Lecture 4 - SV-new

Management Information Systems: Introduction
Managing the Digital Firm ERP

SCM
quản lý quy trình KD nội bộ
Sixteenth Edition CRM Problem: Legacy systems designed for old

business model; system needed to support
CRM new consumer, products, business processes
SCM ERP
Solution: SAP enterprise resource planning
Cty cung cấp giải pháp, bán hệ thống
Lecture 4 system
Achieving Operational Excellence Demonstrates use of technology to support
and Customer Intimacy: Enterprise
Applications
CRM new business models and efficiency, integratetính
tích hợp DL toàn bộ vào 1 cross-enterprise data for single, consistentnhất
quán
view 9
xác
sd công nghệ để thay đổi mô hình, cách thức để vận hành
thiết kế MH KD sd công nghệ
Copyright © 2020, 2018, 2016 Pearson Education, Inc. All Rights Reserved Copyright © 2020, 2018, 2016 Pearson Education, Inc. All Rights Reserved
xử lý hiệu quả
Learning Objectives
ERP
đo trung thành KH cắt giảm CP 6.1 How do enterprise systems help businesses achieve
operational excellence?
6.2 How do supply chain management systems coordinate
planning, production, and logistics with suppliers?
đối tác (khó)
6.3 How do customer relationship management systems
help firms achieve customer intimacy?
ứng dụng DN (ERP,SCM,CRM,KMS)
6.4 What are the challenges that enterprise applications
pose, and how are enterprise applications taking
lấy tt KH advantage of new technologies?
 Enterprise Systems Enterprise Systems
 Enterprise Software
 Business value of Enterprise software Firms
 Supply chain management systems
related to coordinate planning,
production, and logistics with
Sales & Finance & Manufacturing Human
suppliers.
Marketing Accounting & Production resources
 upstream supply chain (Software) (Software) (Software) (Software)
DISCUSSION  internal supply chain
 downstream supply chain
 Bullwhip effect
 just-in-time strategies
 Safety stock ERP (software)
 push-based model tích hợp các phần mềm vào 1 chỗ
 pull-based model
Odoo platform
Enterprise Systems
• Enterprise resource planning (ERP) systems
tích hợp vào 1
• Suite of integrated software modules and a common
central database
• Collects data from many divisions of firm for use in nearly
all of firm’s internal business activities
• Information entered in one process is immediately
available for other processes
mã nguồn mở
Figure 9.1 How Enterprise Systems Enterprise Software
Work vận hành ntn? quy trình được lọc, chọn, tính thực tế rất cao, tinh túy
• Built around thousands of predefined business processes
4 chức năng
that reflect best practices
– Finance and accounting
– Human resources
– Manufacturing and production
– Sales and marketing
triển khai vào DN
• To implement, firms:
chức năng nào? – Select functions of system they wish to use
quy trình nào? – Map business processes to software processes

 Use software’s configuration tables for customizing
lựa chọn theo ý
mình, phù hợp
Business Value of Enterprise Nike’s Supply Chain Management

quản lý đối tác (quan trọng)
Systems
• Increase operational efficiency
• Provide firm-wide information to support decision making
• Enable rapid responses to customer requests for
information or products trl KH nhanh
dashboard, báo cáo
• Include analytical tools to evaluate overall organizational sx phân phối
performance and improve decision-making đo hiệu quả tổ chức
cải thiện ra quyết định
đầu vào-> nội bộ -> đầu ra
đối tác cung cấp đầu vào

Odoo platform - SCM
The Supply Chain
• Network of organizations and processes for:
– Procuring materials thu mua nvl > upstream
– Transforming materials into products internal
– Distributing the products downstream
• Upstream supply chainđối tác cung cấp nguyên vật liệu đầu vào
• Downstream supply chain tổ chức kênh phân phối
• Internal supply chain nội bộ sx sp (thiết kế, bao bì, đánh giá sp)
Figure 9.2 Nike’s Supply Chain Supply Chain Management

sd k hiệu quả > CP tăng lên
• Inefficiencies cut into a company’s operating costs
– Can waste up to 25 percent of operating expenses
• Just-in-time strategy sd đúng lúc, kịp thời, hợp lí
nvl, máy móc, thiết bị
– Components arrive as they are needed <- Perfect inf
hh sx xong rời đi ngay >< lỗ vốn DN
– Finished goods shipped after leaving assembly line
dự trữ an toàn giải q những VĐ bất thường
• Safety stock: buffer for lack of flexibility in supply chain
• Bullwhip effect <- Uncertainties
nhu cầu bị lm sai
– Information about product demand gets distorted as it
passes from one entity to next across supply chain
The Bullwhip Effect – Rủi ro tiềm ẩn của chuỗi cung ứng
Figure 9.3 The Bullwhip Effect
k nắm đc nhu cầu thực của KH

nhu cầu bị nhô lên, dư tồn kho
Supply Chain Management Software Global Supply Chains and the

• Supply chain planning systems Internet
– Model existing supply chain • Global supply chain issues
– Enable demand planning – Greater geographical distances, time differences
– Optimize sourcing, manufacturing plans tối ưu hóa nguồn lực – Participants from different countries
– Establish inventory levels thiết lập mức độ hàng tồn kho  Different performance standards
– Identify transportation modes  Different legal requirements
• Supply chain execution systems • Internet helps manage global complexities
– Manage flow of products through distribution centers – Warehouse management
and warehouses quản lý dòng sp qua nhà phân phối
– Transportation management
– Logistics
– Outsourcing gia công
Demand-Driven Supply Chains: From Figure 9.4 Push- Versus Pull-Based
Push to Pull Manufacturing and Supply Chain Models
Efficient Customer Response
• Push-based model (build-to-stock) sx bia
– Earlier SCM systems
– Schedules based on best guesses of demand
• Pull-based model (demand-driven) dựa vào nhu cầu KH
– Web-based sx xe đắt tiền
– Customer orders trigger events in supply chain

• Internet enables move from sequential supply chains to
concurrent supply chains xử lý tức thời (lợi thế)
– Complex networks of suppliers can adjust immediately
Figure 9.5 The Emerging Internet- Business Value of Supply Chain

Driven Supply Chain Management Systems
immediately adjust • Match supply to demand nhà cung cấp & nhu cầu
inventories, orders,
and capacities • Reduce inventory levels giảm mức độ hàng tồn kho
liên thông > có tt • Improve delivery service cải thiện nghiệp vụ giao hàng
> điều chỉnh
kịp thời • Speed product time to market đẩy nhanh tốc độ sp đế thị trường
• Use assets more effectively sd tài sản hiệu quả
– Total supply chain costs can be 75 percent of operating
budget
• Increase sales tăng doanh số
Customer Relationship Management Customer Relationship Management
CRM tác nghiệp

> tương tác vs KH
CRM phân tích

> cần data
Source: Siddiqi, J., Akhgar, B., Wise, T., Hallam, S.: A Framework for the Implementation
of a CRM Strategy in Retail Sector. In proceeding of the 2006 International Conference
on Information & Knowledge Engineering, CSREA Press 2006, ISBN 1-60132-003-5
Source: Le Dien Tuan and Duong Quang Danh.: Áp dụng mô hình RFM trong phân
khúc khách hàng nhằm phát triển chiến lược marketing. In proceeding of 2022 CITA.
Customer Relationship Management Figure 9.6 Customer Relationship
KH nào mang lại LN cho DN
Management (CRM)
lòng trung thành
• Knowing the customer (profitable, loyal customers)
3 GÓC
• In large businesses, too many customers and too many
ways customers interact with firm
CRM tác nghiệp (gmail,chatbox..)
• CRM systems
– Capture and integrate customer data from all over the
organization
củng cố, chuẩn hóa và phân tích DL
– Consolidate and analyze customer data
phân phối
– Distribute customer information to various systems and
thấu hiểu KH
customer touch points across enterprise
– Provide single enterprise view of customers
hiểu đc KH

Software (1 of 2) Software (2 of 2)
• Packages range from niche tools to large-scale enterprise • CRM packages typically include tools for:
applications – Sales force automation (SFA)tự động lực lượng bán hàng
• More comprehensive packages have modules for:  Sales prospect and contact informationquản lý, tương tác KH
– Partner relationship management (PRM)  Sales quote generation capabilities định giá sp
 Integrating lead generation, pricing, promotions, order – Customer service
configurations, and availability  Assigning and managing customer service requests tư vấn
 Tools to assess partners’ performances  Web-based self-service capabilities
– Employee relationship management (ERM) – Marketing
 Setting objectives, employee performance management,  Capturing prospect and customer data, scheduling and
performance-based compensation, employee training tracking direct-marketing mailings or e-mail
 Cross-selling đưa ra đúng hành vi KH > bán chéo
Figure 9.8 CRM Software Capabilities Figure 9.9 Customer Loyalty
Management Process Map
quản lý tri ân KH
tác
nghiệp
phân tích
Operational and Analytical CRM Figure 9.10 Analytical CRM Data

• Operational CRM Warehouse
– Customer-facing applications tương tác KH
– Sales force automation call center and customer
service support tự động lực lượng KH
– Marketing automation MKT tự động
• Analytical CRM
dự vào kho DL
– Based on data warehouses populated by operational
CRM systems and customer touch points thấu hiểu KH
– Analyzes customer data (OLAP, data mining, etc.)
 Customer lifetime value (CLTV) gtri vòng đời KH
OLAP phân tích DL đa chiều
Business Value of Customer Enterprise Application Challenges
Relationship Management Systems • Expensive to purchase and implement enterprise
• Business value of CRM systems applications
– Increased customer satisfaction – Multi-million dollar projects in 2018
– Reduced direct-marketing costs – Long development times
– More effective marketing • Technology changes
– Lower costs for customer acquisition/retention • Business process changes
– Increased sales revenue
• Organizational learning, changes
• Churn rate
• Switching costs, dependence on software vendors
– Number of customers who stop using or purchasing
products or services from a company • Data standardization, management, cleansing
– Indicator of growth or decline of firm’s customer base
Next-Generation Enterprise Next-Generation Enterprise

Applications (1 of 2) Applications (2 of 2)
• Enterprise solutions/suites • Social CRM
– Make applications more flexible, web-enabled, – Incorporating social networking technologies
integrated with other systems – Company social networks
• SOA standards (service-oriented architecture) – Monitor social media activity; social media analytics
– Manage social and web-based campaigns
• Open-source applications
• On-demand solutions • Business intelligence
– Inclusion of BI with enterprise applications
• Cloud-based versions
– Flexible reporting, ad hoc analysis, “what-if” scenarios,
• Functionality for mobile platform digital dashboards, data visualization
Discussion question
1. How does enterprise software enable a business to use Copyright
industry-proven best practices?
2. Explain the bull-whip effect on a supply chain and how it
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3. Describe the difference between push-based supply any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
models and pull-based supply models. and materials from it should never be made available to students
except by instructors using the accompanying text in their
4. Describe the difference between operational customer classes. All recipients of this work are expected to abide by these
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relationship management systems.

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Lecture 4 - SV-new

Uploaded by

Copyright:

Available Formats

Management Information Systems: Introduction

Managing the Digital Firm ERP

Sixteenth Edition CRM Problem: Legacy systems designed for old

quy trình nào? – Map business processes to software processes

Business Value of Enterprise Nike’s Supply Chain Management

đầu vào-> nội bộ -> đầu ra

đối tác cung cấp đầu vào

Figure 9.2 Nike’s Supply Chain Supply Chain Management

k nắm đc nhu cầu thực của KH

Supply Chain Management Software Global Supply Chains and the

– Customer orders trigger events in supply chain

Figure 9.5 The Emerging Internet- Business Value of Supply Chain

CRM tác nghiệp

CRM phân tích

Customer Relationship Management Customer Relationship Management

Customer Relationship Management Customer Relationship Management

Operational and Analytical CRM Figure 9.10 Analytical CRM Data

Next-Generation Enterprise Next-Generation Enterprise

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