PE'IPPP-'r' What is the role of a supply chain management (SCM) system? How does SCM t into Porter's three generic strategies? What are the typical functions in a CRM system? What is the difference between front ofce and back ofce systems? What is softwareas-aservice? What are its advantages and disadvantages? What is the relationship between social media and Web 2.0? Most major ERP vendors have been focusing on selling multi-million dollar installations of their software to very large organizations. That is shifting in focus somewhat as ERP vendors realize that the small-tomediumsize business market is probably just as large. Search the Internet for ERP vendors that focus on small-to-medium size businesses. Also, search for open-source ERP software. Prepare a short report about the vendors that you found and their Web site addresses. Do you think your university would benet from installing a customer relationship management (CRM) system? How might it benet you as a student? How could it benet your university? In the Run-Grow-Transfonn (RGT) framework, the third component is that of transformation. or enabling your organization to operate in entirely new ways. Of the three major business IT applications we discussed in this chapter (supply chain management. customer relationship management. and social media). which one{s) do you believe most support organizational transformation? Justify your answer. 10. Sign for the services of the social locationing service Foursquare. Do some playing around to learn the features of the system. check in at a few places. and wander around (virtually). What deals of specials did you nd near your location? What is the concept of a Mayor? What privileges do Mayors have? How can you add friends? Do you have to upload a photo? What's your overall view- is social locationing good or bad? This can be a class exercise. Coco-Cola Is Everything: SCM, CRM, ERP. Social Media, You Name It If we told you that Coca-Cola had operating units in 50 countries around the world. you probably wouldn't be surprised. If we told you that Coca-Cola had been in business for aimost 125 years. you probably wouldn't be surprised. So. you tell us . . . how many different beverages does Coca- Cola produce? 100? 500? 2.000? Are you surprised yet? Worldwide. Coca-Cola produces an amazing 2,800 different beverages. When an organization is that big. has that sort of worldwide presence, and boasts what is perhaps the most well-known brand ever, you can bet that a multitude of IT systems are constantly churning in the back ground. not only keeping the organization running, but also keeping it running ahead of the competition. To support internal collaboration efforts, Coke created something it calls its Common Innovation Framework, a Web-based system 1/2 that combines project management capabilities with business intelligence. Using the Innovation Framework, anyone from any of the operating units worldwide can search for, find, and apply concepts. strategies. development successes. and marketing approaches that have been used elsewhere in the organization. For example, when introducing Georgia teas in Australia. the Coke people Down Under can research what marketing strategies worked well in related countries such as New Zeaiand. As Jean-Michel Ares, Coke CIO, explains it, \"Once you've aggregated that pipeline of innovation, the object is to assess and prioritize the best allocation of resources in the organization." Beyond internal employees. Coke is reaching out with new and innovative 11' steps. Recently. it rolled out a new line of software services based on hundreds of business processes to its extended family of borders. These software services each perform a specic common business function and run within SAP's ERP soware and are delivered by Coke's IBM-hosted data centers. The goal is to create a standardized business and technology platform across all Coke bottlers. most of which are independent franchises. (There are some partly owned by Coke.) [f Coke and all its bottlers are speaking the same language, so to speak. and using the same technology. then supply chain management applications will be the more efciently streamlined. Standardization in this case equates to saving money by reducing expenses associated with supply chain activities. And even beyond its extended family of bottlers. Coke is using social media technology to create loyalty and engage more with its customers. lts award-winning Web site. My Coke Rewards at www.mycokerewards. com. is the second most popular consumer packaged goods site. behind only www.kraftfoods.corn. My Coke Rewards attracts some 300,000 visitors per day. Offering everything from magazine subscriptions to electron ics as prizes (just look under your bottle cap). My Coke Rewards has reconnected Coke with its loyal drinkers. The site has teamed up with pop culture crazes such as American Idol. soccer. and auto racing to bring even more consumers into the fold. You can even find Coke labeled songs through iTunes. Over 32 million people \"like" Coke on Facebook. SEEM!\" 1. Why is standardization so important in supply chain management? Coke is developing its own set of software services for bottlers to use. Do you think Coke charges the bottlers for these software services? Why or why not? 2. How is My Coke Rewards an example of a switching cost? How can a switching cost not have a monetary penalty associated with it? 3. What sort of business intelligence could Coke gather from its My Coke Rewards Web site? How could it use this information for customer relationship management activities? 4. Visit Coca-Cole's Facebook page. Can you buy coke products there? What social media tools are present that allow you to communicate with Coca-Cola? 5. Now, visit Pepsi '5 Facebook page. Compare and contrast it to Coca-Cola's F acebook page. Which have more eye appeal? Which seems to have more activity? Why do you think this is true