Forecasting and Analyzing Trends
Changes are happening all the time with regards to eCommerce. New trends such as C-Commerce, M-Commerce and CRM are causing companies to re-evaluate their eCommerce abilities. In this paper I will discuss what the roles will be of companies to apply these new trends to their business…and after making these changes, who will be the winning businesses to survive these changes.
“The goal of c-commerce is to join together enterprise resource planning (ERP), customer relationship management (CRM), supply chain management (SCM), and e-procurement to create one intelligible system that seamlessly integrates commerce applications, from supplier to customer,” (McCoy, 2002). So, how would a company like Diageo make this all work? Let’s look at some possibilities of Diageo as a c-commerce company.
First, Diageo may use ERP in a very limited capacity. They may use ERP just for payroll and accounting. But, I would think that they would utilize ERP for many other things, such as supply chain management, human resources, and possibly as a component of CRM. So, I believe that Diageo would fit under the category for c-commerce based on this assessment. Diageo would probably utilize ERP in a somewhat extended capacity, they fall under CRM (which I will go into more detail later), they would have to incorporate SCM, and also e-procurement. Now, to what degree they are able to join all these together is an uncertainty. The true concept of c-commerce is actually a very complex process, one that many companies are working to perfect. I do believe that Diageo is working hard to be a successful c-commerce corporation though.
Next, Diageo provides many forms of CRM. “CRM, when done right, is a platform that manages the entire life cycle of a comp ...