2. The way of measure of product and service
Internal quality assurance external customer
satisfaction customer value
SCM is naturally an important component in
fulfilling customer needs and providing value.
SCM can also impact the important customer
value of price by significantly reducing costs.
Customer value drives changes and
improvements in the supply chain.
Customer value is also important for
determining the type of supply chain.
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3. Customer value the way the customer
perceives the entire company’s offerings
(products, services…)
Customer perception can be broken into
several dimensions:
Conformance(mil) to requirements
Product selection
Price and brand
Value-added services
Relationships and experiences
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4. The ability to offer what the customer wants and
needs is a basic requirement to which SCM
contributes by creating availability and selection
market mediation(buaina kara palai) function
the differences between supply and demand will lead to
the costs associated with the market mediation
Supply > demand inventory cost
Demand > supply lost sales and possibly market share
Customer access
the ability to easily find and purchase a product
In all, the company provides
Products, services for customers
The way for customers to know its products, services
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5. The contribution of product proliferation (rapid
reproduction/increase in no)to customer value is difficult to analyze
and understand.
The proliferation of products and difficulty in predicting demand for a
specific model force retailers and distributors to hold large inventories.
Sometimes there is no need to provide too many selections for one item
Three successful business trends
Specializing in offering one type of product : Starbucks, Subway
Megastores that allow one-stop shopping for a large variety of
products :Wal-Mart
Megastores that specialize in one product area : Home Depot, Office Max,
Sportmart
Several ways to control the inventory problem of a large variety of
configuration or products
Build-to-order model : Dell
Larger inventories at major distribution centers: vehicles
A fixed set of options that cover most customer requirements
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6. Price of products and the level of service are
essential parts of customer value
The price may not be the only factor a customer
considers, there may be a narrow price range that is
acceptable for certain products.
Brand – an important factor affecting the price
The internet and its impact on consumer behavior
have increased the importance of brand names,
because a brand name is guarantee of quality in the
buyer’s mind.
Mecedes cars, Rolex watches, Coach purses…
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7. Value-added offering can differentiate some
companies from their competitors and provide
them with more profitable pricing structures
Especially technical products : after sales services
Other reasons why many companies are
adding more services around their products:
The commoditization of products
The need to get closer to the customer
The increase in information technology capabilities
Value-added services
Support, maintenance
Information access
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8. An increased connection between the firm and its
customers makes it more difficult for customers to
switch to another provider
The learning relationship
Companies build specific user profiles and utilize this
information to enhance sales as well as retain customers
Beyond relationship, some companies are also
designing, promoting, and selling unique
experiences to their customers.
An experience occurs when a company intentionally uses
services as the stage, and goods as props, to engage
individual customers in a way that creates memorable
events
Disney’s theme parks
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9. Revenue management
“selling the right inventory unit to the right type of
customer, at th-e right time, and for the right price”
Smart pricing
Use price as a tool to influence customer demand
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10. Many companies use price as a tool to influence customer demand
and apply the principles of revenue management techniques to their
respective industries.
Smart pricing
Customized pricing
The objective is to distinguish between customers
according to their price sensitivity
Dynamic pricing
Dynamic pricing, or changing price over time without
necessarily distinguish between different types of
customers has traditionally been used only for sales or
promotions
Example : fashion clothing retailers offer discounts later
in the season to reduce inventory, and this discount is the
same for all customers at a given time.
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11. The objective in this section is to introduce
various measures of customer value as well as
supply chain performance measures
Service level
Customer satisfaction
Supply chain performance measures
11/
12. Service level is the typical measure used to
quantify a company’s market conformance.
Service level is usually related to the ability to
satisfy a customer’s delivery date.
There is a direct relationship between the
ability to achieve a certain level of service and
supply chain cost and performance.
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13. Customer satisfaction surveys are used to
measure sales department and personnel
performance as well as to provide feedback for
necessary improvements in products and
services.
Customer satisfaction
Customer loyalty
Customer defections
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14. Information technology has produced many
valuable benefits for customers and businesses.
Customer benefits
Exchange of information between customers and
business
Business benefits
The use of information by companies to learn more
about their customers
Business-to-business benefits
Enhance business-to-business capacities
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15. Creating customer value is the driving force
behind a company’s goals, and supply chain
management is one of the means of achieving
customer value.
Companies need to select their customer value
goals since the supply chain, market
segmentation, and skill sets required to succeed
depends on this choice.
There is no real customer value without a close
relationship with customers.
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17. Flow of products and services from:
Raw materials manufacturers
Intermediate products manufacturers
End product manufacturers
Wholesalers and distributors and
Retailers
• Connected by transportation and storage
activities
• Integrated through information, planning, and
integration activities
• Cost and service levels
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18. Supplier Material Flow
Material Flow Customer
Management Management
Information Flow
Schedule / Stock
Conversion Delivery
Resources Deployment
Leads to Business Process Integration
19. Plan Source Make Deliver Buy
Suppliers Manufacturers Warehouses & Customers
Distribution Centers
Transportation Transportation
Material Costs Costs Costs Transportation
Manufacturing Costs Inventory Costs Costs
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20. A set of approaches used to efficiently integrate
Suppliers
Manufacturers
Warehouses
Distribution centers
So that the product is produced and distributed
In the right quantities
To the right locations
And at the right time
System-wide costs are minimized and
Service level requirements are satisfied
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21. Supply chain management is a set of
approaches utilized to efficiently integrate
suppliers, manufacturers, warehouses, and
stores, so that merchandise is produced and
distributed at the right quantities, to the right
locations, and at the right time, in order to
minimize system wide costs while satisfying
service level requirements.
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22. Supply Chain Goals
Efficient supply chain management must
result in tangible business improvements. It
is characterized by a sharp focus on
Revenue growth
Better asset utilization
Cost reduction.
23. Uncertainty is inherent to every supply chain
Travel times
Breakdowns of machines and vehicles
Weather, natural catastrophe, war
Local politics, labor conditions, border issues
The complexity of the problem to globally optimize a supply
chain is significant
Minimize internal costs
Minimize uncertainty
Deal with remaining uncertainty
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24. Dealing with uncertain environments –
matching supply and demand
Shorter product life cycles of high-technology products
Less opportunity to accumulate historical data on customer demand
Wide choice of competing products makes it difficult to predict
demand
The growth of technologies such as the Internet enable greater
collaboration between supply chain trading partners
If you don’t do it, your competitor will
Major buyers such as Wal-Mart demand a level of “supply chain
maturity” of its suppliers
Availability of SCM technologies on the market
Firms have access to multiple products (e.g., SAP, Baan, Oracle) with
which to integrate internal processes
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25. Forecasts are never right
Very unlikely that actual demand will exactly equal forecast demand
The longer the forecast horizon, the worse the forecast
A forecast for a year from now will never be as accurate as a forecast
for 3 months from now
Aggregate forecasts are more accurate
A demand forecast for all CV therapeutics will be more accurate than a
forecast for a specific CV-related product
Nevertheless, forecasts (or plans, if you prefer)
are important management tools when some
methods are applied to reduce uncertainty
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26. ISSUE CONSIDERATIONS
Network Planning • Warehouse locations and capacities
• Plant locations and production levels
• Transportation flows between facilities to minimize cost and time
Inventory Control • How should inventory be managed?
• Why does inventory fluctuate and what strategies minimize this?
Supply Contracts • Impact of volume discount and revenue sharing
• Pricing strategies to reduce order-shipment variability
Distribution Strategies • Selection of distribution strategies (e.g., direct ship vs. cross-docking)
• How many cross-dock points are needed?
• Cost/Benefits of different strategies
Integration and Strategic • How can integration with partners be achieved?
Partnering • What level of integration is best?
• What information and processes can be shared?
• What partnerships should be implemented and in which situations?
Outsourcing & Procurement • What are our core supply chain capabilities and which are not?
Strategies • Does our product design mandate different outsourcing approaches?
• Risk management
Product Design • How are inventory holding and transportation costs affected by product
design?
• How does product design enable mass customization?
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Source: Simchi-Levi
27. STRATEGY WHEN TO CHOOSE BENEFITS
Make to Stock standardized products, Low manufacturing costs;
relatively predictable meet customer demands
demand quickly
Make to Order customized products, Customization; reduced
many variations inventory; improved
service levels
Configure to Order many variations on Low inventory levels; wide
finished product; range of product
infrequent demand offerings; simplified
planning
Engineer to Order complex products, unique Enables response to
customer specifications specific customer
requirements
Source: Simchi-Levi
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28. View the supply chain as a strategic asset and a
differentiator
Wal-Mart’s partnership with Proctor & Gamble to
automatically replenish inventory
Dell’s innovative direct-to-consumer sales and build-to-
order manufacturing
Create unique supply chain configurations that align
with your company’s strategic objectives
Operations strategy
Outsourcing strategy
Channel strategy
Customer service strategy Supply chain configuration components
Asset network
Reduce uncertainty
Forecasting
Collaboration
Integration
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