The Adventure Works Cycles Case Scenario

The purpose of this case study is to enable you, the application architect, to

understand the nature of business problems that you will need to solve. Adventure Works

Cycles, a large, multinational manufacturing company, produces and distributes metal

and composite bicycles to North American, European, and Asian commercial markets.

While its base operation is located in Bothell, Washington, and employs 500 people,

several regional sales teams are located throughout the company’s market region.

In 2000, Adventure Works Cycles bought a small manufacturing plant, Wide

World Importers, which is located in Mexico City, Mexico. Wide World Importers

manufactures several critical subcomponents for the Adventure Works Cycles product

line. These subcomponents are shipped to the Bothell location for final product assembly.

In 2001, Wide World Importers became the sole manufacturer and distributor of the

touring bicycle product group.

After a successful fiscal year, Adventure Works Cycles is looking to broaden its

market share by focusing its sales efforts on the company’s best customers, extending

product availability through an external Web site, and reducing the cost of sales by

reducing production costs.

What Are the Business Problems?

The business problems can be categorized according to the various departments

— Sales, Human Resources (HR), Wide World Importers Acquisition, Purchasing,

Information Systems, Production, System Administration, and Engineering.

Business problems in the Sales department

Sales representatives from regional sales offices have assigned sales territories in

the United States, Canada, England, Australia, Germany, and France. Each regional

office consists of several sales representatives and a team manager. In their daily sales

activities, sales representatives use both laptops and Handheld PCs that run Microsoft

Windows® CE.

A typical work day for a sales representative starts with the representative dialing

in to the regional office and downloading current data such as inventory, product, and

promotional information. During customer visits, the sales representative takes orders on

the laptop or Handheld PC. At the end of each day, the sales representative sets up

appointments for the following day or week, checks the appointments of other

representatives in the area for possible collaboration, and updates the contact list. The

sales representative dials back in to the regional office, sends updated information, and

receives any new internal communications from the base office or regional office. The

company currently uses Microsoft Outlook® for e-mail.

The sales teams have identified the following requirements that will enable them

to perform their jobs better:

Customer segmentation and profiling.<n>The sales team needs to be able to extract

valuable information from raw data available in the databases to answer questions

such as the following:

What are the early warning signs of problems?

Who are the best customers across all product lines? With whom should the

sales team focus its efforts for building long-term relationships?

What are customers’ issues, categorized according to demographic groups

(geographic location, revenue history, and so on)?

What products are the customers buying and at what rate?

Sales activity.

The current discount policy allows sales representatives the discretion to

discount a particular order up to 15 percent. Sales managers can increase their

own discounts or customer discounts up to 20 percent. The product should

allow employees to provide appropriate discounts to customers, depending on

the employee’s role.

To support sales activity throughout the world, the sales team needs

international support, including the ability to have product information,

especially dates and pricing, available in multiple languages and currency

types.

Internal communication.<n>Each sales representative must receive customer and

sales data pertinent only to that representative. Each team manager must receive

relevant customer and appointment data along with detailed information for each

sales representative on that manager’s team. A manager must be able to assign

customers to sales representatives based on their relationships with the customers,

though usually customers are assigned by region.

Opportunity management.<n>Sales representatives need a method to store and access

sales opportunity data and, when a sale is generated, to convert some or all of the

information into a sales order without re-entering information.

Decision support system.<n>The decision support system should provide the

following features:

Allow marketing/sales staff to query and use customer data to generate

standard reports; execute custom queries; obtain information related to

promotion tracking, sales forecasting, and customer segmentation; and access

third-party data sources and financial evaluation tools.

Present all customer activity in a unified way, including multiple contacts,

conversations, and transactions.

Allow marketing personnel to initiate new promotions and programs on a

multinational basis. Currently, sales representatives do not know how to

associate these programs with specific areas for the best impact.

Identify, analyze, and share all aspects of customer relationships with

individuals throughout multiple departments.

Business problems in the HR department

The current retention rate of Adventure Works Cycles employees is 90 percent for

hourly employees and 75 percent for salaried employees. Management predicts that they

will need to hire 35 percent more workers during the next fiscal year to replace departing

employees and meet the projected increase in production. In addition, the acquisition of

Wide World Importers has significantly increased the department’s hiring and employee

retention tasks because of the increase in employees and job candidates.

Management has determined that they need a solution to track both employee

reviews and the resumes of prospective employees. In addition, they want to improve

their ability to forecast the number of employees needed and to plan for changes in work

compensation and benefits. The HR department requires the following features from the

solution:

Resume and review management.<n>All resumes and reviews are stored in

documents of different formats. A system is needed to provide:

Unified storage for all file types

Access to existing employee data (relational database tables) with links to

reviews or resumes

Tools for converting all files types to documents that can be shared internally

across departments

Ability to secure some areas of documents, such as salary information, from

designated users

Ability to search resumes or reviews for keywords or phrases

Analysis and planning.<n>The HR department needs support for performing the

following types of analysis:

Compensation and benefits analysis, including the impact of international

currency exchange rates

Planning to assess the required workforce

Payroll cost simulations and forecasting

Business problems in the Wide World Importers Acquisition department

Wide World Importers is located in Mexico City, Mexico. They manufacture

several critical components used in the Adventure Works Cycles product line. Adventure

Works Cycles recently purchased Wide World Importers in an effort to expand its

infrastructure to support the expected growth of the company. Wide World Importers is

considered a separate business unit from Adventure Works Cycles; however, it is

imperative that some applications and data be shared between the two companies. The

business problems associated with this department are as follows:

Data transfer.<n>Adventure Works Cycles cannot migrate and transfer data regularly

because:

Wide World Importers does not have a high-speed data transfer utility for

moving data from their local database to the three Microsoft SQL Server™

databases in Bothell.

Adventure Works Cycles has a centralized environment; it needs to enhance

the scalability of its production database by transitioning to a distributed

environment.

The data is currently not being transferred by means of a secure network

connection.

Administration and support.<n>Wide World Importers has limited Information

Systems (IS) support. Departments maintain their own workstations and the servers

that support the Oracle database are monitored and maintained by two administrators

and the IS manager. The company lacks many of the standardized processes used by

Adventure Works Cycles in its daily operations management.

Business problems in the Purchasing department

Adventure Works Cycles currently uses several vendors to supply various

components and raw materials for its product line. The Purchasing department has

identified a major supplier who is interested in establishing an Electronic Data

Interchange (EDI) with Adventure Works Cycles to transmit critical data and documents

such as purchase orders, invoices, payments, and product specifications. Purchasing

agents and accounting employees spend more than 50 percent of their time handling these

major vendors. After the EDI solution is fully implemented, the Purchasing department

manager anticipates a 30 percent increase in employee efficiency in these departments.

The Adventure Works Cycles application must provide the following features:

Ability for Adventure Works Cycles and the vendors to transmit and receive a variety

of data and file types, including structured and semi-structured data

Ability for vendors to submit their data directly to the Microsoft SQL Server™

purchasing tables

Web-based system that provides secure information specific to each vendor

Ability to automatically detect when the vendors have incoming files or other data

ready for Adventure Works Cycles to receive

Business problems in the Information Systems department

The Adventure Works Cycles Internet site is being developed. Currently,

customers can access basic product information, find the closest sales office, and request

printed information. They cannot order products online or view the status of an existing

order. The ability to search the current Web site for product information is limited to

viewing products by category. To increase its customer base and provide additional

functionality for existing customers, Adventure Works Cycles is expanding its Internet

site to include the following features:

Online product ordering for customers

Online order-status checking

Better search capabilities for product information

Ability to access explicit sections of engineering product specifications

Ability to view product information and pricing in international currency and

character sets

In addition to the Internet site, Adventure Works Cycles has a small intranet Web

site consisting of a home page and links to all department sites. Each department is

responsible for maintaining its own site and notifying the IS department of any changes

that need to be made to its links on the home page. The focus for the intranet site is to

improve internal communication. Jose Lugo, Adventure Works Cycles’ finance manager,

says that it is difficult to get information from one department and supply it to other

departments. The department managers want to route more file transactions and data

access through the internal Web site. This intranet site must support the following

features:

Ability to search for information across departmental sites

Ability to change or update to internal information (pricing changes, customer

complaints, and so on)

Availability of product data to all departments. It must be visible and adaptable to

multiple needs (sales, marketing, and engineering)

Business problems in the Production department

The Adventure Works Cycles product line consists of nine bicycle product

groups. Each product contains one or more subcomponents, depending on the customer

order. Currently, production receives a specification from the Engineering department

and uses it to assemble the product. A product clerk enters all the specification

information used by production. Certain basic product information is available to

customers on the external Web site. However, customers do not have access to the entire

product specification. The entire product specification is available to the sales staff from

the internal site.

As products move through each assembly area, subcomponents and other value-

added materials are added to the product until it reaches the final assembly area. Some of

the problems associated with production workflow are as follows:

Scheduling and production.<n>To avoid delays in production, the team needs:

Easier access to manufacturing data, such as work orders and inventory levels,

that is applicable to a specific assembly area.

The ability to analyze workflow data.

Inventory auditing.<n>Instead of manually auditing and updating the inventory

system, the company wants to employ barcode scanning by using a Handheld PC with

the existing inventory audit application.

Business problems in the System Administration department

Full availability of Adventure Works Cycles’ key systems has become a focus for

the System Administration department. Complaints about the amount of system

downtime have been increasing steadily.

The System Administration department does not have central control of database

management functions. As a result, each database group is developing its own practices

and procedures. This decentralized approach might not be an optimal use of resources. In

addition, the IS staff has requested a better method of monitoring system resources across

all operating systems.

The System Administration department at Adventure Works Cycles must provide

the following functionality to address these business problems:

Availability of services at all times to support Adventure Works Cycles’ key systems

Backup and recovery systems for all databases being used at Adventure Works

Cycles, including data stored at Wide World Importers

Monitoring of all resources across all operating systems

Business problems in the Engineering department

The Engineering department is responsible for designing the major components

for all Adventure Works Cycles products. The team needs a system to manage the

documentation needs of the department. Some of the requirements of this system are as

follows:

Collaborative content management.<n>The department needs an automated system

that allows it to control how drawings and specifications are reviewed, approved, and

released to manufacturing for use.

Access and storage of multiple file types.<n>The department needs a consistent

method for storing, retrieving, and archiving various files, such as computer-aided

design (CAD) drawings and XML product specifications. This system must be linked

to the tabular data used to track drawing and specification versions.

What Are the Requirements of the Adventure Works Cycles Application?

The Adventure Works Cycles application is a Web-based retail application. It is

intended for both customers and other businesses, such as retail stores reselling

Adventure Works Cycles products. In addition, the application needs to host one or more

pages to allow potential job applicants to submit resumes to Adventure Works Cycles and

retrieve and edit the resumes.

Business tasks

The Adventure Works Cycles application must support the following tasks:

Customers must be able to place orders

Customers must be able to delete orders

Application system must be able to reject orders

Customers must be able to modify existing orders that are being processed

Customers and resellers must be able to review existing orders

Customers must be able to create new customer records

Customers must be able to edit customer information

Customers must be able to submit resumes for employment consideration

Customers must be able to retrieve and edit previously submitted resumes

Customers and resellers can access only their own information.

Web site requirements

The Internet Web site for Adventure Works Cycles must support the following

features:

Every page on the Web site must display a search option with appropriate search

controls and a navigation bar on the left side.

The customer must be able to search for products by using a part of a product

description and a price range.

The home page must display products that are on sale and special offers, and it must

include a picture and description of each product.

A Groups page must display a hierarchical list of links to groups of bicycle models or

bicycle parts in a tree structure.

A Product Details page must display information about a single product model. It

must contain the product name and description, a large picture, and a price range. If

the model is available in multiple sizes, multiple colors, or both, appropriate drop-

down lists must be provided. When the customer selects a size or color, the other list

is repopulated, and the price range narrows to the price of the specific product.

A Current Order page must display the products a customer has ordered and the

quantity of each product, and it must include unit and total prices. A customer must

be able to change quantities or remove items from this page. A Continue Shopping

button must take the customer back to the last instance of the Products page visited.

A Customer Sign-in page must allow registered customers to sign in with their e-mail

addresses and passwords. New customers must be able to register from this page.

(Resellers will not use this page.)

A Sign-in Information page must allow customers to input or change their e-mail

addresses, passwords, and other personal information.

An Address Maintenance page must allow customers to create, view, update, and

delete billing and shipping addresses in their profiles.

An Addresses Selection page must allow customers to select or remove billing and

shipping addresses for an order.

An Order Summary page must display an order, and it must include sales tax,

shipping cost, and the details of reseller discounts. The customer must be able to

change the quantities and remove items.

An Arrange Payment page must allow customers to use credit cards that are on file in

the database or to input new credit card information. Resellers must be able to select

payment types and input purchase order numbers.

An Order Confirmation page must display a summary of the submitted order, and it

must include an order date, a confirmation number, and order status.

An Order Status Lookup page must display a list of all orders entered by the signed-in

customer. The customer must be able to select one of the orders so that it can be

displayed in the Order Confirmation page.

An Available Jobs page must allow customers to submit their resumes.