Nå nya kunder med E-handel

Sammanfattning: BT is a global company within the lift truck industry. The main office is located in Mjölby. In Europe all sales and service activities are carried out by fully owned sales companies. I North America, BT RAYMOND develop and distribute trucks under a different brand. For the rest of the world BT works together with a distributor network, most of them are fully independent others BT has a small ownership in. BT is today own by TOYOTA material handling. This report is a study about BT’s possibilities to start an Electronic Commerce sales channel. At the beginning BT will most likely aim for a pilot project for Electronic Commerce for the Division Hand Trucks. The main reason is that the hand pallet truck is well suited for the web since it is rather standardized. This study can be an embryo for BT Europe to reach new customers who may discover BT’s products on-line. The goal for the future is to cover these customers in a better way and the Internet and Electronic Commerce could be one way of doing just that. We are not proposing a turnkey solution to BT. Instead this report aims to increase the knowledge within BT itself in this area. In addition we also try to highlight a number of important areas BT needs to address before an official launch of E-Commerce. Since a new on-line sales channel would impose major changes within BT we have also chosen to analyse important factors during a possible implementation phase. Together with our project company we have also decided to explore the CRM perspective with a new channel on the web. There seems to be possibilities for BT to improve their methods in this area and E-Commerce may be one tool to use. The authors focus on four important areas in this thesis. These are, Price, Sales and Marketing, Design of EC portal and Logistics. We also show several theoretical models like Key factors during a project process, Business Process Reeingineering and the Six-step model. The authors also discuss different forms of data collection methods. One key element of this report is the results of the questionnaire given to key people working for BT in Europe. There are also interviews from another company (SECTRA) about organisational change which can give the readers other perspectives in this area. At the end of this report (chapter 11) the readers could study our recommendations for BT in the event they will go through with implementing an E-Commerce channel. Those recommendations are summarized in both a long term and a short term perspective