ETOM analysis

ETOM analysis can also be used to analyze the influence of macroenvironment factors. The term "ETOM" is an abbreviation for Environmental Threats and Opportunities Matrix - a matrix of threats and opportunities external environment. The advantage of this analysis is the introduction of a limited number of factors and events identified by experts. This type of analysis allows you to justify the reaction of a particular enterprise to a combination of macro-environment factors.

QUEST analysis

A common drawback of the STEP and ETOM methods is that they do not take into account possible relationship and mutual influence of factors and events of the macro environment. The QUEST macro-environment factor analysis technique will eliminate this shortcoming.

The term "QUEST" is an abbreviation for the Quick Environment Scanning Technique - a technique for quickly scanning the external environment.

Generally this technique allows a more balanced approach to the development of action programs to take into account the impact of the macro environment on the enterprise.

SWOT analysis

One of the widely used methods of joint analysis of the microenvironment and the internal environment of an enterprise is SWOT analysis. The term "SWOT" is an abbreviation of strengths (Strengths) and weaknesses (Weakness) of the enterprise, opportunities (Opportunities) and dangers (Threats) in the market. The SWOT analysis includes: studying the development trends of the enterprise, analyzing resources, analyzing the possibilities of using the advantages and disadvantages of the enterprise, determining the goals and objectives of the enterprise, studying the macro environment to identify opportunities and threats emanating from it.

The purpose of the SWOT analysis is to identify and study the strengths and weaknesses of the enterprise, as well as the opportunities and threats of the market. Knowing the strengths will allow you to more effectively use the market opportunities and avoid its threats; understanding the weaknesses will allow you to build their protection in time, as well as plan activities to minimize losses from threats.

SWOT analysis can be carried out using both qualitative and quantitative methods.

Qualitative methods provide for the selection by experts of indicators of possible strengths and weaknesses of the enterprise, opportunities and threats emanating from the market. The fact of selection, justification and inclusion of an indicator in the list by an expert gives it quality assessment How important indicator for the enterprise.

Quantitative methods of SWOT-analysis allow assessing the importance and strength of the factor's influence on the enterprise. In practice, decisions about possible actions and programs of the enterprise are accepted in conditions of limited resources: temporary, administrative, material and financial. In this case, it is very important to correctly allocate resources to achieve the set business goals, taking into account priority and efficiency. In addition, when using quantitative methods, the information content and convenience of working with the results of the analysis increase.

eTOM (Enhanced Telecom Operations Map) - layered model production management business processes. The Extended Telecommunications Company Process Map - eTOM - is the basis for the analysis and design of business processes in the telecommunications industry and a guideline for the design and development of OSS/BSS solutions. It is a reference model, or business process architecture, for communication service providers and their partners in the telecommunications industry. Is integral part approach to the development of operational support systems for telecom corporations NGOSS .

eTOM architecture features:

1. eTOM is a reference architecture that takes into account business processes that are possible in the activities of a telecommunications company; 2. When developing eTOM, the emphasis was placed on the links between processes, the definition of interfaces between them and the sharing of information about customers, services, resources, etc. by different business processes; 3. eTOM takes into account interactions with the external environment: customers, partners, suppliers, regulators, etc.; 4. eTOM is universal and open, it is applicable to any network technologies, services and types of business organization of the company; 5. possibility of integration with other widely used models: ITIL (IT Infrastructure Library), RosettaNet, etc.; 6. ETOM has been constantly improving for over 10 years, based on the experience of leading companies in the industry.

Story

The TMF consortium took on the bulk of the OSS/BSS standardization work. In 1995, TMF proposed the first version of the TOM (Telecom Operations Map) map of the business processes of a telecommunications company, and two years later announced the start of work on the development of the TMN concept based on it, giving impetus to the use of a process approach in the development of global management systems. In 2000, all TM Forum initiatives in this area came together under the project New Generation Operation Systems and Software(The next generation of systems and software For driving operating activities telecommunications company), or NGOSS for short.

Today, the NGOSS concept is based on:

• eTOM extended business process map describing the structure of business processes of telecommunication companies;
• information model SID, which determines the approach to the description and use of data involved in the business processes of a communications company;
• application map TAM describing the typical structure of the components of the information environment of a communications company;
• TNA & CID (Technology Neutral Architecture and Contract Interface Definitions) integration architecture, which defines the principles of interaction and integration of applications, data and business processes in a distributed NGOSS environment;
• NGOSS Compliance control system, which allows you to check the components of the NGOSS solution for compliance with the principles of the concept.

Description

eTOM is a structural model of business processes of a telecommunications corporation - a provider of communication services. The purpose of eTOM is to create a common understanding of business processes that are typical for the entire industry, and their subsequent standardization. The eTOM Business Process Map provides a structured set of business processes that determine the success of a communications service provider. At the same time, eTOM is a reference model for categorizing all the company's business processes, providing the opportunity to build a business process map and use it in the future at the required level of detail. Thus, eTOM serves as a recommendation for process management, a starting point for work on business process reengineering, conclusion of agreements with suppliers and partners. The basis of the structural model is a hierarchical decomposition of processes, consisting of 4 levels.

Zero level

At the highest level - zero (conceptual) - there are three main areas of business processes: "Strategy, infrastructure and product", "Operating processes" and "Enterprise management". The Strategy, Infrastructure and Product processes are responsible for the full range of issues related to strategy, infrastructure and product lifecycle management. "Operating processes" are the main business processes of companies - communication service providers, the basis of which is the provision, provision and billing of services. "Enterprise Management" covers general issues of supporting the activities of the company, such as personnel management, financial and asset management, knowledge management, external relations management, etc.

First level

The next step in the refinement of the eTOM architecture after the conceptual level is the decomposition of the presented blocks (level 0 processes) into groupings of level 1 processes. This decomposition gives an overview of the eTOM and offers a first level of detail, at which the activities of the company as a whole can be considered. Such a representation of the totality of the company's business processes is useful to the management of the enterprise: the executive director, the director of information technology, the head technical department etc., since the effectiveness of the processes reflected here determines the success of the company as a whole. At the same time, for a more specific description and analysis of business in practice, level 2 business processes obtained by level 1 decomposition are more often used.

Application

Using eTOM gives:

• saving time and costs for the development of the structure of business processes of the enterprise;
• solution of typical problems of analysis and optimization of business processes;
• identification and elimination of duplicate processes that have the same functionality

• a framework for managing a set of IT applications based on business needs;
• the ability to create clear and quality models business process flows;
• further application of knowledge in the field of business processes.

The use of eTOM technology in many telecommunications enterprises makes it possible to integrate many business processes of several enterprises that are suppliers-partners of each other or are united by other links.

eTOMs are used by Oracle, Amdocs, Agilent Technologies. An example of the implementation of eTOM is the development of Vodafone's global IT architecture, which was based on the eTOM structure, adapted and reflecting the specifics of the company. With the development of the telecommunications sector in Russia, the problem of complex analysis and optimization of business processes and telecom operators is becoming increasingly relevant. Accordingly, the value and significance of both the entire program for the development of the NGOSS structure and its business component eTOM increase.

Literature

Nechaev Kim Vyacheslavovich brand manager of a major Western publishing house, [email protected]

Marketing management in a consulting company

• enterprise characteristic
• situational analysis
• organization marketing activities enterprises
• the current system of planning and financing the marketing activities of the enterprise
• project of reorganization of the marketing management system at the enterprise

Part one: Characteristics of the enterprise

Description of the enterprise

Let's consider a company engaged in the establishment of Russian-German relations between client companies and consultations within the framework of these relations. We will conditionally call it “East-West Connection”. The organization has a head office in Hamburg and representative offices in Moscow and Celle, and each of these structures has a business center. The main service of the company is the opening of representative offices Russian companies in Germany [registration of a legal address, recruitment and training of personnel, legal advice on tax legislation Germany] and assistance to German companies in their introduction to the Russian market.

As part of the core business, companies allocate an additional service structure called the “East-West Connection Business-Center”. The main task of the business center is the provision of services related to holding presentations and meetings on the projects of the parent company [rent of conference rooms, meeting rooms, booking air tickets and hotel rooms, using the services of the secretariat, etc.]. Since at present the company's consulting projects do not ensure 100% utilization of the business center's capacities, the company carries out a number of independent events to promote the business center's services on the market.

Additional services for East-West Connection customers are provided by partners [multiplier companies]. The diagram below describes the flow of information between the functional elements of a company's business.

SCHEME 1. The structure of information flows and communication of the company.

Diagram 1 shows two types of customers, the first of which is attracted and cooperates with the organization on its own, and the second interacts through an intermediary [multiplier company]. Part of the functions within the framework of any project "East-West Connection" may shift to other organizations [multipliers], for example, this concerns the production of advertising materials or a website, as well as transportation and hotel services.

Composition of the business portfolio

Consulting services:

• search for partners and representatives on foreign market
• marketing research of European markets as part of expanding the geography of the client's business
• advice on doing business in Germany and Russia
• selection and training of personnel for the implementation of the company's activities in the foreign market
• organization [registration, business planning and support of activities] of firms and representative offices of companies in Germany, Austria and other countries of Western Europe
• organization and support of information and business trips
• planning, organizing and conducting presentations of projects or a product line of a client company in Germany and Russia [as a rule, clients are manufacturing companies interested in developing their business in a foreign market]
• attracting investments and launching venture projects in the field of high technologies

Services of business centers in Hamburg and Moscow to support the activities of companies:

• adaptation of advertising and information materials of the company for doing business in the international market
• adaptation of the company's existing Internet solution for a foreign audience
• design and development of a corporate Internet solution in English, German and Russian
• direct marketing services
• provision of reference information from data banks on state and commercial structures ah Germany and Russia
• professional oral and written translation[German, English and Russian]
• virtual office and secretarial services
• provision of premises and equipment for negotiations, presentations of client projects and other events
• visa support in Germany and Russia
• transport service and courier services

Positive and negative aspects of the structure and composition of the company's business portfolio:

The ability to vary prices for services depending on solvency potential client; a wide range of services that allows the consumer to receive a “full package of services from one source”; a positive image of the company as an organization with great opportunities; minimum maintenance of permanent staff and ease of coordination between projects in the current scheme of work

Lack of a formed image of the client and, consequently, a clear positioning of the company's services in the market; high risks [quality of service] and the complexity of project management associated with the transfer of part of the work to external execution

Basic indicators economic activity companies:

• the growth rate of the company's business profitability [according to the company's business plan, an annual growth in the profitability of the enterprise should be observed]
• design throughput company [number of projects completed by the company per year, taking into account the cost of each project] - this indicator should not decrease
• an indicator that characterizes the company's costs - the growth rate of the costs of maintaining a business should not exceed the growth rate of business profitability

With such performance indicators of the company, the so-called “client bias” often arises, when it is “more profitable” for a consultant to work with a certain type of client and at the same time avoid communicating with other clients. A practically fixed budget for the costly part of marketing does not allow you to actively develop your business, since marketing expenses are “cut” in the first place in the event of unforeseen circumstances. This strategy does not allow the company to develop intensively, grow along with the market, the increase in the level of sales of services occurs due to sales of a chaotic personal nature, which is not effective. Despite this, the company occupies a certain niche in the consulting services market, which allows it not only to survive, but also to bring profit to business owners.

The company's services are designed mainly to work with small and medium-sized enterprises. At the same time, the company is trying to work with large oil and metallurgical companies.

The market as a whole can be assessed with the top number of companies in Russia and Germany [regardless of the industry] interested in developing their business in the international market. The size of the market on which East-West Connection operates, in monetary terms, the author of this article does not undertake to estimate due to the lack of unambiguous data at the moment. The order of magnitude of the total cost of these services is hundreds of millions of euros per year. It should be noted that at the moment there is an active growth of the market, due to the fact that stronger Russian enterprises actively enter the European markets. The share of the market occupied by the company is growing more slowly than the market itself, which may lead to its loss in the future.

There are about two hundred competing companies in Russia. Most often, these are consulting centers at various chambers of commerce and industry, manufacturers' unions and entrepreneurship support funds.

To identify a long-term trend in the development of the company, we apply the method of assessing the survival of the business. The method is subjective [method of expert assessments], so the probability of the correctness of the judgment will depend on how correctly the individual evaluates certain characteristics of the company's business.

In the table, each characteristic is evaluated from 0 to 10 points, with 0 corresponding to a negative assessment, and 10 - the highest possible rating of the indicator. Similarly, fill in the table characterizing the effectiveness of the company in the field of sales.

Summing up the data of the tables, we can conclude that the company is in the area of ​​"uncertainty", which most of all belongs to the "business survival" sector. The boundaries of the “survival” area are different for different industries.

Part Two: Situational Analysis

Let's analyze the main factors that characterize the potential of the enterprise using the SWOT method. Based on the table below, we will form the directions in which it is necessary to move in order to overcome the negative aspects of the company's activities. Below are the main factors affecting the company's business as a whole, although a detailed analysis requires the compilation of SWOT tables for individual areas of activity.

It can be seen from the table that there is some dualism regarding organizational structure companies. On the one hand, flexibility and adaptability is strong point company, but on the other hand, this is a weak point in terms of decision-making. To strengthen the company in the market, the following measures are necessary: ​​to clearly position its services to the consumer, having only the necessary margin of flexibility to manipulate the composition of the business portfolio, to optimize the flow of information within the company through a single information system based on intranet and internet, to resist the enlargement of competitors' businesses through an individual approach to the client and the mobility of the company structure, continuous improvement of the quality of the services offered and the search for additional competitive advantage On the market.

Using the PEST analysis methodology, we will identify the factors that affect the company's activities from the macro environment. It is worth noting again that the company is considered here as a whole without dividing the business into components [consulting and business center services].

"East-West Connection" operates on the international market and, therefore, there is a strong dependence on external, macroeconomic factors. During the period of economic instability in Russia, there was a decline in demand for the company's services to almost zero, both from the Russian and German sides. In this regard, the risk of losing the entire business of the company in times of instability must be minimized by having an additional backup package of business center services and a consulting unit that is not directly related to operations in the international market.

It is also worth noting that the global environmental current generates additional demand for the company's services from client companies interested in “cleaning up” their production and bringing it to international environmental standards to enter the European market. For example, the East-West Connection company works together with one large Russian oil company on a project to locate a network of gas stations in Germany.

Factors such as the economic unification of Europe, business consolidation and global technological growth must be taken for granted by the company, and the company needs only to adapt to the rapidly changing business environment.

Matrix of ETOM-analysis of the macro environment of the company:

Summarizing the data in the table, we can conclude that negative factors predominate in the macro environment of the company's business. At the same time, the company can only adapt to external conditions, but not influence them in any way.

Consider the factors of the company's microenvironment using the Porter model. Here we will describe the impact of the business environment on the entire service portfolio of the company without dividing it into components.

Analysis of the competitive environment

With regard to competition in Russian market it is worth saying that there are still many free profitable niches that are very difficult to “process”. For example, registration and sale and purchase of ready-made companies [legal address + bank account] in small towns in Germany. As practice shows, there are quite a lot of orders of this nature. It is also interesting to note the “Information trip” service, which, as a rule, is of interest to representatives of business or science for an initial acquaintance with the country where it is planned to conduct foreign economic or scientific activity. Travel agencies offering such a service are not able to provide the flow of necessary business meetings for a client without an appropriate base. This is where the East-West Connection enters the fight for the market.

Part three: Organization of the marketing activities of the enterprise

The current organizational structure of enterprise marketing

Firstly, it is worth noting that each employee of the marketing service directly reports to the director of the representative office, which helps to quickly make and approve decisions aimed at promoting the company's services on the market.

Secondly, from the negative points there is the absence of a separate position of marketing director. This leads to conflicts within the marketing group and the lack of centrally coordinated work due to the periodic unavailability of the director.

Another problem in the structure of the company is the combination of the duties of a consultant, sales manager and marketing manager in one person, while the sale of services is not divided into packages. Often this “universality” of the staff leads to duplication of functions and “split personality” of the marketing [consulting] staff. Despite this, each employee of the marketing department is responsible for a specific direction or project. In the supervised direction, the consulting manager reports directly to the director.

DIAGRAM 2. Organizational structure of the company

The main problems of the organizational structure of the marketing department:

• lack of a coordinator and controller of the activities of the marketing group within the department
• lack of specialization of sales managers, consultants and marketers
• lack of specialization in the components of the business portfolio
• lack of specialization in the components of the marketing mix

Marketing Service Goals:

• ensuring stable sales volume
• meeting the needs of the consulting services market
• analysis of consumer requirements to maintain the competitiveness of the company's services
• formation of needs for company services

Organization of marketing-mix management elements

• Product policy management

At the moment, the range of the company's services is replenished only by collecting and processing customer requirements, that is, in the marketing department, the mechanism for implementing the function of constantly developing new services works very poorly. A new service in the company's business portfolio arises only under the pressure of an active client and, as a rule, is attached to a package of additional services. The focus is not on the needs of the market, but on what the company can offer the client, in other words, there is an “imposition” of services.

The life cycle of the company's services has a long period, and as far as the author knows, there has not been a repositioning of the business portfolio components in the entire history of the organization's existence. In the development strategy, the company adheres only to the direction of promoting its brand [brand strategy].

• Pricing policy management

When setting prices for services, the company adheres to the influence on the price of the cost of the services offered and the cost of similar services from competitors. Orientation to demand, strategies "profit on price" and "profit on turnover" are not expressed in any way.

• Distribution system management

The process of production of a service is directly related to the so-called moment of truth [the service can only be provided directly by the manufacturer, although intermediaries can participate in the sale of the company's services]. Therefore, the distribution channel [for the basic package of services] can be characterized in most cases as a direct channel, that is, without the participation of any intermediaries. Sometimes there are situations when multiplier companies participate in the distribution [Scheme 1].

• Promotion system management

To promote its services on the market, the company actively uses the tools of personal sales and public relations. Of the advertising tools, it is worth noting the use of Internet advertising. A number of events are being held to attract customers through various associations of manufacturers and chambers of commerce and industry of Russia and Germany.

Let's highlight the main problems of managing the company's marketing activities.

First, as noted above, the process of developing new services is not permanent - there is no explicit focus on the needs of the client. Secondly, due to the low priority of financing marketing expenses, there is a strong narrowing of opportunities for promoting the company's services, which negatively affects the growth of the company's profitability. The lack of a clear positioning of services for various consumer groups also introduces negative aspects into the organization's marketing management system.

Part Four: Planning and Funding Marketing Activities

Currently planning financial indicators The company's activities are carried out on the basis of previous experience and expected profits for the current year. There is no rigid focus on market demand. Marketing is financed from the profits received and is a percentage of the profits. At the same time, the percentage may vary from season to season, depending on the flow of customers. Such a system makes sense when an enterprise has one or several owners who, in principle, are satisfied with a lot of the company's work.

Part Five: Marketing Management System Reorganization Project

In the light of the problems identified above in the system of organization and management of the company's marketing activities, it is proposed to take a number of measures to improve the efficiency of the organization's activities in the market.

Measures of the project of reorganization of the company's marketing management system:

• Separation of the consulting and marketing department into separate structures with the introduction of the positions of director of marketing and sales, director of the consulting department, as well as a consultant, sales manager [contract manager], marketing manager, advertising manager, marketing analyst and PR manager
• Creation of the position of Director of Marketing and Sales, subordinate to the director of the representative office, as a person who coordinates, plans and controls the activities of the marketing and sales departments
• Separation of responsibilities between marketers and sales managers [contract managers]
• Specialization within the marketing and sales department for the components of the service package and marketing mix
• Creation of a unified information system within the company, in particular for coordinating work between consulting and marketing departments

DIAGRAM 3. The structure of the company after the reorganization

When carrying out reorganization measures, the following problems of the enterprise are solved:

• there is a coordinator and controller of the activities of the marketing and sales department, which increases the efficiency of labor within the group in achieving specific company goals
• specialization in the areas of “marketing and sales” and “consulting” eliminates conflicts of interest among company employees and reduces stress levels
• specialization in the components of the business portfolio and the marketing mix will also increase labor efficiency by eliminating duplication of functions, reduce the difficulty of finding new employees to fill any position, and will also allow you to work in several areas of the company

Since the company is private, the main directions for planning the marketing mix are dictated directly by the owner in accordance with the business plan of the company and the experience of past years of activity in the market. It is not possible to offer anything new in this area, since the company takes into account only the interests of the owners. The only thing that the author could suggest in the light of the identified problems is the division of marketing complex planning into two areas - consulting and business center services. Regarding financing, I would like to note that it is worth having a certain pre-projected budget and a reserve of funds for carrying out specific programs and activities, secured by the results of the previous year, and not the current one. At the same time, within the marketing budget, there should be flexible boundaries between marketing areas [research, development of the business portfolio, brand promotion, etc.], regulated by the director of the unit, depending on the priority of the direction at a given time.

test

3.1.2 ETOM analysis

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The telecommunications business is experiencing difficult time. Despite the fact that this industry is one of the most crisis-resistant, for many players the transition from aggressive growth to internal optimization has become a necessity. To implement such changes, most telecommunications companies require the use of new management and information technologies, among which one of the most effective and popular is business process management (Business Process Management, BPM), the elements of which are described in the eTOM model.

The industry is characterized by increased science intensity and the need for highly qualified specialists in the field of ICT, which are the main arguments in favor of achieving the greatest effect from process management. In addition, the rapid development of the industry in last years required rapid modernization of the ICT infrastructure - in response to the growing needs of customers in the speed and volume of information received. In addition to technological aspects, it was necessary to constantly improve internal business processes, depending both on the equipment used and on changes in the market situation. Crisis, competition, high volatility, short service life cycle - all this inevitably affects the management system of a telecommunications company and leads to a focus on business processes to optimize performance.

A certain positive impact on the telecommunications industry, of course, is provided by the activities of the international non-profit organization TeleManagement Forum (TMF), which deals with the development and optimization of the business of telecom operators, the standardization of management and the use of information technology. One of the main components of the NGOSS standard developed by TMF is the enhanced Telecom Operations Map (eTOM). It formulates common terminology for all operators and approaches to describing internal processes. However, Russian telecom operators have a misconception about this model, which is explained by the incorrect translation of its name: many decipher eTOM as a “telecom business process model”. Most business analysts and consultants working in telecom do not see the difference between the business process model and the eTOM reference operations model, which is fundamentally wrong and does not allow you to take full advantage of the process approach. While carrying out projects for describing and modernizing business processes for our clients from the telecommunications industry, we were faced with the impossibility of using eTOM as a business process model.

Guided by the eTOM model, it is impossible to compile a holistic description of the enterprise's business processes, and therefore, to improve them. In addition, the functional areas of the eTOM model are unusual for employees of business units of operator companies. It has been said more than once that in order to correctly identify and describe a business process, it is necessary to form a chain of logically connected operations according to the following principle: an end-to-end business process must link objects external to the company, for example, “market-market” or “client-client”. This is the main difference between the business process model and the eTOM model, which presents operations grouped by functional principle. The key point in defining a business process is the chain of operations. Therefore, the eTOM structure cannot be the same as the business process structure. For work on the implementation of process management, it is the business process model that is needed, and eTOM serves only as a “supplier” of individual bricks (operations) for it. In practice, for a telecommunications company, development processes are singled out separately, which are built according to the “market-to-market” principle (from analysis of needs to the creation of services, services and infrastructure).

The main business processes of the telecom operator are built according to the "client-client" scheme (from a connection request to disconnecting a subscriber). This approach allows you to get a systematic, holistic description of business processes, see the end-to-end business process and begin to improve these processes. In order to standardize the business processes of telecom operators, at one time we developed a reference model of the processes of a telecommunications company, compiled on the basis of the experience of completed projects. The resulting model was matched against the eTOM operations model to check its completeness. In fact, all eTOM operations were placed in a business process model and then linked into chains. Building a model of "end-to-end" business processes based on the experience of implementing real projects and operations contained in the eTOM model is the basis of the methodology we propose. It has already been tested in several projects and has reduced labor costs for describing business processes.

As practice has shown, our model is more convenient to use than eTOM, since it contains terminology familiar to Russian specialists in the field of telecommunications. When solving problems related to managing the business processes of a telecommunications company, the model is more of an auxiliary character, since it was originally developed for the implementation of IT. From the point of view of improving process management, the model can play the role of a standard that serves to verify the completeness of business processes. Having described a certain process, it is necessary to analyze its constituent operations for their presence in the eTOM, and also to identify those operations that are described in the eTOM, but not implemented in practice. The use of other elements of NGOSS (TAM, SID, KPI) for tasks such as implementing a balanced scorecard (BSC), managing IT architecture and describing data has proven to be viable in practice. However, it should be taken into account that NGOSS models provide only a framework that needs to be seriously adapted to specific conditions.