Enterprise Applications4264.pptx

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1、Enterprise ApplicationsAchievingOperational Excellence&Customer IntimacyTasty BakingPre-wrapped single-portion treatsCupcakesSnack piesCookiesdonuts$170 million in sales in 2007Through 15,500 convenience stores&supermarketsMarket share&sales droppingProfitability at all-time lowTechnically challenge

2、d,inflexible manufacturingNo timely info forTracking manufacturing outputsWarehouse shipmentsChallengesShipments were missedExcess inventory had to be sold at a discountOperating costs roseSales info come from its network of sales distributionSolutionInstall enterprise system using SAPConsultants fr

3、om SAP&DeloitteMicrosoft SQL server databaseChanges in its business processes to take maximum advantages of SAP capabilitiesBenefitsReduced Inventory write-downs by 60%Price markdown by 40%Customer satisfaction has increasedLower return ratesHigher order fill rates9.1 Enterprise systems9.2 Supply ch

4、ain management systems9.3 Customer relationship management systems9.4 Enterprise applicationsNew opportunities&challenges9.1 Enterprise systemsEnterprise resources planning,ERPChapter 2A suite of integrated software modulesA common central databaseData are collected from allDivisions and departments

5、 in a firmKey business processMade data immediately available to all Divisions and departments in a firmKey business process鼎新 Workflow ERPSales repPlace an order for tire rimsThe system verifyCustomers credit limitSchedule the shipmentIdentify the best shipping routeIf inventory is insufficientThe

6、system schedules the manufacturingEnterprise softwareBuilt around thousands of predefined business processesBest practice 典範作業Most successful solutions or problem solving methodSources of best practicesConsulting firmsEnterprise software firmsHire a consulting firm or enterprise software firmObtain

7、the knowledge base of best practice=ImplementationSelect the functionsFinance&account,MapTheir business processesPredefined business processes of software supportedConfiguration tablesTailor software to business processesABC accounting,standard cost accountingIf software does not support the way the

8、 organization does businessRewrite softwareSoftware is complexExpensive customizationDegrade system performanceCompany changes the way they workMajor ERP vendorsSAPOracle鼎新電腦鼎新電腦Business value of enterprise systemsIncrease operation efficiencyProvide firm-wide informationMake better decisionEnforce

9、standard practices and dataEveryone does business the same wayEx:Coca-cola(SAP)Standardize business process in 200 countriesLeverage its world-wide buying powerRespond rapidly to customer requestsIntegrate dataorders,manufacturing,Evaluate overall organizational performanceAnalytical tools9.1 Enterp

10、rise systems9.2 Supply chain management systems9.3 Customer relationship management systems9.4 Enterprise applicationsNew opportunities&challengesSupply chainNetwork of organizations and business processesProcuring raw materialsTransforming materials intoComponentsFinish productsDistribute to custom

11、ersDesign,market,&sellShanksHeelsInformation&supply chain managementInefficiencies in the supply chainPart shortageUnderutilized plant capacityExcessive finished goods inventoryHigh transportation costCaused by inaccurate or untimely informationManufacturer has perfect informationExactly how many un

12、itsWhencustomers wantedMake Just-in-time strategy possibleUncertainty arise in supply chainsUncertain product demandLate shipments from suppliersDefective parts or raw materialsProduction process breakdownSolutionsBuild more inventoryOn product that manufacturer thinks customer needSafety stockInven

13、tory cost vs.low fill rate costBullwhip effect長鞭效應、啤酒遊戲(beer game)Information about the demand for a product Get distorted As it pass from one entity to the nextAcross the supply chainThese changes ripple throughout the supply chainMagnifyingCreating excess inventoryP&GPampers disposal diapersOffer

14、aggressive price promotionCustomer purchases are fairly stableOrder from distributors will spikeThe bullwhip is tamedBy reduce uncertaintyAccurate&up-to-date infoSupply chain management applicationsSupply chain planningGenerate demand forecastsDemand planningHow much product a business needs to make

15、 to satisfy all its customers demandDevelop sourcing and manufacturing plansHow much to manufacture in a given periodEstablish inventory levelDetermine where to store finished goodsExampleA large customer place a large order than usual orchange the order on short noticeCreate a widespread impactaddi

16、tional materialdifferent mix of raw materialsSupply chain planning softwaremakes the necessary adjustmentsshares the info about all changesSupply chain executionManage the flow of productsThru distribution centers and warehouseEnsure that products are delivered to the right locationsIn the most effi

17、cient mannerFunctionsTrack goodsManage material,warehouse,transportationFinancial informationMajor vendorsManugisticsi2SAPOracleGlobal SCM&the InternetBefore InternetDifficulties to make info flowInternal supply chainERPExternal supply chainIncompatible technology platformInternet TechnologyIntranet

18、ExtranetImprove coordination among supply chainBenefitsInstantly communicationUp-to-date infoExampleCustomer can tap into suppliers system台積電 虛擬工廠 TSMC/Virtue companyGlobal supply chain issuesAdditional costs of offshore manufacturingTransportationInventoryThe need for a larger buffer of safety stoc

19、kLocal taxesFees Foreign government regulationCultural differenceDemand-driven supply chainsFrom push to pull manufacturingEfficient customer response(ECR)Push-based modelBuild-to-stockBased on forecastProducts are pushed to customersPull-based modelDemand-driven modelBuild-to-orderOrders or purchas

20、es trigger eventsTransactions to produce and deliver only what customers have orderedWalmartContinuous replenishment systemDell computerBuild-to-orderInternet technologyChange supply chain information movementFrom sequentialTo concurrentInformation flow in many directions simultaneouslyMembers of su

21、pply chain can adjust to changes immediatelyBusiness value of SCM systemsStreamline processesMore accurate informationMatch supply to demandReduce inventory levelsImprove delivery serviceReduce cost優化、暢流9.1 Enterprise systems9.2 Supply chain management systems9.3 Customer relationship management sys

22、tems9.4 Enterprise applicationsNew opportunities&challengesInnovation-based competitiveness is short-livedEnduring competitive strength may be their relationship with customersInfo nurture strong,long-lasting relationshipExactly who your customers areHow to contact themWhether they are costly to ser

23、vice and sell toWhat kind of products or services they are interested inHow much they spend on your productsSmall-town storeSmall business ownersKnow their customersPersonalFace-to-faceLarge businessImpossible to“know your customers”Too many customersToo many ways to interact with customersover the

24、web,phone,fax,face-to-facedifficult to integrate info from all sourcesCustomer relationship managementCapture and integrate customer datafrom all over the organizationConsolidate dataAnalyze the dataDistribute the resultsto various systems and customer touch pointsTouch pointsContact pointsMethods o

25、f interaction with the customerPhoneEmailCustomer service deskConventional mailWeb siteWireless deviceRetail storeCRM softwareA single enterprise view of customersRegardless of touch pointAnalytical toolsCustomers lifetime valueLoyal customersMost profitable customersMost frequently asked questionsC

26、ustomers preferencesCRM softwareNiche toolsPersonalizing web sites for specific customersLarge-scale enterprise applicationsCapture many interactions with customersLink to other enterprise systemsSCMCRM softwarePartner relationship managementEnhance collaboration between a company and its selling pa

27、rtnersCompany does not sell directly to customersVia distributors and retailersDistribute LeadsData about customersIntegrateLead generation,pricing,promotions,availabilityCRM softwareEmployee relationship managementSetting objectivesEmployee performance managementPerformance-based compensationEmploy

28、ee trainingMajor CRM vendorsSiebel systemsClarifySSales force automationFocus sales efforts on the most profitable customersSales prospectProduct infoProduct configurationQuote generationForecastTerritory managementCustomer ServiceIncrease efficiency Call centersHelp desksCustomer support staffCapab

29、ilitiesAssign&manage customer service requestsRoute calls to the correct service personConsistent and accurate infoHandle more callsShorten the duration of callsWeb-based self serviceMarketingDirect-marketing campaignsCapture prospectProvide product&service infoQualify leadsScheduling&tracking mails

30、&emailsCross sellingMarketing of complementary productsCustomer loyalty management process mapOperational&Analytical CRMOperational CRMCustomer-facing applicationSales force automationCall centerCustomer service supportMarketing automationAnalytical CRMAnalyze customer dataData warehousingConsolidat

31、e data from operational CRMcustomer touch pointsOLAP,online analytical processingData miningOutputsIdentify buying patternCreate segmentsPinpoint profitable and unprofitable customersOutputsCustomer lifetime valueRevenue produced by a specific customerThe expense incurred in acquiring and servicing

32、that customerExpect life of the relationship between the company and the customer.Business values of CRMIncrease customer satisfactionReduced direct marketing costsLower cost for customer acquisition and retentionIncrease sale revenueMore effective marketing9.1 Enterprise systems9.2 Supply chain man

33、agement systems9.3 Customer relationship management systems9.4 Enterprise applicationsNew opportunities&challengesEnterprise systemsPowerful instruments forAchieving operational excellenceEnhancing decision makingPowerful in Changing the way the organization worksChallenging to implementChallenges o

34、f enterprise applicationsComplex softwareExpensive to purchase and implementSoftwareDatabase toolsConsulting feePersonnel cost,traininghardwareFundamental changes in the way the business operatesBest practicesEmployee must accept new job function&responsibilityNew set of work activitiesImplementatio

35、n create enormous operation problemsK-Mart,i2,did not work with promotion-driven business modelHersey,SAPShipment ran 2 weeks lateBest practice is not compatible with unique business processSwitching costOrganization-wide definition of data就源輸入Next generation enterprise softwareMore flexible,web-ena

36、bled,and capable of integration with other systemsIntegrated platformIntegrate multiple applicationFrom multiple businessDeliver seamless experienceCustomerEmployeeBusiness partnerOrder-to-cash serviceInteractive session(Minicase)TechnologyProcter&Gamble tries to optimize inventoryP.375OrganizationChase card serviceP.384