Posts Tagged ‘Module 1’

Using QR Codes to Improve Marketing

QR Codes could of great advantage to online digital content providers. Online music and radio services like Rdio and Spotify would benefit greatly from the use of QR codes.

Entertainment like music and video are increasingly being distributed online. As a result, there is a very competitive marketplace forming and getting access to new subscribers is very important to subscription entertainment services.

As part of a marketing campaign, digital subscription providers could place QR codes on related websites, print media and billboards. They could offer a bonus for using the code such as a free time period or free selection of tracks. A consumer is attracted by the offer of getting something free and is likely to scan the code. The code will then direct the consumer instantaneously to the site without having them remember a web address and then could configure the service on the device. This is appealing to customer who are not overly tech savvy and want instant access and configuration.

Below is an example of a QR code which links directly to this post.




Porter’s Competitive Forces model

Porter five forces analysis is a framework organisations and business can use to analyse the factors affecting profitability in a specific industry or market.


The five forces consist of the following:

Threat of new entrants
Markets that are profitable and yield high returns attract many new entrants which in turn erodes profitability. Existing business need durable barrier to entry such as patents, economies of scale and capital requirements to reduce the reduction of profitability due to competition.

Threat of substitute products or services
When close substitutes to a product exist. There is the chance customers will switch to alternatives in response to price increases. This reduces the power of suppliers and attractiveness of the market.

Bargaining power of customers
How easy is it for customers to drive prices down? What is the customers ability to drive a firm’s prices down? If there are few powerful buyers, they have the ability dictate terms. Measures can be taken to reduce buyer power such as introducing loyalty plans.

Bargaining power of suppliers
How easy is it for a supplier to drive up prices? This can be driven by the strength and size of the supplier, the uniqueness of their product or service and the cost of switching to another supplier.

Intensity of competitive rivalry
This factor is driven by the number and capability of competitors in the market. If there are many competitors offering similar products, the attractiveness of the market can be reduced.

References (2014). Porter’s five forces of competitive position analysis – cgma. [online] Retrieved from: [Accessed: 11 Mar 2014].

Harvard Business Review. (2014). The five competitive forces that shape strategy. [online] Retrieved from: [Accessed: 11 Mar 2014].

The Role of the Enterprise Architect

Enterprise architecture has arisen as a mechanism for addressing increased complexity in organisations and has lead to the newly evolving profession of the Enterprise Architect (Strano and Rehmani, 2007).

The role of the Enterprise Architect (EA) has taken on increasing importance in business management and their responsibilities are multidimensional (Strano and Rehmani, 2007). They need to be generalists, have a good understanding of application, data and hardware and be able to understand how IT decisions impact upon the entire organisation (Worthen, 2005). An EA is critical to aligning information technology and business (Nash, 2009). They will conduct analysis and perform planning to perform the successful execution of strategy to improve organisational and business outcomes.

In my role play scenario as an EA, I will focus on improving organisational outcomes and aligning business strategy with stakeholder requirements through analysis, planning and implementation.

ICT governance is a framework within an organisation that consists of leadership, organisational structures and processes that ensure the organisation’s information and communication technologies sustain and extend its strategies and objectives (Gregor and Martin, 2005). It relates to the security, reliability, performance and risk management of ICT systems within an organisation.

Martin, N. & Gregor, S. (2006). Ict governance: frameworks for managing australian e-government.Journal Of E-Government, 2 (3), pp. 19–49.
Nash, K. S. (2009). The case for enterprise architects. CIO, 22 (7), pp. 36-39.
Strano, C. & Rehmani, Q. (2007). The role of the enterprise architect. Information Systems And E-Business Management, 5 (4), pp. 379–396.
Worthen, B. (2005). Wanted: enterprise architects. CIO, 18 (10), pp. 46-50.

Introduction to my Enterprise Architect Blog

My name is Aaron Wright and I run a small media production company. We have endeavoured to ensure our entire company operations are digital and strive to provide high quality digital content to our customers.

I have undertaken this course to gain a greater understanding of current information technology trends and I hope to apply this knowledge to further the growth of our business.

I am particularly looking forward to learning how to utilise SWOT analyses to plan and analyse new projects and business plans.