Transcript 2. KSI

Chapter 2
COMPETING WITH INFORMATION
TECHNOLOGY
TUJUAN
1.
3.
Konsep Sistem Informasi
2.
Mengidentifikasi strategi kompetitif dasar
dan menjelaskan bagaimana bisnis
dapatmenggunakan IT
untuk menghadapi kekuatan kompetitif yang
dihadapinya.
Mengidentifikasi menggunakan beberapa strategi
TI dan memberikan contoh bagaimana mereka
memberikan keunggulan kompetitif untuk bisnis.
Memberikan contoh bagaimana rekayasa ulang
proses bisnis sering melibatkan penggunaan
strategi TI.
2
TUJUAN (CONT’D)
4.
Konsep Sistem Informasi
5.
Mengidentifikasi nilai bisnis menggunakan
teknologi internet untuk menjadi pesaing tangkas
atau membentuk perusahaan virtual.
Menjelaskan bagaimana pengetahuan sistem
manajemen dapat membantu sebuah bisnis
mendapatkan keuntungan strategis.
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CASE 1: FEDEX CORPORATION: INVESTASI TI
UNTUK KEUNGGULAN KOMPETITIF




Konsep Sistem Informasi

FedEx dan perusahaan lain banyak yang tahu bahwa
manajemen yang tepat dan penggunaan teknologi
informasi dapat memberikan keunggulan kompetitif.
TI mereka telah menghubungkan 39 hub di seluruh dunia
dengan 677 pesawat terbang, lebih dari
90.000 kendaraan, dan lebih
dari 200.000 karyawan mengirimkan 6 juta paket per
hari di 220 negara.
FedEx menghabiskan lebih dari $1 milyar pada TI setiap
tahun.
FedEx lebih memfokuskan pada pendapatan,
teknologi kepuasan pelanggan daripada
teknologi operasional.
FedEx cenderung sebagai innovator daripada pengikut
pada aplikasi TI.
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PERTANYAAN:
1.
Konsep Sistem Informasi
2.
Bagaimana strategi investasi TI dan fokus
FedEx dan pesaing utamanya UPS berdeda?
Perusahaan mana yang mempunyai strategi
yang lebih baik? Mengapa?
Apakah strategi TI FedEx’s “move,
communicate, and shoot” bagus untuk kompetisi
persaingan dengan UPS? Mengapa? Apakah hal
tersebut merupakan contoh yang bagus dari
strategi kompetisi untuk tipe perusahaan yang
lain?
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PERTANYAAN:
3.
Konsep Sistem Informasi
Carter CIO FedEx mengataan bahwa
perusahaannya saat ini sedang dalam business
of engineering time. Apakah hal tersebut
gambaran yang business yang bagus untuk
FedEx? Mengapa? Seberapa penting TI untuk
pengertian bisnis dari FedEx? Gunakan contoh
kasus untuk menggambarkan jawaban Anda.
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REAL WORLD INTERNET ACTIVITY

Konsep Sistem Informasi
Gunakan Internet untuk
membandingkan status FedEx, UPS, dan
DHL dalam hal pendapatan, profitabilitas,
paket dikirimkan, dan ukuran lain kesuksesan
bisnis. Siapa yang memenangkan
pertempuran kompetitif? Mengapa?
1.
Simak apa yang pe-bisnis komentator dan analis
keuangan melaporkan di Web untuk
membantuAnda menjawab.
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REAL WORLD GROUP ACTIVITY


Konsep Sistem Informasi
Gunakan Internet untuk menemukan lebih lanjut
tentang bagaimana FedEx terlibat dalam
pertempuran perang melawan teror, berdasarkan
apa yang dilaporkan dalam kasus ini.
2.
Misalnya, FedEx telah membuat
beberapa pengungkapan kontroversial dari informasi
pelanggan untuk badan-badan intelijen.
Diskusikan tanggung jawab perusahaan FedEx untuk
membantu dalam perang melawan teror sekaligus
melindungi privasi pelanggan, serta masalah lain
yang ditemukan dalampenelitian Anda.
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STRATEGIC IT
Teknologi tidak lagi ketinggalan jaman dalam
pembentukan strategi bisnis, tetapi sebegai
pemicu dan pengendali.
 IT dapat merubah cara bersaing dalam bisnis.
 Strategi system information adalah

Konsep Sistem Informasi
Any kind of information system
 That uses IT to help an organization

Gain a competitive advantage
 Reduce a competitive disadvantage
 Or meet other strategic enterprise objectives

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COMPETITIVE FORCES AND STRATEGIES
Konsep Sistem Informasi
10
COMPETITIVE FORCES

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Persaingan dari pesaing dalam industri
Ancaman pendatang baru ke dalam
industri dan pasarnya
Ancaman yang ditimbulkan oleh produk
pengganti yang mungkin merebut pangsa pasar
Kekuatan customer
Kekuatan suppliers
Konsep Sistem Informasi
Jika bisnis yang ingin berhasil harus
mengembangkan strategi untuk
melawan kekuatan-kekuatan :
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FIVE COMPETITIVE STRATEGIES

Cost Leadership
Become low-cost producers
 Help suppliers or customers reduce costs
 Increase cost to competitors
 Example, Priceline uses online seller bidding so
buyer sets the price

Differentiation Strategy
Konsep Sistem Informasi

Develop ways to differentiate a firm’s products from
its competitors
 Can focus on particular segment or niche of market
 Example, Moen uses online customer design

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COMPETITIVE STRATEGIES (CONT.)

Innovation Strategy

Find new ways of doing business


Example, Amazon uses online full-service customer
systems
Growth Strategy




Expand company’s capacity to produce
Expand into global markets
Diversify into new products or services
Example, Wal-Mart uses merchandise ordering by
global satellite tracking
Konsep Sistem Informasi
Unique products or services
 Or unique markets
 Radical changes to business processes to alter the
fundamental structure of an industry

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COMPETITIVE STRATEGIES (CONT.)

Alliance Strategy

Establish linkages and alliances with
Customers, suppliers, competitors, consultants and other
companies
Includes mergers, acquisitions, joint ventures, virtual
companies
 Example, Wal-Mart uses automatic inventory
replenishment by supplier

Konsep Sistem Informasi

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USING THESE STRATEGIES
The strategies are not mutually exclusive
 Organizations use one, some or all

Konsep Sistem Informasi
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USING IT FOR THESE STRATEGIES
Konsep Sistem Informasi
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OTHER COMPETITIVE STRATEGIES

Lock in customers and suppliers
And lock out competitors
 Deter them from switching to competitors
 Build in switching costs
 Make customers and suppliers dependent on the use
of innovative IS

Barriers to entry
Konsep Sistem Informasi

Discourage or delay other companies from entering
market
 Increase the technology or investment needed to
enter

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OTHER COMPETITIVE STRATEGIES (CONT.)

Include IT components in products

Leverage investment in IT

Develop new products or services not possible
without IT
Konsep Sistem Informasi

Makes substituting competing products more difficult
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CUSTOMER-FOCUSED BUSINESS

What is the business value in being customerfocused?

Konsep Sistem Informasi
Keep customers loyal
 Anticipate their future needs
 Respond to customer concerns
 Provide top-quality customer service

Focus on customer value

Quality not price has become primary determinant of
value
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HOW CAN WE PROVIDE CUSTOMER
VALUE?
Track individual preferences
 Keep up with market trends
 Supply products, services and information
anytime, anywhere
 Provide customer services tailored to individual
needs
 Use Customer Relationship Management (CRM)
systems to focus on customer

Konsep Sistem Informasi
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BUILDING CUSTOMER VALUE USING THE
INTERNET
Konsep Sistem Informasi
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VALUE CHAIN
View the firm as a chain of basic activities that
add value to its products and services
 Activities are either


Konsep Sistem Informasi
Primary processes directly related to manufacturing
or delivering products
 Support processes help support the day-to-day
running of the firm and indirectly contribute to
products or services

Use the value chain to highlight where competitive
strategies can best be applied to add the most
value
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USING IS IN THE VALUE CHAIN
Konsep Sistem Informasi
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CASE 2: GE ENERGY AND GE HEALTHCARE:
USING IT TO CREATE STRATEGIC CUSTOMER
RELATIONSHIPS
Networking and data storage & analysis
technologies enable companies like GE to gain a
competitive advantage by providing unique
products and services to their customers.
 This strategic investment in IT has a dramatic
effect on the profitability of GE’s services.
 The strategic business partnership results in a
longer-term relationship than traditional methods.

Konsep Sistem Informasi
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CASE STUDY QUESTIONS
1.
Konsep Sistem Informasi
2.
What are the business benefits of using
information technology to build strategic
customer relationships for GE Energy and GE
Healthcare? What are the business benefits for
their customers?
What strategic uses of information technology
discussed in this chapter and summarized in
Figures 2.3 and 2.5 do you see implemented in
this case? Explain the reasons for your choices.
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CASE STUDY QUESTIONS
3.
Konsep Sistem Informasi
How could other companies benefit from the use
of IT to build strategic customer relationships?
Provide or propose several examples of such
uses. Explain how each benefits the business and
its customers.
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REAL WORLD INTERNET ACTIVITY
1.
Konsep Sistem Informasi
2.
Use the Internet to discover if GE Energy and
GE Healthcare are expanding or strengthening
their uses of IT to build strategic customer
relationships. What benefits are they gaining for
themselves and claiming for their customers?
Use the Internet to discover other companies
whose products are networked, monitored,
diagnosed, and managed at customers’ sites like
the GE companies in this case. Alternatively,
choose other companies you can research on the
Internet and propose several ways they could
implement and benefit from similar uses of
information technology.
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REAL WORLD GROUP ACTIVITY

Discuss the rationale for these concerns and what
measures both the business and GE could take to
reduce any security threats and improve a
customer’s secure control of the business assets it
obtains from GE.
Konsep Sistem Informasi
What business control and security concerns
might a business customer have with the extent
of its dependency on GE for the use and
maintenance of assets that are vital to the
operation of the business?
3.
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BUSINESS PROCESS REENGINEERING

Called BPR or Reengineering
Fundamental rethinking and radical redesign
 Of business processes
 To achieve improvements in cost, quality, speed and
service

Konsep Sistem Informasi
Potential payback high
 Risk of failure is also high

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HOW BPR DIFFERS FROM BUSINESS
IMPROVEMENT
Konsep Sistem Informasi
30
A CROSS-FUNCTIONAL PROCESS
Konsep Sistem Informasi
31
REENGINEERING ORDER MANAGEMENT
Konsep Sistem Informasi
32
AGILITY

Agility is the ability of a company to prosper
In a rapidly changing, continually fragmenting
 Global market for high-quality, high-performance,
customer-configured products and services

An agile company can make a profit with
Broad product ranges
 Short model lifetimes
 Mass customization


Konsep Sistem Informasi

Individual products in large volumes
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FOUR STRATEGIES FOR AGILITY
Konsep Sistem Informasi
An agile company:
 Provides products as solutions to their customers’
individual problems
 Cooperates with customers, suppliers and
competitors to bring products to market as quickly
and cost-effectively as possible
 Organizes so that it thrives on change and
uncertainty
 Leverages the impact of its people and the
knowledge they possess
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HOW IT HELPS A COMPANY BE AGILE
Konsep Sistem Informasi
35
VIRTUAL COMPANY

A virtual company uses IT to link
People,
 Organizations,
 Assets,
 And ideas

Creates interenterprise information systems

Konsep Sistem Informasi

to link customers, suppliers, subcontractors and
competitors
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A VIRTUAL COMPANY
Konsep Sistem Informasi
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STRATEGIES OF VIRTUAL COMPANIES
Konsep Sistem Informasi
38
KNOWLEDGE CREATION

Knowledge-creating company or learning
organization
Konsep Sistem Informasi
Consistently creates new business knowledge
 Disseminates it throughout the company
 And builds in the new knowledge into its products
and services

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TWO KINDS OF KNOWLEDGE

Explicit knowledge

Tacit knowledge


The “how-to” knowledge which reside in workers’
minds
A knowledge-creating company makes such tacit
knowledge available to others
Konsep Sistem Informasi

Data, documents and things written down or stored
on computers
40
KNOWLEDGE ISSUES
What is the problem with organizational
knowledge being tacit?
 Why are incentives to share this knowledge
needed?

Konsep Sistem Informasi
41
KNOWLEDGE MANAGEMENT TECHNIQUES
Konsep Sistem Informasi
42
Source: Adapted from Marc Rosenberg, e-Learning: Strategies for Delivering Knowledge in the Digital Age
(New York: McGraw-Hill, 2001), p.70.
KNOWLEDGE MANAGEMENT SYSTEMS
(KMS)
KMS manage organizational learning and
business know-how
 Goal:

Konsep Sistem Informasi
Help knowledge workers to create, organize, and
make available knowledge
 Whenever and wherever it’s needed in an
organization

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CASE 3: GE, DELL, INTEL, GM, AND OTHERS:
DEBATING THE COMPETITIVE ADVANTAGE OF IT
Nicholas Carr argues that IT is infrastructure like
electricity
 Too commonplace to get competitive advantage


Yes:
Konsep Sistem Informasi
Does IT matter?
 No:
IT is not just networks and computers
 The important part is the software and information
and how IT is used
 For Wal-Mart, GE, Dell, and many other companies,
IT is a huge advantage and will continue to be.

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CASE STUDY QUESTIONS
1.
3.
Konsep Sistem Informasi
2.
Do you agree with the argument made by
Nicholas Carr to support his position that IT no
longer gives companies a competitive advantage?
Why or why not?
Do you agree with the argument made by the
business leaders in this case in support of the
competitive advantage that IT can provide to a
business? Why or why not?
What are several ways that IT could provide a
competitive advantage to a business? Use some
of the companies mentioned in this case as
examples. Visit their Web sites to gather more
information to help you answer.
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REAL WORLD INTERNET ACTIVITY
1.
Konsep Sistem Informasi
Nicholas Carr’s article created a storm of debate
that is still raging. Using the Internet, see if you
can find Carr’s original article. Also, try to find
some more opinions for and against Carr’s
arguments beyond those provided in the case.
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REAL WORLD GROUP ACTIVITY
2.
Konsep Sistem Informasi
The core of Carr’s arguments has some
significant implications for businesses. Discuss
your opinion of Carr’s arguments. What are
some of the implications of the argument that
come to mind? How might they serve to change
the way we use computers to support corporate
strategy?
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