Case Study Answer the 6 questions on page 17 © SAP UCC Magdeburg © Hochschule Harz-SAP Next-Gen Chapter Case study

Case Study Answer the 6 questions on page 17 © SAP UCC Magdeburg
© Hochschule Harz-SAP Next-Gen Chapter

Case study

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Answer the 6 questions on page 17

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Case study

Global Bike model company


Business processes

Hans-Jürgen Scheruhn
Stefan Weidner
Simone Müller

Elnur Bayramli
Maximilian Graf von Hardenberg
Christian Biermann
Joanne Brauner
Christiane Endter


This case study introduces you to
the Global Bike business model
based on the EOG notation
(Enterprise Online Guide).

In addition to organisational charts
for the American and German
subgroups, the Global Bike core
business process studies are
presented as event-driven process
chains (eEPC) or Business
Process Modelling and Notation
(BPMN) models.

The business model is rounded off
by other models such as mask
diagrams (mapping of SAP input
masks), target diagrams, value
chain diagrams, cause-effect
diagrams, UML class diagrams,
Entity Relationship Models (ERM)
and Business Model Canvas.


This case study uses the corporate
model Global Bike Inc., which was
developed exclusively for SAP-UA

• Get to know the corporate model
• Understanding the programme

and model structure
• Build understanding of model

interrelationships with EOG

Briefing: approx. 60 min
Self-study phase: approx. 210 min
Challenges: approx. 160 min

Case study
Enterprise Online Guide –
Enterprise Online Guide (EOG)

This case study gives an insight into the model company Global Bike Inc.
and its process flows with SAP. For illustration purposes, the global
corporation was mapped in an Enterprise Online Guide.

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Lerning target: Get an overview of the Global Bike Group’s corporate model.
Scenario: You are a new employee of Global Bike Inc. which manufactures and sells bicycles and
accessories. After your successful interview, where you shone with excellent knowledge about the
company and corresponding skills, you now have your first day at the company. First, you should
get to know the company before you can start your tasks. For this purpose, you will be provided
with the company’s information models and the EOG (Enterprise Online Guide). Now you have the
opportunity to get to know and understand the structures, processes and procedures of the company.

A (fictitious) staff member helps you to explore. First, he gives you a short
theoretical introduction:
The Global Bike Group has created a comprehensive enterprise model to
map its structural and process organisation. This enterprise model consists
of individual information models, which are assigned to the following
enterprise matrix.
Info: For better orientation, the models are assigned to six different MAPs
(views) in the context of open standards such as SAP Best Practice or the
Object Management Group, as well as four abstraction levels.
In order to better understand the matrix, the staff member briefly explains its

Time 60 Min.

Corporate model

SAP Best Practice


The matrix, hereafter referred to as the Enterprise Online Guide, displays the
four vertical abstraction levels of corporate management, divisional
management, workplace and compliance (rows). The abstraction levels are
also called levels. They range from level 1 to 4. In the following, the
corresponding English designations are also used.

The horizontal columns of the Enterprise Online Guide, also called MAP,
represent the different views of the considered organisation. The light grey

Abstraction level:

Corporate governance

Divisional management



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boxes show the ‘Sustainability’ area of an organisation, the dark grey boxes

the ‘Intelligence’ area.
Note: The original Enterprise Online Guide has an additional main view, the
‘Ecosystem’ area, which is not addressed in this case study. The above
illustration is therefore only a partial section of the Enterprise Online Guide.

In the ‘motivation’ view, the goals are set. Depending on the level, company
goals or departmental goals can be found, such as “higher turnover figures”
for the sales department or “lower costs” for purchasing. At the workplace
level, personal goals such as self-fulfilment can be included in addition to
increased customer acquisition.



The ‘Organisation’ view shows the required process-oriented organisational
structure in the company. For the first level this means, e.g. finding an
appropriate company structure that can implement the business globally. At
the department level, the focus is on the knowledge of the department,
whereas at the job level, it means the appropriate skills for exactly that job.
For example, in sales you need an appropriate account manager role to retain
customers in the organisation long term.



The provision of ‘Functions‘ is about using them in a targeted manner for an
external or internal customer. At the workplace level, a function is used, e.g.
to process a contract or to write an invoice.



The order in which a ‘Function‘ is carried out and when individual work steps
take place is mapped on the ‘Process‘ view. Processes go across the
departments of the company and are assigned to the corresponding roles or
employees at the workplace level.



Applications – also called apps or software – are often used to carry out
process steps. This is the ‘Application view’. The software could be, e.g. SAP
ERP, S/4 HANA, Microsoft Dynamics or open source odoo, in which the
process ‘Create customer’ is executed in a so-called IT mask.



Data such as material data or customer data are viewed from the ‘Data’
perspective. Although, these are typically stored in an IT database, they are
often not integrated or not yet fully digitised and therefore have a lasting
impact on the business, e.g. in the form of so-called media discontinuities.



Enterprise Online Guide should cover these questions:

(M) Who are the (internal) customers of my organisation and what goals
arise from a common Motivation?

(O) How do I need to set up my Organisation in a process-oriented way to
achieve these goals?

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(F) What Functions can my organisation perform for my customers in a

process-oriented way?

(P) Which Processes do I use to adapt these functions to the needs (Customer
Experience) of my customer?

(A) With which IT Application can I best implement these processes in my
company? (SAP HANA, SAP S/4 HANA, MS Dynamics 360, odoo, etc.)

(D) Which company Data represents my processes and which structure do
they have (horizontally und vertically)?

(1) Which different user groups do I want to reach with an Information model
(specialist department or IT)?

(2) How can I integrate knowledge transfer between different user groups
(which maps or levels)?

(3) What level of detail is appropriate for knowledge transfer? (corporate
management, divisional management, workplace, compliance)

(4) Before using an information model: what do I want to see (views / levels)
and how can I navigate to it?

The model name always starts with View/Level GPS coordinates (e.g.)

– M1_Corporate Goals (Balanced Scorecard),
– O123_Company Structure (organisation chart)
– F123_Corporate Service Structure (function tree),
– P2_Sales and Distribution (Business Process Modeling Notation /

– P3_Order Processing / Business (Business Process Modeling

Notation / BPMN),
– A3_Order Processing / Application (event-driven process chain /

– A4_Transaction VD01 (data input and output structure as SAP mask

– D4_Table Structure (HANA output structur as attribute assignment


In the upper corner or at the upper edge, the so-called EOG map and the
current view / level position in it are always displayed in the following.

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The models and names with which you are not yet familiar are explained very
clearly below using examples.
You will notice that the name of the first level changes between organisation
and company but the understanding and meaning are the same.

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Overview and familiarisation with the organisational structure

Task: Overview of the Global Bike organigram.
Short description: Understanding structure and content.

Let’s start your tour.
Log in to the system via the following link (Aris Connect). You will receive
your user name and password from your lecturer.
First, select German or English. To do so, click on your user name in the top
right-hand corner → Languages.

After you have logged into the system, navigate to the models via the tab
„show models & documents“.

A navigation tree is displayed on the left-hand side. Click on GBI Models →
Business Map→ Central Models → 1. Corporate Governance and select the
German organisation chart. After pressing the button “Diagram”, the entire
German organigram of the company appears. The EOG map above the
models describes at each point in time where (view/level) you are currently
located within the company (white area).

Time 30Min.

Global Bike Inc.User



O123 GBI organisation
chart US

Note: To simplify matters, the models are displayed in the navigation tree with
the area abbreviations so that it is immediately clear which level and which
map you are in, e.g. P1 for process map, level 1 (corporate management).


Navigation tree



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You can now see an overview of the organisational structure of the Global
Bike Group with a focus on the German area. The two Co-CEOs John Davis
and Peter Schwarz are the managing directors of the Global Bike Inc. group.
The group is divided into the two divisions Global Bike US and Global Bike
Germany. Each of these divisions has a president.

Organization Map


Furthermore, the individual departments follow at the corporate management
level. Global Bike Inc. in Germany is divided into four organisational units:
Administration and Finance, Marketing and Sales, Processing Department and
Human Resources.
The employee asks you to look at the organisation chart. Can you tell him
what Cathrine Coleman does in the company? Where she works and what
her position is?

1. option: you painstakingly search through the entire organisation chart until
you find Cathrine Coleman.


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2. option: Click on “Overview“ next tot he “Diagram“.

After clicking on the button, scroll down until you get to the staff (people) and
select Cathrine Coleman. The system immediately gives you an overview of
the person you are looking for.
3. option: You enter parts of the name in the option “Search in model”. To do
this, you have to click on the magnifying glass on the right-hand side.

What can you say about this person?
Information directly from the diagram:

Cathrine Coleman

Organization Map


Information from the overview:



Solution: She works in production in Heidelberg (organisational unit) and has
the job of production foreman which makes her superior to the production
plant workers. Her current role is production planner.


Organisationseinheit à

Stelle à

Person à

Rolle à

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By clicking on the corresponding symbols (e.g. production foreman), the

appropriate symbol is selected. Then you have to press the properties icon
in the upper right corner. Now the “type“ will be displayed in the attributes.
For example:

Next to that, more information (object information) about the job is given
here. Right under the “more“ button you will find “related objects”.


Info: Now you have got to know all the information elements of an organigram
using the example above. In the following, these elements are defined.

An organisation describes a closed area in a company in which
responsible people as well as other employees can be active.


Jobs (SAP: positions) are clear classifications of responsibilities
in the company. Each of these jobs has specific requirements.


A person is an employee of a company. They fill the position/job
in the respective organisational structure.


With the help of roles (SAP: position) similar tasks in the
company are grouped into a workplace and assigned to one
person or more. (For reasons of overview, roles are not assigned
to all employees.)

Role, Workplace

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Navigate horizontally via the “Global Bike Group GBI” into the
Business Model Canvas “M1 GBI Corporate BSC”. To do so, search for
Global Bike Group GBI in the organisation chart and select “Global Bike
Group GBI”.

Organisation Map


After you have selected the Global Bike Group, the corresponding information
is displayed. Now select the sub-item “Related models“ and search for the
model “M1 GBI Corporate BSC”.

With this instruction you can navigate horizontally in the Business Model

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Get to know Global Bike Group better

Task: You now want to familiarise yourself with the values of the company.
Short description: You will learn about the Global Bike Digital Business Model.

A picture is worth a thousand words. In the Global Bike business model,
everyone, including new employees, should see how the company earns its
money, which will be used to pay the salary of new employees in the future.
It’s also about considering costs so that in the end some income of the Global
Bike remains and added value can be achieved for the company. But this is
only possible if Global Bike also provides its customers with a so-called
“value contribution” as a service.
According to Osterwalder, a total of 6 other aspects can be taken into account
in the business model in addition to the three mentioned aspects (revenue,
costs, value contribution). Leading in 9 fields total. These will be examined
in more detail below. We explore the model clockwise and start at the top
left with the “key partners”. As a heading, each of the 9 boxes has its name
and at least one possible horizontal link to other views, e.g. P1, F1 or M1 of
the EOG (we will explain N1 for (N) Network later). Under each of these,
the top box informs how the Global Bike company intends to continuously
evolve in the age of digitalisation. It is a digital business model. It is easy to
see that Global Bike has already made some progress in digitalisation.
Digitalisation is not easily “tangible” and we can therefore assess each of the
nine fields of the digital business model. Another feature is that we see how
far Global Bike is progressing in digitalisation.

Time: 60 Min.

For example, in the upper left corner of the key partner field (N1), it says,
that in the age of digitalisation, you need to consider a so-called extended
enterprise ecosystem. In addition to selected suppliers such as the company
Mid-West Supplies, which in material management (MM) decisively
determine the quality of our products for the customer, other partners of the
Global Bike Inc. company Eco-System such as professional athletes,

Business Model Canvas

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associations and even competitors, to name just a few examples from the

model, will increasingly be added in the future. As an employee, you think
about who else to consider. (Politics, customers, research institutes). By the
way, we will meet Mid-West Supplies again in one of the other case studies
(here SAP MM).
You, as a new employee, look at the digital business model and answer the
following 8 questions. You only have to go one more field clockwise.

1a. What are the main activities (P1) of Global Bike?
Solution: The above-mentioned areas of Materials Management (MM),
Production (PP) and, in particular, Sales and Distribution (SD), which are
examined in more detail below as the interface to external customers .

Process Map

1b. How should the data be processed as a business process (P1)?
Solution: Automated (digital). This has already been partially implemented
at Global Bike through the use of integrated IT systems such as SAP S/4

2a. Which 2 product categories create added value for the Global Bike (F1)
customer? What are the subcategories from the so-called customer
Solution: The two product areas are “Bike” and “Accessories”. The
subcategories are “Offroad” and “Road Bikes”.

Service Map

2b. Which data-driven services (F1) are additionally conceivable as
digitalisation progresses (this information is not yet found in the digital
business model)?
Solution: E.g. Data exchange about the current condition of the biker,
weather development, hotel recommendations.

3. How is the customer currently integrated into Global Bike’s supply life
cycle (M1) and how could the existing internal/external customer-supplier
relationships (e.g. accessories) be extended to the department level (M2)?
(Attention: You can answer this question later by navigating vertically one
level lower (M2) via the small icon at the top left of the respective field. In
this case, however, you must then “appear” at level 1).
Solution: Purchasing -> Sales -> Customer (M2 Department-BSC Materials
Management-Sales) In the digital future, the customer could be involved in
the entire supply lifecycle from development to use.

Motivation Map

4. Which customer segments (A1) are addressed by Global Bike ?
Solution: The total market, i.e. traders and end consumers. Among the end
consumers, sportswomen and sportsmen are to be reached.

Application Map

5a. Which channels (A1) should be used for distribution?
Solution: Through Global Bike’s “Internet” and “Wholesale” distribution

Application Map

Application Map

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5b. How could the commercialisation of smart products (e.g. processing of
bike usage data) be used as an additional sales channel of Global Bike at
department level (M2) (not yet visible in the model)?
Solution: E.g. individualised data exchange (bike position, . .. )

6. Which key resources from the so-called potential perspective (O1) are
required for this with Global Bike at department and workplace level (3)?
Solution: Potentials such as employees and various digital platforms such as
software, IOT and social media.

Organisation Map

7. What are the costs of the Global Bike in the so-called success perspective
Solution: In addition to the costs for continuous product development and
personnel costs, the Global Bike will incur costs in the future through the
establishment and operation of a digital platform for an expanded ecosystem
as part of the ongoing digitalisation.

Motivation Map

8. Which commercialisation of data-driven services could generate revenue
in addition to the classic sale of physical products as capital goods, such as
bikes and accessories or value-added services (e.g. repair) through
digitalisation in the prospect of success (M1).
Solution: IaaS (e.g. luggage transport), SaaS (e.g. individualised bike
computers), Haas (e.g. bike sharing), Daas (e.g. current condition of the

Motivation Map

Now that you have familiarised yourself with the Business Model Canvas
and the company, it is time to learn about your role as an employee.
To do so, navigate via “Global Bike Group GBI” to “O123 GBI
Organisational Chart DE”.

Business Model Canvas

To do this, click on the “Global Bike Group GBI” field and select the “O123
GBI Organigram DE” under “Properties” and “Associated models”. .

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Getting to know one’s own role as an employee

Task: As you work in the company it is important to know your own position and role.
Short description: Get to know your own position and role.

Your name is not yet on the organisation chart, but the employee whose post
you are to take over, Chris Oderwald, is. He has worked for the company for
many years and will soon retire.
Look for Chris Oderwald in the organisation chart. What can you say about
his/your role and position in the company? (Use the details as well).

Zeit: 20 Min.

Chris Oderwald

Note: Remember the names of the models or people. If you get “lost” in the
models and cannot find your way back to the current model, the search
function will help you. Select “Search” in the menu at the top.

Enter the model or name in the search window. The system will list suitable
options. Click (on the model name) to return to the desired model.


Organization Map


Your (Chris Oderwald’s) job is called “Internet Sales Person 1”, your main
role is as an accounts receivable clerk. The “Internet representative HH”,
Richard Hermann, is your technical superior.


Receiving Clerk

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If you select the “Receiving Clerk”, you will find your daily tasks in the
detailed view below under “Connected Objects”. At the same time, you can
see that someone else (David Lopez) represents the role of “Receiving Clerk”.

Information in Object


If you like, look for the person (David Lopez) in the organisation chart.
Where can you find him?
Solution: In the American organisation chart (the best way to find him is to
click on “Receiving Clerk”, click on David Lopez under Properties. Now you
can see that David Lopez belongs to the Sales Department US East. He can
therefore be found in the USA organisation chart. Click on the “Back” button
to return to the DE organisation chart. There you can click on “Receiving
Clerk” in the corresponding models to get to the “O123 GBI Organisation
Chart USA”. Using the search function, David Lopez can easily be found

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EOG Task 1

Motivation: Now it’s your turn. After you have familiarised yourself with the company, the
employee hands over the responsibility for introducing a new trainee to the company to you and
asks you to introduce the company and its processes to him/her using the information models.
Short description: Navigate independently through the information in the models and
understand the connections.
Scenario: Show the new trainee where he is located as a person in the organisation chart and
explain the structure and content.
Note: His name is Dennis Spies (organisation chart DE), he also works in sales.

1. How does he find the organigram in the system?

2. How does he find his name?
3. What is his role and position?

4. To whom does he report?
5. Is there another person who fills this role? If so, what is their name and where can they be
6. What are the specific tasks of Dennis Spies in his role?

Time: 20 Min.

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Getting to know one’s own workspace as a process

Task: Get to know the relevant processes.
Short description: Understanding the structure of the EPC and its components.

If you click on the “Receiving Clerk” role again, you can view the EPCs
(event-driven process chains) under ” Related Models” in the “Properties”,
which represent the workflow as process chains.

Navigate horizontally and select “A3 Quotation Processing”.

Time 20 Min.

Application Map



In this presented process step, the aim is to create a quotation for a

The employee helps you to read the EPC:


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Each EPC has a start- and an end-event, represented by a magenta-coloured
hexagon. Functions, on the other hand, are visualised as rounded rectangles
(green, white subareas). In this case, the event “Inquiry created” is the
trigger for the function (on level 3) “Create offer” (always object + verb)
and is concluded with the event “Offer created” (object + participle).
Events and functions always alternate and are linked in directed graphs by
arrows (so-called edges) as relationships.
In contrast to a simple EPC, an extended EPC (eEPC) additionally
represents organisational units (yellow rectangles), data objects (blue
rectangles) and the input/output media (e.g. screen masks represented by
green rectangles).
By assigning them to these modelling objects, responsibilities and the input
and output of data are symbolised. The customer offer (grey with leaf
symbol) is an information carrier. Finally, process signposts (rounded
rectangle with hexagon behind) are used to refer to preceding or subsequent
process steps (not included in the picture).Info: Im weiteren Verlauf wird
das Wort EPK synonym für eEPK verwendet.


Function (on level 3):
Object + Verb

Event (on level 3):
Object + Participle

EPC vs. eEPC
Organisational unit

Entity type



In short, you as an “Receiving Clerk” are responsible for creating a
quotation and enter the required data for it into an ERP system. At the
Global Bike Inc. company, the system (SAP ERP) is “VA21” or “S/4
HANA”. In order to fully understand the entries via the corresponding
masks, you need knowledge about the so-called SAP system organisational
units (grey), as well as about the customer’s data, some of which may
already be in the system and some of which must be entered manually.
The SAP system organisational units will be discussed in more detail in the
next chapter.
The arrow pointing to the bottom left of the function shows that you are
sending the quotation to the customer as a document (e.g. by e-mail or
post). The reason why you are writing the quotation is because of the
previous process step “Customer Inquiry Processing” (always noun), in
which the customer sent an enquiry to your colleague (with the role
“Customer Order Processing”). If you click on the symbol at the top left
of the process guide (which is actually the symbol for vertical navigation),
you are taken horizontally to this prev

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