Enterprise Architecture Modelling: Valentino Case Study Analysis

This project models the enterprise architecture of Valentino, a personal introduction agency, providing a comprehensive analysis of its business operations. The project begins with an introduction to enterprise architecture and its importance, followed by an overview of Valentino's evolution, mission, and business benefits. It delves into the application of various analytical tools such as MOST, SWOT, and PESTLE analyses to understand Valentino's strengths, weaknesses, opportunities, threats, and external environment. The project also covers the development of a project initiation product, cost-benefit analysis, and the production of a requirement catalogue, including functional and non-functional requirements. Furthermore, it explores the use of a case model and class model of the required system, along with the human stakeholder aspects. Finally, it includes the benefits of the Zachman framework and its application to Valentino's architecture, providing a complete and insightful analysis of the agency's enterprise architecture.

MODELLING ENTERPRISE ARCHITECTURES
COURSEWORK 1
STUDENT ID:
STUDENT NAME:
PROFESSOR NAME:
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Table of Contents
Introduction......................................................................................................................................2
1) Evolution, Motto and Business Benefits of Valentino................................................................2
2) Developing project initiation product........................................................................................10
3) Producing a requirement catalogue...........................................................................................11
4) Using case model of the required system..................................................................................13
5) Producing class model of the required system..........................................................................16
6. Human stakeholder aspect of dating agency with respect to the case study of Valentinos.......17
7) a) The benefits of Zachman framework....................................................................................19
b) Drawing a Zachman’s framework with Valentinos..................................................................20
Conclusion.....................................................................................................................................21
Reference List................................................................................................................................22
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Introduction
In order to run a business successfully, it is very important for the marketers to study the
Enterprise Architecture of that domain. Conducting regular enterprise analysis, efficient
designing, effective planning and proper implementation play an essential role in any firm. In
addition, the variation and up gradation in the technology in order to make the application more
users friendly is also very important. The thesis statement of the study is to deliver a clear idea
about the practices of Modelling of an Enterprise Architecture as per to the needs of the end
users. Moreover, it explains how to make it more efficient and useful for them. It will state about
the Enterprise Architecture Modelling of a leading Personal Introduction Agency, ‘Valentino’.
1) Evolution, Motto and Business Benefits of Valentino
Since the origin of humanity, every individual has been experiencing the need of a partner at
some point in his or her life. Some of them have been successful while many others did not have
a favourable result in finding a match for them. Since the last few decades, the trend of
matchmaking by a middle party has come into existence in various parts of the world including
Britain. Valentino has been acting as a successful matchmaker as it follows some of the very
efficient techniques to run its business. It focuses on major practices and analysis techniques like
MOST, SWOT and PESTLE.
Valentinos’ Mission Statement: In 1976, a Personal Introduction Agency named ‘Valentino’
came into existence and has been performing the role of matchmaking successfully since then.
As per to the latest reports, more than eight million men and women are single in the age group
of 18 to 64. Valentino introduces them according to their requirements, personal preferences,
locations and several other factors. Valentino offers a yearly membership of 150 Pounds and
makes the clients interact with each other via, emails, telephones, posts or any other means
preferred by the clients. In addition, Valentino claims to provide the best value for money and
follows the privacy protocols of the clients very strictly.
MOST Analysis: It is a very efficient tool and a highly structured model that aims to deliver a
clear vision about the targets to the workers. It eliminates the communication barriers among
different level of an organisation and aims to make the employees work efficiently, using
feasible and useful tactics to meet the goals set by the organisation As opined by (Ericson 2015,
p.23). Every, big firm including Valentino follows this methodology in order to make the
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intended goal successful. Following are the MOST description details used by Valentino.
Fig 1: MOST Analysis
Source: (Berger, 2013, p.27)
 Mission: It means that the actual purpose and objectives of the Organisation need to be
discussed and every team member should have a clear idea about the Mission to be
carried out in coordination with them (Berger, 2013, p.26). It also includes the review of
mission during or even after the execution. The mission of Valentino is to establish a
connection between single people. In addition, it also intends to deliver useful advice to
the beginners about their first date and any other important things. For this purpose,
Valentino has a very well experienced staff.
Fig 2: Mission and Objectives
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Source: Source: (Berger, 2013, p.29)
 Objectives: The Objectives are the sub-segments of Mission, which mean the set of
individual goals that need to be met in order to succeed at the organisational level. This
further includes the Planning and Decision making about the objectives. After planning
of a road map, the measures need to be followed to implement them correctly. The
SMART factors that are Specific, Measurable, Achievable, Realistic and Timely factors
are essential parameters for objectives recognition and implementation (McIvor, 2016,
p.51). Valentino has set its objectives as per to the client's needs. It has a separate
department for data collection, matchmaking, and communication with clients, reviews
check, queries resolution and customer’s feedback.
 Strategies: The Strategies segment consists of the analysis of all the possible methods
and options available to achieve the objectives. The study of the pros and cons of those
methods and choosing the right one forms the correct strategy (Grant, 2016, p.64).
Valentino realised that majority of the people were looking for long-term relationship. In
addition, it made maximum use of modern technology along with personal touch. With
the increasing usage of Telephone and Internet, Valentino started operating multiple
phone lines and E-mail registration services. In addition, after realising, the customer’s
privacy concerns, it also implemented strict rules for Data Protection Act.
 Tactics: Tactics are the methods required to follow to work on the strategies. This
includes looking for the shortest and most efficient way to do a task without
compromising the work quality (Fliesher and Benssousan, 2016, p.82). The Valentino
assures the best value for the client’s money and has a very easy way for payment. It also
does the verification of clients efficiently within a short period.
Fig 3: Tactics
Source: (Berger, 2013, p.31)
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Business Benefits of Valentino: The Valentino has been benefiting a lot from this business and
as a result, it soon expanded to cover the whole of UK. It provides six compatible members for
an individual in nearby areas, which is considered a worthy outcome for 150 Pounds. Due to
strict regulations for Data Protection and privacy, it has successfully gained the trust of its clients
and over 70,000 clients join every year. Hence, Valentino manages to earn a good financial
profit.
Balanced Business Scorecards: It is a strategic and management planning tool used to monitor
and track the progress and reports of a business. Many companies and their management teams
to observe the status of goals and the required improvement in any segment use it (Hoque, 2014,
p.95). I consist of four perspectives that are adequately followed by Valentino to make a note of
the desired outcome and the actual progress.
Fig 4: Balanced Business Scorecards
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Source: (Hoque, 2014, p.99)
 Financial Perspective: This is regarding the revenue generated and the increase in
company’s annual profit. This is measured mostly every quarter and Return on Equity or
the ROE is calculated accordingly (Bhattacharya et al. 2014, p.116). The revenue
earnings of Valentino easily go beyond 10 million Euros every year. As a result, the
market share of Valentino is also increasing every year.
 Customer Perspective: This refers to the customer’s assumptions about the company
(Rothaermel, 2015, p.147). Here, Valentino has successfully won the trust of the users
and the clients have been very satisfied with the services of Valentino. Because of careful
observations and classifications of clients based on the choices and expectations,
Valentino has received positive feedback from users.
 Internal Business Perspective: This means how an Organisation enhances the methods
of business for better outcomes (Cooper, Ezzamel and Qu, 2016, p.159). With time,
Valentino has upgraded from letters to E-mails and SMS options. As a result, it is still
surviving well despite having many competitors.
 Innovation and Learning Perspective: This means induction of new ideas and
implementation of the suggestions collected from the customers. Valentino has exercised
many unique ideas to verify the client's’ whereabouts to avoid any fake profiling and
inconvenience to genuine people.
SWOT Analysis: The Strength, Weakness, Opportunities and Threats or the SWOT analysis is a
very common way used by almost every organisation including Valentino to improve business
(Bull et al. 2016, p.183).
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Fig 5: SWOT Analysis
Source: (Bull et al. 2016, p.186)
 Strength: These are the advantages that an Organisation has. Valentino has been running
successfully since 1976 hence has the advantage of experience compared to other
counterparts.
 Weakness: These are the things a company should avoid or improve. The only weakness
for Valentino that appears so far is the cost. Not every single individual can afford the
prescribed cost. Hence, he has to think before registering.
 Opportunities: These are the changes in social pattern and policies that can be useful.
The fact, that there are many people without a partner is the sole opportunity for
Valentino to expand its business.
 Threats: These are the obstacles an Organisation faces consisting usually of competitor’s
study. There are many competitors in the market with extremely good services. Hence,
Valentino has to improve itself without increasing the cost.
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PESTLE Analysis: PESTLE Analysis consists of a set of factors that altogether act as a tool to
analyse the external environment that affects the performance of an organisation (Zalengera et al.
2014, p.173). It consists of the following factors that also influenced Valentino.
Fig 6: PESTLE Analysis
Source: (Zalengera et al. 2014, p.175)
 Political: Government Stability and Global influences make the management of
Valentino to work more towards making the business immune to constantly changing
parameters.
 Economic: The Economic growth has to be reasonable despite challenges. Increasing
cost of resources restrict the customers to spend money for dating services. Hence,
Valentino has to make it economic for clients keeping its profit margin.
 Social/Cultural: The demographic influences and lifestyle factors of user’s matter a lot
to decide the action plan of business roadmaps. After recognising the needs to people,
Valentino has adjusted its outcome accordingly.
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 Technology: Technology has played a tremendous role to make Valentino accessible to
many people. They are now reaching out here by Telephones and Emails.
 Legal: The tax policies keep changing with the judicial system. Moreover, the Valentino
has to deliver adequate employment figures with proper laws of health and safety.
 Environment: The functioning of Valentino has to vary with the attitudes of customers,
the basic rules of regulations and restrictions.
2) Developing project initiation product
a) plan suggestion:
The IS/IT projects is an information of system and information technology that help the company
to deliver the products on time. In addition, it also helps to make the perfect use of the budget.
The strategies are well implemented if there is a positive involvement of all the stakeholders.
However, the project's requirements might differ from each other, still, the basic objectives are
always the same. Mainly the project analysis process includes management of lifecycle of the
service, allocating responsibility of each individual (Dabbagh and Lee, 2014, p.14). These all
elements help Valentinoss to increase their cost benefits yearly.
b) Cost-benefit analysis:
The cost benefit analysis refers to the process of analysing the situation and taking appropriate
steps as per necessary. Evaluating this, Valentinos's would be able to identify their profits and
according to the profit, they would be able to allocate next year's budget.
Cost benefit analysis
members 70,000
Payment per head 150
Total Returns 10,500,000
Stakeholders cost 70,000
System cost 43,000
Maintenance cost 9,900
Other costs 7,000
Total revenue 10,370,100
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3) Producing a requirement catalogue
Some major elements in a business are very necessary those assist the business to collapse at an
early stage. Previously many examples are there, where many established organisations were
doomed due to not maintaining the requirements. The amalgamation of the functional and non-
functional requirement is two of them.
Figure 7: the functional and non-functional requirement
(Source: Khan et al. 2016, p.12).
Functional requirements:
i) Business rules: It is one of the most important functional requirement in the scenario of
Valentinos, where the organisation made a set of rules and regulation that helps them to stick to
the basic policies to serve the clients.
ii) Transactional correction: It is a profitable organisation, thus, they concentrate on making
the profit by the payment that their clients make, for the reason they make sure that all their
transaction systems are going on correctly. In any organisation, if the transactional correction is
not right then they do not progress (Khan et al. 2016, p.11). The company takes 150 pounds from
each of their clients for a month's subscription, the transaction are done in both online and
offline, for the reason the transactional process needs to be hassle free for their clients and for
any reason if any discrepancy happens then they need to correct it with the assistance of their
executives.
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iii) Adjustments and cancellations: In the flow of the business many changes needed to make
for Valentinos, contract cancellation is one of them. In this scenario institution needed to make
adjustments.
iv) Authentication: In this element, Valentinos focuses on maintaining a authenticate profile
and they even try to go through a strict authentication process of their clients. Many case
scenarios are there, where the users create fake profiles to find a proper date, for the reason the
company always needs to authenticate the entire details of the customers (Rahman and Ripon,
2014, p.1496). This can be done effectively if the company does not accept any P.O box numbers
or temporary address. The company always need to validate their real address with the original id
proof.
v) Authorization level: In this department, Valentinos has different segments in the workplace,
where they divided the authorised people according to the requirement.
vi) Audit tracking: In audit tracking, Valentinos needs to track their budget by calculating their
investment and earnings.
vii) External interface: The external interface evaluates the factors outside Valentinos’s
technological process, where they work in a private network, as most of their jobs are online.
viii) Certification requirements: In this segment, the organisation needs to judge the quality,
characteristics of their clients and the service they are providing.
ix) Reporting requirement: the dating organisation in this section needs to instruct all their
department to report online in time about all the daily processings that are going on.
x) Legal or regulatory requirements: In the scenario of Valentinos this element is very
necessary, as they need to follow some major or minor legislation procedures internally or
externally in the institution to run the business in an organised way.
Non-functional requirements:
i) Creating a framework that attracts the clients: Valentinos is a profitable organisation for
the reason they need to create a framework or basic structure that would help the institution to
bring more customers (Chen et al. 2014, p.561). The framework might be the offers they are
giving to the people or the types of work policies they maintain to give a high-quality service.
ii) Cost controlling: the cost control system varies from controlling the institutional budget or
determining the amount of price that their customers are going to pay to receive the service. In
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