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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
SUMMER 2014

Name Ellie Cook
NetID Ecoo714
Group Number: 038
Website Link: http://infosys1102014fcgroup38.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 12pm
Time Spent on
Assignment:
11 hours Word Count: 1604

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SURDIVE SCUBA SAFTEY TECHNOLOGY
INTRODUCTION
SCUBA diving is the sport of underwater diving using self-contained breathing apparatus for
the exploration of the mysterious and expansive underworld that is the ocean. An incredible
experience yet a highly dangerous one with threat of shark attacks, net tanglings, lack of
oxygen and health problems disabling freedom for deep sea divers. Lack of communication
with the diver and dive boat has seen the safety of the divers around the world
compromised as once they are underwater, they are essentially alone (Scuba Diving, 2013).
With over 1.2 million participants (How Many People Scuba Dive? 2007), diving is such
popular a sport that its risks deserve our attention. To target this communication issue,
SurDive SCUBA Safety Technology will manufacture GPS tracking bracelets that the divers
can wear underwater so the dive boat has constant access to their location providing
increased safety for the deep sea sport.
3. BUSINESS SECTION
3.1 Vision
Survive the Dive. At SurDive, our vision is to open up the world of ocean exploration
through the innovation of reliable and affordable SCUBA safety technology.
3.2 Industry Analysis: SCUBA Diving Equipment Industry
Industry: International SCUBA Diving Equipment Industry
Force: High/Low: Justification:
Buyer power: High
With over 30 trusted SCUBA diving equipment
retailers around the world (About.com, 2014),
buyers have many different companies they can
chose from when purchasing diving equipment
so buyer power is high.
Supplier power: Low
With a quick search of global trading website
Alibaba returning 587 suppliers for dive
equipment (Alibaba.com, 2014), this industry
has low supplier power as suppliers have a lot
of competition amongst them.

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Threat of new entrants: High
Dive equipment is often sold with a 100%
mark-up (Walker, J. 2011). This indicates that it
is a relatively profitbale and inexpensive
industry to enter into causing the threat of new
entrants in turn to be high.
Threat of substitutes: High
Threat of substitutes for the GPS Bracelet alone
is high because tracking technology such as
EPIRBS or PLBs already the basis for locating
ones position (Marine Deals, 2014) and although
not typically waterproof, the technology can be
adapted as SurDive will.
Rivalry among existing
competitors:
High
Due to the high level of retailers
(About.com,2014) and manufacturers
(Alibaba.com, 2014), competition is fierce in this
industry as a large number of firms compete in a
small market.
Overall, this industry is not an appealing industry to enter in to because the high threat of
competition. Given that it targets one niche activity, the market has little room for growth
and innovation , and where there is oppurtnity for first mover advantage, the large number
of competing companies will quickly obliterate this lead with similar technology to stay on
top of the industry.
3.3 Customers and Their Needs
As a manufacturing company, the target market for the SurDive SCUBA GPS Bracelet is dive
equipment merchandising companies. Instead of selling straight to divers, SurDive will
become a supplier for already highly established brands including Aeris, DUI and Sherwood
SCUBA (TechNavio, 2013) so that the product can maximise sales from the start. For these
well respected merchandisers, they require an innovative and marketable product that the
third party target market of divers will deem necessary for their safety while practicing
SCUBA diving.
3.4 The Product and Service
The main issue the product is trying to address and improve is the safety of the final
customer; deep sea divers. In the form of a water-resitant bracelet fitted with GPS tracking
devices such EPIRBS, this product will allow the dive boat to have constant monitoring of the

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divers location. With this new found communication divers can have more freedom to
explore as they can be assured the boat will know of their whereabouts if something goes
wrong and a panic button on the bracelet will also be able to alert the boat of any danger
the diver is in once activated from underwater.
3.5 Suppliers and Partners
Suppliers
Wholesale EPIRB traders such as Alphatron Asia Private Limited and Global Marine
Safety PTE Ltd will be outsourced to develop small enough EPIRB technology to fit
into a small bracelet design.
Award winning Dover Waterproofing Technologies Limitied will become the main
supplier of waterproofing technology for the tasking of ensuring the bracelet will
remain functional underwater
Partners
Collaborating with the worlds leading dive equipment merchandisers including
Aeris, DUI and Sherwood SCUBA (TechNavio, 2013) will be important to maximise
sales through their customer base and reputations while eliminating competition as
they will not need to compete with the first mover when they are being supplied by
the first mover.
A partnership with the worlds leading SCUBA diving training organisation (PADI,
2014) would also be valuable for the Bracelets success as they have a global voice
that could promote the importance of purchasing the product. They could also
provide insight to customer demographics and needs which could help to improve
the products functions and qualities.
3.6 Strategy: Differentiation
Because of the specific sport and problem the product is targeting, the competitive scope
SurDive will focus on is a narrow market. Due to the high costs involved in participating
seriously in this activity and the importance of safety for more casual divers, expenses are

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not spared when purchasing equipment because divers know they cannot compromise their
safety to save a dollar. This agreement to invest in the sport means SurDive can implement
a high cost strategy to balance out the limited customer scope that is available to them so
they are still able to make profit on their product. This narrow market, high cost strategy is a
differentiation focused stratgy.
3.7 Value Chain Acti vi ty: Product Manufacturing
One key value chain activity that is essential to the success of SurDive Safety Technoloy is
the process of manufacturing the product. Both the vision and strategy market heavily the
main inspiration of the products purpose and point of sale: safety. Improving the safety of
the diving experience is therefore heavily reliant on the quality of the product that is
ultimately produced and released to solve this problem. Through thorough safety checks
SurDive will be able to release a product that is reliable enough for sale to a narrow market
at a high cost to solve safety involved with SCUBA diving.
3.8 Business Processes
3.8.1. PRODUCT MANUFACTURING PROCESS Once the Operations Management
department has identified the materials required to create the final product, an order is
placed with suppliers. Raw materials are then received and paid for followed by the creation
of the final product. To ensure quality and safety for customers, safety checks are then
practiced until the product is ready for delivery to customer.


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Identify Materials
Required
Start
Create & Send
Purchase Order
Receive Materials
Receive Invoice
Pay Invoice
Manufacture
Product
Product Testing
Product Meets
Requirements?
Deliver Product to
Customers
Finish
Fix Products
Problems
Information Systems
Operations Management
Department
Yes
No



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3.8.2. PRODUCT SALES PROCESS As the sales receive customers orders, the required
stock for the order is sourced from SurDives Warehouse. The product is then delivered to the
customer and the accounting and finance department generate and send an invoice to the
customer. The transaction is then finalised with the payment being received from the customer.
Start
Customer Order
Received
Required Stock
Ordered
Product Delivered
to Customers
Invoice Generated
& Sent to
Customers
Payment Received
Finish
Sales Department Warehouse
Accounting &
Finance
Department


3.9 Functionalities
3.9.1. PRODUCT MANUFACTURING PROCESS
Purchase materials necessary for product manufacturing
Fix any identified product discrepancies
3.9.2. PRODUCT SALES PROCESS
Establish customer order requirements
Produce correct amount of stock for delivery to customer

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3.10 Systems

3.10.1. INVOICE GENERATOR SYSTEM: This system supports the product sales process
as it incorporates budget figures to produce a profit creating pricing guide so the invoice
sent to customers is accurate for the product they are receiving and for the manufacturers
profit requirments.
3.10.2. PRODUCT CONTROL SYSTEM: This system supports the product manufacturing
process as it follows strict company and industry set guidelines to ensure the products
quality and consistency for safety-prioritised divers who expect the product to be
manufactured at the highest level.
3.10.3. STOCK ORDERING SYSTEM: This system supports product sales system as it
takes into account information received from the sales team about customer orders and to
avoid over or under stocking places an accurate order with the factory so the business can
run smoothly and successfully.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)


Make the
Product
1. Product
Manufacturing
Process

1. Purchase materials necessary for
product manufacturing
2. Fix any identified product discrepancies
Product Control System Executive Information
Systems
2. Product Sales
Process
3. Establish customer order requirements
4. Produce correct amount of stock for
delivery to customer

Invoice Generator System

Stock Ordering System
Transaction processing
system
Decision Support
System

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CONCLUSION
With first-mover advantage for this innovative communication and safety enabling GPS
bracelet, SurDive will enter the diving market with a splash creating a differentiated
producted the tailors to a narrow market at a premium price to garuntee the highest level of
safety and efficiency. With this bracelet, divers will have emergency support underwater at
the push of a button, and ocean exploration will become more available to a larger
demographic.
REFERENCES

1. Scuba Diving Smiles. How Many People Scuba Dive? (2007, revised 2013). Retrieved
from http://www.scuba-diving-smiles.com/how-many-people-scuba-dive.html
2. National Oceanic and Atmospheric Admisitration. Scuba Diving. (Revised April 16,
2013). Retreived from
http://oceanexplorer.noaa.gov/technology/diving/scuba/scuba.html
3. About.com. SCUBA Equipment Manufacturers. (2014). Retreived from
http://scuba.about.com/od/equipmentmanufacturers/
4. Alibaba.com. Product search: dive equipment. (1999, revised 2014). Retreived from
http://www.alibaba.com/trade/search?fsb=y&IndexArea=product_en&CatId=&Searc
hText=dive+equipment
5. Walker, J. Walker Underwater. (2011). Retreived from
http://www.walkerunderwater.com/dive%20equipment/dive-equipment.html
6. Marine Deals. Looking for an EPIRB or PLB? (2014) Retreived from
http://www.marine-deals.co.nz/epirb-plb?gclid=CjkKEQjwqYacBRDO-
Mrk6_vr8eQBEiQAWJadfGtLgzIXykMvDHciWdJXjr6K0lESi1KNrJnBs2Mlo9zw_wcB
7. TechNavio. Top 19 SCUBA Diving Equipment Manufacturers. (2007, revised 2013).
Retreived from http://www.technavio.com/blog/top-19-scuba-diving-equipment-
manufacturers
8. PADI. About PADI. (2014). Retreived from http://www.padi.com/scuba/about-
padi/default.aspx