No More Obesity: A Mobile App Business Development Project

This project outlines a business plan for a mobile application, "No More Obesity," designed to combat childhood obesity. The app utilizes gamification and physical activity tracking to encourage healthy habits among children. The project includes a detailed analysis of the problem, proposed services, and the organization's vision. It identifies target customers, suppliers, and partners. A comprehensive industry analysis using Porter's Five Forces framework is presented, along with the app's strategy, value chain analysis, and key business processes. The project also explores SAP modules for process support, disruptive event management, and change management processes, including the use of SAP Solution Manager. The project also outlines data, information, and knowledge infrastructure, best practices, and appropriate systems and application landscapes, along with the use of traditional and exponential technologies. The project aims to provide a comprehensive plan for the development, launch, and sustainability of the mobile application in the market, with the goal of promoting a healthier lifestyle for children.

Running head: NO MORE OBESITY
No More Obesity
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Problem:.......................................................................................................................................3
2. Services for the prevention of Obesity........................................................................................3
3. Vision of the Organization...........................................................................................................4
4.1 Customers..................................................................................................................................4
4.2 Suppliers................................................................................................................................5
5. Industry Analysis.........................................................................................................................5
6. Strategy........................................................................................................................................7
7. Value Chain Analysis..................................................................................................................7
8. Most Important Business Processes.............................................................................................9
9. SAP Modules that will Support These Processes......................................................................10
For Sales and services, SAP Sales & Distribution Management (SD).....................................10
For the Product development and manufacturing, Production Planning (PP)........................11
For the Shared Service Delivery, Quality Management (QM)..............................................11
SAP QM Includes Following Business Processes:....................................................................12
10. Events of Different Level of Disruptive Events:.....................................................................12
11. Model for Managing High Disruptive Event...........................................................................13
11. Sense, Interpret, and Respond to Each Events (Procedurally)................................................14
12. Sense, Interpret, and Respond to Each Events (Technically)..................................................15

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13. Organization, Process, and/or Information Systems (AS-IS and TO-BE)..............................16
To-Be New Product Development Process...............................................................................17
AS-IS process for Product Development...................................................................................18
14. Change Management Process to Respond High Disruption Event.........................................19
15. SAP Solution Manager for Change Process Management......................................................19
16. Data, Information, and Knowledge Infrastructure...................................................................20
Best Practices:............................................................................................................................20
17. Appropriate Systems and Applications Landscape.................................................................21
18. Traditional and Exponential Technologies..............................................................................21
Bibliography:.................................................................................................................................22

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1. Problem:
Child obesity has been reaching to an alarming level with rapid rate. As per the
estimation made by the WHO, more than 41 million children under the age of five years are
either overweight or obese and this is not only affecting the developing nations rather it is also
spreading in developed nations. According to the report presented by the Commission on Ending
Childhood Obesity, it can be said that the numbers of the kids facing problems related to the
obesity are getting out numbered. It is the biggest concern for the world and can be categorized
into the biggest issues that the whole globe is facing and a permanent solution is needed to
eliminate such issues.
It has also been reported that the kids facing obesity at their earlier stages remain obese at
their adult age too. This is a very serious concern as this could lead to several serious issues
related to the health such as psychological, physical, and many health consequences including
high blood pressure, high cholesterol, early heart disease, bone problems, diabetes, and skin
conditions such as fungal infections, heat rash, and acne
This is nothing but a myth that obesity is a genetic disease and cannot be cured at the
early stages of kids and there are various activities and precautions that could be helpful in
eliminating the issues related to the obesity of the kids. For example: playing active indoor
games, playing activity-based video games, doing chores together, restricting time for watching
TV or using phone and many more.
2. Services for the prevention of Obesity
In this new world of technology, everyone is almost connected to smart mobile devices
including the kids and it is spreading like a fire among the youngsters. Kids love to play games

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in the mobile devices and always feel excited to play the games. A game that will be based on
various activities including reward option will be the better option and technology that will be
helpful in controlling the obesity related problems among the youngsters. This game will be
supported by all the platforms of the mobile devices including iOS and Android. This game will
be implemented with physical activities with an additional feature of ranking that will motivate
the kids to be more involved with the game. This application will also be tracking the physical
fitness of the students.
There will be many stages including the ranking that will rank the kids on the basis of
their physical activities. As mentioned there will be rewards system for real money in the form of
coupon and will be applicable to buy products from the warehouses stationary stores. Reward
will be provided at every stage but as the student passes the stages the game will become harder
and rewards and ranking will be based on that.
3. Vision of the Organization
“No More Obesity”
The main visions of the organization will be to make a world were obesity cannot be
defined and every kid will be safe from certain issues. Training kids at their very early stages can
help them in maintain a routine and behavior for the next phases of life. Targeted customers for
making this implementation successful among the young generation of the country will be the
schools and many others.

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4.1 Customers
As mentioned above targeted customers will be younger kids that are connected via
internet. Targeted customers for making this implementation successful among the young
generation of the country will be the schools and many others including the NGOs.
4.2 Suppliers
Suppliers for this project will be the sub-contractors and contractors who will be
responsible for all the deliverables of the raw materials that will be needed for the product. This
will include the programmers and the maintenance service providers.
4.3 Partners
Operating system enterprises such as Android and iOS for the platforms to distribute and
expand the application to vast users will be the basic partners.
For the reward distribution warehouse stationary owners will be the secondary partners that will
also incorporate the NGOs and schools.
5. Industry Analysis
Industry analysis could be helpful for business in understanding various concerning
economic pieces of the market place. This could also be helpful in gaining competitive
advantages in the market. For the business presented in this report Potter’s five frameworks is
being used for performing the industry analysis in manner to get over the competitors that are
already established in the market. This will help in identifying then factors that could lead to
economic profitability for the business proposed in this report.
Scope of the Market: Mobile applications are one of the biggest markets that are
trending in the world at this moment of time. These are as much popular as Smartphone and

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other mobile devices as a mobile device is nothing but just an old mobile communication product
rather than having an application that makes it a ‘smart’ device.
Competitive Rivalry: There are not many products like this one in the market that
results in minimum risk level for the company to maintain its sustainability in the market. The
greatest fear would be the non-profitable organizations those might try to help the children
without any profit. Thus will be a completely new and innovative idea that might be copied by
other organization and could lead to the arrival of new applications on the same platform.
Supplier Power: For the flexibility in the working of the organization there are two
different aspects for the well being and well operating of the organization. The first one will be
the consulting company that will be providing the platforms for the business to develop the
operating systems and second option is the stationary warehouses that will be crediting gifts after
completing the objectives of the game. However, when the supplier cost can be reduced by any
other company possibilities of moving into different company is always high.
Buyer Power: Costumers will be buying the product through online buying facilities and
will do not have major impact on the analysis of the company. There will be a free trial for the
game that will be helpful in deciding the customers whether the application is beneficial for the
kids or not thereafter it will be in-buy application on both the platforms. Moreover it can be said
that, a bulk download for an organization can be debatable according to their purposes.
Threat of Substitution: This could be stated as the room for the improvement of any
organization and if taken in positive ways it could be helpful in enhancing the performance of the
organization in all the ways. For the sustenance in the market it is being expected that there will
be a weekly competitions or league type quests that will be maintaining the sustainability in the

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market for this application. The biggest threat will be the non-profitable applications that will
provide services for free.
Threat of New Entry: Games with higher graphics and 3-D effects might be threat of
new application for the company for this regular updates related to the graphics and effects could
be recommended. In other aspects for overcoming this situation of new entry to the domain a
R&D could be helpful in adding more innovative and interesting features for making the game
more addictive and interesting.
6. Strategy
A goal has been set that needs to be achieved in a particular time that is one million
downloads in around four to five months. Porter's Genericthe Differentiation Strategy has been
being implemented to achieve the expected goals and achievements. This approach will be
helping in bringing the products with different and unique ideas to make it better and useful than
other applications that are most dominant in the market.
 This mobile application will be having a face of the game but will be involving physical
exercises based on the achievements of the game.
 Free service will be provided to a certain level and downloading will be free.
 Different rewards stages will promote the kids to get more involved with the physical
activities.
 For the better visuals and more effective exercises VR box and 4-D effects could be
implemented.

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7. Value Chain Analysis
It can be considered as the most important aspects related to the successful launching of
business and sustaining in the business industry among the competitors. Porter’s Value Chain
can be stated as the best value chain for the deployment of this mobile app in the market. This
will be helpful in focusing the systems and concentrate on the objectives that will give better
outputs for the inputs provided by the consumers of the customers. Following is the list of the
chain activities that could be implemented in this business for the better outputs:
Inbound logistics: This could be referred to the approaches that emphasis on the partners
of the company where rewards can be related to the consumers while they claim their rewards
after achieving the objectives. These will emphasis on the stationary ware house stores that will
be contributing in providing the certain rewards claimed by the consumers.
Outbound Logistics: This section will be emphasizing on the delivery of the products
and services to the consumers or the customers that will be contributed by the partners of the
organization. In this case The Android and Apple stores could be provided the responsibility to
monitor the output sources of the application.
Operations: This will be focusing on the services that are being provided to the
consumers or the user related o the use of application that is being presented in this report. It will
be concerning the hassle-free usage of the services and providing services according to the need
and demand of the customers. This will automatically be reflecting in the output of the
organization.
Procurement: This will be very simple for the organization at will be needed a certain
group of programmers who are having expertise in programming and coding. Only raw material

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for this business will be the deployment of a gaming application that will be supportable in both
iOS and Android platform.
Human Resource Management: The main purpose is to deploy a single application in
the market that is the first approach so HR management will be including training, maintaining,
and recruitment of staffs for the operational activities of the organization.
Infrastructure: The primary objective of the company will be to develop a mobile application
for that very less infrastructure will be needed however; this should be well maintained and well
organized for the smooth flow of the operational activities. Without a well maintained
infrastructure the organization will not be able to deliver the promised services.
Technological Development: For this case 3-D effects and R&D will be one of the
most important aspects related to the technological development that will be provided on the
regular updates that will be made available for the consumers in particular interval of the time.
8. Most Important Business Processes
Product development and manufacturing: this will be involving the production planning
that will be emphasizing on the plan that will be executed for the production. For this case
planning will be necessary on the user interface and ease to access the application.
Manufacturing execution is the other objective that will be covered in this section considering
the language and coding of the application. Product development and Life-Cycle Data
management will also be covered in this section for the development and successful deployment
of application in the app stores. In addition, it will be emphasizing on the data management
during the execution of the whole project.
Sales and services: this section will be emphasizing on the sales order management,
Aftermarket Sales and Services, professional-service delivery and will be helpful in managing

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the operations related to the sales and services that have been stated here. However, this will be a
free service but it will need order management once the free trial is over.
Shared service delivery: Shared service process management, financial shared services,
HCM Shared Services, Procurement shared services, and corporate shared services will be
handled under this process. This will emphasize on the services such as whether the application
is meeting the expectations of the customers or not, the business is able to provide services or
not.
9. SAP Modules that will Support These Processes
For Sales and services, SAP Sales & Distribution Management (SD)
This will be supporting the sales and services process and is a one of the most important
aspects in the SAP. Because of the high level of integration complexity of the SAP SD, it can be
used by the presented organization in manner to support the distribution and the sales activities
related to the services and the products. This will cover all the aspects related from the enquiry of
the services and products to the end delivery of the product. It can be helpful in monitoring the
plethora of the activities that will take place in the organization. This will include pre-sales
activities (products enquires), placing order, quotation, packing, pricing, picking, sales activity
(scheduling deliveries), shipment of products to customers, goods issue, billing of the products
and delivery.
Following are the activities those are involved in SAP SD

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 Set up of the Organizational Structure that involves company codes, creation of new
company, distribution channels, divisions, sales organization, plants, business area,
maintaining sales offices, storage location, and sales area.
 Assignment of Organizational Units that includes assigning individual components
those have been created in the activities mentioned above with each other as per the
designs like sales organization to company code, distribution channel to sales
organization, company code to company, and many more.
 Defining Pricing Components that includes defining condition types, condition
sequences, and condition tables
 Settlement of sales documents that includes tax-related components and billing types.
 Setting up the configuration and Customer master data records.
For the Product development and manufacturing, Production Planning (PP)
It can be defined as the process of meeting the demands of the customers with the
manufacturing capacity of the organization in manner to create procurement and production for
the component materials and finished products. It is another one of the important modules of the
SAP that could be helpful in making and tracking of the records related to the manufacturing
process flows for example actual and planned costs and many more. It has been integrated with
other SAP modules.
Following are the important objectives related to the storage location and importance of
plant in the production planning:
 Planning activities those have been being performed at Plant level.
 Production master data is being created at the Plant level.