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Marion Mathison Supply Chain Management February 2002 Primex ‘02

Marion Mathison Supply Chain Management February 2002 Primex ‘02. Definitions: A Place to Start Supply Chain Management. The supply chain encompasses every effort involved in producing and delivering a final product or service. From the forest to the end-user’s front door

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Marion Mathison Supply Chain Management February 2002 Primex ‘02

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  1. Marion Mathison Supply Chain Management February 2002 Primex ‘02 Marion Mathison Primex Feb. 2002

  2. Definitions: A Place to Start Supply Chain Management • The supply chain encompasses every effort involved in producing and delivering a final product or service. • From the forest to the end-user’s front door • Is about much more than paper Customer’s Customers Supplier’s Suppliers Marion Mathison Primex Feb. 2002

  3. But It’s Not That Simple… • The supply chain is made of many functional chains. • The common focus on manufacturing is narrow. • Bridges between chains are mission-critical. • We need 360-degree spectacles. Marion Mathison Primex Feb. 2002

  4. What Has Changed • Recognition that we are in an information business, • different than hard asset manufacturing • The power driving supply chains is moving upstream: • - from production and manufacturing toward content • creation and management • - from back-end to front-end • Availability of outsourced and virtual portions of the chains • Movement: • From: Paper media sufficient unto itself • To: Paper is required but must be accompanied by • Internet & electronic media Marion Mathison Primex Feb. 2002

  5. Business Dynamics • Realization is dawning that cost reduction is not enough • Customers are perhaps even more important than suppliers • Most organizations do not know who their customers are and • what they want Marion Mathison Primex Feb. 2002

  6. How Did This Happen? • Printing & publishing industry traditionally relied on manufacturers • such as Heidelberg, Kodak, Dupont, paper manufacturers and, more • recently, Adobe, Quark, Microsoft, Sun, IBM, etc. to do R&D and • Marketing. • R&D and Marketing historically create growth through new products, • market development, and demand generation. Sales & Manufacturing • fulfills against this demand, and Finance measures backward & forward. • Incomplete understanding of printers’ and publishers’ position in the • overall food chain. • Underestimating impact and risk of what’s beyond peripheral vision. Marion Mathison Primex Feb. 2002

  7. An Example of the Food Chain Customers Corporate Advertisers Agencies Subscribers Book Stores Book Distributors Libraries Consumers Industry Manufacturers/Suppliers E-commerce Paper Ink Presses DTP Film Service Providers Prepress Digital Services Printer Fulfillment/Distribution House Publisher 2002 Infrastructure Manufacturers/Suppliers -Telecommunications & Networks -Internet & ISP -Computers (all sizes) -Application Software -Servers -Database Software -System Integrators -Enterprise Systems Marion Mathison Primex Feb. 2002

  8. Who is Your Customer? Follow the Money to the Owner of the P & L Marion Mathison Primex Feb. 2002

  9. Technology Opportunities & Confusion Digital Content Management Digital Page Layout Outsourcing Internet E-business Brokering CUSTOMERS Digital Photography Digital Workflow Stock Photo Libraries Non-print Media PDF & Acrobat … and many more Management Direction: Faster, better, cheaper Get more from less Marion Mathison Primex Feb. 2002

  10. Types of Supply Chains Content Creation & Management Marketing Promotion Selling & Collaborating Manufacturing & Delivery Administration & Financial Management Marion Mathison Primex Feb. 2002

  11. Connection of Supply Chains Information Company Model Marketing Promotion Content Creation & Management Selling & Collaboration Administration & Financial Management Manufacturing & Delivery Suppliers’ Supply Chains Customer’s Supply Chains Customer’s Supply Chains Marion Mathison Primex Feb. 2002

  12. Sales Supply Chain Example: Commercial Printer Sales Cycle Cycle/Steps: Find Prospect Prospect learns about company Sell Close Customer Ongoing Support Support: • Lead Generation • Direct Mail • PR • Business-Line • specific promotions • Radio • Door Openers • Letters • Telling the Story & Presentation • Image Brochure • Datasheets • Case Studies • Presentation • Samples • Proposing & Selling • RFQ/RFP • Mega Response • Program • Contracts • Thank you letters • Ongoing Customer • & Prospect Programs • Seminars • Training • Newsletters • CEO Comm. • PR • Direct Mail • Web Site Foundation: • Service/Product Definition & Database Development • Sales & Production Briefing/Training • Website • Customer Database development Marion Mathison Primex Feb. 2002

  13. Marketing Promotion Workflow • Tools & Program in all media: • Print on demand- • ”One- to-One” • -Print • -Internet • -CD/DVD • -Video • Direct Mail • Collateral Material • Training • Web Site • Kiosk • Marketing Reports: • -Tracking • -Inventory • -Vendor retrieval info • -Update reminders • -Response levels • CAPTURE • Photography • Documents • Text • Audio • Video ADMINISTRATION Marketing Content Management System • CONNECTIVITY • Data Input • Daily Updates • COLLABORATION • (Users) • Marketing • Finance • Creative • Legal • Vendors • Production Purchasing Marion Mathison Primex Feb. 2002

  14. Digital Content Management aka Media Content Management An integrated system of processes, technology and tools that enables an organization to manage and re-purpose information assets digitally. MAM Market: $1.2 B in ’99 $5 B in 2004 Source: Gistics Marion Mathison Primex Feb. 2002

  15. Information Assets • Text • Graphics • Images • Whole pages • Publications • Music • Film • Radio announcements • TV broadcasts Metadata - the information about the assets & the key to making money. Marion Mathison Primex Feb. 2002

  16. Digital Content ManagementMapping the Model of the “Next Big Thing” Digital Asset Library/Archive Transaction Processing Page Production Communication Links Tracking & Reporting Marion Mathison Primex Feb. 2002

  17. The Value of Content Management • Strategic competitive advantage for growth • Incremental new revenue streams • Faster development of new offerings • Reduced time to market • New sales channel on the internet • Effective brand management • Increased valuation • Tactical cost reduction in production cycle Marion Mathison Primex Feb. 2002

  18. Challenges and Barriers ??!! Technology Change People Marion Mathison Primex Feb. 2002

  19. Two Things to Consider • About money and value - it is unwise to pay • too much, but it is worse to pay too little. • About learning - we can choose to never stop Marion Mathison Primex Feb. 2002

  20. Expect Nothing Blame Nobody Do Something Marion Mathison Primex Feb. 2002

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