Product line extension - Situation analysis forSAP – Apparel Enterprise Resource Planning<br />By <br />ThejaWickramanayak...
SAP COMPANY PORTRAIT<br />Founded in 1972 in Mannheim, Germany as  Systems Applications and Products in Data Processing<br...
PRODUCT<br />Apparel industry consists of makers and sellers of fashionable clothing.<br />Apparel manufacturing specific ...
PRODUCT EXTENSION<br />Target Industry - Buying groups of the Apparel Clothing Industry<br />These buying offices purchase...
PRODUCT EXTENSION<br />Solution<br />Extended solution is a Buying office activity planning tool <br />Named as SAP PLANNE...
SETTING THE STAGE<br />THE SITUATION ANALYSIS<br />
Environment<br />SAP is currently conducting their businesses in an increasingly globalised business environment<br />Chan...
MARKETING STRATEGY<br />SAP‘s business growth consists of three areas<br />The most innovative software organisation<br />...
BRAND’S CURRENT POSITION<br />SWOT<br />TARGET CUSTOMER PROFILE<br />
SWOT<br />Strengths<br />Competitive advantage through innovation<br />Research and development capabilities<br />Speciali...
SWOT<br /><ul><li>Weaknesses</li></ul>Slightly expensive than its competitors<br />Complicated implementation process<br /...
SWOT<br /><ul><li>Threats</li></ul>Global economic downturn<br />Foreign currency risk and regulations<br />Less expensive...
Target Customer Profile<br />Who – Businesses with information management needs.<br />What – Enterprise Resource Planning ...
Thank you.<br />
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Uow mba-intake 3-group b-marketing management-a4019790-presentation

  1. 1. Product line extension - Situation analysis forSAP – Apparel Enterprise Resource Planning<br />By <br />ThejaWickramanayake<br />A4019790<br />
  2. 2. SAP COMPANY PORTRAIT<br />Founded in 1972 in Mannheim, Germany as  Systems Applications and Products in Data Processing<br />Today, as one of the world leaders of business software, SAP holds sales and development locations in more than 50 countries worldwide<br />Core business of SAP is selling licenses for software solutions and related services. <br />The solutions cover standard business applications and technologies as well as industry specific customised applications<br />
  3. 3. PRODUCT<br />Apparel industry consists of makers and sellers of fashionable clothing.<br />Apparel manufacturing specific Enterprise Resource Planning solution – SAP AFS<br />Handles massive volume of information generated in Fashion/ Apparel value chain.<br />
  4. 4. PRODUCT EXTENSION<br />Target Industry - Buying groups of the Apparel Clothing Industry<br />These buying offices purchase clothing and accessories for apparel retailers. They analyze trends, needs and budgets of their customers to purchase fashions that at a price that their target customers want to pay by working as middlemen<br />Target Industry<br />
  5. 5. PRODUCT EXTENSION<br />Solution<br />Extended solution is a Buying office activity planning tool <br />Named as SAP PLANNER ABO®<br />Consists of three main components<br />Order Planning<br />Time & Action Planning<br />MRP (Materials Requirements Planning)<br />This makes SAP a business systems manufacturer for overall fashion value chain.<br />
  6. 6. SETTING THE STAGE<br />THE SITUATION ANALYSIS<br />
  7. 7. Environment<br />SAP is currently conducting their businesses in an increasingly globalised business environment<br />Changing corporate governance law, reporting regulations and pressure of competitors<br />Current economy – Slow down in the market.<br />Different social backgrounds.<br />Emerging IT trends and breakthrough technologies<br />
  8. 8. MARKETING STRATEGY<br />SAP‘s business growth consists of three areas<br />The most innovative software organisation<br />Co- innovation by collaborating with customers and partners<br />Gain specific technologies and capabilities<br />SAP uses Product Differentiation strategy to gain Competitive Advantage and Growth Strategy for Capabilities.<br />
  9. 9. BRAND’S CURRENT POSITION<br />SWOT<br />TARGET CUSTOMER PROFILE<br />
  10. 10. SWOT<br />Strengths<br />Competitive advantage through innovation<br />Research and development capabilities<br />Specialized & carefully chosen professional team<br />Customer loyalty and reputation during the past<br />Diversified and geographically spread partners and branches<br />
  11. 11. SWOT<br /><ul><li>Weaknesses</li></ul>Slightly expensive than its competitors<br />Complicated implementation process<br />Change management <br /><ul><li>Opportunities </li></ul>Every implementation leads to strategic partnerships with the customers<br />
  12. 12. SWOT<br /><ul><li>Threats</li></ul>Global economic downturn<br />Foreign currency risk and regulations<br />Less expensive niche competitors with competitive products<br />Undetected product errors (Even after tests are performed)<br />
  13. 13. Target Customer Profile<br />Who – Businesses with information management needs.<br />What – Enterprise Resource Planning solution.<br />Where - Asia-Pacific region, American and the European regions.<br />Why - To manage and interpret the massive volume of information generated in today's dynamic businesses.<br />How – Implementation and development through SAP global services partner companies<br />
  14. 14. Thank you.<br />

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