Downloads - empirica

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Downloads - empirica

e-Business in the chemical, rubber and plastics industryThe E-Solution conceptIn 2006 BASF revised its strategicapproach by taking the purelytransactional e-commerce a stepfurther to "e-solutions". This concept,summarised by the vision“BASF e-solutions – The easyway to do business”, is closelylinked to the business strategy.Depending on the customer interactionmodels of the differentbusiness units it positions the e-activities very defined in the businesscontext. It defines businesssolutions not IT solutions. Strategicallythe concept translateskey business drivers for growthand efficiency into a comprehensiveset of six e-solutions(see Exhibit 5.2-3).Exhibit 5.2-2: The E-Solution Concept: The customerinteraction model (CIM) defines the e-solutionCIME-Solutionsconsists ofCapabilitiesfacilitated byFunctionalitiesToolsSource: BASF AGExhibit 5.2-3: The six fundamental E-Solutions (to be adjusted according to CustomerInteraction model)Collaborator• Establish new business model toprovide customized solutions inhighly innovative & serviceintensive customer industries• Enable online collaborationDifferentiator• Establish new business model toavoid commoditization and supportdifferentiation• Enable pre- and after sales support,branding, product & service bundlesShape Commoditization• Establish new business model todrive commoditization in industryand press competitors• Enable automatic transactions,transact.pricing and contract mgmt.New Channel• Build up entire additionalstandalone channel• Targets to reach new markets &customers, reduce distributorsor sell excess capacitiesTransactional• Opportunistic usage of e-solutionswithout strategic intention• Targets to improve transactionefficiency, selected applications orfulfill customers IT standardsInfomediary• Establish information channel withlow interaction• Promotion of brands & enhancingcustomers awareness on BASFproducts, services and applications17Source: BASF AGStrictly following the direction “Help our customers to be more successful” the customerinteraction model plays a key role. The six e-solutions mirror certain customer interactionmodels. Based on this a set of nine agreed capabilities which can be fulfilled bycombining functionalities of the IT tools in the background are prioritized and are finallyimplemented in line with the business model. The functionalities comprise far more thanthe pure transactional perspective and include e.g. e-marketing activities, pricing,collaboration and information sharing.142

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