Reference no: EM133615047

Five years ago, Mr Tan and a few friends set up TrendyCafe which offers food services such as coffee, bread and tea. Over the years, TrendyCafe business grows and to date, the management has setup more than 30 outlets distributed across Singapore. There are other competitors in the Food & Beverage industry such as Ya Kun and Toastbox. While business has been fine thus far, TrendyCafe management finds that it is increasingly difficult to sustain a competitive advantage. Given the call by government to digitise one's business, TrendyCafe management decides to heed the call and believes that doing so will enable them to achieve competitiveness. Currently, TrendyCafe has its own website, and its customers can purchase food and beverages online (for example via Grab, Food Panda). Its customers can leave their reviews on the website and the various food platforms. As part of the digitisation effort to transform its business processes, the TrendyCafe management decides to capitalise more heavily on ITs, especially emerging ITs (for example, business analytics, robots, and artificial intelligence). It also plans to embark on customer management software projects. To encourage its IT employees to examine how emerging ITs can be applied to the company, the management