Business Process Management Report: Dynatrix Pty Ltd Case Study

This report presents a comprehensive analysis of Business Process Management (BPM) implementation for Dynatrix Pty Ltd, a company manufacturing handheld mobile devices. The report begins by emphasizing the importance of BPM for achieving business success, highlighting benefits like increased efficiency and improved consumer focus. It then delves into a detailed problem analysis of Dynatrix's current operational challenges, including sales issues and process inefficiencies, identifying capability and performance gaps. The report provides an 'AS-IS' process analysis, a project scoping diagram, and proposes a solution by developing a 'TO-BE' process architecture with BPMN process flow diagrams. Key aspects of the proposed solution, including management processes and ERP, are discussed. The report concludes by emphasizing the necessity of BPM for continuous improvement and aligning business objectives, incorporating value chain analysis to assist in making recommendations for business growth.

Running head: BUSINESS PROCESS MANAGEMENT
Business Process Management: Dynatrix Pty Ltd
Name of the student:
Name of the university:

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Table of Contents
Introduction......................................................................................................................................2
1. BPM and strategy........................................................................................................................3
1.1 Advise on the reason for which the BMP approach has now become part of the ways
Mike’s Dynatrix business............................................................................................................3
1.2 Role of Business Process Management for business success................................................4
1.3 Benefits of Business process management............................................................................4
1.3.1 Briefly describe the meaning of value chains and how using BPM, in conjunction with
this concept, can assist Mike to improve the business.............................................................5
2. Problem analysis..........................................................................................................................6
2.1 Problems associated to the system.........................................................................................6
2.1.1 Identification of the cause of the problems.....................................................................6
2.1.2 The problem and the consequences of the problem........................................................6
2.1.3 Identification of the relevant capability gap and performance gap................................6
2.2 AS IS process for Dynatrix Pty Ltd.......................................................................................9
2.3 Development of project scoping diagram............................................................................10
3. Proposed solution.......................................................................................................................10
3.1 Development of Business Process architecture for Dynatrix Pty Ltd.....................................10
3.2 Identification of gap, revealed in the previous section, by describing a ‘To Be’ process...10
3.3Implementation of To Be’ process with a BPMN process flow diagram.............................11
3.4 Key aspects of the proposed solution..................................................................................12
Conclusion.....................................................................................................................................12
Bibliography..................................................................................................................................13

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Introduction
This report depicts the importance of implementing Business Process Management
system in a business organization to achieve measurable success, competitive advantages and
dynamic growth from commercial point of view. This report focuses on Dynatrix Pty Ltd. a
Dynatrix which is a hand held mobile like device manufacturing company. It serves their
business throughout Australia. The Dynatrix electronic device deals with human fitness and acts
as a human health condition recording machine. In order to take the resting pulse and the active
human pulse the devices are generally used. The consumers of the device are aged between 25
and 50. After analyzing the fitness agendas associated to Dynatrix Pty Ltd it is found that, due to
lack of Business Process Management factors or strategies the company is currently facing high
level challenges.
Though, in the first few years of inauguration the company was experiencing strong
growth but from 2016, the management level outcome keeps on changing. In order to mitigate
these issues, proper Business Process Management (BPM) tools and technologies are required to
be adopted by Dynatrix Pty Ltd. After analyzing the role of Business Process Management and
its benefits in the business application, it is determined in the application field of Dynatrix Pty
Ltd Business Process Management components should be definitely used. The problems
occurring in Dynatrix Pty Ltd can also be measured with the help of Business Process
Management tool that is also elaborated in this report. In addition to this, the cause of the issues,
the consequences of the problems occurred and even with the help of Business Process
Management how the performance gap and capability gap of Dynatrix Pty Ltd can be measured
is also illustrated in this report.

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1. BPM and strategy
1.1 Advise on the reason for which the BMP approach has now become part of the
ways Mike’s Dynatrix business
Due to lack of managerial level practices Mike’s company Dynatrix Pty Ltd is currently
facing huge problems those are affecting the regular profit or flow of the business organization.
The BPM system helps to integrate the IT business assets and requirement of the consumers.
Three basic capabilities are associated to the system that includes a flexible topology of business
processes, different event drive and all the declarative activity management and a collaborative
business perspective. In order to form a newly developed IT based approach for the business
operation of Dynatrix Pty Ltd, it is found that the business methodologies have recently
converged the traditional form of business.
The in house business style used by Dynatrix Pty Ltd is structurally completely different
from the others. It has been analyzed that the company holds a 4 layered organizational chart
starting from the CEO to the research and development team members. In order to serve the best
functional outcome to the consumers it is necessary to consider both the internal and external
business operations. The sales approach of Dynatrix Pty Ltd is the main reason behind the
commercial inflation of its products. Due to sudden inflation of the manufacture products the
number of consumers of the company also gets reduced. Mike follows a differentiation based
business strategy that does not concentrate on their potential competitors like heart rate
monitoring, device manufacturing company, portable blood pressure monitoring manufacturing
company. However, in order to gain measurable success from the competitive market it is very

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much necessary to concentrate on the requirement criteria of the consumers. 1.2 Introduction to
business process management
1.2 Role of Business Process Management for business success
From the present survey on the business structure of Dynatrix Pty Ltd, it is determined
that for improving this structure, it is very much necessary to consider all the necessary
determinates. Initially the company should make market segmentation based on demographic
elements and demand of the consumers. The formalized scope of Dynatrix Pty Ltd implies that
the Business process management focuses on business improvement, issue optimization,
modification and design of new processes.
The steps those are sequentially maintained through the help of Business Process
management include changes, quality, scope, budget etc. The delivery or service provides by
Dynatrix Pty Ltd is not at all appreciable from the business aspects. Due to this reason the
company is facing major level challenges. In order to mitigate these problems the company
should focus on the developing proper business process management tools and technologies.
1.3 Benefits of Business process management
In order to mitigate the sales level issues of Dynatrix Pty Ltd, the business process
management approach is recommended to be adopted due to the benefits. Business Process
Management created a new layer in the IT business architecture. The benefits of this process are
as follows:
1. Agility
2. Increased productivity
3. Efficiency and reduced risk level

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4. Compliances and transparency
5. Focus of the consumers
6. Consistency, repeatability and transferability
7. Measurability
8. Sustainability
1.3.1 Briefly describe the meaning of value chains and how using BPM, in conjunction with
this concept, can assist Mike to improve the business
The business process and value chain are complimentary to each other and from the
technical brief it has been fund that, value chain is referred to as the largest possible process
those are used by the business organization. This particular organization focuses on four different
value chain components such as individual checking and savings, business checking and savings,
new savings and product level development and business loans as well.
In order to improve the existing business of Dynatrix Pty Ltd, both the support activities
and the primary activities are required to consider. For value chain activities the primary
activities include inbound logistics, operations, outbound logistics, market and sales and
services. Whereas the support activities holds the infrastructure of the organization, its human
resource management, the technological development and the procurement development should
be undertaken to minimize the business operational and functional errors. The value chain
analysis will help Dynatrix Pty Ltd to highlight both the internal and external business strategies.
It will assist Mike to improve the existing business process of Dynatrix Pty Ltd.

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2. Problem analysis
2.1 Problems associated to the system
2.1.1 Identification of the cause of the problems
The company is mainly facing sales level issues. The delivery or service approach used
by the organization is very weak. After getting the details of the order to place by the consumers
the sales team labels the Dynatrix. As per the give order the devices are labeled and delivered to
the consumers. Even the payment processing used by Dynatrix Pty Ltd is not highly secured. The
major problem that has been identified is delay in receiving or order by customers. The major
reason behind this issue is lack of responsibility, communication, diverse policy and rules along
with paper based system.
2.1.2 The problem and the consequences of the problem
Due to preliminary negligence the company was facing major level commercial
challenges and the issues continue. In order to mitigate the challenges, the CEO contact to a
professional BPMN consultant to mitigate the managerial level issues. The balance sheet items,
other Assets including land, buildings, equipment and vehicles such as straight line depreciation,
investments, patents, and trademarks are the associated issues.
2.1.3 Identification of the relevant capability gap and performance gap
After analyzing the business background and the current performance level of the
organization it is determined that, due to complex transformation the sales team of the company
is facing major level challenges.
 Current ‘As Is’ processes

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Performance
Stock?
AS-IS TO-BE
More than
one week
Less than
one day
Yes
More than
five week
Less than
three week
No
Paper based
little
communication
ERP
software Capability
 Identification of process flow problems
 Day to day problems
 Output input problems
 Control and enablers problems
Performance and Capability gap analysis diagram
Figure 1: Performance and Capability gap analysis diagram
(Source: Created by Author)
Process flow problem
Process flow: Lots of duplicate copy and lack of responsibility
Output problem: Spending long time in order of customers

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Input problem: Long time is being spent on checking of inventory and purchase from
supplier
Control: Policy and rules along with advanced computing
Enablers: Paper based system, updating of equipment and providing training of BPM
(Business process management)

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2.2 AS IS process for Dynatrix Pty Ltd
Figure 1: AS IS business process for Dynatrix Pty Ltd
(Source: Created by author)

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2.3 Development of project scoping diagram
Figure 2: Project scoping diagram
(Source: Prieto-Gonzalez and Schubert 2016, pp-110)
3. Proposed solution
3.1 Development of Business Process architecture for Dynatrix Pty Ltd.
The business process architecture developed for Dynatrix Pty Ltd, are very much
valuable to the consumers and to the company owners as well. For this particular company the
AS IS and TO BE process with a BPMN process flow is elaborated.
3.2 Identification of gap, revealed in the previous section, by describing a ‘To Be’
process
In the previous system, communication is referred to as one of the major gaps. There is
no accurate relationship between the logistics and accounting department. Again, the suppliers

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and the purchasing department fail to connect themselves through storing accurate follow up.
Other than this there were no such system gaps.
3.3Implementation of To Be’ process with a BPMN process flow diagram
Figure 3: To Be process developed for Dynatrix Pty Ltd
(Source: Created by author)

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3.4 Key aspects of the proposed solution
There are certain key aspects in the proposed solution those are demonstrated to Mike the
CEO of Dynatrix Pty Ltd include management processes and ERP.
Conclusion
From the overall discussion it can be concluded, that for continuous business
improvement and for frequent key project as well as business improvement business process
management components are strictly required to consider by the management authority of
Dynatrix Pty Ltd. Proper business process management methods and principles should be
considered for conjugating the business objectives and expected outcome of Dynatrix Pty Ltd.
The report also demonstrated the role of business process management and business strategies in
Dynatrix Pty Ltd. Not only this but also how the problems of Dynatrix Pty Ltd can be detected
with the help of BPM are also elaborated in this report. The causes of the problems and the role
of value chain in this business are also elaborated in this report. After identification of these
issues, the way through which the performance gap and the capability gaps of Dynatrix Pty Ltd
can be determined are also illustrated in this report.

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