CST3310 – Strategic Information Systems

(Enterprise Project) Management

Case Study: MotusOne

Group 4O4
Student Number Student Name

M00848120 Aishwarya Sharma

M00850497 Aleena Ali Khan

M00850502 Milan Varughese

M00847442 Hayden Jovan Fernandes

M00849592 Hooda Abdul Shakoor

M00850500 Kurt Patawaran

 Submitted on: 03/12/2023

Computer Science Department

Faculty of Science & Technology

Middlesex University

Table of Contents

1. Introduction 3
0.1 Introduction of your consultancy start-up.................................................................3
0.2 Presentation of each group member profile............................................................4
0.3 Description of the selected Case Study organisation.............................................4
2. Strategic Management Principles 6
1.1 Establishment of a robust strategic management process....................................7
1.2 Conduct of the sector’s competitive analysis..........................................................9
1.3 Introduction of strategic leadership approach.......................................................10
3. Information Systems Types 12
2.1 Overview of different types of information systems relevant to the organisation
........................................................................................................................................... 12
Information Sources and Types (If a MIS Were Adopted)..............................................14
Advantages Attained...................................................................................................... 14
2.2 Discussion of a suitable typology for classifying the organisation’s systems....15
2.3 Description of the organisation’s information system functions..........................16
Possible Vulnerabilities and Suggested Fixes..................................................................17
4. Managing IT Projects & Cloud 19
3.1 Review of the core IT project management practices..........................................20
3.2 Creation of a project management plan.................................................................21
3.3 Identification of key work packages & cloud products.........................................21
1. Introduction

This report covers our consultancy's analysis of the transportation and event
management industry. It includes profiles of our team members, a deep dive into
Motus One as the chosen case study, and practical solutions for the challenges
companies face in this competitive market. We aim to offer clear insights and
actionable strategies to help businesses navigate legal complexities, adapt to market
shifts, and deliver exceptional service for sustained success.

0.1 Introduction of your consultancy start-up

Welcome to our consultancy firm specializing in strategic advisory services for businesses in
the transportation and event management sector. Our expertise lies in optimizing
operations, enhancing client experiences, and mitigating risks for companies like Motus
One. With a firm grasp on industry intricacies and a commitment to innovative solutions, we
aim to assist companies in navigating challenges, capitalizing on opportunities, and
achieving sustained growth in an ever-evolving market.

0.2 Presentation of each group member profile

Name ID Picture Work Assigned

Aishwarya Sharma M00848120 Section 0, 1, 6

Aleena Ali Khan M00850497 Section 0, 2, 5

Milan Varughese M00850502 Section 0, 2, 5

Hayden Jovan M00847442 Section 0, 3, 4

Fernandes
 Hooda Abdul M00849592 Section 0, 1, 6
Shakoor

Kurt Patawaran M00850500 Section 0, 3, 4

0.3 Description of the selected Case Study organisation

MotusOne stands at the forefront of event transportation and consultancy, setting a

benchmark for excellence in catering to high-end clientele. Embracing a strategic stance that
emphasizes quality over cost, their mission revolves around personalized experiences and
steadfast relationships. Their vision of leadership within the industry is underpinned by a
relentless commitment to exceeding client expectations and delivering tailored
transportation services. However, the company faces multifaceted challenges, ranging from
the evolving social trend towards sustainability while balancing cost-efficiency to intricate
legal considerations surrounding high-risk service provision for elite customers.
Furthermore, operating in regions like Saudi Arabia and the UAE poses distinct challenges,
with varying social trends and stringent legal requirements. Managing supplier relations is
another focal point, considering the risk of data exposure and potential competition arising
from shared proprietary information. Likewise, employee retention and safeguarding
confidential strategies are paramount concerns, given the specialized knowledge and
potential risks associated with workforce turnover.
2. Strategic Management Principles

Motus One's strategy is simple yet effective: instead of aiming for the cheapest, they
strive to be the best in providing top-notch event transportation services. Their
primary focus is on two key groups—high-end customers and event managers.
Rather than constantly seeking new customers, Motus One prioritizes building
lasting relationships with their existing clientele. This approach distinguishes them in
the industry. The company aspires to be a leader, consistently delivering excellent
results for challenging projects and discerning clients. Their mission is to break away
from traditional approaches, ensuring each guest enjoys a personalized experience.
By committing to high-quality, customized event transportation for upscale customers
and event managers, Motus One aims to establish enduring relationships and trust in
the industry. The strategy-making pyramid clarifies roles and responsibilities within
the organization, fostering effective collaboration towards their vision.

As depicted in the above diagram, the business strategy centers on becoming a

leading provider of exceptional event transportation, emphasizing quality and robust
relationships. The vision focuses on outstanding service, while the mission
encourages breaking from tradition for quality and strong connections. The functional
strategy includes marketing prioritizing lasting ties, R&D featuring thorough market
research, and financial/operational management using Xero and Falcon Tracker with
regular updates. The operating strategy involves leadership oversight, project
execution with Mondays for effective team communication, and a commitment to
continuous improvement through regular assessments and innovation fostering.
1.1 Establishment of a robust strategic management process

Motus One prioritizes delivering high-quality services over cost considerations,

enhancing customer satisfaction and fostering enduring relationships. This
commitment to excellence cultivates customer loyalty, subsequently elevating
demand. The provision of customized solutions and the company's distinctive
position in the industry further attract high-end clients, amplifying the overall demand.
This continuous cycle of improvement contributes significantly to the sustained
growth and success of the company.
These are the Five Tasks of Strategic Management, which will be explained below
according to MotusOne's perspective.

The key ingredient for MotusOne's success is innovative leadership, outstanding

event transportation, and a dedication to industry trust. With strategic goals in mind,
such as sustainability and operational effectiveness, the business carries out plans,
evaluates results, and makes adjustments to ensure continued excellence and
growth.

1. Task 1: Developing a Strategic Vision and a Business Mission

a. Vision:
i. Motus One aims to lead in premium event transportation.
ii. Commitment to breaking away from traditional approaches.
b. Mission:
i. Provide top-quality, custom event transportation.
ii. Build strong industry relationships and trust.
2. Task 2: Setting Objectives
a. Balance Sustainability and Cost:
i. Develop a strategy for cost-effective sustainability.
b. Adapt to Social Trends:
i. Tailor marketing to regional social trends.
c. Legal Compliance and Risk Mitigation:
i. Ensure comprehensive legal compliance and risk management.
d. Efficient Business Operations in UAE:
i. Streamline administrative processes for efficiency.

3. Task 3: Crafting Strategies to Achieve Objectives

 a. Sustainability Strategy:
i. Explore cost-effective sustainable technologies.
b. Regional Marketing Strategy:
i. Tailor marketing campaigns to regional trends.
c. Legal Compliance Strategy:
i. Regularly audit and update legal procedures.
d. Efficiency in UAE Strategy:
i. Streamline administrative processes for competitiveness.
e. Information Security Strategy:
i. Implement measures to protect sensitive information.

4. Task 4: Implementing and Executing the Strategies

a. Establish cross-functional teams for strategy execution.
b. Communicate strategy importance throughout the organization.
c. Allocate resources effectively to support strategy implementation.

5. Task 5: Evaluating Performance, Monitoring New Developments, and Initiating

Corrective Actions
a. Set KPIs for each objective.
b. Regularly evaluate performance against KPIs.
c. Monitor industry trends, client feedback, and legal changes.
d. Initiate corrective actions promptly in response to performance gaps or
external changes.

1.2 Conduct of the sector’s competitive analysis

Motus One adopts a proactive supplier management strategy, ensuring data security
through timely changes and prioritization. The company strategically establishes
barriers of entry by offering specialized event transportation services, fostering
strong relationships, and possessing unique knowledge. When engaging with
buyers, Motus One caters to the high-end market, emphasizing strong relationships
and employing strategies to minimize buyer influence. However, they face a
challenge in meeting customer demands for both cheap and sustainable options. In
terms of competitive rivalry, Motus One focuses on industry trends and differentiation
through unique, top-notch services. To counter substitute threats, they position
themselves with personalized services, a commitment to breaking industry norms,
and unique offerings, minimizing the substitute threat.

In summary, Motus One faces challenges in balancing sustainability with

affordability, navigating complex legal requirements, and addressing potential risks
from both suppliers and employees. Adapting to social trends, leveraging
technology, and maintaining a strong legal and ethical foundation will be crucial for
sustained success in the competitive UAE market.
1.3 Introduction of strategic leadership approach

Motus One's leadership style aligns more closely with the Coaching Leadership
approach. In this leadership style, leaders actively work with their team members,
offering guidance, support, and personalized development opportunities. Notably,
the interviewee emphasized, "We don't make our employees do something which we
ourselves can't do; basically, we try to put ourselves in their shoes and then delegate
tasks." This commitment to understanding employees' perspectives by experiencing
their roles firsthand complements coaching principles. Motus One's leaders prioritize
collaboration, maintaining a friendly and respectful environment, and enhancing
individual and collective performance through mentorship and support. Additionally,
the flexibility in time management, especially for freelancers, is consistent with the
coaching approach, as it recognizes and accommodates individual needs and
preferences within the team.
3. Information Systems Types

An information system (IS) is a set of interconnected components that work together to

collect, process, store, and distribute information to support decision-making, coordination,
control, analysis, and visualization in an organization. It involves the combination of people,
processes, data, and technology to manage and use information effectively within an
organizational context.

Key Components of an Information System

1. People:
· Individuals who use the information system.
2. Processes:
· The procedures and tasks that the system performs to achieve its goals.
3. Data:
· Raw facts and figures that are input into the system, processed, and
transformed into meaningful information.
4. Technology:
· The hardware, software, networks, and other technological components that
enable the functioning of the information system.

Information systems can be classified into various types, such as:

· Transaction Processing Systems (TPS)

· Management Information Systems (MIS)
· Decision Support Systems (DSS)
· Executive Information Systems (EIS)

...each serving specific organizational needs.

In summary, information systems play a pivotal role in modern organizations by providing

the necessary tools and infrastructure for efficient information management, decision-
making, and overall business success.

2.1 Overview of different types of information systems relevant to the

organisation

Information systems are essential to MotusOne's management and operational

effectiveness as an events transportation provider. The company makes use of a variety of
technologies designed for particular tasks, which promotes efficient workflow and
productive teamwork.

1. OneDrive - Document Management System (DMS)

a. Function:
1. Centralizes sharing, storing, and managing data.
b. Features:
1. Centralized Storage: Repository that authorized people can access.
2. Version control monitors changes and guarantees the integrity of the
document.
3. Collaboration: Promotes working together on documents and projects.

2. Project Management System (PMS):

a. Monday.com
1. Function:
· Arranges tasks, projects, and tracking of progress.
2. Features:
· Task Assignment: Assigns and monitors event logistics-related
duties with efficiency.
· Live monitoring: Enables the status of a project to be tracked in
real time.

b. Ubeya for Management of Staffing:

1. Function:
· Makes staffing procedures for events easier.
2. Feature:
· Staff Scheduling: Effectively plans and oversees the number of
workers needed for events.

3. Transaction Processing System (TPS)

a. Xero Accounting Software:
1. Function:
· Oversees accounting procedures and financial transactions.
2. Features:
· Financial Management: Maintains tabs on receipts, outlays, and
financial documentation.

4. Using Instruments for Functions (Similar to MIS)

a. Despite MotusOne's lack of a typical MIS, these tools provide MIS-like
features:
 1. Excel Data Analysis: This feature allows for the analysis and visualisation
of data using graphs.
2. Data Aggregation: Combines data for comprehensive insights by
integrating information from several platforms.

Information Sources and Types (If a MIS Were Adopted)

· Project Data:
o Monday.com
o Ubeya progress insights.
· Financial Information:
o Xero billing data
o Income
o Outlays.
· Client Data:
o Reservation information and inclinations.
· Operational Data:
o Information necessary for event execution logistics.

Advantages Attained
MotusOne has numerous advantages via the integration of Xero, OneDrive, Monday.com,
and Ubeya. These include:

1. Enhanced Staffing Management:

a. Uses Ubeya to effectively schedule and manage staffing requirements for
events while staying within the scope of project management.
2. Robust Financial Management:
a. Complies with Transaction Processing requirements by utilizing Xero to track
financial transactions and keep accounting records.
3. Streamlined Data Handling:
a. Using Monday.com and OneDrive, centralized storage, communication, and
effective project management are made possible.
4. Operational Efficiency:

Accurate tracking of customer reservations, vehicle movements, and billing, improving the
ability to process transactions.
2.2 Discussion of a suitable typology for classifying the organisation’s
systems

Here is a possible topology for classifying MotusOne’s information systems:

1. Top Level:
a. Uses data analysis tools (such as Excel for data analytics) and high-level
decision-making platforms for strategic planning.
2. Strategic Leadership and Management:
a. Uses operational instruments and project management in line with strategic
goals.
3. Middle and Functional Systems:
a. Uses functional tools, marketing, and logistics in accordance with designated
unit objectives.
4. Operational Systems (On-the-floor):
a. Uses platforms for cooperation and task-specific apps to execute tasks in line
with middle-level strategy.

Here’s a more in-depth classification of MotusOne’s topology, including the systems that
come under each level:

1. Top Level
a. Features:
i. Headed by Upper Management (Board of Directors, C-Suite
Executives)
ii. Instruments for establishing the general strategy direction and vision.
b. Systems Used:
i. Strategic Planning Platforms: Assisting in the formulation of the
mission, vision, and long-term goals of the organization.
ii. Data analysis tools: Excel for data analytics is one tool that helps top
executives make well-informed strategic judgments.

2. Strategic Leadership and Management Systems

a. Features:
i. Supervised by Senior Management's Strategic Leadership Team
ii. Platforms that convert high-level strategies for functional areas into
workable plans.
b. Systems Used:
i. Project Management Tools: Monday.com for planning and monitoring
the status of projects in line with senior management's strategic goals.
 ii. Operational Systems: Instruments supporting logistical and
operational management that are in line with strategic objectives.

3. Middle and Functional Systems

a. Features:
i. Controlled by Heads of Business Units and Functional Domains.
ii. Systems that match overarching strategy objectives with particular
unit aims.
b. Systems Used:
i. Logistics Management Systems: Designed to be functionally aligned
with event logistics.
ii. Marketing Platforms: Assisting with marketing tactics that align with
overall goals.

4. Operational Systems (On-the-floor)

a. Features:
i. Supervised by Managers and Middle Management
ii. Instruments for effectively carrying out tasks in line with middle-level
tactics.
b. Systems Used:
i. Task-Specific Applications: Assisting independent contractors and
freelancers in carrying out project-specific duties in line with middle
management tactics.

Collaboration Platforms: Facilitating smooth communication between groups of people

working on particular projects.

2.3 Description of the organisation’s information system functions

Efficient information systems drive MotusOne's operations and customer service. However,
we have identified gaps in this complex setup might affect data use and effectiveness.
Solving these issues could result in better performance and seamless department
collaboration.

Here are the systems under consideration:

1. Recording Client Bookings:

 a. Uses Monday.com and other platforms to record and handle event bookings,
guaranteeing smooth client requests and logistical execution.

2. Tracking Vehicles:
a. Facilitates effective resource mobility for event logistics by monitoring and
managing the transportation fleet using specialized systems coupled with
platforms such as Ubeya.

3. Invoice Generation:
a. Makes use of platforms such as Xero for billing based on customer
reservations, guaranteeing precision and speed in the billing procedure.

4. Creating Data Reports:

a. gathers information from multiple systems, combining Excel and other tools
for sophisticated analytics, and producing informative reports on operational
performance and transportation efficiency.

Possible Vulnerabilities and Suggested Fixes

1. Disparate Systems Causing Data Silos
a. Problem:
i. Using disparate systems might cause data silos, which impedes
cooperation and thorough insights.
b. Recommendation:
i. Improve Monday.com, Ubeya, Xero, and Excel integration to build a
single platform.
ii. Simplify departmental data flow to dismantle information silos and
promote smooth communication.

2. Human Processes Causing Invoicing Delays:

a. Problem:
i. Human invoicing procedures may result in mistakes and hold-ups.
b. Recommendation:
i. Xero and Monday.com can be integrated to automate invoicing.
ii. Create a system that sends out bills as soon as a booking is confirmed,
cutting down on errors and speeding up billing cycles.

3. Reporting Inaccuracies and Postponed Understandings

a. Problem:
i. Real-time insights may be lacking in reporting mechanisms.
b. Recommendation:
 i. Real-time dashboards can be created by integrating Excel with data
from many systems.
ii. Use cutting-edge analytics tools to deliver real-time information into
customer behavior and transportation performance.

4. Limited Customization and Client Interaction

a. Problem:
i. Customer contact may be limited to reservation platforms.
b. Recommendation:
i. Create customer portals on Monday.com to facilitate direct
connection and customization choices.

Customized user interfaces can improve customer satisfaction and build bonds.
4. Managing IT Projects & Cloud
Managing IT projects is crucial to an organization such as Motus|One as it allows
them to handle problems that arise along the implementation of their projects
(Snedaker, 2005). During the initiation stage, they bring a project manager to study
and analyze various risks involved in a project and create a detailed DRP (Disaster
Recovery Plan) to tackle such issues.

Additionally, Motus|One makes use of the application “Monday.com” to efficiently

manage their daily business activities. This platform provides organizations with all
the tools required to run a business, as well as provides them with the flexibility to
create and innovate business processes in their own creative ways. (Manko, 2021)
3.1 Review of the core IT project management practices

To deliver exceptional outputs, various project management practices are needed to

facilitate the overall progress of a proposed plan. Motus|One uses the waterfall
approach.

Waterfall Methodology:
This approach allows them to sequence milestones, diverting their full attention after
reaching and completing one milestone at a time.

Business Performance Model:

Another project management practice they could use is the business performance
model to deploy a Human Resource Management (HRM) solution for their workforce
effectively (Andreev, 2021).
MotusOne, an events transportation company, values its dedicated and hardworking
employees. Implementing a business performance model at the management level
to track and review employee contributions would enhance morale by recognizing
and acknowledging their efforts. This approach ensures that the diligence of the
workforce is duly appreciated and contributes to a positive and motivated work
environment.

3.2 Creation of a project management plan

Concerning project management planning, Motus|One typically relies on

Monday.com for task management, ensuring all team assignments are completed
before their deadlines. However, recognizing the necessity for comprehensive
planning in every project, the company could benefit from implementing the project
management planning steps mentioned in the figure below.

3.3 Identification of key work packages & cloud products

Motus|One did not mention anything about Key Work Packages. However, they do
use a variety of cloud services to streamline their tasks, and workload.

Monday.com:
Monday.com allows Motus|One to automate their workflows, mainly for Project
Management and Human Resource Management (HRM). Motus|One uses
monday.com for the following core features:
 Role Assignment - Assigning specific roles or tasks to team members and
tracking their progress along the way, holding everyone accountable thereby
avoiding confusion in distribution of tasks.

 Timelines - Visual representation of timelines, milestones, and deadlines

provides a clearer understanding for given tasks in a project.
 Gantt Charts - Allows Motus|One to view project tasks in a Gantt chart view,
allowing them to view the entire project including the dependencies and
timelines for each milestone (Haan and Broverman, 2023).
Ubeya.com:
Before implementing Ubeya into Motus|One’s Routine, they used regular
spreadsheet software, emails, and text messages for employee communication. This
was very inefficient, which is why they needed a software solution to centralize their
database that can answer all their staff management needs instantly.
As a result, with the implementation of Ubeya, they found that Instant workforce data
access serves as MOTUS ONE's centralized communication hub, streamlining
employee messages on uniform regulations and location changes. This efficiency
minimizes the time spent managing communication channels, allowing a focus on
core tasks rather than navigating various messages for over 200 employees leading
up to events.