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SC Performance and Achieving Strategic Fit 2
SC Performance and Achieving Strategic Fit 2
Companys Competitive strategy and its supply chain strategy affects the performance based on its strategic fit. Companys competitive strategy defines, relative to its competitor the set of customer needs that it seeks to satisfy through its products and services.
e.g.: wall mart strategy is to make available variety of products and at low cost. Whereas McMaster sells MRO (aintanence,repiar,operations) products. It offers about 4 lakh items through catalogue/website. Its strategy is built around customer convenience ,availability and responsiveness. (not on cost) . These are the contradictory views.
Similarly Dell has build to order strategy through web as against Gateway selling through retailers. Customer walking into Gateway can walk away with e-machine but variety and customization is limited where as from Dell you can get the machine of your choice in a weeks time. Both scatters to different kind of needs of customers.
Thus a firms competitive strategy is defined based on customers priorities. Competitive strategy targets one or more customer segments and aims to provide products and services that satisfy these customers needs.
Value chain
Finance , Accounting , Information technology, New product development> Marketing & sales> operations Human Resource Distribution > service
New product development = creates specifications for the product Marketing & Sales : Generate demand & bring input back to new product development. Operations transforms inputs into outputs to create the product Distribution = either takes the product to customer or brings the customer towards product. Service customer requests after the sale or during the sale Other support functions facilitate core functions.
Now to execute Cos competitive strategy , all these functions play a role and each must develop its own strategy. Product development strategy :specifies the portfolio of new products the company will develop. Marketing & sales specifies how market will be segmented , how the product will be positioned , priced and promoted.
Supply chain strategy determines the nature of procurement of raw materials , transportation of materials to & fro the company , manufacture of the product or operation to provide the service and distribution of the product to the customer along with any follow up service and a specification whether these processes will be performed or outsourced.
The value chain emphasizes the close relationship between functional strategies within a company. Each function is crucial and functional strategies can not be formulated in isolation. They are closely intertwined and must fit and support each other if a company is to succeed.
All processes and functions that are part of Cos value chain contribute to success or failure they do not operate in isolation no one function or process can ensure chains success. Failure at any one process or function can lead to failure of over all value chain. Thus Cos success / failure is closely linked to the following keys;
1)Competitive strategy and all functional strategies must fit together to form a coordinated overall strategy. Each functional strategy must support other functional strategies and help a firm reach its competitive strategy goal 2)The different functions in a Co must appropriately structure their processes and resources to be able to execute these strategies successfully. 3)Design and overall SC and role of each stage must be aligned to support the SC Strategy.
A company can fail because of lack of strategic fit or because of its design , processes and resources do not provide the capabilities to support the desired strategic fit. If this alignment is not achieved conflicts arise between functional goals within firm or between goals of different SC stages. E.g.; marketing publicizes variety of products in quick time whereas distribution targeting grouping of product to get economies there by delaying.
There are three steps; 1)Understanding the customer and SC uncertainty 2)Understanding SC Capabilities 3)Achieving strategic fit. If there is a mismatch exists between what SC is capable of and what Customer needs are , then either SC need to be restructured to suit competitive strategy or alter competitive strategy.
SC Responsiveness means
1.Respond to wide ranges of quantities demanded. 2. Meet short lead times 3. Handle Variety of products needed 4. Meet high Service level required 5. Price of product during emergencies 6. Desired rate of innovation in the product.
It may appear that each of the customer need categories should be viewed differently but in a very fundamental sense , each customer need can be translated into the metric of Implied demand uncertainty. IMPLIED DEMAND UNCERTAINTY is demand uncertainty due to the portion of demand that the SC is
We make a distinction between demand uncertainty and implied demand uncertainty . DEMAND UNCERTAINTY reflects the uncertainty of customer demand for a product. IMPLIED DEMAND Uncertainty on the other hand is the resulting uncertainty for only the portion of the demand that SC plans to satisfy and attributes the
e.g.; (1) a firm supplying only emergency orders for a product will face a higher implied demand uncertainty than a firm that supplies the same product with a long lead time as the second firm has an opportunity to fulfill the orders evenly over the long lead time. (2) Another example is on impact of service level. As a supply chain raises its level of service , it must be able to meet higher and higher percentage of actual demand forcing it to prepare for rare surges in demand
Thus raising service level increases the implied demand uncertainty even though the products demand uncertainty does not change. Both the product demand uncertainty and various customer needs that the SC tries to fill affect implied demand uncertainty.
Since each individual customer need contributes to the implied demand uncertainty , we can use IMPLIED DEMAND UNCERTAINTY as a common metric with which to distinguish different types of demand. Fisher pointed out that implied demand uncertainty is often correlated with other
Other attributes Low implied demand uncertainty Product margin Low Average forecast 10% error Average stock out 1% to 2 % rate Average forced 0% season-end markdown
1.Products with uncertain demand are often less mature and have less direct competition as a result , margins tend to be high. 2.Forecasting is more accurate when demand has less uncertainty. 3.Increased implied demand uncertainty leads to increased difficulty in matching supply 4.Markdowns are high for products with high implied demand uncertainty because oversupply often results.
e.g. ; if we take salt and palmtop computer Salt has low implied demand uncertainty low margins- low stock out rates accurate demand forecast possible- virtually no markdownsPalm top computer: high implied uncertainty- high margins- high stock out costs (if successful) large markdowns (if it is failure).
e.g. : circuit board supplier to TWO different types of PC manufacturer. One PC manufacturer like DELL who is build to order whose lead time is same day. In this case the supplier has to have flexible manufacturing or ability to build high inventory to meet DELL deadlines. Forecast and supplier inventories would be high and margins also may be high.
The other customer builds a small variety of PCs and give the supplier long lead time and reducing forecast errors and inventories. Thus his margins may be low.
from the above two examples we can see the same product but to different customer segment can have different implied demand uncertainty given separate service requirements.
Supply source capability Frequent break downs Unpredictable and low yields Poor quality Limited supply capacity Inflexible supply capacity Evolving production process
Supply uncertainty is also strongly affected by the life cycle position of the product. New products being introduced have higher supply uncertainty because designs and production processes are still evolving . In contrast mature products have less supply uncertainty. Using this a spectrum can be created by combining the demand uncertainty and supply uncertainty.
or uncertain supply & predictable demand or somewhat uncertain supply & demand --------------------------------------|-------------------------------------- Salt at an existing a new Super market automobile model communication
Respond to wide ranges of quantities demanded Meet short lead times Handle a large variety of products Build highly innovative products Meet a high service level Handle supply uncertainty
The more these abilities the more responsive SC is. Responsiveness comes at a cost SC efficiency is the inverse of cost of making and delivering a product to a customer Increases in cost lower efficiency.
e.g. Dell: high response hence high demand uncertainty. It has two options (1) to go for efficient SC OR 2) To go for responsive SC If it opts for efficient cost will come down but delivery will be delayed not acceptable to Dell Hence Dell has to opt for highly responsive SC only.
E.g. : Barilla pasta manufacturer: it has stable customer demand low implied demand uncertainty-supply is quite predictable Barilla if it opts for highly responsive SC it will increase the cost and will loose customers. Hence it has to opt for efficient SC which will lower cost . This relations ship is represented by zone of strategic fit.
Achieving Strategic Fit Shown on the Uncertainty/Responsiveness Map (Fig. 2.5) Responsive
supply chain
of ic e g on ate Z r t t Fi S
Efficient supply chain Certain demand Implied uncertainty spectrum Uncertain demand
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Reduce but not at expense of Aggressively reduce even if greater cost costs are significant Cost and low quality Speed, flexibility, quality Greater reliance on low cost modes Greater reliance on responsive (fast) modes
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Five categories:
1.Intra-company intra-operation scope 2.Intra-company intra-functional scope 3.Intra-company inter-functional scope 4.Inter-company inter-functional scope 5.Agile inter-company- inter-functional scope
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Manufacturer
Distributor
Retailer
Customer
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E.g.: a distribution company a transportation operation evaluation based on shipping cost per unit. Shipping the product individually costs $5 per item whereas shipping by truck load costs only $1 per item. To minimize cost transportation group, ships by truck load basis as it is economical. This decision while minimizing the transportation cost per unit increases the response time and may underline a competitive strategy based on responsiveness. The key point is that transportation decision was made independent of other functions within the firm and the rest of supply chain. Therefore the strategic fit is restricted only to a portion (transportation)of the distribution stage within the supply chain (smallest eclipse)
In this case warehouse manager no longer minimizes warehousing costs while transport manager independently minimizes transportation costs. By working together and developing a joint strategy, the two minimize the total functional cost. Managers now not only look at transportation cost but also look at warehousing and other SC related cost. Although truckload transportation saves the company $4 per item , it costs company additional $8 per item because of increased inventory and warehousing costs. Therefore it costs less for the company to ship each item individually because the extra $4 transportation charge saves the company $8 which otherwise we have to spend for inventory/warehouse related cost. Strategic fit now expands to entire function within a stage of supply chain (see distributor) in chart.
Now we have to expand the scope of strategic fit across all functions within the firm. For this, all functional strategies are developed to support each other and also the competitive strategy.
To realize this, the company will now not only look at SC cost but also look at revenues as well. Although the company had already decided to ship individual units to bring down inventory costs, marketing wanted to increase inventory so that the company could take advantage of increased sales as a result of higher service levels. If revenues and margins gained from holding more inventory outweigh the additional costs , the company should go ahead and increase inventory. Key point : both operational and marketing decisions have revenue and cost impact. They must be coordinated.(see chart distributer.
2. When speed became a great driver of SC success . Today more and more companies are succeeding not because they have the lowest priced product, and not because they have the highest quality or best performing product, but because they are able to respond quickly to market needs and get the right product to the right customer at the right time.(Zara).
But responding speedily lies to a large extent outside companies own boundaries for most of the companies. Most delays are created at the interface between the boundaries of different stages of SC. Thus managing these interfaces become the key focus to provide quick response. the inter company scope forces every stage of SC to look across the SC to raise SC surplus and increase the size of the pie that all stages have to share among themselves.(see chart ) Key point: strategic fit is essential because competitive playing field has shifted from Company Vs Company to Supply Chain Vs Supply Chain. A companys partner in SC may well determine companys success as company is intimately tied to supply chain.
Discuss about treating stages in supply chain that does not belong to company. Companys reducing the inventory but asking supplier to hold it does not solve the problem. Only the ownership changes but costs lie within the supply chain!