AD ALTA
JOURNAL OF INTERDISCIPLINARY RESEARCH
Figure 1. Complex Cost Value Branding Model – CCVB-model
Keyword: TQM – Total Quality Management; IMC – Integrated Marketing Communication.
Source: Cherenkov and Vereteno (6)
So, optimization gives advantages that allow an enterprise to
stay afloat such as compliance with the market, optimization of
operations, risk reduction, efficient use of resources, quality,
end-to-end-visibility. Examples of optimization can be the
optimization of the processes of the company’s structural
divisions, improvement of communication, forecasting of
changes.
2 Materials and Methods
Business process optimization is often mixed with other
concepts, such as business process improvement or business
process automation.
Business process automation is an approach in which
organizations assign as many continuous business process tasks
to systems as possible to increase efficiency, reduce costs and
reduce the volume of documents. Business process management
involves managing complex organizational processes through a
combination of different methods. An example of a successful
business process optimization is Safaricom, which successfully
brings together customers, employees, suppliers, and processes
to increase profit growth. Safaricom sells telephones, contracts,
and airtime through an extensive dealer network.
Transformations: a partnership with IBM, Safaricom, replaced
existing Oracle E-Business Suite R12 and Oracle Fusion
Middleware applications, and automated manual processes, such
as payments. Safaricom and IBM decided to re-deploy their
existing Oracle environment to provide a clean run and expand it
with new applications. Results: accelerated processing of
payments, the transition from several days to several minutes.
Safaricom decided to implement automation to speed up
operations, reduce manual labor, improve business control and
improve the quality of its financial information and other critical
parts of the business. (7)
The rapid growth has led to the fact that Safaricom manual
business processes were under pressure and risked dealer
relationships. To increase customer loyalty while improving
service delivery, the company attracted IBM® Services to
deploy Oracle, an integrated application suite that provides
effective automation of processes and increased customer
satisfaction.
To solve optimization problems, you can apply the following
methods such as dynamic programming, maximum principle,
calculus of variations, linear programming, nonlinear
programming.
The optimization task is of the form (general formulation of the
problem):
Max or Mi n Z = f(x)
(1)
subject to the constraints,
g
j
(X) ≥ = ≤ 0, j=1,2,3,…,m (2)
where,
X =
(х
1
,х
2
,х
3
,…..,x
n
)
T
(3)
In general, such tasks are called mathematical programming
problems. The function in (1), which must be maximized or
minimized, is called the objective function. The conditions
specified in (2) are called restrictions. Variables are called
solution variables, and the conditions in (3) are called the
nonnegativity conditions of the variables. (8)
Thus, any mathematical problem consists of three main part:
1)
Target function;
2)
Restrictions;
3)
The condition of nonnegativity of variables. (8)
Classification of optimization tasks by features:
1)
Classification by the number of objective functions (one
objective function - the problem of single-criterion
optimization (programming). Two or more objective
functions - multi-criteria optimization (of programming).
2)
Classification reflecting constraints is a task with
constraints, i.e. conditional optimization problem.
3)
Classification by type of objective function and constraints
(the objective function and all restrictions of which is a
linear function - a linear programming problem). (9)
Optimization of business processes allows you to transform
business processes into business processes with predictable
business results. Business processes optimization streamlines
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