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Internal and External Customers
BIS/303
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Internal and External Customers
Business world is surrounding by many business fields, but the tourist and resort is one of
them and is focus the pleased tourists and make them feel comfortable and relax by enjoining
vacation. Baderman Island Resort is focus on provide the best service to guests by explaining
them how the services work. The guide tourist explains each guest about old and new services
provided by the resort and how to use them properly. Some services are visitor center,
transportation, spa, and restaurants. Apollo stated, “Surrounded by the shores of the Kelsey
River, Baderman Island is a self-contained, all-inclusive resort destination. The Island features
an array of restaurants, three different hotels to meet your individual needs, and an almost
unlimited list of activities to entertain and relax you” (Apollo, 2011). Marketing a resort is easy,
but reaching different guests income levels and offer them the best deal is difficult but not
impossible to deal with. Advertising and marketing are easy terms, however; they are difficult to
develop because businesses have to know how to identify IT applications, identify data received,
and how to do IT applications measure.
Boardman Management Group (BMG) has recently occupied the second floor of
the Meredith Visitor Center on Baderman Island. The move to the island will help BMG better
manage the self-contained, all-inclusive resort and spa. To manage all of the physical servers,
network devices, and applications Baderman requires, virtualization will be deployed.
Virtualization is, “technology that allows for the abstraction of computing resources. Virtualized
resources can be presented to users and applications in the most logical way possible, without
regard to the physical characteristics of the resources themselves” (Ortiz, 2007).
BMG realizes that server virtualization will save money due to fewer physical machines
to purchase and maintain. BMG can then buildits intranet and extranet and better service its
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internal and external customers. Capitalization on virtual storage can be realized as storage prices
are decreasing. BMG could then develop its own cloud allowing the firm to provide applications
and data to the hotels, restaurants, convention center, and other amenities operating on the island.
Once expansion project gets underway, BMG will deploy more virtual machines quickly to
accommodate any additional capacity without spending large amounts of capital.
Maximum efficiency through cost reductions and better utilizationwill help the BMG
achieve a competitive advantage. Self-managementof infrastructure with fewer resources and
less capital allows BMG to apply funds to other projects on the island. Virtualization aids in
property management on many fronts, including helping with managing its human capital.
Subject matter experts are developed as employeesbetter learn the products or services provided
in which they specialize.
A critical business function for Baderman Island Resort is Supply Chain Management
(SCM). All of the major amenities on the resort depend on supplies from different vendors and
manufacturers in contract with BMG. SCM and cloud computing, more commonly known as CSCM, work hand in hand through collaboration and visibility. “Cloud computing technology is
beginning to appear in applications related to supporting extended collaboration among global
supply chain processes” (Ferrari, 2009). True cloud computing can provide flexibly in
outsourcing supply chain collaboration software and infrastructure efficiently. Instead of paying
for and maintaining peak use, C-SCM offers the flexibility to add on the fly, based on overall
business process and supply chain network model.
Being a more innovative business model, C-SCM allows Baderman Island to spend less
money on IT server and platform. New systems can be implemented and running in eight weeks,
and can be more easily configured to a customer’s desires than most ERP-style systems.
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Virtualization and the associated resources have become the way business is done in the new
millennium. If BMG can influence the management of their supply chain, then a competitive
advantage can be enjoyed by Baderman Island.
The Baderman Island Guest Blog is a web log page created for clients to gain insight and
different perspectives, or share their own personal experiences. Clients can choose from seven
separate discussion groups: general management, lodging, entertainment, restaurants and food,
travel packages and billing, and international guest services. Comments discussing concerns,
likes, and dislikes are posted to the blog for all to see.
This blog is a reactive decision making tool for Baderman, as their staff must review the
blogs daily and react to questions and concerns. Data gathered from the blogs are reviewed by
the respective functional area managers for strategic planning and decision making purposes.
For example, there were several comments on the travel packages and billing blog that suggested
certain packaged deals be made available. One guests wrote, “I am looking for a package rate
for golf, spa treatment, and an inexpensive room at the Baderman Main (the Tenney seems to be
too expensive).” Information such as this can be used to provide managers direct insight into
client preferenceand a basis for developing Baderman Island marketing strategies.
The Recreation tab on the Baderman Island web site allows clients to discover many
recreation events and view their prices. A few of the recreation services available are kayak
rental, tennis instruction, rock climbing, and snorkeling. The web page contains limited
information only and guests must call a reservation agent to get help. The data collected by the
agent is used to figure required staffing and resources needed at each event. It can also be used
to develop strategic planning for future recreation services. Managers can review reservation,
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complaints, and suggestions and make decisions to expand, adjust, of cancel recreation services
accordingly.
Guests can visit the Golf tab to reserve tee times at Pepicello Fairways. Similar to the
Recreation tab, the Golf tab provides a means of transfer of data from the customer to the
business that is used to assist management in the strategic decision making process. For
example, after review reservation data, it may become apparent that the golf course should be
open 7 days per week instead of 5.
Baderman’sConvention Center and Hotel’s tab collects data that helps Baderman
figureworker hour and supply management strategy. An agent collects and stores data from
clientsto which is used to adjust staffing and supply based. This is a proactive decision making
process that trends data collected over time and allows managers to make proactive personnel
and supply strategic decisions.
The Transportaion tab provides clients an online application option for purchasing ferry
and trolley rides, and golf car rentals. The exchange of information during these transactions
provides Baderman important client demographic data such and credit card address and
transportation preferences used to help develop marketing and operations strategies.
The measurement of the success or failure of IT database applications is critical for
management to know and understand so business decisions can be made accurately. These
systems can be expensive to operate and maintain. “To provide value, these systems must
provide meaningful information for a well-defined set of measures and managerial questions so
that managers can quickly address the issue(s) at hand” (Tesone, 2006, p. 224). The strategic
planning goals and mission of Baderman Island is clearly stated on their intranet. The IT
database applications can help achieve success in the achievement of strategic planning goals.
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Understanding how to measure success is accomplished through various methods. These
methods include audits, reporting, and creating a balanced scorecard to analyze all areas of the
business.
Creating a method to measure the success of IT database applications can be complicated,
especially with multiple systems spread out over large geographic areas. Measuring success is
typically measure through profitability and providing a competitive advantage. “In order for IT
to create competitive advantage, it must be properly aligned with a company’s overall business
strategy” (Tesone, 2006, p. 23). Information gathered from customer comment cards, employee
feedback, accounting, operations, and other businesses units is used to create measurements of
success. Creating a measurement for each unit, such as customer satisfaction, comparing that to
current and projected strategic goals, and weighing the importance of each measurement can help
managers make better decisions and determine if the goals of the organization are being met.
Baderman Island is composed of many different units. “Each unit is considered a profit
center, except for Engineering and Transportation, and is responsible for their own budget and
overall profitability and growth” (Apollo, 2011).
IT database systems can measure the success
through the integration of multiple business units providing an information portal for
management. Management reporting of data collected in the database can be used to determine
profitability. Audit can insure data is collected accurately and all required checks and balances
are in place.
An approach to IT oversight is called the “Three P System” which measures people,
product, and quality. This approach “automates the data collection, aggregation, reporting, and
dissemination processes, making the information accessible on an as-needed basis” (Tesone,
2006 p. 221). Accessing data through a central IT database application can provide management
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the information they need to make decisions and measure the success of each business unit. The
IT database application at Baderman can be measured because it can provide a “consolidated and
unified view of the data, complete with drill-down capabilities, querying options, and other
sophisticated analytical and modeling tools” (Tesone, 2006, p. 222). For example, an IT
database application can help management determine if one business unit is underperforming.
In conclusion, Baderman Island Resort is a company that follows laws and regulations
provided by the island. The resort has well defined the company purposes, short-term and longterm goals. The business has well set specific tactics and strategies to satisfy guests and
suppliers. The most competitive advantage that the resort has is the location because the resort is
located in an island and other resorts are in the town and they don’t have enough space to grow
and offer more services to their guests. Advertising and marketing department have the primary
plan and contingency plan set in case is there any obstacle in the path because the main purpose
is to satisfy the resort guests. Improving the resort services, offers, and prices the business will
gain more popularity by the guests’ compliments and references. Strong relationship built by the
resort, guests, and suppliers will make the resort expansion to other countries and islands
worldwide. Advertising and marketing are easy terms for the resort, however; they are difficult
to develop because resorts have to know how to identify IT applications, identify data received,
and how to do IT applications measure.
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References
Apollo.(2011). Baderman Island. Retrieved March 31st, 2011, from:
https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/BadermanIsland/Baderma
nIsland/BIinternet/library/index.html.
Ferrari, B. (2009). Next Generation Cloud Computing Arrives for Supply Chain Collaboration
and Visibility [Web log post]. Retrieved April 1st, 2011, from:
http://www.theferrarigroup.com/blog1/2009/05/27/next-generation-cloud-computingarrives-for-supply-chain-collaboration-and-visibility.
Ortiz, Jr, S. (2007). Real Opportunities in Virtualization. Dice.com. Retrieved April 1st, 2011,
from: http://career-resources.dice.com/job-technology.
D. Tesone.(2006). Hospitality Information Systems and E-Commerce. Accounting control and
production systems. (ch.10). Retrieved March 31st 2011 from:
https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx.