M0084 – Sistem Informasi dalam Manajemen
Running Case – Group Assignment
DIRT BIKE – USA
Redesigning Dirt Bikes’ Customer Database & Using
Telecommunications Technology to Reduce Corporate Travel Expenses
Software requirements:
1. Database software
2. Web browser software
3. Word processing software
4. Electronic presentation software
Questions:
Dirt Bikes sells primarily through its distributors. It maintains a small customer database
with the following data: customer’s name, address, telephone number, model purchased,
date of purchase, and distributor. These data are collected by its distributors when they
make a sale and forwarded to Dirt Bikes. Dirt Bikes would like to be able to market more
aggressively to its customers. It would like to be able to send them e-mail notices of
special racing events and of sales on parts. It would also like to learn more about their
interests and tastes: their age, years of schooling, another sport they are interested in, and
whether they attend dirt bike racing events. Additionally Dirt Bikes would like to know
whether they own more than one motorcycle. (Some Dirt Bikes customers own two or
three motorcycles from Dirt Bikes USA or other manufacturers). If a motorcycle was
purchased from Dirt Bikes, the company would like to know the date of purchase, model
purchased, and distributor. If the customer owns a non-Dirt Bikes motorcycle, the
company would like to know the manufacturer and model of the other motorcycle (or
motorcycles), and the distributor from whom that motorcycle was purchased.
And also, Dirt Bikes’ senior management is worried about the rise in corporate travel
expenses. A number Dirt Bikes employees spend a great deal of time on the road.
Designers and engineers are increasingly traveling to conferences and training programs
to learn about the latest trends and technologies in their field; sales and marketing
specialists are constantly visiting distributors or making presentations at dirt bike races
and trade shows. Managers would like to find more efficient and cost-effective ways of
keeping in touch with people inside and outside the company. (They rely primarily on
the company telephone system and on cell phones.) The company has paid for trips to
trade shows, conferences and training programs.
1. Redesign Dirt Bikes’ customer database so that it can store and provide the
information needed for marketing. You will need to come up with a design for
the new customer database and then implement that design using database
software. Populate your new database with at least 10 records.
2. Develop several reports that would be of great interest to Dirt Bikes’ marketing
and sales department (such as lists of repeat Dirt Bike customers, Dirt Bike
customers that attend racing events, or the average age and years of schooling of
Dirt Bikes customers) and print them out.
3. You have been asked to write a report on how the company could better utilize
telecommunications technology and applications to reduce travel time and
expense. Your report should answer the following questions:
• What telecommunications applications would be most useful to help Dirt
Bikes cut down on travel and communication costs?
• What specific work activities that could benefit from these
telecommunications applications.
• Use the Web to find out the cost of purchasing, installing and using each
of the technologies/applications you identify.
• Use electronic presentation software to summarize your findings for
management.