IIUM MASTER OF BUSINESS ADMINISTRATION (MBA)

OPERATIONS MANAGEMENT (MGT 6240)

- EXPERIENTIAL LEARNING

COO
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#letsCOOTitogether

TRAVEL GUIDE MOBILE APPLICATION BY SWF TECH SDN BHD

Name of lecturer:
DR. WAN ROHAIDA WAN HUSAIN

Presented by:
• SAYED FAQIR BARES (G1824469)
• WAN ZUL IKRAM WAN ABDUL RAZAK (G1836919)
• FARHANA ‘AYUNI SHAHRIR (G1818494)
 INDEX

EXPERIENTIAL Page 1 - 5
#1
LEARNING

EXPERIENTIAL
LEARNING #2 Page 6 - 8
(Topic 2)

EXPERIENTIAL
LEARNING #3 Page 9 - 12
(Topic 5)

EXPERIENTIAL
LEARNING #4 Page 13 - 14
(Topic 6)

EXPERIENTIAL
#5 Page 15 - 17
LEARNING
(Topic 7)
 INTRODUCTION

COO
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We envision to be Asia’s
VISION leading travel guide
application by 2021

COOTi is a well established

travel guide application that
MISSION specializes in providing 360Ÿ
travel assistance and seamless
experience to all users.

COMMERCIAL OPERATIVE OPTIMISTIC TEAMWORK INNOVATIVE

CORE We think We operate We are People are We encourage
strategically with a optimistic and respected, innovation
VALUES and we deliver sustainable always look on valued, and and
results business the bright side appreciated knowledge
model transfer
 COO EXPERIENTIAL LEARNING
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#letsCOOTitogether #1

Think about a business that you would like to venture.

1. Product description
• Briefly describe the product or service that you would like to sell.

2. Transformation process
• Would you focus more on the tangible or intangible aspects of the
product/service that you would like to sell. Describe.

3. Describe 3 most important characteristics of the chosen product or service that are assumed to be
critical to the success of your business.

1. Describe which company did that and it was successful.

 COOTi Travel Guide Application is a lifestyle apps and TARGET MARKET
and one-stop center travel guide that has all the • Budget backpacker
information needed by the local and foreign tourist. • Spontaneous wanderer
• Pre-travel planner
• Once in a lifetime adventurer
UNIQUE-SELLING POINT
• Business people
PRODUCT 1. INFORMATIVE
It is filled with information that needed by tourist, hotels,
DESCRIPTION restaurant, fabulous attraction nearer, prayer place and
WHERE TO GET THE APPLICATION
“how to get there” information. Download it on App Store or Google Play Store

2. SEAMLESS CUSTOMER EXPERIENCE

COOTi can show the user easiest way to get to places. Bus
info, train info, Grab, Taxi and so on. MORE INFORMATION
Website : www.cooti.com.my
3. REAL-TIME REVIEW Help Centre : 1-300-11-3131
User review and ratings also will be provided to help tourist Chatbot : COOTi buddy
to decide on their choice.

4. MOBILE FIRST
Payment gateway will be provided to help bookings made Social Media Platform : Search ‘COOTi’
easier and booking through COOTiPay will be given discounts
and promotion price.

5. CUSTOMER RETENTION
Loyalty program will be provided and users can use their
membership card to gain certain upgrade or free usage of
facilities.

1
BUSINESS
PARTNERS

2
 1 INTANGIBLE + tangible
COOTi travel guide mobile application focuses on intangible transformation process because COOTi is all about
providing services to the users. In marketing our service, COOTi will focus on these strategies to gain and
TRANSFORMATION preserve users’ trust and make the services seem more tangible. By bringing life to our service, users can easily
PROCESS justify their decision and action.
(Tangible/Intan
gible)

Humanize the benefits of Use metaphors and Transform the service

the service. COOTi
creates and
demonstrates an
emotional connection
between the COOTi
services and users
through promotional
video footages and
picture albums.
imagery. Descriptive
words and phrases can
help bring the service
to life.
into a tangible product
by combining it with
tangible items or
package the service.
For group travel,
COOTi provides face-
to-face consultation
and arrangement.

3
 1 CONVENIENCE / EASY TO USE (THREE-CLICK RULE)
Integration of services
We integrated our product with other important Apps like Grab, Trivago, Airbnb so that COOTi
will always be a one-stop center mobile application.
3 MOST
User’s personal account with social media / email sign up
IMPORTANT First sign up users will require two (2) easy steps to register COOTi using their social media or
CHARACTERISTICS email account; Facebook or Gmail.

Booking services
With COOTi, users can book their hotel, flight, restaurant, ticket to enter attractive places
and many more.

2 GUARANTEED SATISFACTION
COOTi points
Customers not only can collect up to 2x of loyalty points but they can convert them into a
cash back.

Ratings and Reviews

COOTi’s ratings system show the best and most favored places in Malaysia.

3 NAVIGATION AND GEOLOCATION

Search and filters option for finding popular spots and attractions
With geolocation feature detected from users’ location, COOTi will filter out all the nearby
places.

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 WHICH COMPANY
DID THAT AND IT
WAS SUCCESSFUL

• All the above mobile applications have the similar competitive advantages and defined characteristics of
products or services which consist of:
• 1. Unique and appealing User Interface (UI)
• 2. Targeted to mass market
• 3. Helpful customer support
• 4. Adapt to the users’ needs or user friendly
• 5. Mobile responsive
• 6. Highly secured
• 7. Integration of Augmented Reality (AR)
• 8. On-going innovation to meet customers’ high demands
• 9. High retention program to sustain the relationship with customers

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 COO EXPERIENTIAL LEARNING
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#letsCOOTitogether #2

Briefly describe which competitive strategy(s) would you be employing in order to compete in the industry.
Provide examples of strategies that you plan to execute. Particularly,

1. Choice of strategies; any 1 or combination

• Cost minimisation
• Product-differentiation
• Response (Time-based) strategies

2. Discussion should at least contain:

• What do you understand about the chosen strategy(s) in part (1).
• Explain at least 3 strategies (based on part 1) to be undertaken to create
sustainable competitive strategies for your business.

3. Describe which company did that and it was successful.

 PRODUCT DIFFERENTIATION – MIXED
Differentiation based on numerous characteristics. A product can be differentiated based on:
Price I Features I Performance and quality I Reliability I Looks I Channels or distribution I Complexity I Location I
Marketing efforts I After sale service

SUSTAINABLE Easy to navigate

COMPETITIVE Book your flight and hotel.
STRATEGIES FOR Discover when and where
BUSINESS to go and stay

COO
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1 i
at your fingertips
Get the latest public
transport information

Keep track of
your prayer
Find interesting places
around you

Instantly access the

latest reviews and
photos
Pay better with
COOTi Pay

Earn double rewards points

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 RESPONSE (TIME-BASED) STRATEGY
Time-based competitions is a broad-based competitive strategy which emphasizes time as the major factor for
achieving and maintaining a sustainable competitive advantage.

Time-based strategy can be implemented in the time required to propose, develop, manufacture, market and
delivering the products.
SUSTAINABLE
COMPETITIVE
STRATEGIES FOR
BUSINESS
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2 i

Timeliness Flexibility

1. Sortable search and easy 1. Price for any bookings in our apps
browsing. Find what you want will be constantly updated to give
quickly and easily. best values (Capping system).
2. Easy to navigate. 2. Digital payment (COOTi Pay) is
highly accepted at most of the
counters.

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 WHICH COMPANY
DID THAT AND IT
WAS SUCCESSFUL
• Trip Advisor believes in the power of travel and in helping the customers to make the most of every trip,
Trip Advisor will help in making the right choice when customers shop for hotels, restaurants, and
attractions. Customers will also find low airfares, free travel guides, worldwide holiday rental listings,
popular forums with advice about virtually every destination, and more. When it’s time to book, the
customers may save up to 30% on hotels, checking 200+ sites to find lowest prices and their free
mobile app is the ultimate travel companion for the customers.

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 COO EXPERIENTIAL LEARNING
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#letsCOOTitogether #3

Focusing on the capacity requirement for your business:

1. What determine the capacity of your business related to its daily operation?
• Facilities; product and service factors; process factors; human factors;
policy factors; operational factors, supply chain factors; external factors.

2. Describe your tactics to manage existing capacity to meet uncertain demand.

3. Describe your tactics to manage potential demand to suit your capacity without the need to increaase
current capacity.

1. Describe which company did that and it was successful.

 PRODUCT
TECHNOLOGY AND SERVICE PROCESS
1 FACTORS 2 3 FACTORS
FACTOS
CAPACITY OF THE Adding more servers The frequency of Simplifying COOTI's
BUSINESS IN and hardware during using the services in interfaces will
DAILY peak season to meet COOTi will give high decrease waiting time
the high number of entitlement for which increases the
OPERATIONAL customers to get
customers and their capacity of our Apps
demands. more rewards, points, dramatically.
and cash back.

SUPPLY CHAIN HUMAN

4 FACTORS 5 FACTORS
Hiring more and
Adding more affiliates
highly skilled
for example
employees can help
restaurants, choices
us to handle more
of flight and hotel et.
customers which
to give wider options
speeds up our
to the customers.
processes.

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 ADDING IMPROVING
REDESIGNING
1 PROCESS 2 3 THE
THE SERVICE
FLEXIBILITY PROCESSES
TACTICS USED TO Conducting
MANAGE EXISTING Improving server
comprehensive design Consistently improve
stability with latest
CAPACITY TO compatibility with a users experience &
essential updates on
MEET UNCERTAIN variety of mobile satisfaction by paying
software to cater all
DEMAND devices. In other attention to users’
customers’ type of
words, a mobile review.
device.
responsive (user-
friendly).

ENHANCING
4 STAFFING
To offer a
competitive
renumeration
package and benefit
to employee, to
maintain/improve
productivity and
efficiency.

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 WAYS TO ENCOURAGE USERS TO USE COOTi application:

Via server push notifications and

electronic Direct Mail (eDM)
Forewarning customers about times
TACTICS USED TO
of peak demand and possible
MANAGE waiting time so that they can
Communicate with
POTENTIAL choose other alternative times. In
customers
DEMAND TO SUIT addition, to communicate the
CURRENT customers on the on-going
CAPACITY promotion, extra mileage of
Notifications
benefits that customers may obtain
during certain period and season.

Via cost finder information

Booking price for
next mont to Langkawi Customers will be informed on the
estimated booking price changes on
RM 200/1 way
daily, weekly, or monthly basis.
RM 50/day

For example, for hotel, airline or

RM 200/night Price restaurant, the capacity will be
differentiation filled with customers if the price
are low. But our goal is always to
ensure the highest level of capacity
utilization without sacrificing the
profits.

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 WHICH COMPANY
DID THAT AND IT
WAS SUCCESSFUL
• An innovation of Google Flights is that it allows open-ended searches based on criteria other than the
destination; for example, a user may search for flights within a range of times and a budget and be
offered various destination choices. Alternatively, a user can select a destination, and Google Flights
will calculate every price for each day of the next 12 months, visualized in a graph or table. This allows
users to easily spot the cheapest date to fly to the destination.

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 COO EXPERIENTIAL LEARNING
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#letsCOOTitogether #4

Focusing on the location of your business:

1. Which of the major factors discussed in the chapter are the most critical in selecting the location for
your business?
• Industrial location: Labour productivity; Exchange rates and currency risk;
Costs; Political Risk, values and culture; Proximity to markets; Proximity
to suppliers; Proximity to competitors

• Service location: 8 determinants of volume and revenue for service firm

(Purchasing power of customer-drawing area; Service and image compatibility
with demographics of the customer-drawing area; Competition in the area;
Quality of the competition; Uniqueness of the firm’s and competitors’
locations; Physical qualities of facilities and neighbouring businesses;
Operating policies of the firm; Quality of management)

2. Justify why you decided to choose your current location.

3. Describe which company did that and it was successful

 LABOUR POLITICAL
FACTORS & 1 2 COSTS 3
PRODUCTIVITY RISK
JUSTIFICATION
IN SELECTING Choosing an ideal Choosing a location to Consistent rules and
location to attract minimize property regulations will help
BUSINESS
high skilled and labor costs will us to achieve our
LOCATION programmers and increase COOTi's vision.
Marketing team to profit which is very
- INDUSTRIAL increase sales and important for
LOCATION usability of COOTi. business expansion.

PROXIMITY COMPETITION
4 TO MARKETS 5 QUALITY

Being close to the Entering in a market

market will help us to with poor
gather more accurate competition quality
information about will help COOTI to get
customer demands. more market share.

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 WHICH COMPANY
DID THAT AND IT STRATEGY MAP INITIATIVES
WAS SUCCESSFUL
• Ground crew training
Labor productivity:
• Develop strategic and functional finance, marketing,
The availability of skills, talent and know-how required
human resource and information technology
to support the strategy.
competencies.
Growth strategy through cost: • New sources of revenue streams (new products,
Expand revenue opportunities and enhance customer market and partners)
value. • Improve profitability of existing customers.
Political risk:
Any changes that alters the expected outcome and • Ensure compliance with regulatory requirements.
value in a given economic action by changing the • Implement good environmental policies.
profitability of achieving business objectives.
• Very high due to market growth but the threats of
Competition quality: substitutes are low as the geographical structure of
Level of quality in competing in the market the company has made it viable, efficient and
convenient mode of transportation.

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 COO EXPERIENTIAL LEARNING
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#letsCOOTitogether #5

Focusing on the process design or service delivery for your business.

1. Describe each of the following key aspects of a process design in designing the process of preparing your
product or delivery your service:
• Capital intensity
• Flexibility
• Required adjustment to change

2. Show the position of your business on either

• Product process matrix (volume vs variety) OR
• Service process matrix (degree of labour vs customisation)

3. Describe which company did that and it was successful.

 More automated and less manual business
intensity
CAPITAL COOTi by default relies on automation due to most
1 INTENSITY of the operations management is conducted by
COO
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More machine and less workforce

Accompanying the adoption of technologies into the
KEY ASPECTS OF business will turn COOTi to be automotive as it
2 PROCESS relies strongly on systems but the highly skilled
A PROCESS
FLEXIBILITY manual or workforce is still needed because they
DESIGN
will be maintaining and overseeing the usage of the
systems.

Product design
REQUIRED
3 ADJUSTMENTS
COOTi will continue to enhance the User Interface
(UI) to meet customers’ demand in having simple,
fast, easy, anytime and anywhere framework.

Volume
Due to rapidly increasing of new businesses for
instance, trendy cafeterias and interesting places,
COOTi will partner with them to increase the
volume of both product and service catered by
COOTi mobile application.

Technology
The adjustment of technology made by COOTi in a
sense of to have highly systemized and software to
maintain the rule of thumb that every mobile
application should have.
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 Service process matrix (degree of labour vs customisation)

Degree of Customization
Low High

Mass Service Professional Service

POSITION OF
BUSINESS

High

Degree of Labor

Service Factory Service Shop

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Low

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 WHICH COMPANY
DID THAT AND IT
WAS SUCCESSFUL
• Trip Advisor is based on consumer involvement within every of the processes where customers chooses
their favorite product, they pay online through banking systems and they rate the products they
subscribed to. So overall, the Tripadvisor is an automated and self-serviced system which we're planning
to replicate.
• Customer involvement and automated system is highly scalable and efficient for COOTi to minimize
costs but at the same time to handle numerous users.

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