Transcript 3rd PMM - unisa.it

G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
IRG test case
business scenario
IMBAL CENTER is a family owned company, located in the South
of Italy and involved in the production and management of wood
packaging. It offers to its customers innovative value added
services such as:
– the management of the empty packages,
– the withdrawal and recovery of the already used packaging,
– the design of customised pallets according to the customer’s
specific needs for the revision and reengineering of logistic
processes.
According to this approach the main strategy that Imbal Center is
trying to pursue is to differentiate its offer towards the final
customer: in fact products are not very complex and therefore
margins not very high, moreover competitors pressures always
stimulate the management to increase the internal efficiency in
order to stay in the market.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
–
IMBC EE main players
–
–
FBR which is mainly involved in the production of wood
straight bobbin for telecommunications cable. This line of
product, together with specific semi finished products, are
responsible for the 70-80% of the turnover, whereas the
remaining 30% derives from the selling of wood product. The
straight bobbin market is characterised by a low number of
competitors and a cyclic trend, this is the reason by which the
company is very interested to leverage on semi finished
products (all the items for straight bobbin assembling) in order
to have a higher number of potential customer. This company
has a stable relationship with Imbal Center, offering specific
services for the procurement of raw materials mainly from
European countries (Germany and Austria) and selling some
wooden parts.
CED Romano mainly involved in the administrative and
financial services, is a long term partner of Imbal Center.
LGM recently joined, it offers commercial services and specific
support in the suppliers selection and rating.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
–
Imbal Center shares information on
production schedule and available
inventory with FBR, integrating the eprocurement process.
–
Supplies procurement lead time ranges
from three to six months, so the
integration of this process enable Imbal
Center to reach relevant benefit.
–
FBR, thanks to the long term
experience in this industry, has a wide
knowledge of the sourcing market which
implies a significant efficiency during
the purchasing process.
–
High quality intra extended enterprise
processes are enabled by the
certification ISO 9000 reached by all the
member.
SERVICE
SERVICEON
ONPARTS
PARTS
RAW
RAWMATERIALS
MATERIALS
OPERATIVE
OPERATIVE
PROCESSES
PROCESSES
COMMERCIAL
COMMERCIAL
SERVICES
SERVICES
ADMINISTRATIVE
ADMINISTRATIVE&
&
FINANCIAL
FINANCIALSERVICES
SERVICES
IMBAL CENTER
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
INFRASTRUCTURE
INFRASTRUCTURE&
&
TELCO
TELCOCOMPANIES
COMPANIES
LEEM
FBR
CED ROMANO
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
–
Problems and benefit
–
Most of the IMBAL CENTER customers, are big player of the infrastructure
and Telco industries, so one of the problems that the company faces is the
high flexibility requested and the following punctuality of the deliveries. This
issue is now faced by defining carefully the size of the available inventories
and at the same time trying to ask the customers for a plan of their needs.
It is in the intension of the management to start a closer collaboration with
some first level customers in order to share information on production plan.
In particular Imbal Center is now setting up a project with one of the main
customer for remote inventory management: it is trying to become the sole
supplier of wood packaging and therefore manage for this customer the
inventory of all the items of delivered products. This could allow Imbal
Center to considerably increase its own turnover (because this potential
agreement means higher quantity of sold products) offering added value
services, the remote inventory control, enabled by a direct electronic
connection with this customer.
Within the EE, even if the ICT equipment is not the state of the art,
information on administrative and financials issues are shared by using a
simply but effective mini ERP, which has been now enriched by adding
several modules dealing with operations/production. The locations (all
these SMEs are in the same industrial district) of these SMEs allows
frequent face to face meeting useful to increase the internal collaboration.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
–
Strategy and goals for
the future
–
–
Synergy on the supplier’s side (FBR purchasing process allows high savings)
customers delivery of final products are shared) gives high benefit, whereas on the
customer’s side, even if specific value added services are available, there is not a
structured approach within the EE.
In fact the two companies which are involved in the operative processes are now
defining a unique selling proposition in order to have a wider and completed products
portfolio, being the product they offer to the market complementary and made by the
same raw materials. In order to offer the customer value added services on the web the
two companies are intentioned to modify their own web sites, with the creation of a
single enterprise portal allowing automated orders entry and catalogue browsing by the
customers.
These projects (Imbal Center is intentioned to implement) represent an opportunity but
at the same time a threat:
•
•
–
–
an opportunity because the management see the importance of the e-business solutions in
order to support the differentiation strategy they are carrying on;
a threat because of the high amount of funds requested by these projects.
They are therefore interested to take part in the e-volution project in order to receive a
deep knowledge of e-business strategy methodology which can contribute to validate or
not the management ideas about the e-solutions they are interested to implement. In
fact the identified projects (the potential e-solution that aim to support the business) are
not the outcomes of a structured approach but of an imitative strategy that not always
become the winning strategy.
The possibility to test a web based tool supporting strategic decision within the EE,
represents another important reason that convinced Imbal Center to join, few months
ago, the IRG groups and now to participate in e-volution project as test case in order to
apply the principles of a collaborative e-business strategy.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
– Defining Products and Market areas
–
Data about PM areas are
inserted in the MM software;
–
The manager Romano, among
the
PM areas available,
chooses:
–
•
Consumer - wood pallet
•
Food – wood pallet
The selected check box identify
the PM areas chosen: the ones
on which the PM assessment
analysis will be carried on.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
– PM Matrix data
–
Financial data about the
two chosen PM areas
are displayed in matrix
for a synthetic view;
•
Turnover
•
Contribution Margin
•
Contribution Ratio
Financial figures for the
Consumer Market as a
whole;
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
– EE position visualisation
–
–
The Questionnaires’ answers provides by the manager
Romano allows to identify a specific position on the
matrix aside:
•
Wood Pallet-Food, the violet bubble;
•
Wood Pallet-consumer, the red bubble;
The table in the bottom provides details for each PM
areas: the competitive assessment represents the
bubble’s abscissa, whereas the attractiveness identify
the vertical position of the bubble.
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
– Sensitivity analysis matrix
–
The feedbacks received by Imbal
Center led UNISA to implement
the
Sensitivity
Analysis:
questions related with the Wood
Pallet - Consumer PM area were
modified in order to analyse the
impact on the bubble position
inside the matrix;
–
The starting point of the PM area
is in the “stay on the current
position” area whereas the
arriving point is in the “invest in
order to increase the market
share” area;
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
G1RD-CT-2002-00698 e-Volution II
WP4 IRG test cases – Imbal Center (Italy)
– Intermediate OT Analysis data insert
–
At the end of the PM
assessment analysis the
manager
can
insert
intermediate
opportunities
and threats for the PM areas
under consideration:
•
Products
sold
are
not
complex, therefore it is easy
to enter the business (low
enter barriers);
•
Low margins on products:
seen from customers as a
commodity;
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)