The European e-Business Report The European e ... - empirica

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The European E-Business Report 2005 Although regulation in this field has been welcomed by food industry and consumers’ groups, the requirements issued by the EU are putting pressure on food manufacturers, especially private-label processors. Distribution chains are highly sensitive to their brand protection and are increasingly demanding in this respect. In addition to the legislation, retailers are beginning to roll out RFID (Radio Frequency Identification) mandates to all their suppliers. As far as retailers are concerned, their primary motivation is building customer loyalty and trust. In driving these traceability measures down the supply chain, they are putting into place guarantees that if there is ever a recall, then any problem could be contained quickly. The “total quality” approach that is required to ensure safety along the entire food supply chain can conflict with short-term commercial interests. However, it may even turn into a way for enhancing productivity, reducing operational costs and creating competitive advantage towards intermediate and final customers. This can be achieved through the integration of the companies’ information systems, (e.g. their Enterprise Resource Planning systems – ERPs) with the new track-and-trace technologies, such as the Electronic Product Coding Standards and the RFID tagging. Joint SME initiatives: marketplaces and district portals Escalating brand development costs, the increasing number of distribution channels and price competition are major drivers of competition in the F&B sector. These factors involve tight margins for agricultural and smaller food producers. One of the strategies for SMEs to maintain their competitiveness is to join and participate in virtual markets or in district portals. This way they can exploit the advantages deriving from the use of webbased applications. Joint SME initiatives using ICT applications are an increasing phenomenon. A small or medium enterprise that wants to go online with its business activity can use electronic marketplaces as a reassuring first approach before using their own e-commerce system for entering the global market. In a way, joint SME initiatives are an alternative strategy to the focus on integration along the supply chain. There are two main forms of joint SME initiatives: • A "marketplace" is a meeting place for buyers and sellers on the internet. It offers a range of different web-based services, including directory listings, electronic catalogues for purchasing online, providing exchange services for trading opportunities, and in some cases, full ICT integration through supply chains. A marketplace is mainly a virtual market for B2B companies. • A "District Portal" may have the same characteristics as a marketplace, but in most cases products sold are “typical products” for the respective region or country, such as pasta, wine, oil, cheese or chocolate. District Portals may serve both as a showcase and a virtual marketplace where final consumers can buy products. Many of them allow e-commerce transactions. Case studies and business examples The sector reports on the F&B industry (July / September 2005) contain short case studies and examples of e-business activity in companies from the sector. These 'activity views' support the analysis of both the survey and from desk research, and provide further insight in current e-business trends and developments. Exhibit 2.1-3 summarises the 'activity views' which are featured in more detail in the two reports. 71
The European E-Business Report 2005 Exhibit 2.1-3: E-Business Activity Views featured in the sector studies E-Business Activity Views Country Topics Case study: E-business integration at Ebro Puleva Business example: Sales force automation at Granarolo Case study: ICT supporting horticultural business at Sadpol Business example: Supply chain integration and traceability at Castelcarni Business example: RFID for Supplier Added Value at Beaver Street Fisheries Case study: E-Piim – SMS-based quality feedback system of a dairy cooperative Case study: E-logistic and e- marketing for Paysans.fr Business example: Terrasolis - lesson learned about on-line advertising Case study: Aarstiderne - the organic products challenge Business example: Terrasolis – lesson learned about on-line advertising Business example: Manobi – a creative use of technology for local development in the food sector Business example: Utz Quality Foods – usage of the internet to improve its value chain Business example: Svenska Foder: extended ERP usage Business example: Unilever – e- Ordering of non-production items Business example: Xsag – an e- market for agricultural inputs Spain Italy Poland Italy USA Estonia France Italy Denmark Italy France USA Sweden Netherlands / UK World Example of process optimisation focused on improving efficiency and market position in the food sector Example of an Italian company which moved from traditional sales and distribution to automated management of the sales force Insights into a centralised computer system to monitor and control different phases of production as well as workers’ activity. Information about introducing a quality check label, featuring a statement of the most important checks that have been carried out. Example how RFID solutions can help to meet business challenges in the food & beverages sector. Example of a simple e-business solution, which effectively contributes to enhancing quality control along the value chain. Information about the organization of a new distribution system, which generates new market opportunities and enhances the business power of small-scale producers. Insights into an online-advertising campaign requiring remarkable investments for a micro-company Demonstration of how the introduction of a website and a business system has increased sales by allowing more efficient coordination between the company and its customers. Insights into an Italian online-advertising campaign, which is linked to remarkable investments for a microcompany A free-access SMS market information service used by traders and intermediaries on business trips, helping them to select markets on short notice and to sell their goods more efficiently. An example of an internet-based sales tracking system that monitors sales of company products at each supermarket and point of sale. A Swedish initiative, based on a BizTalk server, enabling the firm to administer its transactions with retailers, customers and subcontractors more efficiently. The main issue of this example is the establishment of a world class supply chain for production and nonproduction items. Insights into an e-marketplace where buyers and sellers trade agricultural inputs such as chemicals, pharmaceutical products and equipment parts. 72
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