Summary handling the basic information is concerned,


 HKA (Hudson Kayak Adventures) is a firm that
offers kayak rental services around the Hudson River. During the time when
Steve and Linda launched it, the ecotourism market was very promising,
especially as far as its growth is concerned, which played a critical role in
enabling them to remain optimistic about the new business. In order to make the
firm known to prospective clients, Linda designed a Web site that is used for
advertising it. This is in addition to advertising it in regional magazines.
The Web site and regional magazines played a critical role in making the firm
known to potential customers. The customers consider the site as being not only
informative but also attractive. However, the lanes are not sure about this
because it is a new business.

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The firm
operates using three key business segments, which include guided tours,
rentals, and instructions. For data and information management purposes, the
firm makes use an MS database created by Linda. For accounting bookkeeping
purposes, the firm makes use of a rather cheap accounting system. The database
has proven effective as far as handling the basic information is concerned, but
it has some drawbacks. For instance, sometimes, the reservations made would
conflict with the availability of either Steve or Linda. Moreover, the database
does not enable the firm to gather sufficient information about the customers’
renting patterns, future business opportunities, the profiles of the customers,
and effective advertising. Therefore, the Lanes are considering updating the





Answers to the Questions

Question one

Below is the
HKA’s business profile for business activities, customers, the potential for
online marketing, resources, and organization.


•    Guided tours

•    Kayak rental

•    Tour instructions


•    Steve is responsible for giving lessons and
guiding tour groups,

•    Apart from running her design business,
Linda runs the overall office activities, manages the database and accounting
system and sometimes handles the rentals

•    As an extra help, Janet Jacobs is
responsible for handling telephone reservations and inquiries


•    Maintains a company website

•    Makes use of regional magazines to
advertise the business


•    The majority of the customers make
reservations in advance, especially for scheduled instruction sessions and

•    HKA also accepts last-minute customers, but
only when space is available

The potential
opportunity for online marketing

•    The website presents an excellent
opportunity to market the business online through making it possible for last
minute customers to make reservations online.

•    Through the website, the business could
inform its customers of special kayak renting discount.

•    In order to enhance the opportunity for the
business online, the database should be updated appropriately.

Question two

HKA has three
Key functions and business processes, which are listed below.

•    Guided tours

•    Rentals

•    Instructions

is a drawing of the company’s kayak rental, which also shows possible events
and results.



Question three

The types of
information systems used by HKA include transaction processing, management
information and decision support systems. Even though they support the current
objectives of the business, they do not support the future ones. Perhaps, this
is because they do not enable the firm to gather sufficient information about
the customers’ renting patterns, future business opportunities, the profiles of
the customers, and effective advertising. I recommend that the business update
its systems, especially the management information system. In addition, the
business should update the website in a way that it will make sure that
customers are able to make reservations online.

Question four

As it is
known, an object is simply a member of a given class, which consists of similar
objects. The objects have some properties, which are simply their
characteristics. As it is known, an event, thing or person can be represented
using an object. Therefore, a reservation can be represented as an object. A
reservation object’s properties could be a reservation date, customer name,
customer number, or reservation number, which would be linked to this
reservation, a kayak number and a kind of activity such as guided tours, rental
or instruction. 


Based on the
HKA case and its content, I can conclude that the case is very educative.
Initially, Steve and Linda never thought that the business would end up doing
well. This was despite the fact that they had received positive feedback from
customers. Perhaps, this explains why they never put into consideration the
manner in which the information systems could be used to support the future
business objectives.



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