Upload
others
View
12
Download
0
Embed Size (px)
Citation preview
03/17/2003 EBUS/400 #1 -- Brian Smithson 1
EBUS/400
E-BusinessSession #1University of PhoenixSan Jose Learning Center, Room 11203/17/2003Brian Smithson
03/17/2003 EBUS/400 #1 -- Brian Smithson 2
AgendaPersonal introductionsCourse introductionDiscuss syllabusLearning Team setupSession contentReview and preparation for #2
03/17/2003 EBUS/400 #1 -- Brian Smithson 3
Facilitator introductionBrian Smithson – [email protected] years industry experience10+ years Internet experienceEngineering undergrad, Oregon Institute of Technology, 1978MBA, Golden Gate University, 1993Engineering, project, and product managementSee syllabus and faculty web page for details
03/17/2003 EBUS/400 #1 -- Brian Smithson 4
Student introductionsYour name? _____Where do (did) you work? _____What do (did) you do? _____Your experience using e-Businessas either a business or a consumer? _____Your experience being part of an e-Businessprovider? _____Your goals for and expectations ofthis course? _____
03/17/2003 EBUS/400 #1 -- Brian Smithson 5
Course IntroductionOverview and StrategyIT Infrastructure and Supply ChainMarketingLegal, Ethical, and Regulatory IssuesTrends
03/17/2003 EBUS/400 #1 -- Brian Smithson 6
SyllabusContact informationCourse follows the UnimoduleAssignment standardsLearning TeamsClassroom issuesGrades, attendance, etc.Questions?
03/17/2003 EBUS/400 #1 -- Brian Smithson 7
Learning Team setupExisting Teams?Learning Team Charters due week #2Learning Team Logs due each week (one copy)Learning Team Projects n Specified on last page of Unimodulen Written assignments due each weekn Presentation due week #5
03/17/2003 EBUS/400 #1 -- Brian Smithson 8
Session #1 contenteBusiness OverviewComponentsStrategyIntegrating questions
03/17/2003 EBUS/400 #1 -- Brian Smithson 9
eBusiness OverviewClass discussion:n What is eCommerce?n What is eBusiness?n How do the relate to each other?
03/17/2003 EBUS/400 #1 -- Brian Smithson 10
eBusiness vs. eCommerceeCommerce is a subset of eBusinesseCommerce typically represents financial transactions (banking, selling, buying, exchanges, etc.)eBusiness typically represents a wide range of transactions and interactions, including eCommerce transactionsBoth are accomplished electronically with little human interaction required
03/17/2003 EBUS/400 #1 -- Brian Smithson 11
Elements of eBusinesseCommerce (EC)
+ Business Intelligence (BI)+ Customer Relationship Management (CRM)+ Supply Chain Management (SCM)+ Enterprise Resource Planning (ERP)= eBusiness (EB)
03/17/2003 EBUS/400 #1 -- Brian Smithson 12
eCommerce
Electronic Market(Transaction Hander)
Product/service information requestPurchase requestPayment or payment advice
Purchase fulfillment requestPurchase / change request
Response to fulfillment requestShipping notice
Payment approvalElectronic transfer of funds Electronic transfer of funds
Shopper/Purchaser’s Bank
Payment remittance noticeElectronic transfer of funds
Transaction Handler’s Bank(Automated Clearing House)
Seller/Supplier’s Bank
Response to information requestPurchase acknowledgmentShipping noticePurchase/service delivery (if online)Payment acknowledgment
Seller/SupplierShopper/Purchaser
03/17/2003 EBUS/400 #1 -- Brian Smithson 13
Business IntelligencePolitical/Economic/Social IntelligenceMarket IntelligenceCompetitive IntelligenceCustomer Intelligence
03/17/2003 EBUS/400 #1 -- Brian Smithson 14
Customer Relationship Management
CustomersExtension
CustomersRetention
CustomersSelection
CustomersAcquisition
RelationshipMarketing
“What criteria determine who will be our most profitable customers?”
“How can we acquire this customer in the most efficient and effective way?
“How can we keep this customer for as long as possible?”
“How can we increase the loyalty and the profitability of this customer?”
03/17/2003 EBUS/400 #1 -- Brian Smithson 15
Supply Chain Management
2nd TierSupplier
Upstream Internal Downstream
2nd TierSupplier2nd TierSupplier
1st TierSupplier1st Tier
Supplier
Assembly/Manufacturing and
Packaging
DistributionCenters
Retailers
Customers
GrainProducer
ProcessingFacility
Packaging
Distributor
Store
Customers
CorrugateManufacturer
LumberCompany
LabelManufacturer
Grain CerealPackaged
Cereal
Labels
Wood
PaperboardPackaged
Cereal
Wood
Gen
eric
Cer
eal
Pro
du
ctio
n
03/17/2003 EBUS/400 #1 -- Brian Smithson 16
Enterprise Resource PlanningAnalytics:n Strategic enterprise
managementn Business analytics
Financials: n Financial Accounting n Managerial Accounting n Financial supply chain
management n Manager Self Service
Operations:n Purchase Order Management n Inventory Management n Production Management n Maintenance & Qualityn Delivery Management n Sales Order Management
Human Resources: n Employee Transaction
Management n Employee Lifecycle
Management n E-Recruiting n Employee Relationship
Management n Employee Self-Service n HCM Analytics
Corporate Services:n Real Estate n Incentive and Commission
Management n Travel Management
03/17/2003 EBUS/400 #1 -- Brian Smithson 17
What2What?B2B, B2C, C2C, C2B, B2E, B2B2C, ??2??Class discussion:n What do these acronyms stand for?n Examples of eachn General characteristics of web sites in each category
(navigation, presentation style, content, features, etc.)
03/17/2003 EBUS/400 #1 -- Brian Smithson 18
In-class exerciseIn your Learning Teams:
Take 15 minutes to:1. Choose one of the elements of eCommerce: BI, CRM, SCM, or ERP2. Identify a company, web site, industry, or market, that is familiar
in your group3. Is it B2B, B2C, or ?4. Discuss your chosen eCommerce element:
How is it employed?How well or poorly does it work?What suggestions would you make for improvement?How could it be similarly applied to other companies/sites/etc.?
Give a 5 minute presentation of results to the class
03/17/2003 EBUS/400 #1 -- Brian Smithson 19
Components of eBusinessBusiness StrategyIT Infrastructure (Workshop 2)Marketing (Workshop 3)Supply Chain (Workshop 4)Legal, Ethical, and Regulatory Issues (Workshop 5)
03/17/2003 EBUS/400 #1 -- Brian Smithson 20
Strategic Planning for eBusiness
Industry andCompetitive
Analysis
StrategyFormulation
ImplementationReassessment
03/17/2003 EBUS/400 #1 -- Brian Smithson 21
Industry and Competitive AnalysisDiscussion:
On what basis could you analyze your company against your competitors and your industry?
03/17/2003 EBUS/400 #1 -- Brian Smithson 22
A framework for analysis“Value Chain”n Looks at each function of a company that creates value, and
the cost of creating that valuen Looks at the return on the total value that has been createdn The difference between the cost and the return is the
“margin”
Why bother?n Analyze each function’s relative contribution to cost and
valuen Compare each function to the equivalent function of your
competitor, or your industry’s average, or that of another industry
n Goal is to increase the value and/or decrease the cost
03/17/2003 EBUS/400 #1 -- Brian Smithson 23
Value Chain
Firm Infrastructure
Human Resource Management
Technology Development
Procurement
InboundLogistics Operations
OutboundLogistics
Marketingand Sales
CustomerService
Margin
SupportActivities
PrimaryActivities
Value ofActivities
03/17/2003 EBUS/400 #1 -- Brian Smithson 24
Level of detailThe value chain can be analyzed at different levels:n Industryn Individual company plus its suppliers and/or customersn Individual companyn Functions within a company
03/17/2003 EBUS/400 #1 -- Brian Smithson 25
Value chain within a function
Firm Infrastructure
Human Resource Management
Technology Development
Procurement
InboundLogistics Operations
OutboundLogistics
Marketingand Sales
CustomerService
Margin
MarketingManagement Promotion
TechnicalLiterature
Sales ForceOperations
Sales ForceAutomationAdvertising
03/17/2003 EBUS/400 #1 -- Brian Smithson 26
SWOT“Strengths, Weaknesses, Opportunities, and Threats”Can be applied to the company as a whole or to each function or subfunction of the value chainAs with many analytical techniques, it is only as good as it is often performed
03/17/2003 EBUS/400 #1 -- Brian Smithson 27
StrengthsWhat advantages does the company have? n What does it do well? n And, what do other people see as its strengths?
Answers to these questions should come from the company’s viewpoint as well as the viewpoint of those with whom the company does business.To help identify these, make a list of the company’s characteristics. From this list, some will be strengths.
03/17/2003 EBUS/400 #1 -- Brian Smithson 28
WeaknessesWhat functions could be improved? n What is being done poorly? n And, what should be avoided?
As with strengths, analysis should be done from internal and external basis n Do those with whom you do business with or compete
against perceive a weakness that you do not see?n Are your competitors performing better?
03/17/2003 EBUS/400 #1 -- Brian Smithson 29
OpportunitiesWhat and where are your opportunities of improvement? What industry trends are facing the company? Opportunities can surface from such things as: n Changes in markets and technology n Changes in governmental regulations and policies n Changes in demographics. n Changes in the economyn Changes in the competitive landscape.
03/17/2003 EBUS/400 #1 -- Brian Smithson 30
ThreatsWhat obstacles does the company face? What is the competition doing? Are the required specifications for the job, products or services changing? How is technology change affecting the company’s position? What is the financial health of the company?
03/17/2003 EBUS/400 #1 -- Brian Smithson 31
In class exerciseIn your Learning Teams:
Consider the company, web site, industry, or market that you chose in the eCommerce exercisen Take 15 minutes to create a diagram showing a typical
Value Chain
Pick one activity in your Value Chainn Try a SWOT analysis (make up likely strengths, weaknesses,
opportunities, and threats)
Give a 5 minute presentation to the class
03/17/2003 EBUS/400 #1 -- Brian Smithson 32
Integrating QuestionsHow can value chain analysis be used in formulating an eBusiness strategy?How can SWOT analysis be used in formulating an eBusiness strategy?How can the organizational structure of a business be influenced by an eBusiness strategy?
03/17/2003 EBUS/400 #1 -- Brian Smithson 33
Next session…Individual assignmentsLearning Team assignmentsRefer to syllabus for policiesQuestions anytime via email