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To develop a business model comprising the business process or activities & showing the interconnection & sequence of the business subsystems or processes that derive it
Business Strategy
Business Model
Business Process
Organizatio ns
MIS
Databas es
Money
Information
INPUT
WORKFLOW
OUTPUT
Value of the s/w & conditions of payment List of deliverables Condns & concessions for acquiring
complementary modules in future Cost of implementation training Annual maintenance fee Warranty or guarantee terms Terms & condns for the receipt of new versions & upgrades Details of technical support on site Terms & condns for customization Profile of vendor team
employee training List of deliverables Reporting mechanism to the company management Project monitoring & status reporting systems
where the smooth running of ERP system is interrupted Train another person before leaving Should give prior notice before leaving Company should retain employees by Offering competitve salaries Challenging work environment Stock options
Marketing of ERP
Managing the ERP marketing strategy process From industry choice to positioning
Segmenting positioning
Targeting
Marketing of ERP
Analysis of competitive positioning
Customer purchase criteria Customer preference concerning service or
product on each criterion Customer perceptions of competing vendor & their products on each criterion
Price ( purchase price, discounts, multisite license price) Performance ( scalability, upgradability, support Psychological Quality Delivery schedule Warranty provided After sales service Credit terms Implementation strengths
- map customer preferences on each criterion identified - provides benchmarks related to which an ERP & related service offerings positioned Customer perceptions on competing products - How the different ERPs differ
promotion
Image Identity what it is & what it is intended to
provide Decide USP Marketing concept target market, customer needs, integrated marketing & profitability
market Product line : Add on products Price : competitive price Distribution : synergy with h/w or s/w vendors Sales force : to expand by 10% Service : To provide widely available & quick service by competing professionals
campaign that supports the positioning Seminars / tradeshows : To participate Strategy : To emphasize USP in the advt & commercials : Increase the advt budget by 20% Each mkg. Strategy must be elaborated to answer questions like What will be done? When it will be done? Who
Action Programmes
Elaboration of each marketing strategy element
What will be done? When will it be done? Who will do it? How much will it cost?
Buyers consciousness
Buyers characteristics Making purchase decisions
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Simulation
Qualification of prospect
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Corporate marketing presentation Presentation on companys mission, culture, customers Explaining the features and benefits of the product Demonstration of key features of the
software
Relating business process of organizations to key ERP features Participation of decision makers and users groups
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business processes
Mapping business processes to ERP software and demonstration Helps the vendor in implementation and to gain confidence with the organization
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ERP FAMILY
Enterprise planning Supervisory control Supply chain management Executive systems Maintenance management Planning scheduling Warehouse management Decision support
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first-time customers Convert those satisfied first-time customers into repeat 'customers Both first-time and repeat customers may continue to buy from competitors as well. The company then acts to convert repeat product categories
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advocates, customers who praise the company The ultimate challenge is to turn advocates into partners, where the customer and the company actively work together
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first phase, choosing the value, represents the "homework" that the marketing personnel must do before actually positioning the ERP in the market. be detailed, a target price established, and the product made and distributed. task in the third communicating the value. phase entails
The
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limited functionality?
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programme
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pressure In which business processes are too complex requiring coordination among employees
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