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Module Title:Information Systems

Module Code:BB215005SLevel:2
Academic Year:2010/11Semester:2

Module Leader:Lynn Snape

Instructions:Answer the following question.

Word Limit:3000 words
In determining the text to be included within the maximum word limit please refer to Assessment Regulations 6.56 to 6.58.

Written assignments must not exceed the specified maximum number of words. All assignments which do so will be penalised. The penalty will be the deduction of 10% of the maximum marks available (i.e. 10%). Assignments will not be accepted without a word count on the cover sheet.

Submission Date:This assignment must be received by no later than 5pm on Tuesday 10th May 2011. Collection commences at 8:30 am Work submitted after this date will receive a mark of 0 unless an extension has been approved in advance of this deadline. Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Student Adviser. These must normally be received and agreed by Student Adviser in writing at least twenty four hours prior to the deadline. Please refer to the Academic Regulations or your Student Handbook for full details.

Further details:This assignment must be completed individually.
This assignment must be attached to a completed University Assignment Cover Sheet and accompanied by a completed University Assignment Receipt before submission.

Any attachments (such as computer discs) must be marked with your SID number(s) and securely attached to your assignment before submission.

Do not submit your work in a plastic sleeve.

Assessment - Semester 2, 2010/11
This Assignment relates to the case study: and meets Learning Outcomes LO1, LO2, LO3, LO4 Case Study
Aalsmeer Flower Auction
Aalsmeer Flower Auction in the Netherlands offers global growers, wholesalers and exporters a central marketplace in which to trade flowers and plants. It gives them access to a range of marketing channels and financial information, storage and logistics facilities. Within the floricultural value chain, growers are the initial suppliers. Demand comes from exporters, importers, wholesalers, cash and carry stores, and retailers. Within this chain, auctions play a mediation role – they bring together suppliers and buyers and so determine prices. Sometimes these are world prices, since many parties throughout the world use them as price indicators. Another role is to increase efficiency by breaking large consignments from growers into smaller amounts for buyers. This chain was originally dominated by growers who were able to sell what they produced in a steadily growing market. The auction was able to determine how to conduct business and took a fairly passive role. Three developments threatened that comfortable position.

1) The emergence of alternative, electronically driven flower markets.

2) The auction met the needs of growers, but not those of retailers. To satisfy changing consumer tastes the retailers asked for fresher products, more varieties, smaller quantities and multiple deliveries each week. They felt demand should have more influence on supply.

3) Mergers and acquisitions among retailers increased their size and power. At the same time growers became more professional, which led to a more formal way of doing business and interest in new, perhaps electronic, ways of selling.

The board of the Aalsmeer Flower Auction felt that they had to react to these changes to support its business processes and to connect with suppliers and buyers. The initial objectives of these e-business activities were to enable innovation, redefine the value chain reduce transaction costs, strengthen the link with wholesalers and retailers, and to increase market share. The board hired an...
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