[ Calendar10:10 | PortWebsite | StuWebs | Port1 | 2 | 3 | 4 | 5 | 6 | Showcase | Presentation ]
[ Ch 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 || AppDatabase | Ex1 | 2 | 3 | 4 | 5 | 6 | 7 ]
[ HW 1| 2 | 3 | 4 | | Career1| 2 | 3 ] [ SJU | TCB | CareerCtr | StuInfo | CareerLinks ] [ SJU Closing ] [H1N1SelfAssessment]
Ch 9 -
Achieving Operational Excellence and Customer Intimacy:
The Supply Chain
Def - Supply Chain - a network of organizations and business processes for procuring raw materials, transforming these materials into intermediate and finished products, and distributing the finished products to customers. See Nike's Supply Chain, Fig 9-2, p343.
Information Systems and Supply Chain Mgt
Def - Bullwhip Effect - information about the demand for a product gets distorted as it passes from one entity to the next across the supply chain.
Example - during aggressive price promotions, customer
purchases of Procter & Gamble's Pampers disposable diapers in stores were
fairly stable. However, each supplier in the supply chain for Pampers
components would anticipate higher demand. See Fig 9-3, p345.
P&G eliminated this problem with improved supply chain processes.
Supply Chain Mgt Software
Def - Supply Chain Management (SCM) Systems - see Ch2 outline IV.B.2 - information systems that share info about orders, production, inventory, and delivery dates between a firm and its suppliers in order to improve efficiency.
Firms use intranets to coordinate internal processes and extranets for external processes with business partners. See Fig 9-4, p366. See Ch2 outline V.A for definitions of intranet and extranet.
Demand-driven Supply Chains (p350)
Def - Push-based Model - a production model where master production schedules are based on forecasts. Products are "pushed" to customers. Earlier supply chain mgt systems were push-based.
Def - Pull-based Model - a production model where actual
customer orders trigger events in the supply chain. Production
requirements are "pulled" from customer orders. Many present supply
chain mgt systems are pull-based. See Fig 9-5, p351.
Def - Customer Relationship Management (CRM) Systems - see Ch2 outline IV.B.3 - information systems that track a company's interactions with its customers and analyze these interactions to improve profit, customer satisfaction, and customer retention.
Operational Customer Relationship Mgt Tools - see Fig 9-9, p358.
Sales Force Automation (SFA)
Account Mgt - focus on most profitable customers
Order Mgt - generate sales quotes for complex products
Call Center and Help Desk Mgt - customer spends less time on phone restating problem
Service Planning - realistic scheduling of car service appointments
Analytical Customer Relationship Mgt
Based on data warehouse of operational CRM data (above)
Uses Online Analytical Processing (OLAP), and Data Mining - see Ch6 outline VI.B.2.
Determines profitable customers, customer profiles, customer
(This page was last edited on January 17, 2010 .)