Inhaltsverzeichnis
Department A – Product Development and Marketing
Process Documentation: Marketing
The process Marketing is seperated into two process chains, keep in mind that you have to model “Advertising Campaing Planning” and “Agency Contracting” in the same model.
Process of Advertising Campaign Planning
Input: New Product Launch, Customer Data
Output: Product Design Brief
Required Activities: Explore Expectations, Create Brief, Promotional Activity Decision
Informations: Most of your advertising is outsourced to the advertising agency, at least the execution part. The task of your marketing department is to plan the advertising campaign for new products and define the promotional activities. It is important to match customer expectations. Think of the following:
- You should know if a campaign is necessary.
- The planning should be led by your customers’ expectations.
- One activity should describe creation of advertising videos (TV commercial).
- You can plan some promotions on your own (E.g. social media marketing).
Process of Agency Contracting
Input: Offer, Marketing Budget
Output: Order for Promotional Activities, Product Design Brief
Required Activities: Search for Agency
Informations: Find and hire an advertising agency. For marketing activities, you must stay within defined budget.
Location specific process aspects
- Germany: It is important that after every campaign the success is measured.
- Brazil: In Brazil there is a great difference concerning the taste in television campaigns between old and young people. Therefore there has to be a campaign for each group.
- Hungary: Due to the lack of good advertising agencies, it’s important that every offer gets checked of it’s seriousness. If it doesn’t pass the test a new offer needs to be obtained.
- China: Due to politics it is not possible to use social media campaigns in China. Because of that you have to think of an alternative.
Activity Details
- Explore Expectations: It is crucial to explore your customers expecations and wishes to be able to plan a successful campagin. Think of different ways to explore your customer.
- Promotional Activity Decisions: Think of a way to decide which promotional activity should be used..
- Create Brief: The Brief contains Information about product description, audience, objectives, what the client expects from the agency, timings etc.
- Search for Agency: The search for an agency includes the requesting, comparison and negotiating with different agencys.
Process Documentation: Product Development
Input: Improvement requested, Market Data, Received Goods from Supplier, Product Portfolio, Demand Requisition, PD Budget
Ouput: Product Specification, Product Concept
Informations: This process is concerned about the product development. Requested Improvements and market data are used to conduct an analysis of possible future developments. Therefore product requirements are identified, which includes the identification of desired product functionalities, new design trends and acceptable pricing options. After these identification tasks, a conclusion is writen.
Afterwards, a decision is made on the new product developments and a blueprint of a prototype is drawn. A concrete prototype is subsequently constructed with goods provided by suppliers if the product development budget is not exceeded and lastly evaluated in an hands on test session. The evaluation is conducted in regard to the demand requisition and product portfolio to estimate the customer value of the prototype which, in the end, leads to a product specification and product concept.
Department B – Production and Procurement
Process Documentation: Production and Assembly
The process “Production and Assembly” is seperated into two process chains, keep in mind that you have to model “Main Process” and “Inventory Planning and Control” in the same model.
Main Process
Input: Product specification, Software from Software Development
Output: Finished Goods in Stock
Required Activities: Assembly Keyboard, Assembly Smartphone, Stock Check, Quality Check,
Informations: Describe the assembling process for tablet PCs, smartphones and user specific keyboards and production of different accessories and packing.
- At first you need to plan your assembly-/ production process, make sure that you will have enough capacities and materials.
- If you ran out of materials or components, they should be ordered: send a replenishment order (Demand Requisition) to Procurement
- Create production schedules and start the assembly/production.
- When the hardware is ready, the software must to be installed. Don’t forget to test your products.
- After the assembly or production the goods are sorted, packed according to the company’s standards and stored at the Finished Goods Warehouse.
- Interface from Main Process to Supporting Process: Materials / Components in Stock
Supporting Process: Inventory Planning and Control
Input: Received Goods (from supplier)
Output: Demand Requisition
Informations:
- If you ran out of materials or components, they should be ordered. To do it, send a replenishment order to your Procurement department. This replenishment order is called Demand Requisition. After the goods are delivered by the supplier, you will receive them and can use them in the production process.
- Always check the quality of new orders.
Location specific process aspects
- Germany: The german branch has to install the software for Hungary as well.
- Brazil: Brazil only produces the specific Keyboard on its own.
- Hungary: Hungary is a small branch and doesn´t have the possibility to install the software on its own.
- China: China only produces smartphones on its own.
Activity Details
- Stock Check: Describe the stock policy of your firm. Think about how you check the stock and what will be your order schedule.
- Assembly Keyboard: Describe the assembly process for the specific product of your branch in detail.
- Assembly Smartphone: Describe the assembly process for the specific product of your branch in detail.
- Quality Check: The process needs to assure the quality of your products to minimize complaints. Think of ways how to check the quality.
Process Documentation: Procurement
Input: Demand Requsistion, Quotations from Suppliers
Output: Purchase Order
Informations: Describe the supplier search and approval, the negotiation process, sourcing of materials and products, purchasing and returns management.
Supplier search:
Describe your supplier search and selection process. When a prospective supplier is found, you can send a request for quotation, receive the quotation, accept it or not and conclude a contract or place a one time-order. In return the suppliers can send quotations to you directly, without waiting for a request for quotation from your side.
Usually, you would look for a supplier based on certain criteria, make an appointment, in which his sample products will be shown to you and you will negotiate on prices and delivery schedules. You can make appointments to several suppliers and compare their products and pricing structure.
Contracting
You can enter into a contract with your supplier. A procurement contract is an agreement in which a buyer agrees to acquire goods or services from a seller in exchange for consideration. Most procurement contracts are written agreements, that specify each party’s obligations in relation to the transaction. Generally, a procurement contract includes business provisions, detailed price lists, payment information, and other legal terms and conditions applicable to the transaction.
Sourcing of materials and components
Demand for materials and components comes from production in form of Demand Requisitions. A purchasing manager checks the requisition and creates a purchase order. If the order is within his order limit, the purchase order can directly be sent to supplier. If the order is above the purchase limit, the purchase order must be approved by the head of purchasing department.
Note: Invoicing is not a part of this process. It is described separately.
Department C – Customer Service
Process Documentation: CRM
Input: CRM Entry needed, Realized Services
Output: No Complaints, Support Ticket
Required Activities: Reward Loyal Customers, Survey, Call Center, Follow Up
Informations: Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. Customer service and technical support is based on software solutions.
- CRM software can be used to identify and reward loyal customers over a period of time.
- CRM systems can be used to check and manage customer satisfaction, for example by surveys. Based on the results there could be improvements for our Product Development Department.
- CRM also implies call centers as first level support and technology support as second level support. If there are any complaints which cannot be solved within a short time a support ticket has to be opened.
- As well there should be a Follow Up process after every interaction with a customer started with a Call center Call.
- It important that there is always a CRM Entry after every finished customer interaction.
Location specific process aspects
- Germany: The german branch has to carry out the follow up for Hungary as well.
- Brazil: The technology support is directly integrated in the Call Center.
- Hungary: Hungary as a small branch has not enough capacity to carry out the Follow Up on its own. This task is delegated to the german branch.
- China: In China as a form of courtesy it is indispensable to ask the customer explicitly for permission before a survey or even a reward is carried out.
Activity Details
- Reward Customers: CRM Software gives the possibility to identify and reward loyal customers. Define how the customers are identified and segmented for different rewards.
- Survey: The process needs to indicate how to create and carry out a survey.
- Call Center: Think of the way your customers are redirected to the right call center agent. Think of different possibilities you know from your own call center experience.
- Follow Up: The process Follow Up needs to be triggered after every Call Center Customer contact. Take the different triggers, as well as the timing into account to model the process.
Process Documentation: Maintenance and Exchange
Input: Received Customer Return
Output: Repaired/ Exchanged Goods or Disassembled Goods
Informations: Pick the received, defective goods and take them to the local support stock. Describe the maintenance process for goods that can be repaired.
If the product cannot be repaired, it should be disassembled (possibly some parts are reusable) or recycled. In this case you should send new goods to the customer or give him an account credit. The corresponding support ticket can be closed after all issues have been resolved.
Department D – Sales
Process Documentation: Delivery to Distributors
Input: Goods in Stock, Software Release, and Distributor Agreement
Output: Delivered goods
Required Activities: Software Delivery, Plan Delivery, Shipping Documents, Hire Contractor
Informations: Finished goods are delivered to business customers (distributors) according to customer orders (distributor agreements). Software can be downloaded (provide a link) or sent on a disk.
Plan delivery:
- First decide what is delivered by your department and what can be outsourced, e.g. delivery abroad.
- Hire a contractor if necessary.
- If you are delivering with your own means then plan the delivery for each date.
- Optimize the route of your delivery to save time and costs.
Deliver goods:
- Prepare shipping documents
- Load the goods and deliver them.
- Send a delivery notification to the customer specifying when the good will be delivered.
Location specific process aspects
- Germany: Every delivery is tracked to offer an additional service to the customers.
- Brazil: As Brazil is a huge country there are four small warehouses in the country which are responsible for an area. Because of this every order has to be redirected to the warehouse responsible for the area of the customer.
- Hungary: Hungary has no own logistics department. Therefore every delivery is outsourced to a contractor.
- China: Because of an strict censorship of the web, the distribution over the Internet (Software Download) is not possible. Also the goods have to be prepared for custom clearance.
Activity Details
- Software Delivery: Think of the different possibilities to deliver software and therefore the different process structures needed.
- Plan Delivery Allocation: Process of Planning needs to be refined, take the allocation of your cargo on your different shipping options into account.
- Hire Contractor:The process has to show how to search, negotiate and contract possible contractors.
- Create Shipping Documents: Every Delivery needs shipping documents. For the creation there are different inputs needed. Think about the necessary ones and implement them.
Process Documentation: Sales B2B
Input: Prospective Distributor
Output: Distributor Agreement
Informations: Describe how to look for distributors, how to market your products and negotiate contracts with potential distributors.
The examination of distributors should include their respective portfolio, the distributor location and economic situation.
The negotiations should include a personal meeting as well as a presentation of the distributor’s products. The offers can take place in various rounds of negotiations, which can be canceled at any time. If the negotiations are successful, a treaty will be send.
After each of these examinations it is decided that a distributor will be accepted or not. During the negotiations a distributor will be interested or not. Finally, the process ends with a distributor agreement, which indicates whether a treaty has been signed or not.
Department E – Online Store
Process Documentation: Online Sales
Input: Demand, Products in Online Store
Output: Customer Order, Promotion required
Required Activities: Log-In, Search Engine, Check-Out, Payment Process
Informations: Describe the customer interaction with the online store, e.g. log-in, different search options, shopping basket, etc.
- Is a log-in procedure mandatory or can you order as one-time customer?
- If a product doesn`t sell well a promotion could be required.
- Order validation: Send a booking confirmation to the customer.
- How will the shipping process be initiated?
Location specific process aspects
- Germany: It is necessary to establich a SSL Connection to the online store to comply with data security regulations.
- Brazil: As Brazil is a huge country there are four small warehouses in the country which are responsible for an area. Because of this every warehouse has their own seperate online shop with the actual stock numbers. Therefore for every customer the online store has to check out of which area the customer accesses the store and redirect it to the responsible one.
- Hungary: Hungary only delivers once a week due to lower order numbers.
- China: In China it is only possible to shop in online stores with prior registration.
Activity Details
- Log In: Take every necessary step necessary to log in into account as well as the process if a customer forgets his user data.
- Search Engine: Create a new process which indicates the process of your search engine of the online shop. Think about the possible steps like categorization, sorting, etc.
- Check out: The checkout is an important step in the online sales process. Think about the shopping basket, coupons and price calculation. Additionally keep in mind, that logged in guests can purchase goods and think about the question at which point a product is reserved for a customer.
- Payment process: Define the payment process by thinking of the different ways of paying and the subsequent actions necessary.
Process Documentation: Online Store Administration
Input: Software Release, Goods in Stock
Output: Products ready for dispatch, Products in Online Store
Informations: Describe the processes of implementing and managing the online store. Think of what should be done on regular basis to keep the online store running, how often will you have to update the store design, the product portfolio, etc.
There should be an option to log in as existing customer. Starting a customer session and to check out must be part of that process. Therefor, the system has to check the customer data. It is also necessary to manage a new customer registration.
Storing product information as well as customer data is a central issue of the administration process.
