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American Tourister

Sol Koffler started a company American Tourister founded in the Rhode

Island of the United States in 1933. It is the best suitcase brand since

the last 80 years as they combine modern technology with the latest

design. Their idea was to build a tough suitcase in one dollar updating its

technology with time. It also became the first choice for young families in

Europe and the United States.American Tourister was the first company

to flight test their bags with flight attendants from major airlines. These

bags have spring less and cam-action lock that wouldnt jam; the

company have even stared to design durable cases that could withstand

even the toughest quality critic, a gorilla. American Tourister is a brand

of Samsonite corporations.


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ENVIRONMENT

Input Process Output

Land Labour Machines Raw material Managers General

accounting

Hr and payroll

cutting theleather

storage packing check

quality

sales keeping

accounts

final briefcase brand

awareness

has a place inthe

competitive

market

profits

BOUNDRY

PROCESS OUTPUT

FEEDBACK

INPUT


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This is the process cycle of American Tourister .Input is defined asresources such people, raw materials, energy, information or finance

that are put into a system to obtain a desired output. In American

Tourister the inflow items are labour, machines, land, raw material,

managers, general accounting, HR and payroll. Process is thesequence of interdependent and linked procedures which, at every

stage, consume one or more resources to convert inputs into outputs.

These outputs then serve as inputs for the next stage until a known goal

or end result is reached. The process involves the raw material, labour,

machines are used for cutting and stitching the leather, checking the

quality and packaging the products. We also need to advertise the

product in order to increase the sales and make profits. After the input

and the process its time to see whether all the effort has given us an

output or not. Thus here we evaluate whether we have made profits,created brand awareness, made good quality products or not. Thus

output is the end result. The output of American Tourister was the final

briefcase that we got, brand awareness, has a place in the competitive

market and profit. Feedback is the information sent to an entity(individual or a group) about its prior behaviour so that the entity may

adjust its current and future behaviour to achieve the desired result.

Feedback occurs when an environment reacts to an action or behaviour.

Thus the feedback was positive and the company should now work

towards the expansion of the company.


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Boundaries are the total expansion of the company. American Touristerhas its own factories in Argentina, Belgium, Chile and China and three

factories in China that manufacture exclusively for Samsonite

Corporations. American Tourister, which has 80 company-owned

showrooms and 150 franchises, plans to open another 70 new stores,

taking the total to 300 by the end of this year

Business environment is the combination of internal and external factors

that influence a company's operating situation. The business

environment can include factors such as: clients and suppliers; its

competition and owners; improvements in technology; laws and

government activities; and market, social and economic trends.

Internal environment is the conditions, entities, events, and factors withinan organization that influence its activities and choices, particularly the

behaviour of the employees. Factors that are frequently considered part

of the internal environment include the organization's mission statement,

leadership styles, and its organizational culture. American Tourister paid

attention to each and every detail. They believed in team work, and

motivated their employees. They keep the condition of the company

clean so that the mental and physical health of employees is good.

External environment is the conditions, entities, events, and factorssurrounding an organization that influence its activities and choices, and

determine its opportunities and risks. Also called operating environment.

American Tourister came up with new technologies and was the first


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once to introduce lite bags easy to carry. Their competition was tough

but they managed to survive in the growing market.

Factors effecting the external environment of the business are:

1. Political 1. The custom duty reduced2. New employment laws came up3. The competition has increased over

the years

2. Economic 1. The turnover of the company hasincreased

2. Due to the decrease in the tax therates have decreased thus customers

have started buying the products.

3. Due to the recession in the economythe company had a negative impact

3. Social 1. The employees are of almost thesame gender and age so that the

employees can connect.

2. The income of employees working atthe same level is the same so that

they dont feel out of the place.

3. The company changes the style


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according to the fashion.

4. Technological 1. The company spends a lot onresearch and development.

2. It comes with the latest technologyfirst in the market.

1. Strengths a. New and latest technologyb. Good quality products are madea. Low fixed cost

2.Weakness a.

Skills gap

b. Overdependence on a single product3. Opportunitie

s

a. The most leading and old brand inluggage bags.

b.Ahead from all its competitors.

4. Weakness a. The other leading competitors like Brics,Briggs & Riley, Delsey, Dooney & Bourke,

Eagle Creek, Hartmann, International

Traveller, Kenneth

Cole,Kipling,Lipault,Pacsafe,Patagonia,Ri


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Business environment as swot: is the situation analysis in which internalstrengths and weaknesses of an organization, and external opportunities

and threats faced by it are closely examined to chart a strategy. SWOT

stands for strengths, weaknesses, opportunities, and threats. For each

strength business entities have, a similar and sometimes equal

weakness exists. The goal is to identify, minimize or neutralize the

weaknesses while maintaining the strengths.

It is important to know what all hardware and software devices are used

in a company.

Computer hardware is the collection of physical elements that comprisea computersystem. Internal hardware devices include motherboards,

COMPUTER

HARDWAREDEVICES

INPUT/

OUTPUTDEVICES CPU MEMORIES

SECONDARY

STORAGEDEVICES

SOFTWAREDEVICES

Command live

interface (CLI)

Graphical

user interface(GUI)

cardo,Rimowa,Travelpro,Tumi,Victorinox
http://en.wikipedia.org/wiki/Computerhttp://www.techterms.com/definition/motherboardhttp://www.techterms.com/definition/motherboardhttp://en.wikipedia.org/wiki/Computer


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hard drives, and RAM. External hardware devices include monitors,

keyboards, mice, printers, and scanners.

Computer hardware can be divided into four main categories:

1. Input/output devices2. CPU3. Memories4. Secondary storage devices

Input/output devices help to load, prepare and execute the softwareprograms. These include monitors, keyboards, scanners, printers,

mouse etc.

Central Processing Unit or the CPU is the main component of thecomputer, it is also referred to as the brain of the computer as it

manages and processes all the information.

Memories include Random Access Memory or RAM. These allowaccessing the stored data. RAM is considered as the main memory of

the computer.

Secondary storage devices include the external storage devices such asCD, DVD, hard disk etc.

Software, or program, enables a computer to perform specific tasks.Computer software is of twp types: Application software and system

software.
http://www.techterms.com/definition/harddrivehttp://www.techterms.com/definition/ramhttp://www.techterms.com/definition/monitorhttp://www.techterms.com/definition/monitorhttp://www.techterms.com/definition/ramhttp://www.techterms.com/definition/harddrive


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System software is of two types;

1) Command live interface (CLI), e.g.Ms Dos and

2) Graphical user interface (GUI), e.g.Ms Windows.

At American Tourister, different departments use different hard ware and

software.

Accounts and Finance department use computers as hardware to keep

a track of the activities of the transactions. GUI is used as the operating

software as Ms Windows. Spreadsheet application (Tally), Desktop

Publishing application (Printers) and Utilities application (calculators and

Antivirus) are used as application software.

In the sales department the computers are used as hardware to keep

the sales records. GUI is used as the operating software. Spreadsheet

application (Ms Excel), Utilities application (Gadgets, Antivirus and

Convertors), Desktop Publishing application (Printers) and Data Bases

application (Oracle) are used as the application software.

In the marketing department computers are used as hardware for

customer relationship management and maintaining the customer

records. GUI is used as the operating software as Ms Windows. Word

Processing application (Ms Word), Presentation application (Ms Power

Point), Web application (Browsers) and Utilities application (Convertors

and Compressors) are used as application software.


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In the manufacturing department computers are hardware to keep a

record of all the manufacturing that has already been produced, in

process or yet to be produced. Ms Windows is used as the operating

software. Graphics and Media application, Desktop Publishing

application, Utilities application and Spreadsheet application are used as

the application software.

Data flow diagram shows the flow of data within the company when onorder is passed. The DFD if American Tourister is the Level 2 diagram

for a sales order processing system.

The technology has come up with Computer-aided drafting (CAD) was

introduced in the mid-1960 for the production of drawings without the

use of traditional drafting tools. The drawings were created by

manipulating graphic elements on the computer screen instead of

drawing them by hand. Engineering design capability was added to

Order

Customer

Recording

customer

details

(records)

Sales A

Customer file

Generating

invoices

and

reports

Sales C

Calculating

customer

bonuses

(buying

goods)

Sales B

Bonus file

Customer bill (invoice)

Customer

details

New details Update

report


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many of the CAD programs it is also called Computer-Aided Design and

Drafting (CADD). CADD technology is used for preparation, distribution,

storage, and maintenance of architectural and engineering type

drawings.

Types of computer aided drafting are 2D Drafting: 2D CAD Drawing &Drafting services for Mechanical Engineers, Process Engineers,

Manufacturers, Fabricators, and Designers & Consultants all over the

Globe. It helps in remodelling, resizing and scaling of existing designs &

drawings of parts & assemblies. 3D Wireframe: Using a wire framemodel allows visualization of the underlying design structure of a 3D

model. Traditional 2-dimensional views and drawings can be created by

appropriate rotation of the object and selection of hidden line removal via

cutting planes. 3D Constructive solid geometry: it can easily assure thatobjects are "solid" or water-tight if all of the primitive shapes are water-

tight. This can be important for some manufacturing or engineering

computation applications. 3d boundary representation: it works withhybrid models, wire-frames, sheet objects and volumetric models. 3dhybrid solid modelling: it is a combination of CGS and Brep which isused to create desired parts.

Types of CAD

2D drafting 3D wireframe3D Constructive

solid geometry3d boundary

representation3d hybrid solid

modelling


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The company has also adapted the new ways of marketing earlier the

company used tradition methods of marketing which had a lot of

disadvantages like the cost of marketing was too high and drain theincome of American Tourister. Traditional form of marketing is notflexible. This makes it hard for many to retrieve the information once ithas gone on air. It relies heavily on prediction. Predictions can fail andmore so can change. International laws can vary from one country toanother. This can be very disadvantageous to traditional way of

marketing. For the advert to go on air it must be within the law and if the

law of the land prohibits it, it may not be able to be accepted.Now the company has started using e commerce form of marketing

which is much better than traditional marketing as it has on demandmarketing: in online marketing people search what they want not like inTV ads where all the advertisement is shown even to those people who

are not interested in buying the product. Low cost: online selling is muchcheaper than giving ads in newspapers TV and personal selling. In

online selling there is low coat where as high return on investment. Easydistribution of information: and media to global audience, like Webinarshas taken place of Seminars. Measurable results: Biggest advantage ofInternet Marketing is the measurability. You can obtain detailed

information about customers responses to your advertising.

Information system Methodologies is a combination of hardware,software, infrastructure and trained personnel organized to facilitate


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planning, control, coordination, and decision making in an organization.

It is used for:1. management and control of the software development process2. structuring and simplifying the process3. standardizing the development process4. product by specifying activities to be done5. techniques to be used

KEY:SSADM: Soft System Analysis and Design MethodSTRADIS: Structured Analysis and Design of Information SystemJSD: Jackson System DevelopmentYSM: Yourdon System MethodUML: Unified Modelling Language

IS Methodologies

Hard Methods

SSADM

STRADIS

JSD

YSM

UML

Soft Methods

MULTIVIEW

SSM

ETCHICS


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SSM: Soft System MethodologyETHICS: Effective Technical and Human Implementation of Computerbased Systems

For American Tourister the best mythology will be structured analysis

and design of information systems. The main advantages of SSADM are

the three different views of the system: The Company can be analysed

through three different techniques. Logical data modellingThe data are

separated into entities (things about which a business needs to record

information) and relationships (the associations between the entities).

Data flow modellingexamines processes (activities that transform data

from one form to another), data stores (the holding areas for data),

external entities (what sends data into a system or receives data from a

system), and data flows (routes by which data can flow). Entity

behaviour modellingThis is the process of identifying, modelling and

documenting the events that affect each entity and the sequence in

which these events occur. Highly structured: it is highly structured so its

easy to find information and is good for a big company like American

Tourister. Process oriented: it emphasises such tools and techniques as

functional de-composition, data flow diagramming, decision tables and

structured English.

Computer networking is a system where large number of computers are

interconnected together to communicate freely with one another and


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share information. A network can be internal to an organization or span

the world by connecting itself to the internet. In computer network,

network operating system is used that controls and co-ordinates the

activities of computers that are connected to the network. The example

of these operating systems are: windows NT, UNIX, and Novell etc.

Computer networking is very important in each and every company. Theadvantages of computer networking are:Increases communicationcapabilities -It provides various tools to communicate between thenetworks easily and quickly. Such tools are e-mails, chats, voice and

video. Fewer Peripherals Needed -Many devices can be connected ona network. Each computer on the network does not need to have its own

printer, scanner, or backup device. Multiple printers can be set up in a

central location and shared among the network users. All network users

send print jobs to a central print server that manages the print requests.

The print server can distribute print jobs over multiple printers, or queue

jobs that require a specific printer. Avoid File Duplication and CorruptionComputer networks also provide good security as some information can

be protected and shared only by those who are allowed to access the

data. Document tracking software can be used to prevent users from

overwriting files, or changing files that others are accessing at the same

time. Lower cost licensingApplication licensing can be expensive forindividual computers. Many software vendors offer site licenses for

networks, which can dramatically reduce the cost of software. The site

license allows a group of people or an entire organization to use the

application for a single fee.


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There are various types of computer network that can be categorised on

the basis of geographical distances. The three main type of computer

networks are LAN, MAN and VAN. On the basis of their shapes they can

be classified into different topologies.

American Tourister used to use Ring topology but there a lot ofdisadvantages likeData packets must pass through every computer

between the sender and recipient therefore this makes it slower.If any of

the nodes fail then the ring is broken and data cannot be transmitted

successfully. It is difficult to troubleshoot the ring. Because all stations

are wired together, to add a station you must shut down the network

temporarily. In order for all computers to communicate with each other,

all computers must be turned on. Total dependence upon the one cable.

Now they use hybrid as it is suitable for a large company like this. It has

a lot of advantages like one of the most prominent ones is its flexibility.

The main purpose of this design is to take over different tasks at the

types of topologies

Star Ring BusTree

Mesh Hybrid


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same time. due to different configurations, it works perfectly well for

different types of traffic networks. Lastly the most important advantage of

the hybrid topology is that, all the weakness of the single topology is

eliminated, when it is clubbed as a hybrid topology, thus it use only the

strengths, though complicated still its very effective.

Ecommerce (e-commerce) or electronic commerce, a subset of

ebusiness, is the purchasing, selling, and exchanging of goods and

services over computer networks (such as the Internet) through which

transactions or terms of sale are performed electronically. Contrary to

popular belief, ecommerce is not just on the Web. In fact, ecommerce

was alive and well in business to business transactions before the Web

back in the 70s via EDI (Electronic Data Interchange) through VANs

(Value-Added Networks). Types of e commerce are :

B2B (Business-to-Business)Companies doing business with

each other such as manufacturers

selling to distributors and

wholesalers selling to retailers.

Pricing is based on quantity oforder and is often negotiable.

B2C (Business-to-Consumer)Businesses selling to the general

public typically through catalogs

utilizing shopping cart software. By

dollar volume, B2B takes the prize,

however B2C is really what theaverage Joe has in mind with

regards to ecommerce as a whole.

C2B (Consumer-to-Business)A consumer posts his project with a

set budget online and within hours

companies review the consumer's

C2C (Consumer-to-Consumer)There are many sites offering free

classifieds, auctions, and forums

where individuals can buy and sell


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requirements and bid on the

project. The consumer reviews the

bids and selects the company that

will complete the project.

thanks to online payment systems

like PayPal where people can send

and receive money online with

ease.

Our company American tourister uses B2B and B2C types of e

commerce.

B2B (Business-to-Business)Companies doing business with each other such as manufacturers

selling to distributors and wholesalers selling to retailers. Pricing is

based on quantity of order and is often negotiable.

Advantages:Business to Business is a global trade market, where you can buy

anything at any time. Purpose is to save money and good for immediate

decision. Suppliers to use the site to respond to buyers comments and

send additional catalogs. Use the online link instead of a means to save

money buying agency, ordering materials in an efficient, less error andthe warehouse inventory to minimize the immediate environment.

Disadvantages:Number of B2B websites as early as 2000, there was an explosive

growth. In order to obtain cheaper and faster delivery, it opened

hundreds of websites to support the automotive, chemical,


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pharmaceutical, retail and other industries. E-commerce is not suitable

for every business. B2B is a problem in this type of business will lead to

a possible lack of credit. For example, large electronics market owners

may deliberately kill smaller competitors transactions. Electronic public

bidding itself may lead to dubious price signals.

B2C (Business-to-Consumer)Businesses selling to the general public typically through catalogs

utilizing shopping cart software. By dollar volume, B2B takes the

prize, however B2C is really what the average Joe has in mind with

regards to ecommerce as a whole. some of the Advantages of b2care Being able to conduct business E-commerce systems can

operate all day every day and every hour. Your physical storefront

does not need to be open in order for customers and suppliers to be

doing business with you electronically. Access the global marketplace

The Internet spans the world, and it is possible to do business with

any business or person who is connected to the Internet. Simple local

businesses such as specialist record stores are able to market and

sell their offerings internationally using e-commerce. No Need to Wait

Electronic communications allow messages to traverse the world

almost instantaneously. There is no need to wait weeks for a

catalogue to arrive by post: that communications delay is not a part of

the Internet / e-commerce world. High Market space The market

place in which web-based businesses operate is the global market. It

may not be evident to them, but many businesses are already facing


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international competition from web-enabled businesses. Its

Disadvantages are Time for delivery of physical products It is possibleto visit a local music store and walk out with a compact disc or a

bookstore and leave with a book. E-commerce is often used to buy

goods that are not available locally from businesses all over the

world, meaning that physical goods need to be delivered, which takes

time and costs money. Physical product & delivery uncertainty When

you walk out of a shop with an item, it's yours. You have it; you know

what it is, where it is and how it looks. In some respects e-commerce

purchases are made on trust. Perishable goods Forget about ordering

a single gelato ice cream from a shop in Rome! Though specialized

or refrigerated transport can be used, goods bought and sold via the

Internet tend to be durable and non-perishable: they need to survive

the trip from the supplier to the purchasing business or consumer.

Limited sensory information The Internet is an effective conduit for

visual and auditory information: seeing pictures, hearing sounds and

reading text. However it does not allow full scope for our senses: we

can see pictures of the flowers, but not smell their fragrance; we can

see pictures of a hammer, but not feel its weight or balance.

E commerce has affected the business environment in various ways

like which can be analysed through pest analysis.

Political: you dont need a lot of permissions from the government andless of laws and regulations to be followed.


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Economical: Saves up a lot of taxes and money going in all thecommercials and traditional marketing.

Social: all the employees are easily connected and can easilycommunicate with the customers.

Technological: e commerce is the new latest technology in AmericanTourister which has really helped the organisation to grow as

customers can see the information whenever they want.

A lot of new trends and technologies have come up. These

technologies make the work very easy thus a huge company like

American Tourister need all sorts of latest technologies. The

technologies used in American Tourister are Cloud Computing :Cloudcomputing is a style of computing that characterizes a model in which

providers deliver a variety of IT-enabled capabilities to consumers.

Cloud-based services can be exploited in a variety of ways to develop

an application or a solution. Using cloud resources does not eliminate

the costs of IT solutions, but does re-arrange some and reduce

others. Advanced Analytics : Optimization and simulation is usinganalytical tools and models to maximize business process and

decision effectiveness by examining alternative outcomes and

scenarios, before, during and after process implementation and

execution. Client Computing: Virtualization is bringing new ways ofpackaging client computing applications and capabilities. As a result,

the choice of a particular PC hardware platform, and eventually the


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OS platform, becomes less critical. Social Computing: Workers do notwant two distinct environments to support their workone for their

own work products (whether personal or group) and another for

accessing external information.Security Activity Monitoring:Traditionally, security has focused on putting up a perimeter fence to

keep others out, but it has evolved to monitoring activities and

identifying patterns that would have been missed before.


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