Idea selection of new service for courier business: The opportunity of data analytics
Jutamat Jintana, A Sopadang, Sakgasem Ramingwong
Abstract
E-commerce growth enforces the courier business to focus on developing a new business model decision. This paper aims to explore a suitable new business idea for courier business if the Data Analytics (DA) can be advantageous, using small courier company as a case study. The study investigates Logistics Service Provider (LSP) activities and the Gap Analysis and SWOT analysis were conducted to explore Data Analytics (DA) opportunity. Then, the alternative business models were pre-screened by the requirements of company, i.e. reasonable investment cost and the opportunity in using Data Analytics (DA). Ansoff Matrix is used to classify the alternative of new service idea into two segments; 1) offer development, i.e. Market development, and 2) New business development, i.e. Service development and Diversification. Fuzzy Analytic Hierarchy Process (FAHP) is used to select suitable business idea by weighted summation on five of Data Analytics (DA) accommodation criteria, i.e. company capability; the ability performs of demand; vision, strategy, and desire of executive, investment strategy and customer data opportunity. The business models that are mostly desirable are 1) Suppliers-Consignees recommendation, 2) Fulfillment service model and 3) Sourcing model. These three models were elaborated and discussed in the perspectives of company and customer. Additionally, this research proposes several challenges in Data Analytics (DA) related in logistics activity, key decision criteria and methods of idea selection implemented guidelines for logistics business practice.