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© 2007 by Prentice Hall
© 2007 by Prentice Hall
Achieving Operational
Excellence and Customer
Intimacy: Enterprise
Applications
Enterprise applications
What are Enterprise
systems or ERP?
What is SAP?
SAP Basics
SCM
CRM
STUDENT OBJECTIVES
• Enterprise application
• Demonstrate how enterprise systems achieve
operational excellence by integrating and
coordinating diverse functions and business
processes in the firm.
STUDENT OBJECTIVES
Enterprise systems=ERP
Supply chain management
CRM
Antony Upward,CGI
8.7 © 2007 by Prentice Hall
Problems that give rise
to ERP
Run a business based on information
from tens of different databases and
systems none of which speak to each
other.
Company I0 different product lines
,produced in separate factories, don’t
exchange information.
No business can afford disjointed
information systems that don’t work
together to
produce a coherent picture of the entire
organization.
Enterprise Systems
Enterprise Systems
Enterprise systems
feature a set of
integrated software
modules and a
central database that
enables data to be
shared by many
different business
processes and
functional areas
throughout the
enterprise
Figure 8-1
8.11 © 2007 by Prentice Hall
How enterprise system
work
example
Place order for tire rims
•Close
coordination of
major functional Cross functional business process
groups in a firm. The Order Fulfillment Process
•Require great
deal of
information.
•Information
must rapidly flow
within firm and
business
partners and
delivery firm.
Information
system make
this happen.
This figure illustrates the major entities in Nike’s supply chain and the flow of information upstream and
downstream to coordinate the activities involved in buying, making, and moving a product. Shown here is a
simplified supply chain, with the upstream portion focusing only on the suppliers for sneakers(tier1) and sneaker
soles,uppers(tier2),supplier to these suppliers(tier3).
Figure 9-3
Inaccurate
information can
cause minor
fluctuations in
demand for a
product to be
amplified as one
moves further back
in the supply chain.
Minor fluctuations
in retail sales for a
product can create
excess inventory
for distributors,
manufacturers, and
suppliers.
CRM Software
• CRM packages are available with a wide spectrum
of functions
• Marketing modules
• Aid in marketing campaigns by capturing prospect
and customer data,
• Providing product and service information
• Qualifying leads for targeted marketing
• Scheduling and tracking direct-marketing mailings or
e-mail
• Analyzing marketing and customer data:
• Identifying profitable and unprofitable customers
• Designing products and services to satisfy specific customer
needs and interests
• Identifying opportunities for cross-selling
8.35 © 2007 by Prentice Hall
CRM Application Vendors
Enterprise software vendors like
SAP
Oracle people soft
Sales force.com