Assignment 1: Industry Analysis and Report

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1 | P a g eAssignment 1: Industry Analysis and Report
Submission:
Please submit this assignment to provided links in Canvas
Type:
Individual
Value:
30% of the total mark
Due Date:
 Week 6, Friday 10 September 2021, 11:59 pm AEST
Word Limit
2500 ± 10% words (excluding references)
Aim:The assignment is designed to demonstrate your:• understanding and knowledge of enterprise systems principles• understanding of issues that contribute to current debates in enterprise systems• use of analytical skills in reviewing academic and practitioners’ sources• ability to draw meaningful conclusions from your research2 | P a g eIndustry Research and AnalysisRead the following case study about the Southern Cross Travel Agency (SCTA) company.You are required to:1. Analyse the case study, identify the problems and opportunities for the company in thecase study and create a needs assessment.2. Market Assessment: Critically review some possible and suitable Cloud ERP solutions.Collect data about different Cloud ERP vendors (8-10) that you believe could be suitablefor the company in the case study and research their ERP products. You may base yourargument on following criteria:o Point(s) of difference (how is the product different from other vendors?)o Niche market (if any, and do they target a particular market?)o ERP services (what ERP services does the suite offer?)o What sized organisations are supported by this suite/solution?o Business Continuity (does the vendor offer any plan for business continuity duringa crisis (for example, during the COVID-19 pandemic)?o Analytics (does the product provide Analytics features or services?)o And other dimensions/criteria that you could use in order to make your argumentricher3. Recommendation: Recommend the product that is the most suitable for the company toaddress its challenges and requirements. Clearly explain how the selected product doesthis. You should draw on your analysis in step 2 to help justify and support yourrecommendation.In your report, you need to use quality references to argue that your choice of ERP is a suitablesolution(s) for problems identified in the case study.3 | P a g eYour arguments should make explicit links between the technological and organisationalsolutions of the ERP of your choice, and the short and long-term requirements of SCTA. Forinstance, issues like the efficiency of the business processes, business continuity, security, andrunning costs are important issues to be considered. At the end of your report, you should offerrelevant recommendations to SCTA. You can also make assumptions wherever needed, for prices,after-sales support, etc.4 | P a g eCase Study: Travelling in the time of the global pandemicThe international tourism industry is taking a major hit as COVID-19 circulates into more countries– and fear about it – spreads across the world. Governments around the world have warned andcontinue warning would-be travelers to stay away from outbreak hotspots, and in some cases,enacting travel bans to forbid travelers from going to high-risk areas. Photos of empty touristdestinations around the world, emptied-out festivals, vacant churches and temples, andquarantined luxury hotels – show the impact of the coronavirus outbreak on the tourism industryhas been devastating.A new report from consulting firm Tourism Economics has put some estimated numbers to thisravaging situation. The report suggests that for example, it expects the US economy to lose over3.5 million visitors from Asian countries, translating to a 38% drop for 2020. The report alsoestimates that around the same number of tourists will not be visiting countries like Australia andNew Zealand. The report tallied expected losses from the Asian visitors spending at $US35.7billion – more than half of which are expected to occur this year.Venice Carnival was cancelled because of the coronavirus. Venice, Italy, February 23, 2020. Source: Reuters.5In such a tough and uncertain business climate, many companies who are involved intourism are seeking reliable ways of accessing accurate information about their operationand the state of COVID-19 and its impact around the world. Many of them are exploringnew ways to redesign their business processes and make them more efficient and cheaper.One of the Australian based companies that also has been affected by the spreads of thecoronavirus is the Southern Cross Travel Agency (SCTA) company.Empty streets of the Naviglio Grande canal in Milan, Italy, on February 24, 2020.Source: APSCTA was established in 2002 and since then has enjoyed steady growth in Australia andthe neighbouring countries. As a result, currently, the company has multiple offices acrossthe Australasia region. Its corporate headquarters are in Melbourne but it has more than 10offices across Australia and 5 in China, 2 in Vietnams, 2 in New Zealand, 2 in Indonesia, 2 inThailand, 2 in Malaysia and 1 in Nepal. It employs 400 employees and annual sales of $240million. The company’s administrative structure consists of departments for Sales andMarketing, Human Resource Management, Operations, IT, Research and Development,Accounting and Finance, and Public Relations. SCTA offers first-class and affordable holiday6 | P a g eexperiences, mostly to international students and their families. SCTA initially had a manualbooking system in each office, but changes and advances in technology have enabled SCTAto transform its business by using an online booking and communication system in 2010.However, the current system can only perform basic functionalities of maintaining currentlistings of the resorts (uploaded as a PDF file) and student enquiries. Further, during theupgrade the company experienced project delayed and budget overturn. This experiencemade the company’s board of director hesitate to implement new system.However, the general manager of SCTA is aware that the company needs to have a bettercomprehension of the current business environment and it is clear that the existing systemdoes not provide them with necessary functionalities that enable them to capture andanalyse different types of information from their geographically distributed offices. At themoment, different departments in order to satisfy their own needs, tried to develop theirown systems or databases to facilitate their work- this is known as “feral or shadowsystems”. A lack of trust in the ERP, ineffective training methods and complexity inextracting the data from the ERP were identified as a problem which lead to thedevelopment of “Feral Systems” (Kerr, 2007). This causes reductions in the effectivenessand accuracy of business analytics such as data mining and forecasting.Furthermore, SCTA not only needs to enhance their current system to promote theirbusiness but also needs to inform their clients and partners (resorts, airlines, hotels,Airbnb) about the latest developments concerned with the spread of COVID-19. In a recentboard meeting, it was discussed that different types of information should be gathered,analysed, and shared with clients and partners to enhance the travel safety and experienceof their clients before, during and after the trip.In addition, at this stage, SCTA‘s main clients are international students. However, with theemergence of new challenges, SCTA has to diversify its clients and offer new services. Thischange demands the provision of further information to different groups of newstakeholders. The current system does not provide expandable functionalities for makingtimely and multi-way communications with new clients and partners during and after trips.SCTA also wants its partners to be able to update all their information online.(End of the case study)7 | P a g eSome guidelinesThe report is to be written to reflect your understanding of enterprise systems. It is up toyou as to what aspects, issues or arguments you put forward, but they must be relevant tothe enterprise systems field, and they must be grounded in current literature. The reportis a piece of academic writing, and all claims and assertions must be adequatelysubstantiated with appropriate evidence. Thus, you are expected to use other literatureand references, preferably from other journal papers, to substantiate and justify yourarguments.All sources used in the report must be appropriately cited and referenced. The researchreport must be critical and relevant academically, and where appropriate, it shouldindicate implications for practice. If you are unsure how to write a report, please consult with theresources that are available in the library.Please be aware of the plagiarism and collusion policies established by SwinburneUniversity.Submission Requirement:All students must agree to the Declaration and Statement of Authorship. In addition,students should also be aware of the plagiarism and collusion policies established by FBLand Swinburne University of Technology. Links to this policy are in the Unit Outline.Extensions:Links to the extension policy are in the Unit Outline. Please note that any requestfor an extension on or after the due dates will not be considered.AssessmentsA detailed assessment guide will be available on Canvas. In general, the assessmentcriteria will be based on• The originality of the work• Clarity of the analysis• Ability to synthesise ideas and literature, and reflect on relevant issues in enterprise8 | P a g esystems• Depth and breadth of your analysis and reflections• Use of current literature• Relevance of references• Layout, structure, spelling, etc. and adherence to style guides• Adherence to citation and reference standards

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