Name Natalie Theron NetID nthe579 Group Number: 470 Website Link: http://infosys1102014s1group470.blogspot.co.nz Tutorial Details Tutor: Day: Time: Kit-Wah Huang Friday 12pm Time Spent on Assignment: 20 hours Word Count: (excluding cover page and references) 1644
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ALERT ALIVE ENSURING YOU ARRIVE SAFELY INTRODUCTION In todays fast-paced lifestyle, drowsy driving is a factor in over 20% of crashes in NZ (NZTA, 2005), leading to injuries or death. The solution we propose is a device called Alert Alive. This device is placed on the dashboard of a car and monitors eye and head movement. When Alert Alive detects a state of drowsiness, an alarm will sound and wake the driver before any accidents occur, solving the problem. 3. BUSINESS SECTION 3.1 Vision To make the New Zealands roads a safer place and improve the wellbeing of all road users, by creating the best, easy-to use fatigue detection device. 3.2 Industry Analysis: New Zealand Driver Fatigue Detection Industry Industry: New Zealand Driver Fatigue Detection Industry Force: High/Low: Justification: Buyer power: High There are quite a few alternatives offered in the industry such as cars with built-in driver drowsiness detection systems, apps and other devices (eg head devices) which can detect driver fatigue so buyers have many options. (Driver Drowsiness Detection System for Cars, n.d.) Supplier power: Low The products in the industry consist of standard compononents (eg infrared camera, speakers, microchip (Newcomb, 2013)). Suppliers have low power as standardised parts can be obtained from many suppliers and the manufacturing 3
company can choose the best price. Threat of new entrants: Low A high entry barrier to the industry exists in the form of technical expertise. Complicated algorithms and software development are required to produce such a device which requires highly specialized knowledge and skills making the threat of new entrants quite low. (Parmar, 2002) Threat of substitutes: Low The only replacement for fatigue detection devices/systems are things such as putting music very loud, caffeine intake or talking to someone while driving. However, this is only a temporary solution and not a long-term substitute. (Drowsy Driving, n.d.) Rivalry among existing competitors: High High competition exists between existing systems such as Mercedes-Benz Attention Assist (Leipzig, 2008) and Volvos Driver Alert Control (Volvo Group Global Newsroom, 2007). Also, the tendency to develop mobile applications is rapidly increasing competion.
Overall attractiveness of the industry: The industry is relatively attractive as supplier power is quite low and threat of substitutes and new entrants are also low once the industry has been entered. The only unattractive forces are buyer power being high and rivalry amoungst existing competitors is high. With a good strategy, marketing techniques, partnerships and a good reputation, these forces may be overcome and the industry can be attractive. 4
3.3 Customers and Thei r Needs The main target group for Alert Alive will be ordinary drivers whos lifestyle may cause them to be sleep deprived such as parents with young children or people driving long distances. They need a device which is easy to use and can help them stay awake in order to arrive at their destination without falling asleep, ensuring safety. (How To Avoid Drowsy Driving, n.d.) Other customers can be companies employing long-shift drivers of large vehicles (eg bulldozers/trucks). These drivers need a device to keep them awake during their long shifts to avoid accidents. (Solon, 2013) 3.4 The Product and Service When people purchase Alert Alive it will be placed on the dashboard of the car. The device will be activated simply by pressing a button. When the device detects through image processing that the drivers eyes are closed, an alarm will sound to alert the driver. This will cause the driver to wake up shortly after he has fallen asleep, and avoid an accident. Customer needs are met as the device ensures their safety, is reliable and easy to use. (A REVIEW AND EVALUATION OF EMERGING DRIVER FATIGUE, n.d) Companies employing long-shift drivers needs are met as they can ensure safety, avoid accidents, decrease costs and increase productivity to increase profit. (Solon, 2013) 3.5 Suppliers and Partners The Infrared camera component will be supplied by FLIR. These cameras for Alert Alive can be purchased, imported and collected from FLIRs local distributor in Auckland (FLIR: Our Company, n.d.). Attwoods, NZ's most experienced packager will supply 10cmx10cmx15cm boxes in which Alert Alive will packaged after adding the labels. (Attwoods, n.d.) Both these suppliers will supply quality materials in order to produce a high standard final product.
Alert Alive can partner with AA Insurance and the NZ governent. Eg, AA insurance company can have a package offerering people who have Alert Alive installed in their car a lower 5
insurance premium. (AA Travel Insurance, n.d.) The government may provide funds to enable Alert Alive to be sold at a lower price as this will benefit the whole community and decrease future medical costs. 3.6 Strategy: COST LEADERSHIP Alert Alive is aimed at all people who have cars and have the need to stay awake on the road to ensure their own and others safety. Thus, the product is aimed at a broad market. In order to competitively compete in the market where expensive systems are the largest competitiors, Alert Alive will have low cost. They will do this by buying materials for the device in bulk from suppliers and if the governement agrees to partnership, this will help further to keep costs down. The overall strategy is therefore Cost Leadership 3.7 Value Chain Activity: MAKE THE PRODUCT OR SERVICE. The most important value chain activity for this business is Make the product Its important that Alert Alive is made to be low cost and reliable. This will be done by having tight control over the assembly process in this VCA, including buying components in bulk to ensure low cost, following the cost leadership strategy. Also the product will be intensively tested to ensure reliability. Making the product is most important as Alert Alive will not be successful in the market if this VCA is not correctly controlled, following the cost leadership strategy in order to achieve the vision of making NZ roads safer.
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3.8 Business Processes 3.8.1. PRODUCT ASSEMBLY PROCESS This process determines what components are needed for the product, to check Warehouse for available stock and order components if necessary. These components are brought together at the assebly line to produce the final product. Without this process, there will exist no product to make the roads safer and it is vital that this process is carried out in an efficient and controlled manner to ensure the product quality. 7
3.8.2. PRODUCT TESTING PROCESS - This process ensures the quality of the Alert Alive before it is sent to be packaged and distributed. Its important that the product is tested as part of the making activity to evaluate the product and to send it back to assembly line if it doesnt work to ensure product reliability.
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3.9 Functionalities 3.9.1. PRODUCT ASSEMBLY PROCESS Assemble all needed components from Warehouse Insert assembled components onto device framework 3.9.2. PRODUCT TESTING PROCESS Test capability of product Send products with faulty components back to assembly department 3.10 Systems
3.10. 1. INVENTORY MANAGEMENT SYSTEM This system ensures that there is always sufficient stock in the Warehouse to produce Alert Alive and supports functionality of assembling the components. The system tracks component inventory left and sends a report to the ordering department of low-stock components. This adds value by ensuring the assebly line never has to wait on out-of-stock components, saving time and keeping the product cost down, generating value. This system supports the vision as it enables customers to buy quality products at low cost, on time, in specification, improving customers wellbeing. 3.10. 2. PRODUCT ASSEMBLY SYSTEM This supports the functionality of assembling all components onto the device framework. This automated system will be programmed to insert all assebled components and keep track of how many products are finished and sent to testing department. This increases efficiency and productivity as it removes human error to fulfil the vision of creating the best, easy to use fatigue detection device to make NZ roads safer. 3.10. 3. COMPONENT EVALUATION SYSTEM The system will test each product, evaluating whether all components are in good order or whether there is a fault in the product, thus supporting the functionality of testing the capability of the product. The system will decide whether to send the product back to assebly line or to clear it for packaging. This is important to support the vision as it ensures no faulty products are sold to customers and thus makes NZ roads safer by selling reliable products which will help people stay awake at the wheel, not faulty ones that dont work. 9
3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Make the product or service 1. Product Assembly Process 1. Assemble all needed components from Warehouse 2. Insert assembled components onto device framework
Inventory management system
Product assembly system
Transaction Processing System
Transaction Processing System
3. Product Testing Process 1. Test capability of product 2. Send products with faulty components back to assembly department Component Evaluation System
Decision Support system
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CONCLUSION In conclusion, there is definitely a market for the Alert Alive device as it solves the problem of drowsy driving by providing a product which is placed on the dashboard of a vehicle to monitor head and eye movements and prevent accidents. IS is very important, especially when making the product and using the assembling system, as this will ensure the quality and efficiency of production. This saves time and creates value for customers by offerering them a reliable, easy to use, low cost product. Without information systems many functions (eg. inventory management) would have had to be done by human labour, lengthening the production processes, increasing costs and Alert Alive may not be succesful. Thus, IS is vital in the organisation as it adds value to automating processes, saving time and creating a quality product to fulfil the vision of making NZ road a safer place, generating value for both the organisation and the country.
REFERENCES
1. Leipzig. (2008). TecDay Real Life Safety. Retrieved from http://media.daimler.com/dcmedia/0-921-658892-1-1147698-1-0-0-1147922-0-1- 11702-0-0-1-0-0-0-0-0.html?TS=1266506682902
2. Volvo Car Group. (2007). Volvo Cars introduces new systems for alerting tired and distracted drivers. Retrieved from https://www.media.volvocars.com/global/en- gb/media/pressreleases/12130
3. Newcomb. (2013). Car-tech spotlight: Ford Fusion Hybrids Driver Alert System. Retrieved from http://editorial.autos.msn.com/blogs/post--car-tech-spotlight-ford- fusion-hybrids-driver-alert-system
4. Compass. (n.d.). Driver Drowsiness Detection System for Cars. Retrieved from http://81.47.175.201/compass/index.php?option=com_content&view=article&id=50 6:413-driver-drowsiness-detection-system-for-cars&catid=22:smart-cars
5. Narayan. (2014). IIT-Ms wake-up call for tired drivers. . Retrieved from http://timesofindia.indiatimes.com/city/chennai/IIT-Ms-wake-up-call-for-tired- drivers/articleshow/28869401.cms
6. Hu SJ, et al. (2011). Assembly system design and operations for product variety. CIRP Annals Manufacturing, 60(2), 5-15. doi:10.1016/j.cirp.2011.05.004 11
7. Attwoods. (n.d.). Quality packaging solutions: Attwoods, the packaging people. . Retrieved from http://www.attwoods.co.nz
8. FLIR. (n.d.). Our Company. Retrieved from http://www.flir.com/cs/apac/en/view/?id=41529
9. Solon. (2013). Eye-tracking system monitors driver fatigue, prevents sleeping at wheel. Retrieved from http://www.wired.co.uk/news/archive/2013-05/28/eye- tracking-mining-system
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