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Concernstrategie
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How are we going to compete in our chosen business(es)?
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“It requires a firm to make a choice. Being all things to all people is a recipe for strategic mediocrity and below-average performance, because it often means that a firm has no competitive advantage at all.” (De Wit en Meyer, 1998). Zo’n strategie wordt een ‘Integrated Low-Cost Differentiation Strategy’ genoemd (Coulter, 2002). 20 Henry Mintzberg heeft een alternatief op Porter’s Competitive Strategies ontwikkeld waarvan hij van mening is dat het de toegenomen complexiteit van markten beter weergeeft. Mintzberg beschrijft zes mogelijke concurrentiestrategieën, te weten: Differentiation By Price, - By Marketing Image, - By Product Design, - By Product Quality, - By Product Support en als laatste Undifferentiated. Onderzoek toont aan dat Mintzberg’s alternatief een hoge analytische waarde heeft, echter het zal Porter’s model in populariteit waarschijnlijk nooit overtreffen (Coulter, 2002). 19
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Analysis of IT Costs of Akzo Nobel Base Chemicals
Amersfoort, 11 Sept 02 Stefan van den Bogaard
agenda
project
approach
results
conclusion
more...
Base Chemicals
Agenda • Project and objectives • Approach • Results • Conclusions and recommendations • Next steps
agenda
project
approach
results
conclusion
more...
Base Chemicals
&
Project and objectives (1/2) • Objectives: – – –
collection of IT costs of Base Chemicals differences between locations clear insight into IT spendings
• Scope: – –
Years: 1999 - 2002 H1 All plants and SU’s except Methanor
• Period: – –
Intern: June – Sept 2002 Interviews: Nov - Jan 2003
agenda
project
approach
results
conclusion
more...
Base Chemicals
Project and objectives (2/2) • Involved locations: –
Aft:
Bhs: Skh: – Dzl: – Hgl: – Rdm: – –
agenda
Frederik Stolwijk, Stefan vd Bogaard M.O. E.W., B.M. P.L., M.H. R.K., R.B. F.vdH.
project
approach
results
10% fulltime ad hoc ad hoc ad hoc ad hoc ad hoc
conclusion
more...
Base Chemicals
Agenda • Project and objectives • Approach • Results • Conclusions and recommendations • Next steps
agenda
project
approach
results
conclusion
more...
Base Chemicals
Structured approach followed during project to get sound data • Data requests • Data collection and storage • Classifications • Sanity checks • Corrections • Conclusions
agenda
project
approach
results
conclusion
more...
Base Chemicals
Data requests sent out to sites to collect financial information • WHAT? All invoices of listed IT suppliers Cash basis – Years 1999 - 2002H1 – Both CTD and MTD accounting systems – MS Excel file format – –
• HOW? Visit location Hengelo - pilot Regularly consultations with Accounting Dept Aft – Emails/ phone other locations – –
agenda
project
approach
results
conclusion
more...
Base Chemicals
Data collection and storage • Storage: Data Check with Frederik Stolwijk Received files stored in folder: ..\ Source files \ [Location name] – Common format and adaptations Data – Final data stored in folder: ..\ Final files \ – Other files used in project stored in folder: ..\ Background files \ – –
• End product: – –
Spreadsheet: IT Costs Base Chemicals.xls Use...
agenda
project
approach
results
conclusion
more...
Base Chemicals
Invoices categorized to get logical reports in uniform way • • • • •
Category: Sourcing: P / O: Object: Specification:
{Hardware, Software, Services and Employees} {Internal, External} {Project, Operational} {SAP, Network, Desktop, Small applications, Misc, (SLA)} {Autocad, Courses, Euro conversion, Order-to-Cash, etc...}
• Notes: SLA’s - Debited and assigned to appropriate object Empoyees - BIM / LIO / AM
– –
agenda
project
approach
results
conclusion
more...
Base Chemicals
Sanity checks performed to check consistency of data Random checks: –
i t/m v
5 single invoices
Important Suppliers: –
vi
Atos Origin (SLA tariff sheets)
–
vii t/m ix
software licenses SAP, Microsoft, McAfee
Totals checks: –
x t/m xvi
–
xvii t/m xix
Source file vs Final file (all locations) Atos Origin (1999-2002H1)
–
xx
Cap Gemini EY (2002H1)
Trends in total costs: –
xxi
Growth of costs (all locations)
General checks: –
> agenda
Are the amounts per supplier in line of expectations? project
approach
results
conclusion
more...
Base Chemicals
Corrections made to get the right amounts • Ad Corrections –
Info Products, filtered at supplier #
–
Bhs, year 2002
–
TC Hengelo added
–
Bhs: only 2002 data
–
Rdm: AN Delfzijl corrected
–
Internal booking filtered out...
agenda
project
approach
results
conclusion
more...
Base Chemicals
Agenda • Project and objectives • Approach • Results • Conclusions and recommendations • Next steps
agenda
project
approach
results
conclusion
more...
Base Chemicals
Quiz:
4 m ??
14 m ??
8 m ?? 12 m ??
How much does the business unit Base Chemicals spend on IT ?
10 m ?? 6 m ?? agenda
project
approach
results
conclusion
more...
IT costs ANBC approximately
"( :
(
Base Chemicals
10 mln p/a
(
11 %
10
9
8
1999
agenda
project
2000
approach
results
2001
conclusion
2002
more...
Base Chemicals
Over 75% of IT costs outsourced
83%
2002 84%
2001 83%
2000 68%
1999 0%
25%
50%
75%
100% % Outsoured
agenda
project
approach
results
conclusion
more...
Base Chemicals
“Services” by far largest category Atos Origin largest supplier (
B0
?
(
)
//
' $ * + %
,
& ! . 5 /
agenda
project
approach
results
conclusion
more...
Base Chemicals
Business applications make up 52% of IT costs; small applications 10% ( R
\
, 6Q6
Y \ #K ; ; Small applications 10%
Business applications 52%
Desktop 25%
Misc 1% Network 12%
agenda
project
approach
results
conclusion
more...
Base Chemicals
Conclusions and recommendations • Conclusion 1: IT Management information badly available
• Conclusion 2: IT largely outsourced @ BC
• Conclusion 3: Benchmarking, best practice...
• Recommendations: –
to be developed
agenda
project
approach
results
conclusion
more...
Base Chemicals
Next steps • Finalize figures and reports • Thesis on “Strategy and IT Strategy” written in accordance with Tilburg University: –
What outsourcing strategies exist?
–
How does Akzo Nobel’s strategy fit in?
–
How can Akzo Nobel improve?
agenda
project
approach
results
conclusion
more...
Base Chemicals
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