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0 Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 1 Der Bayer-Konzern im Überblick 140 Länder 120.400 Mitarbeiter Umsatz 27,3 Mrd. EURO 10.000 Verkaufsprodukte F+EAusgaben 2,3 Mrd. EUR Stand 1999 Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 2 Die Bayer Arbeitsgebiete Gesundheit Landwirtschaft Polymere Chemie Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 3 Scope of eCommerce Customer focus Marketplaces GB1 GB2 GB3 GB4 Automobile producers 1st Tier 2nd Tier 3rd Tier OEM Systemintegrators Manufacturers of Components and Parts Raw Material Producer (Bayer) Partnership Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 4 We must capitalize on our assets! Assets Use our assets to achieve Knowledge of Customers Efficient Processes customer benefit • improved more efficient processes Worldwide Logistics • higher turnover Technological Know-How Qualified Employees Brand Name Value optimized and standardized transactions better use of know-how internally and externally • larger marketshare improved customer service • more profit online use of brand image Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 5 From „Quick Win“ to „eCulture“ Vision ‘‘eBayer“ Change Management Beginning •Quick wins •New business models •Innovative method of working •To attract eC employees 3–9 months •Cultivate allembracing/ unconventional approach •Internal networking •eC-Rollout within group In 9–18 months •Profitable projects •Stronger market and customer orientation •A well established eC entrepreneurial culture After 18 months Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 6 Bayer eCommerce Network VS VA-ML eC LA Co-ordination with KS eC PMB Corporate sectors (CS) IS eC Coordinator in BG KP-AKV RP UK UR Countries PH CC DS PF TG KA KU LS PU FS CH SP HR ST WW BE PS ZL ZT ZF WV Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 7 eC - Areas of responsibility VA-ML • • • • Establish eC strategies and principles Committment to provide sufficient resources Give priority to important overlapping projects Check periodically if eC projects meet economic aims • Decide on eC strategies, eC rules and standards (incl. eCommerce LA* internet presence) (to be submitted by KS eC) • Initiate and prioritise overlapping projects Chairmanship: W.Spinner (Chairman VA-ML) Balkema, Cullen, Fink, Koemm, Läpple, Plumpe, Römer, Springer, Wienkenhöver (to be submitted by KS eC) • Justify Corporate Sector‘s (CS) eC project portfolio and check progress periodically • Promote exchange of information among CSs Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 8 eC - Areas of responsibility • Responsible for defining and carrying out respective eCommerce strategies and projects CSs • In co-operation with KS eC set priorities for and supervise carrying out of projects eCommerce Coordinator within the CSs • • • • • Main contact person for eCommerce in CS Improve eC competence within CS Identification of business opportunities Initiate projects Co-ordination of eCommerce activities within CS Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 9 eC - Areas of responsibility • Service for CSs KS eCommerce - Establishment of centres of competence for core areas and processes - One contact person for CSs and regions/countries (permanent) • Leadership function for Group and Board of Management - Policy competence in core questions - (Internet, standardised CRM concepts etc.) Information and advice for the Board of Management Creation of information infrastructure (databases etc.) • Communication - Marketing of worldwide group eC activities in the media - Intensify internal Communication • Business Development - Responsibility for CS overlapping projects und projects - without a CS owner Pre-selection and piloting of eC partnerships Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 10 Centers of expertise within KS eCommerce Make optimal use of customer information Core tasks eCRM Communication strategy, advertising Internet branding Centers of expertise KS eCommerce Web-based technology Leaner processes through the Internet Markets Develop and spread strategies worldwide Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 11 We have achieved a lot! Research Procurement PreSales Request Price/ Order Order Process Delivery AdvancedLeather Solut.ForPaper SP CH Custome r Feedbac k After Sales AdvancedLeather Solut.ForPaper . Elemica.com PU BayerOne LS TG Chemplorer Chemconnect PF ChemMatch KU Yet2.com KA Borchers.com ElastomerSolutions.com Solutions @Bayer Value Bayer Health Village CC Omnexus PH Solutions @Bayer Value Advantage.com Bayer Health Village Bayer direct DS ZF/ZT BE Diabetes 1 to 1 Diabetes 1 to 1 = Share in producer consortiums = Key Account Portals = Own e-ventures = Stake in e-ventures