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American Tourister
Sol Koffler started a company American Tourister founded in the Rhode
Island of the United States in 1933. It is the best suitcase brand since
the last 80 years as they combine modern technology with the latest
design. Their idea was to build a tough suitcase in one dollar updating its
technology with time. It also became the first choice for young families in
Europe and the United States.American Tourister was the first company
to flight test their bags with flight attendants from major airlines. These
bags have spring less and cam-action lock that wouldnt jam; the
company have even stared to design durable cases that could withstand
even the toughest quality critic, a gorilla. American Tourister is a brand
of Samsonite corporations.
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ENVIRONMENT
Input Process Output
Land Labour Machines Raw material Managers General
accounting
Hr and payroll
cutting theleather
storage packing check
quality
sales keeping
accounts
final briefcase brand
awareness
has a place inthe
competitive
market
profits
BOUNDRY
PROCESS OUTPUT
FEEDBACK
INPUT
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This is the process cycle of American Tourister .Input is defined asresources such people, raw materials, energy, information or finance
that are put into a system to obtain a desired output. In American
Tourister the inflow items are labour, machines, land, raw material,
managers, general accounting, HR and payroll. Process is thesequence of interdependent and linked procedures which, at every
stage, consume one or more resources to convert inputs into outputs.
These outputs then serve as inputs for the next stage until a known goal
or end result is reached. The process involves the raw material, labour,
machines are used for cutting and stitching the leather, checking the
quality and packaging the products. We also need to advertise the
product in order to increase the sales and make profits. After the input
and the process its time to see whether all the effort has given us an
output or not. Thus here we evaluate whether we have made profits,created brand awareness, made good quality products or not. Thus
output is the end result. The output of American Tourister was the final
briefcase that we got, brand awareness, has a place in the competitive
market and profit. Feedback is the information sent to an entity(individual or a group) about its prior behaviour so that the entity may
adjust its current and future behaviour to achieve the desired result.
Feedback occurs when an environment reacts to an action or behaviour.
Thus the feedback was positive and the company should now work
towards the expansion of the company.
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Boundaries are the total expansion of the company. American Touristerhas its own factories in Argentina, Belgium, Chile and China and three
factories in China that manufacture exclusively for Samsonite
Corporations. American Tourister, which has 80 company-owned
showrooms and 150 franchises, plans to open another 70 new stores,
taking the total to 300 by the end of this year
Business environment is the combination of internal and external factors
that influence a company's operating situation. The business
environment can include factors such as: clients and suppliers; its
competition and owners; improvements in technology; laws and
government activities; and market, social and economic trends.
Internal environment is the conditions, entities, events, and factors withinan organization that influence its activities and choices, particularly the
behaviour of the employees. Factors that are frequently considered part
of the internal environment include the organization's mission statement,
leadership styles, and its organizational culture. American Tourister paid
attention to each and every detail. They believed in team work, and
motivated their employees. They keep the condition of the company
clean so that the mental and physical health of employees is good.
External environment is the conditions, entities, events, and factorssurrounding an organization that influence its activities and choices, and
determine its opportunities and risks. Also called operating environment.
American Tourister came up with new technologies and was the first
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once to introduce lite bags easy to carry. Their competition was tough
but they managed to survive in the growing market.
Factors effecting the external environment of the business are:
1. Political 1. The custom duty reduced2. New employment laws came up3. The competition has increased over
the years
2. Economic 1. The turnover of the company hasincreased
2. Due to the decrease in the tax therates have decreased thus customers
have started buying the products.
3. Due to the recession in the economythe company had a negative impact
3. Social 1. The employees are of almost thesame gender and age so that the
employees can connect.
2. The income of employees working atthe same level is the same so that
they dont feel out of the place.
3. The company changes the style
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according to the fashion.
4. Technological 1. The company spends a lot onresearch and development.
2. It comes with the latest technologyfirst in the market.
1. Strengths a. New and latest technologyb. Good quality products are madea. Low fixed cost
2.Weakness a.
Skills gap
b. Overdependence on a single product3. Opportunitie
s
a. The most leading and old brand inluggage bags.
b.Ahead from all its competitors.
4. Weakness a. The other leading competitors like Brics,Briggs & Riley, Delsey, Dooney & Bourke,
Eagle Creek, Hartmann, International
Traveller, Kenneth
Cole,Kipling,Lipault,Pacsafe,Patagonia,Ri
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Business environment as swot: is the situation analysis in which internalstrengths and weaknesses of an organization, and external opportunities
and threats faced by it are closely examined to chart a strategy. SWOT
stands for strengths, weaknesses, opportunities, and threats. For each
strength business entities have, a similar and sometimes equal
weakness exists. The goal is to identify, minimize or neutralize the
weaknesses while maintaining the strengths.
It is important to know what all hardware and software devices are used
in a company.
Computer hardware is the collection of physical elements that comprisea computersystem. Internal hardware devices include motherboards,
COMPUTER
HARDWAREDEVICES
INPUT/
OUTPUTDEVICES CPU MEMORIES
SECONDARY
STORAGEDEVICES
SOFTWAREDEVICES
Command live
interface (CLI)
Graphical
user interface(GUI)
cardo,Rimowa,Travelpro,Tumi,Victorinox
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hard drives, and RAM. External hardware devices include monitors,
keyboards, mice, printers, and scanners.
Computer hardware can be divided into four main categories:
1. Input/output devices2. CPU3. Memories4. Secondary storage devices
Input/output devices help to load, prepare and execute the softwareprograms. These include monitors, keyboards, scanners, printers,
mouse etc.
Central Processing Unit or the CPU is the main component of thecomputer, it is also referred to as the brain of the computer as it
manages and processes all the information.
Memories include Random Access Memory or RAM. These allowaccessing the stored data. RAM is considered as the main memory of
the computer.
Secondary storage devices include the external storage devices such asCD, DVD, hard disk etc.
Software, or program, enables a computer to perform specific tasks.Computer software is of twp types: Application software and system
software.
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System software is of two types;
1) Command live interface (CLI), e.g.Ms Dos and
2) Graphical user interface (GUI), e.g.Ms Windows.
At American Tourister, different departments use different hard ware and
software.
Accounts and Finance department use computers as hardware to keep
a track of the activities of the transactions. GUI is used as the operating
software as Ms Windows. Spreadsheet application (Tally), Desktop
Publishing application (Printers) and Utilities application (calculators and
Antivirus) are used as application software.
In the sales department the computers are used as hardware to keep
the sales records. GUI is used as the operating software. Spreadsheet
application (Ms Excel), Utilities application (Gadgets, Antivirus and
Convertors), Desktop Publishing application (Printers) and Data Bases
application (Oracle) are used as the application software.
In the marketing department computers are used as hardware for
customer relationship management and maintaining the customer
records. GUI is used as the operating software as Ms Windows. Word
Processing application (Ms Word), Presentation application (Ms Power
Point), Web application (Browsers) and Utilities application (Convertors
and Compressors) are used as application software.
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In the manufacturing department computers are hardware to keep a
record of all the manufacturing that has already been produced, in
process or yet to be produced. Ms Windows is used as the operating
software. Graphics and Media application, Desktop Publishing
application, Utilities application and Spreadsheet application are used as
the application software.
Data flow diagram shows the flow of data within the company when onorder is passed. The DFD if American Tourister is the Level 2 diagram
for a sales order processing system.
The technology has come up with Computer-aided drafting (CAD) was
introduced in the mid-1960 for the production of drawings without the
use of traditional drafting tools. The drawings were created by
manipulating graphic elements on the computer screen instead of
drawing them by hand. Engineering design capability was added to
Order
Customer
Recording
customer
details
(records)
Sales A
Customer file
Generating
invoices
and
reports
Sales C
Calculating
customer
bonuses
(buying
goods)
Sales B
Bonus file
Customer bill (invoice)
Customer
details
New details Update
report
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many of the CAD programs it is also called Computer-Aided Design and
Drafting (CADD). CADD technology is used for preparation, distribution,
storage, and maintenance of architectural and engineering type
drawings.
Types of computer aided drafting are 2D Drafting: 2D CAD Drawing &Drafting services for Mechanical Engineers, Process Engineers,
Manufacturers, Fabricators, and Designers & Consultants all over the
Globe. It helps in remodelling, resizing and scaling of existing designs &
drawings of parts & assemblies. 3D Wireframe: Using a wire framemodel allows visualization of the underlying design structure of a 3D
model. Traditional 2-dimensional views and drawings can be created by
appropriate rotation of the object and selection of hidden line removal via
cutting planes. 3D Constructive solid geometry: it can easily assure thatobjects are "solid" or water-tight if all of the primitive shapes are water-
tight. This can be important for some manufacturing or engineering
computation applications. 3d boundary representation: it works withhybrid models, wire-frames, sheet objects and volumetric models. 3dhybrid solid modelling: it is a combination of CGS and Brep which isused to create desired parts.
Types of CAD
2D drafting 3D wireframe3D Constructive
solid geometry3d boundary
representation3d hybrid solid
modelling
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The company has also adapted the new ways of marketing earlier the
company used tradition methods of marketing which had a lot of
disadvantages like the cost of marketing was too high and drain theincome of American Tourister. Traditional form of marketing is notflexible. This makes it hard for many to retrieve the information once ithas gone on air. It relies heavily on prediction. Predictions can fail andmore so can change. International laws can vary from one country toanother. This can be very disadvantageous to traditional way of
marketing. For the advert to go on air it must be within the law and if the
law of the land prohibits it, it may not be able to be accepted.Now the company has started using e commerce form of marketing
which is much better than traditional marketing as it has on demandmarketing: in online marketing people search what they want not like inTV ads where all the advertisement is shown even to those people who
are not interested in buying the product. Low cost: online selling is muchcheaper than giving ads in newspapers TV and personal selling. In
online selling there is low coat where as high return on investment. Easydistribution of information: and media to global audience, like Webinarshas taken place of Seminars. Measurable results: Biggest advantage ofInternet Marketing is the measurability. You can obtain detailed
information about customers responses to your advertising.
Information system Methodologies is a combination of hardware,software, infrastructure and trained personnel organized to facilitate
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planning, control, coordination, and decision making in an organization.
It is used for:1. management and control of the software development process2. structuring and simplifying the process3. standardizing the development process4. product by specifying activities to be done5. techniques to be used
KEY:SSADM: Soft System Analysis and Design MethodSTRADIS: Structured Analysis and Design of Information SystemJSD: Jackson System DevelopmentYSM: Yourdon System MethodUML: Unified Modelling Language
IS Methodologies
Hard Methods
SSADM
STRADIS
JSD
YSM
UML
Soft Methods
MULTIVIEW
SSM
ETCHICS
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SSM: Soft System MethodologyETHICS: Effective Technical and Human Implementation of Computerbased Systems
For American Tourister the best mythology will be structured analysis
and design of information systems. The main advantages of SSADM are
the three different views of the system: The Company can be analysed
through three different techniques. Logical data modellingThe data are
separated into entities (things about which a business needs to record
information) and relationships (the associations between the entities).
Data flow modellingexamines processes (activities that transform data
from one form to another), data stores (the holding areas for data),
external entities (what sends data into a system or receives data from a
system), and data flows (routes by which data can flow). Entity
behaviour modellingThis is the process of identifying, modelling and
documenting the events that affect each entity and the sequence in
which these events occur. Highly structured: it is highly structured so its
easy to find information and is good for a big company like American
Tourister. Process oriented: it emphasises such tools and techniques as
functional de-composition, data flow diagramming, decision tables and
structured English.
Computer networking is a system where large number of computers are
interconnected together to communicate freely with one another and
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share information. A network can be internal to an organization or span
the world by connecting itself to the internet. In computer network,
network operating system is used that controls and co-ordinates the
activities of computers that are connected to the network. The example
of these operating systems are: windows NT, UNIX, and Novell etc.
Computer networking is very important in each and every company. Theadvantages of computer networking are:Increases communicationcapabilities -It provides various tools to communicate between thenetworks easily and quickly. Such tools are e-mails, chats, voice and
video. Fewer Peripherals Needed -Many devices can be connected ona network. Each computer on the network does not need to have its own
printer, scanner, or backup device. Multiple printers can be set up in a
central location and shared among the network users. All network users
send print jobs to a central print server that manages the print requests.
The print server can distribute print jobs over multiple printers, or queue
jobs that require a specific printer. Avoid File Duplication and CorruptionComputer networks also provide good security as some information can
be protected and shared only by those who are allowed to access the
data. Document tracking software can be used to prevent users from
overwriting files, or changing files that others are accessing at the same
time. Lower cost licensingApplication licensing can be expensive forindividual computers. Many software vendors offer site licenses for
networks, which can dramatically reduce the cost of software. The site
license allows a group of people or an entire organization to use the
application for a single fee.
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There are various types of computer network that can be categorised on
the basis of geographical distances. The three main type of computer
networks are LAN, MAN and VAN. On the basis of their shapes they can
be classified into different topologies.
American Tourister used to use Ring topology but there a lot ofdisadvantages likeData packets must pass through every computer
between the sender and recipient therefore this makes it slower.If any of
the nodes fail then the ring is broken and data cannot be transmitted
successfully. It is difficult to troubleshoot the ring. Because all stations
are wired together, to add a station you must shut down the network
temporarily. In order for all computers to communicate with each other,
all computers must be turned on. Total dependence upon the one cable.
Now they use hybrid as it is suitable for a large company like this. It has
a lot of advantages like one of the most prominent ones is its flexibility.
The main purpose of this design is to take over different tasks at the
types of topologies
Star Ring BusTree
Mesh Hybrid
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same time. due to different configurations, it works perfectly well for
different types of traffic networks. Lastly the most important advantage of
the hybrid topology is that, all the weakness of the single topology is
eliminated, when it is clubbed as a hybrid topology, thus it use only the
strengths, though complicated still its very effective.
Ecommerce (e-commerce) or electronic commerce, a subset of
ebusiness, is the purchasing, selling, and exchanging of goods and
services over computer networks (such as the Internet) through which
transactions or terms of sale are performed electronically. Contrary to
popular belief, ecommerce is not just on the Web. In fact, ecommerce
was alive and well in business to business transactions before the Web
back in the 70s via EDI (Electronic Data Interchange) through VANs
(Value-Added Networks). Types of e commerce are :
B2B (Business-to-Business)Companies doing business with
each other such as manufacturers
selling to distributors and
wholesalers selling to retailers.
Pricing is based on quantity oforder and is often negotiable.
B2C (Business-to-Consumer)Businesses selling to the general
public typically through catalogs
utilizing shopping cart software. By
dollar volume, B2B takes the prize,
however B2C is really what theaverage Joe has in mind with
regards to ecommerce as a whole.
C2B (Consumer-to-Business)A consumer posts his project with a
set budget online and within hours
companies review the consumer's
C2C (Consumer-to-Consumer)There are many sites offering free
classifieds, auctions, and forums
where individuals can buy and sell
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requirements and bid on the
project. The consumer reviews the
bids and selects the company that
will complete the project.
thanks to online payment systems
like PayPal where people can send
and receive money online with
ease.
Our company American tourister uses B2B and B2C types of e
commerce.
B2B (Business-to-Business)Companies doing business with each other such as manufacturers
selling to distributors and wholesalers selling to retailers. Pricing is
based on quantity of order and is often negotiable.
Advantages:Business to Business is a global trade market, where you can buy
anything at any time. Purpose is to save money and good for immediate
decision. Suppliers to use the site to respond to buyers comments and
send additional catalogs. Use the online link instead of a means to save
money buying agency, ordering materials in an efficient, less error andthe warehouse inventory to minimize the immediate environment.
Disadvantages:Number of B2B websites as early as 2000, there was an explosive
growth. In order to obtain cheaper and faster delivery, it opened
hundreds of websites to support the automotive, chemical,
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pharmaceutical, retail and other industries. E-commerce is not suitable
for every business. B2B is a problem in this type of business will lead to
a possible lack of credit. For example, large electronics market owners
may deliberately kill smaller competitors transactions. Electronic public
bidding itself may lead to dubious price signals.
B2C (Business-to-Consumer)Businesses selling to the general public typically through catalogs
utilizing shopping cart software. By dollar volume, B2B takes the
prize, however B2C is really what the average Joe has in mind with
regards to ecommerce as a whole. some of the Advantages of b2care Being able to conduct business E-commerce systems can
operate all day every day and every hour. Your physical storefront
does not need to be open in order for customers and suppliers to be
doing business with you electronically. Access the global marketplace
The Internet spans the world, and it is possible to do business with
any business or person who is connected to the Internet. Simple local
businesses such as specialist record stores are able to market and
sell their offerings internationally using e-commerce. No Need to Wait
Electronic communications allow messages to traverse the world
almost instantaneously. There is no need to wait weeks for a
catalogue to arrive by post: that communications delay is not a part of
the Internet / e-commerce world. High Market space The market
place in which web-based businesses operate is the global market. It
may not be evident to them, but many businesses are already facing
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international competition from web-enabled businesses. Its
Disadvantages are Time for delivery of physical products It is possibleto visit a local music store and walk out with a compact disc or a
bookstore and leave with a book. E-commerce is often used to buy
goods that are not available locally from businesses all over the
world, meaning that physical goods need to be delivered, which takes
time and costs money. Physical product & delivery uncertainty When
you walk out of a shop with an item, it's yours. You have it; you know
what it is, where it is and how it looks. In some respects e-commerce
purchases are made on trust. Perishable goods Forget about ordering
a single gelato ice cream from a shop in Rome! Though specialized
or refrigerated transport can be used, goods bought and sold via the
Internet tend to be durable and non-perishable: they need to survive
the trip from the supplier to the purchasing business or consumer.
Limited sensory information The Internet is an effective conduit for
visual and auditory information: seeing pictures, hearing sounds and
reading text. However it does not allow full scope for our senses: we
can see pictures of the flowers, but not smell their fragrance; we can
see pictures of a hammer, but not feel its weight or balance.
E commerce has affected the business environment in various ways
like which can be analysed through pest analysis.
Political: you dont need a lot of permissions from the government andless of laws and regulations to be followed.
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Economical: Saves up a lot of taxes and money going in all thecommercials and traditional marketing.
Social: all the employees are easily connected and can easilycommunicate with the customers.
Technological: e commerce is the new latest technology in AmericanTourister which has really helped the organisation to grow as
customers can see the information whenever they want.
A lot of new trends and technologies have come up. These
technologies make the work very easy thus a huge company like
American Tourister need all sorts of latest technologies. The
technologies used in American Tourister are Cloud Computing :Cloudcomputing is a style of computing that characterizes a model in which
providers deliver a variety of IT-enabled capabilities to consumers.
Cloud-based services can be exploited in a variety of ways to develop
an application or a solution. Using cloud resources does not eliminate
the costs of IT solutions, but does re-arrange some and reduce
others. Advanced Analytics : Optimization and simulation is usinganalytical tools and models to maximize business process and
decision effectiveness by examining alternative outcomes and
scenarios, before, during and after process implementation and
execution. Client Computing: Virtualization is bringing new ways ofpackaging client computing applications and capabilities. As a result,
the choice of a particular PC hardware platform, and eventually the
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OS platform, becomes less critical. Social Computing: Workers do notwant two distinct environments to support their workone for their
own work products (whether personal or group) and another for
accessing external information.Security Activity Monitoring:Traditionally, security has focused on putting up a perimeter fence to
keep others out, but it has evolved to monitoring activities and
identifying patterns that would have been missed before.
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