贝恩行业分析方法行业分析互联网影响PointofView018.ppt
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1、Authors:,Reviewers:,bc,Point of View,Created:June 1999,Heidi Locke SimonLangston JonesJeffrey Kuo,David SandersonEmma GrayAaron Cheris,2,PointofView,What impact is the Internet having?How will the Internet affect my business?What should we be doing to respond?What are the keys to success?,Executives
2、 across the board are posing four fundamental questions:,Overview,Bains Point of View,3,PointofView,Agenda,Internet Impact DetailBusiness Impact DetailResponse AlternativesKey Success Factors,4,PointofView,The Internet is a major discontinuity that will redefine the strategic landscape in every indu
3、stry.,These result in dramatic changes across company relationships with customers,suppliers,employees and other stakeholders,Redefinition of entire user experienceNew channel to capture growth opportunitiesElectronic management of upstream supply chain relationshipsTight linkage of end-user demand
4、to company operationsRedeployment of physical and human resources to facilitate dramatic productivity improvement,Overview(1 of 2),Internet Impact Detail,5,PointofView,The Internet is a major discontinuity.,The Internet is a dynamic medium,and further significant shifts have yet to play out,Dramatic
5、ally enhanced network performanceHigh speed access widely availableNew demographic wavesNew specialized(non-PC)access devices and new access business modelsValue added reintermediationIntegration of physical and electronic participation,Overview(2 of 2),Internet Impact Detail,6,PointofView,The Inter
6、net will redefine the strategic landscape in every industry.,Product customization/qualityGeographic proximity,Mechanical innovationTransportation infrastructure,Scale economiesMass marketing,Ubiquitous reach to all stakeholdersDramatically lower cost interactionsComplete,symmetric,“free”information
7、,Well ordered,multi-tiered distributionEfficient,optimized physical touch relationships,Truly unique user experiencedeeper customer relationshipsbroader reachComplete restructuring of industry supply chainsLower cost and enhanced productivity,Craft Based Economy,Industrial Revolution,Mass Production
8、,Internet/Information Revolution,Suppliers,DIstrIbutors,Manufacturing,Resellers,Customers,Internet Revolution,Internet Impact Detail,7,PointofView,Internet Characteristics,Defining characteristics of this new communications medium are redefining all companies stakeholder interactions.,Example Implic
9、ations:,DramaticallyLower Cost Interaction,Key Characteristics:,Anyone,anytime,anywhere interaction,Substitutes high cost human for low cost electronic interaction,Frictionless information exchange,Universal accessLow cost/high bandwidth infrastructure,Power shifts to buyers through pricing,inventor
10、y and other information visibilityTargeted segmentation enables“customer”level customization and profit measurement,Internet Global Communications Medium,Complete,Symmetrical,“Free”Information Availability,Reduces number of“touches”in each interactionEliminates industry and organizational layers,Pro
11、vides access to new customer segments,broader supplier base and increased pool of employeesCreates foundation for strengthening relationships and improving effectiveness with customers,suppliers and employees,Ubiquitous Reach,Internet Impact Detail,8,PointofView,Impact Overview,Supply Chain Integrat
12、ion,Redeployment of physical and human resources to facilitate dramatic productivity improvementsbetter stakeholder communicationknowledge sharing and collaborative work environmentsleverage of IT investmentsenhanced access to employees/outsourcing,Electronic management of upstream supply chain rela
13、tionshipsvendor selection and negotiationbilling and paymentinformation exchangeTight linkage of end-user demand to inventory,R&D,and manufacturing,Redefinition of entire customer experiencecomplete,frictionless information exchangedifferentiated experienceuser controlled fulfillment trackingtargete
14、d loyalty programsNew channel to capture growth opportunitiesincreased customer accessaccess to product adjacencies/cross sellingintegration with physical world,These result in dramatic changes across company relationships with customers,suppliers,employees and other stakeholders.,Customer Relations
15、hip Management,Internal Business Management,Internet Impact Detail,9,PointofView,Customer Relationship Management(CRM)Evolution,Description:,Multi-tiered distribution modelMass marketingLimited inventoryFew value-added services,Traditional Model,E-Commerce Model,Streamlined distribution modelTargete
16、d marketingScale inventory and selectionRobust range of value-added services,Producer,Example:,“Bricks and mortar”bookstore,A,Distributor,Retailer,Consumer,Producer,Producer,Producer,Community,Retailer,Value-Added Services,Consumer,E-Tailer,Internet Impact Detail,10,PointofView,(CRM)Benefits,A is a
17、compelling example of an E-Commerce customer relationship model.,Efficient purchase processquick log-insearch by title,subject,authorread reviews,recommendationsone-click orderingreceive books by mailSuperior selection and availabilityAdjacent product offeringse.g.,music,video,othersValue-added serv
18、icesreviewsproactive,tailored recommendations,Benefits to Customers,Benefits to Firm,Substantially lower costsinfrastructureinventorypersonnelDeep customer relationshipone-to-one marketingpotential for higher loyaltypurchases across other product linesmore frequent purchasesBroader customer basegeog
19、raphic reachexpanded pool of profitable customers,Internet Impact Detail,11,PointofView,Supply Chain Integration Business Models(SCI)(1 of 2),Three primary models.,Industry Consortia,Virtual Communities,Company Extranets,Note:*TPN has two sub-networks TPN Post and TPN Register,Internet Impact Detail
20、,12,PointofView,SCI Business Models(2 of 2),Company Examples:,Industry Consortia,Virtual Communities,Company Extranets,Fast PartsMetal SitePlasticNetVerticalNetTPN*,ANXVIPARTPN*,Boeing CiscoCSXDell,Note:*TPN has two sub-networks TPN Post and TPN Register,Key Success Factors:,Infrastructure to facili
21、tate transactions,Structure that allows flexibility in negotiation and decision making,Ability to cost/time effectively link extranet to internal legacy systems,Dreyers Grand Ice CreamPitney Bowes,Internet Impact Detail,13,PointofView,SCI Evolution,Description:,Multiple buyer-seller interfaces in bi
22、dding processIndividual company scale in buying/sellingCatalog-based selection and purchasingoutdated inventory listingsmanual process,Traditional Model,Single bidding interfaceScale benefits shared across participantsVirtual marketplace connecting suppliers and customersUp-to-date online inventory
23、listingsOnline order-taking process,Examples:,Traditional industrial model,GE TPN Chemdex,E-Commerce Model,Internet Impact Detail,14,PointofView,SCI Benefits,Chemdex is a powerful example of an E-Commerce customer relationship model.,Lower costsmarketing leverage marketing through Chemdex presencedi
24、stributioncatalogsoverall cost reduced by 15%of revenueIncreased salesdecrease buyer transaction costs will increase demand,Benefits to Suppliers,Benefits to Customers,Increased convenience due to online product inventorymore accurate(updated daily)consolidated(130 suppliers participating)space-savi
25、ng(frees up shelf space in customers offices)comprehensive(five times more products than biggest paper catalog)Lower costsmore efficient ordering/purchasing processtransaction cost reduced from$100 to$10 or$20,Internet Impact Detail,15,PointofView,SCI Evolution(Company Extranets),Description:,Multi-
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