ATENEO GRADUATE SCHOOL OF BUSINESS
Ateneo-Regis MBA Program
TSINFOTE – R19
Industry Case Study
Unilab vs Pfizer
Submitted to:
Prof. Charlie A. Jorge
Submitted by:
Marvin Aparato
Ed Carillo
Maria Teresa Mateo
Jose Luis Narvaez
Submitted on:
January 17, 2014
Page 1
1. Company Backgrounds:
1.1
Unilab - JOE
1.2
Pfizer - ED
2. Best Practices
2.1
Unilab - JOE
2.1.1 Cost and Efficiency Improvements
Strategy:
Focus on improving efficiency and lowering costs by using the Internet and the
World Wide Web as a fast, low-cost way to communicate and interact with customers, suppliers,
2.1.2 Performance Improvement in Business Effectiveness
Strategy:
Make major improvements in business effectiveness.
2.1.3 Global Market Penetration
Strategy:
Develop E-business and E-commerce applications optimize interaction with
customers and build market share.
2.1.4 Product and Service Transformation
Page 2
Strategy:
Develop and deploy new Internet-based products and services that strategically
reposition it in the marketplace.
2.1 Pfizer - Marvin/Ed
2.1.1 Cost and Efficiency Improvements
Pfizer has a Financial Data Warehouse Platform Consolidation (FDWC) project wherein
several large financial data warehouses were consolidated onto a single common platform. By
building a scalable platform of shared services, the total cost of ownership was reduced for each
new application developed. The cost of justification was based on saving money by avoiding the
predicted high costs of their current infrastructure in the following areas:
- Database technology that scales gracefully to handle data volumes without large cost
increases.
- Data integration solution framework that would allow sharing of common data across
applications
- Consolidation of three-application support teams into a single integrated team.
A sense of urgency to find innovative ways of coping with enormous complexity was
driven by Pfizer’s demand to operate a global biopharmaceutical business with more effective
use of information assets amid the anticipated explosion in data volume. At the same time, IT
costs were increasing drastically, especially in areas like data warehouse development and
operation. It was apparent that strong cost reductions needed to be enforced. To accomplish cost
reductions with shared services, business objectives were formulated within GDM and then
executed through the FDWC and other projects.
Josh Raysman is the lead for Solution Engineering and Project Management for GDM
and is “ultimately responsible from the functional deliverables for anything designed and built in
our shop”. He summed up the success factors for (Global Data Management) GDM:
“We are maximizing our investment in data management solutions by focusing on a long-term
total cost of ownership. For long-term success, solutions should have scalability, extensibility,
and supportability. In particular, to have supportability means low maintenance costs. A high
percentage of our IT budget is spent on application maintenance. We want to get that under
control. If we build it right the first time, then we can reduce expenses of care and feeding over
time.”
Page 3
Strategy:
Focus on improving efficiency and lowering costs by using the Internet and the
World Wide Web as a fast, low-cost way to communicate and interact with customers, suppliers,
2.2.2 Performance Improvement in Business Effectiveness
Information Technology (IT) within Pfizer is named the Business Technology (BT)
group, which is composed of two parts: Shared Services (centralized special IT services) and
Business Partners (business-facing IT groups aligned to each business unit). Within Shared
Services is Global Data Management (GDM), which focused on the Data Management area and
is the primary group within Pfizer responsible for the FDWC project.
In particular, GDM was
“responsible for the
design, build and
operations of
data
warehousing, data
integration, master
data management,
including reference
data, and
business
intelligence solutions by providing the common processes, frameworks, and toolsets
for effective data stewardship, governance and quality management.”
GDM coordinates IT functions (design, build, and operate) from the perspective of four lines of
business:
� Research and Development, which is the traditional driving force for Pfizer in
its competitive marketplace
� Finance and Procurement, which is now Financial and Business Operations
(a broader area)
� Commercial, which are the Sales and Marketing functions
� Manufacturing, which produces and distributes medical drugs worldwide for
humans and animals
� Medical, Diversified, Corporate Functions (such as Legal and Human
Resources)
Strategy:
Make major improvements in business effectiveness.
2.2.3 Global Market Penetration
Page 4
Strategy:
Develop E-business and E-commerce applications optimize interaction with
customers and build market share.
Pfizer is committed to adding value to its business relationships. The Pfizer Business to
Business section is an e-commerce area designed to maximize relationships with vendors and
wholesale distributors already doing business with Pfizer. If you are a wholesale distributor, you
can submit orders online through the Pfizer eCommerce Web site. Pre-approved vendors can
track invoices through the Pfizer Accounts Payable Web site, and potential IT vendors can
introduce themselves to Pfizer using the Pfizer Infrastructure Vendor Registration Web site.
The Pfizer Electronic Data Interchange/Electronic Commerce (EDI/EC) Web site
for wholesale customers, providing Customer/Client accessibility. It also provides an entry point
for transaction processing.
(http://www.pfizer.com/b2b/index)
Pfizer's OpenForBusiness website provides a safe, convenient, user-friendly
online ordering system for its valued customers. Whether ordering large, multi-item orders or
small, seldom used items, OpenForBusiness makes it easy to place your orders, view the status
of your submitted orders, print an invoice or just browse through Pfizer's catalog of products.
Through this site you have access to Pfizer's Pharmaceutical, Animal Health Group, Accounts
Payable and Accounts Receivable departments ` to service your needs at any time, day or night
(https://ofb.pfizer.com/bjsp/v2/usp/orderEntryV2.do)
2.2.4 Product and Service Transformation
Pharmaceutical company Pfizer has implemented a web-based ordering system, B2BE’s e-CatTM,
that extends the benefits of e-commerce to customers too small to justify full-blown EDI
(electronic data interchange)
e-CatTM, from business-to business messaging specialist B2BE, is a customisable web portal that
interfaces with EDI so a supplier can give its customers a no-cost entry into the world of ecommerce. With a system that turns online orders into EDI messages, Pfizer is able to expand its
base of smaller customers without having to add customer service staff. The two-way system
also allows customers to see their order status online, rather than having to contact customer
service by phone or fax.
Page 5
Strategy:
Develop and deploy new Internet-based products and services that strategically
reposition it in the marketplace.
3
Recommendations for the 2 companies – need to send and exchange notes via e-mails. –
Ed, Marvin, Joe
3.1 Unilab
3.2 Pfizer
4
References:
Books:
Management Information Systems: Global Edition, 10th edition
James A O’Brien and George M. Marakas
Websites:
http://www.informatica.com/INFA_Resources/wp_bolder_informatica_pfizer_7249.pdf
http://www.slideshare.net/priyadarshini.7/about-pfizer-company
ACTION ITEMS:
1. Prepare each section – Joe, Ed, Marvin – January 16, 12 noon
Page 6
2. Consolidate all materials and check consistency and redundancy – Happy – January 17 –
12 midnight.
Page 7