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Developing Capabilities to Use Information Strategically

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Primary argument Can businesses utilize IT as a means to achieve an advantage ... competitive advantage over the competition (UPS, DHL) because of its technology? ... – PowerPoint PPT presentation

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Title: Developing Capabilities to Use Information Strategically


1
Developing Capabilities to Use Information
Strategically
  • Group 5
  • Kelly Worges
  • Jennifer Ortmayer
  • Erick Kepfer

2
Article Overview
  • Primary argument Can businesses utilize IT as a
    means to achieve an advantage over the
    competition?
  • Study
  • Conducted by 5 experienced IT consultants
  • 11 industries used
  • Direct interviews

3
Article Overview, cont.
  • Type 1 or Traditional
  • IT supports operations but is not strategy
    related
  • Type 2 or Evolving
  • IT supports strategy however companies create
    strategies without considering IT as a
    competitive tool
  • Type 3 or Integrated
  • IT is integral to strategy

4
Proposal Overview
  • Choose 3 companies, 2 Type 2 and 1 Type 3 back in
    1988, and see how their IT has evolved to 2003
  • Evaluate the companies IT to determine if they
    are using it strategically as a competitive
    advantage

5
FedEx Type 2 Company
  • - FedEx is a Type 2 company according to the
    results of the study conducted in our Article.
  • FedExs strategy is to deliver packages in an
    efficient and timely manner.
  • This is accomplished by implementing the latest
    cutting edge information technology

6
History and Background
  • Incorporated in 1973 by Frederick Smith
  • Idea evolved from a class
  • Prior to 1973 air mail was delivered as
    cargo via commercial airliners

7
Facts and Figures
  • Headquarters located in Memphis, TN
  • Worlds 1 air service delivery provider
  • Approx. 3 million packages are delivered
    daily
  • Services over 210 countries
  • Operates over 650 aircraft and 50,000
    courier vehicles

8
Services Provided
9
Internal Information Technology
  • - COSMOS (Customer Operations Service Master
    Online System) - 1979
  • DADs (Digitally assisted dispatch computer
    system) - 1980
  • Super Tracker 1986

10
Benefits Information Technology
  • Control - Allows service representatives to
    retrieve immediate information about the package
    location, expected time of delivery
  • - Commitment to timely delivery
  • 1. if a package is not delivered with one
    minute of the established time, the
    shipment is free
  • 2. if a customer does not receive
    information of the packages location with
    30 minutes, the shipment is free

11
External Information Technology
  • Customer can tract information about a package 3
    ways
  • Powership Terminals
  • Internet www.fedex.com
  • FedEx Ship software

12
Interview
Mark Antimucci Q Do you feel as though FedEx
has a competitive advantage over the competition
(UPS, DHL) because of its technology? Why? Q
What are the companys pitfalls relating to
IT? Q Do you think that the company spends too
much money in IT? Q If the company did not
continually upgrade their IT, do you think the
competition would surpass FedEx? Q Are there
often mistakes in the timeliness and accuracy of
delivering packages
13
FedEx - Conclusion
- FedEx is the worlds largest provider for air
service delivery - FedEx prides itself on its
cutting-edge information technology - Information
technology enables FedEx to deliver packages in a
timely manner, thus having a competitive
advantage over the competition
14
Food Products Industry
  • During 80s and early 90s
  • Type II industry
  • Used state of the art data recovery systems
  • POS
  • Did not completely communicate through the entire
    VAC

15
Food Products Industry
  • 2003 Case Study
  • Marks Spencer
  • Large UK retailer
  • Offer wide range of products
  • Food Products
  • New Information Technology

16
Food Products Industry
  • Marks Spencer
  • New Information Technology
  • Returnable Plastic trays
  • Replace old UPC barcode labels
  • Electronic Product Code (EPC)
  • Radio Frequency Identification (RFID)
  • Allows complete communication between all members
    of the value chain

17
Food Products Industry
  • Marks Spencer
  • Benefits
  • Improve efficiency
  • Reduce labor and printing costs
  • Build customer loyalty and satisfaction
  • Overall
  • better and more complete product information and
    communication between all members of the value
    chain

18
Financial Institution Type 3
  • 1988
  • Software
  • Open new accounts
  • Change address
  • Research account information
  • Generate daily reports

19
Financial Institution Type 3
  • First Federal Savings Bank of Lake County (FFLC)
  • 950 million in assets
  • 14 branches
  • 1934
  • Fiserv VISION

20
Financial Institution Type 3
  • Fiserv
  • leading provider of information management
    services for the financial industry
  • VISION
  • Combines teller and sales modules
  • Easy-to-follow set of screens
  • Real-time
  • Leads to efficiency

21
Financial Institution Type 3
  • Features of Fiserv
  • Electronic monthly statements
  • Pull method
  • Push method
  • Cost savings
  • Interested, but concerned

22
Financial Institution Type 3
  • Features of Fiserv
  • FraudGuard
  • Check fraud detection system
  • FFLC can minimize it losses
  • Ensures integrity and positive reputation of FFLC

23
Financial Institution Type 3
  • FFLCs website
  • www.1stfederal.com
  • Account balances
  • Account transactions
  • Bill pay
  • Ex. BellSouth
  • Change address
  • Access local community information

24
Downsides of Technology
  • No customer contact
  • Security issues
  • Unreliable system

25
Conclusion
  • Industries have evolved
  • Companies may not be represent the entire
    industry
  • Strategic use of IT does lead to a competitive
    advantage
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