CEO Richard Wagoner's believes that now is the best to re-establish the image of the automobile pioneer from car mass-producer to the leading e-business firm. The consumer-connect strategy of the firm has enable it to be “consumercentric” rather than being “dealercentric”, which suggests that the firm is adamant regarding the improvement of its customer relations department and marketing campaigns through the use of an integrated business strategy through the use of e-commerce practices.
With the proliferation of click and mortar businesses, Ford has purchased personal computers for each its employee in order to connect more to its clients and entice more potential target markets. In accordance with this, GM has launched its own websites in order to address the inquiries of its clients. However, the “Dell model” approach that GM used backfired when it collaborated with other industry giants such as Chrysler and Ford in order to create a single portal intended to bolster the integrated supplier trading environment.
The portal was to function as host and moderator to all transactions of the automobile firms. Wagoner’s B2B strategies went all in vain when stock fell a whopping 7%, only after the B2B program was launched. GM’s CEO was indeed optimistic yet ambitious as his vision for the company is to generate revenues whenever a client merely presses a button to complete a transaction and own one of Ford’s signature automobiles. Upon ordering, General Motors Online will then transmit the information to the dealer that will deliver the product to the client.
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This order-to-delivery manner of automobile purchasing will generate a standard flow of consumer preference data to GM suppliers who will culminate the car deal. The integrated strategy of GM has yet to be proven effective, as consumers want a more comprehensive basis on purchasing a car online. Furthermore, service quality may vary due to the benchmarking of each dealer.
However, such impending catastrophe can be prevented through use of conventional B2B practices, which will not hamper simple business processes that firms engage in.
The diversity that B2C practices will diminish if firms will rely on building apt digital relationships and transactions among its trade partners and the entirety of the B2B marketplace. It is daunting yet effective task if initiated in an appropriate manner. Value chains are made firm through the simpler method of business information integration. Arguably, the primary goal of organizations and firms it the proliferation and implementation of business process integration.
In order to realize such, firms must apply reliable and secured integration infrastructure needed for mission-critical commerce applications. With this in tow, firms will surpass the complexity of the trading environment that the digital marketplace generates. One company that is applying such method through the use of online applications is General Motors Company, which recently launched GM. com to further reach out to its clients and potential segment markets.
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