THT BI TRONG VIC THC THI NG DNG ERP TI TP ON THC PHM HERSHEY S tht bi ca Hersey khng phi l bn co trng

nhm ln n chnh ERP, nhng ERP nn ch ti bt k cng ty no chn n thc thi nh l mt b m rng nhm m bo h thng s hot ng tri chy trc khi bc vo giai on bun bn cao im. -Chui ca hng Age, nm 1999 Khng cht nghi ng no v vic nm 1999 l mt nm cc k kh khn v y tht vng ca tp on thc phm Hershey. Trong khi nm ny c mt khi u chm do thiu nhng kho bn l, th cng lc chng ti li hon ton trng i vo mt kt thc ng k vo na nm sau . Vic p dng giai on cui ca h thng thong tin doanh nghip m rng ca Tp on to ra nhiu vn trong phm vi dch v khch hng, ca hng v n t hng. S pht trin ca chng ti trong nhng nm gn y t c t cc rng buc v hiu sut trong vic vn chuyn hng ha lm nhng kh khn ny tr nn ti t hn. Kt qu l, vic bun bn v kim tin ca Hershey kh l thiu k vng trong nm ny. -Kenneth L Wolfe, Ch ta v CEO, Tp on thc phm Hershey, nm 1999Gii thiu Vo Qu 3 ca nm 2000, Tp on thc phm Hershey (Hershey), M c nn tng l xng sn xut socola v nh my ko ng, tuyn b rng tng thu nhp ca mnh tng ti 12% ( 1.197 t USD so vi 1.097 t USD vo qu 3 nm 1999). Cng lc , li nhun tng 23% t 87.6 US ti 107.4 triu US. Ban qun l v cc nh c ng ca cng ty rt hi lng vi li tuyn b ny, bi v Tng thu nhp v li nhun ca Hershey trong qu 3 nm 1999 cng nh trong nguyn nm khng tt do c lin quan ti vic p dng h thng ERP ca cng ty. Theo nh li ca Kenneth L.Wolfe (Wolfe): phi tha nhn rng, chng ti ang trong vc su ca nhng kh khn trong vic vn chuyn hang ha trong sut qu 3 nm ngoi. H thng ERP, cng nh l c s vt cht phn b c ci to ng M, u ci thin rt nhiu trong sut giai on yu cu cao ca nn kinh doanh bnh ko trong nc Hershey ang bt u ci t c s h tng phn cng cng nh phn mm vo nm 1997. Vo nm 1999, Hersey gn nh ngng hn bc cui trong vic p dng ERP. Hershey chn nhng dch v ca 3 nh cung cp SAP AG(SAP), Siebel System (Siebel) v Manugistics cho d n ca mnh , v mt vi modules c p dng cho mi hoch nh ca cng ty vo thng 1 nm 1999. Tuy nhin, nhng module cn li c thc thi vo thng 4 nm 1999 b tr hon v c thc thi vo thng 7

nm 1999. iu ny chim ht thi gian khi m cng ty thng xuyn bt u nhn mt lng ln n t hng vo dp l ging sinh v Halloween. lm nhanh qu trnh thc thi, Hershey quyt nh chn p dng chin lc BigBang ngha l cc modules c p dng mt cch ng b. Mt vi module khng th c kim tra ng hong do khng c thi gian. iu ny dn ti mt s vn lin quan ti vic qun l n t hng v ha n, v nhng li t hng t nhiu nh bn l v nh phn phi khng th c hon thnh, cho d Hershey c nhng thnh phm c lu tr trong kho. nh hng xu ca vic p dng tht bi h thng ERP xy ra ngay lp tc, vi tng doanh thu gim xung trm trng vo qu 3 nm 1999. Doanh thu hng nm trong nm 1999 t hn 150 triu US so vi nm 1998, gim xung tn 12% ( da theo bng I : bng chi tit ti chnh ca Hershey vo qu 3 nm 1998, 1999 v 2000) BNG I CHI TIT TNH HNH TI CHNH CA HERSHEY (1998-2000) Cui qu 1-10-2000 1,196,755 696,431 303,688 1,000,119 196,636 21,152 175,484 68,079 107,405 Cui qu 3-10-1999 1,066,695 634,042 268,575 902,617 164,078 20,507 143,571 55,993 87,578 Cui qu 4-10-1998 1,217,237 706,605 311,658 1,018,263 198,974 22,691 176,283 68,750 107,533

Khong Doanh thu Gi c v chi ph Gi bn Selling, Mktg,Admn Tng gi v chi ph Thu nhp trc li v thu nhp trc thu Cc khon li Doanh thu trc thu thu nhp Tin d phng cho thu thu nhp Khon Thu nhp

Tuy nhin, Hershey nhanh chng hi phc li nhiu v p dng mySAP.com vo thng 9-2002, trc tin v di khon chi ph c c lng. Theo nh Steve Sawyer, Gio s cng ngh v khoa hc thng tin, trng i hc bang Pennysylvania: Ni cch khc, hu ht cc tp on khng tht bi qu nghim trng vo lc u, cho nn vic sa cha ca h khng bao gi qu tt c Nn tng

Hershey c thnh lp bi Milton Hershey (Milton) vi tn Hershey chocolate company (HCC) vo nm 1894. Trc khi thnh lp HCC, Milton tri qua 4 nm hc ngh lm ko Lancaster. Nm 1876, ng thnh lp ra mt ca hng bn ko Philadelphia ( ng ca vo nm 1882). Sau ng chuyn ti Denver, ni m ng hc cch lm caramel bng sa ti. Sau ng bt u vic kinh doanh ko NewYork v tht bi. ng quay li Lancaster bt u vi Cng ty Lancaster Caramel mt cch thnh cng. Cc sn phm ca cng ty c bn trn ton nc M v c xut khu sang Chu u. Milton quyt nh lm socla khi ving thm mt phng trng by nm 1893, ni m ng mua xng sn xut socola. S dng xng ny, ng bt u lam socola ph caramel, HCC c hp thnh tp on sau s thnh cng vo nm . Vo nm 1895, HCC sn xut nhiu hn 114 loi socola. Nhng socola sa vn ch c lm bi mt vi cng ty thy s. Milton mun nhm ti vic nghin cu cch sn xut socola sa i tr, v mt vi nm c gng tm kim ra s kt hp v phng php ng n sn xut ra socola sa. vo nm 1899, ng to c hn hp ng gm cocoa, ng v sa nh qu trnh th nghim lin tc v tr thnh cng ty M u tin sn xut socola sa. tp trung vo vic kinh doanh socola, cng ty caramel c bn vi gi 1triu vo nm 1900. Mt c s vt cht mi sn xut socola c khi to Derry Township, Bang Pennsylvania. Chin tranh th gii th nht gy nh hng xu ti cng ty, bi v ng nhp khu t Chu u tr nn khan him. iu ny lm cho HCC khm ph ra c kh nng s dng lng ng thay th hiu qu CuBa v cng ty tip tc s dng cc n in ma v cng xy dng nh my ng Cuba. Vo nm 1927, HCC c hp thnh tp on vi tn Hershey Chocolate Corporation. Cng lc , mt cng ty kinh doanh a c Hershey cng c hp thnh. Cng ty ny xem xt cc hot ng khc ca Milton nh cc d n cng ng. Mt cng ty khc gim st vic iu hnh CuBa cng c thnh lp vo cng thi im . Trong cng mt nm, Cng ty ny bn c 350000 c phn ca tp on Hershey Chocolate Corporation. Hershey c bit bi nhng pht kin v c cng nhn khi gii thiu cc loi socola khc nhau. Mt vi loi bao gm siro socola dng trong nu nng ti gia (1926), socola thanh (1928), Krackle Bar, kem ph socola sa, shell toppings, hot fudge,v.v.. Mt s sn phm ph bin khc ca HCC nh Hershey Kisses (c gii thiu vo nm 1907), Mr.Goodbar(1925), Krackel Bar(1938) v Hershey Hugs(1993). Trong sut th chin th 2, qun i M yu cu mt thanh socola c trng lng 1onces, khng tan chy nhit cao v cung cp nhiu nng lng. Sn phm khng cn ngon v nhng ngi lnh ch n n trong trng hp khn cp. Nhn ly

th thch , Hershey sn xut ra nhng thanh ko c bit p ng nhng yu cu pha trn. Chng c gi l Field Ration D. Cui th chin, Hershey sn xut khong 24 triu thanh ko Field Ration D mi tun. Sau th chin th 2, nhng c s vt cht Cuba c bn cho cng ty Cuban Atlantic Sugar. Sut nhng nm sau , Hershey Chocolate Corporation s dng mt vi cng ty m rng v cng c v tr ca n. Vo nm 1963, Hershey dng cng ty H B Reese Candy ni ting vi nhng vin ko b u phng hnh tch. N cng a dng ha thnh vic sn xut pasta bng cch hp tc vi cng ty San Giorgio Macaroni,Inc. v cng ty Delmonico Foods,inc. Vo nm 1977, Y&S candies c s dng. Hershey cng s dng nhng quyn sn xut v phn phi nhiu sn phm ca cng ty Cadbury ca M.vo nm 1968, cng ty ny c i tn thnh Hershey Food Corporation. Cc sn phm ca Hershey c xut khu ti hn 90 quc gia trn ton th gii. Hershey bn mt vi sn phm v mt s loi ni ting nh Hershey kisses, Kit kat, Reese Peanut butter cups, Twizzlers, v..v. Hershey bn gn 3.300 sn phm, bao gm ko vi cc hnh dng v kch thc khc nhau. Vic bun bn ca Hershey tng t 334 triu US vo nm 1969 ti 4.96 t US nm 2006. Vo nm 2006, cng ty c hn 14.300 nhn vin. Vic p dng h thng ERP Hershey nh gi sn phm rt thp, v t c vic bun bn gn 5t US, th cng ty cn phi bn c mt s lng ln sn phm. iu ny cn nhng hu cn mang tnh hiu qu v h thng chui cung ng c h tr bi cng ngh thong tin (IT). u nhng nm 1990, vic s dng IT trong ngnh cng nghip thc phm v ung l thp nht. Trong giai on ny, Hershey, cng nh hu ht nhng cng ty khc trong ngnh cng nghip ny s dng h thng k tha. N hot ng thng qua nhiu h thng k tha trn my ch -c s dng cho nhiu chc nng khc nhau c phn loi theo ngun nhn lc- gi ti tin trnh. Trong cui nm 1996, vic qun l ca Hershey a ra s nht tr vi mt d n mang tn Enterprise 21-nhm ti vic m hnh ha phn cng v phn mm c s dng bi cng ty.Do cc vn Y2K c cho rng s xy ra trong h thng legacy ca cng ty nn Hershey quyt nh thay th h thng ny, hn l tn nhiu cng sc gii quyt ngy s xy ra nhng vn trong h thng legacy. Mc tiu chnh ca d n Enterprise 21 l nng cp v tiu chun ha phn cng, chuyn sang mi trng client/server t mi trng my ch, chuyn ti mng TCP/IP, v..v. Cng mt khong thi gian , ang mc ln yu cu t cc nh bn l rng nhng nh cung cp nh Hershey nn chia s d liu ca h v nhng chuyn giao hang m nhng nh bn l ny c th duy tr cc mc hang tn kho mt cch ti u nht v gim chi ph.

Bng vic p dng phn mm mi, Hershey nhm ti vic giao hang c iu phi tt hn, gip cc nh bn l duy tr mc hang tn kho thp v gim hang tn tn nhiu chi ph, v trn ton din, cung cp dch v khch hang tt hn. Vic phn chia h thng thng tin ca Hershey chuyn thnh h thng ERP vo thng 4 nm 1999. Theo nh Keith Costello, thnh vin i d n Enterprise 21: chng ti thit k li ton b tin trnh kinh doanh vi khch hng. Chng ti ang p dng iu ny u tin cng c tnh cnh tranh, v th 2 cng c dch v khch hang ca chng ti. Trong vn ha hp tc, mng dch v khch hang hin hu rt cao. VD: khi cc khch hng t hng, nhng i l dch v khch hng ca Hershey s c th ni rng liu sn phm c th c giao vo ngy m khch hng mun hay khng, nu khng, th khi no n s c chuyn ti cho khch hang Phn mm ERP mi ny trng i l s gip Hershey t chc li cc tin trnh kinh doanh. V mc ch ny, Hershey chn cng c SAP AGs R/3 Enterprise Resource Planning, cng vi phn mm ng hnh t 2 nh u t- Manugistics v Siebel. Phn mm ca SAP bao gm nhng module v ti chnh, bun bn, qun l vt liu, kho hang, tin trnh t hang, v ha n. Manugictics s cung cp phn mm qun l vic vn chuyn, sn phm, d bo v lp lch. Phn mm ca Siebel th h tr Hershey trong vic qun l cc mi quan h khch hang v tm kim s hiu qu cho vic tip th ca cng ty thng qua mt module v vic nh gi khuyn mi. Hershey s dng phn mm ca Manugistics t sm trong h thng my ch ca mnh. Sau chuyn sang h thng ERP, Hershey c mt phin bn Client/server trn cng mt phn mm. IBM Global Services c chn tch hp phn mm c cung cp bi 3 nh u t khc. Mc tiu ca d n l t ton b cc h thng trn mt nn tng c tch hp. Ni chung, d n c trng i l s tn 110 triu US L mt phn ca d n Enterprise 21, Hershey ci t h thng m vch trong cc sn phm ti M. Thng qua m vch, Hershey nhm ti vic gim chi ph sn xut, tm kim cc vt liu trong v ngoi lung, v ci thin ton th vic qun l ca logistics. Theo nh k hoch ban u ca d n, Hershey s c th chuyn sang h thng mi vo thng 4 nm 1999, khi vic bun bn hang nm ca cng ty sn xut ko so snh vi nhng thi im khc trong nm thng rt thp. i vi cng ty sn xut ko, th vic bun bn 2 ma Ging sinh v Halloween hu nh chim 40% trn tng doanh thu. iu ny c ngha l d n s mt 4 nm hon tt, trong khi n phi c hon thnh ch trong vng hn 30 thng. Mt l do khc gii thch v sao Hershey mun hon thnh d n theo tin nhanh nh vy l bi v vn Y2K ang e da cng ty. Vo thng 1/1999, mt vi module nh SAP financial, qun l t liu, mua bn , v lu tr kho c p dng. tuy nhin, cc module khc nh x l n t hng v h

thng ha n ca SAP, gi pricing v promotions ca Siebel v module planning v scheduling ca Manugistics c p dng sau . Mc d Hershey d nh s chuyn sang h thng mi vo thang 4/1999 ( l mt thng kh kh khn trong vic kinh doanh bnh ko) nhng nhng mdun ny vn c thm sau 3 thng (7/1999). Vo thi im , Hershey chu p lc v khng v th ko di vic p dng k hoch, bi v vn Y2K ang tr nn nghim trng. chnh l thi im m cc n t hang t cc nh bn l vo dp l Halloween bt u trn v. Sau Hershey chn tip cn Big Bang cho vic p dng h thng ERP. Trong vic tip cn ny, phn mm c thc thi cng mt lc, thay v tip cn theo giai on khi s dng mt module mt thi im, kim tra n v sau l chuyn sang module tip theo. Vic tip cn theo giai on ny cho php mt cng ty tm kim v sa li trc khi chuyn sang giai on tip theo. Tuy nhin, Hershey ang theo quan im tip cn theo hng BigBang s cho php cng ty p ng ton b n t hang trong dip l Halloween. Cc vn Ban u, t gii thiu sn phm mi rt tri chy. Nhng cc vn gn lin vi tin trnh hon thnh cc n t hang v giao hang t t bt u ny sinh. Mt vi hp ng c giao sau lch hn v thm ch trong s chng, mt vi cuc giao hng cha hon tt. Tuy nhin, qu tr cho Hershey i ph vi vn ny. H thng logistic c ( c thay th) b gt b, v m ng cho h thng mi, ci m khng th hot ng nh yu cu. Khng c bt c d liu no v sn phm trong tay, Hershey thng phi gi cho khch hng v hi v chi tit s lng m h nhn c v t hng. Vo thng 7/1999, khi Hershey chn vic tip cn Big Bang cho vic p dng h thng ERP trong vng 8 ngy- iu ny lu hn thng l. Hershey duy tr nhiu ngun cung cp xc nh bt k nhng vn nh no c th xy ra trong sut qu trnh thc thi. Nhng 3 tun sau khi p dng h thng mi, thc s l Hershey khng th lm ng thi hn bi v vic giao hng b tr tr. Bi v so vi 5 ngy thng thng m cng ty phi tn giao hng, th Hershey yu cu cc nh phn phi tn 12 ngy giao cc n t hng ca h. Tuy nhin, Hershey cng khng ng hn. Vo thng 8/1999, cng ty mt 15 ngy sau hon thnh cc n t hng. Mt vi nh phn phi ca Hershey nhng ngi t sn phm khng th cung cp cho cc nh bn l kp thi gian, v do mt uy tn trn th trng. Cc nh bn l than phin rng vn trong vic cung cp khng u n t pha Hershey vn cn dai dng k t ma h v h ang tm nhng cng ty thay th khc. Theo nh mt nh qun l ko 7-Eleven: nu chng ti ht KitKat hay mt sn phm no khc ca

Hershey, chng ti c th chuyn sang sn phm ca Snikers. Chng ti bn sn phm bn chy nht k tip. Hershey cng mt nhiu ch by bn mt hng c gi tr c s cnh tranh cao trn th trng. Nhng khch hng bt u chuyn sang cc sn phm khc ca nhng i th cnh tranh nh Nestl v Mars. Nhng nh bn l cho rng khng ch vic bun bn ngn hn m cn di hn ca Hershey cng s b nh hng rt nhiu. Theo nh Ron Coppel, ph ch tch pht trin kinh doanh ca cng ty Eby-Brown, mt nh phn phi, ni rng: Nu bn mun c tup kem nh rng trong tay ti,th ti s a cho bn. Nhng nu l mt thanh socola, ti s ly mt ci na. Nhng khch hng khng thch ra ca hng bi v khng c thanh ko ca Hershey . H s ly mt thanh ko khc. Mt mt, Hershey khng th gi nhng hp ng ng hn do cc vn v nhp, x l v hon thnh ha n; mt khc, Nhng nh kho cht y sn phm chun b giao, bi v qu trnh sn xut hot ng tri chy. sn phm tn kho bt u cht thnh ng v cui thng 9 nm 2000, hng tn kho nhiu hn 25% so vi hng tn nm ngoi. Hershey b l nhng chuyn giao hng, mc d c hng ha trong kho. S tht ny gy ngc nhin cho nhng nh quan st th trng v Hershey khng h tit l chi tit s vic. Sau , cc nh phn tch xc nh rng vn xy ra l do mt vi cu trc bt thng nm trong cng ty. Vic p dng SAP R/3 ERP i hi ton b d liu phi gn lin vi v tr ca hng trong kho v chi tit hng tn. Hershey tng m bo nhng sn phm bn trong lung vo thi k nh im ca cc n v sn xut bng cch t cc sn phm vo bt k ch no sn c; lun lun l trung tm phn phi hay nh kho. Thnh thong, cng ty thu ch tm thi v nhng sn phm thm ch c tr trong nhng cn phng khng s dng trong nhng nh my ca cng ty. C s vt cht tm thi l nhng ni m sn phm c tr khng c xc nh l nhng im lu tr ngoi tm phn mm SAP R/3 ERP, v nhiu a im lu tr n gin l khng th chp nhn c. hon tt nhng n t hng ca khch hng, phn mm SAP ban u kim tra hng tn c ti mi kho c nm trong d liu lu tr ca Hershey. Tuy nhin, cc sn phm c tr trong nhng v tr khng chnh thc th khng c phn mm SAP R/3 kim tra. Nguyn nhn chnh ca vn ny l vic thiu hp tc gia nhn vin cng ngh s dng h thng v nhng ngi nm trong h iu hnh m cha cp nht nhng vic s dng gii php phn mm. Khng c c s d liu ca hng trong kho hin ti, nhng n t hng khng th x l kp thi. Theo nh Kenneth D.Miesemer, Gim c iu hnh vic phn phi pha ng ca Hershey ni: chng ti c mt vn trong chnh xc v hng tn kho, v nhiu ln chng ti khng c ng hng trong kho ng v tr trong c s d liu.

Hershey khng nhn ra c s tn ti ca vn cho n u thng 9/1999. Vo gia thng 9/1999, Hershey mi tuyn b rng ang c nhng vn trong vic x l nhng n t hng s dng h thng my tnh mi. Cng ty ni rng nhng nhn vin ang i mt vi nhng vn truy cp vo nhng n t hng mi trong h thng, v h thng mi khng a ra nhng chi tit n t hng n nhng kho. Mc d cng ty khng ch ra liu rng gc r ca vn chnh l cht lng phn mm hay vic p dng qu km, nhng cng ty li khng ni rng lung thng tin gia nhng ng dng khc nhau cn c lm ng sa cha vn . Tin tc ny c ng trn trang nht ca t bo chuyn ngnh kinh t v gi c phiu ca Hershey tt xung cn 8% trong vng mt ngy. Tin tc v vn tt gim nghim trng trong c mt thi di, rt xung 35% t 74US trong 11/1998 xung cn 47.5 US vo cui thng 11/1999 (theo nh Exhibit II v gi c phiu ca Hershey t nm 1998-2000) c ng trn khp phng tin thng tin i chng. Hershey tuyn b rng vn ny s c gii quyt vo tun u tin ca thng 11/1999. Tuy nhin, cc nh phn tch th hin s nghi ng v kh nng lt li th c ca Hershey. Theo nh William Leach t Donaldson, Lufkin&Jenrette: H b l dp l Halloween, v c th s b l lun dp l Ging sinh , v h c th thm ch bt u b l c l Phc Sinh . Sau , Wolfe khng nh rng tt c nhng iu u c th, Nhng vn s khng c gii quyt trc cui nm 1999. Vi nhiu n t hng cha c gii quyt, S tht bi ca Hershey trong vic p dng phn mm ERP kp thi tiu tn 150 triu . Li nhun vo qu 3 nm 1999 gim xung 19% v vic bun bn gim xung 12%. Trong bo co hng nm nm 1999, Hershey trnh by rng: vic gim nhng chuyn hng l kt qu t nhng kh khn trong vic hon thnh n t hng (dch v khch hng, tr kho, v vn chuyn) m cng ty phi tri qua k t khi bt u tch hp h thng thng tin v cc tin trnh kinh doanh mi sut qu 3 nm 1999. Hershey cho rng vn chnh l a n t hng ca khch hng vo h thng v chuyn chng ti cc kho lu tr. c lng rng trong sut qu 3 v 4 ca nm 1999, Hershey mt khong 0.5% c phn trn th trng. Vn l g? Nhng nh phn tch qun l cao nht ca cng ty cng nh l ca ngnh cng nghip ny bt u nhn vo nguyn nhn ca vn ti Hershey. Mc d SAP b ch trch l dn n s tht bi hon ton ca Hershey, th vic qun l ca cng ty cho thy mt cch khc bit. Theo McKay, nu n l mt vn t h thng, ti s ch ch ti 1 vn t h thng. Siebel pht biu rng vn khng phi do phn mm ca h, Siebel ni rng: c th l do chuyn sang kiu ci t mt cch bng n, h tn dng qu mc.

Nhng nh phn tch cng nghip cng nht tr rng nhng vn trong vic qun l d n l t l do trn. Theo nh Tom Crawford, tng qun l, n v tiu th sn phm ca cng ty SAP M ni :thc s chng c t phn mm no to ra vn c, m l do danh sch nhng li v sa li m cn c a vo to khc bit (R/3) cho bt k cng vic no ang chy. Nhng nhn vin SAP ch m bo h ang s dng cc tin trnh kinh doanh (c tch hp trong phn mm) mt cch chnh xc m thi. Hershey lp k hoch c tt c nhng h thng c nng cp v s dng xung quanh vn Y2K vo ma xun nm 1999. Kt qu l kh c bt k vng m bn tri no ca h thng c kim tra. Nhng hn cui cng m Hershey bt u p dng h thng ERP tr nn phi thc t. Hershey khng th c dnh mi vi chng v mt vi tin trnh quan trng nh vic vn chuyn, qun l kho thay i vo qu 3. Mt nguyn nhn khc chnh l do Hershey p dng ERP trong sut ma cao im, v khng c thi gian sa cha nhng sai lm pht sinh t nhng vn gn lin vi s thc thi. Theo nh nhng nh phn tch th vic thc thi ERP l mt tin trnh phc tp v nhiu trc trc c th xy ra. Sai lm ca Hershey chnh l c tip tc v thc thi ERP trong sut thi im bn rn nht ca cng ty. Nu n c lm vo giai on khng phi cao im, th cng ty c th i ph thnh cng vi cc sai st ang pht sinh trong phn mm. Theo nh nhng chuyn gia trong lnh vc ny, bt c iu g c yu cu sau thc thi trong vng 3-6 tun l xc nh cc vn v gii quyt chng. Nu Hershey hon thnh d n ng lc, v thc thi n vo thng 4 th vic thc thi v s cha s hon tt trc ma cao im. Tony Bear, chuyn gia v CNTT hi rng: Ai tht s l th phm trong vic ny? C phi do trong vic qun l ca Hershey cha nhn ra c giai on cao im ca cng ty khng phi l thi im tt cho vic ng dng mt h thng ERP mi?. Nhng chuyn gia ni vi 3 nh u t khc nhau lm vic trn h thng ny rng nu Hershey trin khai mi h thng thnh cng v sau kim tra vic tch hp cc thnh phn th s tt hn nhiu. Bi v mt d n c thc thi trong mt cng ty ln nh l Hershey, th mi thnh phn phi c trin khai mt cch cn trng, m bo rng h thng ang lm vic theo ng k hoch. Nhng vi mt khong thi gian ngn thc thi ERP, th khng th kim tra mi thnh phn mt cch cn thn c. Trong trng hp ny, Tip cn theo hng big bang s khng phi l mt hng tip cn ng n. Theo nh Jim Shepard, ph ch tch ca hi nghin cu AMR, Boston ni: Nhng h thng ny kt ni cht ch vi nhau theo nhng cch rt l phc tp, v mi th hot ng tt khi kim tra c th tr thnh mt thm ha. ( vn hnh tt c cc phn mm l) mt nh hng ln, ng cho rng ( vic x l n t hng) l huyt mch trong vic kinh doanh ca h. Vic ci t v chy phn mm SAPs R/3 ERP rt phc tp. Nhng Hershey vn c thc thi 2 ng dng khc cng vi n, khin cho ton b h thng vn hnh cng phc

tp hn. Vi nhiu hn mt gi ng dng trong vic iu hnh, th s lng nhng im lin quan v cc giao din tng ln rt nhiu, v vic thc thi lin quan ti nhng vn hu nh l khng th trnh khi. K t khi c hn 1 nh u t, th rt d dng cho mi bn li nhau khi c rc ri. Theo nh Stephen Cole, gim c nghin cu, ca cng ty Forrester Research ni rng: c 3 u bp. l l do ti sao c qu nhiu ngn tay ch tr cng mt lc Mt vi chuyn gia c kin rng c nhng vn khi tch hp SAP R/3 vi phn mm CRM ca Siebel v phn mm chui cung ng ca Manugistics. 3 phn mm ny cn lm vic cng nhau x l cc n t hng v ln lch cc chuyn giao hng. Nhng d liu u vo t nhng cng ty t vn c kinh nghim trong vic tch hp phn mm SAP-Manugistics c th gip Hershey trnh c thm ha. Dave Boulanger, cu gim c cng ty AMR Research ni: Mi kha cnh kinh doanh ca Hershey ang thay i. H khng ch c mt m rc ri ang phi i mt. M thc t phi c 2 hay 3. Ban qun tr ca Hershey b ch trch mnh m trn phng tin i chng. Cho n khi vic thc thi bt u, cng ty khng ginh c v tr CIO v b phn IT ng u l mt ph ch tch. Hi ng khng c bt k i din no c s cnh tranh trong lnh vc CNTT. gii quyt vn , hi ng b nhim Allen Loren, sau ny l CIO ca American Express tham gia vo hi ng. Ban qun tr ca Hershey r rang khng hiu h c yu cu ci g trong vic thc thi phn mm ERP. Mt l do khc l do Hershey thiu kinh nghim trong vic thc thi cc gii php phn mm mang tnh trng yu. Hershey sm thc thi mt vi h thng c ty chnh, nhng h ch p dng n trn phm vi nh hn. Ban qun tr khng tin hnh y phn c bn trc khi tip tc thc thi gii php ERP theo din rng. Bi v phn c bn khng y , nn ban qun tr cng thy thiu kin nhn trong vic hng dn cho cc nh qun l kinh doanh v cng ngh ca cng ty. 2 cp qun l ny lm vic vi nhng mc tiu khc nhau. Mt nh phn tch bnh lun rng: Th c th b li chnh l h tht bi vi ERP nh l s bo cha cho vic mt i thu nhp cho cng ty. Nhn vin ca Hershey c yu cu bm st v nm c nhng tin trnh kinh doanh khc nhau c xy dng nh th no trong phn mm SAP R/3. H cn c hun luyn v h thng hot ng th no v cc module khc nhau tng tc vi nhau nh th no. Nhng nhn vin ny b qu ti,bi v h phi hc nhng iu phc tp ca khng ch 1 m l 3 h thng mi, v p dng nhng iu vo cng vic ca mnh. Hn th na, iu ny li xy ra vo ma cao im, khi m h ang rt bn rn v ch c rt t thi gian rnh cho nhng n lc mi. Nhng nh phn tch quan im l: mc d mt vi, mc d khng phi tt c nhng vn c th trnh c nu khng ch nhiu vo vic hun luyn.

Trong sut qu trnh thc thi ERP, Hershey khng c nhng tin trnh ng thng tin cho nhng nh qun l mi bit v vic thc thi ang c x l nh th no. Nhng nhn vin t vn ngi m c nhn v sau ni rng ban qun tr thc s tht bi trong vic hiu v phm vi ca d n. Dave Boulanger, Gim c nghin cu ca AMR Resrearch, ngi lm cng vic sa li ti Hershey ni: s thiu hiu bit v cng ngh l ch yu, liu rng l do CEO hay CIO hay do mt ngi no khc, u c th li c. Nu bn khng hiu phc tp ca n, th y l vic bn s lm. Theo nh Jake Sanchez,CEO v ch tch cng ty Planning Technologies: Hershey khng c c s h tng h tr cho d n. ng pht biu: Hershey khng ni liu rng h thng c kim tra mng li trc khi em i thc thi, nhng xuyn sut vic thm nh s c mt vi li bo ng . Bng vic lm mt cuc thm d trn mng, m hnh ha n v s lc cc ng dng s chy trn mng li . Cng ty s thy c nhng ng dng s t trn mng li ca mnh v s c th xc nh nhng khu vc xy ra vn tim nng. Nhng ri ro ny c th c loi tr. Hi phc Sau nhng li ch trch, Hershey n lc bnh n li SAP v nhng h thng khc. Cng ty hn mt CIO, tn l George Davis t tp on Computer Sciences. Di s lnh o ca ng ta, mt chng trnh kim tra phn mm c s dng. vo thng 910/2000, Hershey tuyn b rng gn nh nhng vn ban u vi h thng ERP c sa cha. Trong nm 2000, Hershey hon tt cc n t hng vo ma Phc sinh. ma cao im k tip, Halloween-Christmas cng vt qua mt cch tri chy. Vo nm 2000, Hershey hi phc tr li vi vic bun bn t ti 4.2 t US (theo bng Exhibit III v vic bun bn v thu nhp ca Hershey nm 1997-2000). Thng 7/2001, Hershey thit k li tin trnh v bt u lm vic vi SAP R/3 4.6, l sn phm ca SAPs mysap.com. Trong vng 11 thng, h thng c thc thi mt cch thnh cng- trc k hoch v gim c 20% chi ph. Hershey cng bt u s dng SAP cho vic phn tch th trng v vic qun l thng hiu,qun l n t hng.. Cng ty tuyn b rng trong vng 60 ngy thc thi, nhng ci thin ch yu l t cc tin trnh nh kim tra ha n, x lt tn dng, v..v..Hershey ang s dng nhng cng c phn tch kinh doanh ca SAP o lng tm nh hng ca cc chng trnh bun bn v th trng. Hershey m bo rng nhng sai st xy ra trc y s khng lp li bng vic kim tra xuyn sut phn mm trc khi thc thi n v bng cch cung cp nhng kha hun luyn cho nhn vin. VD: Hershey th cht chng cc khay hng v vic phn phi ca mnh bng cch in nhng m sc ln trn cc khay trng. Theo nh Joe Zakutney, Gim c chng trnh nng cp SAP ca Hershey,ni: s thnh cng ca cng ty trong chin dch thc thi ERP ln 2 c th quy cho s qun l chng trnh cht ch v ban lnh o iu hnh tt v mt k hoch hun luyn v kim tra su rng.

H thng phn phi ca Hershey bao gm cc kho, mt vi kho c qun l bi bn th 3, l mt trong nhng nguyn nhn chnh cho cc vn gn lin vi d n ERP u tin ca Hershey. i ph vi iu ny, Hershey xy dng mt trung tm phn phi rng 1.2 triu m2, a hot ng phn phi ca cng ty vo h thng ERP mi. Vi trung tm phn phi mi, Hershey c th gim vng thi gian yu cu cn mt na. Sau khi c c s h tng mi, thi Hershey ng ca cc nh kho li. Vo gia nm 2001, vi h thng ERP hot ng thnh cng, Wolfe ni rng: vi hn 18 thng s dng h thng, nhng nhn vin ca Hershey thoi mi hn v c th thc thi n mt mc cao hn. Chng ti tip tc chuyn sang ch ci thin v bt u nhn ra c nhng li ch t sc mnh ca h thng mi ny.