerts account

holder of shares of particular interest to them, Limits System which allows a security

to be bought/sold at a specific amount and time period.

Business Processes3

Utilise stock market research, analysis, tips and advice.

Decide what to buy or sell (using information provided to influence decision)

Enter the buy or sell order online or over the phone

Receive confirmation of deal online or over the phone

Monitor status of open and recently executed trades/deals

Receive brokerage information and information related to stock bought and sold

Participants

Potential account holder

Account Holder

TD Waterhouse staff (e.g. Investment Representative, Dealing Team)

1

http://www.tdwaterhouse.co.uk/typesofaccount/index.cfm?tracker=14182http://www.tdwaterhouse.co.uk/typesofaccount/other.cfm

3http://tdwaterhouse.co.uk/tradingdemo.cfm?tracker=1399#this


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Information4

Real Time Quotes (for all UK listed stock) - Up to date stock prices

Stock market news

Fundamental Data & Broker Forecasts (to analyze a companies trading performance)

Stock Market Research e.g. Independent stock market research

Advice & Tips for account holders e.g. Top 10 buys and sells

Account holders information i.e. history of stock bought and sold

Technology

Account holders access point e.g. P.C, PDA

Internet as the interface between TD Waterhouse and the customer

TD Waterhouse hardware & software (internal networks, information system, I.T

equipment, Internet Security Technologies)

4http://www.tdwaterhouse.co.uk/howtotrade/web.cfm


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3. Draw a DFD-based context model of TDWaterhouses stock tradingsystem.

Interacte.g.ord

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tool

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ote


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4. Draw value chain of stock brokerage business, describe primaryand supporting processes


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5. Describe how a stock brokerage business can lock in customers.Discuss how information technology can help to support the lock-in strategy.

Customers can be locked in by building and nurturing such relationships with them that they

begin to hold value to them rendering them unwilling to resort to a competitor even if theyre

offering a slightly lower price. This calls for continual focus on customers, this type of

relationship can be built using CRM (Customer Relationship Management) systems.

Now a stock brokerage business in particular can lock-in customers via. competitive

commission charges, offering exclusive services to their customers e.g. high quality research

& advice, stock market analysis, unique information on financial institutes operating on the

stock market for instance, extended settlements, keeping customers up to date on the status

of their deals. Essentially, by providing easy to use, accessible online tools and information

that hold value for the customer.

I.T can be used to develop enterprise information systems linked by the internet and intranets

that support strategic relationships with customers thereby helping a business to lock-in its

customers. Through for example the use of CRMs as mentioned before, a business may

engender dependency from the customer such that the customer becomes reluctant to resort

to the customer because of the time, costs, effort and inconvenience the entire ordeal would

take. Of course, this would be married with the notion that through the CRM a new channel of

interaction is opened up between the business and its customer allowing the business tofocus on facing its customer. This involves serving the customer anytime, anywhere,

listening to them, anticipating their needs and keeping track of their individual preferences. In

this way I.T can support a business to offer fast, responsive, high quality products and

services tailored to individual customer preferences all the while serving the lock-in strategy.


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6. How could a business leverage its investment in informationtechnology to build strategic IT capabilities that serve as a barrierto new entrants into its markets? Use business examples tosupport your answers.

Through utilising investments in I.T that lead to improving operations and promotinginnovation, a business may increase in complexity thereby strengthening and securing its

market position. This way other companies are deterred if not delayed from entering the same

market firstly due to the amount of investment required and secondly due to the complexity of

the technology required to operate.

Because of the strong technological base these initial investments in I.T provide, businesses

can quickly exploit new opportunities by investing in for example complex information based

systems that rely upon the I.T assets of previous investments. New strategic opportunities will

also allow the business to improve its business processes as well as increasing the

complexity of the technology it uses. These factors will automatically deter new entrants who

wont have the same complex technological base, experience, or investment & time

advantage. A scenario taken from nowadays is a company that invests into an advanced

computer based information system, then exploiting this newly realized capability it provides

new products and services that would not be possible without a strong I.T capability. This

investment into the advanced system is enabled by the fact that it is compatible with the

companies existing I.T infrastructure that is only in existence because of previous I.T

investments.

The aforementioned example is illustrated by companies who develop co-corporate intranets

and extranets: now companies who have a background of investments in I.T can do this with

much more ease than companies who dont because they are able to take advantage of their

arsenal of internet browsers, PCs, serves and client/server networks. Real life examples

include Charles Schwab who leveraged their I.T investment into developing an online

discount stock trading company, Federal Express who developed an online package tracking

and flight management service and Amazon.com improved their online system into a full-

service customer system. In each case, new entrants were deterred due to complexity

reasons and competitors e,g, bol.com in the case of Amazon delayed from entering the

market because they didnt have the I.T investment background these companies had.


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7. How can internet technologies help a business to form strategicalliances with its customers, suppliers and others? Use businessexamples to support your answers?

Internet technologies such as CRM Systems, intranet, internet and extranet sites create new

channels of interaction between customers, business employees and partners as well as

suppliers by providing a framework which integrates communication between these different

groups from inside and outside a business environment for example a customer may use the

internet to make complaints, evaluate products, request support, make and track purchases.

Using the internet and intranet, specialists in functions across the business can contribute to

an effective response. Here cross functional collaboration is encouraged in providing value

mutual to the customer and the business. For instance, people across the business are

enabled to continually communicate with the customer for purposes of product development,

marketing, delivery, service & technical support. Apple is a company that uses its customers

in the design of their products, companies like Mozilla and Microsoft also employ internet

technologies to gain product feedback & suggestions from their customers. In fact, Mozilla

through their Firefox browser have nurtured a tight-knit, inter-collaborating community of

customers that directly contribute to the development of their product by sending in

extensions, themes and widgets for the web-browser. This is an example of a sound

customer focussed strategic alliance, whereby the customer directly creates value for a

business. Moreover, this type of active contribution also generates a loyalty to the business.

Indeed one will find Mozilla customers encouraging people to download Firefox, arguing that it

is the best web browser around.

In addition, internet and extranet links to suppliers and partners can be used to arrange

prompt delivery of quality components and services to meet a companys commitment to its

customers. A good example of this us Walmart who use a complex communication network

comprising of satellite linked P.O.S (point of sale) terminals, internet and extranet links to

manage inventory replenishment. Using the network Proctor & Gamble automatically

replenishes Walmart stock of all Proctor & Gamble products. The convenience of this network

serves to lock-in suppliers such as Proctor & Gamble.


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Part II___________________________________________________________________

1. Apply the Alter framework to describe the work system used byyour team to develop this assignment. Analyse the process that

your team used to develop this assignment from the followingviewpoints (process efficiency, people in the organisation andtechnology).

Customers

Lecturer

Team member

Products & Services

Completed assignment Answers to questions

Sharing relevant knowledge

Business Processes

Receive questions

Understand questions

Delegate tasks

Research

Answer questions

Hand in assignment

Participants

Lecturer

Team members

Libraries (staff, search tools) used for Research

Information

Prior knowledge

Text books

Web-sites

Lecturers knowledge

Research Resource (library, internet)

Technology

P.Cs (including those belonging to library)

Software (Word, Visio,)

Hardware (printer)

Internet (e-mail, research)


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ANALYISNG THE PROCESS USED

Process Efficiency

A format for the completing the assignment was employed. It consisted of natural steps; a

step had to be completed before moving on to another one e.g. a question had to be

understood before it being delegated or deciding if research was required. Tasks are

delegated according to strengths in order to increase the efficiency and quality of output.

Production of work is itself affected by the state of the team members at any given time. (see

people in the organisation)

People in the organisation

Team members received the assignment from the lecturer. Team members collaborate with

each other in order to perform the work: which involves understanding the questions, then

delegating the tasks. On occasions when understanding the question or research is

required they may consult the lecturer. Eventually this leads to answering questions. This is

how people within the organisation inter-relate.

On one level, librarians assisted the team-members in the acquisition of books to assist in

theirresearch.

The mental and bodily states of the team members affected their ability to understand

questions, research and answerquestions. For instance work is more efficient at a time

when body and mind are less tired. That is when team members are energized.

Technology

Questions were on received on a printed piece of paper. E-mail was used to communicate

with the lecturer during the understandingquestions and researchprocess. The internet

and library search tools were used to carry out research. Team members also used e-mail to

communicate with each other for the purpose ofanswering questions. Software such as MS

Word and Visio were used to answer questions. Such software contributed to process

efficiency in that mistakes were easy to correct and work produced was easily modifiable. Use

of technology encouraged efficiency in that team members were able to communicate without

being present. A printer was used to print out the work forhand-in.


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2. ProDental DFD.

1. Context DFD

Department of Health

Patient

Bank

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Send

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breakd

own


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2. Level 0 DFD

New

patient

Existingpatient

Assump

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ProD

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all ex

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2. Level 1 DFD

2. Level 2 DFD


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3. Vending machine STD

Pow

er

supply


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REFERENCES

1. Obrien, James A. Marakas, George M. Enterprise Information Systems, McGraw-Hill Irwin, 2007

2. Alter, Steven. Information systems The foundation of e-business, Prentice hall, 4th

edition 2002

3. Sommerville, Ian. Software Engineering, Addison-Wesley, 8th

edition 2007

4. www.tdwaterhouse.co.uk

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