Value Chain Management, VIA University College Horsens
Authors:
Thomas Gottlob Ployart Wetche 2036932 Kristina Hemmingsen 2029398 Pawel Rosiak 2008258 Ioan Stavarache 2020733 Filip Petru 2020724 Supervisor: Erik Aaen

Project: SPV 4 Project
Date: 10 June 2010

Contents
Table of figures: 6
0.0 Problem formulation 8
0.1 Background description: 8
0.2 Purpose: 8
0.4 Problem statement: 8
0.5 Delimitation: 8
0.6 Choice of methods and models: 9
0.7 Time schedule 10
1.0 Introduction 11
1.1 Value chain analysis 11
Optimization of the value chain at Siemens Wind Power 11
1.2 Primary Activities: 13
1.2.1 Inbound Logistics: 13
1.2.2 Operations: 13
1.2.3 Outbound Logistics 13
1.2.4 Marketing and Sales: 14
1.2.5 Service 15
1.3 Support Activities 15
1.3.1 Procurement 15
1.3.2 Technology Development 16
1.3.3 Human Resource Management 16
1.3.4 Firm Infrastructure 16
1.4 Choosing the right supply chain strategy 17
1.5 Supply Chain Strategies 17
1.5.1 Innovative Products with Evolving Supply Processes 18
1.6 The Right Supply Chain Strategy 18
The concept of agility : 18
1.7 Summarize 19
2.0 How can Siemens optimize the cross functional communication? 19
2.1 Resources and capability model 20
2.2 Obstacles when using the strategic resources and capability model 21
2.3 Issues within the organization 22
2.4 Root causes for the internal challenges: 23
2.4.1 The Bad communication: 23
2.4.2 Different culture: 23
2.4.2.1 The Bonus culture: 23
2.4.2.2 The customer prioritizing culture: 24
2.4.2.3 The new customer culture: 24
2.4.2.4 The 3 cultures summarized: 24
2.5 Strategic decisions: 24
2.6 Summarize of Siemens internal challenges: 25
3.0 Customer relationship management analysis 26
3.1 Strategic sub processes: 26
3.1.1 Review