CASE 1: UPS & DIAD V
1. Overview:
2. Problems, solutions and results:
Problems Solutions Results
3. Conclusion:
4. Extension:
CASE 2: RUGBY FOOTBALL UNION (RFU)
1. Situation: Rugby Football Union (RFU) Tries Big Data:
* TryTracker: Data Analyst Systerm:
- track scoring situation.
- The deciding factors of the match.
- Player performance: assessment ability of each player.
- fan participation : Increase interaction between fan and match by mobile devices.
Handle bussiness challenges:
- Identify partners.
- fan participation : Increase interaction between fan and match by mobile devices.
- Compete effectively with other sports.
Improve performance:
- Player performance: assessment ability of each player.
- Support trainer.
CASE 2: THE MOBILE POCKET OFFICE
1. Overview:
There are many business functions today that can be performed using an iPhone,
iPad, or Android mobile handheld device.
New software applications for document sharing, collaboration, sales, order
processing, inventory management, and production monitoring make these devices even
more versatile business tools. Especially, smart devices are small, so they are very
convenient for user.
2. What kinds of applications are described here? What business functions do they
support? How do they improve operational efficiency and decision making?
Answer:
Aplications Solutions Results
- Find available vehicles in stock - The associates can quickly
Virtual Lot: a quickly. find the best selection for
applications each customer.
- They have immediate access to
manage vehicle information, pricing, trade- - Increase competition.
inventory. in values, interest rates, special
promotions, financing.
SIMS: Sonic - Sonic staff use their iPhones or - SIMS has speeded up and
iPads to take photos of a car, input simplified trade-in appraisals
the vehicle identification number and pricing
Inventory (VIN) and mileage, and note any
Management issues.
System. - The data are transmitted to
corporate headquarters, which can
quickly appraise the Car.
Staff can resolve customer repair - Service Pad app the
Service Pad request by mobile apps. simplifies the steps in repair
and warranty work.
CASE STUDY CHAPTER 6: Brooks Brothers Closes in on OmniChannel Retail
(S.A.P)
Summary:
Brooks Brothers is simplifying their customer experience by using a universal
customer master database, which allows them to understand their customer, their purchase
history, and their preferences in a real-time manner.
Brooks Brothers is the oldest men’s clothing company in the United States, founded
nearly 200 years ago in Manhattan, where the company is still headquartered . Brooks
Brothers has over 600 stores worldwide which are still focused primarily on menswear and
business attire. However, Brooks Brothers has been transitioning to more of a lifestyle
brand than just a clothing company. Also, as the company has grown to a worldwide
presence, Brooks Brothers has had to make corresponding changes to its supply chain
system, customer database, and C.R.M system.
Brooks Brothers started by analyzing its global technology infrastructure to identify
critical gaps as part of a program called Brooks Brothers Global Transformation. One area
that it discovered needed improvement was its global supply chain system. Its legacy
systems were not yet suited to the “omni-channel world” of business today. Customers
today are shopping at retail stores, online e-commerce sites, mobile e-commerce sites, and
mobile app stores. Organizing the data generated by all of these different types of sales
channels was an area Brooks Brothers needed to improve.
To solve this problem, Brooks Brothers turned to SAP’s Global Supply Chain System.
Applying individual modules to specific retail areas, such as apparel and footwear, the
S.A.P system allowed Brooks Brothers to gain deeper insight into inventory and financial
reports in real time. Implementing the technology on a global scale eliminated redundancy.
One of Brooks Brothers’ competitive advantages is personalized service tailored
individually to its customers. The company was determined to only employ new
technologies that allowed the company to continue giving this type of service. S.A.P's
universal customer master database was just what Brooks Brothers needed. The company
implemented S.A.P's Customer Activity Repository application to establish a state of the
art database that integrated fully with the rest of its S.A.P C.R.M implementation. S.A.P
C.R.M and Customer Activity Repository will allow Brooks Brothers employees across the
globe to gain deeper insight into each and every customer. Purchase history, preferences,
and personalized recommendations are all accessible in real time.
In addition to these critical upgrades, Brooks Brothers also implemented S.A.P's
H.A.N.A platform as well as S.A.P'sFashion Management application. S.A.P H.A.N.A is
an in-memory relational database management system that will allow Brooks Brothers to
work with large quantities of customer data quickly and accurately to generate personalized
recommendations. In contrast to database management systems that use disk storage, in-
memory databases are faster and reduce response time. Brooks Brothers was more
interested in speed than the ability to execute complex queries, making H.A.N.A a strong
choice. The Fashion Management application will allow Brooks Brothers to operate all
areas of its business in one system, whether retail, manufacturing, or wholesale.
Brooks Brothers is a retailer with a storied history and a sterling reputation, but in
today’s technological landscape, those advantages can only take a company so far. With its
suite of state-of-the-art S.A.P solutions, Brooks Brothers has taken a big step towards
remaining a respected name in men’s fashion for the foreseeable future.
* Tóm tắt:
=> Đơn giản hóa trải nghiệm khách hàng bằng cơ sở dữ liệu khách hàng (Lịch sử mua hàng
=> Hiểu được sở thích khách hàng).
=> Thay dổi về chuỗi cung ứng, CRM, database.
- Problems:
+ Data từ các kênh bán hàng khác nhau trên phạm vi toàn cầu.
- Solution:
+ Sử dụng SAP để quản lý chuỗi cung ứng toàn cầu (Áp dụng cho từ khu vực bán lẻ:
quần áo, giày dép,…) => Có cái nhìn sâu sắc về hàng tồn kho, báo cáo tài chính.
+ Sử dụng CN để cá nhân hóa sp.
+ Triển khai kho data khách hàng để tích hợp với SAP, CRM => Nhân viên hiểu sâu
về từng khách hàng => Cá nhân hóa.
