Continuing from question $(3),$ and applying the relevance of this case along with the lessons learned from the 'BIS$541/03$ Managing Information Systems' or 'MCBIS$541/03$ Micro$-$Credential in Managing Information Systems' course, design an action plan based on the seven variables mentioned by Deise et al$.(2000)$ to enhance customer value and competitiveness while addressing the challenges of the digitalisation era.