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Advantage vs. Necessity

Learn how implementing enterprise systems such as CRM and ERP can provide competitive advantage, agility, and improved customer service for your business. Explore topics such as mass customization, knowledge management, and virtual company strategies.

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Advantage vs. Necessity

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  1. 0 Advantage vs. Necessity • Competitive Advantage – developing products, services, processes, or capabilities that give a company a superior business position relative to its competitors and other competitive forces • Competitive Necessity – products, services, processes, or capabilities that are necessary simply to compete and do business in an industry

  2. 0 Customer-Focused Business A business that: • can anticipate customers’ future needs. • responds to customer concerns. • provides top-quality customer service.

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  4. 0 Business Process Reengineering Definition: • Fundamental rethinking and radical redesign of business processes to achieve dramatic improvements in cost, quality, speed, and service.

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  6. 0 Agility • The ability of a company to prosper in rapidly changing market • continually fragmenting global markets • market demands high-quality, high performance, customer-configured products and services.

  7. 0 Agile Company Definition: • A company that can make a profit in markets with • broad product ranges • short model lifetimes • can produce orders individually and in arbitrary lot sizes.

  8. 0 Mass Customization Definition: • Providing individualized products while maintaining high volumes of production

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  10. 0 Value Chain Definition: • View of a firm as a series, chain, or network of basic activities that add value to its products and services, • and thus add a margin of value both to the firm and its customers.

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  12. 0 Enterprise Information Systems Definition: • Information systems implemented on an extranet among a company and its • suppliers, • customers, • subcontractors, and • competitors • with whom it has formed alliances.

  13. 0 Virtual Company Definition: • An organization that uses information technology to link people, organizations, assets, and ideas.

  14. 0 Virtual Company

  15. 0 Virtual Company Strategies • Share infrastructure and risk with alliance partners. • Reduce concept-to-cash time through sharing. • Increase facilities and market coverage. • Gain access to new markets and share market or customer loyalty. • Migrate from selling products to selling solutions.

  16. 0 Knowledge-Creating Companies Definition: • Consistently creating new business knowledge, disseminating it widely throughout the company, and quickly building the new knowledge into their products and services.

  17. Types of Knowledge • Explicit Knowledge – data, documents, things written down or stored on computers • Tacit Knowledge – the “how-to’s” of knowledge, which reside in workers

  18. Knowledge Management Definition: • Techniques, technologies, systems, and rewards for getting employees to share what they know and to make better use of accumulated workplace and enterprise knowledge. • Knowledge Management Systems – manage organizational learning and business know-how

  19. Levels of Knowledge Management

  20. Enterprise Systems • Integrate/”Bring together” the value chain in multiple Companies Mattel Toys Amazon.com GE Plastics

  21. Enterprise Systems • The Umbrella the covers a virtual company. ERP System monitors the integrated value-chains of all these connected firms A Small companycan have theinformation andpower of a largeconglomerate

  22. Customer Relationship Management (CRM) Definition: • enterprise system that integrates and automates many of the customer-serving processes in • sales, • marketing, and • customer services • that interact with a company’s customers

  23. CRM Application Clusters

  24. CRM to ERP • Firms themselves are customers of other firms. • Shared interests leads to... • Shared information • which leads to • Shared information systems

  25. Enterprise Resource Planning (ERP) Definition: • A cross-functional enterprise system driven by an integrated suite of software modules that supports the basic internal business processes of a company • Company may be virtual • Value chain may cross-over to multiple partner firms

  26. ERP Benefits • Quality and Efficiency – ERP creates a framework for integrating and improving a company’s internal business processes that results in significant improvements in the quality and efficiency of customer service, production, and distribution • Decreased Costs – Significant reductions in transaction processing costs and hardware, software, and IT support staff

  27. ERP Benefits • Decision Support – Provides vital cross-functional information on business performance quickly to managers to significantly improve their ability to make better decisions in a timely manner • Enterprise Agility – ERP breaks down many former departmental and functional walls of business processes, information systems, and information resources

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