IIBMS – E-Commerce Supports Field Employees at Maybelline
Case – 2 E-commerce Supports Field Employees At Maybelline
IIBMS – E-Commerce Supports Field Employees at Maybelline
The Business Problem
Maybelline is a leader in color cosmetics products (eye shadow, mascara, etc.), selling them in more than 70 countries worldwide (maybelline.com). The company uses hundreds of salespeople (field merchandising representatives, or “reps”), who visit drugstores, discount stores, supermarkets, and cosmetics specialty stores, in an attempt to close deals. This method of selling has proved to be fairly effective, and it is used by hundreds of other manufacturers such as Kodak, Nabisco, and Procter & Gamble. Sales managers from any company need to know, as quickly as possible, when a deal is closed or if there is any problem with the customer.
Information technology has been used extensively to support sales reps and their managers. Until 2000, Maybelline, as well as many other large consumer product manufacturers, equipped reps with an interactive voice response (VR) system, by means of which they were to enter, every evening, information about their daily activities. This solution required that the reps collect data with paper-based surveys completed for every store they visited each day. For example, the reps noted how each product was displayed, how much stock was available, how items were promoted, etc. In addition to the company’s products the reps surveyed the competitors’ products as well. In the evening, the reps translated the data collected into answers to the voice response system which asked them routine questions. The reps answered by pressing the appropriate telephone keys.
The IVR system was not the perfect way to transmit sales data. For one thing, the IVR system consolidated information, delivering it to top management as a hard copy. However, unfortunately, these reports sometimes reached top management days or weeks too late, missing important changes in trends and the opportunities to act on them in time. Frequently, the reps themselves were late in reporting, thus further delaying the needed information.
Even if the reps did report on time, information was inflexible, since all reports were menu-driven. With the voice system the reps answered only the specific questions that applied to a situation. To do so, they had to wade through over 50 questions, skipping the irrelevant ones. This was a waste of time. In addition, some of the material that needed to be reported had no matching menu questions. Considering a success in the 1990s, the system was unable to meet the needs of the twenty-first century. It was cumbersome to set up and operate and was also prone to input errors.
The Mobile Solution
Maybelline replaced the IVR by equipping its reps with a mobile system, called Merchandising Sales Portfolio (MSP), from Thinque Corp. (thinque.com, now part of meicpg.com). It runs on handheld, pen-based PDAs, which have hand-writing recognition capability (from NEC), powered by Microsoft’s CE operating system. The system enables reps to enter their information by hand-writing their reports directly at the clients’ sites. From the handheld device, data can be uploaded to a Microsoft SQL Server database at headquarters every evening. A secured Internet connection links to the corporate intranet (a synchronization process). The new system also enables district managers to electronically send daily schedules and other important information to each rep.
The system also replaced some of the functions of the EDI (electronic data interchange) system, the pride of the 1990s. For example, the reps’ report include inventory-scanned data from retail stores. These are processed quickly by an order management system, and passed whenever needed to the shipping department for inventory replenishment.
In addition to routine information, the new system is used for decision support. It is not enough to speed information along the supply chain; managers need to know the reasons why certain products are selling well, or not so well, in every location. They need to know what the conditions are at retail stores affecting the sales of each product, and they need to know it in a timely manner. The new system offers those capabilities.
The Results
The system provided managers at Maybelline headquarters with an interactive link with the mobile field force. Corporate planners and decision makers can now respond much more quickly to situations that need attention. The solution is helping the company forge stronger ties with its retailers, and it considerably reduces the amount of after-hours time that the reps spend on data transfer to headquarters (from 30-50 minutes per day to seconds).
The new system also performs market analysis that enables managers to optimize merchandising and customer service efforts. It also enables Maybelline to use a more sophisticated interactive voice response unit—to capture data for special situations. Moreover, it provides browser-based reporting tools that enable managers, regardless of where they are, to view retail information within hours of its capture. Using the error-checking and validation feature in the MSP system, reps make significantly fewer data entry errors.
Finally, the quality of life of Maybelline reps has been greatly improved. Not only do they save 30 to 40 minutes per day, buy also their stress level has been significantly reduced. As a result, employee turnover has declined appreciably, saving money for the company.
Questions
1. IVR systems are still popular. What advantages do they have over even older systems in which the reps mailed or faxed reports?
2. Summarize the advantages of the new system over the IVR one.
3. Draw the flow of information in the system.
4. The existing technology enables transmission of data any time an employee can access the Internet with a wireline. Technically, the system can be enhanced so that the data can be sent wirelessly from any location as soon as they are entered. Would you recommend a wireless system to Maybelline? Why or why not?
IIBMS – E-Commerce Supports Field Employees at Maybelline
At Global Study Solutions, we take immense pride in our ability to offer specialized support to students pursuing various programs at IIBMS (Institute Indian Institute of Business Management & Studies). Our dedicated team comprises experienced professionals who excel in crafting precise and well-researched solutions for assignments and case studies across different disciplines and courses.
Our commitment to aiding students in achieving academic success aligns perfectly with the educational standards upheld by IIBMS Institute (Institute Indian Institute of Business Management & Studies). We understand the importance of delivering high-quality, customized solutions that meet the unique requirements of assignments and case studies within the institute’s curriculum.
Whether in MBA, EMBA, GMS, DMS, or any other programs offered at IIBMS Institute (Institute Indian Institute of Business Management & Studies), our team is equipped to provide expert guidance and meticulously crafted solutions. We prioritize accuracy, originality, and timely delivery; ensuring students receive the necessary assistance to excel academically.
We are dedicated to fostering an environment of academic excellence and providing dependable support to the esteemed students of IIBMS Institute (Institute Indian Institute of Business Management & Studies).
IIBMS Answer Sheets
IIBMS Mumbai
IIBMS Bangalore
Customized Answer Solutions
MBA Assignment Solutions
EMBA Case Study Solutions
GMS Answer Sheets
DMS Assignment Help
Professional Writing Assistance
Tailored Academic Solutions
Comprehensive Answer Sheets
Specialized IIBMS Support
Academic Writing Services
Timely Submission Support
Expertly Crafted Answers
Personalized Guidance
Reliable IIBMS Assistance
Get expert assistance with your IIBMS Institute (Institute Indian Institute of Business Management & Studies) assignments and answer sheets from our professional academic writing services.
Our team specializes in supporting students with IIBMS Institute (Institute Indian Institute of Business Management & Studies) coursework, ensuring top-notch answer sheets and comprehensive solutions.
Ace, with our tailored assistance, your IIBMS Institute exams, offering precise guidance and accurate answer sheet preparation.
Seeking reliable help for your IIBMS Institute studies? Trust our academic writing services for meticulously crafted answer sheets and exceptional support.
Score high in your IIBMS Institute assessments by availing our expert aid in preparing comprehensive and well-structured answer sheets.
IIBMS Institute Project Report Writing Services
IIBMS Institute Customized Project Reports
IIBMS Institute Project Support
IIBMS Institute Professional Project Report Assistance
Tailored Solutions for Project Reports
IIBMS Institute Quality Project Documentation
IIBMS Institute Expert Project Report Writers
IIBMS Institute Comprehensive Project Analysis
IIBMS Institute Structured Project Report Services
IIBMS Institute Detailed Project Documentation
IIBMS Project Evaluation Support
IIBMS Institute Custom Project Report Formats
IIBMS Institute Project Research and Analysis
MBA/EMBA/GMS/DMS Project Reports
IIBMS Institute (Institute Indian Institute of Business Management & Studies) assignments, solved papers, and study materials are available through our academic writing services.
Seeking assistance with IIBMS Institute coursework? Our professional team delivers accurate and timely solutions for all your academic needs.
Our specialized academic writing support simplifies access to IIBMS Institute (Institute Indian Institute of Business Management & Studies) question papers and model answers.
Need expert guidance for your IIBMS Institute assessments? Our service offers comprehensive solutions for students seeking assistance.
Our academic writing services ensure precise and high-quality answers for IIBMS Institute assignments, aiding students in their educational journey.
Academic writing professionals play a crucial role in assisting students with their university assignments, striving to achieve several key goals:
Quality Assurance: Their primary aim is to deliver high-quality content that meets academic standards and fulfills the requirements of the university assignments. This involves thorough research, proper structuring, and adherence to guidelines provided by the educational institution.
Originality and Plagiarism-Free Content: Professionals in this field emphasize originality by creating authentic content free from plagiarism. To maintain academic integrity, they ensure that all information is appropriately cited and referenced.
Meeting Deadlines: Timely submission is a significant goal for academic writing professionals. They work within specified deadlines to provide students with completed assignments, enabling them to submit their work punctually.
Clear and Coherent Communication: Professionals strive to convey complex ideas in a clear, coherent, and academically appropriate manner. They focus on effective communication to ensure the content is easily understandable to the target audience.
Supporting Learning and Comprehension: Beyond completing assignments, academic writing professionals aim to support students’ learning by providing explanations, analysis, and additional resources that help students grasp the subject matter more comprehensively.
Customization and Client Satisfaction: They tailor their services to individual student needs, providing personalized assistance and ensuring client satisfaction by addressing specific requirements and preferences.
Continuous Improvement: Academic writing professionals continuously update their knowledge base, research techniques, and writing skills to adapt to evolving academic standards and deliver the best possible support to students.