how Broadway cafe can acquire competitive advantage through the use of IT, such as CRM and wireless network

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Table of Contents

Title Page. 4

Executive Summary. 5

Tables. 7

Figures. 7

1.0Introduction. 8

1.1      Background. 8

1.2      Aim.. 8

1.3      Scope. 8

1.4      Assumptions and Delimitations. 8

2.0Business Overview.. 9

3.0Business Project Analysis. 15

3.1      Business Development Team.. 15

3.2      Decision Process Improvements. 15

3.3      Knowledge Management System.. 15

3.4      Project Budget 15

3.5      Customer Relationship Database Design. 16

3.6      Cloud Computing Proposal 17

3.7      Business Process Improvements. 17

3.8      Social Networking Marketing Strategy. 17

3.9      Preliminary Business Intelligence Report 17

3.10    Project Plan. 18

3.11    Outsourcing Analysis. 18

3.12    Local Web 2.0 Opportunities. 18

4.0Industry Dynamics. 19

5.0Conclusion. 20

6.0Recommendations. 21

References……………………………………………………………………………………………………..

Executive summary

This report provides a strategic Information systems plan that will completely transform business operations of Broadway Café that is currently using very old order processing systems, word-of mouth advertising, and no website and payroll system.   My strategic plan comprises the opportunity to set-up Information Technology systems and improves the supply chain, competitive environment and various products offered by the company. The current client order process in tiresome and not customer friendly, with the introduction of the new Information system, the process for ordering will streamline the current order process.  Creating a new information system for Broadway cafe requires all levels of employees to operate in effective teams to realize the success of the new IS.The application of cloud computing does away with the need for the company to invest standalone software or servers which could be underutilized most times. Sharing of costs and infrastructure ensures immediate availability of services and low overheads. The company website will enhance our brand presence beyond our physical location and also offer opportunities, for instance high quality certification of suppliers and product listings to optimize the effectiveness of differentiation strategy.  For us to be able to achieve our goals of increasing customer base and revenue the company plans to adopt Information systems such as CRM to execute sales strategies and marketing campaigns, establish a wireless network for clients and establish project management framework for solution implementation.

1.0 Introduction

Following the recent acquisition of Broadway café, I have established a new and effective business plan that will revitalize the business.  My strategic plan is to factor in a number of elements that constitute the current situation of the business. These elements comprise the opportunity to set-up Information Technology systems and improve the supply chain, competitive environment and various products offered by the company

1.1 Background

The company is a family inherited coffee shop, which specializes in homemade sandwiches, salads, soups, full service bakery, teas and coffees.  The company uses old system of a notepad to keep records, track inventory, together with coupons and payroll. The company entirely relies on word-of-mount as sole advertisement plan, and there is no list of clients and any family recipes as everything were memorized by the founder.  For us to upgrade the business to 21st C stature, some changes must be made.  The Café needs to acquire a competitive leverage through IT, utilize CRM to execute sales strategies and marketing campaigns, establish a wireless network for clients and establish project management framework for solution implementation.

1.2  Aim

The aim of this report is to examine how Broadway café can acquire competitive advantage through the use of IT, such as CRM and wireless network.

1.3 Scope

This report examines the following concepts of Information systems for the Broadway café 1) the competitive advantage, 2) Customer Relationship Management, 3) Systems development and 4) Business Intelligence.

  • Delimitations and Assumptions

This report is based on the following assumptions:

The company is situated in a busy market area, it still uses 1960’s décor style, the business does not use IT,   and process are outdates and manual.

2.0              Business Overview

Broadway Café operates in a very competitive environment, where it competes with the traditional coffee shops such as Espresso Royal, Bigbys, and Starbucks. Other competitors comprise sandwich shops for instance Panera and Cosi, which directly compete with Broadway Café in offering deli.  In view of the recent global financial crisis and business environment, there is higher competition as clients are seeking more service and quality for less money. In that kind of scenario, new entrants are better placed to offer more value for clients while relatively charging less, and hence have competitive advantage since existing business are not able to reposition their products or themselves.

Within the coffee café industry, there are various substitute services and products which clients to choose from. By nature coffee business in a service, since it offers clients various options comprising coffee made for them that saves clients valuable time. The company is also serves as a public place where customers to study in, read newspapers, relax or work. A substitute to Broadway Café could be a recreation center, library or any other public venue where clients could occupy temporarily. The company will counter this by establishing an ambience that clients will enjoy.  The order process is tedious and not friendly to customers, therefore an improved process for ordering will streamline the process, making it more efficient and effective.  CRM implementation will help the business to identify the requirements of the customers for developing specific marketing strategies that target the buying behaviors of customers.

3.0 Business Project Analysis

  1. Business Development

Creating a new information system for Broadway cafe requires all levels of employees to operate in effective teams to realize the success of the new IS. On this regard, the company will have a sales and marketing manager who will be responsible for implementing sales and marketing strategies in line with the vision of the company, next is IT manager who will unsure that new IS such as payroll, CRM and website are fully implemented and functional, and the last line manager will be customer service manager to ensure that customer needs are meet.

3.2 Decision Process Improvement

The current client order process in tiresome and not customer friendly, with the introduction of the new Information system, the process for ordering will streamline the current order process through the following ways:

  • having each queue for payments and orders
  • reducing the disturbance to dine-in clients through effective and proper placement of pick up and ordering queues
  • the removal of lids, cream and sugar with such items issued by employees
  • The dine-in clients will not have to line-up to collect food and beverage, they will be given a number and their orders directly delivered on their table, this will allow employees to sufficiently interact with dine-in clients.

The other processes to be examined for possible restructuring efforts include:

  • Employee rostering to enable effective deployment of staffing resources
  • Management of inventory to enhance stock management by implementing JIT (Just in Time) strategy to ensure that fresh products are served

3.3 Knowledge Management System

Broadway cafe will devise a strategy for knowledge management using You Tube and website. There will be a simple advert informing clients of the new machines and its advantages once integrated fully into the premise, and the advantages being faster service and greater taste.

The advert will be watched within the store and also will be uploaded on the You Tune. Our customers and well as the public can rate the video and offer comments. Our website will have a navigation link to that You Tube video, and we will keep an eye on You Tube to see the number of views, read and analyse comments. The website will have company profile, our services and products, online customer support portal.

3.4 Project Budget

We anticipate that upon completion of this project, the cafe operations will be more efficient creating better operating practices and business.  The system will have network backup software, firewall protection, secure Wi-Fi system and a firewall protection. All the staff information will be secure to ensure safer payroll management. Information concerning supplier and order processing via credit card or paypal will be on a secure and safe network.

Materials required and cost

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Type: Essay || Words: 3068 Rating || Excellent

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