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Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
Mis Son
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Mis Son

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Transcript

  • 1. INTERNET and STRATEGIC POSITIONING
    • Ebubekir Arslan
    • Tankut Tarım
    • Ali Tuncer
    • 21.04.2009
  • 2. How Can the Internet be Used to Create Economic Value?
    • Industry Structure : Determines the profitability of an average competitor
    • Sustainable Competitive Advantage : Allows a company to outperform the average competitor
  • 3. Competitive Advantage
    • 3 basic strategies:
      • Cost leadership
        • Prices lower than the competition
      • Differentiation
        • Products with some quality that makes them more attractive than the competition
      • Focus
        • Concentration on niche market s
  • 4. The Internet and Competitive Advantage
    • How to achieve it?
      • Operational Effectiveness : Doing the same things as your competitors but doing them better
      • Strategic Positioning : Doing things differently than your competitors
  • 5. Six Principles of Strategic Positioning
    • Start with right goal: long-term return on investment
    • Deliver a value proposition different from competitors
    • Have a distinctive value chain
    • Robust strategies involve trade-offs
    • Define how all elements of what a company does fit together
    • Continuity of direction
  • 6. Strategic positioning
    • While a new means of conducting business has become available the fundamentals of competition remain unchanged
    • Use of the Internet creates economic value by:
      • Creating new opportunities
      • Providing unique, common information technology platform
      • Offering complementary service
      • Creating i n ter - connected value chain
      • Enhanc ing the customer’s experience
  • 7. Internet and Value Chain: 5 Overlapping Stages
    • 1st stage: Automated discrete transactions ; order entry and accounting
    • 2nd stage: Functional enhancement of individual activities ; sales force operations and HR management
    • 3rd stage: Cross -functional activities; CRM, SCM, ERP
    • 4th stage: Integration of value chain and entire value system, applications that connect CRM, SCM, ERP
    • 5th stage: Real-time optimization
  • 8. IT ’ s Role in Strategy and the Internet
    • Internet provides a stronger, interconnected information architecture
    • Older software and ERP systems forced companies to conform to their structure
      • Reducing opportunities for differentiation
      • This no longer occurs
    • Systems to fit their unique processes
  • 9.  
  • 10. Internet used by IT
    • Firm Infrastructure
      • web-based, distributed financial and ERP systems
    • Human Resource Management
      • Self-service personnel and benefits admin., Web-based training
    • Technology Development
      • Collaborative design across locations, Knowledge directories
    • Procurement
      • Internet-enabled demand planning, automated “requisition to pay”
  • 11. Internet used by IT
    • Supply Chain Management
      • Inbound Logistics
        • Real-time integrated scheduling, shipping, warehouse management
      • Operations
        • Integrated information exchange, components suppliers
      • Outbound Logistics
        • Real-time transaction of orders, customer and channel access to product development
      • Marketing and Sales
        • On-line sales channels, real-time inside and outside access to customer information
      • After-Sales Service
        • On-line support of customer service reps., customer self-service via web sites

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