1. INFORMATION TECHNOLOGY FOR MANAGERSModule 5Business ApplicationsDr.Veena.APESIT, BangaloreBusiness Processes and Information SystemsBusiness processes Is a set of logically related activities for accomplishing a specific business results. Manner in which work is organized, coordinated, and focused to produce a valuable product or service Unique ways to coordinate work, information, and knowledge Ways in which management chooses to coordinate work Concrete work flows of material, information, and knowledgesets of activities Performance of a firm depends on how well the business processes are designed and coordinated Examples of Business ProcessesManufacturing and production: Assembling product, checking quality, producing bills of materialsSales and marketing: Identifying customers, creating customer awareness, selling Examples of Business Processes (Continued) Finance & accounting: Paying creditors, creating financial statements, managing cash accounts Human resources: Hiring employees, evaluating performance, enrolling employees in benefits plans

2. EXAMPLE of Sales and Marketing SystemSales and Marketing SystemsMajor functions of systems: Sales management, market research, promotion, pricing new productsMajor application systems: Sales order info system, market research system, pricing system 3. EXAMPLE of Manufacturing and Production SystemsManufacturing and Production SystemsMajor functions of systems: Scheduling, purchasing, shipping, receiving, engineering, operationsMajor application systems: Materials resource planning systems, purchase order control systems, engineering systems,Inventory control systems 4. EXAMPLE of Financing & Accounting SystemsFinancing & Accounting SystemsMajor functions of systems: Budgeting, general ledger, billing, cost accountingMajor application systems: General ledger, accounts receivable, accounts payable, budgeting, funds management systems EXAMPLE of Human Resource SystemsHuman Resource SystemsMajor functions of systems: Personnel records, benefits, compensation, labor relations, trainingMajor application systems: Payroll, employee records, benefit systems, career path systems, personnel training systems 5. Characteristics of Functional IS1. A functional IS consists of several smaller IS(subsystems) that support specific activities2. Although some specific IS applications in any functional area can be completely independent, they often are integrated to form a coherent departmental functional system3. Functional IS interface with the environment (manufacturing IS may be connected to suppliers Logistics IS) 6. 4. Functional IS interface with each other to form the organization wide information systemTraditional Silo View of Information SystemsWithin the business: There are functions, each having its uses of information systemsOutside the organizations boundaries: There are customers and vendorsFunctions tend to work in isolation 7. Cross-Functional Business processes: Cross boundary between sales, marketing, manufacturing, research and development Group employees from different functional specialties to complete a piece of workExample: Order Fulfillment Process 8. Information systems enhances efficiency of business processes in two ways: Increasing the efficiency of existing processes. Enabling entirely new processes that are capable of transforming the business.Systems for Enterprise-Wide Process Integration 9. Enterprise systems Supply chain management systems Customer relationship management systems Knowledge management systemsAll these enterprise applications integrates a related set of functions and business processes toenhance the performance of the organization as a wholeEnterprise Systems Enterprise systems, also known as enterprise resource planning (ERP) systems, provide a singleinformation system for organization-wide coordination and integration of key businessprocesses. Information that was previously fragmented in different systems can seamlessly flowthroughout the firm so that it can be shared by business processes in manufacturing,accounting, human resources, and other areas. 10. How Enterprise Systems Work Interdependent software modules with a common central database that support basic internalbusiness processes for finance and accounting, human resources, manufacturing and productionand sales and marketing Enables data to be used by multiple functions and business processes for precise organizationalcoordination and controlServes as a cross-functional enterprise backbone that integrates & automates many internalbusiness processes and information systemsHelps companies gain the efficiency, agility, & responsiveness needed to succeed today Gives a company an integrated real-time view of its core business processesERP software suites typically consist of integrated modules ofManufacturingDistribution 11. SalesAccountingHuman Resource ManagementReasons for the growth of ERP market To enable improved business performanceCycle time reductionInventory reductionOrder fulfillment improvement To support business growth requirementsNew product/product lines, new customersGlobal requirements including multiple languages and currencies To provide flexible, integrated, real time decision support To take advantage of untapped mid-marketSelection of ERP ERP procurement & successful implementation are very costly affairs Implementation involves risk, risk is due to changes, benefits are not immediate Investment ? Is a strategic decision- long term decision, difficult to get reversedERP selection1)Vendor EvaluationFactors1. Business strength of the vendor2. Product share in total business of the vendor3. R & D investment in the product4. Future plans of the vendor 12. 5. Market reach & resource strength of the vendorSAPFounded in 1972, SAP is the largest European software enterprise, headquartered in Walldorf,Germany. SAP is an acronym for Systems, Applications And Products in Data Processing. It is thelargest ERP solution software provider in terms of revenue. SAP products focus on ERP systems. Itsmain product is SAP R/3. R stands for real-time data processing, and the number 3 relates to the 13. three-tier application architecture of its database, application server and client. There are over91,500 SAP installations at more than 28,000 companies. Over 12 million people in more than 120countries use SAP products.Example of ERP modules (SAP)BAAN Baan was a vendor of popular enterprise resource planning (ERP) software that is now owned byInfor Global Solutions The Baan Corporation was created by Jan Baan in 1978 in Barneveld, Netherlands, to providefinancial and administrative consulting services Upon acquiring the Baan software, SSA renamed Baan as SSA ERP In May 2006, SSA was acquired by Infor Global Solutions of Atlanta. Baan is still one of the best ERP product for discrete manufacturing industries, especially forMake to Order and Engineering to order market. Nowadays, still thousands of manufacturersare running on Baan software, including Boeing, FerrariThe Sage Group The Sage Group plc is a UK based supplier of accounting, payroll, CRM and businessmanagement software (including manufacturing and construction-specific ranges) as well asrelated services to small and medium-sized enterprises The company is focusing on Vertical market software and has recently purchased severalindustry-focused groups. 14. Microsoft DynamicsIs a line of software for business made by Microsoft Microsoft Dynamics AX is Microsofts flagship enterprise resource planning software system. Microsoft Retail Management System: (RMS) is an electronic point-of-sale (EPOS) softwaresolution for retailers. Microsoft Dynamics GP is a mid-market business accounting software package that runs on topof a Microsoft SQL Server database. Microsoft Dynamics NAV: The product is part of the Microsoft Dynamics family, and intended toassist with finance, manufacturing, customer relationship management, supply chains, analyticsand electronic commerce for small and medium-sized enterprises. Microsoft Dynamics SL : Microsoft Dynamics SL provides businesses functionality in finance,project accounting, manufacturing, field service, supply chains, analytics, and electroniccommerce and is primarily targeted for Small and Medium-sized Enterprises.QAD QAD produces Enterprise Resource Planning software. The software is targeted to 6 mainindustries: Automotive, Consumer Products, Electronics, Food and Beverage, IndustrialProducts, and Life Sciences. QAD Enterprise Application provides single-site companies and multinational organizations witha fully integrated, core enterprise solution.ERP Market and VendorsThe market is estimated at INR 400.2 bn and is anticipated to achieve a CAGR of 25% to reach INR983.4 bn by 20152)Technology evaluation 15. Client server architecture & its implementation two tier or three tier Front end tools & back end data based management system tools for the data, process& presentation management Interface mechanism; data transfer, real time access Use of case tools, screen generators, report writers & screen painter Technology evaluation (contd) Support system technologies like bar coding, EDI, imaging, communication & network Downloading to PC based package, MS-office, etc Hardware - Software configuration managementDifficulty in selecting ERP Selection is difficult by an internal, better to approach the external consultants ERP package may be cheaper, but may not fulfill the requirement Some take a lot of time in implementation Validated information on the vendor Objective of the organization may not be clear 16. Methodologies The Big Bang Modular Implementation Process-Oriented ImplementationERP implementation issuesTechnical and Business issues: Implementation effort will be bigger than ever talked about or even imagined. Users need to become more computer literate. Many more tasks will be automated. Automation will significantly reduce the flexibility of howyou operate as a business. The word "Enterprise" in ERP means that whatever happens in one area has a ripple effect inother areas. Understanding the implications of actions of one area, on other areas of thecompany Data integrity becomes critical.Corporate Culture 17. Corporate Culture is a combination of two things. The type of people who are employed by a company. Their personal values, skills, habits etc. The way the organization works. The focus, decision making process, attitude to staff, stability,etc.Change ManagementChange Management is about setting expectations that lessen the pain of change. Peopleinvolved in a change expect to go from A to B. Perhaps where they are actually going is to C. ChangeManagement is about getting them used to the idea that C is the real destination.Critical success factors for ERP implementation Status of legacy systems Impact of new ERP system on their business processes Whether all the business processes are well defined and could be delivered thro ERP system Whether to go for a complete integrated system or to implement any one ERP module for thetime being Duration of the ERP project and expected service from the ERP system to the customers. Level of cooperation from the top management throughout the project. Resource availabilityBenefits of Enterprise Systems Help to unify the firms structure and organization: One organization Management: Firm wide knowledge-based management processes Technology: Unified platform Business: More efficient operations & customer-driven business processes Quality and efficiency- customer service, production, & distribution Decreased Costs-Reductions in transaction processing costs Decision support--Provides cross-functional information on business performance toassist managers in making better decisions 18. Enterprise agility--Results in more flexible organizational structures, managerialresponsibilities, and work roles Challenges of Enterprise Systems Difficult to build: Require fundamental changes in the way the business operates Technology: Require complex pieces of software and large investments of time, money, andexpertisePotential risks Difficult to implement Inflexible Where to buy What to buy How to implementHidden cost Training Integration and testing Data conversion Data analysis Implementation Colgate took 1 to 5 days to acquire an order,2 days to process the orderNow, order acquisition and processing takes 4 hrs Distribution planning and picking used to take 4 days-------now it is 14 hrs Order to delivery time has been cut in half ACC Limited, 14 manufacturing plants, 30 ready mix concrete plants, 20 sales units, 19. 54 zonal offices , Distribution network comprises -160 warehouses, 9000 distributors, 50,000 retail outletsSupply Chain Management Network of organizations and business processes for procuring raw materials, transforming intoproducts, and distributing them to customers Integrates supplier, manufacturer, distributor customer. Materials, information, and payments flow through the supply chain in both directions. Goal is to create a fast, efficient, & low-cost network of business relationships. A cross-functional inter enterprise system that uses IT to help support & manage the linksbetween some of a companys key business processes and those of its suppliers, customers, &business partners Network of organizations and business processes Helps in procurement of materials, transformation of raw materials into intermediate andfinished products Helps in distribution of the finished products to customers Includes reverse logistics - returned items flow in the reverse direction from the buyer back tothe seller Coordination of business processes to speed information, product, and fund flows up and downa supply chain to reduce time, redundant effort, and inventory costs 20. Supply Chain ProcessesSCOR (Supply Chain Operations Reference Model) Plan: Balancing demand and supply to meet sourcing, production, and delivery requirements Source: Procurement of goods and services needed to create a product or service Make: Processes that transform a product into a finished state Deliver: Processes to manage order transportation and distribution Return: Processes associated with product returns and post delivery customer supportKey Supply Chain Management Processes 21. BUSINESS PROCESS IN SUPPLY CHAIN LIFE CYCLEInformation and Supply Chain ManagementInaccurate or untimely information causes inefficiencies in supply chain, such as shortages,excessive inventory ,high transportation costsJust-in-time strategy : Scheduling system for minimizing inventory by having components arrive exactly at the momentthey are needed and finished goods shipped as soon as they leave the assembly line Bullwhip effect: 22. Distortion of information about the demand for a product as it passes from one entity to thenext across the supply chainInformation from Supply Chain Management Systems helps firms: Decide when and what to produce, store and move Rapidly communicate orders Track the status of orders Check inventory availability and monitor inventory levels Reduce inventory, transportation, and warehousing costs Plan production based on actual customer demand Rapidly communicate changes in product designSupply Chain Management Systems1.Automate flow of information between company and supply chain partners2.SCM software help businesses in SC planning or help them execute the SC steps (SCexecution) 23. Supply chain planning systems:Generate demand forecasts for a product (demand planning) and help develop sourcing and manufacturing plans for that productEx: how much to manufacture in a given period, inventory levels, where to store, transportation mode Supply chain execution systems:Manage the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations in the most efficient mannerexecution systems including transportation management (TMS), warehouse management (WMS), and manufacturing execution (MES). Supply Chain Performance Measurement Metrics for measuring supply chain performance:Fill rate (the ability to fill orders by the due date)Average time from order to deliveryThe number of days of supply in inventoryForecast accuracyThe cycle time for sourcing and making a product Supply Chain Management and the Internet Intranets and Extranets for Supply Chain Management 24. Using intranet and extranet ,all the members of SC are instantly able to communicate ,using upto date information to adjust purchasing, logistics, manufacturing, packaging . Sales reps can access suppliers production schedules and logistics information to monitor acustomers order status.Push-based model: Production master schedules based on forecasts of demand for products, and products arepushed to customers Pull-based model:Supply chain driven by actual customer orders or purchasesPush- versus Pull-Based Supply Chain ModelsThe Future Internet-Driven Supply Chain 25. Business Value of Supply Chain Management Systems Improved customer service and responsiveness Cash utilization Faster, more accurate order processing Reductions in inventory levels, Quicker time to market Lower transaction and materials costs Strategic relationships with suppliers Achieve agility and responsiveness in meeting the demand and needs of the businesspartners. It costs six times more to sell to a new customer than to sell to an existing one A company can boost its profits 85 percent by increasing its annual customer retention by only 5percent 75 percent of the complaining customers will do business with the company again if it quicklytakes care of a service problem. Sales representatives can view the complete customer record, including support cases, billingissues and more Warehouse managers can instantly view approved sales orders on their Dashboards Accounting personnel are able to view support issues when calling customers to collectpayments.Customer Relationship Management (CRM) Focuses on coordinating all of the business process surrounding the firms interactions with itscustomers in sales, marketing and service to optimize revenue, customer satisfaction andcustomer retention. Manages all ways used by firms to deal with existing and potential new customers Business and technology discipline for managing customer relationships to optimize revenue,profitability, customer satisfaction and customer retention. Provides end-to-end customer care from receipt of an order through product delivery Provides a unified view of customer across the company 26. Provides customer-facing employees with a single, complete view of every customer at everytouch point and across all channels Provides the customer with a single, complete view of the company and its extended channelsCRM systems: Capture and integrate customer data from all over the organization Consolidate and analyze the data Distribute results to various systems and customer touch points across the enterpriseCustomer Relationship Management (CRM) Software Can range from niche tools that perform limited functions to large-scale enterprise applications Can link to other major enterprise applications, such as supply chain management CRM software vendors include Siebel systems and clarify, also Enterprise software vendors SAP,oracleMajor application components of (CRM) Softwareo Sales Force Automation (SFA)-help sales staff increase their productivity by focusing sales efforts on the most profitable customers .o Provides contact information ,product information and product configurationo Can assemble information about customers past purchases.o Increases each sales persons efficiency in reducing the cost per saleo Sales -o Provides sales reps with software tools & company data sources needed tosupport & manage their sales activities.o enabling them to check on all aspects of all customers account status andhistory before scheduling their sales call.Ex: would alert a bank rep to call customers who make large deposits to sell investmentservicesCross-selling--- that of selling an additional product or service to an existing customer.Up selling--- is a sales technique whereby a salesperson induces the customer to purchase moreexpensive items, upgrades, or other add-ons in an attempt to make a more profitable sale 27. Marketing & Fulfillment Helps accomplish direct marketing campaigns by automating tasks-----qualifying leads for target market Helps to capture & manage prospect & customer response data Analyze customer and business value of a companys direct marketing campaigns Helps in fulfillment by quickly scheduling sales contacts & providing appropriate information on products & services to them. Contact & Account Management Helps capture and track relevant data about past and planned contacts with customers. Information is captured from all customer touch points ,such as telephone, e- mail ,retail stores ,personal contact etc Customer Service and Support Helps create, assign, & manage requests for service by customers Call center software-route calls to customer support agents Help desk software-assists customer service reps in helping customers Retention and Loyalty Programs Helps the company identify, reward, and market to their most loyal and profitable customers CRM analytical software includes data mining tools and data ware houses, Tools are used to identify profitable and loyal customers 28. Business Value of Customer Relationship Management Systems Increased customer satisfaction Increased revenue from identifying most profitable customers and segments for marketing More effective marketing and reduced direct marketing costs Lower costs for customer acquisition and retention Reduce churn rate Cost per saleThree Phases of CRM Acquire (new customers) By doing a superior job of contact management, sales prospecting, selling, directmarketing, & fulfillment. 29. Enhance (customer satisfaction) Helps to keep customers happy by supporting superior service from aresponsive networked team of sales and service specialists.Retain (your customers) Help identify and reward the most loyal, profitable customers.THE THREE PHASES OF CRMBenefits Allows a business to identify & target their best customers who are most profitable to thebusiness retained as life long customers Real time customization & personalization of products & services based on customer wants,needs, buying habits & life cycles Keep track of when a customer contacts the company regardless of the contact point Helps the company to provide consistent customer experience & service to the customer FailuresDue to lack of understanding & preparation 30. -CRM is not everythingNetSuite is the on-demand CRM Software on cloud that gives a real-time 360 degree view ofcustomers. Sales Force Automation (SFA), Marketing Automation, Customer Support and Service, Sales Performance Management, Order management, Partner Management Trends Operational CRM Analytical CRM Collaborative CRM Portal-based CRM