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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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• Product Leadership: because WNZ's strategy is to adapt its products and operations to the young and new market. All the modifications it is doing is with the only purpose of satisfy the high-tech oriented consumers. Moreover, it is constantly revising the market's reactions/opinions to its products through forums and customer service in order to improve its performance. Also, it has put effort on expanding its market and be the best at the products it offers.

a. What would be the most important secondary driver/focus for WNZ? Why?

• Customer Intimacy: I think this is the second driver because WNZ is constantly in touch with its customers through forums and blogs. The case even refers to customers as WNZ's business partners. The company takes in consideration the clients opinions very seriously and, consequently, adapt its operations and products to their requirements and preferences.

b. Complete the table below (note: provide at least 7 more examples):

Key operations-level (i.e. day-to-day) business activities/transactions

Associated information requirements

Repurpose Web content to create new multi-media products

• photo libraries

• story/news article libraries

• video and audio libraries

• Google “interest” survey data

• Web site sales data

Collect information concerning latest and interesting events

♣ Interesting story

♣ Witnesses' / viewers' testimonials

♣ Location and time information

Capture footage/photographs of histories

♣ Location and time information of the event/story

♣ Consent/permission to capture media of the event

♣ Engaging story

Editing new posts content

♣ Footage and related informational content

♣ Format, structure and design for news/stories/webpage

♣ Terms, rules, regulations for editing

Revise customers' trending topics/interests/suggestions

♣ Tweets, forums and blogs information

♣ Customer Service gathered information

♣ Customers' evaluation/ranking/comments to the company

Managing and spreading information and news

♣ Customers' demographic and geographical information

♣ Markets' behaviors (number and kind of subscriptions)

♣ Social media, webpage, e-mail

♣ Customers' interests and preferences organized into demographic and geographical divisions

Managing tangible information/documents/products

♣ Customers' mail addresses

♣ Customers' subscription information

♣ Interesting stories with its visuals (photographs)

♣ Documents' organization criteria (methodology to organize them)

Web portals maintenance

♣ Date and type of information posted

♣ New events/stories

Other departments' management (like HR and legal processes)

♣ Company's operations policies

♣ Company's and national regulations to follow (like legal procedures and privacy terms)

2. For each information requirement you identified in Column 2 of Question 1, explain what types of application software would most effectively enable the management of these information requirements for WNZ Media Corporation. In the last column describe how this investment has improved operations efficiency and/or effectiveness.

Information requirement (copy from question 1, column 2)

Enabling application software

Operations benefit

• photo libraries

• story/news article libraries

• video and audio libraries

• Google “interest” survey data

• Web site sales data

• content management

• multi-media library system

• shopping cart system

• DSS system

• leverage of existing assets

• increased revenue from existing assets

• targeted selling driven by customer data

♣ Interesting story

♣ Witnesses' / viewers' testimonials

♣ Location and time information

• Intranet

• DSS system

• KMS system

• General websites

• Quick and certain notification of events

• News can be covered before competitors (competitive advantage)

♣ Location and time information of the event/story

♣ Consent/permission to capture media of the event

♣ Engaging story

• Public relations system

• Public internet

• Intranet

• Legal website

• Reduces number of legal issues to deal with

• Improves competitive advantage (updates and speed)

♣ Footage and related informational content

♣ Format, structure and design for news/stories/webpage

♣ Terms, rules, regulations for editing

• ERP systems

• Editing programs/software

• Provide the most sophisticated/latest tools to speed up the editing process

• More design options to use

• Less errors/mistakes at publications

♣ Tweets, forums and blogs information

♣ Customer Service gathered information

♣ Customers' evaluation/ranking/comments to the company

• Social media webpages

• KMS system

• CRM system

• Let WNZ to provide more accurate information to the target customers

• Strengths WNZ's customer relationship competitive advantage

♣ Customers' demographic and geographical information

♣ Markets' behaviors (number and kind of subscriptions)

♣ Social media, webpage, e-mail

♣ Customers' interests and preferences organized into demographic and geographical divisions

• CRM system

• Social media webpages

• Geographical system

• Improves service and products' distribution

• More accurate service and products offered to customers

• Improves customers relationships with the company

• Increase customers' loyalty

♣ Customers' mail addresses

♣ Customers' subscription information

♣ Interesting stories with its visuals (photographs)

♣ Documents' organization criteria (methodology to organize them)

• CRM system

• SCHM system

• POS system

• Reduce errors on shipping and logistics

• Better control of the shipping information

• More organized management and control of the tangible information

• Improve customers' relationship with the firm

♣ Date and type of information posted

♣ New events/stories

• CRM system

• Internet (public)

• Posts about the latest information

• Value offer to the public (competitive advantage)

♣ Company's operations policies

♣ Company's and national regulations to follow (like legal procedures and privacy terms)

• Public relations system

• Legal systems

• Intranet

• Legal webpages

• Improves the firm's reputation and image

• Creates a good work environment for employees

• Reduces number of issues/legal problems to deal with

Note: Most business requirements align with multiple enabling application systems. Be inclusive here in your thinking!

3. In addition to the software applications you listed in Question 2, WNZ Media Corporation needs an information technology (IT) infrastructure.  This consists of the hardware and system software used to support the applications mentioned previously (but not the applications themselves). Fill in the table below with your recommendations for the various components of this infrastructure, and be as specific as possible.

IT product, component, or standard

Value to the business

• Linux operating system for WNZ server

• WNZ has highly skilled technical people who can run Linux

• lower TCO for server operations

• strong, reliable product

• more dependable server performance

• LAN

• Connects local networks

• Protects the shared information

• Improves work procedures (because of the interconnection)

• WAN

• Let the company communicates with other connections

• Improves work procedures

• Intranet/Extranet

• Improves company's communication between different departments

• Improves communication with customers

• Mobile Devices

• The company can be connected despite the employees' location

• Easier contact between employees

• Computers at the office

• Provides employees where to work on

• Enables employees' and firm communication despite their location

• Ease data sharing

• Web server

• Gives the company's presentation (public image)

• Produces revenues through visits, subscribers and advertisements

• Provides easy access to the company's information and offers

• DMBS

• Improves the database management

• Organizes and prioritize information for creating new products (news)

• Standardized the information on the databases

• Mainframe

• Secures the stored information

• Helps the firm save money on security systems and TCO

• Eases the access to information

• Firewall

• Secures and protects the sored information from malwares and threats

• Less TCO over time

4. Describe in Column 1 how WNZ Media Corporation could use information management and information technology for business process management and control (note: include at least 7 more examples). For each opportunity, identify in column 2 where WNZ will turn for the information required for management and control. In the last column identify the benefits these uses will provide to the corporation.

Opportunity for management and control (M&C)

Sources of M&C information

Benefits to WNZ

• manage the sales of repurposed content to ensure the right mix of products and a satisfactory return on investment

• Web shopping cart data

• DSS reports employing Google data

• accounting system analysis of product by product profits

• improve sales

• eliminate unprofitable items or market them better

• prioritize production of new products

• improve profitability of product line(s)

• Manage customer service

• CRM

• POS

• Assess customers' satisfaction

• Improve on quality of the products to satisfy clients' expectations

• Solve issues with clients

• Reports through the company

• ERP system

• DSS

• Analyze the company's performance on the reports

• Identify better options for the procedures in order to improve results

• Improves communication among the company

• Projects Management

• KMS

• DSS

• Projects' goals

• Previous projects' results

• Project's features (time, scope and budget)

• Have better control of the projects' development

• Can help to future projects

• Improves the communication among the project's participants

• Helps to follow the project's features

• Increases the success probability of the project

• Finances and Accounting department

• CRM

• POS

• Sales information

• Helps to plan company's strategy

• Identifies which strategies did or didn't worked out on each market segment

• HR department

• ERP

• HR management programs

• Improves employees' satisfaction and work wellness

• Provides a more accurate performance assessment

• SCHM and operations management

• SCHM systems

• Shipping features (shipping schedule and locations)

• Inventory management

• Website management

• POS

• Monitors the track of each shipment and products' distribution

• Improves supply chain operations (reduces TCO and increases the competitive advantage)

• Increases customers' satisfaction

• Result Analysis (quality and goals standard management)

• KMS

• DSS

• Informs the company of its performance each year

• Can identify areas of improvement in the company's operations

• Can recognize and award employees' good performance

5. Describe in Column 1 how WNZ Media Corporation could use information to innovate for the future (note: include at least 7 more examples). For each opportunity, identify in column 2 where the information for these processes will come from. In the last column identify what benefits these uses will provide to WNZ Media Corporation.

Opportunity for innovation

Sources of learning/innovation information

Benefits to WZN

• Emergence of the Kindle as a content distribution platform

• Amazon sales data and other consumer information

• incidence of use of Kindle by other content publishers

• technical info on product and its fit with WNZ offerings

• Potential new distribution channel

• opportunity to reuse and repurpose more content to increase sales and profits

• reaching customers who cannot connect to the Web because they are traveling

• Social media

• Social networks

• Consumers' proposals and research

• Improves company's presences on social media

• Connects with customers

• Access to more customers' opinions

• Mobile devices technology (mobile apps, messages…)

• Marketing research

• Other companies' technology investment reports/cases

• Smartphone applications market

• Can attack to new younger markets

• Utilizes the smartphones popularity

• New companies acquisitions

• Company's reports and mission, goals statements

• Risk analysis

• Company's history

• Can learn from those companies' previous experiences

• Gains new markets

• Change target market (to one with more specified interest/preferences)

• Surveys and market research

• Trending topics

• Demographic information

• Will more easily satisfy and meet customers' satisfaction

• Will expand its market

• Will increase WNZ's competitiveness and adaptability in new markets

• Research and development

• New trending topics and innovation technologies

• Can give a competitive advantage on being always ahead from competitors

• Company can stay updated

• Strength marketing campaign (online)

• Consumers' research/surveys (how they contact WNZ or how they heard about it)

• Costs of advertisements

• Profits can potentially increase

• Can stay more connected to customers

• Improves company's market presence

• Innovate its products offerings (news' design, more use of media)

• Customers' suggestions/research

• Marketing research (what the markets are looking for)

• Company's capabilities

• Improves its competitive advantage on innovation

• Differentiates the company from competitors (new offering)

• Increase customer loyalty

• Can provide new products such as live news via online

• Will increase company's popularity

6. What are the legal and ethical issues involved in each of the following scenarios, and how would you recommend that they be handled?

a. WNZ Media Corporation collects, edits, and publishes a wide range of information as news stories and documentaries based upon work done by its own employees in the field. What are the legal and/or ethical issues raised by these practices, and how should WZN address them to mitigate risk for the corporation?

Legal Issue

Ethical issue

Mitigations

Who owns the content?

What are WNZ's rights to use or repurpose the content?

• Obtain copyright where possible

• obtain permissions from owner

• review extent to which content can be used and limit use accordingly

Authorship payments

The works' authors have to be paid and recognized

♣ Bonuses or salary increase depending on the work's impact

♣ Copyright payment (purchase the copyrights)

Does the author agrees on sharing his work?

The author probably doesn't want his/her work to be published and doesn't give consent to do that.

♣ Exchange the consent for a payment (purchase the authorship)

♣ Write on the contract a clause to give the publication/authorship consent

Are the published works respectful to copyright/privacy law and rights?

The publications need to follow some privacy and ethical rules in order to be respectful and suitable for the public.

♣ Follow the copyright and privacy laws

♣ Assure to follow and respect terms of use (could be mentioned on the employee's contract)

♣ Introduce employees on the copyright and privacy area to make awareness of this type of issues

b. WNZ Media Corporation collects, edits, and publishes a wide range of information as news stories and documentaries based upon public/customer submissions. What are the legal and/or ethical issues raised by these practices, and how should WZN address them to mitigate risk for the corporation?

Legal Issue

Ethical issue

Mitigations

Who owns the content?

What are WNZ's rights to use or repurpose the content?

• Obtain copyright where possible

• obtain permissions from owner

• review extent to which content can be used and limit use accordingly

Did WNZ followed the right legal procedure to do that?

The company needs to follow very carefully the copyright and privacy law

♣ Develop well-defined information's terms of use for the customers.

♣ Ask the author's permission to repurpose the information

♣ Give credit/payment to the author

Would it be considered as plagiarism?

Because the information wasn't generated by WNZ, some publications can be considered as plagiarism  

♣ Cite/refer to the original author

♣ Paraphrase the given information to avoid replications

Did WNZ went through the right procedure to obtain the rights to reuse/repurpose the information?

The client's are not being rewarded with any kind of benefit for their work, and are not part of the company (on legal terms)

♣ Ask the client's consent to use the given information through ‘terms of use' or via contract/document

♣ Give credit to the author

♣ Buy the authorship rights

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