과목 이비즈니스개론 담당교수 권순범교수님 제출일자 2007년 03월 20일 E-Business 김계진 1

 0. Presentation Flow  1. The Problem/Opportunity  2. The Solution ◦ Direct Marketing Online  1) Business-to-Business EC  2) E-Collaboration  3) E-Customer Service  4) Intrabusiness EC  3. The Results  4. What we can learn… 2

 DELL was the first company to offer personal computers via mail order.  By 1993, DELL had become one of the top-five computer makers worldwide.  DELL was taking orders by fax and snail mail and losing money. ⇒ Losses reached over $100 million by ⇒ The company was in trouble! 3

 DIRECT MARKETING ONLINE The commercialization of the Internet in the early 1990s and the introduction of the Web in 1993 provided DELL with an opportunity to expand rapidly. DELL implemented aggressive online order-taking and opened subsidiaries in Europe and Asia. DELL also started to offer additional products on its Web site. This enabled DELL became one in worldwide PC shipments in

 1) BUSINESS-TO-BUSINESS EC. ◦ B2B customers obtain additional help from DELL. DELL provides each of its nearly 100,000 business customers with Premier DELL service. ◦ Ex) British Airways ◦ In 2000, DELL created a B2B exchange at dell.b2b.com. This venture was a failure, like most other exchanges. As a result, DELL ’s B2B activities were shifted to collaborative commerce. 5

 2) E-COLLABORATION ◦ DELL has many business partners with whom it needs to communicate and collaborate. ◦ Ex) DELL uses shippers such as UPS and FedEx to deliver its computers to individuals. ◦ DELL has a superb communication system with its over 15,000 service providers around the globe. 6

 3) E-CUSTOMER SERVICE ◦ DELL uses a number of different tools to provide superb customer service around the clock. ◦ Ex)  a virtual help desk for self-diagnosis and service  a phone-based help desk is open 24/7  Product support includes troubleshooting, user guides, upgrades, and much more.  a large database of its customers. 7

 4) INTRABUSINESS EC ◦ To support its build-to-order capabilities, significantly improve its demand-planning and factory-execution accuracy, reduce order-to-delivery time, and enhance customer service, DELL partnered with Accenture to create a new, high-performance supply chain planning solution. ◦ DELL also has automated its factory scheduling, demand-planning capabilities, and inventory management using information technology and e-supply chain models. 8

 DELL has been one of Fortune’s top five “Most Admired” companies since 1999, and it continuously advances in the rankings of the Fortune 500 and the Fortune Global 500.  DELL actively supports EC research at the University of Texas in Austin.  DELL also contributes heavily to charity.  DELL is expanding its business not only in the computer industry, but also in consumer electronics. It is clearly an example of EC success. 9

 DELL exemplifies the major EC business models. ◦ Direct marketing online with the build-to-order model on large scale  ⇒ the elimination of intermediation, low inventories, superb cash flow ◦ other EC models, notably e-procurement for improving the purchasing of components, collaborative commerce with its partners, and intrabusiness EC for improving its internal operations ◦ e-CRM  By successfully using e-commerce models, DELL became a world-class company, winning over all of its competitors. 10

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