Market & Competitors Information System for Windows. Jürgen Jacobs

Transkript

1 Market & Competitors Information System for Windows Jürgen Jacobs

2 Agenda n The Company n The Case n The Process n The Product n The Demo n The Technic n The Benefits Page 2 Stand Ende 1996 Quelle: Bilanz und GuV

3 Lufthansa is one of the most diversified airlines in the world Corporate Functions: CEO / Finance / Personnel / Corporate Marketing Lufthansa Passage - Sales - Marketing & Netmgt - Product & Service - Operations - Controlling - Personnel Lufthansa Cargo Lufthansa Technik Lufthansa Systems Condor Lufthansa Air Plus LSG Sky Chefs Lufthansa City Center Page 3

4 Company Structure Lufthansa German Airlines 100% 100% 100% 100% 59,9% 51% Lufthansa Systems Berlin Lufthansa Systems Budapest, Hungary Lufthansa Systems AS Norderstedt DERDATA Lufthansa Systems Desktop POB & Management Services GmbH Page Employees 567 Million DM Revenue 68 Million DM External Revenue 20 Million DM Pre -Tax Profit Revenue: Mio DM ( 1,5% External) Mio DM ( 8,0% External) Mio DM (12,0% Extternal) Organisation: - Data and Systems Management - Desk Top and Network Services - Systems Engineering

5 Alarm in the airline sales division: Booking forecasts are sinking! n Are you really aware of the problem? n What is the reason behind it? n Do you have enough information to react? n Do you have quick and easy access to critical data supporting your decision? Page 5

6 First problem: Whom to ask... and slow answers Schedule Accounting Revenue Timetables Bookings Fare Data Booking Shares Load factor Forecast Controlling Sales Budget Page 6

7 What are the current problems in getting market intelligence? n The access to the existing systems entails different layouts of user interfaces and transactions. n Special knowledge is necessary for each system. n It takes a long time to extract essential information out of a sea of data. n Data from diverse sources is often interpreted in different ways. Page 7

8 Study the process, then design the product: Trading floor supported by Sales Revenue Schedule Controlling Trading floor Booking Bookings Load factor Shares Fare data Forecast Timetables Accounting Budget Page 8

9 : proactive market monitoring n All relevant data in one tool see new flight destination, canx, change of capacity n Focus on individual selection by using alarm function recognise change of booking share n Monitor your recent marketing activities check your load factor n Distribute the right price to the right place: what if scenario change of market prices Page 9

10 The alert function supports monitoring of the market and competition changes n n n All connected databases are examined for significant changes in values for the most important traffic flows at regular intervals. If the values of databases satisfied the fixed threshold values per alarm signal, the responsible marketing person will be informed promptly. Further problem analysis is supported by a checking-list, suggested by MARWIN, and can be carried out promptly. Page 10

11 The user can analyse each alarm event on the alarm screen Page 11

12 displays different information in an easy to use graphical user interface (1) The alarm function points automatically on significant market developments The button Systems allows further access to Monitoring modules and other databases MIDT: CRS bookings Revenue Accounting System: Revenue and Yield data Targetingsystem: Budget values Database of main traffic flows Page 12

13 displays different information in an easy to use graphical user interface (2) Yield-Management: Bookings and Forecasts AMADEUS: Tariff level OAG (Reed Travel Group): Schedule data Help for every Screen Yield-Management: Marketradar Page 13

14 Drill Down prepares the output for different analysis and target groups Page 14

15 The result can be displayed in different types of graphs Page 15

16 Connected Systems User PCs TCP/IP- Stack, SAS- Client (GUI) operative systems Fares Reports MARWIN Server Query Locale Ethernet or TokenRing Backbone Router Query / Data request Filetransfer or SQL*NET Timetable Bookings & Forecasts Bookings (M arketshare) PNR- Data Travelflows Budget- data ORACLE DB, SAS- Server, ALERTER Networkconnection Dataflow Costs additional system s Page 16 Der Bereich Systems Engineering wird bei Lufthansa Systems in zwei Blöcke unterteilt. Unsere Business Competence Center sind entsprechend unserem Fokus an den Kern-Geschäftsprozessen unserer Kunden ausgerichtet. Hier betreuen mehr als 250 Experten etwa 450 Entwicklungs- und Wartungsprojekte. Lufthansa Systems' Skill Competence Center unterstützen mit ihrem prozeßunabhängigen technischen Know-how bei der Entwicklung von Systemlösungen.

17 Client-Server-Connection server disk for market- and competitorsinformation HP K460 (1 CPU, 1GB RAM) local disk for reports ORACLE RDBMS SAS/ACCESS SAS server program SAS/CONNECT SQL*NET TCP/IP Client PC (Pentium, 32 MB RAM) SAS Client / GUI SAS/Connect TCP/IP Backbone Page 17 Das Lufthansa Systems Trainings Center sichert die Qualifikation unserer Mitarbeiter und der Mitarbeiter unserer Kunden auf vielen Gebieten. Das Leistungsangebot reicht von der Beratung über die Konzepterstellung bis hin zur Organisation, Trainingsdurchführung und Trainingsvermittlung aus Bereichen des Personal Computing, der individuellen Informationsverarbeitung und der zentralen Datenverarbeitung. Hinzu kommt unser Rechenzentrum/Data Processing-Service, der vom Facility Management bis hin zum Application-Management alle Leistungen umfaßt. Lufthansa Systems dezentraler Infrastruktur- und Communication - Service umfaßt die Planung, Realisierung und den Betrieb von komplexen nationalen und internationalen Datennetzen...(zu ergänzen)

18 Used Software n PC-Client n SAS Orlando (Version 6.12): SAS/Base, SAS/AF, SAS/EIS, SAS/Connect, SAS/Access n TCP/IP n Windows NT or Windows 95 n UNIX-Server n SAS 6.12: SAS/Base, SAS/Connect, SAS/Access n Oracle Version 7.3 n HP UX 10.0 Page 18

19 : Key Benefits of an obvious solution n Tactical decision support n Encompasses your specific business process n Faster action and reaction n Manages complexity and simplifies the picture n Uses existing data as sources of information n Squeezes the best out of existing systems n Swift implementation n Fast Return on Investment Page 19

20 : The obvious solution n Supports your business strategy n Helps you to be tactical n Accelerates your decision making process n : The swift and smart tool to win the market n fast n focused n flexible Page 20