Presentation by Shabbir Akhtar made during the selection round to represent Globsyn Business School at AIMA's National Competition for Management Students 2012

1. Unleashing Innovation Across
The Value Chain
A Mantra For Growth
By: Shabbir Akhtar,
Globsyn Business School – Global Campus

2. George Bernard Shaw: "Some
people see things as they are and
say why? I dream things that never
were and say why not."

3. Innovation
Revolutionary Evolutionary
• Non-linear innovators tend • Linear innovators tend to be
to be revolutionary evolutionary, making
• the automobile, the incremental improvements
phonograph, the Internet • better engines for cars,
better sound systems for
the phonograph, the World
Wide Web for the Internet

4. The Tech Industry
Revolutionary Evolutionary
• Telephone, mobile phone • iPhone, Android
• Photography • Digital Photography
• Computers • Laptops
• Internet • World Wide Web
• Web logs • Facebook
• MAILBOX • Hotmail
• Web Crawler • Google
• Napster • iTunes

5. Value Chain

6. Innovation in Inbound Logistics
• Build-to-order model;
reduces working capital
• Dell wanted to do away
with inventory as it is a
liability in the technology
industry
• Advancement of the
internet allowed Dell to
process orders in real-
time
• Raw materials are
ordered based on
customer orders

7. Innovation in Operation
• Apple spend exorbitantly
wherever necessary, and
reap the benefits in the long
run
• Engineers spend months
living close to suppliers and
manufacturers, helping to
tweak the industrial
processes
• Apple makes prepayments
to key suppliers ensuring
availability and limits the
options for competitors

8. Innovation in Outbound Logistics
• Foxconn, a Taiwan-based
company with factories in
China, manufactures
Apple’s products
• Foxconn ships finished
products from its Chinese
factories to warehouses
across the globe
• Products are sold directly by
Apple allowing better
production forcasts
• Online Ordering model
allows monitoring of
demand

9. Innovation in Marketing and Sales
Product
• 2011; year of the tablets,
pioneered by Apple
• 2012; year of the hybrids,
pioneered by ASUS
• PadFone and Transformer
Prime, innovative products
that take tablet experience
to new level
• Innovation in laptop market
too; low cost products to
compete with Ultrabooks

10. Innovation in Marketing and Sales
Price
• Micromax launched in 2008
with feature-packed low-
cost Indo-china phones
• Before 2008, market ruled
by multinational giants and
grey market of Chinese
phones
• Micromax revolutionized
the market with its low-cost
Android phones with
sophisticated designs

11. Innovation in Marketing and Sales
Place
• Apple Independent Stores
designed around customer
needs
• Destination Stores setup
not to sell; instead to
respond to customer
queries
• Stores are a part of the
company’s branding
strategy; reflect company’s
minimalistic design
philosophy

12. Innovation in Marketing and Sales
Promotion
• 845 Million users worldwide
(by CrunchBase.com)
• Facebook does not promote
itself to attract users
• Facebook Plugins on more
100000 sites and growing (by
Facebook)
• Providing users with all their
online needs through Apps
• Users spend 50% more time
on sites with Facebook
Plugins (by Gigya)

13. Innovation in Marketing and Sales
Sales
• Multi-level Marketing
introduced in 1945 by
California Vitamin Company
• E-commerce
commercialized by Amazon
and Ebay in 1995
• Integration of MLM to e-
commerce in 2001 by
YourTravelBiz.com
• YTB reported Gross Profit of
29.12 M in FY 2011-2012 (by
MacroAxis.com)

14. Innovation in Service
• Social Media at the center
of serving customers
• Ground Control and
Listening Command Center
with 70 employees
• Monitoring 25,000 events a
day in 11 languages
• Customer queries answered
within 24 hours
• Tell consumers about
services, expertise or
unique selling proposition
• Create thought leadership

15. Innovation in Support Activities
• Procurement: Apple
• Technology Development: IBM (by Bloomberg)
• Human Resource Management: Google (by ET & GPTW)
• Firm Infrastructure: Google
(by The Economic Times & Great Place To Work)

16. Innovation Across the Value Chain
an holistic approach is necessary to convert innovation into growth

17. Thank you
Questions?
Email: shabbir.pm10k@glogsynbschool.com | Twitter: @strategian