Professional Documents
Culture Documents
Competitive strategy: defines the set of customer needs a firm seeks to satisfy through its products and services Product development strategy: specifies the portfolio of new products that the company will try to develop Marketing and sales strategy: specifies how the market will be segmented and product positioned, priced, and promoted Supply chain strategy:
determines the nature of material procurement, transportation of materials, manufacture of product or creation of service, distribution of product Consistency and support between supply chain strategy, competitive strategy, and other functional strategies is important
2-1
Distribution
Service
2-2
2-3
A company may fail because of a lack of strategic fit or because its processes and resources do not provide the capabilities to execute the desired strategy Example of strategic fit -- Dell
2-4
Lack of theory of which capabilities are best for a specific organization (how to obtain strategic fit) Firms look at what has worked for others without understanding if it really fits their unique situation
EDI works for Wal-mart, why wont it work for me? Why did Nikes trial of a best-in-class SCM IS fail?
2-5
2-6
2-8
2-9
2-10
Variety of products required increases Demand per product becomes more disaggregated Number of channels increases Rate of innovation increases Required service level increases
2-11
Total customer demand is now disaggregated over more channels New products tend to have more uncertain demand Firm now has to handle unusual surges in demand
Salt at a supermarket
Low High
2-16
Low
Cost
2-17
Responsiveness Spectrum
Highly efficient
Somewhat efficient
Somewhat responsive
Highly responsive
Hanes apparel
Dell
2-18
Responsiveness spectrum
Uncertain demand
MISMATCH
MATCH
MATCH
MISMATCH
Efficient SC
Responsive
Quick response Modularity to allow postponement Higher margins Capacity flexibility Buffer inventory Aggressively reduce even if costs are significant Speed, flexibility, quality Greater reliance on responsive (fast) modes
Lowest cost Min product cost Lower margins High utilization Minimize inventory Reduce but not at expense of greater cost Cost and low quality Greater reliance on low cost modes
2-25
Centralized Vs Decentralized
Demand LOW Variability Volume of SKU demand HIGH Decentralized HIGH
Centralized
LOW
Direct shipping
Centralized
2-29
Types of network
Responsive Network
MATCH
Efficient Network
MATCH
PLC-Introduction
Maturity
2-31
Demand side- Functional and Innovative Supply side- Stable and evolving
LOW
Supply uncertainty
HIGH
Matched strategies
Demand Uncertainty LOW HIGH
LOW
Supply uncertainty