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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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STRATEGIC MARKETING MANAGEMENT

CIA 1 Component 2

Topic: SOLUTION SELLING

Company: “SAP”

Submitted By

SWAGATA GHOSH (1727067)

Under the Guidance of

PROF. KAVITHA R GOWDA

Institute of Management

CHRIST (Deemed to be University)

MBA 2017 – 2019


OCTOBER 2018

ABOUT THE COMPANY

SAP, an Enterprise Resource Planning (ERP) software company was started by 5 IBM employees from Germany, in the year 1972 as they understood the need for a standard application software which could eradicate the errors by manual business processing which generally leads to customer dissatisfaction and loss for the companies. Their main vision was to create real-time business processing. SAP which is also known as Systems Applications and Products in Data Processing, started with- with the help of just Mainframe- the release of SAP R/1, SAP R/2 and SAP R/3 (R stands for Real-Time and 1,2 and 3 are the tier of customers) and now they have currently released SAP Business Suite 7.

The founders understood the need for standardized software and at a time when there were none in the market. The key observations made by them were:

• A typical enterprise has many Departments/ Business Units (BU)

• The Departments/ BU continuously communicate and exchange data with each other

• The success of any organization lies in the fact that there is effective communication and data exchange not just within but even with the external forces of the organization.

70% of all Fortune 100 companies use SAP as it helps to effectively integrate all the departments in any organization in real time and there is no risk of errors due to manual business processing.

Following presents, a list of products of the enterprise software company SAP SE:

• SAP S/4HANA.

• SAP CRM (Customer Relationship Management)

• SAP ERP (Enterprise Resource Planning)

• SAP PLM (Product Lifecycle Management)

• SAP SCM (Supply Chain Management)

• SAP SRM (Supplier Relationship Management)

Continuing company growth is driven by the SAP HANA in-memory platform that makes lightning-fast data analytics a reality. Strategic acquisitions coupled with continued innovation make SAP a leader in cloud computing and e-commerce business networks. With the launch of SAP S/4HANA, SAP unveils the next generation of enterprise software with a new business suite.

BUSINESS MODEL & SOLUTION SELLING GRID

INTEGRATION

As SAP has various services, I will concentrate on 3 most common scenarios:

• CRM integration

• Supplier integration and

• Integration with third party purchase order systems

INTEGRATION WITH CRM APPLICATIONS

This is perhaps the most common SAP integration scenario. Companies often need to synchronize customer data between their ERP and CRM systems, such as SAP and Salesforce. For example, when a salesperson brings a new customer on board, it is important to get that information for financials, performance management, and other business functions handled by SAP. This ensures timely data synchronization between systems and increases overall business agility.

INTEGRATION WITH SUPPLIER SYSTEMS

Integrating SAP and supplier systems is another common scenario. For instance, when a purchase requisition for a component or raw material is created in SAP, the request needs to be sent to all possible suppliers. These suppliers then respond to the request with quotes, which are routed back to SAP for further processing. To streamline the process, SAP needs to be integrated with these supplier systems.

INTEGRATION WITH THIRD PARTY PURCHASE ORDER SYSTEMS

Integration between SAP and third party purchase order systems is also a common use case. In this situation, integration with third party purchase order frameworks empowers new buy requests to be instantly transmitted and accessible in SAP.

SAP has 3 Integration Tools and Technologies which makes it less difficult for developers to build application integrators between SAP and other systems, such as, Intermediate Docs (IDocs) which is used to transfer data in and out of SAP, Business Application Programming Interfaces (BAPI) which are broad interfaces that can be used by SAP and non-SAP Applications and finally SAP Java Connector (JCo) which is a middleware component that helps in develop SAP compatible components and applications in Java.

CUSTOMIZATION

Customization is the process of adapting SAP standard software to the requirement of the company which is the client for SAP. SAP using mapping technique to understand the organizational structure, functioning and needs of the client company and implements it into the SAP system. Customization is a very essential part of implementation process of SAP. Though SAP has never deviated from standardization but they have aced the technique of customization along with standardization for the ease and comfort of SAP developers as well as their clients.

Let's take for example how SAP customizes its SAP R/3:

SAP R/3 users can use Print Interface to print on any printers that are defined in the Printer Inventory. If the printer is an AFP printer, Print Interface can automatically invoke a transform such as a PCL to AFP, PostScript to AFP, or SAP to AFP transform. The transform that you need depends on the type of output the SAP R/3 output device creates.

PRODUCT AGNOSTICISM

Adobe, Microsoft and SAP partnered with the same motive and vision for data.

SAP:

SAP brings together customer data, machine learning and micro services technology to power real-time customer experiences across sales, service, marketing, commerce, and beyond.

ADOBE:

As a leader in customer experiences, Adobe is reimagining customer experience management with Adobe Experience Platform, the first platform to leverage the Open Data Initiative.

MICROSOFT:

Get more from your Dynamics 365 data, discover new insights with Power BI, and build your next application using Azure services that are compliant with the Open Data Initiative.

A joint vision for the protected trade of information crosswise over frameworks, the activity opens the full estimation of information – and places clients in the driver's seat. This common vision depends on three directing standards:

• Each association possesses and keeps up entire, coordinate control of every one of their information

• Clients can utilize AI to get bits of knowledge from bound together conduct and operational information

• Accomplices can without much of a stretch use an open and extensible information model to expand arrangements

VALUE

Valued Customers: SAP values their customers quite a lot and believes in providing the best to their clients specially through customization. The list of SAP valued clients is pretty much uncountable. A few of them are:

Value Proposition: The SAP value proposition offers unmistakable advantages, empowers development, and lessens add up to cost of possession. In any case, its group of incorporated and adaptable items will keep on deliver value as you develop from little to moderate size and past.

Value Network: Traditionally, organizations have dependably worked for clients. Achievement relied upon the capacity to offer awesome items and administrations, make the buying procedure simple and charming, and catch up with post-deals treatment that makes purchasers need to return once more.

 

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