Case Study: Dr. William Moulton Organization Business Development

This case study examines Dr. William Moulton's organization, a computing firm aiming to transition from a mail-order system to an online business model. Influenced by Clara Osbourne Technologies, the organization seeks to invest significantly in its online presence. The report analyzes the business's strategy using Porter's Five Forces, illustrating generic strategies like cost leadership, differentiation, and focus. It explores the benefits of supply chain management, enterprise resource planning (ERP), and customer relationship management (CRM). The study details components of ERP systems, operational CRM applications, and the importance of social media. Additionally, it outlines a proposed social media policy. The case study provides recommendations to address challenges and leverage opportunities in the online business environment. The report provides a comprehensive analysis of the organization's business development and strategic considerations for a successful online transformation.

Running head: CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Case Study:Dr William Moulton Marston organization
Name of the Student
Name of the University
Author’s Note

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Letter of Transmittal
To
ABC organization,
This is to inform you that after being influenced by the organization “Clara Osbourne
Technologies”, which is one of the computing firms, I want to invest considerable amount of
money for bringing the entire organization in the online business world. The entire budget that is
needed for the project is around $700, 00.00. Therefore, our organization requests you to
support us with some fund so that the project of moving from our client order system to online
business will be successful. We hope that the project will bring positive result and thus enhances
our yearly revenue. I will be highly obliged if you help us.
Thanking you

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Executive Summary
The report focuses on one of the computing firm that wants to move from its mail order system
to an online business world after influenced by the organization “Clara Osbourne Tecnologies”.
The main aim of the organization is to invest considerable amount of money for bringing the
entire organization in the online business world. The business contracted with the firm so that
they can grow their mail order business for cutting the edge of online presence by getting proper
advice. In this report, different information technologies are mainly reflected in order to retain
competitive advantage. It is analyzed that the paper elaborates the significance of enterprise
resource planning as well as customer relationship management. Additionally, it is also identified
that there are number of security risks as well as challenges that are associated with the online
business and thus proper recommendations are provided.

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Table of Contents
Introduction......................................................................................................................................6
Section 1: Business Strategy............................................................................................................6
1.1 Porter’s five forces model......................................................................................................6
Porter’s five forces.......................................................................................................................8
1.2 Focus of the business and illustration of Porters three generic strategies in context to
business focus..............................................................................................................................9
1.3Benefits to the business of Supply Chain Management and type of metrics that the business
should be used for measuring the performance of supply chain management..........................10
1.4 Discussion of upstream and downstream step involved within the supply chain
management business................................................................................................................12
Section 2: Enterprise resource planning........................................................................................13
2.1 Importance of enterprise resource planning........................................................................13
2.1.1 Differentiation between database management system and enterprise resource
planning.................................................................................................................................13
2.1.2 Reasons due to which enterprise resource planning system is beneficial to the business
...............................................................................................................................................14
2.2 Components of enterprise resource planning......................................................................14
2.2.1 Core components of enterprise resource planning............................................................14
2.2.2 Utilization of core components by the organization.....................................................16
2.3 Components of enterprise resource planning system..........................................................16
2.3.1 Extended components of enterprise resource planning................................................16
2.3.2 Utilization of components by enterprise resource planning.........................................17
2.4 Consideration make by the business while selecting enterprise resource planning system 18
Section 3: Customer relationship management.............................................................................19

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
3.1Providing business support to the operation by the utilization of operational customer
relationship management for marketing to the customer..........................................................19
3.2Providing business support to the operation by the utilization of operational customer
relationship management for sales to the customer...................................................................20
3.3 Providing business support to the operation by the utilization of operational customer
relationship management for customer service to the customer................................................21
3.4 Different ways of utilizing metrics from the business’s customer relationship management
for tracking and monitoring performance..................................................................................22
Section 4: Social Media.................................................................................................................23
4.1 Outline the importance of social media utilization for communication with customers.....23
4.2 Reviewing social media presence of other computing firm business..................................23
4.3 Processes that must be used for managing the social media presence................................26
4.4 Developing draft for Social Media policy for the business that can implement embark on a
social media strategy..................................................................................................................27
Conclusion and recommendations.................................................................................................28
References......................................................................................................................................30
Appendices....................................................................................................................................34
Appendices....................................................................................................................................38

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Introduction
The organization “Clara OsbourneTecnologies” is one of the computing firm that utilizes
decision support system as well as Microsoft excel for the development of WhovianPandorica’s
Database Management System. Dr.Moulton impresses by the organization and realizes that his
business needs to learn investment of considerable amount of money for bringing the entire
organization in the online business world. Therefore, Dr. Moulton contracted with the firm so
that they can grow their mail order business for cutting the edge of online presence by getting
proper advice.
In this report, proper information technologies are reflected that must be considered by
the organization for retaining competitive advantage in the marketplace. The paper also discusses
the benefits of implementing enterprise resource planning system as well as customer
relationship management in the organization of Dr. Moulton. In addition to this, the report also
elaborates the issues so that Dr. Moulton must be aware of when to embark on social media
presence.
Section 1: Business Strategy
1.1 Porter’s five forces model
Porters five forces model helps in identifying as well as analyzing the five different
competitive forces that generally shapes the business of Dr. Moulton and assists in determining
the weaknesses as well as strengths of the organization. The porter’s five forces include:

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Competition in the industry: The business of Dr. Moulton faces huge competition for
existing in the market. The rivalry among the other competitor of the business creates strong
threat for the organization (Yunna &Yisheng 2014).The competition rivalry is higher as the
organization mainly operates through mail order set up whereas other computing firms mainly
uses online medium for dealing with the customers. In addition to this, extent of exit barriers,
growth rate as well as competitive structure of the organization is not appropriate.
Potential of new entrants into the industry: The potential of new entrants into the
industry is quite high. This is because the industry of computing is quite profitable and thus it
considered attractive for long-term strategic manner. The barriers for entering into the industry of
computing are not present (Rothaermel 2015). Additionally, other entrance barriers like
government regulation, customer switching costs, strong capital base, ease in distribution, brand
loyalty as well as economies of scale is not appropriate and thus the new entrants enhance the
level of competition in the market.
Power of suppliers: The supplier of Dr. Moulton provides different types of raw
materials that are required for providing proper services as well as goods. The suppliers of the
organization are very much able to enhance cost by creating very much less impact on sales
volume. They generally pose major threat of forward integration for the organization.
Power of customers: The organization of Dr. Moulton provides proper power to the
buyers as the buyer can easily switch to another suppliers and as a result it is identified that the
buyers exert significant control over the seller. Additionally the products provided by the
organization quite similar to the products of its competitors thus the organization wants to dictate
the suppliers reducing the loss of customers.

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Porter’s five
forces
Competition (High)
Improper growth rate
Improper competitive
structure
New entrants (High)
No government
regulation
Low switching cost
Power of
suppliers
(Medium)
Can enhance cost
Power of buyers
(Medium)
Can switch to another
supplier
Alternatives are
present
Threat of substitute
products (Low)
Making profit in the
industry is high
No barrier
Figure 1: Porter’s five forces
(Source: Created by Author)
Threat of substitute products: The substitutes of the product for the business of Dr.
Moulton are quite low and thus the potential to make profit in the computing industry sector is
quite high for the organizations (Aithal 2016).The threat of substitutes is low for the company
and thus the organization is capable of setting prices properly.

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
1.2 Focus of the business and illustration of Porters three generic strategies in context to
business focus
The focus of the business is to invest considerable amount of money for bringing the
business of the organization into modern online business from the mail-based order set up. The
organization wants to move from its mail based order set up to online system in order to develop
the organization globally. This will be considered quite advantageous for existing in the
competitive marketplace for the organization.
Porter’s generic competitive strategy is defined as one of the decision support tool that is
helpful in determining the profitability of the organization. The competitive advantage combined
with the focus or scope activities of the computing firm lead to three different generic strategies
for achieving proper performance within the organization (Arasa & Githinji 2014). The strategies
include leadership, differentiation as well as focus.
Cost Leadership: The business of Dr. Moulton uses wants to become low cost producer.
The sources of cost advantage are varied and it mainly depends on the factors that include
proprietary technology, preferential access of different raw materials as well as pursuit of
economies of scale.
Differentiation: By applying the strategy of differentiation, Dr. Moulton wants to be
unique so that large numbers of customers get attracted towards the organization. The business
wants to move from its email based order set up to online system so that buyers can easily reach
them (Tansey, Spillane & Meng 2014). This strategy is quite helpful in serving the customers
with their requirement as well as demand that further enhances the yearly revenue of the
business.

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Focus: The strategy of focus is applied by the organization for moving its business to
online system and it is very much important for providing proper competition to different
organizations. The focus of moving their business to an online system will be helpful in
providing proper competitive advantage to the business.
1.3Benefits to the business of Supply Chain Management and type of metrics that the
business should be used for measuring the performance of supply chain management
Supply chain management is considered as one of the integral part of the business that
helps the business of Dr. Moulton towards success. The benefits that the business achieves due to
supply chain management include:
Reduce operating costs: It is identified that due to supply chain management, the
business minimizes purchasing cost, production cost as well as total supply chain cost. The
retailers of the organization utilize supply chain delivering products of the organization. It is also
identified that production cost of the organization minimizes as manufacturers depend on supply
chain for delivering various types of materials during shortage (Rajbhar & Mishra 2016). The
supply chain of the business provides proper opportunity to the retailers as well as manufactures
in order to design network that helps in meeting goals of the customer service.
Boost customer service: With the help of the supply chain management, the business is
helpful in providing proper service to the customers. The expectation of the customers is to get
the delivery of the product on right time and thus it is identified that with the help of SCM, the
organization is successful in meeting the needs of the customers that further helps in providing
proper customer satisfaction.

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
Figure 1: Supply chain management
(Source: Created by Author)
Improve financial position: The SCM helps in improving the financial position of the
organization by enhancing profit advantage, cash flow as well as minimizing fixed assets. It is
identified that reduction in cost enhances the profit of the firm (Ermilo, Cain &Pattison 2014).
The speed of product flow towards the customers also enhances due to the use of supply chain
management, which further increases the cash flow within the business.
The metrics that are used by the business for measuring the performance of supply chain
management include the following:
Customer order supply time: The time that is required for delivering the products to the
customer helps in judging the benefits of SCM for the business.
Inventory turnover: The number of times the business inventory cycles occurs in a year
helps in measuring the inventory turnover of the company. It is identified that high inventory
SCMReduceoperatingcostsImprovefinancialpositionBoostcustomerservice

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CASE STUDY: DR. WILLIAM MOULTON ORGANIZATION
turnover helps in providing information that supply chain management is beneficial for the
business.
Figure 3: Metrics of SCM
(Source: Created by Author)
On time shipping rate: The percentage of items or products that reaches to the customer
before the requested date of the shipments helpful in considering that SCM is beneficial for the
organization.
1.4 Discussion of upstream and downstream step involved within the supply chain
management business
Upstream supply china management: The steps that are taken by the business supply
chain management are procurement. The procurement is defined as terms that mainly assist in
obtaining proper items from the supplier. The entire cycle of purchasing include receiving,
MetricsCustomerordersupplytimeInventoryturnoverOntimeshippingrate