Ase Study of Manheim Auctions : Application of Information Systems Strategy concepts covered to the analysis of business situations.

This is an individual assignment. The objective of this assignment is to apply concepts covered in readings and textbook to business situations. Student must read and analyze the case carefully and submit their responses to the ten questions in the case.

SUBJECT:
DATA MANAGEMENT AND INFORMATION TECHNOLOGY

TEXTBOOK:
Pearlson, Keri. E., and Saunders, Carol. S., (2006). Managing and Using Information
Systems: A Strategic Approach. 3rd ed. New York, NY: John Wiley & Sons.

TITLE:
Case Study of Manheim Auctions : Application of Information Systems Strategy concepts covered to the analysis of business situations.

QUESTIONS:

1.Describe Manheim s business, information, and organizational strategies.

2.Describe the Manheim value chain. Who are Manheim s customers and how does it add value to each of these customers?

3.What are Manheim s core competencies? Have these changed with the introduction of MOL?

4. How has the Web changed the nature of Manheim s business?

5. Should Manheim develop an online auction? What does it stand to gain and lose?

6. Do you agree with Ralph Liniado that the only threat to Manheim Online is from the automobile manufacturers? What does a SWOT analysis show for Manheim Online?

7. Do you agree with his goal of extending the core business without cannibalizing it? Why is he concerned with cannibalization?

8.Why do you think that Manheim did not use its internal IT operation to create the Manheim Online Web site? Do you think it is a good idea for Manheim to continue to depend on an outside developer?

9.How can Manheim use IT to enter the European market? How could the European operation be different from that in the US?

10.How does Auto Connect make it difficult for Manheim s competitors?


The overall quality of your responses to the questions will be evaluated using the criteria sheet attached.