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Obermeyer Case Study: Anirudda Aserker Degusa Patel Kajol Pitale Purva Joshi
Obermeyer Case Study: Anirudda Aserker Degusa Patel Kajol Pitale Purva Joshi
Anirudda Aserker
Degusa Patel
Kajol Pitale
Purva Joshi
Q.1 Would you recommend an efficient or a responsive supply chain for Sport obermeyer?
Ans. We would recommend Responsive Supply chain for sport Obermeyer because they are making
innovative product not functional product.
Fisher matrix for functional and innovative product
The Obermeyer case study shows that the company displays all the classic characteristics of an innovative
product as defined by Fisher Matrix
Following the recommendations by Fisher on appropriate supply strategies for innovative products such
as Obermeyers, the company has to adapt to become more market responsive rather physically efficient
(which is more appropriate for functional products).
To become more market responsive
The company needs its factory focus to zero in on maintaining buffer capacity
Its lead-time focus is to aggressively shorten lead-time in order to minimize the risk of varying
market demands during their manufacturing stage.
Supplier selection should also consider speed and flexibility as parameter
Companies like Obermeyer, which offers innovative products, should be able to respond to uncertain
market reaction to innovation such as new designs. In Obermeyers case their designs change every
year, and such innovation multiplies the risk and possible costs of shortages or excess supplies.
Q.3 What operational changes would you recommend wally to improve performance?
Ans. Key Problems:
Ski cloth is a fashionable product having short life cycle
Long time for planning and production activities
Uncertain forecast due to customer demand and change in fashion
Production system
Increasing quality of production in china
Reducing lead time of production specifically for preparation of raw materials.
Decreasing lead time for finished goods, which in turn will help to cater to existing capacity
Company should emphasize more on dependability than on cost.
Choose raw material suppliers on the basis of ease of availability rather than cost factor
Process fast and efficiently orders through information sharing with suppliers
Building a local production unit for any last minute orders.
Supply chain
Increasing bargaining power with suppliers by ordering from big supplier who can commit to be
on time
Establish distribution centre in Seattle to reduce lead time and cost through inland transportation
from Seattle to Denver
Information Systems
Collect old data and analyse demand of show in Vegas and compare with actual purchase.
Using historical data to capture the market trend and market movement
Q.4 How should sport Obermeyer think about sourcing in Hong Kong versus sourcing in China?
Long Term
China
Overcome
limitations of
manufacturing
in China
Short Term
Hong Kong
So the policy should be to produce in Hong Kong in short term and try to overcome limitations of
China by making below sequential improvements and in long term production should be done in
China.
1. Increase efficiency of staff by training them at Hong Kong and giving them cross trainings
2. Quality can be improved by improving the process (KPIs, eliminating waste from system)