TOYOTA CASE STUDY Business Process Engineering And Viable System Diagnosis: Corporate Web Site Development (ISP Solutions PLC Case Study)
2 Organizational Problem Toyota needed to redesign the company’s United Kingdom web site in order to meet new corporate guidelines. The web site had to manage content for internal corporate users, as well as for consumers. Toyota wanted to make the best use of Internet technology to enhance the consumer experience and build a closer relationship with consumers by personalizing the web site functions and keeping the web site fresh and inviting (IS Solutions, 2003). The efficient and effective delivery of content to consumers was the major goal for the web site. They also needed the site to be easy for the Toyota business users to manage. Since the web site already existed, they needed to do a major upgrade without causing the site to be down for very long. They wanted consumers to continue using the web site while the upgrades were being installed and tested, so they had to be able to do system diagnosis without disruption of the service. Relevant Approaches to the Problem IS Solutions approached the problem with an eye to the future, developing and building in the means to make changes after the foundations of the web site were established. They illustrated the possibilities for what the web site could do for consumers. They used consultant services in the areas of business analysis, technical analysis and information architecture. Information architecture is important because it blends business requirements with the design and navigation of the web site that makes it efficient and effective for delivering information to the user (IS Solutions, 2003).
3 The approach of taking down the web site and replacing it with an entirely new web site was rejected. Instead, they developed major upgrades and additions to the existing web site to improve the functionality and userfriendliness for both consumers and Toyota business users. Site Management The site was designed with publishing categories that match the site navigation, so the business managers can easily publish content to be displayed on the page where they want consumers to see it. When they generate content in the Oracle database, they can view the page where it will be displayed, to see how it looks. The site is divided into zones, so managers can see which zones are more popular, as well as track the visitors on the site as they move from zone to zone. Zones provide a hierarchical structure, so high priority messages reach the web site visitor. In addition, the buttons on the side of the page allow visitors to find each zone easily. Thus, the dealers can see which zones the consumers visit most often, and they can place their high-priority content in those zones. This helps them to target advertisements to consumers and ensure that the consumers see those advertisements. The web site was easy to manage, and it was easy for both consumers and Toyota business users to find the content that they needed. Site Content The content was designed to help change web site visitors into Toyota buyers. A “persistent guest” technology enabled them to personalize the content
4 based on the online behavior of the guests and the business rules of the web site. Thus, they could show visitors the content that interests them, and encourage them to become prospects for the sales of Toyota cars. The site also offered data on used cars for consumers (IS Solutions, 2003). In addition, the site contained content for Toyota business users, including databases that they could access and use for their marketing activities. The Oracle databases can be retrieved easily, and the site has a management tool for debugging, so they can view the page and fix any problems before it becomes available for viewing by consumers who visit the web site (IS Solutions, 2003). User Registration The site offered several advantages to registered users, to encourage...
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