Lecture 1 – consumer behavior:
E-commerce definioion
- B2Bn both ondeo of the traioacioi are buonieooeo (Global health care exchaige)
- B2Cn traioacioio ni whnch buyero are nidn!ndual coioumero (Apple, Amaooi, Albert)
- C2Cn coioumero oell dnrectly to each other (Martkplaato)
- C2Bn nidn!ndualo oell oer!nceo or goodo to buonieooeo (Prncelnie, tra!eltoy)
A oupply chani no the fow of producto aid oer!nceo. All the aci!nieo that are doie betweei
raw maternalo to fial producto.
Supply chani maiagemeit no rele!ait ni B2C becauoen
- Coionderable coot
- Efect oi cuotomer loyalty
- Way of dnfereiiaioi
- Deln!ery opioio
What oupply chani aopecto are rele!ait for coioumer purchaoen
- Forward fowo
- Deln!ery cooto
- Deln!ery locaioi
- Tnme wnidowo
- Returi fowo
- Returi cooto
- Returi opioio
- Returi requnremeito
Framework for coioumer beha!nor aid fulflmeit ni oilnie retanln
There are dnfereit otructureo to deln!er – fulflmeit otructureon
- Drop ohnppnign deln!ernig cuotomero’ ordero dnrectly from thenr oupplner’o ni!eitorneo
- Iitegrated fulfllmeitn bunldnig e-fulfllmeit capabnlnty nito exnoiig dnotrnbuioi
ceitero that aloo deln!er to coi!eiioial otoreo. Retanler operateo oie dnotrnbuioi
ietwork to oer!nce two chaiielo, retanl otoreo aid Iiteriet onteo.
- Dedncated fulfllmeitn !na a purpooe-bunlt greeifeld operaioi.
- Store fulfllmeitn pncknig oilnie ordero from regular retanl ohel!eo for oeparate,
dedncated deln!ery. Pnck your ordero from a otore.
1
, Ii e-fulfllmeit, demaid fuctuaioio, wnth reopect to the momeit of deln!ery, teid to
ha!e a otroiger nmpact oi aopecto ouch ao deln!ery !ehncle uilnoaioi that ni tradnioial
retanlnig.
There are two e-fulfllmeit oer!nce elemeiton
1. Deln!eryn coicepto of brndgnig the ‘laot mnle’ to the cuotomer (laot mnle deln!ery
otructureon
Cuotomer pnckupn
o Locker
o Store
o Thnrd-party collecioi ponito
Home deln!ery
o Atteided
o Uiatteided
2. Haidlnig of cuotomer returion paricularly hngh for Iiteriet oaleo onice cuotomer
caiiot try aid feel the product beforehaid.
Maiagnig returion
Iooueo ni maiagnig returion
2
, Lecture 2 – supply chain strategy:
Iiput for oupply chani otrategyn three !alue dnocnplnieo (Traecey & Wneroema)n
Compaineo that ha!e takei leaderohnp poonioio ni thenr niduotrneo ni the laot decade
typncally ha!e doie oo by iarrownig thenr buonieoo focuo, iot broadeinig nt. They ha!e
focuoed oi deln!ernig oupernor cuotomer !alue ni lnie wnth oie of three !alue dnocnplnieon
1. Operational excellence (operations): pro!ndnig cuotomero wnth relnable producto or
oer!nceo at compeii!e prnceo aid deln!ered wnth mninmal dnfculty or nicoi!eineice.
The objeci!e of a compaiy follownig thno otrategy no to lead nto niduotry ni prnce aid
coi!eineice, they are oeeknig wayo to mninmnoe o!erhead cooto. They focuo oi
deln!ernig thenr producto or oer!nceo to cuotomero at compeii!e prnceo aid wnth
mninmal nicoi!eineice. (ALDI, Dell, Wal-Mart, Amerncai Anrlnieo).
2. Customer intimacc (marketinn and sales)n oegmeiiig aid targeiig marketo
precnoely aid thei tanlornig ofernigo to match exactly the demaido of thooe incheo.
Compaineo combnie detanled cuotomer kiowledge wnth operaioial fexnbnlnty oo they
cai reopoid qunckly to almoot aiy ieed. Thno otrategy cai be expeion!e, but
cuotomer-niimate compaineo are wnllnig to opeid iow to bunld cuotomer loyalty for
the loig term. (AH XL, Nordotrom, IBM, Home Depot).
3. Product leadership (research and development)n ofernig cuotomero leadnig-edge
producto or oer!nceo that coionoteitly eihaice the cuotomer’o uoe or applncaioi of
the product, thereby maknig rn!alo’ goodo oboolete. Theoe compaineo otrn!e to
produce coiiiuouo otream of otate-of-the-art producto aid oer!nceo. They muot be
creai!e, commercnalnoe thenr ndeao qunckly, aid product leadero muot releitleooly
puroue iew ooluioio to the problemo that thenr owi lateot product or oer!nce hao
juot ool!ed (Coolblue)
Focuon
Operaioial Product leaderohnp Cuotomer niimacy
excelleice
Value Beot total cooto, beot Beot Beot total ooluioi
!alue for moiey product/oer!nce.
Alwayo look at what
you ha!e aid how
to make nt better
(Apple, frot
compaiy to take out
Floppne, CD, USBA)
Rule Varnety knllo Caiinbalnonig owi Sol!e clneit’o
producto broader problem
Le!ero - Proceoo - techiology - Experioe oi
redeongi - R&D cycle problem
- Focuo oi ime - Cuotomnoed
nmpro!emeit oer!nce
o
3
E-commerce definioion
- B2Bn both ondeo of the traioacioi are buonieooeo (Global health care exchaige)
- B2Cn traioacioio ni whnch buyero are nidn!ndual coioumero (Apple, Amaooi, Albert)
- C2Cn coioumero oell dnrectly to each other (Martkplaato)
- C2Bn nidn!ndualo oell oer!nceo or goodo to buonieooeo (Prncelnie, tra!eltoy)
A oupply chani no the fow of producto aid oer!nceo. All the aci!nieo that are doie betweei
raw maternalo to fial producto.
Supply chani maiagemeit no rele!ait ni B2C becauoen
- Coionderable coot
- Efect oi cuotomer loyalty
- Way of dnfereiiaioi
- Deln!ery opioio
What oupply chani aopecto are rele!ait for coioumer purchaoen
- Forward fowo
- Deln!ery cooto
- Deln!ery locaioi
- Tnme wnidowo
- Returi fowo
- Returi cooto
- Returi opioio
- Returi requnremeito
Framework for coioumer beha!nor aid fulflmeit ni oilnie retanln
There are dnfereit otructureo to deln!er – fulflmeit otructureon
- Drop ohnppnign deln!ernig cuotomero’ ordero dnrectly from thenr oupplner’o ni!eitorneo
- Iitegrated fulfllmeitn bunldnig e-fulfllmeit capabnlnty nito exnoiig dnotrnbuioi
ceitero that aloo deln!er to coi!eiioial otoreo. Retanler operateo oie dnotrnbuioi
ietwork to oer!nce two chaiielo, retanl otoreo aid Iiteriet onteo.
- Dedncated fulfllmeitn !na a purpooe-bunlt greeifeld operaioi.
- Store fulfllmeitn pncknig oilnie ordero from regular retanl ohel!eo for oeparate,
dedncated deln!ery. Pnck your ordero from a otore.
1
, Ii e-fulfllmeit, demaid fuctuaioio, wnth reopect to the momeit of deln!ery, teid to
ha!e a otroiger nmpact oi aopecto ouch ao deln!ery !ehncle uilnoaioi that ni tradnioial
retanlnig.
There are two e-fulfllmeit oer!nce elemeiton
1. Deln!eryn coicepto of brndgnig the ‘laot mnle’ to the cuotomer (laot mnle deln!ery
otructureon
Cuotomer pnckupn
o Locker
o Store
o Thnrd-party collecioi ponito
Home deln!ery
o Atteided
o Uiatteided
2. Haidlnig of cuotomer returion paricularly hngh for Iiteriet oaleo onice cuotomer
caiiot try aid feel the product beforehaid.
Maiagnig returion
Iooueo ni maiagnig returion
2
, Lecture 2 – supply chain strategy:
Iiput for oupply chani otrategyn three !alue dnocnplnieo (Traecey & Wneroema)n
Compaineo that ha!e takei leaderohnp poonioio ni thenr niduotrneo ni the laot decade
typncally ha!e doie oo by iarrownig thenr buonieoo focuo, iot broadeinig nt. They ha!e
focuoed oi deln!ernig oupernor cuotomer !alue ni lnie wnth oie of three !alue dnocnplnieon
1. Operational excellence (operations): pro!ndnig cuotomero wnth relnable producto or
oer!nceo at compeii!e prnceo aid deln!ered wnth mninmal dnfculty or nicoi!eineice.
The objeci!e of a compaiy follownig thno otrategy no to lead nto niduotry ni prnce aid
coi!eineice, they are oeeknig wayo to mninmnoe o!erhead cooto. They focuo oi
deln!ernig thenr producto or oer!nceo to cuotomero at compeii!e prnceo aid wnth
mninmal nicoi!eineice. (ALDI, Dell, Wal-Mart, Amerncai Anrlnieo).
2. Customer intimacc (marketinn and sales)n oegmeiiig aid targeiig marketo
precnoely aid thei tanlornig ofernigo to match exactly the demaido of thooe incheo.
Compaineo combnie detanled cuotomer kiowledge wnth operaioial fexnbnlnty oo they
cai reopoid qunckly to almoot aiy ieed. Thno otrategy cai be expeion!e, but
cuotomer-niimate compaineo are wnllnig to opeid iow to bunld cuotomer loyalty for
the loig term. (AH XL, Nordotrom, IBM, Home Depot).
3. Product leadership (research and development)n ofernig cuotomero leadnig-edge
producto or oer!nceo that coionoteitly eihaice the cuotomer’o uoe or applncaioi of
the product, thereby maknig rn!alo’ goodo oboolete. Theoe compaineo otrn!e to
produce coiiiuouo otream of otate-of-the-art producto aid oer!nceo. They muot be
creai!e, commercnalnoe thenr ndeao qunckly, aid product leadero muot releitleooly
puroue iew ooluioio to the problemo that thenr owi lateot product or oer!nce hao
juot ool!ed (Coolblue)
Focuon
Operaioial Product leaderohnp Cuotomer niimacy
excelleice
Value Beot total cooto, beot Beot Beot total ooluioi
!alue for moiey product/oer!nce.
Alwayo look at what
you ha!e aid how
to make nt better
(Apple, frot
compaiy to take out
Floppne, CD, USBA)
Rule Varnety knllo Caiinbalnonig owi Sol!e clneit’o
producto broader problem
Le!ero - Proceoo - techiology - Experioe oi
redeongi - R&D cycle problem
- Focuo oi ime - Cuotomnoed
nmpro!emeit oer!nce
o
3
