presentation of the ebusiness project of the business unit paper n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Presentation of the eBusiness project of the Business Unit Paper PowerPoint Presentation
Download Presentation
Presentation of the eBusiness project of the Business Unit Paper

Loading in 2 Seconds...

play fullscreen
1 / 20

Presentation of the eBusiness project of the Business Unit Paper - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

Presentation of the eBusiness project of the Business Unit Paper. Jürgen Hackenbroich Global eCommerce Coordination Business Group Specialty Products Juergen.Hackenbroich.jh@Bayer-AG.de. Agenda. eStrategy. eBusiness Model. eTransactions. eDesign. eOutlook.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Presentation of the eBusiness project of the Business Unit Paper' - yuki


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
presentation of the ebusiness project of the business unit paper
Presentation of the eBusiness project of theBusiness Unit Paper

Jürgen HackenbroichGlobal eCommerce Coordination Business Group Specialty ProductsJuergen.Hackenbroich.jh@Bayer-AG.de

solutionsforpaper com the global online home for the paper industry

Agenda

eStrategy

eBusiness Model

eTransactions

eDesign

eOutlook

SolutionsforPaper.com - The global online home for the paper industry
business unit paper part of bayer s business group specialty products
Business Unit Paper - part of Bayer´s Business Group Specialty Products

Health Care Agriculture Polymers Chemicals

Pharmaceutical

Crop Protection

Plastics

Fine Chemicals

Specialty Prod.

Diagnostics

Animal Health

Rubber

Paper

Polymer Additives

Consumer Care

Polyurethanes

H & R

Ion Exch. Resins

Textile Auxiliaries

Coatings & Col.

H.C. Starck

Material Protection

Leather

Fibers

Wolff Walsrode

EC

key facts 1999

Sales (m Euro)

237

Market Share (in %)

11%

No. Employees

450

Share of sales (in %)

Europe: 45%

Americas: 34%

Asia Pacific: 21%

  • Strong market position
  • Global reach
  • Wide product and service range
  • Business driven by large international key accounts

Product Groups

  • Optical Brighteners
  • Dyes
  • Pigments
  • Processing Chemicals
  • Finishing Agents
  • Products for Carbonless Copying Paper

Customer Service

  • Applications Advice
  • In-house Simulation and Testing
  • Logistics services

Main Customers

  • Top ten customers account for approx. 50% of the business
  • Top ten paper manufacturers account for approx. 30% of the world paper production
Key facts 1999
estrategy approach
eStrategy Approach

“Run”

  • Implement and host
    • Technical implementation
    • Run and host

“Build”

  • Conceptual design of the “To-Be” eCommerce services
    • Information
    • Communication
    • Transaction/Interaction
  • Prepare for the implementation of targeted eCommerce models and services

“Think”

  • Determine the eStrategy
  • eBusiness opportunity assessment
    • Identification of the To-Be eCommerce portfolio and services
    • eAlliancies / eMarketplaces / own Portal
    • High level business case
    • Key enablers

Plan

Do

Review

The internet year has three months, therefore the project builds on continuous learning through creating a recurring plan.

ebusiness trends within the paper chemicals industry
eBusiness trends within the paper chemicalsindustry
  • Intermediaries are stealing value from traditional distributors
    • Papermartuk.co.uk offers paper products to the end customer markets, thus eliminating traditional wholesalers and their margins. Founding members are StoraEnso, UPM Kymmene, Haindl, Contract Paper, …
  • Traditional competitors are forming eAlliances
    • Hercules and its 13 partners (e.g. Eastman Chemical, Rohm and Haas, Solutia, Occidental Chemical, Sunoco Chemicals, etc.) founded a global, internet-based B2B marketplace called Enerva. The main purpose of this website is the optimisation of relationships of joint ventures and the integration of supply chain processes
  • New marketplaces offer value added services to the industry
    • PrintBid.com offers automated requests for quotes
    • PaperExchange.com offers credit and logistics facilities
    • Pulpandpaper.net has strategic alliances with publishers and news services worldwide to supply industry information
competitive position assessment

Paper Chemicals

Int.

Paper

Georgia-

Pacific

Ciba

BASF

Nalco

Hays

Nippon

Kayaku

BU PAP

Basic/Static

Website

Interactive

Website

Scope of the

eCommerce project

within BU PAP

Transactional

services

Marketplaces

eAlliance

Competitive position assessment
the focus areas cover the realization of 4 ebusiness models

Targeted eBusiness Models

Basic/Static

Website

  • BU PAP static website, offering information services online to its target user groups
  • BU PAP transactional web services, offering existing processes through the net (e.g. online order transactions, technical support)
  • BU PAP process and channel creation, creating new interactive consultation, fully integrated customer channels (chat rooms, open forums, online tutorials)
  • New business creation, through participation in existing chemicals and paper chemicals marketplaces vs. the creation of ePartnerships and Alliances

Transactional

Services

Interactive

Website

eMarketplaces/

eAlliances

The focus areas cover the realization of 4 eBusiness models
32 services will form the basis for the initial website personalizing core target groups

Vision and mission statement BU PAP

  • Calendar for events and trade fairs
  • Company news from the press/paper news
  • Industry statistics
  • Glossary of eCommerce terms
  • Case studies
  • Technical specification sheets
  • Promotional materials
  • Who´s who
  • Safety policies
  • Environmental information
  • Comment/feedback and FAQs
  • Online tutorials technical & general

All groups

R & D

  • Legal information & responsible care
  • Product information
  • Safety data sheets
  • Product alerts
  • Private rooms for discussion
  • Links to key contacts in the BU PAP

Purchasing

  • General financial performance Bayer AG
  • Product information
  • Terms and conditions
  • Product alerts
  • Order enquiries
  • Invoice tracking
  • Online ordering
  • Offer requests for quotes
  • Order tracking
  • Shipment tracking

Manufacturing

  • Legal information and responsible care
  • Product information
  • Terms and conditions
32 services will form the basis for the initial website personalizing core target groups
website channel system services

Main Navigation

Facts & Figures

Products & Services

Orders & Support

News & Highlights

Research & Development

Business Unit Paper Vision & Mission

Product Information

Product Catalog

What’s new on the website

General Information

Product Applications

Corporate Information

Request for Quote

Paper News

Objectives

Product Announcements

Environmental Protection & Safety

Online Ordering Demo

Industry Statistics

Structure

Case Studies

Locations & Contacts

Order Management Center

News about Business Unit Paper

Facilities

Technology

Job Service

Registration

News about Bayer

Open Forum

Technical Services

General Selling Terms

Events & Trade Fairs

Forum

Logistics Services

All about eBusiness

Literature & Images

Secure Password

FAQs

FAQs

Website channel system - Services
business center

SAP R/3 functionality

R/3

eCommerce-application

eC

Business Center

personalized area

unpersonalized area

eC

area for registered customer

area for non-registered customer

Product

Catalogue

Direct

Ordering

eC

Online Ordering Center

Request for quote

Shopping

basket

Login /

logoff

login

Fill in

form sheet

R/3

eC

Articles already purchased from our

customers including price information etc.

My

Catalogue

Catalogue

Product

Catalogue

select

eC

Shop. basket

Shopping

basket

RfQ

R/3

R/3

will be realized with

standard BAPI

eC

Create

Inquiry

Create

Order

Create

Inquiry

transaction

generate e-mail

Order entry

R/3

R/3

R/3

R/3

History

Inquiry

List

Offer

List

Order

List

Contract

List

list

Tracking

R/3

R/3

R/3

eC

eC

eC

eC

Agencies

Customer

Data

Terms &

Conditions

Agencies &

Sales reps.

Service

Analysis

Accounts

Documents

CRM

display

transactional services

Online planning tools

Order Tracking and Tracing

Exception handling/ complaint management

„Pre-Sales &

After Sales

Service“

Service level analysis

Contact management

Payment conditions/contract management

Requests for Quotes/offers

„Sales“

Product catalogue

Customer data

Online ordering

Low

High

Value to the customer

Transactional services
it infrastructure
IT infrastructure

User Frontend eC Application Middleware Backend

ATP / Pricing and order entry

(synchronous data exchange)

browser

Web-

Server

Domino and

Application

Server

Realtime

Data Warehouse

(asynchronous

data exchange)

Backend

systems

R/3

ISV

RW

  • User Management
  • Personalisation
  • Transactions
  • Content Management
  • (Imperia)

Marketplace

Customer system

Supplier System

design principles
Design Principles
  • Image/Distinctive Brand Positioning
    • Create a Bayer BU Paper Brandworld with consideration of the Bayer Corporate Design
    • Image promotion of Bayer by development of a UCP (Unique Content Proposition)
  • Topicality
    • A degree of topicality and user-friendliness that is as high as possible
    • Easy updating and maintenance of the site by integrating a very user-friendly editorial system
    • Provide a modular expandable basis for future online projects
    • Use the latest, trend-setting techniques
  • Service
    • Exploit the internet as a service and advertising platform
    • Dynamic database solution for easily locating product and service information
    • A transparent and intuitive navigation
    • Clearly highlight the interactive and communication functions
    • Integrate eBusiness and eCommerce solutions into the online marketing channel to simplify transactions and improve operational efficiency
website structure navigation design

Online ordering and transactional services

Characteristics

Main

navigation

  • Personalisation
  • Relevance
  • Convenience
  • Speed

Roll over

Dynamic generation of content, based on specifications of each target group

Support navigation

Announcement and teaser

Website - structure, navigation, design
mywebsite principle
myWebsite Principle

Content Configurator Principle

Personalised Channel Systems

  • Sales
  • Purchasing
  • Research
  • Production
  • Process Engineering

Characteristics

  • The content configurator draws together content appropriate to identified target groups
  • It increases the appearance of a specialised website tailored to a target group’s direct needs (Quick to define and adjust to keep relevance)
  • Users can move swiftly from the tailored site to the general view for other occasional needs (Fast access to frequently used information; no loss of overall richness of site)
  • Monitoring reports will identify who is interested in what on the site, without the users having to identify themselves or type in information

Personalised Web site

overview project timeline

Go Live of Transactional Services in April/May 2001

Overview project timeline

Go live

2000

March

April

May

June

July

August

September

October

Think

Build

Test/Run

  • Determine the eStrategy for the BU PAP
    • eBusiness opportunity assessment
    • To-Be eCommerce portfolio and services
    • High level business case (Focus: investments in hard, middle, software)
    • Key enablers
  • Conceptual design of the “To-Be” eCommerce services
    • Information
    • Communication
    • Transaction/Interaction
  • Prepare for the implementation of targeted eCommerce models and services
  • Implement and host
    • Technical implementation
    • Run and host