1 Pertemuan 3 & 4 Competing with Information Technology Matakuliah: J0454 / Sistem Informasi...
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Transcript of 1 Pertemuan 3 & 4 Competing with Information Technology Matakuliah: J0454 / Sistem Informasi...
1
Pertemuan 3 & 4Competing with Information Technology
Matakuliah : J0454 / Sistem Informasi Manajemen
Tahun : 2006
Versi : 1 / 1
2
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa akan dapat menjelaskan tentang pemanfaatan Sistem Informasi untuk menghasilkan keunggulan kompetitif C2
3
Outline Materi
• Fundamentals of Strategic Advantage
• Competitive Advantage of Information Technology
• The Value Chain and Strategic IS
• Using Information Technology for Strategic Advantage
• Building a Customer-Focused Business
• Reengineering Business Process
4
Competitive Strategy ConceptsStrategic Information Systems
• Support Competitive Position
• Can Be Any Kind of Information System
• Gain Competitive Advantage
• Reduce a Competitive Disadvantage
Strategic Advantage
5
Strategic Advantage
CostLeadership
Differentia-tion
Innovation
Growth
Alliance
OtherStrategies
Rivalry ofCompetitors
Threat ofNew
Entrants
Threat ofSubstitutes
BargainingPower of
Customers
BargainingPower ofSuppliers
Competitive Forces
Com
peti
tive
Str
ateg
ies
6
Strategic Advantage
Other Competitive Strategies
•Lock in Customers•Lock in Suppliers•Switching Costs•Barriers to Entry•Leverage Investment in IT
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Value Chain & Strategic IT
Support Processes• Administrative Coordination and Support Services
• Human Resources Management
• Technology Development• Procurement of Resources
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Value Chain & Strategic IT
Primary Business Processes
• Inbound Logistics
•Operations
•Outbound Logistics
•Marketing and Sales
•Customer Service
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Value Chain & Strategic IT
CO
MP
ET
ITIV
EA
DV
AN
TA
GE
SU
PP
OR
TP
RO
CE
SS
ES
PR
IMA
RY
BU
SIN
ES
SP
RO
CE
SS
ES
Administrative Coordination & Support Services
Human Resources Management
Technology Development
Procurement of Resources
Collaborative Workflow IntranetCollaborative Workflow Intranet
Employee Benefits IntranetEmployee Benefits Intranet
Product Development Extranet with PartnersProduct Development Extranet with Partners
E-Commerce Web Portals for SuppliersE-Commerce Web Portals for Suppliers
InboundLogistics
AutomatedAutomatedJust-in-TimeJust-in-TimeWarehousingWarehousing
OperationsOutboundLogistics
Marketing& Sales
CustomerService
Computer-Computer-AidedAided
FlexibleFlexibleManufactu-Manufactu-
ringring
OnlineOnlinePoint-of-SalePoint-of-Sale
And OrderAnd OrderProcessingProcessing
TargetTargetMarketingMarketing
CustomerCustomerRelation-Relation-shipshipManage-Manage-mentment
The Value Chain of a FirmThe Value Chain of a Firm
10
Using IT forStrategic Advantage
Building a Customer-Focused Business
• Building Customer Value• Fast Response to
Individual Customer Needs
• Use of Internet, Intranets, and Extranets
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Using IT forStrategic Advantage
Hilton Hotels• Hilton.Com Reservation
System• Services Tailored
Automatically to Last Visit• High Level of Personalization• Deeper Personal Relationship• Direct-to-Customer Business
Model Via the Web
12
Building Customer Value
Build a WebCommunity of
Customers, etc.
CustomersCheck Own
History
Web Personal-ization Builds
Loyalty
EmployeeView of
Customer isComplete
CustomerDatabase
TransactionDatabase
CustomerOrders ThroughPartners
CustomerDatabase by
Preferences &Profitability
CustomerPlace Orders
Directly
CustomersLinked With Distribution
IntranetsIntranets InternetInternet
IntranetsIntranetsExtranetsExtranets
IntranetsIntranetsExtranetsExtranets
InternetInternet
13
Reengineering Business Processes
Level of Change
ProcessChange
Primary Enabler
Time Required
Path toExecution
Risk
BusinessImprovement
BusinessReengineering
Incremental Radical
Improved NewVersion of Process
Brand NewProcess
HighModerate
Information TechnologyStatistical Control
Clean SlateExisting Processes
Broad, Cross-Functional
Narrow, WithinFunctions
Typical Scope
LongShort
Cultural Cultural Structural
Participation Bottom-up Top-down
Horizon Past and Present Future
Frequency ofChange
One-time orContinuous
Periodic One-timeChange
Starting Point
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Order Management Process
PROPOSAL
COMMITMENT
CONFIGURATION
CREDIT
CHECKING
DELIVERY
BILLING
COLLECTIONS
Bu
sin
ess
Pro
cess
esB
usi
nes
sF
un
ctio
ns
SALES
MANUFACTURINGFINANCE
LOGISTICS
15
Reengineering Order Management
• Customer Relationships Using Intranets and the Internet
• Supplier Managed Inventories Using the Internet
• Cross-Functional ERP Software Integrating Manufacturing, Distribution, Finance, and Human Resource Processes
• Customer-Access to Web Order Entry, Status-Checking, Payment, and Services
• Customer, Product, and Order Status Databases accessed via Intranets and Extranets by Employees and Suppliers
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Becoming an Agile Company
1. Customers Perceive Products and Services as Solutions to their Individual Problems
2. Cooperates with Customers, Suppliers, and Even Competitors to Bring Products to Market Quickly and at Lowest Cost
3. Organized to Thrive on Uncertainty
4. Leverages the Impact of its People and Knowledge
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Becoming an Agile Company
Dell Computer – Agility in Action
• Customer-Focused Company• Champion of Mass
Customization• Build-to-Order Business Model• 25,000 on a Typical Day• Tight Supply Chain
Management• Rarely More than Two Hours
Worth of Parts Inventory
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The Virtual CompanyInterenterprise IS
Boundary of a Firm
CustomerResponseand Order-FulfillmentTeams
ManufacturingTeams
EngineeringTeams
Cross-FunctionalTeams
Alliance -Complementary
Services
Alliance -Major
Customer
Alliance -Major
Supplier
Alliance -Small
Suppliers
Alliance -Subcontractors
Intranets
Ext
ran
ets
19
Virtual Company Strategies
• Share Infrastructure and Risk with Alliance Partners
• Link Complementary Core Competencies
• Reduce Concept-to-Cash Time Through Sharing
• Increase Facilities and Market Coverage
• Gain Access to New Markets and Share Market or Customer Loyalty
• Migrate from Selling Products to Selling Solutions
20
Knowledge Creating Company
Learning Organizations
Knowledge Management
Explicit Knowledge
Knowledge Management Systems (KMS)
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Knowledge Management
Document Management
InformationCreation, Sharing,and Management
EnterpriseIntelligence
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Summary
Strategic Uses of Information Technology• Cut Costs• Differentiate and Innovate
Products and Services• Promote Growth• Develop Alliances• Lock in Customers & Suppliers• Create Switching Costs• Create Barriers to Entry• Leverage IT Investment• Develop Competitive
Advantage
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Summary
Building a Customer-Focused Business• Develop Business Value• Make Customer Value the
Strategic Focus• Use of Internet, Intranets,
and Extranets to Track and Serve Customer Needs and Interests
• Provide Services Tailored to Specific Customer Needs
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Summary
Reengineering Business Processes
• Enable Radical Changes to Business Processes
• Improves Efficiency and Effectiveness
• IT Supports Innovative Changes in Work Flows, Job Requirements, and Organizational Structures in a Company
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Summary
Becoming an Agile Company• Rapid Response to Market
Changes• Broad Product Ranges• Short Model Lifetimes• Heavy Dependence Upon IT
to Respond to Customer’s Unique Situations
• Enhance Cost Effectiveness
26
Summary
Creating a Virtual Company• Use of Internet and IT
Provide Computing and Communications Resources
• IT Enables Management of a Network of People, Knowledge, Financial, and Physical Resources
• Takes Advantage of Rapidly Changing Markets
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Summary
Building a Knowledge-Creating Company
• Creates a Lasting Competitive Advantage
• Innovative Use of Organization Knowledge
• Supports Development and Management of New Organization Knowledge
• Integrates Into New Products and Services
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Sumber Materi PPT
• O’Brien, James A. (2005). Introduction to Information Systems (12th Edition). McGraw – Hill. Bab 2. Official PPT.