Moore Medical Corporation Business Case Study
Essay by Yinan Liu • November 21, 2018 • Case Study • 611 Words (3 Pages) • 2,569 Views
ISOM 5020 - Information and Technology Management
Assignment #1
Student Name | Student No. |
Mr. Luis Capelo De Almeida | 20577724 |
Mr. King Wah Leung (Billy) | 20571756 |
Mr. Tsun Hay Chow (Chauncy Chow) | 20567872 |
Ms. Jiangning Zhou (Iris) | 20577334 |
Ms. Yong Lin (Selina) | 05803299 |
Ms. Yinan Liu (Alice) | 20577164 |
Executive Summary – Moore Medical Corporation (Moore) Business Case
- Business Objective
The mission of this exercise is to determine whether Moore should purchase Customer Relationship Management System (CRM) and 4 new Enterprise Resource Planning (ERP) Modules to enhance demand planning and communication/ interactions with customers in order to provide excellent customer service to the existing ones (such as various practitioners in non-hospital setting) plus potentially more new customers in this growing market.
- Key Issues/Problems
In late 1997 – 1998, Moore spent US$7M to implement and launch the current ERP system (“Suite”) with support from J.D. Edwards. Moore’s management were somewhat pleased with its functions but also felt that this system was not fully utilized with following weaknesses:
- Complicated process for bids and quotes management
- No total marketing campaign solution was offered
- Less user-friendly order entry system
- Lengthy set up process for new account to customer calls (no review function to check against existing database & duplicated inputs are required)
- High churn rate (~30 – 35%) as compared to market average (25%)
- Share of wallet is relatively low
- Narrow product ranges
- Lack of demand planning and forecasting tool
- Did not utilize data stored in ERP for value-added activities
- Seemed that some user’s requirement was not catered during development stage
- Room for improvement in order management (only 68% orders were perfect while the remaining 32% orders had issues on split shipments, back orders & late shipments could be resolved simply with better demand planning/forecasting)
- Options for adding CRM and additional ERP modules or not
|
| (3) Both (1) & (2) | (4) No implementation | |
Features |
(US$100,000)
(US$400,000)
(US$2,500)
(US$90,000) |
| By implementing CRM application & any of 4 ERP modules from (1) & (2) |
|
Cost | US$592,500 | * US$300,000/module | From US$892,000 to US$1,792,500 | US$7M (paid) |
In parallel, Moore should explore website revamp as the trend of online purchases are on the rise. They have been doing good job with catalogues which they could also apply online in a very user-friendly way to facilitate more online purchases.
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