The reports deals with the issue of efficient IT spending on infrastructure of the company such as incompatible, unsuited and glitch-prone reservation system that has not been handling 45000 calls per day in an effective manner. Due to the fact that, the seven incompatible reservation system has not been handling the phone calls in right way, the marketing expenditure of the company has gone to waste. Do My Exams Ltd is one of the valuable and renowned second largest cruise companies,which has been founded in Norway, and it is based in Miami, Florida in the US. The ultimate mission of the company is customer centric, in which, it always strives to deliver the best vacation experience and high level of service to its clients. The threefold business strategy of the company consists of: revenue growth, reducing cost and design better cruise experience.Tom Murphy, the CIO of Do My Exams Ltd has beenfacing the problem of assuring an optimum alignment of the information technology (IT) spending with the business strategy, in order to implement controls and revamp processes.Another problem is the high staff turnover rate, also the shore side employees consist of only 3000 people and 90% of the employees were not aboard. It is recommended that the company should use the IT spending on infrastructure, in order to improve the reservation system. It would enable the company to realize the maximum efficiency via marketing, sales as well as revenue yield management capabilities. The company should allocate a sufficient amount of budget on improving customer loyalty, bolstering profit and maximizing the market share, whichcan be done by allowing the agents to use the web enabled reservation system as well as book more customized vacations for clients.Imperatively, the Do My Exams Ltd is second largest valuable and renowned cruise company that has been founded in Norway, and is based in Miami, Florida, US. The ultimate mission of the company is customer centric, in which it always strives to deliver the best vacation experience and high level of service its guest or clients. The company has been engaged in the capital expansion program. The main drivers of the company include better management of the business and increasing the access to data.
In addition to this, the threefold business strategy of the company consists of:
- Revenue growth.
- Reducing cost.
- Design better cruise experience.
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The company has contemplated to remain the market leader and grow with the passage of time, in the highly competitive market arena. Tom Murphy, the CIO of Do My Exams Ltd has been confronted with the problem of assuring the optimum alignment of the information technology (IT) spending with the business strategy, in order to implement controls and revamp the process.
The company has seven incompatible, unsuited and glitch-prone reservation systems that has have been handling 45000 calls per day in an ineffective manner. In addition to this, due to the fact that the seven incompatible reservation systems havenot been handling the phone calls in right way, the marketing spend of the company has gone to waste. It is significantly important for the company to develop the seamlesscustomer booking process, and a suite of marketing options as well as the revenue optimization tool to maximize yields.
Since, the company has various strengths in terms of strong market position, high customer rating and strong brand recognition, it is vital for the company to allocatethe funds or investment to get exposure to infrastructure. Also, a reliable contact with the guests or clients would ensure the retaining of current clients as well as the guests, and would attract new clients.
On the other hand, another problem is the high staff turnover rate, also the shore side employeesconsist of only 3000 people, and 90% of the employees were not aboard. It is important for the company to increase the number of employees, providing them training and upgrading them through automate and efficient Human resource management.
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The SWOT analysis of Do My Exams would allow the company to identify its strengths, weaknesses external threats and opportunities. The framework is as follows:
One of the significant strengths of the company is its strong position in the market, which is due to the fact that it put major emphasis on exceeding the expectations of the customers. It is the valuable second largest operator of cruise ships all around the globe, which is measured by the market capitalization and capacity. Not only this, the company has 29 cruise ships. The strong market position provides competitive edge to the company over its competitors.
Another major strength of the company is strong brand recognition due to the fact that it ownsvaluable and strong brands, and it has immensely cultivated a positive reputation among its stakeholders. The customer satisfaction is high,with major proportion of the customersservedbeingsatisfied with the friendly greeting services. Referring to the exhibit 1, it is analyzed that the company has consistent total sales from year 1998 to 2002, which shows that the company had been efficiently managing the business operations. Another strengths of the company include qualified designers, machinist and executives, advanced technology as well as the energy efficient system of cruises.
One of the major weakness of the company is that it has been primarily viewed as a luxury vacation. The fuel cost of the company is largely dependent on the market price. The uncertainty in the price of fuel is one of an inevitable expenditure for the cruise organizations which in turn makes it challenging to run the business operations in an efficient manner. Even though, the company has strategically implemented thefuel hedges for the purpose of reducing the volatility, but pass hedges have negatively influenced as a result of the unexpected movement. As such, the company must be able to reposition its fuel hedges in the low price of fuel to operate with significantly low cost of fuel.
Another weakness of the company is its inefficient allocation of IT spending, and an inefficient employee management. Not only this, the company has seven reservation systems that have not been handling 45000 calls per day in an effective manner.Also, due to the fact that the seven incompatible reservation system have not been handling the phone calls in right way, the marketing expenditure or investment of the company has gone to waste.
The company has significant market opportunity to expand the business operations. Since, in Asia, the cruising is high growth industry.The expansion strategies in Latin America and Asia would enable the company to target and access the untapped market. China also presents a great opportunity for the company, since middleeconomic class in China comprise more people as comparedtothe entire United States.
In addition to this, the company has an opportunity to remain the market leader and beat the market competition by efficiently allocating the IT spending on the reservation system and the employee management, such as on their training sessions and supply chain management. This in turn would allow the company to yield profit returns, seize market share and strengthen the market position as well.
It is imperative to note that the company has been threatened by the state of the global economy, slow growth in Asia and economic weakness in Europe, which might influence the growth projections. The exchange rate fluctuation is another threat that can posit negative effect on the profit returns of the company.Thedecline in the value of euro would most likely lower the demand in the US dollars for the European segment. The large cost is the fuel for the cruise ships’ operations and the cost of fuel would likely increase in the forthcoming years, regardless of hedging.
Another threat of the company is the fierce competition in the market that hinders the exceptional performance of the company in the market. The natural disaster and weather might also negatively affect the cruise ships when they get to the middle of the ocean. The decrease in demand as well as in the brand damage from these unfavorable events would reduce the ability of the company to meet its debt payments. Also, there is a likelihood that the company would face lawsuit and legal proceedings from those customers who had an unsatisfied and unpleasant experience, and potentially from crewmembers who had also been unsatisfied with the working conditions. The negative or unfavorable publicity might last adverse impact on the mind of customers, hence affecting the future consideration of cruises.
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|Resources/ capabilities||Valuable||Rare||Imitable||Organization||Competitive advantage|
|Positive market reputation||Yes||Yes||Yes||Yes||Long term competitive advantage|
|Leadership team||Yes||Yes||No||Yes||Strong competitive advantage|
|Awareness of brand||Yes||Yes||No||Yes||Sustainable competitive advantage|
|High customer rating||Yes||Yes||Yes||Yes||Realized sustainable competitive advantage|
The alternatives for addressing the inefficient employee management and weak reservation system are as follows:
- Intuitive, faster and powerful reservation system
Also, the newest automated functionality would help the company in saving the time of agent, shifting more control and flexibility into their hands and turning multiple phone calls into 3 easy steps. It would provide anintuitive booking experience on the basis of the travel partners’ feedback.
- The greater marketing and sales synergy.
- A modern booking approach.
- Saves staff time.
- The business is available for reservation.
- Faster payments.
- Requires an internet access.
- It is costly.
- An inefficient employee management.
The company should reduce the employee turnover rate, cross train employees, and the cost. The evaluation report of employees on clearly defined job expectation should be developed in order to assure that they receive actionable and clear input that would be applied for the greater organizational productivity. The easy to use and reliable cloud based employee evaluation software would improve the performance of the team as a whole.
- It tracks and improves the employee performance
- It cuts the employees’ cost
- Improvement in the employees’ productivity
- It generates greater benefits to the company.
- Improves the employee loyalty and retention.
- Results in recognition and reward.
- Maximizes the engagement.
- Clear accountabilities.
- Cost advantages.
- It is costly.
- Hindrance in the performance of the employees.
After taking into consideration the alternatives to address the emerging issues with the organization, it is recommended that the company should use the IT spending on infrastructure, in order to improve the reservation system, which would enable the company to realize the maximum efficiency via marketing, sales as well as the revenue yield management capabilities. The allocation of budget on an intuitive, faster and powerful reservation system would enable the company to achieve the consistent, successful and substantial result over the period of time. The functions of the reservation system include: product management, pricing management, inventory management, financials, ship public facilities management, agency management, guest or client management, CRM, revenue and yield management. By improving the reservation system, the infrastructure of the company would be improved, hence making the customers satisfied and providing marketing before they board ships.
The company should determine the solution in the long run, which includes the restoration of a better infrastructure. The company should take considerable steps in the implementation of the intuitive, powerful and an efficient reservation system, such as; it should allocate the sufficient amount of budget on improving the customer loyalty, bolstering the profit and maximizing the market share, whichcan be done by allowing the agents to use the web enabled reservation system as well as the booking of more customized vacations for guests or clients.