• Senao International Co., LTD. – One Stop Service

Abstract

The increasing consumer power has driven the growth of service quality importance. In the past years, mobile-phone distributors have attempted to develop service-oriented marketing strategy and in turn provide high-value-added business activities to consumers. As such their role is changing from the traditional distributor to the service-provider. This case investigates how Senao evolves in the competitive market. It explores the background and supply chain structure of the entire mobile service industry, and the business circumstances and problems Senao encounters. To accommodate the changes of business environment, SENAO has implemented an e-project which is centralized the “One Stop Service” focus. This project takes both the depth and width of customer service into consideration. By realizing this project, the mobile-phone maintenance quality and the competitiveness of the organization are both enhanced. In addition, the alignment with its telecommunication service provider (CHT) has assisted Senao profitably gaining the largest market share at the Taiwan market since 2007. Students are anticipated to obtain knowledge in the areas of business model, e-business, and information management, by studying this case.

Keywords: e-Business, Supply Chain Management, Business Process Management.