Bi tp ln s 3

M t hot ng kinh doanh B2B ca Dell.com Thng mi in t tch hp (B2Bi)

Nhm 2 Lp Qun tr tc nghip TMT B2B [0902ECOM0311]

1. Gii thiu Dell Dell l tp on ln th hai trn ton cu v lnh vc thit k, sn xut v phn phi phn cng my tnh, vi th phn ton cu l 13.1% (vi doanh s bn trong qu 1 2009 l 8,79 triu sn phm; HP chim 19.8% th phn vi 13.3 triu sn phm). Dell c thnh lp nm 1984 bi Michael Dell. V di y l mt s mc lch s quan trng ca: 1985-- t doanh thu 6 triu USD. 1986-- t doanh thu 70 triu USD; tp trung vo phn khc lp rp PC. 1990-- t doanh thu 500 triu US; v m rng cc dng sn phm 1996-- Dell hot ng trc tuyn; Thu c doanh s bn hng trc tuyn 1 triu USD/ ngy; t doanh thu 5.3 t USD. 1997-- Hot ng bn hng trc tuyn t doanh s 3 triu USD/ ngy; t mc tng trng nm th 3 lin tip trn 50%; t doanh thu 7.8 t USD. 2005-- t doanh thu 49.2 t USD Bng di y so snh Dell vi mt s doanh nghip trong ngnh: DELL Vn Nhn vin Tng trng Doanh thu Li nhun bnh qun Doanh thu t hot ng trc tuyn 89.29B 55,200 18.70% 49.21B 18.32% 3.04B HPQ 60.17B 151,000 9.40% 81.85B 23.87% 3.50B IBM 121.16B 329,001 8.00% 96.95B 37.42% 8.25B SUNW 11.79B 32,600 -2.20% 11.20B 40.88% 645.00M Industry 112.93M 341 6.20% 116.36M 23.94% -153.00K

Biu di y m t th phn PC trn ton cu (n Qu 1 2008)

2. Hot ng kinh doanh B2B ca Dell.com 2.1. Khch hng; Hng ha, dch v kinh doanh v phng thc kinh doanh

Dell kinh doanh cc phn cng my tnh v cc thit b s nh Laptop, Server, PC, Workstations, Thit b lu tr, LCD Monitors Khch hng ca Dell gm: o o Khch hng c nhn: vi cc mt hng nh laptop, PC, thit b lu tr Khch hng doanh nghip: vi cc mt hng nh Server, Workstations,

T nm 1996, Dell thc hin bn hng trc tuyn (trc tip) cho khch hng c nhn thng qua Website www.dell.com. y, khch hng c cung cp catalog v sn phm m dell cung cp, ty chnh sn phm theo mun v t hng. Dell s lp rp sn phm v vn chuyn n cho khch hng sn phm ng nh khch hng yu cu. 2.2. 2.2.1. Hot ng kinh doanh B2Bi ca Dell Hot ng tch hp vi ngi mua

im qua mt cht ti hot ng bn hng cho khch hng c nhn. Khch hng vo website ca Dell xy dng my tnh vi cu hnh ty chnh. Sau khi, khch hng ng vi my tnh m mnh xy dng th c s d liu khch hng ca Dell s ghi li thng tin cu hnh my. H thng s phn tch cc linh kin cn thit ri gi cc thng tin ny ti nh sn xut cc linh kin tng ng. Theo , cc nh sn xut lun trong tnh trng sn sng chp nhn cc yu cu ca Dell v s tin hnh giao sn phm cho Dell theo s lng yu cu.

i vi khch hng doanh nghip, c hai phng thc mua hng trn Dell: Mt l, thc hin thng qua Premier Pages ca Dell ti a ch http://premier.dell.com. Dell c trn 500.000 ti khon Premier Page ca cc doanh nghip v cng ty nh v va trn ton th gii. Premier Pages h tr 13 ngn ng. Hot ng t hng tin hnh tng t nh ca khch hng c nhn.

Hai l, tch hp vi h thng ca Dell. Khi mua hng trn Dell s c khch i cht khu t hng. Thay v t hng qua website nh thng thng, H thng ca Dell cho php cc doanh nghip c th s dng cc ng dng t hng t h thng ERP (ERP Procurement Application) ca h t hng. Dell c s kt hp vi trn 20 nh cung cp gii php ERP m bo tt c cc d liu giao dch in t t cc h thng ERP u c Dell chp nhn (m hnh ny c gi l Server-to-Server communication). Cc i tc ERP ca Dell gm: Ariba Clarus/Epicor Commerce One/e-Scout EER Great Plains/Microsoft Lawson Microsoft (Biztalk) Oracle (custom) Peoplesoft Peregrine Periscope/WFI PurchasePro/Perfect Software Rightworks/i2 SAP Supply Access webMethods

Trong m hnh ny, h thng CRM ca Dell s qun l tng Catalog ca khch hng (DN) ca mnh. Mi khi DN kt ni ti Dell s c tr v Catalog ny ty chnh n hng.

Quy trnh giao dch gm 4 bc:

1,

"PunchOut" Xc thc cc truy cp ti catalog ca khch hng ti Dell t trnh

duyt ca khch hng cho vic mua hng. 2, Order Requisition Cc d liu v gi hng s c chuyn ti cho khch hng vo

thng h thng ERP ca khch hng. 3, 4, Electronic Purchase Order Khch hng chuyn cho Dell cc n t hng. PO Acknowledgement Dell phn hi li cho khch hng.

C s ca phng thc giao dch ny da trn s trao i d liu in t EDI gia cc my ch ca cc bn. Thun li v kh khn: Thun li

+ D liu c cp nht lin tc + chnh xc ca thng tin cao + Khng b trng lp thng tin + D liu c trao i qua h thng tch hp gia Dell v KH. + Cho php KH ty bin n hng. Kh khn

+ Yu cu phi c s tng thch v d liu in t nn Dell phi c s tch hp vi nhiu h thng ERP. + Mt s khu vn phi thc hin th cng nh cp nht d liu; gi ha n. 2.2.2. Tch hp vi nh cung ng (B2B Intergration)

Cc nh cung ng ca Dell t cc tp on sn xut my tnh v linh kin nh Intel, AMD cho vi x l; Seagate, Maxtor, Quantum .. cho cng; Samsung, Toshiba, Micron cc chip RAM; Sony, Phillips, Nokia, Samsung, Acer cho mn hnh; SCI, Solectron cho cc linh kin my in; Hon Hai cho cc thng my tnh v u ni; Microsoft cho cc phn mm v h iu hnh; V nhiu cc nh sn xut thit b gc (OEM) i Loan cho cc linh kin khc. Cc Laptop gi r ca Dell dc sn xut bi cc nh cung ng ca i Loan (nh Quanta; Arima), trong khi , cc my tnh cao cp th c gia cng bn ngoi v Dell lm cc khu cui cng. i vi sn xut PC, Dell phi ph thuc vo s c quyn ca cc nh sn xut chip vi x l nh Intel hay AMD. Khong 70% khi lng t hng ca Dell t khu vc Chu Thi Bnh Dng. Chi ph nguyn vt liu mi nm ca Dell vo khong 21 t USD (chim 74% tng chi ph). Tng t nh h thng tch hp vi khch hng, trong mi quan h gia Dell v cc nh cung cp, Dell xy dng cho mnh cc s tch hp o (Virtual Intergration) vi nh cung cp qua h thng SCM. Nh ni trn, Mi khi Dell tip nhn 1 n hng, h thng x l s bc tch n hng thnh tng phn nh, tp hp li ri t ng chuyn n cho nh cung ng thch hp.

Cng vic c thc hin t ng bng h thng SCM ca h thng ERP ca Dell c tch hp trc tip ti cc h thng ERP ca cc nh cung ng di hnh thc trao i d liu in t (EDI).

Dell s dng h thng SCM ca i2 Technologies. H thng cho php, mi 20 giy, s tin hnh tng hp n hng, phn tch thnh phn n hng cn thit, kim tra tnh trng tn kho ca Dell v cc nh cung ng, sau s t ng to ha n t hng cc linh kin cn thit ti cho nh cung ng thch hp. Cn h thng tip nhn n hng ca nh cung ng s t ng cp nht 2 gi mt ln. S d, h thng c th lm vic nh vy nh, H thng ny c th lin kt thng ti h thng ng dng trn nn tng ERP ca nh cung ng. Nh vy, Nh s lin kt cc k khng kht ny, thay v phi d bo nhu cu t hng, th Dell ch cn ch trng vo vic t hng tc thi. Thm vo , tn kho u vo lun mc ti thiu, v cc thnh phm lu kho con s 0 do n hng ca khch hng c thc hin ngay khi c hon thnh. Nhng thun li v kh khn

Thun li

To ra li th cnh tranh so vi cc i th truyn thng da trn: + Khng phi d tr, tn kho mi khu ca chui gi tr. + Khng phi thanh ton trc cho cc nh cung ng trc. + Gim thi gian sn xut, lp rp. Hin nay: + 90% nh cung ng ca Dell chp nhn hnh thc t hng s dng h thng tch hp ca Dell. + C 15 nh cung ng ca Dell chim n 85% gi tr cung ng. Kh khn

+ H thng i hi phi c s trao i cc thng tin, nhu cu, tnh trng tn kho. + Phi c h thng ERP trn c s trao i d liu in t nh h thng mng Extrant.

Tham kho: 1, Dell B2B E-Commerce: http://www.dell.com/content/topics/reftopic.aspx/pub/commerce?c=us&l=en&s=gen 2, Dell Supply Chain http://www.slideshare.net/amit_kumar1/dell-supply-chain-presentation 3, University of Edinburgh, A Knowledge-Based Analysis and Modelling of Dells Supply Chain Strategies http://www.inf.ed.ac.uk/publications/thesis/online/IM070456.pdf 4, University of California, Dell Computer: Using E-commerce To Support the Virtual Company http://www.crito.uci.edu/GIT/publications/pdf/dell_ecom_case_6-13-01.pdf 5, Case Study: DELL & Cisco Team 6 04/25/05 http://cs.nyu.edu/~aal270/Dell_Merged.ppt