Outrigger will need to define a strategy for it that makes the ERP system more of an asset than a liability. 3. What should be, in your opinion, the role of the IS function at Outrigger Hotels and Resorts?

The IS function at Outrigger should be the catalyst of all strategic activity, with special emphasis on gaining greater customer insight using the E.piphany datamart integrated with the Stellex transactional database and reservation systems to provide great visibility into customer activity. There would be significantly greater level of room usage optimization and the streamlining of processes to drive up ADRs as well across the entire chain. In the context of the case study, the IS function is only delivering a fraction of what it is capable of.

4. Can you articulate the IS vision for the firm?

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Given your analysis so far, how well positioned is Outrigger Hotels and Resorts to achieve its IS vision following the path laid out by the guidelines (refer back to SWOT analysis)
It is marginally to that point, yet has much more work to do. The lack of focus on customer-driven metrics of performance is a weakness in the company right now. The investment in the OTA XML industry standard however is promising and shows potential for growth. The OTA XML is critical to the profitable growth of trading exchanges and hospitality trading hubs for the long-term (Jackson, 20, 21).

6. Based on your proposed IS plan for Outrigger Hotels and