Supply Chain Management and Consumer Relationship Management Essay


Executive sum-up:

We will write a custom essay sample on
Supply Chain Management and Consumer Relationship Management Essay
or any similar topic only for you
Order now


About 21 Pte Ltd is a company covering in one of the most sensitive industries or countries of concern in footings of nature and client type. The fact that the company deals in immature grownup female manner is one factor that can non be ignored. From its constitution, the company has risen to good ranks achieving the $ 50 million turnover grade and more than 50 shops under its name within Australia. This effectual growing is associated with good direction and merchandise quality deployed by the direction. Despite the positive tendency achieved by the company, it is of import to take note of the demand to take to higher degrees. It is on this footing that effectual Supply Chain Management ( SCM ) and Consumer Relationship Management ( CRM ) is needed to take the company to another degree in footings of supply web. Many turning companies in any industry can corroborate the impact of positive CRSM and SCM.

  1. CRM and SCM analysis:

Embracing CRM and SCM is a large measure off from the traditional manner of direction in an organisation apparatus. Traditional direction systems have been proven uneffective in enabling concerns achieve a competitory border. For illustration, traditional direction systems used a volume based bing attack when guaranting handiness of merchandises and services to clients. This is an attack that has been deemed uneffective in today’s direction as it can take to concerns, merchandises and services that are non needed by clients. Supply concatenation direction uses an activity based costing which is more effectual as it merely concentrates on what is needed by clients ( Wisner & A ; Tan,2011 ) . The same instance applies to CRM plans as their major purpose is to larn more about clients and supplying merchandises and services that serve their demands in the coveted manner. Deploying CRM and effectual SCM will let About 21 attain high degrees of efficiency and cost economy. With effectual CRM and SCM, Almost 21 will now be able to restrict its merchandises to what is needed by the clients. This unlike the traditional direction systems that involved bring forthing merchandises in majority without sing customer’s idea in relation to the same. ( Fjermestad & A ; Romano, 2012 ) .

1.2 SCM analysis

  • Merchandise flow:

SCM has will enable About 21 to cover with the tradeoffs between efficiency and effectivity during the production. For case, Almost 21 will be able to develop a figure of prosodies that are usually used to supervise the supply of merchandises and services. Such prosodies ( cardinal performace index? ) let them to buy natural stuffs in a mode that ensures quality merchandises to clients. Traditional direction systems did non put any accent on the quality of merchandises. Basically, traditional directors were concerned with the measure, therefore ensured merchandises were produced in majority and await clients to buy or devour them ( Wisner & A ; Tan, 2011 ) .

  • Information flow:

SCM enables concerns to develop coactions or ironss they are able to work with efficaciously. The interrelated concerns work together to guarantee the success of the house. Almost 21 were besides simple sturctuce earlier, as they were merely managing a few activities or merchandises. However, things have changed as concerns are now really complex ; for illustration, they are runing in many markets. ( non even a illustration, need existent company illustration ) Multinational concerns are more complex as compared to local 1s. As such, they need to make a web to be able to pull off their activities in the most effectual manner. This will besides enable them to derive entree to stuffs and information needed to vie efficaciously. Basically, there is no manner a concern can be able to last in today’s market topographic point without holding the connexions ( Prakashan,2011 ) .

  • Fiscal flow:

SCM uses package applications that provide directors with adequate information to enable them do more informed determinations in dealingss to securing supplies. This enables the direction to transport out an accurate probe and elucidation of information and as a consequence they are able to be after for the hereafter. They are besides able cut down costs, better industry agendas, and extinguish any constrictions ( Wisner & A ; Tan 2011 ) .

1.3 CRM analysis:

CRM is needed to assist Almost 21 build the much-needed client relationship or connexion. CRM systems guarantee that clients can entree adequate information that will enable them make up one’s mind on whether or non to devour the merchandises or services provided by a peculiar concern ( Cheng & A ; Choi, 2010 ) .

CRM systems are concerned about how the client perceives a company’s merchandises and services. This includes thoughts on whether or non the merchandises are functioning clients in the coveted manner. With this being the instance, the company in inquiry can turn to all the issues raised by clients in a timely mode. As a consequence, the client becomes loyal to the company, hence will be willing to devour its merchandises and services in the hereafter ( Malik & A ; Choudhary, 2011 ) . The company can utilize the cyberspace, for illustration, societal media to prosecute clients therefore learn about their concerns. ( Mukerjee, 2012 ) .

In add-on, loyal clients enable About 21 Ltd to recognize new trades on the market. This is because they can give the company tips on how to better on its concern activities. This implies that the company can break its supply direction systems as a consequence of clients who may move as clients. the company can better on its competitory border every bit good as its profitableness.

For illustration, the cyberspace to interact with clients, therefore enabling a concern solve jobs, take orders, and prosecute in new concerns. Basically, CRM and SCM systems have modernized the manner concerns are handled ( Prakashan, 2011 ) . CRM systems able to larn about the alterations in client demands and outlooks to enable the company come up with new merchandises and services that serve clients in the coveted manner ( Grant, 2010 ) .

SCM allows the direction in a company to detect new ways through which it can be able to heighten its operations ( Cheng & A ; Choi, 2010 ) . CRM on the other manus, enables the direction to cognize precisely what is needed by clients therefore they are able to develop the duplicate merchandise.

2.0 Analytic CRM:


2.1 Customer satisfaction:

2.2 Customer keeping

2.3 Product Mix

Supply concatenation direction has besides enabled companies to complect all their sections. For illustration, they are able to associate human resource direction section with procurance section, accounting section, and finance section among others. This can be achieved utilizing endeavor resource planning ( ERP ) application. ERP is an electronic package with the ability to link all sections in an organisation with an purpose of guaranting they are able to portion information. This is unlike the instance with traditional direction systems where the sections worked entirely and could merely portion information when the demand arose. This is besides a scheme that can non work in the current market place. All sections in an organisation demand to entree information to be able to do more informed determinations. This is besides the lone manner a company can be able to extinguish holds that might originate as a consequence of a section waiting for another to supply certain information as this will be readily available in the system ( Wisner & A ; Tan 2011, 32-37 ) .

Application of SCM and CRM in any organisation requires the battle of other cardinal concern application. One of the cardinal countries towards the betterment of is the concern intelligence applications. Business intelligence applications involved advanced application of IT with the purpose of traveling higher with respects to quality services. About 21 as a company functioning the young persons in a manner industry must be on top of its game to accomplish the quality grade in footings of merchandise and client services. In order to understand the demand for this purchase, it is of import that Almost 21 develops a wider apprehension of consumer direction and supply concatenation. Almost 21’s direction should get down from the point of sing clients as a cardinal portion of the organisation. The company’s direction should encompass the fact that their operations start and end with the client, an indicant that the merchandises recognize the being of the client.

About 21 demands to use the usage of concern intelligence application to assist in profiling client records and demands. With rich informations on client demands and records, About 21 Ltd will be well-placed to cognize the right supply concatenation schemes to run into such demands. Business intelligence application gives the company another measure off from the traditional direction system. Business intelligence application is an of import tools when it comes to profiling, describing and analysing among others.

There are a figure of times when the company will be required to offer speedy response to consumer demands in footings of distribution velocity and handiness of merchandises at certain points. About 21will usage concern intelligence applications as a cardinal tool towards informations aggregation. This will include utilizing effectual web site informations aggregation to garner information on quality and any other alterations required by the clients. From a acute analysis of the websites’ metadata, the company is in a place to roll up a important sum of information sing the users of the web site. One such piece of information pertains to how frequently a peculiar subdivision of the site is visited. As such, the company will be able to infer of import information contained in those sections, thereby do strategic determinations on how best to better the information contained in this. The analysis is besides able to garner information sing the type of merchandises that are viewed most frequently therefore stand a better opportunity of doing informed determinations on the merchandises by associating that to the demand ( Lang & A ; Tudor 2003 ) .

The web site through other informations aggregation tools is besides able to garner important information sing how frequently an advert placed on the site is seen by the possible clients and associate that to how the figure of positions of an advert converts to gross revenues. The company web site besides provides of import information on the adverts that are most attractive to the users of the web site every bit good as the adverts that do non appeal to the clients. The links to other avenues for interaction facilitates the extension of the information pertaining to the entreaty of the adverts, for case, the response to an advert on the societal media platforms of the company ( Chamberlain 2004 ) .

The web site besides enables the users to personalise histories and do reappraisals about their experiences with Almost 21. From the reappraisals, the company can measure the suitableness of its merchandises and services to the clients therefore divert synergisms to the sections with the best reappraisals while beef uping the weaker countries. The web site besides delivers demographic informations about the merchandise offerings such as the suitableness of peculiar trade names to specific age groups. It besides offers information on specific gender, people within specific vicinities every bit good as the demand patterns for peculiar merchandises ( International Finance Corporation 2013 ) .

The information systems scheme of Almost 21 purposes at centralisation of the planetary operations of the company so as to develop a common strategy of behavior which can be replicated and utilized expeditiously in all the retailers’ shops. The information systems enshrined in all facets of concern behavior from the basic stock list information accretion runing from the client relationships to the provider dealingss which Almost 21is best known for ( Heijden 2009 ) .

Harmonizing to the company’s web site, engineering touches on every facet of the twenty-four hours to twenty-four hours concern of the company. It is so the successful application of the engineering and the collected information from the web site that has helped About 21in their chase for low cost leading. For case the most noteworthy technological promotion made by the company with respects to 5the direction of the supply concatenation is the development of the information gathered from the cosmopolitan saloon codification system. The company is one of the most effectual organisations with respects to organisation of the informations gathered from its online platforms and change overing it to of import premises that can be relied upon for determination devising intents ( Bocij & A ; Chaffey 2003, pp. 41 ) .

Using the information collected from the web site, the company is strategically positioned to track the gross revenues forms and tendencies at any given clip through placing each of the points as single entities bearing alone features. Once an point for, illustration has been purchased online, Almost 21 has an immediate entree to the information pertaining to the sale such as the merchandise type, the monetary value, measure etc ( Tomlinson, Murdick & A ; Moor 2000 ) . When this is blended with advanced telecommunications ; it permits high velocity information transportation from the specific subdivisions in order to keep an up to day of the month database holding full information on the stock list degrees and mixture. This gives the company a competitory advantage over the concern challengers since Almost 21is in a place to wholly state what the shops need, when they need it and for how long can they last when the orders are being processed, therefore they are strategically positioned to calculate the demand and supply ( Bocij & A ; Chaffey 2003, pp. 41 ) .

The information in concern information systems besides helps the company to cut down the hazard of running out of stock list since the engineering carried in the company’s concern information systems facilitates remotion of spikes in the demand in order to avoid instances of defeated clients. The information besides helps the company to place the merchandises that are non profitable to the concern, therefore do informed determinations on the viability of stoping the merchandises from the stock list lines ( Select Knowledge 2001 ) . This together with acquired cognition on advanced communicating methods enables the company to accurately and exactly fix for the hereafter.

3.Ethical motives and Privacy Issues on Information System:

IS/IT securitythis portion losing

The leverage procedure will merely be successful or effectual if moralss and privateness issues are good taken attention of. Ethical and privateness issues entail control on external and internal users of the company’s information. On the ethical issues of moralss, the company must develop its members on how to profile clients and information. It is of import the top direction and any other junior employees know the well set protocols and a codification of behavior ( Duquenoy, P. , Jones, S. , & A ; Blundell, 2008 ) . To achieve high ethical criterions, it is of import to develop employees on ethical at every subdivision or section ( Stair & A ; Reynolds, 2013 ) .

On privateness, About 21 Ltd must promote informations security through informations encoding, watchwords and reserved rights. Such privateness actions will guarantee the company protects it data. One of the grounds as to why informations privateness is of import is based on the fact what clients comment on sites and any informations captured by the company should used by authorised groups. Equally much as clients and other stakeholders are of import to the success of the company, it is of import to take attention of company from people who can pervert or misapply such informations in one manner or the other ( Sofroniou,2009 ) .

4.Recommended Software Solutions:

Based on the mark client and nature of the company’s concern, Almost 21 must deploy effectual package to help its development. In taking package solutions, it is of import to see cardinal factors like nature concern, mark clients and market size. The company must besides see issues of cost and bundle. It will of import to see packages with broad bundle in footings what they offer. Based on this analysis it will be prudent for Almost 21 Ltd to see the followers Software applications ;

  • Enterprise Resource Planning ( ERP )
  • Prophet
  • Spreadsheet
  • Online buying system

Although the company can hold entrees to assorted packages, the above proposals can function the company better based on its mark client. ERP will maneuver the much needed departmental connexion and let the company work with unity towards its ends. This is really of import for the company as it needs to hold all its sections or subdivisions running to run into the marks of the clients. The top direction of this company is really much aware of the fact that its proposals of CRM and SCM can non be successful without good flow within the company.

Oracle as a package is of import towards entering and profiling client records. Based on the fact that Almost 21 Ltd is on turning tendency profiling its client will ease good selling therefore giving room for image edifice. Companies which use prophet have confirmed its efficiency and high degrees of compatibility. Oracle as package is incorporated in entire quality direction. As the top direction decides on the best package, it is of import that cost effectivity, compatibility and bundle being points of cardinal consideration.


Australian Computer Society 2012,ACS Code of Professional Conduct. Retrieved on May 4 2013 from: hypertext transfer protocol: //

Berzai, L 2012Ethical Problems in Calculating. Retrieved on May 3 2013 from: hypertext transfer protocol: //

Bocij, P & A ; Chaffey, D, 2003,Business information systems: engineering, development and direction for the e-busines,Fiscal Times/Prentice Hall, Harlow, pp. 41

Chamberlain, M, 2004,Creative self-publishing in the universe market place: the what, why, how, when, and how much,Grace Pub. Group, Fort Myers Beach, FL

Cheng, T C & A ; Choi, T M 2010,Advanced speedy response plans in logistics and supply concatenation direction.Berlin: Springer

Chiasson, M. , Henfridsson, O. , Karsten, H. , DeGross, J. I. , & A ; International Federation for Information Processing. ( 2011 ) .Researching the hereafter in information systems: IFIP WG 8.2 working conference, Turku, Finland, June 6 – 8, 2011 ; proceedings. German capital: Springer

Duquenoy, P. , Jones, S. , & A ; Blundell, B. G 2008,Ethical, legal and professional issues in calculating. Australia: Thomson.

Fjermestad, J & A ; Romano, N C 2012,Electronic Customer Relationship Management.Armonk: M.E. Sharpe, Inc, pp. 44-48

Grant, R M, 2010,Contemporary scheme analysis and instances: text & A ; instances,John Wiley, Hoboken, N.J.

Heijden, J G, 2009,Planing direction information systems,Oxford University Press, New York.

International Finance Corporation, 2013,Making concern 2013: smarter ordinances for little and moderate-sized endeavors,World Bank, Washington, D.C.

Lang, E M & A ; Tudor, J D, 2003,Best web sites for fiscal professionals, concern valuators, and comptrollers,Wiley & A ; Sons, Hoboken, N.J.

Malik, K & A ; Choudhary, P, 2011,Business organisations and collaborative web: patterns, schemes and forms,Business Science Reference, Hershey, PA.

Mukerjee, K 2012,Customer relationship direction: a strategic attack to selling.New Delhi: Prentice-Hall of India Pte. Ltd, 104-107

Prakashan, N 2011,Current Trends in Management.Mahashtra: Nirali Prakashan, pp. 94-98

Select Knowledge, 2001,Capitalizing on E-Business,Select Knowledge Limited, New York.

Sofroniou, A, 2009,Business information systems, constructs and illustration,Lulu, Great Britain.

Step, R & A ; Reynolds, G, 2013,Principles of Information Systems,Mason, OH, Cengage Learning.

Tomlinson, W H, Murdick, R G & A ; Moor R C, 2000,Business Policy and Strategy: An Action Guide, Sixth Edition,CRC Press, London.

Wisner, J D & A ; Tan, K C 2011,Principles of supply concatenation direction: a balanced attack.Mason, OH: South-Western, pp. 32-37


Hi there, would you like to get such a paper? How about receiving a customized one? Check it out