The information systems are used to achieve competitive edge over rival companies. Identify the ways HauteLook, Starbucks and ShopItToMe can get competitive advantage over competitors by utilizing information system. Explain your answer with examples.

The use of the information technology helps the organizations to compete with other rival industries as well. Different organizations and companies use information technology to compete in the global market with the rival companies.

Starbucks has invested in the technologies of the supply chain, as the Starbucks has used the technology it has profited it to control the costs of the product so that it can stay in the global market competition at a high level. The management of the star buck has planned to do the short-term investments in the advance technologies as to reduce the ate that is produced and also to limit the inefficiency that has occurred in the past few years in their supply chain. An example of the Starbucks utilization of the information technology is that Starbucks has adopted the automated information system that is combined with another system called the centralized logistics planning network.

This network combining with the automated information system allows the Starbucks to get the real time information about the demand of each of the stores and about the inventory levels and the up to date information about them. It also looks over the storage capacities and the trucking schedules of the delivery of the coffee and the other items. With al these things and all this visibility at each and every stage at a small scale the Starbucks company can adapt as well as create the distribution and the production schedules to cope up with the demands of the consumer and to match with them. 

The other technological advancements and the systems used by the Starbucks company is the use of the distribution system and consumers are aware from this system. This distribution system includes the My Starbucks Reward Program, The Pay System and the Mobile Order system. These systems are utilized to define the operation driven initiatives an the market initiatives, data can be collected with these systems at a regional level and we can identify the demands of the customers and how this demand is fluctuating with the time and the changing taste and the behaviors of the customers and why are the demands changing and fluctuating with time is another factor to be seen. By using all these systems, the Starbucks company become more responsive towards the customers and their needs and this helps the company to compete in the global market with its rival. By using this technology, Starbucks analyzes the general trends in the global market and the requirements and the needs of the customers as well as the Starbucks company takes care of each and every detail so that the company do no miss out any update or detail and can provide the services according to the requirement of the customers. In the year 2015, Howard Schultz discussed different aspects of the company and describes that the customer facing and the partner facing the real and the mobile experiences, helps us to improve our efficiency in the execution of the stores, it has also increased our profitability and moreover it has also enabled us to lead in the market over our rivals and the competitors and all these things gave our customers a delightful experience. Due to al these customer services and the increased demand of the customers encouraged us to continue with our innovative products so that we can compete in the market.

HauteLook has also used the information system to compete in the market with its rivals. Haute Look has developed a website to sell its product worldwide. When you visit the HauteLook website, the HauteLook collect certain information’s from you such as the name, address, phone numbers and the email address information. Next, the HauteLook collect the purchase information as well from the website like, the items purchased by the consumers, the custom-made items altered by the customers, the contact information and the shipping and the billing addresses as well. The demographic information about the person is also collected by the HauteLook.

After the collecting information, the information is utilized by the HauteLook for other purposes to compete in the global market. The HauteLook has utilized the information in several ways to:

·         To give you details about the products and the services, HauteLook so launching or providing you in the current time.

·         HauteLook uses the information for the marketing and for the advertisement purposes. It will send out some advertising communications as well as the marketing communications, make the pre screen offers and also check the creditworthiness of the customers.

·         It uses the information to respond you on time and to respond you according to your requirements.

·         It uses the data for the personalization, to know the preferences of the customers and their interests, to track the interests and the activities that you might be interested while using our application, to customized services and the products as well that we have share it with our customers, moreover to make your experience good when you use the mobile application of the HauteLook.

·         They use the information for their business purposes as well. To define the satisfaction of the consumers and to see they are using our products with satisfaction and are happy with our customer services.

·         To use the information for the safety purposes. To defend the organization and our customers and the theirs parties from the illegal action s and the procedures that is taken on the website. When we have the information of all our customers, we will be able to now about some unknown activity if a person is intruding in our website.

So, this s the way HauteLook uses the information system to cope up with the current situations, to meet the needs of the people and to compete in the market against its rivals.

In the same way, ShopItToMe uses the website to keep the track of the cutomers and their changing behaviors and the choices of the customers and the general trend in the global market. All these things help to cope up with the situations and o compete in the market with the rivalries. To keep a track of the rivalries and their customers, information system is beneficial as it provides the information from the external environment as well.