8 An IS strategy proposalfor the European divisionof BP Acetyls
Lucy Jackson, Karen Hart, Philip Moore, Philip Reid,Duncan Scarr-Hall and Mike StollerCranfield School of Management, Cranfield University
The purpose of this chapter is to recommend ways in which information systems can help the European division of BP Acetyls meet its key business objectives.
Business strategy and market needs
This business faces a number of key challenges:
- It is a joint leader in a mature and increasingly competitive market.
- It is in a business where products are undifferentiated and development of relationships with customers is paramount.
We have identified four areas that are key in maintaining and building BPA's competitive ...