The Challenges of Local system Design for Multinationals: MaxFli Sales Force Automation System at BAT

Group Members
Alex Zisser Goutami Kukkapalli Sneha Sharma Ying Cui

Current Situation at BAT
• One of the Top Three global players in the tobacco industry • Distributing to 120 end markets in five regional divisions • Saw the need to replace existing sales force automation system • Implemented distributed approach to develop the MaxFli System • Currently – Three operating end markets – Approximately six month implementation time for each – Consultant: Joint Venture named Ciberion

Sales Force Automation and Customer Relationship Management
SFA • Automatically records all the stages in a sales process from beginning to end. • Ensuring that sales efforts are not duplicated, reducing the risk of irritating customers. CRM • A system for managing a company’s interactions with current and future customers • Synchronizes the efforts of sales, marketing, and support

MaxFli was designed to incorporate both of these

Strengths

Weaknesses

SWOT Analysis

Threats

Opportunities

Strengths
• Realization for the need of IT changes

• Use of a distributed approach for development and design
• Similar business processes • Existing MaxFli software as a reference and employees who have developed MaxFli software • Phased implementation strategy

• Good Training Framework

Weaknesses
• Large number of end-markets

• Unique needs for each and every market
• Difficult to implement packaged s/w for varying markets • Scope of the project • Poor education of MaxFli • Not implementing the training activity

• Hardware limitations

Opportunities
• 117 end markets without MaxFli • Updatable hardware • Potential sales opportunity

• Influence of large market share.

Threats
• Maintenance and upgrading • Privacy/security from Anderson