Strategic Initiatives for Implementing Competitive Advantages.
STRATEGIC INITIATIVES
- Organizations can undertake high-profile strategic initiatives including :-
- supply chain management (SCM)
- customer relationship management (CRM)
- business process reegineering (BPR)
- enterprise resource planning (ERP)
Supply Chain Management
1. Supply Chain Strategy - strategy for managing all resources to meet customer demand.
2. Supply Chain Partner - partners throughout the supply chain that deliver finished products, raw materials,
and services.
3. Supply Chain Operation - schedule for production activities.
4. Supply Chain Logistics - product delivery process.
Supply Chain Management
Effective and efficient SCM systems can enable an organization to :
- Decrease the power of its buyers
- Increase its own supplier power
- Increase switching costs to reduce the threat of substitute products or services
- Increase efficiencies while seeking a competitive advantage through cost leadership
CUSTOMER RELATIONSHIP MANAGEMENT
- CRM is not just technology, but a strategy, process, and business goal that an organization must embrace on an enterprise wide level
- CRM can enable an organization to :
- Identify types of customers
- Design individual customer marketing campaigns
- Treat each customer as an individual
- Understand customer buying behaviors
Business Process Reengineering
- Business process - a standardized set of activities that accomplish a specific task, such as processing a customer's order
- Business process reengineering (BPR) - the analysis and redesign of workflow within and between enterprise
Finding Opportunity Using BPR
Enterprise Resources Planning
- Enterprise resource planning (ERP) - integrates all departments and functions throughout an organization into a single IT system so that employees can make decisions by viewing enterprise wide information on all business operations
- keyword in ERP is ''enterprise''
OPENING CASE STUDY QUESTIONS
Apple - Merging Technology, Business, and Entertainment
1. Evaluate how apple can gain business intelligence through the implementation of a customers relationship management system
2. Create an argument against the following statement: ''Apple should not invest any resources to build a supply chain management system
3. why would a company like Apple invest in BPR?
CHAPTER THREE CASE
Consolidating Touchpoints for Saab
- Saab consolidating customer view among its three primary channels
- Dealer network
- Customer assistance center
- Lead management center
THE END CHAPTER 3
THE END CHAPTER 3
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