1. Strategic Initiatives for Implementing Competitive Advantages
CHAPTER 3
Strategic Initiatives for Implementing Competitive Advantages

2. LEARNING OUTCOMES
3.1 List and describe the four basic components of supply chain management 3.2 Explain customer relationship management systems and how they can help organizations understand their customers

3. LEARNING OUTCOMES
3.3 Summarize the importance of enterprise resource planning systems 3.4 Identify how an organization can use business process reengineering to improve its business

4. STRATEGIC INITIATIVES
Organizations can undertake high-profile strategic initiatives including:
Supply chain management (SCM)
Customer relationship management (CRM)
Business process reengineering (BPR)
Enterprise resource planning (ERP)

5. SUPPLY CHAIN MANAGEMENT
Supply Chain Management (SCM) – involves the management of information flows between and among stages in a supply chain to maximize total supply chain effectiveness and profitability

6. SUPPLY CHAIN MANAGEMENT
Four basic components of supply chain management include:
Supply chain strategy – strategy for managing all resources to meet customer demand
Supply chain partner – partners throughout the supply chain that deliver finished products, raw materials, and services.
Supply chain operation – schedule for production activities
Supply chain logistics – product delivery process

7. SUPPLY CHAIN MANAGEMENT
Wal-Mart and Procter & Gamble (P&G) SCM

8. SUPPLY CHAIN MANAGEMENT
Effective and efficient SCM systems can enable an organization to:
Decrease the power of its buyers
Increase its own supplier power
Increase switching costs to reduce the threat of substitute products or services
Create entry barriers thereby reducing the threat of new entrants
Increase efficiencies while seeking a competitive advantage through cost leadership

9. SUPPLY CHAIN MANAGEMENT
Effective and efficient SCM systems effect on Porter’s Five Forces

10. CUSTOMER RELATIONSHIP MANAGEMENT
Customer relationship management (CRM) – involves managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization's profitability
Many organizations, such as Charles Schwab and Kaiser Permanente, have obtained great success through the implementation of CRM systems

11. CUSTOMER RELATIONSHIP MANAGEMENT
CRM is not just technology, but a strategy, process, and business goal that an organization must embrace on an enterprisewide level
CRM can enable an organization to:
Identify types of customers
Design individual customer marketing campaigns
Treat each customer as an individual
Understand customer buying behaviors

12. CUSTOMER RELATIONSHIP MANAGEMENT
CRM overview

13. BUSINESS PROCESS REENGINEERING
Business process – a standardized set of activities that accomplish a specific task, such as processing a customer’s order
Business process reengineering (BPR) – the analysis and redesign of workflow within and between enterprises
The purpose of BPR is to make all business processes best-in-class

14. BUSINESS PROCESS REENGINEERING
Reengineering the Corporation – book written by Michael Hammer and James Champy that recommends seven principles for BPR

15. Finding Opportunity Using BPR
A company can improve the way it travels the road by moving from foot to horse and then horse to car
BPR looks at taking a different path, such as an airplane which ignore the road completely

16. Finding Opportunity Using BPR
Progressive Insurance Mobile Claims Process

17. Finding Opportunity Using BPR
Types of change an organization can achieve, along with the magnitudes of change and the potential business benefit

18. ENTERPRISE RESOURCE PLANNING
Enterprise resource planning (ERP) – integrates all departments and functions throughout an organization into a single IT system so that employees can make decisions by viewing enterprisewide information on all business operations
Keyword in ERP is “enterprise”

19. ENTERPRISE RESOURCE PLANNING
Sample data from a sales database

20. ENTERPRISE RESOURCE PLANNING
Sample data from an accounting database

21. ENTERPRISE RESOURCE PLANNING
ERP systems collect data from across an organization and correlates the data generating an enterprisewide view

22. OPENING CASE STUDY QUESTIONS Apple – Merging Technology, Business, and Entertainment
Evaluate how Apple can gain business intelligence through the implementation of a customer relationship management system
Create an argument against the following statement: “Apple should not invest any resources to build a supply chain management system
Why would a company like Apple invest in BPR?

23. CHAPTER THREE CASE Got Milk
CHAPTER THREE CASE Got Milk? It’s Good For You – Unless it is Contaminated!
A contamination crisis shattered the dairy industry in China when babies mysteriously started developing kidney stones from contaminated baby formula
A chemical called melamine – an additive used to make plastic - was discovered in the milk supply of one of China's third-largest dairy producers

24. CHAPTER THREE CASE QUESTIONS
Explain why the supply chain can dramatically impact a company’s base performance?
List all of the products that have could possibly be affected by a problem in the United States milk supply chain?
How can a CRM system help communicate issues in the supply chain?

25. CHAPTER THREE CASE QUESTIONS
How could BPR help uncover issues in a company’s supply chain?
What are the pros and cons for Starbucks outsourcing the growing of its coffee beans to Chinese farmers?