Bài giảng enterprise resource planning chương 4

Enterprise Resource Planning, 1 stEdition by Mary Sumner Chapter 4: ERP Systems: Sales and Marketing... Case: Atlantic Manufacturing• Manufacturer of small motors • Problems with current

Enterprise Resource Planning, 1 st

Edition by Mary Sumner

Chapter 4:

ERP Systems: Sales and Marketing

modules

among business processes

Case: Atlantic Manufacturing

• Manufacturer of small motors

• Problems with current order acquisition,

operations, distribution, and accounting

systems

– Information supplied to sales force inaccurate

– Customers requesting reduced lead times

– Credit system inconsistent, producing collection

problems – Service calls lack warranty information

– Quality control system not integrated

• Competition has eliminated these problems

Sales and Marketing Processes

– Daily activities

• Prospecting, telemarketing, direct mail

– Contact management

• Databases, lists

– Sales order processing system

– POS systems

Sales Management Control

Processes

• Designed to allocate resources to achieve

maximum revenues

• Decisions made on analysis of sales

– Analysis of revenues against benchmarks

– Listing of most profitable products, sorted by territory and

salesperson – Software often used

• Allows for quicker analysis

• Able to identify trends

• Analyze salesperson performance

• Identifies both strong and weak products

• Can signal potential shortfalls or excesses in stock levels

Additional Sales Management

Applications

• Sales forecasting

– Predicts trends

– Determine customers’ needs in different market

segments – Based on sales history, customer demands,

demographic trend, competitor information

• Advertising

– Identifies channels that will be most effective

• Product pricing

– Decision supported by pricing models

– Examines CPI, expected consumer disposable

income, production volumes, labor costs, costs of raw materials

Sales and Marketing Modules

• ERP systems differ from traditional systems

– Allow for integrated marketing support systems

– Provide integrated CRM software

– Identify sales prospects

– Process orders

– Manage inventory

– Arrange deliveries

– Handle billing

– Process payments

– Standard codes and documents

– Common database

– Provides audit trail

– Allows for data Integration

• Front-end interface with customer to sales and

marketing

• Comprehensive approach

• Developed from sales force automation software

• Provides sales force with management tools

• Needs an underlying Sales and Marketing ERP

module for operational-level data

• CRM data accessible through data warehouse

Integration with Modules

– Controlling

– Financial Accounting

Featured Article: Staples and

Integrated ERP

• How is technology helping Staples achieve a

competitive advantage?

– Customers want full range of services

• Consistent

• Seamless

• Connected to e-commerce web site

– POS system, order management system, supply chain

• Access information about products and services

• View inventory

• Build PCs to order

– Multiple channel shoppers have greatly increased lifetime

value – Acquired Quill

• Implemented an integration level to connect two disparate

systems

Featured Article: Staples and

Integrated ERP, continued

• Reduced number of direct linkages

– Standardized systems

• Web services

– Team review of systems, users, needs

• The sales and marketing modules for ERP

systems are designed to support the sales order processing systems, control daily

activities like prospecting, and manage

contacts.

• This system produces sales forecasting,

identifies advertising channels, and helps to maintain competitive pricing scales.

• The CRM module serves as a front-end

interface between the customer and the

sales and marketing departments.