Strategic Analysis in Public Transport: New life Public Transport New Information Management System

This proposal is for the implementation of the new company management information system for New Life Public Transport Company. The proposed system will have various features that will enable the staffs, management and the customers to interact and use the proposed system efficiently and effectively.

nnin eadRu g h : STRATEGIC ANALYSIS IN PUBLIC TRANSPORT 1
Strategic Analysis in Public Transport:
New life Public Transport New Information Management System
[Student Name]
[University Name]

2STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
Table of Contents
NEW LIFE TRANSPORT COMPANY PROPOSAL.................................................................................3
Introduction.................................................................................................................................................3
Company’s critical success factors..............................................................................................................4
Primary objectives.......................................................................................................................................8
Mission statement........................................................................................................................................8
ormal or ani ational c artF g z h .........................................................................................................................8
rrent tem control ea neCu sys w k ss...............................................................................................................9
rrent tem lo c art and data lo dia ramCu sys F w h f w g .....................................................................................10
Primary features of the new system...........................................................................................................11
New system Proposal................................................................................................................................13
New system Technology platform.........................................................................................................13
List of financial and non financial attributes for entities........................................................................15
Four user views.....................................................................................................................................16
Potential security risks and data breaches..............................................................................................16
Appropriate accounting controls............................................................................................................16
e erenceR f ..................................................................................................................................................17

3STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
NEW LIFE TRANSPORT COMPANY PROPOSAL
Introduction
This is a new life transport company proposal for the implementation of the new company
management information system, it is a transport service company that is located in Australia
and mainly deals in the offering of the transportation services to the residence of Australia
country.
The company offers various transport services which includes cargo transportation, couriers
services, human transport and constructions materials transport services, however it started
operating in year 2010 with one branch and in year 2017 the company had opened various
branches country wide.
It had employed various staffs who includes the drivers, office clerks and also the managers in
the various branches whose records are captured and stored in the staff’s file which is stored in
the company’s office, however the company has various assets which includes the lorries, cars,
Nissans, courier services vehicles and the offices infrastructures.
This company target customers include the construction companies, the tourism companies,
private travelers, and the individuals who require hiring the car, all these people are served from
the various nearest branches which the customers find more convenient with.
The customers however visits the offices and consults the office staffs on the availability of the
services or vehicles they requires where the staffs checks on the record file and in case the
vehicle is available they are notified and they make payments to the cashier who issue them with
the receipts.
The customers upon receiving the receipts they are directed by the staffs according to the type of
service they required, however incase the customer required a car for hiring he makes the
payments and then is given the exact return time beyond which he will be penalized on return
time.

4STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
For the private travelers they make the payments at the office and they are issued the travel ticket
and are then directed to the car travelling to the paid destination, however when the customer
visit the office and request for the construction material transportation he is required to make the
payments according to the distance and the hours that the vehicle will take to transport the
materials, therefore the driver records the number of trips made and the number of hours taken in
order to know the exact amount to charge the customers.
Currently the company is not having a records management system and therefore a lot of
information is recorded in the manual files, however this mode of storing the records had caused
the loss of a lot of information regarding the payments made, the customers served and also
becomes hard to analyze the company daily and annual income in order to know how well the
company is performing.
The management team had decided to come up with the integrated management system that will
be able to link all the company’s branches which will be used by the staffs to record any
transaction made on daily basis and also it will be used by the customers to check on the
available services, the available vehicles and also to book for the services as they require.
Company’s critical success factors
There are various transport companies that are in Australia and new life Transport Company
require to strive hard to ensure that it gains a sizeable market share and also win more customers
from other transport companies operating within the country.
In order to ensure that the company is able to get a large number of customers the management
require to effect various success factors in its operation since the management require to adopt a
new way of doing things in its operation, however the company require to analyse its weakness
and the strengths of the surrounding competitors in order to surpass their performance levels,
below are the major success factors for the company to excel in the business:
1. The customer’s satisfactions.
Their abilities in provision of satisfaction to the customers in the transactions will enable the
company to retain their customers and also attract more customers as well.

5STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
2. Offering competitive price.
The company should be able to offer prices that are lower than their competitors to gain more
market share and customers.
3. Being honest, transparent and professional.
The company require training for their staffs to be honest all through their line of duty in order to
maintain confidence to their customers (Robson, 2014).
4. Courteous and good customer’s services.
The company require a good team of staffs who are able to handle the customers carefully and
with satisfaction.
5. Having an online presence
The company should be able to host an online website that will be accessed by the customers to
check and book for some services and this enable the company to reach a wide pool of customers
easily.
6. Provision of instant transport services online or through telephone call.
The company should be able to provide the service to the customer who makes calls to the
offices requesting for transport within the shortest time possible and this will win the confidence
of the customers with the company.
7. Having effective marketing strategies.
The company should be smart while advertising and also marketing their services where they are
able to convince the customers that they are the best team to work with.
8. Speed in transport services.
The company should ensure that their vehicles are serviced and they are able to deliver services
within a very short period of time without delaying their customers at all.
9. Having a strategic focus.

6STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
The company will be successful if they will be able to have good leaders, managers and planners
of the company’s various operations.
10. People in the company.
The company requires various people in the personnel, staffs, research and developments sectors
who will be able to consolidate the various ideas together for the success of the company.
11. The company operations.
The company should improve various processes and work which will be essential in maintaining
the customer’s needs and thus smooth processes will improve the customer’s satisfaction.
12. The company finance.
The finances are essential success factors of the company where the assets like infrastructures,
facilities, equipments and vehicles are required in running the company’s services.
13. The economy of scales and cost efficiencies.
The company is required to offer their customers with services that are standardised and they
should be able to offer a good amount of discount as well to the customers.
14. Industrial focus and expertises.
The company is required to emphasize on the specialization of the services where the best
experts are involved in the service delivery more efficiently.
15. Wide Networks coverage.
The company is required to meet the entire country customers need in order to ensure that the
transport services are fully optimised.
16. The implementation of IT systems.
The company should embrace the new technology and this will as a result boost the best
customer experiences and retentions where the company will install the management systems
and the necessary online systems.

7STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
17. Products offering.
The company will have this success factor where it will be able to manage and control the
flowing of goods and people that are offered transport services and also ensure that the capacity
is optimally utilised and the operation is done efficiently.
18. The introspection.
This is another success factor where the company should analyse their strength and the weakness
in order to determine where to improve in their services delivery.
19. Focusing on the strengths.
To have this as their success factor the company after identifying their current problems they
should then emphasise on their strength and them transform their weaknesses to be part of their
strengths.
20. Understanding of the customers’ needs.
This is another success factor where the company should identify the customers and their
respective needs and thus they will be able to offer some services which are tailor made as well
to satisfy their customer’s needs.
21. Offering of very competitive prices.
The good prices is another success factor where the company will be able to offer best costs
compared to any other company and thus taking advantage over the other and end up winning
more and more customers due to subsidised prices.
22. Offering good services.
The service is another success factor where the company will be able to offer services at a better
rates and charges, however the customers will be offered good services and any request is given
response and reply immediately.

8STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
Staffs Staffs Staffs Staffs Staffs Staffs
Assistant
manager
Assistant
manager
Assistant
Manager
Assistant
manager
CEO
Transport team Finance team Marketing team Technical team Administration team HR team
Transport manager Finance manager Marketing managerTechnical manager Administration manager HR manager
Senior manager Senior manager Senior manager Senior manager Senior manager Senior manager
Primary objectives
The new life transport company aims at offering best services to the people in Australia where
they aim at achieving various objectives which includes the following:
i. To be knowledgeable and always friendly in and out of the transport staffs.
ii. To provide best and flexible operations to the clients.
iii. To be truthful while offering services to the clients.
iv. To offer best and competitive prices to the customers.
v. To ensure speedy delivery of services to the esteemed customers.
Mission statement
The new life transport company mission is creation of values to the clients through delivery of
transport services solutions by moving of the products and information with efficiency and
effectiveness through the best people, system and process.
Formal organizational chart
The new life company is made of various people who are the staffs of the company and they are
assigned different roles and duties to carry out however these staffs’ works under a certain chain
of command where the top management are the head and the local staffs are on the lower side as
illustrated by the organizational chart below:
Assistant
manager
Assistant
manager

9STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
(Stair, 2011).
Current system control weakness
The new life public transport company current system is facing various challenges that require to
be fully addressed through the installation of a new system that will be able to cover the entire
organization administrators, managers and the staffs, however the table below summarises the
control weaknesses and their effects to the company.
Internal Control
Weakness
Impact Of The
Weakness
Control To Mitigate The
Weakness
Latest IT
Developments
Poor staff details records. Loss of staff records Installation of staffs
management system module
Implementing the
company’s
management
information system
Lack of good daily
transaction records.
Loss of important
transactions records
Installation of the transactions
management system module
Implementing the
company’s
management
information system
Lack of good assets
details records.
Loss of vehicles and
assets records
Installation of the assets records
management system module
Implementing the
company’s
management
information system
Poor staffs and customers
mode of communication
Poor services
delivery and
customer
dissatisfactions
Installation of the staffs and
customers communication
management system module
Implementing the
company’s
management
information system
Poor analysis of daily and
annual financial gain.
Poor decision
making in the
company.
Installation of the finance
management system module
Implementing the
company’s
management
information system
Poor storage and retrieval
of company information
Loss of valuable
time in serving the
Installation of the company
management information system
Implementing the
company’s

10STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
ATAD FLOW A AMDI GR
e li e Tran port ompanN w f s C y
tomerCus
a ierC sh
Mana erg
taS ffs
Pa or t e er icey f h s v s
i it t e compan o iceV s h y ff
ecei e pa mentR v y
e t e receiptIssu h
econcile t e incomeR h
ecei e inancial reportR v f
Mana e t e tag h s ffs
Mana e t e tran portg h s
ecei e callR v s
ecei e t e c tomerR v s h us s
irect t e c tomer to t e e icleD h us s h v h s
customers module management
information system
Poor company marketing
strategies
Stagnating with the
less number of
customers.
Installation of the marketing
online management system
module
Implementation of
company management
system
Long customer’s queues
and slow services
delivery.
Loss of customers to
the business
competitors.
Installation of the entire
company management
information system
Implementing the
company’s
management
information system
(Laudon, 2010).
Current system Flowchart and dataflow diagram
(Hickie, 2013).

11STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
Primary features of the new system
The new life public transport system is the only way to solve the current problems identified in
the current system however the new system will enhance good services delivery and good time
and resources management. The new will have various features that will enable the staffs,
management and the customers to interact and use the proposed system (Kennedy, 2012).
Below are the major features of the proposed public transport system.
i. Administrator Login module.
In this current proposed system the managers will be given the administrative privilege where
they will be able to access the entire system transactions through the system , however they will
be able to access the system after successful system login using their passwords and usernames ,
this login option ensure that the system is secures from any unauthorized access of the system or
information.
ii. The staffs login module.
The current system will be having the staffs login option where only the staffs whose records in
the system are allowed to login, however these staffs login in the system to check on the
availability of the service that is required by the customers or while trying to update any new
information regarding the new vehicle or other assets details, therefore only the recorded staffs
are permitted to have system access to ensure there is system privacy and security (McFarlan,
2011)..
iii. The customers login module
The system will have the customers login option where they will be using the username and
passwords to access the system through their users accounts, the customers will then be able to
see the available services, charges on each service, discount given on each charge and the
appropriate steps and actions followed to book or even pay for any service required.
iv. Online display system
This is a new feature of the proposed system where the system will be having an option for the
customers and visitors to see a display of the available services, vehicles and other items offered

12STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
in the company where the respective prices are indicated and the mode of booking is well
explained as well.
v. Customers online chat option
The proposed system will be having an online chatting option which will be used to facilitate the
communication between the staffs and the customers where they provide them with insight of the
type of services offered, operation hours and the services booking processes; however this option
had highly improved the level of communication and boost the customer services delivery.
vi. Online payment system.
The proposed system also is having the online payment option where the customers are able to
book and pay for the services be it transport services, the travelling seat or even a car hiring, this
option had highly assisted in the reduction of the customers queue who will be waiting to make
the payments direct to the cashier desks and thus improving the services delivery to the
company’s esteemed customers.
vii. Financial report option
The proposed system will have the option of generating the financial report to the management
team where they will be able to sit and analyze the results of the financial progress that the
company is able to make, the analysis of the report will enable the management team to make a
good decision which will be used to make relevant changes to the company’s operations.
viii. Online booking option
The proposed system will be having the online booking option that will enable the customers to
use their internet enabled devices to search and book for a services after they had analyzed the
prices of the respective services that they would like to be offered to them, after submitting the
booking option the company staffs gets the message and them get back to the customers for
further guidance.
ix. Assets recording capability.

13STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
The system will be used to record all the company’s assets which include the vehicles,
infrastructures and the necessary equipments, this option helps in the controlling of the
equipments and prevent any possible loss that can take place.
x. Staffs management capability
The new system will be used to keep the staffs details and also manage them where the managers
who are the system administrators can modify, delete or add a new staff details which the staff
will use to login with in future (Jawadekar, 2012).
xi. Receipts generation capability
The proposed system however will be having the ability to generate the receipts which will be
issued to the customers by the cashier after receiving the payments from the customers and
depositing them in the company system (O’Brien, 2010).
New system Proposal
The new life transport company is looking forward to adopt a new system that will enable it to
solve the various challenge of the company and improve its services delivery to the people,
below are the description of the proposed system and the technology that is proposed to be used
in its implementation processes.
New system Technology platform
In the development of the new system there will be use of various aspects regarding the material
requirement program (MRP), manufacturing resource planning (MRPII), and the electronic data
interchange (EDI) which will be of use in the system development and use as follows:
i. Material requirement program (MRP): This aspect will be setup to help the company
in achieving various goals which includes the planning and scheduling of the
company’s operations without use of extensive inventory.
ii. The manufacturing resource planning (MRPII): It is used in the foundations of the
MRP where the shopping floors productions plans and tracking tool is used.
iii. Electronic data interchange (EDI): This is an electronic interchanging of the business
information where a standard format is used, and therefore the company is enabled to

14STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
send information to other companies in an electronic form instead of doing it
manually.
The new proposed system will utilize new technology as it will be an online based system that
will enable the staffs and the customers to access it through the internet enabled devices,
however below are the list of technologies to be used while implementing the system:
i. Computer network.
The computer network will be installed in the company branches offices where each network
will be connected to internet services to enable the computer devices to access the internet
services.
ii. Asp.net website.
This is the online system that will be hosted on a remote server and it will be accessed by the
staffs and the customers of the company, however all the people accessing the system will be
required to use the username and their passwords as their logins credentials in order to enhance
system security.
iii. Online SQL server database system.
The proposed system will make use of the database system to store the company data and this
will be more appropriate as it will be a centralized data store which will be easy to store and
retrieve with ease.
iv. Computer devices.
The computer devices which are connected to the computer network will be used by the
company staffs to access the system and perform various operations which includes updating the
customer’s needs, chatting with the customers and also updating any customers details including
the payments and issuance of the receipts.
v. Mobile devices.
The company will require the mobile device which will be used by the staffs to access the system
and also perform some tasks while away or inside the offices, however this will as a result

15STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
increase the number of operational hours since the staffs will be able to do tasks even at their
homes conveniently, however most of the customers possesses the mobile devices and therefore
they are able to access the system create their accounts, login and book for some services at their
homes anywhere , this use of mobile phones will therefore reduce the long queues by the
customers and improve the services delivery as well.
vi. Wireless internet access.
This is another technology that will be used to ensure that the users using mobile devices can
connect to the company’s wireless network to access internet and perform their tasks
conveniently.
List of financial and non financial attributes for entities
The company system will be having various attributes that will be used in various entities as
summarized in the table below.
Entity name Attribute Data
type
Size constraints
Staffs Staffeid
Staffnames
Branch name
Role
Dateofemployment
Int
Varchar
Varchar
Varchar
varchar
20
20
20
20
20
Primary key
customers Customerid
Customernames
Nearestbranch
Contactnumber
int
Varchar
Varchar
varchar
20
20
20
20
Primary key
Managers Managerid
Staffed
Managername
Branchname
Varchar
Varchar
Varchar
Varchar
20
20
20
20
Primary key

16STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
departmentname Varchar 20
Payments Paymentid
Paymentdate
Amount
Servicename
Staffeid
customerid
Varchar
Varchar
Varchar
Varchar
Varchar
Varchar
20
20
20
20
20
20
Primary key
Foreign key
Four user views
The new proposed system will be having various views that will be used by the users of the
system where some of the views will to provide the summary of the information stored in the
computer system, below are some of the views available in the system.
i. Payments report views.
ii. Customer’s records view.
iii. Assets records views.
iv. Staffs records view.
Potential security risks and data breaches
The current proposed system has various challenges one being the security risks and the breach
of data which can happen in various ways which includes the following:
i. Interference by unauthorised person.
ii. Suffering from malicious attackers who alter data.
iii. Corrupting of data by use of virus like Trojan horse.
iv. Breakages and stealing of the computer devices.
v. Alteration of the user’s login credentials.
Appropriate accounting controls
In order to control the various system risks there will be various accounting controls to control
them which include the following:
i. Fitting metallic doors and windows in the offices for security.

17STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
ii. Installing the antivirus software in all the computers.
iii. Regular updating antivirus and other software to prevent attacks.
iv. Setting up backup devices to backup the records.
v. Ensuring that the records are backed up on daily basis.
Reference
O’Brien,A.(2010).Management Information Systems,U.S.A:
McGraw-Hill Education
Jawadekar,W.(2012). Management Information System,New York:
McGraw-Hill
McFarlan,F.(2011).Corporate Information Strategy and Management: Text and Cases,
New York:McGraw Hill.
Hickie,S.(2013). Business Information Systems: Technology, Development and Management for
the E-Business,United states:Prentice Hall
Kennedy,G.(2012).Managing Information Systems: Strategy and Organisation),
United states:Prentice Hall..
Laudon,P.(2010).Management Information Systems: Managing the Digital Firm,

18STRATEGIC ANALYSIS IN PUBLIC TRANSPORT
United states:Prentice Hall.
Stair,R.(2011).Principles of Information Systems: A Managerial Approach, New York:
Delmar Cengage Learning.
Robson,W.(2014).Strategic Management and Information Systems: An Integrated Approach,
UK:Financial Times.