1. Microeconomic of Competitiveness
CH3 : HOW INFORMATION GIVES YOU COMPETITIVE ADVANTAGE

2. Strategic Significance
 Value chain with information technology for “Competitive advantage”
 Convergent and linkage of technology that process the information.
Transforming the Value Chain
Transforming the Product
Direction and Pace of
Change
2

3. Example – Candy Manufacturer with JIT
J I T
3

4. Information Technology in Value Chain
Planning model
Automated Personal Scheduling
CAD, Electronic Market Research
Online Procurement Part
Automated
warehouse
Flexible
Manufacturing
Automated
Order
Processing
Telemarketing
Remote terminal for sale person
Remote Servicing of
Equipment
 Usage of Information Technology in Value Chain
4

5. Transforming the Product
 Offer product information than physical component
5

6. Direction and Pace of change
 Information content of Product Vs. Value Chain
Low
High
Low High
Value Chain
Product
6

7. Changing Nature of Competition
• Changing Industry Structure
• Creating Competitive Advantage
• Spawning New Business
7

8. Changing Industry Structure
 IT can improving or eroding the attractiveness of industry
Information
Technology
Unfreezing Industry and Create New needs
8

9. Creating Competitive Advantage
 Lowering Cost, Enhancing differentiation, and changing competitive scope
Lowering cost Differentiation Competitive Scope
Flexible Differentiation Differentiation
9

10. Spawning New Business
10

11. Competing in the Age of Information
Technology
Assessment
Determine
create
competitive
advantage
Spawn new
business
Develop Plan
11

12. 12

13. Group 3
No ID Name No ID Name
1.5710224009 พีระเดช ตรีอำนรรค 9.5710224089 นำยปัทม์ประกอบไวทยกิจ
2.5710224029 สำธิต วิโนทพรรษ์ 10.5710224091 รัชดำพรรณ์ สักกพันธุ์นิกร
3.5710224046 จรัสเกศ ขุนภำษี 11.5710224108 กรวิชช์ เจริญเผ่ำ
4.5710224051 พงศ์พัฒน์ ยงพิศำลภพ 12.5710224139 นันทัช ล้อมวงษ์
5.5710224055 ณัฐ รัตนไพโรจน์ 13.5710224160 รัชกร วุ่นจินำ
6.5710224057 พจนีย์เพชรแปดริ้ว 14.5710224163 นรินทร์ นำคละมัย
7.5710224059 สุพพัตรำ ผ่ำนมรคำ 15.5710224177 วิไลรัตน์ สีเดือน
8.5710224071 กีรติ เรืองศรี 16.5710224092 ณัฐพงศ์พันธุ์สวัสดิ์
13