Vision – mass customization…
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Vision – mass customization…“I would found an institution where any person can find instruction in
any study."
Ezra Cornell, 1868
Institutional Stores
The Problem… SIZE • Within University - 2.4 billion budget - 24 million•Within Industry
The Opportunity…•Perspective•Integration
The Solution…Partnership Aggregation
The RA… $800 million
The Solution…Technology Aggregation
RBS… $750 million
Supply Channel Integration•“B to B” integration•“B to C” integration
Customer Choice… The Primal Force
The University Customer… Who Are They?
What Print Products & Services Will They Value?
Faculty
StudentsVisitors
AlumniStaff
What Print Products & Services Will They Value?Customized Course Materials
Net reduction in mass produced print
• New texts 43% 29%
• Used texts 31% 27%
• Bundles 22% 28%
Net increase in Custom Print & Electronic (P&E)
• Custom 4% 9%
• Digital 0% 6%
:-(:-)
What Print Products & Services Will They Value?Customized Course Materials
• Faculty Customized…– Custom course book– Self published… course books & other materials– Custom course pack– Custom production of standard book (central print with local
reprint)
• Student Customized…– Ancillary materials and study aids– Editable course materials– Class Notes
Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”
What Print Products & Services Will They Value?Customized Research Materials
Shallow market:
• Scholarly publishing
• University press
• Research papers
• Doctoral theses
• Conference publications
• Out of printRBS… $750 million
Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”
What Print Products & Services Will They Value?Customized Recruitment Materials
Personalized P & E communications to
prospective students
Strategic Enablers: Knowledge… To know what they valueExecution… The ability to “customize”
What Print Products & Services Will They Value?Customized Alumni Materials
Personalized
P & E communications to prospective
donors
Strategic Enablers: Knowledge… To “know” what they valueCustomization… The ability to “customize”
What Print Products & Services Will They Value?Mass Customized Alumni Materials
Personalized P & E communications to
Campus Visitors… i.e. Cornell Adult University
Strategic Enablers: Knowledge… To “know” what they valueExecution… The ability to “customize”
Channel Partnerships… To address the whole need
Universities:• Generate large volumes of printed material. • Do not understand their overall need• Generally do a poor job of managing print.
Printers:• Know how to manage print (some understand digital services related to print)• BUT… Behave as vendors addressing piecemeal print problems - opportunities
How Can Printers “Know” & “Customize”?
Knowledge Opportunity
• Identify the whole customer need – what do university customers value?
– P & E
– Range of Application
• Develop a dynamic infrastructure to meet them.
Customization Opportunity:
• Development a fulfillment channel to dleiver it seamlessly Campus management
How Can Printers “Know” & “Customize”?Channel Integration Partnerships
Distribution Changes…From Linear
Distribution Changes…To Omni-directional
Courseweb… a personal portal case study
• Customization Greater Customer Choice
• Customers Need
– Know & understand choices
– Assistance in making choices
• Core Need… Help to manage choice
– Trusted Intermediary
– A tool… understand and execute CRM
Personal Course Materials Portal
Course Spring Term – 2007
• OR 340… Mass Customization for Printers• BUS 777… “One to One” Marketing• BUS 1000… Customer Relationship Mgt• PE 100… Golf for beginners
Charles MarshalMajor… Operations ManagementMinor… Marketing
1. The Power of One (Cornell Version)… John Ingram__ New __ Used __ EP
2. Course Pack… Case studies on print customization
3. Ancillary Materials & Study Guides
Charles Marshal
Operations Research 340…
Mass Customization for Printers
PartneredLocal Printer
RemotePrinter
“The Power of One”CRM… The power source
1st generation… Mass marketing Mass production
2nd generation… Target marketing Custom production
Next generation… One to one marketing Mass customization
If customer choice is the primal force, CRM informs and empowers it
May the force be with you