Kapitel 6 - Supply Chain Management im e-Commerce

Question 1

Online Sales and Customer Service

Response time
Product variety
Product availability
Customer experience
Returnability
Direct sales to customers

Answer 1

• Response time: Delivering physical products takes longer (compared with fulfill through retail store); information goods can be delivered instantaneously
• Product variety: Easier to offer larger selection
• Product availability: Aggregating inventory and better information on customer
preferences improves product availability
• Customer experience: Improved access, customization, convenience, transparent order visibility
• Returnability: Harder with online orders; proportion of returns often very high
• Direct sales to customers: Social networking channels allow firms to directly pitch
products and promotion at almost no cost
• Flexible/customized pricing, product portfolio, and promotions possible  effective revenue management
• Efficient funds transfer

Question 2

Impact of Online Sales on Cost

Answer 2

Inventory
• Lower/higher inventory levels if customers will wait/don’ wait
• Postpone variety until after the customer order is received

Facilities
• Costs related to the number and location of facilities (distribution centers) in a network
• Costs associated with the operations in these facilities

Transportation
• Lower cost of “transporting” information goods in digital form
• For nondigital goods, aggregating inventories increases outbound transportation

Information
• Share demand, planning, and forecasting information throughout its supply chain
• Additional costs to build and maintain the information infrastructure
 Also the success of e-commerce businesses depends on supply chain management

Question 3

Hybridization

Answer 3

Hybrid models can be very effective as they take advantage of the strengths of both distribution channels ‘online sales’ and ‘traditional retailing’
-> Bricks-and-Mortar + Online sales = Bricks-and-Clicks (or Clicks-and-Mortar)

Question 4

Distributionskanal im E-Commerce

Beobachtungen

Answer 4

• Der Internet-Handel im Konsumgüterbereich impliziert, dass das klassische Logistiksystem “Versorgungskauf” an Bedeutung abnimmt und “Home-Delivery” gleichzeitig an Bedeutung zunimmt.
• Beobachtung in Konsumgüterdistribution: Akteure bedienen sich veränderter Warenflussmodelle
• Abnehmende Konsolidierungsleistungen führen zu höheren Distributionskosten
• Regionale Sammel- und Verteilerverkehre werden weiter zunehmen
• Fehlende Kapazität vorhandener Verkehrsträgersysteme kann möglicherweise Innovationen in der Trägertechnologie auslösen

Question 5

Instruments of e-procurement

Means

Answer 5

• Electronic ordering, invoicing etc. via electronic means (EDI)
• Electronic catalogues, search engines, platforms: https://www.wlw.de/en/home
• E-Auctioning

Question 6

Instruments of e-procurement

Advantages and Disadvantages

Answer 6

Advantages:
• More transparency
• More sources (supply options)
• Better conditions (lower cost)

Disadvantages:
• Relatively low customization options
• Less close relationship
• No common strategy (strategic fit?!)
• But: „first step“ to later collaboration
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Question 7

When is e-auctioning applicable?

Answer 7

• … information asymmetry exists about value and conditions of the good that is to be sold/bought
• … potential bidders differ in their preferences and willingness to pay (valuation of the good)
• … competition appears only on one side of the market (buyers or suppliers)