Supply Chain Management and Purchasing Flashcards
Definition: Supply chain (player’s view)
A supply chain consists of all parties involved, directly or indirectly, in fulfilling a customer request. (manufacturer, suppliers, transporters, warehouses, retailers, customers…)
What does every player in a supply chain do (player’s view)
Source-make-deliver
Name the supply chain macro processes
- Supplier Relationship Management (SRM) - collect supplier data, manage them
- Internal Supply Chain Management (ISCM)
- Customer Relationship Management (CRM)
Definition: Supply chain (process view)
A supply chain is a sequence of processes and flows that take place within and between different stages and combine to fill a customer need for a product.
What cycles exist in the supply chain process view?
- Customer order cycle (customer-retailer)
- Replenishment cycle (retailer-distributor)
- Manufacturing cycle (distributor-manufacturer)
- Procurement cycle (manufacturer-supplier)
What occurs in each cycle?
(A) Place order =>
(B) receive order =>
(B) deliver =>
(A) receive product/check for problems
Supply Chain Management Definition 1
Supply Chain Management is the integration of these activities (all activities associated with the flow and transformation of goods from the raw materials stage through to the end user, as well as the associated information flows) through improved supply chain relationships, to achieve a sustainable competitive advantage.
Supply Chain Management 2
Supply Chain Management can be described as the management of all activities, information, knowledge and financial resources associated with the flow and transformation of goods and services from the raw materials suppliers, component suppliers and other suppliers in such a way that the expectations of the end users of the company are being met or surpassed.
Symbols for drawing a supply chain - describe
Factory/production site - for manufacturing or assembly
Customisation site, packing station (rectangle) - if more like a service and is not a transformation of goods.
Warehouse (triangle) - for keeping stock
Truck / Plane
Customer (man or warehouse triangle if it’s the customer’s warehouse)
Rules: Flow from left to right, right angles, not curves, only vertical or horizontal relations.
Describe the assembly-to-order production layout
Start: inbound warehouse
1st part of production process: according to forecast on a monthly basis. Semi production: cutting, edging, drilling, milling, veneering.
Middle: Interim warehouse, then order penetration point (Assembly-to-order ATO)
Interim production: cutting, edging, drilling, veneering
Semi-finished products warehouse
Final assembly: assembly, packing
What dilemma does every production system try to solve
Dilemma of efficiency (mass production / economies of scale)
and
Flexibility (customisation, economies of scope)
Describe order penetration points
Make-to-order (MTO) - only raw materials and components are kept in stock. Every customer order is a specific project.
Assemble-to-order (ATO) - manufacture of components is based on forecasts. Order penetration point then assembly based on a specific customer order.
Make-to-stock (MTS) - Finished products are kept in stock based on forecasts, and shipped directly to customers
Describe Kanban-supply
- Pull-principle
- Logistic chain as a decentralised, interlinked control system with self-control
- Buffer between customer and supplier (internal and external to cover breaks in production)
- Kanban-card as information media
- No central production control. The workers are self-responsible for the control of their unit/team.
Describe just-in-time supply
- Pull-principle: production process is “pulled” by customer orders
- Reducing goods in stock to one box on the conveyor belt.
- Logistic chain as a decentralised, interlinked control system (Orders are sent with defined lead)
- All activities in the supply chain are focused to reduce waiting time, storage time, transport time.
- Not too late, but not too early
Describe just-in-sequence-supply
- Pull-principle
- No goods in stock (from customer perspective)
- Logistic chain as a decentralised, interlinked control system (orders are sent with defined lead)
- All activities in the supply chain are focused to reduce waiting time, storage time, transport time.
- Staging of materials
Functions of warehousing
TRAVVVOD
- Time buffer (Christmas season)
- Risk avoiding (run out of stock, customer is Daimler)
- Volume buffer (big production capacity, not much ordered)
- Creating variety (same production line for different kinds of screws)
- Value increase (wine, antiques, collectibles)
- Overcoming distances between production and market (e.g. for repairs- customer assurance they’ll get spare parts)
What types of warehouses are there?
Central warehouse (big red triangle) - stores all products. High availability, lower responsiveness due to distance to markets.
Regional warehouse (flat red triangle): stores regional products near to the customer
Pool warehouse (middle red triangle): aggregates regional warehouses. It is a step of recentralisation in a supply chain.
Consignment warehouse (small blue triangle) for B2B: products in customer’s warehouse belong to the supplier until customer picks it out.
Modes of transportation:
Truck: advantages or disadvantages
Advantages
- Cheaper for small distances for small volumes
- Flexible – door to door
Disadvantages
- Time of delivery not fixed – risk of traffic jams, ice on road
- Expensive for longer distances or large volumes – length and weight limits
Modes of transport:
Train: advantages or disadvantages
Advantages:
- Can transport high volume and weight cheaper
- Time of delivery is fairly certain
Disadvantages:
- Low flexibility – need a train station
- Need to transfer goods from station to the factor sites
- Train strikes
Modes of transport:
Ship: advantages or disadvantages
Advantages:
- Big, heavy loads possible
- Cheap
Disadvantages:
- Slow
- Weather/sea conditions not favourable – up to 10% of containers fall off the ship
- Condensation in top layers so risk of rust
Modes of transport:
Plane: advantages or disadvantages
Advantages:
- Faster for long distances
- Higher security than ships, with climate control
Disadvantages:
• Expensive
Describe what a hub is
A special service of the carrier.
Goods are taken to 1 hub, transferred to another hub, then transferred in small trucks for last-mile delivery.
Good for low transportation cost and last-mile-delivery.
For big logistics suppliers, e.g. international airports, then smaller airports. Post office does this.
Describe the milk run
Regular delivery and picking of empty pallets - within a factory and between factories.
Kanban concept.
Metabo uses trucks for the replenishment milk run.
Explain the concept of the experience curve
With increasing cumulative volume, the real unit cost decreases.
Can decrease unit costs by 20-30%.
Strategic direction: go for growth/high market share.
NB If too much supply, price decreases, margin decreases.
Explain the reason for value advantage
If can’t distinguish product from competitors => viewed as commodity => sale goes to cheapest supplier
Therefore important to add additional value to your offering to distinguish it from the competition. The customer defines value.
Explain how value advantage works.
Value advantage is based on Maslow’s pyramid of motivation (so customer needs).
Basic needs => trust, security
Security => technical support
Social motives => customer club
Myself-motives => after sales service, image
Self-realisation => different products
Explain the hybrid-strategy
Hybrid strategy = combine value advantage with cost advantage
Ongoing and increasing competition => need to operate with low cost AND offer high value advantage.
Low value advantage, low cost advantage = commodity market
Low value advantage, high cost advantage = cost leader
High value advantage, low cost advantage = service leader
High value advantage, high cost advantage = cost and service leader (hybrid strategy)
Give examples of companies that follow the hybrid strategy.
Mass-customisation like dolzer suits or individual levi’s jeans
Platform-strategies like having the same platform for the Porsche Cayenne and Volkswagen Tuareg.
How might customer demand vary?
Depends on attributes: Q-PRIVS
1. Quantity needed in each lot: emergency orders have low volume
- Price: emergency order is less sensitive to price
- Response time that customers are willing to tolerate: Must be short for an emergency order
- Desired rate of innovation in the product: customers at high-end department stores expect a lot of innovation and new designs in store apparel
- Variety: wide range allows “one-stop shopping”
- Service level required: Emergency order customer expects high availability
Describe value chain analysis
It is a good tool to identify success-potential of a company.
Secondary activities (ICHTP): • Infrastructure of the company
- Human Resources
- Technology Development
- Procurement
Primary activities (IOMOS): Inbound logistics => Operations => Marketing and sales => Outbound logistics=> Service
Right-hand side: Margin
What does supply chain responsiveness encompass?
SUROQ-SHILV
- Handle supply uncertainty.
- Respond to wide ranges of quantities demanded
- Meet a very high service level
- Build highly innovative products
- Meet short lead times
- Handle a large variety of products
What is the conflict in increasing responsiveness?
High responsiveness generally means high cost.
Questions:
Can we improve responsiveness without cost-increase?
Is an efficient supply chain sufficient?
Give the generic supply chain strategies
Long lead time and predictable: LEAN (used to be the focus)
Short lead time and predictable: continuous replenishment, Kanban
Short lead time and unpredictable: Agile - quick response to customer needs (new focus)
Long lead time and unpredictable: Hybrid - de-couple through postponenment (customise late). This is LEAN, then agile following order penetration.
Explain the supply chain sustainability model
Source - make - deliver - return
Dimensions (SEF):
Social: health (incl psychological), worker safety, training
Environmental: CO2 footpring, scarce resources, dispose hazardous materials
Financial: fair wages, fair tax, health insurance
Why have supply chain management?
- Customer markets: More and more marketplaces become “customer markets” – supply is higher than demand
- Demanding quality and service: Customers are becoming more demanding, not just of product quality, but also of service.
- Commodity markets: More and more markets become “commodity” markets, where the customer perceives little technical difference between competing offers. Differential advantage comes from customer service.
- Price competitive markets: Most markets are more price competitive than a decade ago. Prices in shops fall, prices of components, raw materials and industrial products follow the same downward pattern.
- Global competition: New global competitors with low-cost manufacturing bases entered the marketplace.
- Removed trade barriers: Removal of barriers to trade enabled new players to rapidly gain ground, leading to overcapacity in many industries.
- Price comparison with internet: Price comparison became much easier with the internet, driving down prices.
The challenge to business is to find new opportunities for cost reduction and service improvement. The old cost cutting methods with not be able to solve this dilemma.
What makes a distribution channel good?
- Reaching the customers/preferred by customers
- Low cost for the company
- Low transaction cost
- Low stock channels
- Margin (profit) of the channel
- Provides a competitive edge – e.g. Edeka – deliver groceries
Today => multi-channel management
What types of distribution networks have PC manufacturers used?
hp: Through re-sellers
DELL: Direct sales
Gateway: Gateway country store for customers to examine the goods, but direct shipping.
Advantages and disadvantages of using re-sellers
Advantages:
- Ability for customers to test and consult store personnel
- No wait time to receive products
- Customised price possible.
Disadvantages:
- Must share 20-50% of the profit with the resellers
- Stock needed
Advantages and disadvantages of direct sales
Advantages:
- No profit sharing
- No stock needed
Disadvantages:
- Customers can’t test the product or consult.
- Customer must wait to receive the product
Advantages and disadvantages of Gateway country store channel
Advantages:
- No profit sharing
- Limited stock needed for the Gateway store
- Ability for customers to test the product and consult store personnel
Disadvantages:
• Customer must wait to receive the product