Updated: May 8th, 2024

GG Freightways Mobile Marketing Application Project Case Study

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Table of Contents

Project Description
Strategic Alignment
IT Portfolio Roadmap Alignment
IT Architecture
Benefits
Requirements
Cost Estimation
Performance Measures
System Development
References

Project Description

This report proposes the development of a mobile application that will be utilized to boost marketing metrics. The application must show information about the sales for the company and the performance index in transportation and distribution of goods within the enterprise (Case Study: GG Freightways, 2021). Through the application, the clients will be shown the available freight tariffs and warehousing alternatives with the inclusion of a comparison to other rival firms. The mobile application shall be utilized during the freight management and it is intended to better the services of GG Freightways and hence get more customers.

Strategic Alignment

The mobile marketing application intends to assist in tracking the whereabouts of the goods transported hence contributing to the timely delivery of the freight to the clients (Agüero et al., 2016). Secondly, through the marketing paraphernalia, the application will assist to lure more clients after getting the performance history of the company. Lastly, the warehousing will be integrated in terms of the inventory and the running operations hence ensuring there is the availability of products to customers every time. The project also aligns with GGFRT information technology (IT) strategies.

IT Portfolio Roadmap Alignment

One of the GGFRT’s IT portfolios is to have a marketing boost where a potential customers can be shown important information about the company. The mobile application should work together with the management reporting system in instances where financial data is required by the customer before deciding on the shipping methodologies (Agüero et al., 2016). The project can be executed after GGFRT has an effective financial reporting system and management reporting system. Therefore, the project should come afterward so that the IT portfolios can be comprehended effectively.

IT Architecture

The project fits with other systems in place and those under development. For instance, the freight tracking system will be useful in providing information about cargo origin, destination, and other information. When developed, the two projects will work hand in hand to address the mapping of orders and integrations about zip codes and the sequence of delivery (Zhou & Wan, 2021). Therefore, the information to be shared including the client information based on location, type of merchandise, the shipping requirement, the dispatchers, and maintenance personnel shall also have to be integrated under one interface.

Benefits

Benefit	State Business Strategic Objective/Provide Explanation of Alignment of Benefit to Business Strategic Objective
Better visibility for GGFRT and its customers into the delivery status of packages.	Tracking freight to provide customers with better delivery dates & times This real-time feature of package status will allow both customers and GGFRT employees to see where the package is while in transit. This will allow the customer to know where/when the package will be delivered.
1. Performance monitoring that ensures efficiency at GGFRT in freight-centric functions	It will allow the GGFRT management to have supervisory functions by having transportation optimization, planning of shipping elements, and managing the load. The overall shipping speed will be improved and hence get customer experience to be at a higher level.
2. Automated freight processes at GGFRT	With the mobile marketing application in place, the firm will be enabling drivers to obtain the necessary data and store the information in GGFRT’s database to reduce paperwork and hence reduce freight issues (Zhou & Wan, 2021). Additionally, GGFRT will be able to measure some important metrics such as driving time and mileage hence boosting the productivity that ensures there is job sustainability for the company.
3. Better management of transportation processes	The development of mobile applications assists in managing end-to-end logistical processes (Bharadwaj, 2020). The supply chain, planning, consolidation, and delivery forecasts will be enabled.

Table 1: Benefits of the project.

Requirements

The primary driver for this project is the need to have efficiency in freight management by utilizing cloud-based applications that will ensure there is simultaneous business flow. For GGFRT to embark on this project, the management must be compelled by the need to improve their logistical processes, increase customer satisfaction, and have high returns on revenue (Agüero et al., 2016). Therefore, with the key drivers existing, there are various requirements as shown in table 2 below.

Requirement Statement	Business/User; IT/System or System Performance (state one or more of these categories)
The Route Optimization/Freight Tracking System package status must be available to users 95% of the time	System Performance
The mobile marketing application must be easy to navigate by staff and customers.	System performance
The application must be reliable hence should not have frequent freezing.	System performance
The application must meet the cybersecurity protocols.	System requirement
The mobile app must contain an interface as a single but independent deployment.	System requirement
It must show valid data free from assumptions and errors.	System requirement
It must be available to staff during all working hours.	System requirement
The app must have a strong authentication process.	User requirement
It should have prototypes that adhere to cloud software e.g., database navigation	System requirement
The mobile application must incorporate the brand.	User requirement
It must indicate GGFRT’s business portfolio and other relevant information.	User requirement

Table 2: Requirements of the project.

Cost Estimation

The development of a freight mobile application requires website designers and computer programmers who would work on the features required. Therefore, the assessment of project size and complexity is largely moderately complex. The reason is that there are individuals who have specialized in expertise power in creating mobile applications while utilizing computer science (Bharadwaj, 2020). Additionally, there are other existing applications for the other rival firms hence it will be easier to analyze feasibility.

Evaluation of Project
Complexity	Small	Medium	Large
Very Complex
Moderately Complex			X
Straightforward

Table 3: Cost estimation for the project.

Performance Measures

The performance measures will be based on the benefits the projects intend to bring to GGFRT. Additionally, depending on the system requirements, the firm will be able to test the feasibility and functionality of the mobile marketing application project (“Small Freight Logistics benefit using Mobile App Technologies”, 2019). For example, the management shall test whether or not efficiency was achieved and if not, what requirements would be suitable to have the issue properly executed.

Benefit to the organization	Measure
Better visibility for GGFRT and its customers into the delivery status of packages.	50% reduction in the number of packages returned for next-day delivery because of more efficient scheduling as customers can also reschedule packages when they see delivery status; or, Increase of 20% in the number of same-day deliveries due to better communication between GGFRT dispatchers, drivers, and customers.
1. Performance monitoring that ensures efficiency	Realization of improved functions that have led to completing work on time. Additionally, if the returns on revenue increase after the project.
2.. Automated freight processes	The truck drivers are capable of successfully utilizing the application to communicate with the support team while on the fleet and get the required attention (Bharadwaj, 2020). Furthermore, if there is less paperwork of not at all, it will be a measure of institutionalization of the marketing application.
3. Better management of transportation progressions	Freight delivery is done on time without challenges to the truck drivers, customers, and the managing team.

Table 4: Performance measures for the project

System Development

The first consideration will be to plan the requirement for the project. That includes a rough draft of the mobile application features and potential drawbacks. For example, it will be important to determine the extent to which the application shall require support from the system developers (“Small Freight Logistics benefit using Mobile App Technologies”, 2019). The next step would be to design the prototypes by factoring in all the essential microservices architecture required to launch the application. Building the application follows, whereby the software will be configured by integrating the features of the company in one single function.

Testing of the mobile app is also important to ascertain whether or not the features complement the business strategies for GGFRT and whether the requirements can meet the benefits without significant exposure to risks. Lastly, the launching of the application is done by placing the system alongside other existing ones and feeding the necessary data that is realistic to the functions of the freight company (Zhou & Wan, 2021). Here, the workflow is boosted by the system, and what takes over is maintenance and monitoring after successful launching.

References

Agüero, R., Zinner, T., Garcia-Lozano, M., Wenning, B., & Timm-Giel, A. (2016). Editorial: Mobile networks and management.Mobile Networks and Applications, 21(4), 561-563. Web.

Bharadwaj, D. (2020). Integrated freight terminal and automated freight management system: A theoretical approach.Transportation Research Procedia, 48(9), 260-279. Web.

Case Study: GG Freightways (GGFRT). (2021). pp. 1-8, PDF

Small Freight logistics benefit using mobile app technologies. (2019). SSTech System. Web.

Zhou, Z., & Wan, X. (2021). Does the sharing economy technology disrupt incumbents? Exploring the influences of mobile digital freight matching platforms on road freight logistics firms.Production and Operations Management, 5(6), 22-26. Web.

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