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Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.2000 1

Der Bayer-Konzern im Überblick

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Umsatz 27,3 Mrd. EURO. 10.000 Verkaufs- produkte. 140 Länder. F+E- Ausgaben 2,3 Mrd. EUR. 120.400 Mitarbeiter. Stand 1999. Der Bayer-Konzern im Überblick. Die Bayer Arbeitsgebiete. Gesundheit. Polymere. Landwirtschaft. Chemie. Customer focus. Marketplaces. Partnership. GB1 GB2 - PowerPoint PPT Presentation

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Page 1: Der Bayer-Konzern im Überblick

Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20001

Page 2: Der Bayer-Konzern im Überblick

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

Page 3: Der Bayer-Konzern im Überblick

Praktiker-Reihe „Medienmanagement“ Uni-Köln, 21.Nov.20003

Die Bayer Arbeitsgebiete

Gesundheit

Landwirtschaft

Polymere

Chemie

Page 4: Der Bayer-Konzern im Überblick

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)

Page 5: Der Bayer-Konzern im Überblick

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

Page 6: Der Bayer-Konzern im Überblick

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“

Page 7: Der Bayer-Konzern im Überblick

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

Page 8: Der Bayer-Konzern im Überblick

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

Page 9: Der Bayer-Konzern im Überblick

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

Page 10: Der Bayer-Konzern im Überblick

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

Page 11: Der Bayer-Konzern im Überblick

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

Page 12: Der Bayer-Konzern im Überblick

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