IT MANAGEMENT：BUSINESS STRATEGY
AMAZON PAPER BOOK:
The management vision is the one to have expressed an image by the short phrase in the future of the company and is the one of which it is possible to say the soul of the company, too.
For example, in the management vision " that will contribute to the market with the best product in the world ", an image and the direction which it should aim at are expressed in this short phrase in the future of the company, being clear.
The management vision is the one of which the existence value in the society of the company can be called the face of the company by being shown.
It is equipped with the deoxyribonucleic acid of the management vision about the product and the service.
The sense of values and the sense of ethics, the corporate culture of the employee, too, are formed based on the deoxyribonucleic acid of the management vision.
In the business management, the definite vision and the strategy will not be exaggerated even if it says that they are charged with a role of the compass and that they decide that the company sinks and floats.
If the management top can not show a definite vision to the employee, the executive and the employee who is engaged in the business activity in the front line in the scene go this way and that.
The vector of the business activity turns to the apart direction in each department and the regulation passes away in the coming-off.
The waste and the loss of the management resource occur and the business management traces a way of declining.
In the balance scorecard, the setting of a definite vision and strategy is in the placing in the executive ability development of the company, the momentum.
In this way, the management vision has the feature of the the defining of the essence of the body by OBJ DO organizer ( the self-induction ).
If comparing to the tree, the management vision is the earth to support a root by and the ground ingredient influences the future of the growth of the tree roughly.
As above mentioned, it finds that it takes a very important feature about the management vision about the balance scorecard managing-ly.
A management vision is formed in the history of the company.
It is not the one as changed every time the management top alternates and it is the one to have seen into the future, having a long-range point of view and to have made the true appearance of the company clear.
However, fast today, it is possible to say that the speed of the business environmental-variation becomes fast about the obsolescence of the management vision, too.
The reconsideration which depends, being top-down becomes need in case of impossibility's appearing for the management vision to express the description of business of the company and being the management vision which doesn't match a business environmental-variation.
The practice of the balance scorecard is composed of 7 steps.
The 1st step of the balance scorecard makes a vision clear.
The vision is appearance itself of the ideal which showed the social being value of the company by the short word.
This place clarifies a basic policy for the strategy-making.
It is possible to paraphrase as the management policy, too.
A management policy decides the directionality of the company and is exhibited out of the in-house.
It reviews that the 2nd step conforms to the management policy and to add the viewpoint of positive alpha to the management evaluation 4 corner viewpoint.
The company which adds the viewpoint of the viewpoint of the environment and CSR ( Corporate Social Responsibility: the social responsibility of the company ), the risk management is increasing.
After the viewpoint of the evaluation of the management decides, as the biggest strategic-target about the goal of the management, it sets so-called KGI(Key Goal Indicator).
As KGI, development, a market share with proceeds and profitability and so on are often used.
In the company, that KGI is set respectively about the short-term-planning with half year or span degree in 1, the middle plan with span degree in 3, the about 3 - 5 year long-range plan is general.
The 3rd step analyzes the external environment and the internal environment which surrounds a company to achieve KGI.
The individual elaborates the basic strategy to win by digging up an advantage, a weak point, opportunity, a menace by the technique, the SWOT analysis, utilizing opportunity and strengthening an advantage and avoiding a weak point from the menace.
The 4th step is based on the SWOT analysis and creates the airscape of the strategy which expressed the causality of the 4 corner viewpoint linking-ly.
It elaborates the scenario that the individual attempts for the business to grow, taking opportunity about the external environment and that he evades the menace of the external environment in the finance, the business process, the learning and the growth and the 4 corner viewpoint which consists of customer.
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When final, it implements the monitoring ( the watch ) of the setting of a goal like organization and in かつ and moreover the regularity, and it makes a gap with the results clear and it does the grasping of a problem, attribution analysis and it attempts for the measure to correct an orbit.
It implements the creating of a balance scorecard about the business activity companywide in all hierarchies which extend to the division manager, the middle manager, the general employee from the top of the organization.
But, to expect carefulness, it implements like a test pilot at the specific division and in the specific department and it evaluates a hypothesis, verification and the companywide NULL being step-by-step levelly spreading approach is valid.
When promoting a balance scorecard, the project evaluation which is indispensable to practice strategy includes a wide range of ones.
Here, the way of thinking of the framework of the project evaluation becomes the big factor which decides the success or failure of the project of the balance scorecard.
Let's introduce the evaluation system which aimed for the balance scorecard to evolve.
As for the evaluation of the object area ( the scope ) of the IT･BSC utilization, let's attempt to use the rule 2 ( digging up the factor which relates to the phenomenon and making a grouping, the abstraction, making a number a type ) of the system-thinking.
The setting of the object area of the IT･BSC utilization plays a decisive role when deciding the quality of the project.
In the level setting of the object area, it is possible to divide into the following 5 corner category.
Moreover, in the setting of content in the object area, the category which consists of the following 12 can be set.
By the way, how will it put on a whole IT project value by the digitalisation?< Approach >
It seeks a whole 2 corner element value in the multiple product!
The whole project value can be made value in the product between the level and the content in the object area of the IT balance scorecard.
In the company, by the evaluation from TS1 S11 and from S1 to TS5, the score can be evaluated, in to set, the value of the whole project can be evaluated and can be made use of for the order of priority bill of more than one project.
That is, it is possible to seek in the whole project value = ΣSi×TSi.
The area of the object of doing the IT balance becoming of the scorecard
Si:
The level of the area of the object of doing the IT balance becoming of the scorecard
TSi:
The improvement, the reform and the innovating of a business process (S1)
The business level in the department (TS1)
The creation and the building of a new business model (S2)
The re-engineering of the existence business (S3)
The related department business level (TS2)
The creating of new business lines (S4)
The establishment which is predominant in the competition (S5)
The business strategy level (TS3)
The cost reduction (S6)
The business speed-up (S7)
The management strategy level (TS4)
The B to B cooperation (S8)
The integration of the system by the merger and acquisition (S9)
The cooperation business level out of the in-house
The production of the new product (S10)
(TS5)
Compatible to the technical innovation (S11)
The area cooperation business level (TS5)
Compatible to the environment management (S12)
The state cooperation business level (TS6)
That the automotive industry and the electrical industry polish the thinking power to use a strategy technique in the world simultaneous depression to be reaching terrible status but to tide over such a crisis is valid.
It is because to analyze the market which the company changes into rapidly, to work out an accurate strategy and that it is possible to attempt the tendency reinforcement which can be speedily practiced hang over the ascertainment of this strategy technique to 1.
If the equation of the following strategy building can be practiced, this depression will become "the pinch is a chance". The sigma financial statement analysis + sigma business strategy technique utilization=business model restructuring
☆ Strategy (strategy) is a military-term originally.
It has an origin in "strategos".
As for "the strategy", in the wide concept to mean plans of operation with the whole, the consideration of the long-range span is required.
The application to the business management of "the strategy" of "the tactic (tactics)" are the concept how to use a business soldier and arms in the place of the practice by each battle and are the one to review at the short-range span. developed in the U.S. and a researchs was done since the 1960s by the needs from the scene of the business management.
In the U.S., a diversification strategy was proposed by H. Igor Ansoff with the developing of the business diversification about the business management and the concept of the drafting of a strategic-planning was born. According to H. Igor Ansoff which is the authority of the strategy, a decisionmaking in the company is composed of operating decision, managing decisionmaking and the 3 corner hierarchical structure which consists of strategic decision.
The operating decision is the person in charge level and is the one which is necessary to improve efficiency of the business in the date and to improve profit.
The managing decisionmaking is the one to organize the management resource of the company and for the middle manager class to attempt optimization. The strategic decision is the decisionmaking which is necessary to attempt for the company to continue in supporting the change of the external environment which surrounds a company.
This strategic decision is done by the management top and the managerial layer part.
The management policy of the company is made clear by completely the strategic decisions such as the acquisition and the merger and the overseas expansion of the company, the diversification of the business and the management strategy to overcome competition business.
Here, business strategy by the distribution for which the management resource is the optimal is demanded.
The deficit business is the meaning to attempt for the company to continue in centering a management resource on the grown-up field, withdrawing early. When entering in the 1970s, the needs how to do the management of the diversifying business efficiently from the managing viewpoint came out from the company.
A wide range of business strategy techniques were born from around here.
There are competition predominant strategy and a five force model of Michael. Eleanor Porter's in the flagrant thing boiling. The ability to solve a financial statement by reading it in the analysis grasping of industry structure and competition, too, becomes need.
By analyzing from the viewpoint of the microcosm (the financial statement analysis) and the macro (the industry structural analysis), it will be possible by analyzing the advantage, the weak point of the rival and making link them with the industry structural analysis to say that the approach to shift to the strategy building by the balance scorecard is best.
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It is the technique to measure and to analyze the attractiveness which the industry has based on the 5 corner competition factor which exists in the market.
A five force model was produced by Michael Eleanor Porter who is the authority of the competition strategy in the U.S.. It recognizes the 5 corner competition factor which exists in the market and it measures the attractiveness which the industry has and it can be analyzed.
The place to classify the industry of the object in the 5 corner category is a point.
The 5 corner category means the 5 corner viewpoint which consists of the existence of the competition in the industry, the height of the new entry barrier, the existence of the loaner, the power of the customer, the power of the supplier. How will it should judge the attractiveness of the industry?
If a lot of competition exists in the industry, it is possible to judge that the attractiveness of the industry is low.
The corporate effort to overcome competition is because it becomes, boiling in the terrible one.
In the industry for the low product and the service of the barrier to entry, to forward the easy advance of the brother, the competition gets intense and the attractiveness of the industry declines.
A lot of companies join at the product which doesn't need special know-how and technology, facilities and so on and in the service need.
Therefore, because the one with the profitability of which the cost competition intensifies and it declines is general, the attractiveness of the industry becomes low. What impact will the existence of In addition, the loaner have upon existing product and the service?
The loaner is the existence which can become threatening for existing product and the service.
Because, if the loaner is an attractive product and service, it is because the one in the company and the replaced risk appear.
It is clear if the cell phone as the alternate product of the digital camera sees the present situation which is encroaching on the market of the digital camera roughly. Here, let's attempt to change a viewpoint.
In the relation between the seller and the purchaser, the industry structure can be grasped, too.
If the bargaining ability in case of purchase of the customer (the purchaser) is strong, the situation of the seller corporate side becomes weak and the attractiveness of the industry, too, falls.
The situation of the seller corporate side tends to become weak generally in the depressed times and the times of the deflation.
It is pressed to do a discount and as for the seller company, the case that it cannot help being content for the deficit to receive orders, too, comes out from the purchaser company.
Or, when the much competition exists, as for the purchaser, the room which can choose high quality, the product and the service of the short appointed date of delivery from the inside of those companies most inexpensively appears. The demand of the industry looks up and it is in case of status which is in the goods lack, and so on, that the power of the supplier (the seller) which supplies a part and raw material and so on becomes strong.
Or, the number and the quantity of the company which can provide the product and service are limited and the case to be forming the monopolistic market which depends on the small number company, and so on, can be given. Such a case becomes that cannot help accepting the raise request of the seller company *of* the purchaser company.
As for the purchaser corporate side, the rise of the cost of the product and the service isn't avoided and the attractiveness of the industry falls.
In the situation of the seller, such a monopsonistic market very gets to be in the attractiveness. The balance of the power relationship about above mentioned five force takes a wide range of patterns by the economic fluctuation which is an external environment factor and the product and the service characteristic, competition's existence and so on.
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Here, let's attempt to consider the basic structure of the business model.
Let's attempt to think about the company which is doing multiple management.
It decides to call a feature as the momentum the warp feature of the business according to the business which is the operation of the business.
On the other hand, let's call the function to support the promotion of more than one piece of business crossing-ly the woof feature of the business.
The basic axis of the business management stands up with the balance of the vertical axis feature and the transverse feature. The one to pretend to do a business woof feature of is the axis which consists of cost, resource (the management resource), corporate culture (the corporate culture), risk.
The cost management, the management which consists of resource 2 corner area are necessary for the feature of the woof.
In to make IT, the operation-model which both features were balance well kept at is required.
As for this woof feature, each business, the optimization with the product must be attempted in more than one piece of business and the company which has a product.
It takes the duty which prompts for the show of the companywide collective strength which aimed at the optimization of the management resource for the woof feature to be able to create more than one piece of business, the synergy (the multiple) effect of the product.
It has the feature which can be supported while covering the business crossing-ly.
These are the factor which it should handle in the viewpoint which is the optimal for the whole by controlling more than one piece of business about the business management crossing-ly. As for the one to pretend to do a business warp feature of, knowledge management, customer relationship management, business process management, value chain management are required.
It is the case where a specialization strategy by the line department is often required.
These are the factor which becomes the traction of the business every individual business in specializing peculiarly every business and specializing.
As the warp feature of the business, by these management approaches, it reviews the image of the tactical utilization of IT which started from the customer needs.
It asks the general practice power of the knowledge management. A vertical axis feature and a woof feature are integrated by the corporate culture (the corporate culture) management and the risk management.
The corporate culture covers a behavior pattern inside the sense of values and the principle, the experiencing which the employee of the company has, in the market has and so on.
It should give risk management to the theme of the problem of top priority of the company and the risk management ability influences the continuation of the company.
The one which becomes the motive power to attempt the total-optimization of the warp feature and the woof feature of the operation management is corporate culture management and risk management. The corporate culture is a source with the energy of the business activity which combines a behavior pattern inside the various sense of values and the principles, the perception about the present state of affairs which the member worker has, in the various markets has and so on.
In the successful company, it is the one where there are many cases that the powerful leadership in the top functions as the traction part of the corporate culture. As for the risk management, it asks the risk management ability of all directions type about how it should evade that the continuation basis of the company collapses with the distortion and the foreign factor of the organization in the in-house part.
Specifically, the security management by the Internet is very important with the management of the IT asset risk. The business model grows about woof feature's and warp feature's being balance well kept in the business management and functioning.
This can say that the tennis racket is the same as the case that the tennis ball doesn't fly in the place to have aimed exactly if not keeping tension at the warp and the woof balance well.
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The true direction of the reform can be proposed by making a gap with the rival clear in the depression and doing it in the boiling. In the bench marking, it compares the way and the business process of the business about which the cutting-edge other companies in the same trade and the competition other company are excellent with the one in the company.
Next, it fills this gap, it sets a goal standard to overcome competition and it attempts to reform business.
By the bench marking, it learns in Best Practice (the way of the best business) of the company which should make a goal, it extracts an important enabler and the reform by the action plan can be attempted.
The important enabler is Critical. Success It means the management problem of which it is possible to say a pot, too, in the company in Factor(CSF). If suppressing a pot, the big impact can be invented to reform a company by executing the management problem which was extracted as the important enabler for a stiff shoulder and lumbago to be cured and attempting the solution of the problem.
That this place ascertains the management problem *of* where it seems to be possible to expect an effect most, and to center a limited management resource and to move an action plan to the execution are sought.
As for the typical thing boiling by the methodology of the bench marking, four kinds of the ? strategy bench markings, the ? competition bench markings, the ? process benchmarking, the ? company bench markings can be given. In the tactical bench marking, it imitates Best Practice of the management strategy of the world level and it makes the directionality of the strategy clear and it does the tactical optimum allocation of the management resource.
In the competition bench marking, ascertaining the difference of the competition other company of the all over the world same trade, and the achievements, the way of conducting, the process, the methodology and so on, it reviews the means to stand predominantly with the competition.
In the process benchmarking, it improves the process of the specific business activity.
The development process wins competition but when the prolificacy is weak, it works out a strategy to have paid to the reinforcement of the prolificacy.
Here, the alternative such as the reinforcement of the development and the productive facilities of the progressive process, the reinforcement of the production system surfaces. It is the one which develops a best technique and a process in the company levelly with the company bench marking existing in the group company, the other plants and the objects such as the other business place existing in the enterprise group.
The company which is doing multiple management can not crawl only with the black business and there is a case which has deficit business.
Such a company develops the way and the business process of the business which goes by the black business, being good, excellent human resources, an excellent tissue-form diathesis and so on levelly in the deficit business and attempts the companywide effective use of the management resource.
Such an approach has a purpose of pursuing a synergy effect (the synergy effect). The approach by the company reform which focused on the synergy (the multiple) effect of how it is possible to produce big management results by the minimum management resource to ascertain is valid.
Even if the product which is the value which the organization invents and the service are different, it is possible to learn from the company about which the different type of business is excellent, too.
In Toyota's flagrant JIT manufacturing system, only the necessary number makes necessary one when necessary and the idea not to have an inventory to the utmost is introduced in all types of industry.
By introducing the idea of Toyota's JIT manufacturing system in the major computer manufacturer and the bank and so on, the philosophy of the manufacturing becomes the specific medicine of the business reform of the indirect-department. In the bench marking, the ascertainment of the business process to deal with becomes a point.
Specifically, it often obstructs the increase in efficiency of the business in the cooperation part of the interval of the organizations and B to B and a lot of tricks of the business improvement lie respectively, being idle.
It recognizes the gap among both of the business process which is bad to the competition and the predominantly to the competition standing business process, being clear and it must be evaluated in the multilateral viewpoint.
For example, it reviews what compatible it should attempt for the production lead time to fill the gap if a thing with twice, or overcoming case and the one proceeds which are fewer than with the rival is proved compared with the rival. American Xerox Corporation is well known as the leading case at Ben chima-King.
When the patent of the copier became a lapse in the second half of the 1970s, the company of a lot of new entry sets emerged to the copier market and Xerox fell in the unprofitable operation.
The Japanese company of Cannon Rico - and so on was in the attack by the competitiveness which is high quality and is low in cost, and Xerox challenged Bench-King and established Ben chima-King as the systematical technique. Xerox led to the popularization, the development of Ben chima-King's to the industrial world in making public Ben chima-King case of the company.
□ It masters a business strategy technique in the 4 corner category.
The business strategy technique can be systematically mastered by classifying it into the business process and the organization analytical method, the environment and competition analysis, the quality, cost and manufacturing analytical method, the 4 corner category which consists of financial analysis technique.
□ The category of the business process and the organization analytical method
□ The category of the environment and competition analysis
There are product and market matrix, and a diversification strategy, a theory of game.
□ The category of the quality, cost and manufacturing analytical method
There is analysis of cost variances.
□ The category of the financial analysis technique
The interface feature to accumulate by and for it to release information from the agreement of the distance and the time.
In this way, the balance scorecard becomes the strategy consideration tool which is useful for the life design and the changing of the lifestyle.
■Management technique and a IT making technique.
An important management technique and a IT making technique are described when proceeding with the business management.
It attempts the effective use of the management resource and the various approach technique to build the mechanism of the business activity which leads to the improvement of the customer satisfaction includes BPR, SIS, core competence, outsourcing, SCM, CRM, and so on.
This place understands, dividing into the category of the information sharing and the total-optimization, the client management, the management strategy working-out, the reform and the innovating of a process cost with 4 fields.
■ The management technique and the business process
A management technique is applied to strengthen the business process which is defeated to the competition, ascertaining the advantage, the weak point of the business process about the business activity.
To know in which business process about the business activity it is possible to utilize a various management technique well beforehand is important.
It is important to grasp mutual relation fast about what one the management technique which was matched up every business process about the business activity includes.
The point of the application of the management technique of the concurrent engineering is the point not to produce a good result if matching with the process, the source step of the business activity.
To attempt to maximal-ize a consumer satisfaction, it is important to design a business process about the business activity, starting from the customer.
In the management technique, CRM, to attempt to be reflected by the product and the service of the customer needs, it makes a customer a starting point vector and it sells service - > ―>.
The physical distribution ―> The production ―> procurement ―> design ―> development
The alternative which approaches in the reverse vector, too, is thought of.
To attempt the optimization of the management resource in the business activity and to practice efficient management, in the operation management of the business activity which consists of development, procurement, production, sale, service, to attempt differentiation is indispensable for the competition other company.
□SCM(Supply Chain Management)
It is the technique to utilize information technology (IT) and to improve information sharing's B to B cooperation and to manage ordering, a procurement, an inventory, manufacture, physical distribution with the customer and so on, being best.
It takes the flow of goods about the supply activity of the company, the information on it and the money about it with the supply chain ( the supply chain ) and it puts on it by the integrated control, being best in B to B to participate in the information system.
It shows an effect by the abridgment of the lead time and the reducing of an inventory, the reduction of the circulation cost.
In the supply chain theory which compared business activity, production activities to the chain of the chain, the activity ( the operation and the process ) of each department which composes business activity is equivalent to the chain and the strength of the whole chain of the business activity is the strength of the weakest part and is decided.
The approach which improves a business process to attempt to strengthen a chain and innovates it by discovering a constrained condition at this weak chain because of the tendency reinforcement by the company becomes need.
To share information on the business activity such as the demand information, the production information, the customer information, the product information by participation B to B beyond the fence of B to B is a point.
□SN(Supply Network)
In the management technique to have made SCM develop into, it utilizes networks such as the Internet.
It is the one to attempt B to B cooperation about the relation of N:N which included an ear and to aim at the optimization and the integrated control of the management resource.
The concept of SCM in the U.S. is developing in the technique, SN ( the supply network ), and it advances in the standardization of the e-commerce platform of the industry, too.
That is, the form of the B to B dealings by conventional 1:N changes and is shifting to the form of the B to B dealings by M:N which utilized nest -shape network-function in the Internet.
As for SCM, the customer, the supplier, the maker, the channeler and so on are achieving a change in the Colas's volley Tib supply network which includes CRM to have participated in the supply chain.
□ERP(Enterprise Resource Planning)
ERP is the one to have made the nucleus business of the business activity a software package.
It is modularized, that general each of the business such as the production management, the marketing management, the personnel management, the financial control is sectoral.
of the way ( called Best Practice ) of the business about which ERP is the most excellent in the industry which becomes an object
It is possible to say that there are many introduction, packaged ones.
It is necessary to attend to the point which the fee of the customizing occurs to, too, when trying to adjust the specification of the package to the actual state of the company.
□MRP(Material Requirement Planning)
MRP is the one which computes the required amount of the necessary material and the part from the spread of the bill of material by standard production plan (MPS:Master Planning Schedule), bill of material (BOM:Bill of Materials), the inventory information and so on, being called a material requirements planning.
CRP(Capacity Requirements Planning)
of the productive capacity of the supplier and the company by the plan and the parts supply plan as much as the date of production which got CRP from MRP
It means a plan of the required amount of the ability to judge whether or not it is possible to implement after reviewing.
■ The technique for the reform and the innovating of the client management
□ The customer royal tea
It says that the loyalty of the customer that the customer faces the company resembles customer royal tea and that it becomes and that it sustains designation buying from the customer for the extended period.
It becomes for the customer to have been able to be prevented from trying to change to the product and the service of the other company in customer royal tea's being born and it brings stable business profit to the company.
It is for this purpose that it is said to " that the relation between the customer and the company fixes the value of the company ", too.
Generally, it says that 20 % of excellent customers invent 80 % of benefit ( Pareto's law ).
In the management resource of the company, that it is possible to look back to discover, to sustain and to expand an excellent customer and to become a wasteful cost load and to sort out an excellent customer, too, it isn't possible to miss the measurement of the customer royal tea.
□ The customer portfolio management
The technique to measure customer royal tea includes " the customer portfolio management " and so on.
This does positioning of the customer with the customer portfolio figure which took a profit-earning ratio from the proceeds and the purchase quantity, the vertical line in the transverse.
The excellent customer comes to the proceeds, the profit-earning ratio together high position.
By this, it attempts for the excellent customer to be specific, to define an importance and the continuous measurement which is due to the digitalisation can be done.
In addition to " the customer portfolio ", the factor with the frequency of purchasing, the repeat percentage of the product and the service, rate of increase with visitor unit price and so on, too, becomes the important dater to sort out a customer.
□CRM(customer relationship management)
It is the management technique which does the careful client management as the customer and the company which provides a product and service can build relationship of mutual trust mutually.
It aims for the relationship of mutual trust of the company and the customer to be established and the company needs the spread of the business activity which goes, concerning the consumption process of the customer deeply.
The reinforcement of individual compatible and the relationship of mutual trust to the customer becomes the important issue of the marketing.
With CRM, it aims at the segment needs of the specific customer and it digs, it develops the product and the service which was fitted to the needs and in to provide, the close relationship of mutual trust with the customer can be built.
This place utilizes a statistical analysis technique and analyzes the buying behavior of the customer thoroughly, in to concern the consumption process of the customer deeply, it has a point of tact to the lifetime value of the customer and can attempt tying of the customer.
Specifically, in the maintenance of the existence customer, it is important to review the prospect of the profitability to have expected a maintenance cost after ascertaining the lifetime value of the existence customer sufficiently.
In the practice of CRM, the expansion of the pioneering of a new customer, the dealings with the existence customer and the activity for the maintenance are indispensable.
There is an approach by the upgrade to aim at the improvement of the already bought product and the frequency and the level of the service to the existence customer.
There is a technique of the cross ceiling which sells an already bought product and the other product which is related with the service, too.
To utilize the scientific analytical method which depends on the data warehouse for the analysis of the customer action and the buying behavior pattern discovery is effective.
The information system of CRM is generally composed of the 3 corner element of the front office which takes charge of a point of tact with the customer, the customer database management and the middle office which covers data analysis management and moreover the backoffice which controls a business dater.
The area marketing
The area marketing means the technique to make use of for the market analysis, the client management, the merchandising plan, the existence shop evaluation, the new branch plan and so on, being based on the map information, the various environmental data to grasp regional characteristics in the market and subdividing a market by area.
In to finely support the area needs which come from the regional characteristics, it is possible to maximize a customer value every area.
Moreover, it becomes for the area strategy to attempt to expand Shear in the area and for the profit to improve to have been able to be supported.
When working out the area strategy which is the optimal for the regional characteristics, in the area marketing, it subdivides an area in the market and the characteristic lies in the point which makes the demand and market Shear which comes from the difference of the regional characteristics clear.
The area which was subdivided in the cut end by the regional characteristics, the industrial characteristic, the constituency, the product and so on is called an area.
The market size and the germinancy, the competition status every area and so on can be made clear based on the various environmental data and the investigation dater.
It attempts differentiation for the advantage of the company to be able to be shown while taking account of the trend of the competition other company and the approach which reviews the marketing-mix ( the combination ) with ( product, price, distribution channel, best merchandising means ) which was matched with the characteristic of each subdivision market is necessary.
□GIS ( Geographic Information Systembbb )
GIS ( Geographic Information System: Geographic Information Systembbb ) is the system to handle a map with the computer.
It is possible to handle visually on the maps of the dater such as the map, the point dater, the statistical data to pile up a wide range of information in the form of the point, the graph, the table, the image and so on and to display it by.
In addition to GIS's being used by the uses such as the management of the land, the road, the facilities and the car navigation, the field of the marketing is widely utilized.
It is possible to make use of for the various decision support and the marketing-activities in visual-izing map information and at making link with a wide range of inner daters such as the customer information, the competition store information to posses in the in-house and so on functionally.
For example, in the field of the GIS marketing, it is valid as the tool to support an one-to-one marketing.
It is possible to do efficient business operation in displaying the position of the customer on the map and pasting customer attribute information.
To service the inner dater of the company to utilize GIS for the marketing and to build a database in the form which can cooperate with GIS are indispensable.
□4P&4C
The means of the marketing-mix about the tactical marketing includes 4P & 4 C.
It is the one that marketer saw a marketing-mix from the sales viewpoint from the viewpoint of the seller with 4 P.
① It is composed of product ( the product ), ② price ( the price ), ③ place ( the distribution channel ), ④ promotion ( the advertisement, the sale promotion, the publicity of direct mail ).
It is the one about which the customer thinks that it buys for the value and the problem solving in the one which was seen from the side of the purchaser at the customer starting point with 4 C.
① It consists of value (Customer Value) for the customer, the load (Cost to the Customer) of the ② customer, the possibility (Convenience) of the ③ getting, ④ communication (Communication).
It becomes a point by in what form it should provide a lot of benefit by the customer, attempting the differentiation of the product and the service where and that it should go.
① customization, the ② user-friendliness up, the ③ quickness and moreover the excellent service, ④ consulting, the incentive of the ⑤ member limitation by the benefit to the customer
The permission marketing
Having subscribe the field which the customer has an interest and an interest with the Web site and so on beforehand, it provides only the information which the customer permitted and unnecessary information's being the marketing tool which doesn't send it
The maintenance and the expansion of the constituency can be attempted in finding a lurking customer by the mechanism which provides the information which was matched with the customer needs without delivering one-sided information and strengthening the relationship of mutual trust of the company and the customer.
□SFA(Sales Force Automation)
It is the system which does effective business operation to the promising visitor and the existence visitor by managing the record of the customer visit day, the sales result and so on and attempting the sharing of the information during the member and the department in making a database.
This can attempt to strengthen the increase in efficiency and customer compatible of the business.
□CTI(Computer Telephony Integration)
The person in charge in the call center accesses customer Historical Information and so on to the question of the phone from the customer from the customer data base and with the quick and accurate responds, he is the system to attempt for the customer satisfaction to improve.
It becomes that it was possible to make a process from the sales to the service have a consistence by making the system of SFA and CTI cooperate.
□ The best of bleed
The best of bleed is the technique to combine the best system by not entrusting a specific vender with the corporate system-wide and choosing it in each field.
It is the approach which it should pay attention to to attempt TCO in that the change of the merger and the integration of B to B increases.
It becomes to have avoided from the system of the specific vender dependence in individual's integrating an interface among the different packages by the EAI(Enterprise Application Integration) tool and for the cost advantage to have been able to be secured, too.
□ The cloud computing
The cloud computing means the method which uses the footwear and the dater to have been using by its system and so on in the service form every time it does need in the past through the large-scale data center via the network.
The user has the merit which is opened from the management of the investment and the update of the system and the back-up and so on but a security managerial problem is left.
□ The data warehouse
The data warehouse is the database system to make use of the dater to have extracted from the exclusive use warehouse of the raw data speedily for the decision-making, analyzing and operating it.
It sorts out the dater of the loom state which is interspersed among the company under the clear purpose and it provides the mechanism as the analysis and the analysis of the hypothesis verification type can utilize.
The improvement of the speed-up and the information utilization ability of the decision-making becomes able to be attempted and the establishment, and the profit which is predominant in the competition of the improvement of the consumer satisfaction and it makes sales and it is possible to aim at the expansion.
In the field of the data base marketing, it is used for the hypothesis for the discovery of the excellent customer, the purchase pattern estimate and customer tying by the verification evaluation and the royal tea improvement.
It gets to do can with the customer who is seen to the one-to-one marketing fine supervision according to the segment.
It is possible to say that the data warehouse is charged with a role which becomes the core of the information system as IT solution, too.
□OEM(Original Equipment Manufacturer)
To supply a product by the other party brand, doing a collaboration in production is called the other party with OEM.
Even if the brand power is weak, OEM can aim at the increase of the production and the company with the productive capacity which is sufficiently can attempt to reduce a product cost as the result.
□ The competing marketing strategy
Philip Kotler invented a competing marketing strategy by the viewpoint of positioning of the market status about the marketing.
It clarifies relation between the relative scale, the status and the marketing strategy of the company in the market.
It shows the position of the market status which consists of 4 corner classification by the market-leader, the market challenger, the market nicher, the market follower from the viewpoint of the market share.
The market-leader is the company which has the biggest market share in the market.
It is the existence which becomes the target of the competition company, too.
The place to make the aim of the leader company is to maintain status in the top in the market.
To find the way which is necessary to maintain, and to expand market share and to do the whole market size more roughly becomes the purpose of the marketing leader.
The market challenger is inferior to the market-leader with the status in the market but has a rich management resource and a market share following the leader.
The challenger is the existence which threatens the status of the leader, depriving the leader of the market share.
It adopts the strategy that the battle defies the leader by the investing of a new product and the low-priced strategy and so on.
Or, there is an approach to attempt to strengthen the launch and the service improvement, the production cost the reduction, the advertisement and the merchandising of the epoch-making product by the innovation, too.
After discovering the defect of the leader and evaluating that it is easy to do the attack, does it make an attack object the leader or it focuses on the following company or the weak and small company and it decides.
All flattery companies don't challenge a market-leader.
If the market-leader hopes by the total war, the case which gets for there to be a malady and for the countervailing company to be unrecoverable, too, appears.
The strategy of the market follower maintains the share of the present situation so as not to be under counterattack of the market-leader and groping about the survival in the market by it
The follower aims to win constant Shear steady-ly in copying the leader by it and adopting an effort to being low in cost, and high quality and the strategy which makes efforts about the sustenance of the service.
いっぽう, the market nicher aim at the niche market and use centralised strategy.
In the niche market, it becomes a point by whether there are a market size to secure a profit and a buying power that it is possible secure only almost.
Next, in addition to grown-up lurk-ability's there being and that the management resource of the company can be shown to the full, it is required that it is the market which the joining by the major company is difficult for.
■ The flow and the business contents of the information about B to B and on the in-house
The flow of goods, money flow, the flow of the person, the flow of the information can be grasped by business activity's making them a cut end.
As for the business activity, it makes the feature, the sharing of roles of each department of the organization clear and it reviews the flow of the business which aimed for an operating effectiveness to be maximized.
For example, in the manufacturing, based on the marketing information, planning, the development and the design of the product are done and the process which corresponds with the profit, the ways and means, the sale arrangement of the part and the material are reviewed.
A production plan, Procurement Planning, a sales plan are fixed in the adjustment of the whole organization to suppress and moreover for the customer to be able to be provided a product by the shortest lead time ( the time to take by production, shipping, sale of the product with the procurement of the material and the part ) to the minimum at the minimum cost in the inventory.
Accounting Department does the payroll calculation of the staff and does a checkout with traveling allowance.
The human resources department does business about the employment, the movement of the human resources during the department and the retirement by them, the promotion of them and so on.
While the related department is related closely because of the improvement of the business profit and the expansion of the sales in the business activity, it attempts the optimization of the management resource by the effective use of the person, goods, the money, the information.
To realize a development, a procurement, production, sale, service, and moreover the sharing, the unification of the information about the value chain which included a supplier becomes indispensable with the speed management.
The information system is the tool of the management to support such business activity and to make show the effect which corresponds with the investment is important to it.
Specifically, here, the innovative viewpoint is important.
There are a process innovation to attempt to innovate each process of the business activity and a product innovation to attempt to innovate product itself in innovation's general approach.
□ The value chain
The value chain means the way of thinking which reviews what cooperation connection each activity of the development, the procurement, the production, the sale, the service business in the company and so on invents an additional value, making form out of the in-house which included a supplier.
Michael Eleanor Porter who is the authority of the competition strategy in the U.S. proposed.
It ascertains a value chain advantage and a weak point about the business activity and the weak place becomes for the forming of the company quality which isn't defeated to the competition in strengthening to have been able to be attempted.
□ The management resource
To attempt to secure business profit and to expand sales by the healthy business management, the mechanism which can efficiently utilize how the management resource which consists of person, goods, money, information about the business activity it is possible to make is important.
□ The management cycle
The management cycle of the business activity consists of PLAN, DO, CHECK, ACTION.
The business activity makes a business plan and reviews a profit and profitability.
As the preparation for executing a business plan, it reviews the mechanism of the best business activity.
It is the realization of the mechanism as it makes an organization, it guesses a person, a budget, it makes business contents clear, and it decides a responsibility and authority, and a role and a feature and a management resource is utilized, being best.
It practices business, it does and it improves the regulation of the evaluation of the profit and the profitability to the result and the business and the systematic business activity.
■ The technique for the information sharing and the total-optimization
□ The knowledge management (KM;Knowledge Management)
It is the technique to attempt for intellectual productivity of the accumulation, the sharing and the whole organization in utilizing to improve as the organization in the knowledge and the experience and the know-how which the individual possesses.
By sharing knowledge and an experience with the member of the expert by the member in the shallow organization of the experience, the operating effectiveness rises.
With the introduction of the knowledge management, the additional value of the product and the service and so on can be improved.
A groupware and a data warehouse are used to accumulate a knowledge to the in-house and to attempt the integrated control of the sharing and the utilization.
It depends on the know-how and the knowledge of the specific individual andthe one which it is possible the tacit knowledge which the databasing is difficult for, and to be made a dater, to code however, it is in the knowledge.
Moreover, as for the tacit knowledge, the cycle of the interdependence which is converted into form type 知 consists.
The business model of making IT
Here, to reconsider the advantage, the weak point of the company than the competition other company from the viewpoint of human resource resources, the way, the product power, the technical development power, the prolificacy, the sales force, the cost cutting respondability, the ability of the business to utilize IT, the organization structure, the profit-profile of it and so on is important.
The lifeline of the business activity is about to boil about whether or not it can continuously produce the appropriate business profit which can answer the evaluation of the capital market.
Moreover, if the management that the product and the service which is more excellent than the competition other company about the offer value to the customer can be created can not be practiced, the social being value of the company enters in the times which aren't evaluated in the market.
The individual attempts the reform and the complete reformation of the business process and the ability of the cost management with the continuity cost cutting which it is possible to do, too, is required.
The corporate ability which it should pay attention to specifically to be left in the company in the winning group in IT times is the invention of the business model which excels a competition other company which utilized IT.
According to the information arming which was specialized to the core competence which is the advantage of the company in making T, there is a company to practice management about and it is succeeded in, too.
For example, it doesn't have a salesman at all and some brokerage firm which is doing sales only in the information system creates IT sensation in the securities-industry by the mechanism of the business model of doing the becoming of IT which surpasses real business.
Moreover, in the intense times of the business environmental-variation, it is one of the executive ability that the risk management, too, is important.
In IT times, the importance of the security management about the information system is pointed out.
In the place of the practice of above mentioned IT management, to make IT and the corporate ability are related deeply and the practice of the management strategy leads to IT strategy itself.
□BTO
There is a business model of Dell computer which is major computer manufacturer in the U.S. in the company which is successful by the practice of SCM in making IT.
It adopts the technique of the Internet online shopping and through the Internet, directly, it has the mechanism of the online shopping which exchanges an order with the customer.
With the introduction of the Web system among Dell computers, it gets to do can with the information on the interactive exchange with the customer.
It is building the mechanism which gets to do the can the careful absorption of the customer needs by which OBJ DO and it is fed back into the product development.
In the production of the product, it adopts a made-to-order method, BTO(Build To Order).
Proper stock is done by the module and a nucleus part is skill well produced quickly according to the specification which the customer demands.
The cooperation company in the company shares information about the prediction of demand, the production plan of the ordinary and weekly base, on the order status of it realtime and a meeting, too, is frequently among the persons in charge done.
By such a mechanism, it is attempting for the inventory turnover to rise.
Moreover, it is attempting to strengthen relationship with the customer in utilizing the cooperation feature of the Internet, setting up the site of Web according to the segment according to the importance of the customer and realizing the integrated control of the customer information with the data warehouse.
By this, it attempts and it links the sharing of the customer information in the product development, the manufacture and the service and the cooperation company to the quick action.
Moreover, with the support desk through Web, it aims at the improvement of the customer satisfaction with the product trouble and the service system that the question of the customer, too, can be quickly supported.
□
IT and the business management
Boil, and be stuck and IT let's attempt to think of whether or not it is necessary why to conduct.
IT resembles the improvement of the efficiency of management in the company in the one which must be and becomes.
IT must be charged with a role which is in case of improvement of the efficiency of management.
IT is after all the technology which utilizes information.
In the business activity, a wide range of information is flitting about.
It collects and it generates and it selects, it chooses, and it processes the information such as the sales information, the production information, the customer information, the complaint information, the physical distribution information, the financial information, the personnel information that the related departments in the company are various and it is doing a business activity.
The kinds of the information are various and depending on the department, if there is information with value, too, there is unnecessary information, too.
Also, the timing of the merit of the information, too, is important and as for the information such as the complaint information and the customer demand action, freshness is required.
If the circulation feature of the information doesn't work, being good, the information has become ordinary dater.
The value which the information has is decided by the business activity to utilize for how and for it to have an additional value to be linked to with the timing of the collection.
For its purpose, the mechanism construction as the circulation feature of the information is normally shown is required.
It manages information in this way and as for the ability to use information to utilize, the leaping power can be shown by making IT.
It is possible to be with management's being the activity to utilize by to make show the circulation feature of the information to the full by this meaning and discovering information with value timing well, too.
It places respectively and it gets to do can with the value to the customer creation and the improvement of the additional value of the company, too, can be expected.
It manages information efficiently and to make IT can realize the mechanism which can be utilized.
There is a various best solution in IT according to the management problem.
It is a POS system that is oftenest used from the past in the circulation field.
The convenience store becomes the tool which is indispensable to be hot-selling, for the death line product to analyze a trend and to spread out to the product policy.
The purchase information of the product which was collected from the POS terminal is made a data center at the headquarters by the central control at the dater warehouse, being instantly transmitted via the network.
It is developed by the inventory information, the ordering information and it instructs a logistics department gate to replenish a product.
The driver of the physical distribution taking charge receives instructions of the physical distribution with the handheld unit and can deliver a had product to the storefront quickly.
It analyzes the POS information which was collected, being realtime every day at each store by the server at the headquarters, and it grasps a sale tendency every store and it is utilized by the reconsideration of the following product policy.
There is a mechanism which does the quick offer of the product which is most liked by the customer with various IT solution in the POS system, at the handheld unit, the dater warehouse and so on being a network functionally and cooperating in the business activity in the convenience store in this way.
IT solution is forming the build of the business activity out of individual and to make IT becomes the indispensable infrastructure which must be placed in the place of the practice of the business activity.
□IT and the essence of the business activity
The flow of goods, money flow, the flow of the person, the flow of the information can be grasped by business activity's making them a cut end.
As for the business activity, it makes the feature, the sharing of roles of each department of the organization clear and it reviews the flow of the business which aimed for an operating effectiveness to be maximized.
For example, in the manufacturing, based on the marketing information, planning, the development and the design of the product are done and the process which corresponds with the profit, the ways and means, the sale arrangement of the part and the material are reviewed.
A production plan, Procurement Planning, a sales plan are fixed in the adjustment of the whole organization to suppress and moreover for the customer to be able to be provided a product by the shortest lead time ( the time to take by production, shipping, sale of the product with the procurement of the material and the part ) to the minimum at the minimum cost in the inventory.
Accounting Department does the payroll calculation of the staff and does a checkout with traveling allowance.
The human resources department does business about the employment, the movement of the human resources during the department and the retirement by them, the promotion of them and so on.
While the related department is related closely because of the improvement of the business profit and the expansion of the sales in the business activity, it attempts the optimization of the management resource by the effective use of the person, goods, the money, the information.
To realize a development, a procurement, production, sale, service, and moreover the sharing, the unification of the information about the value chain which included a supplier becomes indispensable with the speed management.
The information system is the tool of the management to support such business activity and to make show the effect which corresponds with the investment is important to it.
To attempt the optimization of the management resource and to practice efficient management, in the operation management of the business activity which consists of development, procurement, production, sale, service, to attempt differentiation is indispensable for the competition other company.
Here, to reconsider the advantage, the weak point of the company than the competition other company from the viewpoint of human resource resources, the way, the product power, the technical development power, the prolificacy, the sales force, the cost cutting respondability, the ability of the business to utilize IT, the organization structure, the profit-profile of it and so on is important.
The lifeline of the business activity is about to boil about whether or not it can continuously produce the appropriate business profit which can answer the evaluation of the capital market.
Moreover, if the management that the product and the service which is more excellent than the competition other company about the offer value to the customer can be created can not be practiced, the social being value of the company enters in the times which aren't evaluated in the mar
