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Competing with Information Technology

Chapter 2. Competing with Information Technology. Tujuan. Mengidentifikasi strategi kompetitif dasar dan menjelaskan bagaimana bisnis dapatmenggunakan IT untuk menghadapi kekuatan kompetitif yang dihadapinya.

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Competing with Information Technology

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  1. Chapter 2 Competing with Information Technology

  2. Tujuan • Mengidentifikasi strategi kompetitif dasar dan menjelaskan bagaimana bisnis dapatmenggunakan IT untuk menghadapi kekuatan kompetitif yang dihadapinya. • Mengidentifikasi menggunakan beberapa strategi TI dan memberikan contoh bagaimana mereka memberikan keunggulan kompetitif untuk bisnis. • Memberikan contoh bagaimana rekayasa ulang proses bisnis sering melibatkan penggunaan strategi TI. Konsep Sistem Informasi

  3. Tujuan (cont’d) • Mengidentifikasi nilai bisnis menggunakan teknologi internet untuk menjadi pesaing tangkas atau membentuk perusahaan virtual. • Menjelaskan bagaimana pengetahuan sistem manajemen dapat membantu sebuah bisnis mendapatkan keuntungan strategis. Konsep Sistem Informasi

  4. Case 1:FedEx Corporation: Investasi TI untukKeunggulanKompetitif • FedEx danperusahaan lain banyak yang tahubahwamanajemen yang tepatdanpenggunaanteknologiinformasidapatmemberikankeunggulankompetitif. • TI merekatelahmenghubungkan 39 hub di seluruhduniadengan 677 pesawatterbang,lebihdari 90.000 kendaraan, danlebihdari 200.000 karyawanmengirimkan 6 jutapaket per hari di 220 negara. • FedEx menghabiskanlebihdari$1 milyarpada TI setiaptahun. • FedEx lebihmemfokuskanpadapendapatan, teknologikepuasanpelanggandaripadateknologioperasional. • FedEx cenderungsebagaiinnovator daripadapengikutpadaaplikasi TI. Konsep Sistem Informasi

  5. Pertanyaan: • Bagaimana strategi investasi TI dan fokus FedEx dan pesaing utamanya UPS berdeda? Perusahaan mana yang mempunyai strategi yang lebih baik? Mengapa? • Apakah strategi TI FedEx’s “move, communicate, and shoot” bagus untuk kompetisi persaingan dengan UPS? Mengapa? Apakah hal tersebut merupakan contoh yang bagus dari strategi kompetisi untuk tipe perusahaan yang lain? Konsep Sistem Informasi

  6. Pertanyaan: • Carter CIO FedEx mengataan bahwa perusahaannya saat ini sedang dalam business of engineering time. Apakah hal tersebut gambaran yang business yang bagus untuk FedEx? Mengapa? Seberapa penting TI untuk pengertian bisnis dari FedEx? Gunakan contoh kasus untuk menggambarkan jawaban Anda. Konsep Sistem Informasi

  7. Real World Internet Activity • Gunakan Internet untuk membandingkan status FedEx, UPS, dan DHL dalam hal pendapatan, profitabilitas, paket dikirimkan, dan ukuran lain kesuksesan bisnis. Siapa yang memenangkan pertempuran kompetitif? Mengapa? • Simak apa yang pe-bisnis komentator dan analis keuangan melaporkan di Web untuk membantuAnda menjawab. Konsep Sistem Informasi

  8. Real World Group Activity • Gunakan Internet untuk menemukan lebih lanjut tentang bagaimana FedEx terlibat dalam pertempuran perang melawan teror, berdasarkan apa yang dilaporkan dalam kasus ini. • Misalnya, FedEx telah membuat beberapa pengungkapan kontroversial dari informasi pelanggan untuk badan-badan intelijen. • Diskusikan tanggung jawab perusahaan FedEx untuk membantu dalam perang melawan teror sekaligus melindungi privasi pelanggan, serta masalah lain yang ditemukan dalampenelitian Anda. Konsep Sistem Informasi

  9. Strategic IT • Teknologi tidak lagi ketinggalan jaman dalam pembentukan strategi bisnis, tetapi sebegai pemicu dan pengendali. • IT dapat merubah cara bersaing dalam bisnis. • Strategi systeminformation adalah • Any kind of information system • That uses IT to help an organization • Gain a competitive advantage • Reduce a competitive disadvantage • Or meet other strategic enterprise objectives Konsep Sistem Informasi

  10. Competitive Forces and Strategies Konsep Sistem Informasi

  11. Competitive Forces • Jika bisnis yang ingin berhasil harus mengembangkan strategi untuk melawan kekuatan-kekuatan : • Persaingan dari pesaing dalam industri • Ancaman pendatang baru ke dalam industri dan pasarnya • Ancaman yang ditimbulkan oleh produk pengganti yang mungkin merebut pangsa pasar • Kekuatan customer • Kekuatan suppliers Konsep Sistem Informasi

  12. Five Competitive Strategies • Cost Leadership • Become low-cost producers • Help suppliers or customers reduce costs • Increase cost to competitors • Example, Priceline uses online seller bidding so buyer sets the price • Differentiation Strategy • Develop ways to differentiate a firm’s products from its competitors • Can focus on particular segment or niche of market • Example, Moen uses online customer design Konsep Sistem Informasi

  13. Competitive Strategies (cont.) • Innovation Strategy • Find new ways of doing business • Unique products or services • Or unique markets • Radical changes to business processes to alter the fundamental structure of an industry • Example, Amazon uses online full-service customer systems • Growth Strategy • Expand company’s capacity to produce • Expand into global markets • Diversify into new products or services • Example, Wal-Mart uses merchandise ordering by global satellite tracking Konsep Sistem Informasi

  14. Competitive strategies (cont.) • Alliance Strategy • Establish linkages and alliances with • Customers, suppliers, competitors, consultants and other companies • Includes mergers, acquisitions, joint ventures, virtual companies • Example, Wal-Mart uses automatic inventory replenishment by supplier Konsep Sistem Informasi

  15. Using these strategies • The strategies are not mutually exclusive • Organizations use one, some or all Konsep Sistem Informasi

  16. Using IT for these strategies Konsep Sistem Informasi

  17. Other competitive strategies • Lock in customers and suppliers • And lock out competitors • Deter them from switching to competitors • Build in switching costs • Make customers and suppliers dependent on the use of innovative IS • Barriers to entry • Discourage or delay other companies from entering market • Increase the technology or investment needed to enter Konsep Sistem Informasi

  18. Other competitive strategies (cont.) • Include IT components in products • Makes substituting competing products more difficult • Leverage investment in IT • Develop new products or services not possible without IT Konsep Sistem Informasi

  19. Customer-focused business • What is the business value in being customer-focused? • Keep customers loyal • Anticipate their future needs • Respond to customer concerns • Provide top-quality customer service • Focus on customer value • Quality not price has become primary determinant of value Konsep Sistem Informasi

  20. How can we provide customer value? • Track individual preferences • Keep up with market trends • Supply products, services and information anytime, anywhere • Provide customer services tailored to individual needs • Use Customer Relationship Management (CRM) systems to focus on customer Konsep Sistem Informasi

  21. Building customer value using the Internet Konsep Sistem Informasi

  22. Value Chain • View the firm as a chain of basic activities that add value to its products and services • Activities are either • Primary processes directly related to manufacturing or delivering products • Support processes help support the day-to-day running of the firm and indirectly contribute to products or services • Use the value chain to highlight where competitive strategies can best be applied to add the most value Konsep Sistem Informasi

  23. Using IS in the value chain Konsep Sistem Informasi

  24. Case 2:GE Energy and GE Healthcare: Using IT to Create Strategic Customer Relationships • Networking and data storage & analysis technologies enable companies like GE to gain a competitive advantage by providing unique products and services to their customers. • This strategic investment in IT has a dramatic effect on the profitability of GE’s services. • The strategic business partnership results in a longer-term relationship than traditional methods. Konsep Sistem Informasi

  25. Case Study Questions • What are the business benefits of using information technology to build strategic customer relationships for GE Energy and GE Healthcare? What are the business benefits for their customers? • What strategic uses of information technology discussed in this chapter and summarized in Figures 2.3 and 2.5 do you see implemented in this case? Explain the reasons for your choices. Konsep Sistem Informasi

  26. Case Study Questions • How could other companies benefit from the use of IT to build strategic customer relationships? Provide or propose several examples of such uses. Explain how each benefits the business and its customers. Konsep Sistem Informasi

  27. Real World Internet Activity • Use the Internet to discover if GE Energy and GE Healthcare are expanding or strengthening their uses of IT to build strategic customer relationships. What benefits are they gaining for themselves and claiming for their customers? • Use the Internet to discover other companies whose products are networked, monitored, diagnosed, and managed at customers’ sites like the GE companies in this case. Alternatively, choose other companies you can research on the Internet and propose several ways they could implement and benefit from similar uses of information technology. Konsep Sistem Informasi

  28. Real World Group Activity • What business control and security concerns might a business customer have with the extent of its dependency on GE for the use and maintenance of assets that are vital to the operation of the business? • Discuss the rationale for these concerns and what measures both the business and GE could take to reduce any security threats and improve a customer’s secure control of the business assets it obtains from GE. Konsep Sistem Informasi

  29. Business Process Reengineering • Called BPR or Reengineering • Fundamental rethinking and radical redesign • Of business processes • To achieve improvements in cost, quality, speed and service • Potential payback high • Risk of failure is also high Konsep Sistem Informasi

  30. How BPR differs from business improvement Konsep Sistem Informasi

  31. A cross-functional process Konsep Sistem Informasi

  32. Reengineering order management Konsep Sistem Informasi

  33. Agility • Agility is the ability of a company to prosper • In a rapidly changing, continually fragmenting • Global market for high-quality, high-performance, customer-configured products and services • An agile company can make a profit with • Broad product ranges • Short model lifetimes • Mass customization • Individual products in large volumes Konsep Sistem Informasi

  34. Four strategies for agility An agile company: • Provides products as solutions to their customers’ individual problems • Cooperates with customers, suppliers and competitors to bring products to market as quickly and cost-effectively as possible • Organizes so that it thrives on change and uncertainty • Leverages the impact of its people and the knowledge they possess Konsep Sistem Informasi

  35. How IT helps a company be agile Konsep Sistem Informasi

  36. Virtual Company • A virtual companyuses IT to link • People, • Organizations, • Assets, • And ideas • Creates interenterprise information systems • to link customers, suppliers, subcontractors and competitors Konsep Sistem Informasi

  37. A virtual company Konsep Sistem Informasi

  38. Strategies of virtual companies Konsep Sistem Informasi

  39. Knowledge Creation • Knowledge-creating company or learning organization • Consistently creates new business knowledge • Disseminates it throughout the company • And builds in the new knowledge into its products and services Konsep Sistem Informasi

  40. Two kinds of knowledge • Explicit knowledge • Data, documents and things written down or stored on computers • Tacit knowledge • The “how-to” knowledge which reside in workers’ minds • A knowledge-creating company makes such tacit knowledge available to others Konsep Sistem Informasi

  41. Knowledge issues • What is the problem with organizational knowledge being tacit? • Why are incentives to share this knowledge needed? Konsep Sistem Informasi

  42. Knowledge management techniques Konsep Sistem Informasi Source: Adapted from Marc Rosenberg, e-Learning: Strategies for Delivering Knowledge in the Digital Age (New York: McGraw-Hill, 2001), p.70.

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