Case background information:

Ugowego is a moving company locatedin Grand Island, Nebraska.That location is its corporate headquarters.It also has branch offices in Hastings, Norfolk, Chadron, and North Platte (all in the state of Nebraska).Approximately 55% of its moving jobs are from one location in Nebraska to another location within the state.Approximately 30% of its moves are from Nebraska to a state adjacent to Nebraska or vice versa.Almost 13% of its moves are to non-adjacent states in the United States or vice versa, and just over 2% are to (or from) locations in Canada or Mexico.

Ugowego has a fleet of large and medium-sized moving van trailers pulled by company owned semis (tractor-trailer rigs).It also has a fleet of medium duty straight trucks and lighter duty trucks, vans, and pickup trucks.A few of each category of vehicle are assigned specifically to one of the five (headquarters or one of the four branches) locations for use in day-moves or short-duration (overnight or three-day moves), but the rest of the vehicles in the company's fleet are generally on the road or "float" between the locations as demand for that size and type of vehicle warrants.One or more of these vehicles that are not assigned to a specific location could leave from one of the firm's locations on a move and end up at another of the locations when the move is over.Normal maintenance of the vehicles can be performed at any of the firm's sites, but major repairs are performed at a facility that is part of the company headquarters.

The Grand Island location, as you might expect, has more employees than the branch office locations.At Grand Island there are offices for the firm's owners/founders, the CEO, the other high ranking executives of the firm (VPs, Chief Financial Officer, Chief Operating Officer, etc.), and all of the corporate employees of the firm in the functional areas of Accounting, Finance, Marketing, Human Resources, Operations, and Fleet Maintenance.Taken collectively, these people make up 62 individuals working at the Grand Island location.The Grand Island location is also where additional employees work.Those additional employees include 24 truck drivers, 12 estimators, 48 loading/unloading crew members, 6 mechanics, and 2 information systems technicians.Each of the four branch locations has a branch operations manager, an office supervisor, two office staff workers, 12 truck drivers, 6 estimators, 24 loading/unloading crew members, 2 vehicle maintenance workers, and a half-time information technology support worker.The estimators go out to the site of a potential move and not only provide an estimate to the customer regarding what the move is going to cost, what items need special handling, etc., but also help the company determine what type of moving vehicles (and how many) will be needed for the move and how large of a loading/unloading crew will be required.

Over the history of the firm, from its founding until the current time, the firm has been very conservative on spending for information technology and has tended to lag behind its competitors in that regard.The firm's main focus has been on gaining and maintaining a reputation for timely, reliable, successful (safe) moves at a reasonable price.It has also focused on keeping its fleet up-to-date and well cared-for so that the firm's image is constantly presented to the public as modern, well-run, and efficient.Currently the firm only has the very basics when it comes to information technology.Each employee who works inside the company headquarters (not the drivers or others who work on-the-road or out-in-the-field) or who works in the office portion of a branch office has a 3 to 5 year-old desktop or tower computer that has Microsoft Word, Excel, PowerPoint, and Access on it as part of their Microsoft Office Suite.Each of those machines has a single 17-inch flat-panel LCD display that is about the same age as the computer.Each of those computers has Norton antivirus on it and uses the Mozilla Firefox browser.Each computer has its own dedicated (non-networked) small HP 120 laser printer that sits beside the computer and is connected to (and usable by only) that computer.Each of those computers at a location is connected to a 5 to 7 year-old Ethernet network that is hard-wired into each building.Each employee that has a computer also has a company e-mail account and can do basic e-mail and limited file attachment transmission.Some departments have set up their own departmental databases in Microsoft Access.Internet service is provided at each branch location at a speed of 5 GB through a single DSL connection from the local telephone company.At the headquarters location, their Internet is at 7 GB speeds and is provided through a connection from the local cable television firm.Each location still uses an analog telephone system that is part of a private branch exchange (PBX) switchboard system installed in the late 1990s.Each branch location has a standalone fax machine and a standalone photocopier.Neither are connected to the network.At headquarters, there are 12 standalone photocopiers of various sizes and brands scattered throughout the location.Headquarters also has 12 fax machines scattered among various offices at that location.The accounting and finance staff at headquarters have access to Quickbooks software and an add-on Quickbooksmodule for running small businesses.The estimators at each location are equipped with standard four function printing calculators.Most estimators provide their own cellular phone at their own expense.The trucks in the fleet are each equipped with a Citizen's Band radio with a reliable range of 3 to 5 miles for keeping track of road conditions ahead and communicating with other company trucks that may be travelingtogether on a move.Most truck drivers and loading/unloading crew members provide their own cellular telephones at their own expense, just in case an emergency would arise or in case they would have to contact a customer from on the road.Some of the firm's truck drivers have purchased their own laptop computers at their own expense so that they can keep their truck driving logs electronically.The firm still uses a lot of paper documents that have to be produced in the field and returned to a firm location or produced at a firm location and delivered to the field.In some cases, a duplicate copy of a form delivered to the field has to be signed and returned to the firm.The company recently put up a very basic website that is static and only provides a fixed set of company information to site visitors.No interactivity of any type with the customer is currently supported by the web site.

The founder of Ugowego is still active in the firm, but is past retirement age and so has started to think about leadership transition process for the future of the firm.As part of that process, a new executive-level position called Chief of Corporate Renewal (CCR) has been created and has been filled by one of the children of the founder.A recent practitioner journal article from a leading Moving Industry publication rated Ugowego in the top 25% of their competitors in all categories of moving firm assessment, except for the two categories of "innovation" and "use of information technologies".The firm was rated last among all firms in its industry in those two categories.This was very embarrassing for the firm.The founder and the rest of the executive team have directed the new CCR to develop a comprehensive plan for getting Ugowego up into the top 25% of the industry in those two categories by no later than 3 years from now.The new CCR, not knowing a lot about computing, information technology, digital communications, and similar topics has hired you as a consultant for a fee of $10,000 plus a bonus of $1,000 per successful initiative (up to a limit of 10 total major initiatives) to analyze the firm and its needs, then to make specific, well-justified recommendations on how the firm should use information technologies and related technologies to transform itself.The CCR has informed you that the firm is willing to spend up to $450,000 on technologies that benefit the organization as a whole, plus up to an additional $2000 per FTE (full-time equivalent) employee during the next three years, provided that those expenditures have a least a 5-year to 10-year useful life without additional capital outlay expenditures.The CCR has also informed you that the firm is willing to budget up to $100,000 per year for recurring annual costs related to your recommendations if necessary.

Question: Identifythe four most important stakeholder groups