Develop a business profile for Hudson Kayak Adventures. Create a separate section for eachof the following: HKA’s business activities, organization, resources, customers, and potentialfor Web-based marketing.
What will be an ideal response?
In the textbook, students learn that a business profile defines a company’s overall functions, processes, organization, products, services, customers, suppliers, competitors, constraints, and future direction. The first step is to create an outline using the facts presented in the background statement. A sample answer follows:
Business Activities
HKA has three main business functions: kayak rentals, instruction, and guided tours.
Processes
To support its business functions, HKA performs various business processes. Based on the background statement, a partial list might include entering reservations, displaying kayak availability, creating schedules, billing, updating the HKA Web site, updating kayak fleet data, and maintaining an inventory of accessory and safety equipment.
Organization
The organization chart includes Steve and Linda Lane, and Janet Jacobs, a local college student. Linda handles most of the computer work at this time.
Products
At this time, HKA does not sell products. Linda would like to offer a selection of books and videos about kayaking and eco-tourism.
Services
HKA offers kayak rentals, instruction, and guided tours. If the business expands, HKA might consider other services, such as kayak repair and maintenance, kayak sales and brokerage, expansion of the HKA Web site to share more information about kayaking, and Elderhostel tours.
Customers
HKA’s business is split evenly between customers with reservations and walk-in customers. These two groups may have different profiles and might respond differently to marketing and pricing policies. Also, HKA offers three different services (rentals, instruction, and guided tours) that appeal to different customers. With better information, HKA will better understand the needs of its customers and gauge the potential of promotions, special discounts, and so on.
Suppliers
The background information does not mention HKA’s suppliers. Students can assume that HKA deals with wholesale sources for kayaks and marine equipment.
Competitors
No other Kayak rental firms operate within 20 miles of HKA’s location.
Constraints
Steve and Linda have been too busy to update the system, and it seems clear that outside assistance will be required. Nothing is known about budget or time constraints, and these would have to be discussed in an initial meeting.
Future Direction
HKA appears to be doing well after two years in business. The Lanes would like to see the business grow, and they realize that they need more information in order to plan for the future. A business support system with decision support features would enable the Lanes to examine potential business opportunities by creating business models and using what-if analysis.
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