The company Acme Logistics Software is well-known for developing and selling ERP applications for large-scale operations and standardized handling of information. Recently, the have been working with an idea that is quite the opposite to allow for an individual (often small) hauliers to connect many types of data sources in real-time. For example, they are planning for the development of a new app that will make it possible for small-scale hauliers to automatically negotiate access to bus lanes in cities. Access will be determined by several factors such as vehicle performance, company compliance with regulations and environmental performance. In fact, the company already has an agreement with two major cites to develop and implement a system with applications and offer it to hauliers.

To facilitate the development, the head developer Bruce Dickinson has organized a workshop with the rest of the companys management team; marketing director David Coverdale and CEO Joan Jett. The following notes resulted from the workshop:

A note by Bruce: Our current software applications are built to handle large amounts of users at the same time. A note by David: "We have agreements with two cities, but how about other cities?" A note by Bruce: "Every truck driver has a smartphone!" A note by Joan: There's a strong tradition and preference in planning transports per well- defined options rather than making real-time decisions during operations." A note by Bruce: "Our current software systems focus on transport planning rather than on execution." A note by Joan: "Our current software products are all built for desktop computers with large screens" A note by David: I met a haulage company yesterday. Their drivers spend about 20% of their time in queues on the highway." A note by Joan: "We have an Al (Artifical Intelligence) module that can make quick decisions based on large amounts of data." Harmful Helpful Strengths Weaknesses Inside the organization $ Opportunities Threats Outside the organization