Wednesday April 14 2004

Reference Global Supply Chain Management

To George Foo
From Rogge Heflin

Recommendation Overview
To mitigate supply chain material shortages:

Forecast product and feature demand

Pre-order parts at time of sale
Synchronize material orders with supplier manufacturing cycles
Monitor all materials in supply chain
Increase number of tier one and add tier two suppliers

Design new products using generic parts and focus attention to software development

Reevaluation of Supply Chain

The sudden current shortage of key parts in the 5ESS signaled the need to review the current supply chain.
A scan of the industry using Michael Porters Five Forces, Appendix 1: Michael Porters Five Forces Scan,
indicated many problems, but improving the supply chain will reduce problems with competitors,
Appendix 2: Root Cause. The supply chain model has been improved over the last decade, but room for
improvement still exists. The information learned during the supply chain changes can be used to integrate
new changes smoother. It is important that during the new change implementation, how changes are made
and why changes are made is just as important as the changes that are made
[9 p104]. These changes must not hurt the two most important competitive advantages: the 5ESS switch is
the worlds most reliable and widely used switching system and a highly efficient manufacturing operation
[4 p3, 11]. The hub and spoke procurement model worked well when 5ESS demand was low, but when the
demand increased, these leading procurement arrangements were sorely testes and in some cases broke
down [4 p10].

5ESS Demand
The fixed line teledensity in the Asian is never more than 67.5% and averages close to 30.0%. The need to
connect people drove the telephone system development toward efficient voice networks. The current trend,
from voice networks to data networks changes, the demands placed on the telephone system; therefore, the
equipment necessary to efficiently operate the network as demands change [4 p11].
Although the wireless teledensity, never more than 80.5% and averages 44.9%, is higher than fixed lines, this
market has much more potential to use the 5ESS switch. In either sparsely of heavily dense areas, it is very
expensive to install phone lines; however, one cell tower has the ability to service many people. Since the
cellular phone network is a voice network, the switch has potential to be used with cellular voice networks.
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Action: Direct customers to readily available configurations. By steering customers to configurations with

ample parts supply, on-time delivery rates will increase [3 p73]. In addition to promoting available
configurations, continue to focus bidding on projects where the switch has cost and feature advantages over
competing products [4 p9]. The sales and marketing force need to learn the production costs to help Lucent
gain the most profit from each sell.
Action: Forecast the quantity and features required on 5ESS switch orders. The forecasting of switches and

switch configuration also forecasts the number of parts needed, thereby reducing potential part shortages.
Action: Forecast the need for data network products. Since the switch and switch market is nearing maturity,

other products will be in demand. These products are based on packet switching technology, data
networks, and light wave multiplexing.
When forecasting, it will be necessary to determine what products and features, therefore parts, can and
cannot be accurately forecasted [3]:

Use historical data to help develop a forecast to increase forecast accuracy.

Use individual and independent forecasts to measure forecast accuracy.

Incorporate actual demand into forecast to fine tune current production forecasts.
Track forecast errors to better estimate future forecast estimates.
Create a production model based on demand probability to allow production desired goods.

Action: Offer reconfiguration service

Second Tier
Suppliers

for 5ESS switches from landline

voice networks to cellular voice
networks. Since the switch is being
reused, the need for parts is reduced.
Here the service, connecting the
switch to lines from new cell towers
and configuring the software for
cellular phone use, will generate
revenue with out increasing the
demand for parts.

Second Tier
Suppliers

Parts Suppliers
Asia

Parts Suppliers
United States

Taiwan Joint Venture

Lucent Partner

Oklahoma City
Lucent

Joint Venture
Sales / Order Taker

Customer

Part Shortages
Although the switch is an engineered
to specification product, 91.5% of all
parts are generic and can be ordered
from Asian suppliers [4 Exhibit 5].
The remaining 8.5% of parts are
either cheaper in non-Asian countries
or truly proprietary and shipping

Additional Parts
Suppliers

Second Tier
Suppliers

Additional Parts
Suppliers

Second Tier
Suppliers

Diagram 1: New Supply Chain Ordering

Changes Indicated by Emphasized Lines

costs become important cost drivers.

79.2% of the Asian built parts, 75.4% of the all 5ESS parts, require only simple manufacturing capabilities
[4 Exhibit 2]. 86.9%1 of all parts in the 5ESS can be forecasted at the time of sale.
Action: Pre-order all generic parts necessary for any 5ESS from suppliers and joint ventures at the time of

order. While the 5ESS is being designed, notify the suppliers about part quantity, design, and deadline
changes, fine tuning the actual number of and type of parts needed. Notifying all suppliers at the time of
order and throughout the design process will allow them to forecast their production and to fulfill parts
requests in a timely fashion. [3]
To affect this part ordering change, the partnership nature will have to change. The current linear supply
chain will move to broadcasting parts forecasts to all joint ventures and part suppliers at the time of the order.
To communicate forecast data quickly, the systems and processes must be implemented throughout the
entire supply chain from suppliers to joint ventures to manufacturing plants to the corporate office [2 p160].
Action: Synchronize order placement with supplier manufacturing cycles. Although communication about

forecasts and needed parts help reduce inventory and costs, aligning part orders with manufacturing cycles
can reduce inventory levels by 14% and reduce out of stock parts to 2%. [1 p4, 7]

Total Supply Chain Material Tracking

If concentrated demand occurs, it is possible that the local suppliers will not be able to fulfill the demand.
Action: Track all materials in the supply chain and the supplier production capabilities. When one supplier

cannot fulfill its primary plants needs, order the part from another plants supplier region. This will reduce
the lag time from waiting for the local supplier to fulfill its orders. The internet and internet technologies can
be used as an inexpensive method to link in real-time suppliers, pants, and joint ventures. This linking will
give visibility to the entire supply chain through out the supply chain to better plan manufacturing and part
procurement. [6 p5]

Sole Suppliers
Parts with only one supplier typically have lead-times twice that of multi-supplier parts. These longer leadtimes increased the amount of in-production switches by about 25% [4 p10]. As more manufacturing plants
become advanced, they become able to manufacture complex parts. As the competition to supply complex
parts for the 5ESS increases, the lead-time, price, and quality for these complex parts improves.
Action: Partner with additional suppliers not necessarily in Asia, that can inexpensively produce parts.

Change the interactions from a Lucent-supplier partnership to a Lucent-vendor relationship, which will
increase the vendors commitment to success [8 p4]. Also, require the suppliers to have the ability to supply
at least 25% of parts necessary for any order.
Action: Create partnerships with second tier suppliers. The inclusion of second tier suppliers, although

increasing the complexity of the supply chain, will reduce the probability of material shortages. The more
suppliers that are involved, the more likely that at least one supplier will be able to fulfill part demands.

95% confidence interval that any 5ESS built can have 86.9% of its parts built in local-market plants.
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When creating partnerships and joint ventures, specific requirements need to be satisfied. The following
requirements can be used to evaluate the feasibility of continuing to improve internal capabilities or
outsource some production:

Manufacturing capabilities

Manufacturing timeliness [10 p19]

Bell Labs certification

Shipping timeliness [10 p19]

Additional services offered

Understanding of market needs
Manufacturing cost

Failure percentage [10 p19]

Production accuracy [10 p19]
Shipping accuracy [10 p19]

Internal Improvements or Complete Outsourcing

Less than 8.5% of all 5ESS parts are proprietary [4 Exhibit 5]. Considerable cost savings result from
manufacturing in close proximity to the consumer. These cost savings stem from improving relationships
with the consumer, steering bids to projects with the best cost benefits, and leveraging each plants benefits.
Action: Develop products using generic off-the-shelf components while focusing resources on software. By

using common components, the number of suppliers is large. The large number of suppliers will reduce the
change of any material shortages. Switch software can be easily implemented and upgraded, thereby
generating revenue mainly by intellectual property with little influence from material costs, shortages, and
hardware development.
Action: Use factory expertise to reduce manufacturing lead-time, improve product quality, and reduce costs.

Send the largest orders to Oklahoma City, the most complex to Taiwan, and the least profitable to Qingdao.
Twice per year, hold a symposium to discuss and transmit information on how one factory is able to
specialize in one area. Sharing knowledge will help all factories improve their production capabilities. By
utilizing the expertise of each factory and teaching other factories, this model will be useful and effective in
future environments.
Action: Build proprietary parts in wholly owned Lucent facilities; assign the remaining production as close to

the consumer as possible. However, when the forecasted production for any factory nears 90.0% of
capacity, assign subsequent orders to factories with the highest forecasted capacity slack and the ability to
build the parts. Distributed manufacturing assignments will balance concentrated demand across a wider
supply source. The 10% underutilization is for orders requiring expedition.
Geographic Market

Plant

Plant Expertise

North America

Oklahoma City

High Volume

South America

Spain

Europe

Spain

Asia

Taiwan

Custom Products

India

Qingdao

Lowest cost

Table 1: Geographic Market and Plant Associations [4 p10]

Other Problems
Employees Discomfort with Change The employees need to positive results to obtain their buy in. Focusing

on the positive results from the previous supply chain change and relationship with joint ventures and how
these new changes will also have positive results, the employees will be more willing to accept the changes.
In addition, employee buy in will increase if they are part of the redesign and can suggest and implement
improvements to the process themselves [9 p98].
Economies of Scale in Oklahoma City Although the Oklahoma City plant has a large capacity, economies of

scale do not fully apply to parts made completely by machine. A new automated plant can produce as much
as the Oklahoma City plant can.
Change from State Controlled Companies to Local or Private Control Although this change significantly alters

the market place, high levels of corruption continue to exist and affect business practices. Lucent, the joint
ventures, and suppliers need to be aware of the challenges that will be raised when dealing with corruption
as these ownership changes take place. [7]

Appendix 1: Michael Porters Five Forces Scan

Bargaining Power of Suppliers The 5ESS is engineered to customer specifications; therefore, the customer

determines the functionality. If the 5ESS is not designed to meet the customers demands, the customer
will purchase a similar switch from another company. The consumer demand and willingness of other
suppliers to customize their products leaves little bargaining power with suppliers.
Bargaining Power of Buyers A typical switch costs about $1 billion and telephone companies usually use the
same switch in many locations throughout its telephone network. Due to the high cost of one unit and high
probability of future purchases, the buyers can demand specific functionality from a switch. If one company
will not provide exactly what the customer needs, the customer can purchase a similar switch elsewhere.

Entry into the Asian market required the formation of joint ventures. Law required these joint ventures to
enter the market. If a company did not form a joint venture, then the company could not do business in Asia.
These two factors, consumer demand and required joint ventures, indicate high buyer bargaining power.
Threat of Substitutions Only class 5 software controlled switches are direct substitutes for the 5ESS;

Alcatel, Nortel, Siemens produce competing class 5 switches. Due to the ability of competitors to supply
switches, the threat of substitution is moderate to high.
Threat of New Entrants Alcatel, Nortel, and Siemens produce software operated switches similar to the

5ESS. Low cost and lead-time, precedents set by Lucent, are the biggest barriers for Alcatel, Nortel, and
Siemens. Competing companies with the ability to supply switch products sets the threat of new entrants in
the Asian switch market is very high.
Competitive Rivalry Asia is the fastest growing market for telephone switches. Many telephone equipment

providers would like to sell in the Asian market. The desire by many companies to gain market share in the
Asian market increases the competitive rivalry.

Appendix 2: Root Cause

Customers Go Elsewhere

Late Shipment

Late Production

Poor Material Tracking

Local Material Shortages

Poor Forecasting

Few Suppliers

Diagram 2: Root Cause Diagram

Appendix 3: Material Percentage Calculations

Component type

5ESS
Quantity

Asia
Percent

Quantity

83%
31%
72%
75%
81%
98%
98%
95%
39%
99%

421.6
6.5
49.7
98.3
116.6
493.9
262.6
790.4
12.5
582.1

Integrated circuit
Power module
PCB
Other active
Capacitor
Resistor
Other passive
Metal parts
Backpane
Cable

Mature
Mature
Mature
Mature
Simple
Simple
Simple
Simple
Mature
Simple

508
21
69
131
144
504
268
832
32
588

Total
95% confidence

3097

91.5%
86.9%

2834.28

Table 2: Material Percentages

Appendix 4: Material Complexity Calculations

Type

Mature:
Simple:

5EES Switch Total

Quantity
Percent

761.0
2336.0

24.6%
75.4%

Table 3: Mature Part Calculations for 5ESS Switch

Type

Mature:
Simple:

Parts Manufactured Asia

Quantity
Percent

588.6
2245.7

20.8%
79.2%

Table 4: Mature Part Calculations for Asia

Appendix 5: Resources
1. Ashiya, Mona. Syncra Systems. Harvard Business School. 13 March 2003.
2. Broadbent, Marianne. The Implications of Information Technology Infrastructure for Business Process
Redesign. MIS Quarterly. Volume 23. Number 2. Pages 159-182. June 1999.
3. Fisher, Marshall L., et al. Making Supply Meet Demand in an Uncertain World. Harvard Business
Review. May-June 1994.
4. Hoyt, David. Lucent Technologies: Global Supply Chain Management. Leland Stanford Junior
University. Stanford, California. January 2001.
5. Magretta, Joan. The Power of Virtual Integration: An Interview with Dell Computers Michael Dell.
Harvard Business Review. March-April 1998.
6. McAfee, Andrew P. IBM Technology Group. Harvard Business School. 13 March 2003.
7. Shum, Martin. Executive Informational Interview. 31 March 2004.
8. Sole, Deborah. Harley Davidson Motor Company: Enterprise Software Selection. Harvard Business
School. Boston, Massachusetts. 22 January 2003.
9. Spear, Steven and H. Kent Bowen. Decoding the DNA of the Toyota Production system. Harvard
Business Review. September-October 1999.
10. Kulp, Susan. Metalcraft Supplier Scorecard. Harvard business School. 24 March 2002.