Matakuliah
Tahun
Versi
: J0454 / Sistem Informasi Manajemen
: 2006
:1/1
Pertemuan 3 & 4
Competing with Information
Technology
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa akan dapat menjelaskan
tentang pemanfaatan Sistem Informasi
untuk menghasilkan keunggulan kompetitif
 C2
2
Outline Materi
• Fundamentals of Strategic Advantage
• Competitive Advantage of Information
Technology
• The Value Chain and Strategic IS
• Using Information Technology for Strategic
Advantage
• Building a Customer-Focused Business
• Reengineering Business Process
3
Strategic Advantage
Competitive Strategy
Concepts
Strategic Information Systems
• Support Competitive
Position
• Can Be Any Kind of
Information System
• Gain Competitive
Advantage
• Reduce a Competitive
Disadvantage
4
Competitive Strategies
Strategic Advantage
Cost
Leadership
Differentiation
Innovation
Growth
Alliance
Other
Strategies
Rivalry of Threat of Threat of Bargaining Bargaining
Competitors New
Substitutes Power of Power of
Entrants
Customers Suppliers
5
Competitive Forces
Strategic Advantage
Other Competitive
Strategies
• Lock in Customers
• Lock in Suppliers
• Switching Costs
• Barriers to Entry
• Leverage Investment
in IT
6
Value Chain & Strategic IT
Support Processes
• Administrative
Coordination and
Support Services
• Human Resources
Management
• Technology Development
• Procurement of
Resources
7
Value Chain & Strategic IT
Primary Business
Processes
• Inbound Logistics
• Operations
• Outbound Logistics
• Marketing and Sales
• Customer Service
8
Value Chain & Strategic IT
SUPPORT
PROCESSES
The Value Chain of a Firm
Administrative Coordination & Support Services
Collaborative Workflow Intranet
Human Resources Management
Employee Benefits Intranet
Technology Development
Product Development Extranet with Partners
PRIMARY BUSINESS
PROCESSES
Procurement of Resources
E-Commerce Web Portals for Suppliers
Inbound
Outbound Marketing
Operations
Logistics
Logistics & Sales
Automated
Just-in-Time
Warehousing
ComputerAided
Flexible
Manufacturing
Online
Point-of-Sale
And Order
Processing
Target
Marketing
Customer
Service
Customer
Relationship
Management
9
Using IT for
Strategic Advantage
Building a CustomerFocused Business
• Building Customer Value
• Fast Response to
Individual Customer
Needs
• Use of Internet, Intranets,
and Extranets
10
Using IT for
Strategic Advantage
Hilton Hotels
• Hilton.Com Reservation
System
• Services Tailored
Automatically to Last Visit
• High Level of
Personalization
• Deeper Personal
Relationship
11
Building Customer Value
Customer
Place Orders
Directly
Customer
Database by
Preferences &
Profitability
Internet
Intranets
Intranets
Extranets
Transaction
Database
Customer
Database
Employee
View of
Customer is
Complete
Customer
Orders
Through
Partners
Web Personalization Builds
Loyalty
Build a Web
Community of
Customers, etc.
Customers
Check Own
History
Customers
Linked With
Distribution
Intranets
Extranets
Internet
12
Reengineering Business Processes
Business
Improvement
Level of Change Incremental
Business
Reengineering
Radical
Process
Change
Improved New
Version of Process
Brand New
Process
Starting Point
Existing Processes
Clean Slate
Frequency of
Change
One-time or
Continuous
Periodic One-time
Change
Time Required
Short
Narrow, Within
Functions
Long
Broad, CrossFunctional
Horizon
Past and Present
Future
Participation
Bottom-up
Top-down
Path to
Execution
Cultural
Cultural Structural
Typical Scope
Primary Enabler Statistical Control
Moderate
Risk
Information Technology
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High
Order Management Process
Business Processes
P
R
O
P
O
S
A
L
Business
Functions
C
O
N
F
I
G
U
R
A
T
I
O
N
SALES
MANUFACTURING
FINANCE
C
O
M
M
I
T
M
E
N
T
C
R
E
D
I
T
C
H
E
C
K
I
N
G
D
E
L
I
V
E
R
Y
B
I
L
L
I
N
G
C
O
L
L
E
C
T
I
O
N
S
LOGISTICS
14
Reengineering Order Management
• Customer Relationships Using
Intranets and the Internet
• Supplier Managed Inventories Using
the Internet
• Cross-Functional ERP Software
Integrating Manufacturing,
Distribution, Finance, and Human
Resource Processes
• Customer-Access to Web Order Entry,
Status-Checking, Payment, and
Services
• Customer, Product, and Order Status
Databases accessed via Intranets and
Extranets by Employees and
15
Suppliers
Becoming an Agile Company
1. Customers Perceive Products
and Services as Solutions to their
Individual Problems
2. Cooperates with Customers,
Suppliers, and Even Competitors
to Bring Products to Market
Quickly and at Lowest Cost
3. Organized to Thrive on
Uncertainty
4. Leverages the Impact of its
People and Knowledge
16
Becoming an Agile Company
Dell Computer –
Agility in Action
• Customer-Focused Company
• Champion of Mass
Customization
• Build-to-Order Business Model
• 25,000 on a Typical Day
• Tight Supply Chain
Management
• Rarely More than Two Hours
Worth of Parts Inventory
17
The Virtual Company
Interenterprise IS
Alliance Subcontractors
Alliance Major
Supplier
Boundary of a Firm
Extranets
Customer
Response
and OrderFulfillment
Teams
Intranets
Alliance Major
Customer
Manufacturing
Teams
Alliance Small
Suppliers
Cross-Functional
Teams
Engineering
Teams
Alliance Complementary
18
Services
Virtual Company Strategies
• Share Infrastructure and Risk with
Alliance Partners
• Link Complementary Core
Competencies
• Reduce Concept-to-Cash Time
Through Sharing
• Increase Facilities and Market
Coverage
• Gain Access to New Markets and
Share Market or Customer Loyalty
• Migrate from Selling Products to
Selling Solutions
19
Knowledge Creating Company
Learning Organizations
Knowledge Management
Explicit Knowledge
Knowledge Management
Systems (KMS)
20
Knowledge Management
Enterprise
Intelligence
Information
Creation, Sharing,
and Management
Document Management
21
Summary
Strategic Uses of Information Technology
• Cut Costs
• Differentiate and Innovate
Products and Services
• Promote Growth
• Develop Alliances
• Lock in Customers & Suppliers
• Create Switching Costs
• Create Barriers to Entry
• Leverage IT Investment
• Develop Competitive
22
Advantage
Summary
Building a Customer-Focused
Business
• Develop Business Value
• Make Customer Value the
Strategic Focus
• Use of Internet, Intranets,
and Extranets to Track and
Serve Customer Needs
and Interests
• Provide Services Tailored
to Specific Customer
Needs
23
Summary
Reengineering Business
Processes
• Enable Radical Changes to
Business Processes
• Improves Efficiency and
Effectiveness
• IT Supports Innovative
Changes in Work Flows, Job
Requirements, and
Organizational Structures in
a Company
24
Summary
Becoming an Agile
Company
• Rapid Response to Market
Changes
• Broad Product Ranges
• Short Model Lifetimes
• Heavy Dependence Upon
IT to Respond to
Customer’s Unique
Situations
25
Summary
Creating a Virtual Company
• Use of Internet and IT
Provide Computing and
Communications
Resources
• IT Enables Management of
a Network of People,
Knowledge, Financial, and
Physical Resources
• Takes Advantage of
Rapidly Changing Markets
26
Summary
Building a Knowledge-Creating
Company
• Creates a Lasting
Competitive Advantage
• Innovative Use of
Organization Knowledge
• Supports Development
and Management of New
Organization Knowledge
• Integrates Into New
Products and Services
27
Sumber Materi PPT
•
O’Brien, James A. (2005). Introduction
to Information Systems (12th Edition).
McGraw – Hill. Bab 2. Official PPT.
28