In Week 8 we learnt that an embedded computer is a special-purpose computer that functions as
a component in a larger product. There are many examples of embedded computers at airports, e.g.
at the ticket counter, in the cockpit of aircraft and in security systems. There are also examples of
robots (baggage handling) and other technology (security) being used to improve customer
experience and efficiency at airports. You are to write a report on the latest technologies used (or
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that could be used) at airports, relate the examples of new technology to Porter’s three generic
strategies for competitive advantage (i.e. cost leadership, differentiation, and focus).
Your Instructions
Part A:(100 words) Introduce the aims of the report.
Part B:(300 words) Provide examples of how airports are currently using new technologies.
Part C:(200 words) Relate your examples in Part B to Porter’s three generic strategies for
competitive advantage (i.e. cost leadership, differentiation, and focus). NOTE: Do not use Virgin
airlines as an example, as this has already been used on the internet.
Part D:(250 words) Research some of the issues and consequences in terms of cost and passenger
experience when technology malfunctions, e.g. If the airport had a power outage, what might be the
consequences for the Qantas ticket booking system? (Provide references to support your
examples). Would Qantas lose passengers or reputation?
Part E:(100 words) Make recommendations for smart airports of the future, e.g. growing produce
hydroponically and onsite, so that passengers can enjoy fresh food and airport shops don’t have to
transport food in from outside.
PART F:(50 words) Summarise your report.
PART G: References
Note that you are expected to cite at least five references (sources of information). See
the KBS Harvard referencing guide on the Portal, i.e.