1 Pertemuan 3 & 4 Competing with Information Technology Matakuliah: J0454 / Sistem Informasi Manajemen Tahun: 2006 Versi: 1 / 1

2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa akan dapat menjelaskan tentang pemanfaatan Sistem Informasi untuk menghasilkan keunggulan kompetitif  C2

3 Outline Materi Fundamentals of Strategic Advantage Competitive Advantage of Information Technology The Value Chain and Strategic IS Using Information Technology for Strategic Advantage Building a Customer-Focused Business Reengineering Business Process

4 Competitive Strategy Concepts Strategic Information Systems Support Competitive Position Can Be Any Kind of Information System Gain Competitive Advantage Reduce a Competitive Disadvantage Strategic Advantage

5 Cost Leadership Differentia- tion Innovation Growth Alliance Other Strategies Rivalry of Competitors Threat of New Entrants Threat of Substitutes Bargaining Power of Customers Bargaining Power of Suppliers Competitive Forces Competitive Strategies

6 Strategic Advantage Other Competitive Strategies Lock in Customers Lock in Suppliers Switching Costs Barriers to Entry Leverage Investment in IT

7 Value Chain & Strategic IT Support Processes Administrative Coordination and Support Services Human Resources Management Technology Development Procurement of Resources

8 Value Chain & Strategic IT Primary Business Processes Inbound Logistics Operations Outbound Logistics Marketing and Sales Customer Service

9 Value Chain & Strategic IT COMPETITIVE ADVANTAGE SUPPORT PROCESSES PRIMARY BUSINESS PROCESSES Administrative Coordination & Support Services Human Resources Management Technology Development Procurement of Resources Collaborative Workflow Intranet Employee Benefits Intranet Product Development Extranet with Partners E-Commerce Web Portals for Suppliers Inbound Logistics AutomatedJust-in-TimeWarehousing Operations Outbound Logistics Marketing & Sales Customer Service Computer-AidedFlexibleManufactu-ring OnlinePoint-of-Sale And Order Processing TargetMarketing CustomerRelation-shipManage-ment The Value Chain of a Firm

10 Using IT for Strategic Advantage Building a Customer- Focused Business Building Customer Value Fast Response to Individual Customer Needs Use of Internet, Intranets, and Extranets

11 Using IT for Strategic Advantage Hilton Hotels Hilton.Com Reservation System Services Tailored Automatically to Last Visit High Level of Personalization Deeper Personal Relationship Direct-to-Customer Business Model Via the Web

12 Building Customer Value Build a Web Community of Customers, etc. Customers Check Own History Web Personal- ization Builds Loyalty Employee View of Customer is Complete Customer Database Transaction Database Customer Orders Through Partners Customer Database by Preferences & Profitability Customer Place Orders Directly Customers Linked With Distribution Intranets Internet IntranetsExtranets IntranetsExtranets Internet

13 Reengineering Business Processes Level of Change Process Change Primary Enabler Time Required Path to Execution Risk Business Improvement Business Reengineering IncrementalRadical Improved New Version of Process Brand New Process HighModerate Information TechnologyStatistical Control Clean SlateExisting Processes Broad, Cross- Functional Narrow, Within Functions Typical Scope Long Short CulturalCultural Structural Participation Bottom-upTop-down Horizon Past and PresentFuture Frequency of Change One-time or Continuous Periodic One-time Change Starting Point

14 Order Management Process PROPOSALPROPOSAL COMMITMENTCOMMITMENT CONFIGURATIONCONFIGURATION CREDITCREDIT CHECKINGCHECKING DELIVERYDELIVERY BILLINGBILLING COLLECTIONSCOLLECTIONS Business Processes Business Functions SALES MANUFACTURING FINANCE LOGISTICS

15 Reengineering Order Management Customer Relationships Using Intranets and the Internet Supplier Managed Inventories Using the Internet Cross-Functional ERP Software Integrating Manufacturing, Distribution, Finance, and Human Resource Processes Customer-Access to Web Order Entry, Status-Checking, Payment, and Services Customer, Product, and Order Status Databases accessed via Intranets and Extranets by Employees and Suppliers

16 Becoming an Agile Company 1.Customers Perceive Products and Services as Solutions to their Individual Problems 2.Cooperates with Customers, Suppliers, and Even Competitors to Bring Products to Market Quickly and at Lowest Cost 3.Organized to Thrive on Uncertainty 4.Leverages the Impact of its People and Knowledge

17 Becoming an Agile Company Dell Computer – Agility in Action Customer-Focused Company Champion of Mass Customization Build-to-Order Business Model 25,000 on a Typical Day Tight Supply Chain Management Rarely More than Two Hours Worth of Parts Inventory

18 The Virtual Company Interenterprise IS Boundary of a Firm Customer Response and Order- Fulfillment Teams Manufacturing Teams Engineering Teams Cross-Functional Teams Alliance - Complementary Services Alliance - Major Customer Alliance - Major Supplier Alliance - Small Suppliers Alliance - Subcontractors Intranets Extranets

19 Virtual Company Strategies Share Infrastructure and Risk with Alliance Partners Link Complementary Core Competencies Reduce Concept-to-Cash Time Through Sharing Increase Facilities and Market Coverage Gain Access to New Markets and Share Market or Customer Loyalty Migrate from Selling Products to Selling Solutions

20 Knowledge Creating Company Learning Organizations Knowledge Management Explicit Knowledge Knowledge Management Systems (KMS)

21 Knowledge Management Document Management Information Creation, Sharing, and Management Enterprise Intelligence

22 Summary Strategic Uses of Information Technology Cut Costs Differentiate and Innovate Products and Services Promote Growth Develop Alliances Lock in Customers & Suppliers Create Switching Costs Create Barriers to Entry Leverage IT Investment Develop Competitive Advantage

23 Summary Building a Customer-Focused Business Develop Business Value Make Customer Value the Strategic Focus Use of Internet, Intranets, and Extranets to Track and Serve Customer Needs and Interests Provide Services Tailored to Specific Customer Needs

24 Summary Reengineering Business Processes Enable Radical Changes to Business Processes Improves Efficiency and Effectiveness IT Supports Innovative Changes in Work Flows, Job Requirements, and Organizational Structures in a Company

25 Summary Becoming an Agile Company Rapid Response to Market Changes Broad Product Ranges Short Model Lifetimes Heavy Dependence Upon IT to Respond to Customer’s Unique Situations Enhance Cost Effectiveness

26 Summary Creating a Virtual Company Use of Internet and IT Provide Computing and Communications Resources IT Enables Management of a Network of People, Knowledge, Financial, and Physical Resources Takes Advantage of Rapidly Changing Markets

27 Summary Building a Knowledge-Creating Company Creates a Lasting Competitive Advantage Innovative Use of Organization Knowledge Supports Development and Management of New Organization Knowledge Integrates Into New Products and Services

28 Sumber Materi PPT O’Brien, James A. (2005). Introduction to Information Systems (12th Edition). McGraw – Hill. Bab 2. Official PPT.