1. Lecture 4
11/10/11

2. Types of Business Information Systems
Enterprise Systems
Emphasize the central repository used in enterprise systems for all types of information collected and used by the business. Ask students what the difficulties of creating such a system might be (standardization across many business units, size of the system).
Enterprise systems integrate the key business processes of an entire firm into a single software system that enables information to flow seamlessly throughout the organization. These systems focus primarily on internal processes but may include transactions with customers and vendors.
Figure 2-8

3. Tasty Baking Company: An Enterprise System Transforms an Old Favorite
Problem: Dropping market share, low profitability, outdated information systems.
Solutions: Implement a new enterprise system using specially designed software from SAP.
SAP’s enterprise system and Microsoft SQL Server database helped Tasty increase sales and reduce inventory write-downs and price markdowns.
Demonstrates the importance of efficient information systems to profitability.
Illustrates the critical role of enterprise applications.
The chapter opening case looks at the problems with inventory control and manual processes that Tasty Baking Company improved by implementing a new enterprise system. Ask students what changes Tasty Baking had to make to implement the new system.

4. How Enterprise Systems Work
This graphic illustrates the function of enterprise software to integrate and share data between the different business functions.
Figure 9-1
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

5. Systems That Span the Enterprise
Supply chain management systems
Manage firm’s relationships with suppliers
Share information about
Orders, production, inventory levels, delivery of products and services
Goal: Right amount of products to destination with least amount of time and lowest cost
Emphasize that SCM systems are interorganizational systems, automating the flow of information across organizational boundaries. This distinction is important because SCM systems must be designed with the business processes of potential partners and suppliers in mind.

6. Supply Chain Management Systems
Nike’s Supply Chain
Figure 9-2
This graphic illustrates the major entities in Nike’s supply chain. Ask students what the difference is between tier 1, 2, and 3 suppliers.
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 and sneaker soles.

7. Supply Chain Management Systems
The Bullwhip Effect
This graphic illustrates how a slight rise in demand by customers for an item will cause successive participants to slightly overstock related inventory “just in case”. These changes are amplified as one moves back further in the system.
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.

8. Intranets and Extranets for Supply Chain Management
Supply Chain Management Systems
Intranets and Extranets for Supply Chain Management
This graphic illustrates how an intranet can be used to integrate information from isolated business processes within the firm.
Figure 9-4
Intranets integrate information from isolated business processes within the firm to help manage its internal supply chain. Access to these private intranets can also be extended to authorized suppliers, distributors, logistics services, and, sometimes, to retail customers to improve coordination of external supply chain processes.

9. Supply Chain Management Systems The Future Internet-Drive Supply Chain
Figure 9-6
This graphic illustrates the multidirectional communications within a future supply chain driven by the Internet. Private industrial networks and net marketplaces are discussed in Chapter 10. Private industrial networks are typically a large firm using an extranet to link to its suppliers and other key business partners. Net marketplaces are digital marketplaces based on Internet technology for many different buyers
and sellers
The future Internet-driven supply chain operates like a digital logistics nervous system. It provides multidirectional communication among firms, networks of firms, and e-marketplaces so that entire networks of supply chain partners can immediately adjust inventories, orders, and capacities.

10. Systems That Span the Enterprise
Customer relationship management systems:
Provide information to coordinate all of the business processes that deal with customers in sales, marketing, and service to optimize revenue, customer satisfaction, and customer retention
Integrate firm’s customer-related processes and consolidate customer information from multiple communication channels
CRM systems are extremely important for both marketing and customer service. You could ask students if they’ve ever filled out a survey for a company. Then connect that to information systems, perhaps explaining that the information they entered was provided as input to a CRM system for analysis.

11. Salesforce.com Executive Team Dashboard
Types of Business Information Systems
Salesforce.com Executive Team Dashboard
Salesforce is a pioneer of the software-as-a-service business model, under which they provide their CRM services online to companies without proprietary CRM systems or companies looking to acquire useful marketing information at a reduced cost. Ask students if they can think of other Saas applications. How about iTunes? Photobucket.com, or a social network like MySpace. What kinds of applications can they find at these consumer sites?
Illustrated here are some of the capabilities of Salesforce.com, a market-leading provider of on-demand customer relationship management (CRM) software. CRM systems integrate information from sales, marketing, and customer service.

12. Customer Relationship Management (CRM)
Customer Relationship Management Systems
Customer Relationship Management (CRM)
This graphic illustrates the functions found in the integrated applications of a CRM system.
Figure 9-7
CRM systems examine customers from a multifaceted perspective. These systems use a set of integrated applications to address all aspects of the customer relationship, including customer service, sales, and marketing.

13. How CRM Systems Support Marketing
Customer Relationship Management Systems
How CRM Systems Support Marketing
This graphic gives an example of how CRM systems can support marketing by analyzing and evaluating marketing campaigns.
Figure 9-8
Customer relationship management software provides a single point for users to manage and evaluate marketing campaigns across multiple channels, including , direct mail, telephone, the Web, and wireless messages.

14. Customer Relationship Management Systems CRM Software Capabilities
This graphic illustrates the range of functions included in the sales, marketing, and service modules in a CRM package. As noted in the text, CRM software is business-process driven, incorporating hundreds of business processes thought to represent best practices in each of these areas. To achieve maximum benefit, companies need to revise and model their business processes to conform to the best-practice business processes in the CRM software.
Figure 9-9
The major CRM software products support business processes in sales, service, and marketing, integrating customer information from many different sources. Included are support for both the operational and analytical aspects of CRM.

15. Customer Loyalty Management Process Map
Customer Relationship Management Systems
Customer Loyalty Management Process Map
This graphic illustrates how a best practice for increasing customer loyalty through customer service might be modeled by CRM software. What kinds of information might indicate that a customer is loyal or high value?
This process map shows how a best practice for promoting customer loyalty through customer service would be modeled by customer relationship management software. The CRM software helps firms identify high-value customers for preferential treatment.
Figure 9-10

16. Customer Relationship Management Systems Analytical CRM Data Warehouse
This graphic illustrates the main components of analytical CRM. Data is captured from various channels and fed into a customer data warehouse, where OLAP, data mining, and other analysis tools help identify profitable customers, churn rates, etc.
Figure 9-11
Analytical CRM uses a customer data warehouse and tools to analyze customer data collected from the firm’s customer touch points and from other sources.