ITM Case Studies.docx

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Information Technology Management
ITM 102
Rasha Nasra

SHELL 1. Describe the business of Shell Canada. Clearly describe the type of business and consider the following topics, of which you must choose four. Shell Canada Limited is one of Canada’s largest integrated oil and gas companies. Active in Canada since 1911, and headquartered in Calgary, Alberta, Shell employs more than 8,000 employees, manages approximately 1,800 branded retail stations, and own three refineries in Canada (Scotford, Sarnia, and Montreal East) a) What are the products and /or services? Shell is a company active in every area of the oil and gas industry, including exploration and production, refining, distribution and marketing, petrochemicals, power generation and trading. They supply petroleum, natural gas, and other petrochemicals. Shell own several retail stores providing gasoline at the pumps and food in their convenience stores. c) Describe the supply chain Shell is involved in all three levels of the supply chain; the upstream level includes the exploration, drilling and production of oil. Midstream level includes transportation and trading of crude oil to refineries. Lastly the downstream level refers to the refinement of the oil, storage, distribution and marketing to wholesalers and shell retail gas stations, which is then offered to customers. e) What is their strategy to compete? By developing partnerships and obtaining first rights to source, drill and set up refineries to finalize the product and set up pipelines for transportation of natural gases in countries all over the globe (China, Africa, Malaysia, Europe, and Australia to name a few) they are able to meet demands and offer competitive prices to consumers. f) What, if any, topics are there regarding privacy and security? Shell uses the intranet to share programs that facilitate communication of maintenance issues with contractors. This warrants that the information is shared only to necessary parties. Employees are given passwords, data is encrypted, firewalls are set up, and IT security team regularly manage, backup, and safeguard information. All information stored in databases, created and used by employees becomes the intellectual property of Shell. Shell also adheres to PIPEDA laws in regards to sensitive information pertaining to their employees. 2. Describe how information and communications technology (ICT) has been used to improve the business of Shell. In your answer demonstrate how meaningful ICT tools and components discussed in the course have been used in this business. Choose four of the following ICT tools and components. Enterprise Resource Planning -by gathering information daily reduced from the various locations, Shell Canada can track down which locations are performing better - focusing on ERP, allows to know which gas stations are running on full capacities -reduces the amount of times spent on summarizing invoices and sending them off the manager to be reviewed (now automatically done) -“employees gain fast and easy access to the tools and information they need to conduct their daily operations” pg. 106 Customer Relationship Management -understanding what customers want and need when they enter a gas station is important because if not all the necessary equipment is there, customer’s will end up going to one of your competitors -increases customer loyalty when customers can depend on a specific brand -helps profitability of Shell Canada Supply Chain Management -allows Shell Canada to see what products are sold fast so that they can reorder before it runs out -understanding the flow in which what comes into the organization and what leaves the organization the fastest can allow the organization to prepare better and meet customer needs (e.g. ordering more supplies that customers buy for their car before they actually run out of it) -not ordering too much inventory to the point that there’s no more storage space E-commerce -allows Shell Canada to place orders online -payments through their systems -invoice summaries and things that need approval immediately can be sent to the manager through a mobile device WESTJET 1. Describe the business of WestJet. Clearly describe the type of business and consider the following topics, of which you must choose four. West Jet was founded in 1996 by Clive Beddoe and is the second largest airline in Canada. It operates an average of 425 flights carrying over 45,000 passengers per day. In 2012, WestJet had passenger revenues of $3.4 billion (CAD) and reported an earnings of $1.78 per share. a) What are the products and /or services? WestJet is an airline company that offers affordable air travel services. Their mission is to enrich the lives of everyone in WestJet's world by providing safe, friendly and affordable air travel. c) Describe the supply chain Westjet is a service company that conducts business both online as an e-business and face-face with their customers in airport and travel agencies (Brick-and-Mortar business). In 2007, Westjet was the first airline to use mobile commerce (m-commerce), which allowed extensive services such as the use of an electronic boarding pass. Westjet uses enterprise resource planning systems (ERP) in order for users such as Westjet’s own employees and travel agencies to retrieve the same flight information from a centralize area. This system helps deliver information such as flight availabilities and price. Since Westjet conducts business online, this allow customers to conveniently purchase their flight online. With convenience services such as their e-business, call centres, and travel agencies, Westjet is able to satisfy their customer’s demand. e) What is their strategy to compete? using first mover advantage such as being the first to offer electronic boarding passes in 2007. Also, according to Westjet’s mission statement, their mission is to offer safe, friendly, and affordable prices. According to the Five Forecast Model, Westjet increased its focus threat of substitute by partnering up with RBC to launch the Westjet Rewards program. g) Describe any ethical topics In 2004, Air Canada upped their lawsuit against Westjet to $220 million dollar for unauthorized access to private information from their company website. In 2006, Westjet paid their settlement cost of $15.5 million. On the other hand, Westjet participates in numerous of ethical behaviours such as contributing to foundations like Boys and Girls Club Canada, Big Brothers Big Sisters of Canada, and Make-A-Wish Canada. 2. Describe how information and communications technology (ICT) has been used to improve the business of Westjet. In your answer demonstrate how meaningful ICT tools and components discussed in the course have been used in this business. Choose four of the following ICT tools and components. ERP: ERP systems are used at WestJet in order to allow a single information system to offer enterprise-wide data to employees throughout the company. This prevents data redundancy which is highly needed to avoid overbookings of flights. Also, customers information will need to be stored in a centralize system in order for it to be easily accessed from different locations. E-Business: WestJet offers services online on their own websites and also partnering websites such as Redtag, itravel200, and Searstravel. With its business also conducted online in addition to travel agencies and airports, customers have easy access to flight information and payments online. It increases the company’s web presence and use of kiosk. CRM: WestJet uses Voxify's Expert Service Portal (ESP) application greets all incoming callers, assesses their needs, and routes them to the most appropriate agent skill group or self-service application. Westjet has also teamed up with Contac to personalize clients’ vacation using eConcierge. eConcierge finds information flights that tailors, hotels, and destination that tailors to the clients’ interest. Also, Westjet offers call centres to meet their clients needs and satisfaction. Internet: WestJet uses the internet to not only conduct their business, but to also market it. In 2007, WestJet has becomes the first Canadian airline to reach a significant social media milestones with 100,000 Facebook friends and Twitter followers and more than one million YouTube video views. Westjet was also the first airline in North America to launch electronic boarding pass allowing users to use the internet to access their boarding pass. GROCERY GATEWAY What are the products and/ or services? Grocery gateway is an online retail company that sells groceries and delivers them to its customers. Grocery gateway was acquired by Longos Brothers food market Inc in 2004, a family owned independent grocery business that has operated since 1956. Grocery gateway has over 100,000 registered customers in the Greater Toronto area. It is Canada’s leader in online sales of home-delivered groceries. What is the value chain? Grocery Gateway’s value chain consists of delivering groceries so that the products are fresh and on time within a 90 minute window. Grocery gateway sells groceries 24 hours a day and customer orders are assigned a specific 90 minute delivery window, much narrower than the morning or afternoon. Descartes system group a logistics management solution provider has help grocery gateway maximize efficiency in route selection by incorporating delivery date with real-time information. This technology ensures that grocery gateway arrives within the 90 minute window. Describe the supply chain Grocery gateways is owned uses the same distributers as Longos Bothers food market Inc. Grocery gateway sells products to people who want a quick and easy delivery. By using real-time data and incorporating historical delivery data it can insure that the groceries arrive fresh and on time. Real time data are achieved through a combination of sophisticated routing, tracking, planning and dispatching functionality. Descartes On- demand Fleet Management Solution software take into consideration delays such as traffic jams and road accidents as well as last minute cancellations. GPS technology allows the logistics software to know the exact location of the Grocery Gateway drivers. This GPS technology tells the driver the best possible route to take to ensure they meet their 90 minute window. What is their strategy to compete? Grocery gateways completive strategy is to target busy people who don’t mind pay a little more for their groceries to get the convenient service that allows their products delivered fresh and on time. As well as people who have difficulty who find it physically challenging to do grocery shopping in a typical manner. Grocery Gateway # 2 a) Portal Tec
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