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TeamProjectGuidelines1.docx
Team Project Guidelines
Team Project Scenario
Sonoma Wine Country Week (SWCW)
Note that this scenario is fictional. Although the names of the players in this business ecosystem are real, their roles and responsibilities are hypothetical in the orchestration of the Sonoma Wine Country Week (SWCW) scenario, as an extension of the existing “Sonoma Wine Country Weekend” http://sonomawinecountryweekend.com/
business model. This Use Case is in the context of Creating Business Agility: Selling Sonoma County Wine Country 2.0 --- The Road to Super Bowl 50.
In this scenario, Sonoma County Tourism (SCT) has developed a strategy in collaboration with San Francisco Travel Association (SF Travel) for staging a global food and wine educational experience to grow the economic impact in the region. This will be initiated in conjunction with the promotion of Sonoma County wines as the “Official Wines of Super Bowl 50” by the San Francisco Bay Area Super Bowl 50 Host Committee. This will result in creating a new business ecosystem as a “Mega Wine Country” that unites winemakers throughout the Bay Area from Mendocino to Monterey.
This strategy features a promotional event centered in Sonoma to attract leading sommeliers and wine lovers from around the world to a weeklong festival to learn about the wines of the region and its winemaking, as well as sample its wines with gourmet cuisine. This event is being conducted as a virtual enterprise that is part of a regional wine industry initiative coordinated by SF Travel under the leadership of SCT and their event stakeholders, who are represented by Halleck Vineyard as the wine industry consortium leader, as well as by the hospitality collaborative led by Fairmont Sonoma Mission Inn & Spa which serves as the SWCW meeting event headquarters and banquet host venue. SWCW travel logistics and VIP tours will be managed by Authentic Wine Country. The official air transportation provider for SWCW is Alaska Airlines and its global flying partners.
These key digital businesses in the San Francisco Bay area travel, tourism, and hospitality business ecosystem need to form a team to operate as a virtual enterprise in order to develop their separate Enterprise Operations/Information Technology Systems (EO/ITS) plans for implementation of a Collaborative Marketing Campaign Management System that will enable effective and efficient collaboration for their diverse destination and event marketing operations, as well as specifically for SWCW. They will use their systems for creation of an integrated set of internal/external marketing processes that maximize economic impact and visitor experience for the SWCW business ecosystem
by using collaborative marketing strategies for their to-destination and in-destination advertising campaigns.
The SWCW Virtual Enterprise Team consists of the following organizational entities:
San Francisco Travel Association – http://www.sanfrancisco.travel
Please note that these are real entities and there is no official connection between this course project and these organizations.
All event stakeholders as the SWCW Virtual Enterprise Team must each develop their separate digital marketing process plans, based on selecting Cloud Computing software applications to use a Smart Ecosystem Hub to enable collaborative processes for executing a Business Agility Strategy. “Business Agility”, when created in a culture of innovation via collaboration is the core competency for anticipating challenges and opportunities before they occur, produces a sustainable competitive advantage.
The focus of these plans is on Digital Business Transformation (DBT) using a strategy for Business Agility Readiness (BAR) in terms of the five major trends transforming the business value of IT --- the Force 5 Tornado. Strategic alignment of the CMO-CIO
partnership is a Critical Success Factor for BAR. These plans must be documented to a sufficient level of detail to assure virtual enterprise integration of the Whole Product in order to manage the SWCW Marketing Campaign via Center of Excellence (CoE) best practices. They need to describe how BAR is achieved by utilizing data-driven platforms enabling reengineered decision-making processes, which leverage digital relationships with a social business model to drive innovation and collaboration.
This Decision Process Reengineering (DPR) is performed in the context of the customer-centric business processes that are aligned with the business strategy. Alignment is produced by using a Customer Journey map to drive both internal and external collaborative business processes. The DPR methodology uses a Smart Ecosystem Hub to facilitate a network of internal PLEs that act as a shared data workspace which can be interconnected with external PLEs belonging to the trading partners working in their Virtual Enterprise.
The integrated systems must include a complete suite of business analytics collaboration tools and Customer Experience Management applications to support the digital business process management of the virtual enterprise digital marketing project lifecycle. Strategic alignment may be expressed in terms of a BAR Roadmap for System of Engagement implementation. The Roadmap is a framework for a customer experience management solution that integrates digital business strategy with virtual enterprise operational execution via a CoE for BAR.
workspace which can be interconnected with external PLEs belonging to the trading partners working in their Virtual Enterprise.
The integrated systems must include a complete suite of business analytics collaboration tools and Customer Experience Management applications to support the digital business process management of the virtual enterprise digital marketing project lifecycle. Strategic alignment may be expressed in terms of a BAR Roadmap for System of Engagement implementation. The Roadmap is a framework for a customer experience management solution that integrates digital business strategy with virtual enterprise operational execution via a CoE for BAR.
