Abstract
After analysing the current operational environment and the technology options for the integration of existing systems, this paper relates that, during the merger, application service providers (ASPs) can play a significant role in providing Ausmatrix with a solution to maintaining its business intelligence and customer relationship management (CRM) marketing systems. Next, the author suggests that the optimum solution for Ausmatrix is a combination of outsourcing the more complex segments of the integration project and working in-house on integrating some of the systems using middleware/integration tools; however, there are some difficulties in the implementation. Nonetheless, the paper concludes that this partial outsourcing plan will best provide the least disruption to Ausmatrix's regular business operations. Three figures are included in the paper.

Table of Contents:
Executive Summary
Table of Contents
Analysis of Current Operational Environment
Business Intelligence
Customer Relationship Management
Technology Options for Integration of Existing Systems
Business Intelligence
Customer Relationship Management
Application Service Providers as Part of the Solution
Business Intelligence
CRM
Design Solution
Difficulties in the Design Solution Implementation
Benefits and Added Value of Integrated CRM and BI Systems
Conclusion

From the Paper
"CRM project implementations are very complex. According to the Gartner Group, 60% of CRM projects are destined to fail. There are a number of key reasons for the failure of CRM projects, one of the major ones being problems in performing integration on existing systems. In the absence of proper integration, users will be reluctant to use the new system since it will invariably lack data or functionality that was present in the legacy system and support staff will find it difficult to maintain the system. In a typical organisation, data relating to customers and marketing can be found in multiple systems. In order to create value from this data, it needs to be integrated within a single CRM system - a single source of truth which employees can refer to in order to maximise profit from the customer and reduce costs involved in making sales and retaining the customer. The CRM system is closely related to the Data Warehouse in that it forms a single repository of data which can describe the customer from an enterprise-wide point of view - customers need to be viewed holistically, including all their points of contact with the organisation, their historical transactions, purchasing patterns and preferences."

Tags:enterprise-wide, call centre, legacy systems, requisite experience, value framework

Abstract
This report presents the CEO of Ausmatrix with information about the advantages of an integrated IT infrastructure and the use of Application Service Providers ASPs) to streamline business processes, cut costs and make the business more competitive. Next, the author reviews the alignment of business and IT strategies, the advancement of business strategies using IT, the value of implementing a distributed network for the organisation and the advantages of outsourcing and the risks that are inherent in this approach. The paper recommends that, since IT is not the core business of Ausmatrix, the needed complex IT infrastructure and applications be run by 3rd party vendors thus freeing up the Ausmatrix staff to concentrate on the business they know best.

Table of Contents:
Executive Summary
Table of Contents
Technology as a Driver in Business Strategy
Advancing Business Strategies through Infrastructure
Infrastructure Integration versus Infrastructure Improvement
Value of Networks
Using ASPs - Risks and Opportunities
Security Concerns When Using Asps and Integrated Infrastructures
Conclusion

From the Paper
"ASPs are utilised by organisations in order to perform processes and calculations on data using software not available within the organisation. As such the data must pass through the public domain via the Internet. This introduces a concern regarding data security. In some cases, this concern is a regulatory concern, such as where government regulations prohibit transfer of data over borders or the non-secure transfer of sensitive financial or national security data. The European Union has very stringent laws regarding the transfer of personal data to countries outside the EU. Data transfer is prohibited when the receiving country is unable to provide the same level of data security as required by EU directives. These issues become relevant when an organisation situated in the EU wishes to outsource its data processing to an ASP. "Since ASPs have many customers, there is a danger that proprietary information from an organisation may be exposed to the ASPs other customers. As the adage goes that a chain is as strong as its weakest link, an organisation's data security is likewise as safe as its weakest point - and by allowing access to data to a 3rd party vendor, the organisation essentially gives up some control of that data."

Tags:driver, legacy systems, enterprise-wide strategy, infrastructure integration, due diligence

Abstract
This paper is a case study to determine the marketing strategy of the Colorado Creative Music in the recorded music industry, which is one of the most stressed industries today. The author points out that, according to SWOT analysis, a firm should not necessarily pursue the most immediately lucrative opportunities offered to it by a surface analysis of a particular industry, but rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. The author concludes that the company must learn to make use of new technologies, such as the internet, in generating interest in the product, as well as of assuring sellers of the marketability and desirability of some of his lesser-known artists.

Table of Contents
Introduction
SWOT Analysis of the Company
Five-force Analysis of the Recorded Music Industry
Issues

From the Paper
"The changing nature of technology in the music industry also means that there is tremendous potential for entry of new competitors in the music industry. However, before a potential analyst resigns him or herself to the completely fluid nature of the industry, it must also be noted that the ability of new competitors to easily enter the market does not mean that there is any baseline level of guaranteed success. This is particularly true given that Colorado Creative Music has attempted to corner a market of the music market that is not the traditionally young, disposable-income producing teen or "twentysomething" so coveted by the majority of the industry. Colorado Creative Music has targeted itself as establishing a niche in the market, rather than out and out domination of any particular sector of the music market."

Tags:swot, five-force, internet, artists, entry

Abstract
This paper analyzes the Faith Community Hospital case study aka Let It Pour. The paper ties in course concepts of ambiguity, perception, individual personal values versus society legal and ethical norms, and communication processes. Included is stakeholder and brand (hospital image) concepts. The writer outlines the recommendations of the case study for the benefit of the hospital.

From the Paper
""A good mission statement should accurately explain why the organization exists and what it hopes to achieve in the future. It articulates the organization's essential nature, its values, and its work" (Radtke, 1998, Para 2). A good mission statement is not the recipe for success in business; it is the grand global picture. To accomplish the goals identified in the organizational mission statement, identification of all stakeholders, support of key stakeholders, written policies, detailed written procedures, and effective communication are critical success factors. These critical success factors are the missing ingredients at Faith Community Hospital, the subject of this case study."

Tags:brand, ceo, communication, legal, prescription, religious, stakeholder, values

Abstract
This paper examines the link between two airlines - Southwest Airlines and Lauda Air and the business-level adaptive strategy model originally conceived by Miles and Snow. It positions the two airlines within the model, stating their strategic characteristics as a defender, prospector or analyser. Comparisons are made between the styles and products of the two airlines. The benefits of using benchmarking principles to improve financial and commercial performance is also discussed.

Outline
The Miles and Snow Typolopgy
The Defender
The Prospector
The Analyser
Southwest Airlines
A Cut-Price Airline
Robbins' (1994) Evaluation of Southwest
Benchmarking Southwest's Performance
Lauda Air
An Innovative Carrier
Driving the Future
Benchmarking Lauda Air's Performance
Conclusion

From the Paper
"The defender strategy is generally used by businesses in a stable, established industry environment, or an environment viewed as that by the company. Defenders pursue permanence and strength by focussing on a specific product for a specific market. Businesses using this type of strategy act aggressively to defend their product, preventing new competition to penetrate their niche market (Robbins, et. al., 1997). Defenders are often ignorant towards industry developments, primarily focussing on their own product and improving it's own efficiency. Therefore, defenders are subject to minimal growth and innovation, but increased efficiency."

Tags:analyser, aviation, benchmarking, defender, kelleher, lauda, prospector, reactor

Abstract
This study examines the need for market segmentation in market-oriented organizations that is caused by unique market characteristics and demand. The paper discusses this from an international context where the heterogeneity of customer demand expands and deepens and where global organizations differentiate their products and services in order to create and retain customers and excel in competition. The paper also points out that the costs incurred as a result of this process need to be positively off-set, examines the concepts of mass customization and postponement, respectively, and analyzes the relationship between the two concepts in terms of their interdependence, interaction, and effects on costs. The global perspective of the paper is supported with empirical case studies.

From the Paper
"However, the buyer and the manufacturer perceive MC differently. From the buyer's perspective, MC simply means that products will arrive on time, on budget, and meet customer specifications; from the manufacturer's perspective, it typically means that putting together a sophisticated infrastructure that gets involved suppliers, customers, and themselves, almost as co-developers of the product and the system should be able to allow the manufacturer to communicate in real time with the customer to ascertain requirements, and with suppliers to learn what's doable within an allotted period. (Ruddy, 2002) The different perceptions direct our attention to both the internal and external emphasis at the implementation level."

Tags:3pl, added, antwerp, benetton, cost, distriparks, european, gateway, inventory, lead, logistics, port, telecom, time, total, tpl, val, value

Abstract
A recent National Federation of Independent Business (NFIB) small business survey revealed that of approximately 1.6 million small businesses to launch Web sites, most wasted more money than they made. In many cases, the reason for this is that most of the Web sites were little more than electronic brochures gathering dust on the Internet. The paper shows that when the survey was published, more than 65 percent of small-business Web sites did not allow customers to buy on-line, substantially reducing their effectiveness. The paper shows too, that according to researchers and small business experts, small businesses like these would undoubtedly benefit from investing in e-commerce to make their sites fully functional and profitable.

From the Paper
"The Internet and e-commerce present enormous opportunities to small businesses, as they provide access to world markets, achieving the kind of market presence and penetration that has traditionally been exclusively available to larger companies (NSW, Enos). However, there is much more involved in e-commerce than simply creating a Web site.
One of the most important things to consider when investing in e-commerce is client relationships. A good online experience from both a marketing and a sales point of view makes a huge difference in successful e-commerce strategies."

Tags:inventory, client, relationship

Abstract
This paper offers a proposal for a marketing plan for the Burswood Resort Casino in Perth, Western Australia. The study analyzes the positioning, finances and potential business of the complex. The paper begins by examining the current situation faced by the casino and then outlines the marketing strategy proposed.

Contents:
Abstract
Situational Analysis
Marketing Program Goals
Marketing Strategies
Action Plan
Budget
Monitoring System and Control
References

From the Paper
"It is extremely important to first understand Burswood's background and current situation to be able to develop a solid marketing plan. Hence, this paper will start with a situational analysis of Burswood. This is then followed by its marketing program goals and marketing strategies respectively. The action plan will be the next step in this document. Finally, the budget and monitoring system should finish off this marketing plan."

Tags:mix, gambling, strategy, advertising, perth, resort

Abstract
This paper examines the contribution of marketing to a firm?s success. It shows how although the definition of success varies across organizations, a common form is to achieve substantial sales volume in our current hypercompetitive economy and therefore marketing is a vital component for organization to attain victory. It identifies three categories of marketing capability, the creation of large sales volume and better returns, acceleration of growth and the provision of competitive advantage. It also discusses how although marketing is important to a firm?s success, its ability is bounded by the environment in which it operates and its effectiveness under the control of management.

From the Paper
"A primarily challenge to marketing managers is achieving large sales volume and better return for the firm. Marketing activates such as pricing decision and product development has the ability to contribute to a firms? success. Atkin and Skinner (1975 citied in Mohamed et al. 2002: 98) stated that many companies consider pricing policy as being of vital importance. Better margins can be reached through price premiums using differentiated plan. Value created through better pricing is based on focusing on best customers and products (Noble 2002: 26). Attractive prices are needed to remain competitive in the market. Organizations should be able to provide basic goods at low price and differentiated goods at prices that consumers feels is reasonable and valuable to pay for (Mohamed et al. 2002: 99). Thus, the organization will be able to gain sales growth and higher profit margin."

Tags:management, sales, business, customers

Abstract
Singapore Airlines plans to start up a new business venture, a2, in the Australian domestic aviation market. a2 will introduce Sydney-Melbourne flights in the coming year and link up all major Australian cities by 2006. This paper discusses that the overall marketing goal for a2 is to position itself as the preferred corporate travel airline. The writer provides a thorough marketing plan for the new company including future projections, budgets, costs, competition market and expected profits.

Executive Summary
1 Introduction
2 Goal Setting
3 Situation Analysis
3.1 Market overview
3.2 Opportunities and threats
3.3 Strengths and weaknesses
3.4 Issues
4 Strategy Formulation
4.1 Marketing objectives
4.2 Marketing strategies
5 Action Plan
6 Financial Projections
6.1 Assumptions for the first year
6.2 Three-year projections
7 Resource Allocation and Monitoring
7.1 Budget
7.2 Measurement and review
8 References

From the Paper
"a2's mission is to benefit Australian consumers and businesses by creating a more competitive environment in the current domestic duopoly aviation market. It aims to succeed by making the best out of its competitive advantages through
? strong financial backing from the parent company;
? highly qualified staff; and
? a continuing commitment in research and development.

a2's objective lies in the "product development" quadrant of Ansoff's matrix (Kotler, 2002). That is, it is offering new flight services to existing markets, as charted below."

Tags:airline, budget, industry, marketing, mcom, plan, timetable