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Published on March 10, 2008

Today's markets are incredibly evolved. Ideas and structures are developed in ways that precisely respond to the competition. Speed is driven by the rapid developments in communications technology. The world is getting smaller and distances are getting shorter.

Siam City Cement (SCCC) is one of the companies in the fast-changing market. We have established, developed and improved our products and services to respond to the needs of consumers by being solution providers. In 1999, Holcim, one of the world's largest cement producers, acquired a 25-per-cent stake in SCCC.

The acquisition led to SCCC having an efficient strategy, aimed at becoming cement industry leaders.

The first chief executive of SCCC from Holcim, Paul Hugentobler, in his statement of aspirations and core elements, said the company would work towards "becoming the leading domestic cement supplier in Thailand through total cost leadership, and superior marketing and distribution approaches achieving above-industry profitability".

The company was directed to make "information and knowledge throughout the organisation a source of competitive advantage". We selected online sales, an effective and efficient way to reach customers.

In order to optimise results, eligible customers were identified based on criteria such as being a key account and having Internet access.

In 2000, SCCC executives dressed up as astronauts to represent their role of pioneers in "Websales" in Thailand.

Before the roll-out period, the pilot customers were requested to test the new online-purchasing software and provided feedback. SCCC employees were trained.

Once the business requirements and feedback from customers were gathered, the project infrastructure was configured.

Currently, 318 customers order cement online, approximately 75 per cent of our total orders. Thus, the new system provides better service to customers.

SCCC pioneered e-commerce in the cement industry. Online sales was the tool to help SCCC get a new image consistent with the B2B model of the information technology age.

Online sales also provide an excellent customer experience, and is the best practice to enhance business performance and achieve company growth and profitability goals. Ease of use is the key success factor in online sales implementation.

chantana sukumano

The Nation