INTERNET VALUE CHAIN

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17 Φεβ 2014 (πριν από 3 χρόνια και 5 μήνες)

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not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.

CHAPTER

2

THE

INTERNET VALUE CHAIN


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sit
e, in whole or in part.

Improve Planning, Delivery, Customer Service



Herman Miller
eStore

BUILDING A VALUE CHAIN

@ HERMAN MILLER


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e, in whole or in part.

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e, in whole or in part.

LEAN AND GREEN


Herman Miller Performance System


Based on Toyota Lean Manufacturing System


More Inventory Turns, Reduction in Assets


Greening of Supply Chain Ongoing Process


Corporate Vision Statement Sets Goals

3

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e, in whole or in part.

PRODUCTS DESIGNED FOR THE
ENVIRONMENT

4

Only 4%

Non
-
Recyclable

Parts

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e, in whole or in part.

FROM CHANNEL OF DISTRIBUTION

TO VALUE CHAIN

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e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
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e, in whole or in part.

CORE MARKETING PROCESSES


SUPPLY CHAIN MANAGEMENT


Product Development And Management


Customer Relationship Management

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e, in whole or in part.

VALUE
-
CREATING ACTIVITIES

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e, in whole or in part.

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e, in whole or in part.

OUTCOMES
-
DRIVEN SUPPLY CHAINS


Cost: Minimize While Ensuring Customer Service


Responsiveness: To Changes in Demand


Security: Protect Against External Threats


Sustainability: Minimize Environmental Impact


Resilience: Identify, React Quickly


Risks,
Disruptions


Innovation: New Products and Distribution
Methods to Meet Customer Needs

8

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e, in whole or in part.

SUPPLY CHAIN VISUALIZATION

9

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e, in whole or in part.

MANAGING THE SUPPLY CHAIN

10

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e, in whole or in part.

11




Zara = Fast Fashion



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e, in whole or in part.

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e, in whole or in part.

REDUCING SUPPLY CHAIN COSTS


Information Search Costs


Transaction Costs


Fragmentation of Customer Markets


Standardized Products

12

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e, in whole or in part.

DELL’S DIRECT MODEL IS LEAN

13

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e, in whole or in part.

CUSTOMERS PART OF DELL PROCESS

14

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e, in whole or in part.

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e, in whole or in part.


Manage Supply Chain as Single Organization


Close Customer Relationships


Customer Segments


Customer Experience and Relationships


Cost Control Creates Customer Value


Speed and Agility


Extensive Metrics in Real Time


Targeting Global Growth


Above All, Listen to Customers in Many Channels



HOW DOES DELL DO IT?

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e, in whole or in part.

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e, in whole or in part.

BENEFITS INTEGRATED VALUE CHAIN


Customer Centric


Include both Demand Chain, Supply Chain


Compete as Extended Enterprise


Add Value for Customer


Information, Customer Service & Support


Specialized Value Propositions for
Customers, Segments


16

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e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
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e, in whole or in part.

SERVICE
-
CENTERED PARADIGM


Goods Distribution Mechanisms for Service


All Economies Are Services Economies


Customer Always a
Cocreator

of Value


Enterprise Can Only Make Value Propositions


Service
-
Centered View Is Customer Oriented
and Relational

17

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sit
e, in whole or in part.

18

Do You Agree That All Products,

Tangible or Intangible,

Are Services In Eyes of Customers?

Yes

No

Don’t Know

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e, in whole or in part.

SERVICE, SPEED & GREEN

19

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e, in whole or in part.

VIRTUAL VALUE CHAIN

VISIBILITY, MIRRORING, CUSTOMER VALUE

20

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e, in whole or in part.

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e, in whole or in part.


Electronic Data Interchange (EDI)


Enterprise Resource Planning (ERP)


Web Services


INTEGRATING BUSINESS PROCESSES

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e, in whole or in part.

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e, in whole or in part.

EDI


PAPERLESS TRANSACTION PROCESSING


Order Entry Generates Electronic PO


Order Electronically Transmitted to Seller


Order Moves into Seller’s Electronic
System


Electronic Acknowledgment Sent


System Generates Instructions to Ship
from Warehouse


Electronic Invoice Sent to Purchaser


Payment Made by Secure EFT


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e, in whole or in part.

EDI is ‘OLD TECHNOLOGY’


Pre
-
dates Internet


Requires Proprietary Systems and
Value
-
Added Networks


Expensive, Difficult To Use


Internet Has Made Somewhat Easier,
Less Expensive To Use

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e, in whole or in part.

ERP
-

INTEGRATING INTERNAL SYSTEMS


Internal Business Process Integration
Necessary To External Systems Like EDI


Automation and Integration Of All Internal
Systems


Order
Processing, Production
Planning & Scheduling, Inventory
Control, Distribution, Customer
Relationship Management

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e, in whole or in part.

REASONS FOR ERP


Integrate Financial Data into Single Database


Customer Order Data Moves Electronically/
Seamlessly Through System


Standardize and Speed Up Manufacturing


Reduce Inventory Levels


Standardize and Make Accessible Human
Resources Information

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e, in whole or in part.

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e, in whole or in part.

WEB SERVICES
-

SOFTWARE AS A SERVICE


eBay


Can Implement Affiliate Relationship, Build
Storefront Without Purchasing Software


Other Examples of Using Online Software


Doing Income Tax Online


Using Small Business Accounting Package Online


Using CRM (or other) Software on Vendor’s Site


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sit
e, in whole or in part.

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sit
e, in whole or in part.

WEB SERVICES OFFERED ‘IN THE CLOUD’


In Addition to eBay, Others Offer Apps
in the Cloud


Amazon Has Many Web Services Products


Salesforce.com CRM and Other Products


Cisco Offers Data Management and Other


IBM Offers Cloud Development

o
Public and Private



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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

ACCORDING TO ONE EXPERT


“We don’t compete as individual
businesses any more; we compete as
supply chains.


The winners aren’t necessarily the
companies that have the best
products and services, but the ones
that have the most efficient supply
chains.”

28

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sit
e, in whole or in part.

THE RFID FUTURE

29

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e, in whole or in part.

Cow With RFID Chip

RFID IN MANY INDUSTRIES

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.


Velocity (speed)


Visibility (transparency)


Variability (choice)


Volume (scale)

BENEFITS OF

BUSINESS PROCESS TRANSFORMATION

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

SUMMARY


Customers > Performance, Reliability, Speed, Convenience


Want All of These, But Not Necessarily in that Order


Outcome
-
Driven Integrated Value Chains Provide


Lower Cost, Responsiveness, Security, Sustainability,
Security, Innovation to Meet Customer Needs


Supply Chain Management
-
Core Marketing Process


Multiple Activities in Managing Supply Chain


Services Centered Paradigm


All Products > Services


Process Integration


EDI, ERP, Web Services (In Cloud)


RFID


Old Technology, Multiple New Applications


Supply Chain Excellence > Key Competitive Advantage



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