Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20001
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20002
140140LänderLänder
120.400120.400MitarbeiterMitarbeiter
UmsatzUmsatz27,3 Mrd.27,3 Mrd.
EURO EURO 10.00010.000Verkaufs-Verkaufs-produkteprodukte
F+E-F+E-AusgabenAusgaben2,3 Mrd. 2,3 Mrd.
EUREUR
Stand 1999
Der Bayer-Konzern im Überblick
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20003
Die Bayer Arbeitsgebiete
Gesundheit
Landwirtschaft
Polymere
Chemie
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20004
Scope of eCommerce
Customer focusCustomer focusGB1GB1
GB2GB2
GB3GB3
GB4GB4
MarketplacesMarketplaces
PartnershipPartnership
Automobile producersAutomobile producers
11stst Tier Tier
22ndnd Tier Tier
33rd rd TierTier
OEMOEM
System-System-integratorsintegrators
Manufacturers ofManufacturers ofComponents and PartsComponents and Parts
Raw Material Producer (Bayer)Raw Material Producer (Bayer)
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20005
improved customer benefitimproved customer benefit
optimized and optimized and standardized transactionsstandardized transactions
better use of know-how better use of know-how internally and externallyinternally and externally
improved customer serviceimproved customer service
online use of brand imageonline use of brand image
We must capitalize on our assets!
Use our assets to achieve Use our assets to achieve
Knowledge of CustomersKnowledge of Customers
Efficient ProcessesEfficient Processes
Technological Know-HowTechnological Know-How
Brand Name ValueBrand Name Value
Worldwide LogisticsWorldwide Logistics
Qualified EmployeesQualified Employees
AssetsAssets
• more efficient more efficient processesprocesses
• higher turnoverhigher turnover
• larger marketsharelarger marketshare
• more profitmore profit
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20006
From „Quick Win“ to „eCulture“
3–9 months3–9 monthsIn 9–18 monthsIn 9–18 months
After 18 monthsAfter 18 months
•Quick winsQuick wins
•New business modelsNew business models
• Innovative method of Innovative method of working working
•To attract eC To attract eC employeesemployees
BeginningBeginning • Cultivate all-Cultivate all-embracing/ embracing/ unconventional unconventional approach approach
• Internal networkingInternal networking
• eC-Rollout within eC-Rollout within groupgroup
Change ManagementChange Management •Profitable projectsProfitable projects
•Stronger market and Stronger market and customer orientationcustomer orientation
•A well established eC A well established eC entrepreneurial entrepreneurial cultureculture
Vision ‘‘eBayer“ Vision ‘‘eBayer“
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20007
Bayer eCommerce Network
Corporate sectors (CS)Corporate sectors (CS)
Co-ordination with Co-ordination with
eC Coordinator in BGeC Coordinator in BG
PF TG
KA LS PU FSKU
CH HR ST WWSP
PH DSCC
BE ZL ZT ZF WVPS
PMBPMB
ISIS
KP-AKVKP-AKV
RPRP
UKUK
URUR
VSVS
KS eCKS eCeC LAeC LA
VA-MLVA-ML
CountriesCountries
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20008
eC - Areas of responsibility
eCommerce LA*eCommerce LA* • Decide on eC strategies, eC rules and standards (incl.
internet presence) (to be submitted by KS eC)
• Initiate and prioritise overlapping projects (to be submitted by KS eC)
• Justify Corporate Sector‘s (CS) eC project portfolio and check progress periodically
• Promote exchange of information among CSs
Chairmanship: W.Spinner (Chairman VA-ML) Balkema, Cullen, Fink, Koemm, Läpple, Plumpe, Römer, Springer, Wienkenhöver
• Establish eC strategies and principles
• Committment to provide sufficient resources
• Give priority to important overlapping projects
• Check periodically if eC projects meet economic aims
VA-MLVA-ML
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20009
eC - Areas of responsibility
• Main contact person for eCommerce in CS
• Improve eC competence within CS
• Identification of business opportunities
• Initiate projects
• Co-ordination of eCommerce activities within CS
eCommerce eCommerce Coordinator Coordinator
within the CSswithin the CSs
• Responsible for defining and carrying out respective eCommerce strategies and projects
• In co-operation with KS eC set priorities for and supervise carrying out of projects
CSsCSs
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.200010
eC - Areas of responsibility
KS eCommerceKS eCommerce• Service for CSs Establishmentofcentresofcompetenceforcoreareasandprocesses OnecontactpersonforCSsandregions/countries(permanent)
• Leadership function for Group and Board of Management Policycompetenceincorequestions(Internet,standardisedCRMconceptsetc.)
InformationandadvicefortheBoardofManagement Creationofinformationinfrastructure(databasesetc.)
• Communication MarketingofworldwidegroupeCactivitiesinthemedia IntensifyinternalCommunication
• Business Development ResponsibilityforCSoverlappingprojectsundprojectswithoutaCSowner
Pre-selectionandpilotingofeCpartnerships
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.200011
Centers of expertise within KS eCommerce
Centers of Centers of expertiseexpertise
KS KS eCommerceeCommerce
InternetInternetbrandingbranding MarketsMarkets
eCRMeCRM
Web-basedWeb-basedtechnologytechnology
CoreCore taskstasks
Make optimal useof customerinformation
Leanerprocesses through
the Internet
Develop and spreadstrategies worldwide
Communicationstrategy,
advertising
Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.200012
We have achieved a lot!
Pre-Pre-SalesSales
RequestRequestPrice/Price/OrderOrder
OrderOrderProcessProcess DeliveryDelivery CustomerCustomer
FeedbackFeedbackAfterAfterSalesSales
Procure-Procure-mentmentResearchResearch
Chem
plorer
Chem
Match
Chem
Match
Chem
connectC
hemconnect
Yet2.comYet2.com
DSDS
SPSP
CHCH
PUPU
LSLS
KAKA
KUKU
PFPF
TGTG
PHPH
CCCC
BEZF/ZT
= Share in producer consortiums= Share in producer consortiums= Key Account Portals= Key Account Portals
= Own e-ventures= Own e-ventures= Stake in e-ventures= Stake in e-ventures
.
Borchers.comBorchers.com
SolutionsSolutions@Bayer@Bayer
SolutionsSolutions@Bayer@Bayer
Bayer directBayer direct
Advantage.comAdvantage.com
AdvancedLeatherAdvancedLeatherSolut.ForPaperSolut.ForPaper
AdvancedLeatherAdvancedLeatherSolut.ForPaperSolut.ForPaper
BayerBayerHealthHealthVillageVillage
DiabetesDiabetes1 to 11 to 1
BayerBayerHealthHealthVillageVillage
ValueValue ValueValue
DiabetesDiabetes1 to 11 to 1
Elemica.com
ElastomerSolutions.comOmnexus
BayerOne
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