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Pertemuan 3 & 4Competing with Information Technology

Matakuliah : J0454 / Sistem Informasi Manajemen

Tahun : 2006

Versi : 1 / 1

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Learning Outcomes

Pada akhir pertemuan ini, diharapkan mahasiswa

akan mampu :

• Mahasiswa akan dapat menjelaskan tentang pemanfaatan Sistem Informasi untuk menghasilkan keunggulan kompetitif C2

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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

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Competitive Strategy ConceptsStrategic Information Systems

• Support Competitive Position

• Can Be Any Kind of Information System

• Gain Competitive Advantage

• Reduce a Competitive Disadvantage

Strategic Advantage

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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

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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

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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

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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

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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

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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

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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

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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

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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.