Company Walkthrough SAP CRM (75 pts)

Company Walkthrough SAP CRM (75 pts)
Intro:
You are working for an automobile manufacturer, ABC Motors and it is your job to organize a strategic plan for the new release of the Product. You will consider the various SAPCRM modules as well as other technology options to develop a basic overview of the companies approach for a new product launch. You will walk through a product life cycle from inception or the design phase to the service of the product once it is sold. This project is designed to emphasize how SAPCRM can be integrated throughout company processes and departments. It is intended to bring the ebusiness concepts together.

Task #1: Product Definition
ABC Motors is about to design a new product to be released next year. The Engineering staff will be designing a new product. SAP is the company’s ERP system. They have just implemented CRM and they want to integrate it into as many processes and functions as possible. Please discuss why they might want to do that and how SAPCRM might help with the design process and meet the needs of the customer. Present three ways information maintained and gathered from SAPCRM will affect how the engineering staff might design a product to meet the customer needs.
Real Example:
Before World War 2 the U.S. Army asked 135 companies to design a reconnaissance vehicle that could traverse all types of terrain. The vehicle had to be under a certain size and weight in order to allow for adequate transportation. Also there was a time constrain of only 45 days. Of the 135 companies only 2 placed bids for the contract and submitted designs to meet the specifications. Why? They had information about the customer and the products as well as their ability for production.

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Task #2: Production Requirements
The Production team at ABC Motors now needs the materials in order to manufacture the design. Let’s assume that there are 2 parts that are needed in particular from suppliers. The first is a highly customized gear train (few suppliers) and the other is standard leather seats (many suppliers). List a couple of approaches for obtaining each and how any of the modules in SAPCRM can help (if it even can). If you feel that SAPCRM cannot provide any assistance in this process document that as well.
Drive Train:
Leather seats

Real Example:
Due to the circumstances of the United States entering World War 2 it was vital that the army have the number of jeeps they required. In order to accomplish this task they actually took the design from one of the companies and split the work load across 3 automotive manufacturers.

Task #3: Marketing
Now that the product is designed and ready for manufacturing it is up to the marketing department to showcase the product, determine potential customers, and hopefully increase demand for the product. Discuss how the marketing team can best market and showcase the product with the help of SAPCRM along with other approaches such as those presented in this course. Provide at least three options and describe the benefits of each. What modules will they use and for what?
Real Example:
When the war was over there had been a large number of jeeps that had been produced and that were now sitting in storage and on military bases. However the soldiers now wanted a jeep for themselves personally, thus, there was a large demand for the vehicle. Jeep’s marketing strategy was to emphasize the off road capabilities of the automobile and emphasize how it gives the average American the freedom to go anywhere they wanted.

Task #4: Selling the product
With the product now complete and ready to be sold it is up to you to recommend how the company should sell the product. Will the company be Brick and mortar or an online company? List 5 ways E-business can help ABC Motors and explain why? Look at how the latest version of SAPCRM might have options to assist in selling online as well as through physical locations as well as how social media will help. What modules of SAPCRM will you use and why? How would you implement mobile CRM for sales?
Real Example:
As time progressed and Jeep encountered new markets they changed their selling strategy to match their customers purchasing habits. This included selling online and marketing certain products to very specific customs. Today we see that Jeep has its own website and uses retailers/business partners to claim and expose their product to more individuals. Also Jeep now has the ability to do some customization by picking certain features that are offed to match the customer’s needs.
Selling the product to customers
ABC motors has just received an order from a local car dealership. They would like 5 red SUV’s and 3 blue Trucks. The customer is a first time buyer of the company’s products and wants the new vehicles in a few weeks. Describe how the order would be filled utilizing the Sales and Distribution ERP exercises as an example.
Real Example:
Everyday Car dealerships place orders for new cars from the manufacturers. This is basic business to business interaction.
Meeting Customer Demand
ABC motors is experiencing a huge demand for its new SUV’s but production can only fill a limited number of orders. How might a company utilize its ERP system to manage its customers and meet their order obligations? What might they do in order to inform their customers and identify where their orders will fall short for particular products?
Real Example:
In 2011, Toyota experienced a problem meeting customer demand when Japan was struck by a Tsunami. There was huge concern that Toyota and its suppliers could not meet the demand for its products due to the extensive damage caused to Japan’s infrastructure. This was mainly due to Toyota’s adaptation of just in time manufacturing where products are only made once an order is placed.
Task #5: Maintenance /Service
Once the Product is completed and sold to the customer, how can ABC Motors provide services to build and maintain the customer relationships and ensure quality service for the product? List 3 key concepts that will allow the company to continually improve the product and maintain the product quality, warranties, and customer and supplier relationships. What modules of SAPCRM would you use and how and why?
Real Example:
Jeep has taken the customer’s needs into account and has offered warrantees and replacement parts for relatively cheap. There has also been a section of the company that offers replacement parts for classic jeeps to help enthusiasts maintain the older jeeps. The company is constantly reinventing itself to match the customer needs whether it be for the off road capabilities or city driving.
Recalling the Product
One of ABC Motor’s suppliers has just issued a recall concerning the brake pads they sold to ABC Motor’s. Describe how ABC Motors can utilize its ERP system to get in contact with its customers and inform them of the Recall. How will they reach their customers and the end customer? Consider the Sales and Distribution Exercises and the paper trail that was created during the ERP process.
Real Example:
Every year companies are forced to make recalls on vehicles. Normally the recall occurs years after the vehicles were sold. This is mainly due to the time required for the component to fail and the reporting process. For example there is a recall for the 2010 Jeep Grand Cherokee due to an electrical problem in the instrument panel.
Task #6: Analytics
ABC Motors feels it is important to know the customer, their needs and wants, buying habits and attitudes toward the products. This allows for continuous improvement in the product as well as how they sell, market and service products. How will ABC Motors use SAPCRM analytics as well as Google analytics to assist them in gathering this information? How might they use these applications to change their strategy relative to design, production, marketing, sales, and service? Provide and least three suggestions with an explanation of each.
Real Example:
Jeep has various ways in order to monitor the amount of product that it is selling and the amount of people that are looking into their products. One way that they do this is through the production rates that they maintain versus the amount of older model cars still on the deanship’s lots. This enables them to adjust the production rates for that particular model so they can estimate the demand of the following year.
Please note: This project may require some investigation. Additional research will be necessary. Straight to the point answers are best.