Learn2Drive: IS Strategy, Business Model, and Analysis Report

This report provides a comprehensive analysis of Learn2Drive, a company focused on providing driving instruction through an online platform. It begins with a description of the company's business model, utilizing a business model canvas to highlight key aspects such as mission, objectives, and key activities. The report then delves into a strategic analysis, including a Porter's Five Forces industry analysis and a PEST analysis to understand the external factors influencing the business. The findings highlight the importance of suppliers, buyers, and competitive rivalry. Furthermore, the report explores relevant technological trends and proposes an information system (IS) strategy centered on electronic customer relationship management and interactive user services. Finally, the report evaluates the proposed IS strategy and its development, providing a critical assessment of its components and management considerations.

Learn2 Drive

Table of Contents
INTRODUCTION................................................................................................................................3
1. A concise description of the company and its business model.........................................................3
2. The work and findings from your research and strategic analysis...................................................5
A) Strategic Analysis ......................................................................................................................5
B) Technological trends...................................................................................................................8
3. A description and justification of your proposed IS strategy for the company.................................8
A) Components/Resources..............................................................................................................8
B) Management................................................................................................................................9
4. A critical evaluation of your IS strategy and its development........................................................10
REFERENCES...................................................................................................................................11

Illustration Index
Illustration 1: The business model canvas............................................................................................5

INTRODUCTION
Information system is the refers to the amalgamation of human resources with technology. It
consists of storing, computing, communication and distributing informations required to run the
business activities (Kuperman, Gardnerand Pryor, 2013). Information technology plays a vital role
in collaborating important information about the business in the form of information system. The
report discusses about the significance of information system or information technology in
Learn2Drive. It was created to provide as a assistant to those learning drivers who wanted
specialised assistance. By an effective application of tools, methodologies and strategies
learn2Drive can cope with the problems and issues arising in its business prospects.
1. A CONCISE DESCRIPTION OF THE COMPANY AND ITS BUSINESS
MODEL.
Learn2drive was created with the aim to provide driving instructions and learning sessions
to new learners. Through this website learners will be able to find suitable drivers who meet with
their requirement. The research discusses about the interface of information system in Learn2Drive
business model (Klukas, Chen and Pape, 2014). As the company is new and has broomed from a
fresh idea. It is important for the owner to analyse the best IS/OT strategy in order to meet with the
objectives and vision of the company. The firm wants to serves those customers who require
assistance in getting driving lessons. The organisation provides an easy to access online website i.e.
www.learn2drive.uk.com. Learn2Drive allows self employed instructors, driving instructors and
learners to find a same platform. As per the case study, it is clear that learning drivers face a lot of
issue to find that appropriate instructor who will prove to be a perfect instructor. This platform will
be particularly built for those self employed drivers who currently are facing low income or funds.
This online website will serve as an advertising opportunity for the same. It is evident that business
is starting up and is developing new strategies to cope with the challenges faced by the business. In
order to identify the business model of Learn2drive, a business model canvas is discussed below
(Galegher, Kraut and Egido, 2014). This model is applied to analyse the main key points that help a
business to establish itself. It was created to assist business to develop a new business model with
the help of a visual chart. This is because these are the formal business blocks that help the
company to identify its sole purpose.
 Mission Statement: The mission of Learn2Drive is to create a platform where learners and
instructors can meet (Canvanizer, 2016). To generate high profitability and to raise interest

among customers who are looking for an instructor.
 Objectives: The main objective of Learn2drive is to provide professional training to new
learning drivers. And also assist those instructors who wants to find new business prospects.
 Products/Services: The main service of the business is to provide guidance and instruction
related to driving to those new drivers who want to apply for a driving license.
 Key Partners: The key partners are the instructors and tutors who will provide exceptional
guidance to the learners.
 Key Activities: The key activity will be to find customers and build a good learners traffic
for the website. To build a distribution channel that allows the learners to find instructor
directly through Learn2Drive.
Illustration 1: The business model canvas
Source: (Canvanizer, 2016)

2. THE WORK AND FINDINGS FROM YOUR RESEARCH AND
STRATEGIC ANALYSIS
A) Strategic Analysis
In order to analyse the current position of the company, it is important to conduct strategic
analysis. It is relevant for this firm to evaluate the key trends of this industry in order to find the
success factors, these will help the firm to grow and find a successive place amidst its competitors.
5 Forces Industry Analysis Model
Michael Porter identifies a model that allows the company to understand the forces that
affect the business prospects (Power, 2016). The mode is classified under five parameters i.e. threat
of new entry, buyers power, suppliers power, threat of substitute and degree of rivalry.
 Suppliers Power- Suppliers for Learn2Drive will be those people who provide information
about the new learners and interested customers. Apart from this the major emphasis is to
raise the sales of the organization. According to the context of this business, a learning firm
will focus on increasing sales by empowering driving skills among customer's through their
instructors (Galegher, Kraut and Egido, 2014). Learn2drive will have to differentiate among
its competitors by understanding specific need of the learning drivers. Suppliers will be
those instructors and freelancing drivers who will serve on behalf of the company. They may
dominate companies business activities by influencing customers. Learn2Drive will have to
make sure that they retain the sole right by giving a percentage if share to these individual.
And can main cordial relationship with them.
 Buyers power- The consumers are the main essence of this business. This is because
Learn2Drive is created to provide assistance and guidance to those learners who want to
apply for drivers licence in the United Kingdom. The consumers traffic towards the website
will be influential in attracting more customers for the organisation (Sun, 2012). In order to
maintain harmony between the consumers and the company it is important to understand
buyers knowledge in regard to the company. This is because consumers are aware about the
necessity of hiring an effective driver or instructor. They may get influenced by the range of
substitutes available in the industry. They have a high rate of dominating power over
companies strategies and policies. Learn2drive will have to make sure to contact only those
instructors and trainers who are affiliated and on training certificate issues by the concerning
regulatory authority.
 Threat of new entry- There are although low barriers to entry. As this industry is currently
growing. Thus, there are chances that threat if new entrants may hamper Learn2Drive's
profitability and stability. On the other hand, there have to be a cost advantage that can
create differentiation for Learn2Drive in the market (Dorsch, 2012). It can increase selling

of its services more by achieving a reasonable cost margin. Governments changing policy is
another threat that will affect companies business. This is because the regulatory authority
changes its policies regarding issues of license. There are set of rules that are mandatory to
be followed by the company while giving guidance to the learners. Economies of scale will
have to be raised in this organization to outstand itself from its competitors. New entries can
be a threat only when firms fails to raise output or sales by increasing pricing of the services.
In order to achieve growth prospects Learn2Drive will have to make sure to provide services
on reasonable grounds.
 Competitive Rivalry- New entrants are always a threat. Apart from this the existing
competitors are the biggest concern for Learn2drive. The extent of rivalry among this
industry can be aggressive. This is because the companies in this industry can raise cost by
providing value added services to the customers (Dhama and et.al., 2013). There are low
exit barriers in this industry, as competitors have chance to earn more particularly by raising
the level of expertise and services provide to the learners. There must be more than just
service difference between the competitors. This is because the growth for this industry is
exponentially well. It is a rising industry thus there is great scope for rivals to increase their
profitability. In order to survive this firm will have to create a brand identity of its own to
share large market share. On the other hand Learn2 drive have invested less capital, thus the
rivals can out strike company by introducing themselves with a large pocket size.
 Threat of substitutes- The firm has created a system where learners have to book and
appoint an instructor pre hand. Thus, other competitors may lure the customer's in receiving
services to them (Li, Hsieh and Rai, 2013). According to the performance of theses freelance
instructor company may face an issue where consumers may switch between companies.
Thu learn2Drive will have to create a trade off to retain customers with the company.
Pest analysis
It is an acronym used to describe the factors of external environment that affect business
directly. Learn2Drive will provide services through its website i.e. customers will book the services
through companies online website. There are external factors like political, economical, social and
technological that play an important role while analysing the environment.
 Political- The political factors mainly refers to the policies created by the government and
political parties. For example, proper security must be maintained on the tracks where
drivers are instructed (Klukas, Chen and Pape, 2014). Taxation policies must be lawfully
followed by the organisation. Learn2Drive must make sure that no human rights violation
occurs. The employees and customers have to be encouraged to follow the safety rules
mandated by the government. On the other hand this organization must follow laws related

to intellectual property right or copyrights.
 Economical- These factors highlights the economic wealth of an organisation. For example
the buyers purchasing power is known to influence business prospect (Kushnirukand et.al.,
2013). The rise in inflation or interest rate may restrict consumers interest towards
purchasing companies products. The industrial growth is another phenomenon which
influences business operations this is because if the entire industry is not substantially
increasing in wealth then the customers may lose general interest towards the same.
 Social- The society, culture, populations, demographics and lifestyle of consumers may
affect business prospect. This is because there are the para-mental factors that allows the
company to target potential customers (Demir and Krajewski, 2013). Moreover, the
consumer's lifestyle and social etiquettes can mould companies growth. Another factors are
the educational background among the customers. If the consumers are aware about the
necessity of training then this may increase consumer traffic for the company. Technological-The rate of technological advancement and innovation is rising. The
technological aspect that are currently available in the United Kingdom will prove to be
beneficial (Lim, and et.al., 2013). On the other hand, Learn2Drive will have to invest more
when it seeks to expand itself in the market. This is because it will require moire innovation.
Technological tools, methodologies, and R&D to create new strategies for the firm.
Opportunities - Threats -
 Emerging market
 Technologically advanced
 Interactive user interface
 Cost advantage
 First in Class/Industry
 Innovative
 Competitors rivalry
 Expensive process to expand
 Constant development
 Substitute services
B) Technological trends
Currently Learn2Drive has many opportunities where it can grow itself on this emerging
industry. The technological advancement are the major advantage that this organisation. This is
because company solely works through online website and thus there it has great advantage for it to
transform itself. The rising technologies that can be incorporated in the system are helpful as they
can be easily applied to the business model of the company (Castronova, Goodall and Ercan, 2013).
Learn2Drive serves customers through online portal thus there is huge scope for developing
electronic customer relationship management. These trends will provide Learn2Drive with various
advantages. This company will be able to create cost advancement amidst rising customers. On the

other hand, this will help the company in attracting more customers as well. The correct information
strategy suitable for this organisation will be to enhance electronic customer relationship
management system and creating interactive user services for the customers.
3. A DESCRIPTION AND JUSTIFICATION OF YOUR PROPOSED IS
STRATEGY FOR THE COMPANY.
A) Components/Resources
The strategy that is most appropriate as per the business context of the company is creating
electronic customer relationship management and enhancing user interface services (Hays and et.al.,
2013). In order to improve the electronic customer relationship management, Learn2Drive can
develop its own customized app where users will be able to book their services directly. Online
website can also be modified where customer can book the timing of driving classes online itself.
Apart from this the systems and software used by the form can also be modified or replaced with
new ones. On the other hand special interactive services can be introduced. Like a robotic interface
which can instruct learners while driving. A special digital room can be created where learners can
use 3D interface technology to lean about driving lessons. This will create an environment where
customers feel as if they are driving in real but contrary it will be due to the use of 3D technology.
The tracks where training will be given will be optimised with safety tools to reduce the risk of
injury to the customers. Speed limit modifiers will be planted on the entire track to allow the user to
control his/her speed (Galegher, Kraut and Egido, 2014). This information strategy will be
implemented in both customer services and marketing.
Regular monitoring will be done for those customers who have taken training from the
organisation. This will in return automatically increase customer satisfaction when regular
feedbacks will be taken with the help of the user data submitted by the customers. This can be
prioritised by training employees about the significance of these technologically advancements. By
introducing change management in the organisation, the employees will be able to cope with the
new change been implemented in the system of the organisation (Arvidsson, Holmström and
Lyytinen, 2014). The human resource department of the organisation will have to undergo technical
training. Here they will be taught about the user interface technology used. Other than this they will
also be guided about the effective management of electronic customer relationship management.
The strategy that has been implemented in the system will only grow strong when the employees
will be trained enough to understand the implication of the same. It can be analysed that the above
strategy i.e. implementing customer relationship management and user interactive services.
B) Management
The above proposed information system strategy will require to be implementing the

organisation within the next six months (Power, Sharda and Burstein, 2015). This is an ideal time
where company will have enough customer's and drivers who are willing to work with the
organisation. Although this strategy is medium term as the mangers will have to monitor whether
the desired strategy is effective in achieving profitability of the organisation or not. The strategy
will be incorporated in a decentralised structure. This is because it will require constant monitoring
and checking from the management end. Only software engineers will be able to change the or
bring in new modifications in the product. Thus, it is important to centralised the entire information
system. All the decision regarding planning will be taken cohesively by the top level management
only. This will allow the managers to gain power over the organisation activities. It is evident that
Learn2drive will be taking help of freelancing instructors and drivers (Isberg and et.al., 2013). Thus,
the major task to guide and provide learning lessons to the new learners will be in the hand of the
outsourced employees. In order to organise the employees and the trainers there must be different
system. That is the employees will help to develop and achieve growth for the organisation by
regulating information system of the organisation. Whereas the drivers and instructors hired for the
organisation will be the external force that will only raise revenue prospects of the organisation, In
order to maintain separate departments will have to be headed so that both employees and
instructors work doesn't get hampered. The human resource manager will have to make sure that
they properly understand the needs and requirements of both employees and the trainers. This is
because this will help the organisation in achieving its goals and objectives. It is important for
Learn2Drive to incorporate learning in the organisation (Höhn, Lehtonen, Rasi and Rintala, 2014).
This is because this company associates itself with use of technological tools and developments.
Thus, constant innovation and learning will help the organisation in improving its efficiencies and
profitability.
4. A CRITICAL EVALUATION OF YOUR IS STRATEGY AND ITS
DEVELOPMENT
The tools used by learn2drive to develop its information system strategy are tools like
the app, methodologies, and R&D (Terwee and et.al., 2014). The use of electronic customer
relationship management would help the company in creating customer data bank. They will be
able to track customers and their feedbacks can be taken to provide them after sales services. The
use of 3D technology will completely change the business aspect of the organisation. The
implementation of customized tracks will help to improve user interface. Customers will be
attracted by implementing these strategies in the business. On the other hand, the process used by
this organisation was firstly to analyse the factors of external environment that were impacting

business potentials. In order to this Learn2drive used industry and PEST analysis to evaluate the
industry standard and competitive rivalry in the market. By doing this company could evaluate its
strength and opportunities which it currently possesses and the threats that may hamper business
profitability. The organisation will have to constantly monitor itself to avoid any issues that may
arise in implementation of Information strategy. There are few implication attached with the same.
The rising demand of innovation in the customer may force the company to change its strategies
(Kuperman, Gardnerand Pryor, 2013). Other than this the cost of implementation and logging of
technological tools and machines is high. It will be difficult fir the organisation to cope with the rise
of cost as this may increase cost for the services as well. Ethical consideration like safety and
security of consumer data through electronic customer relationship management must be
maintained.
CONCLUSION
From the above research it is concluded that information system plays a vital role in
enhancing the efficiencies of the business model of the organisation. From the above research it can
be said that Learn2Drive requires implementing new strategies that will help it to cope with the
competition. By implementing strategies like electronic customer relationship management and user
interface services it is clear that this organisation will be able to increase its profitability. Thus, it is
concluded that information technology can help an organisation to outgrow itself in the market.

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