Marion Mathison Primex Feb. 2002 Marion Mathison Supply Chain Management February 2002 Primex ‘02.
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Transcript of Marion Mathison Primex Feb. 2002 Marion Mathison Supply Chain Management February 2002 Primex ‘02.
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Marion Mathison Primex Feb. 2002
Marion Mathison
Supply Chain Management
February 2002
Primex ‘02
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Marion Mathison Primex Feb. 2002
Definitions: A Place to Start
Supply Chain Management
The supply chain encompasses every effort involved in producing and delivering a final product or service.
• From the forest to the end-user’s front door
• Is about much more than paper
Customer’s Customers Supplier’s Suppliers
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Marion Mathison Primex Feb. 2002
But It’s Not That Simple…
• The supply chain is made of many functional chains.
• The common focus on manufacturing is narrow.
• Bridges between chains are mission-critical.
• We need 360-degree spectacles.
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Marion Mathison Primex Feb. 2002
What Has Changed
• Recognition that we are in an information business,
different than hard asset manufacturing
• The power driving supply chains is moving upstream:
- from production and manufacturing toward content
creation and management
- from back-end to front-end
• Availability of outsourced and virtual portions of the chains
• Movement:
From: Paper media sufficient unto itself
To: Paper is required but must be accompanied by
Internet & electronic media
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Marion Mathison Primex Feb. 2002
Business Dynamics
• Realization is dawning that cost reduction is not enough
• Customers are perhaps even more important than suppliers
• Most organizations do not know who their customers are and
what they want
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Marion Mathison Primex Feb. 2002
How Did This Happen?
• Printing & publishing industry traditionally relied on manufacturers
such as Heidelberg, Kodak, Dupont, paper manufacturers and, more
recently, Adobe, Quark, Microsoft, Sun, IBM, etc. to do R&D and
Marketing.
• R&D and Marketing historically create growth through new products,
market development, and demand generation. Sales & Manufacturing
fulfills against this demand, and Finance measures backward & forward.
• Incomplete understanding of printers’ and publishers’ position in the
overall food chain.
• Underestimating impact and risk of what’s beyond peripheral vision.
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Marion Mathison Primex Feb. 2002
An Example of the Food Chain
Customers
Corporate Advertisers
Agencies
Subscribers
Book Stores
Book Distributors
Libraries
Consumers
Service Providers
Prepress
Digital Services
Printer
Fulfillment/Distribution House
Industry
Manufacturers/Suppliers
E-commerce
Paper
Ink
Presses
DTP
Film
Publisher
-Telecommunications & Networks
-Internet & ISP
-Computers (all sizes)
-Application Software
-Servers
-Database Software
-System Integrators
-Enterprise Systems
2002 Infrastructure Manufacturers/Suppliers
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Marion Mathison Primex Feb. 2002
Follow the Money
to the Owner of the P & L
Who is Your Customer?
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Marion Mathison Primex Feb. 2002
Management Direction:Faster, better, cheaper
Get more from less
CUSTOMERSCUSTOMERS
DigitalContent
ManagementOutsourcingDigital Page Layout
Internet
Digital Workflow
E-businessBrokering
Digital Photography
PDF & AcrobatNon-print
Media
… and many more
Stock PhotoLibraries
Technology Opportunities & Confusion
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Marion Mathison Primex Feb. 2002
Types of Supply Chains
Content Creation & Management
Marketing Promotion
Selling & Collaborating
Manufacturing & Delivery
Administration & Financial Management
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Marion Mathison Primex Feb. 2002
Connection of Supply Chains
Information Company Model
Customer’s
Supply Chains
Customer’s
Supply Chains
Suppliers’
Supply Chains
Content Creation& Management
Administration &Financial Management
Marketing Promotion
Manufacturing& Delivery
Selling &Collaboration
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Marion Mathison Primex Feb. 2002
Sales Supply Chain
Example: Commercial Printer Sales Cycle
Find Prospect Prospect learnsabout company
Close CustomerSell
OngoingSupport
Cycle/Steps:
Support:Lead Generation
• Direct Mail
• PR
• Business-Line
specific promotions
• Radio
Door Openers
• Letters
Telling the Story & Presentation
• Image Brochure
• Datasheets
• Case Studies
• Presentation
• Samples
Proposing & Selling
• RFQ/RFP
• Mega Response
Program
• Contracts
• Thank you letters
Ongoing Customer
& Prospect Programs
• Seminars
• Training
• Newsletters
• CEO Comm.
• PR
• Direct Mail
• Web SiteFoundation:•Service/Product Definition & Database Development
•Sales & Production Briefing/Training
•Website
•Customer Database development
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Marion Mathison Primex Feb. 2002
CAPTURE•Photography•Documents•Text•Audio•Video
Marketing ContentManagement
System
Marketing Promotion Workflow
CONNECTIVITY•Data Input•Daily Updates
ADMINISTRATIONTools & Program in all media:
•Print on demand-
”One- to-One”
-Internet
-CD/DVD
-Video
•Direct Mail
•Collateral Material
•Training
•Web Site
•Kiosk
•Marketing Reports:
-Tracking
-Inventory
-Vendor retrieval info
-Update reminders
-Response levels
COLLABORATION(Users)
•Marketing•Finance•Creative•Legal•Vendors•Production Purchasing
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Marion Mathison Primex Feb. 2002
Digital Content Management
aka
Media Content Management
MAM Market:
$1.2 B in ’99
$5 B in 2004
Source: Gistics
An integrated system of processes, technology and tools that enables an organization to manage and re-purpose information assets digitally.
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Marion Mathison Primex Feb. 2002
Text Graphics Images Whole pages Publications
Music Film Radio
announcements TV broadcasts
Metadata - the information about the assets& the key to making money.
Information Assets
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Marion Mathison Primex Feb. 2002
Digital Content ManagementMapping the Model of the “Next Big Thing”
Digital Asset Library/Archive
Tracking & Reporting
Communication Links
Page Production
Transaction Processing
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Marion Mathison Primex Feb. 2002
The Value of Content Management
Strategic competitive advantage for growth
• Incremental new revenue streams
• Faster development of new offerings
• Reduced time to market
• New sales channel on the internet
• Effective brand management
• Increased valuation
Tactical cost reduction in production cycle
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Marion Mathison Primex Feb. 2002
People ChangeChange
??!!Technology
Challenges and Barriers
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Marion Mathison Primex Feb. 2002
Two Things to Consider
• About money and value - it is unwise to pay
too much, but it is worse to pay too little.
• About learning - we can choose to never stop
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Marion Mathison Primex Feb. 2002
Expect Nothing
Blame Nobody
Do Something