Go-Cycles, a bicycle shop with stores across Queensland

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Go-Cycles, a bicycle shop with stores across Queensland has found that its revenue has been steadily dropping over the last few years. One of the reasons for this is that Go-Cycles has not updated its use of information systems and processes for over five years. Rather, it has just relied on its local customer base continuing to shop with them, which has not been the case. Currently, customers cannot even order a bicycle or bicycle gear online. There is no centralized database nor is data used to learn about customers or to support decision-making. Likewise, inventory ordering is undertaken manually which leads to very slow links between suppliers and stores.

You have started working with Go-cycles as a business analyst. Your manager is keen to explore how information systems strategies can help to turn the fortunes of the business around. Your manager has already understood, through the use of Porter’s Five Forces model, that the competitive environment explains the situation of the business. In particular, new entrants, better practices by competitors and more attractive pricing by competitors is driving the sales of down and eroding Go-cycles’ market position. In response to this, your manager has asked you to explore different information systems strategies that can make the business more competitive.

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