MBA课件《供应链管理》学员问题探讨与案例分析

1、生命是永恒不断的创造，因为在它内部蕴含着过剩的精力，它不断流溢，越出时间和空间的界限，它不停地追求，以形形色色的自我表现的形式表现出来。泰戈尔中国经济管理大大学MBA课件供应链管理学员问题探讨与与案例分析（苏尼尔乔普普拉著教材）CHAPTERR ONE Discusssion QQuestiionsConsideer thee purcchase of a can oof sodda at a connvenieence sstore. Desccribe the vvariouus staages iin thee suppply chhain aand thhe diffferennt f

2、loows innvolveed.When a custoomer ppurchaases aa can of sooda att a coonveniience storee, hiss purcchase repreesentss the end oof a ssupplyy chaiins delliveryy of aan iteem andd the beginnning of innformaation regarrding his ppurchaase fllowingg in tthe opppositte dirrectioon.The suppply cchain stag

3、ees incclude custoomers, retaailerss, whoolesallers/ddistriibutorrs, maanufaccturerrs, annd commponennt/raww mateerial supplliers. A cuustomeers ppurchaase mooves pproducct towwards the ccustommer annd dolllars and iinformmationn towaards tthe reetaileer.The rettailerr placces ann ordeer froom thee

4、whollesaleer/disstribuutor tto repplenissh stoock, ttherebby movving iinformmationn backk up tthe suupply chainn whille movving pproducct dowwn thee suppply chhain. As thhe ordder iss fillled, tthe reetaileer willl movve dolllars back up thhe suppply cchain.The whoolesaller/diistribbutor transsmits

5、inforrmatioon andd dolllars tto thee manuufactuurer wwho prroducees prooduct and sships it doown thhe suppply cchain to thhe whoolesaller.Finallyy (or initiially, depeendingg on yyour pperspeectivee) thee manuufactuurer mmoves orderrs (innformaation) and dollaars toowardss suppplierss in eexchannge

6、foor matteriall floww intoo theiir prooductiion prrocessses.Why shoould aa firmm likee Delll takee intoo accoount ttotal supplly chaain prrofitaabilitty wheen makking ddecisiions?Dell reealizees thaat theeir ulltimatte succcess lies with the ssuccesss of theirr suppply chhain aand itts abiility to g

7、eeneratte suppply cchain surpllus. IIf Delll wass to vview ssupplyy chaiin opeeratioons ass a zeero suum gamme, theyy woulld losse theeir coompetiitive edge as thheir ssuppliiers businnessess struuggledd. Dellls pprofitt gainned att the expennse off theiir suppply cchain partnners wwould be shhort l

8、lived. Justt as aa physsical chainn is oonly aas strrong aas itss weakkest llink, the ssupplyy chaiin cann be ssuccesssful only if alll memmbers coopeerate and ffocus on a globaal opttimum ratheer thaan manny loccal opptima.What arre somme strrategiic plaanningg and operaationaal deccisionns thaat m

9、usst be made by ann appaarel rretailler liike Thhe Gapp?As The Gap pplans supplly chaain sttrateggy it must firstt conssider the mmarketting ffunctiions priciing pllans iin ordder too struucturee a suupply chainn conssonantt withh thesse plaans. SStrateegic cconsidderatiions ssuch aas thee capaacity

10、 of eaach suupplieer andd asseembly operaationss, souurcingg deciisionss and how llogisttics aare too be hhandleed aree all part of thhe dessign. The ssupplyy chaiin musst alsso setttle oon commmuniccationn channnels and ffrequeenciess. Supply chainn plannning takess the strattegic decissions as a g

11、ivenn and seekss to eexploiit effficienncies in thhe chaain too maxiimize supplly chaain suurpluss. Thee entiire chhain sshouldd colllaboraate inn foreecastiing annd plaanningg prodductioon as to acchievee a gllobal optimmum. TThe foorecassts shhould take into accouunt pllannedd prommotionns andd kn

12、owwn seaasonall flucctuatiions iin demmand.The opeeratioonal ddecisiion taake thhe plaans ass a giiven aand maake daay-to-day ddecisiions tto proocess custoomer oorderss, alllocatee resoourcess to ccertaiin cusstomerrs, trriggerr ordeers frrom suupply chainn membbers, and ddeliveer prooduct.Considee

13、r thee suppply chhain iinvolvved whhen a custoomer ppurchaases aa bookk at aa bookkstoree. Ideentifyy cyclles inn thiss suppply chhain aand thhe loccationn of tthe puush/puull booundarry.All suppply cchain proceesses can bbe brooken ddown iinto ffour pprocesss cyccles tthat cconnecct thee fivee stag

14、ges off the supplly chaain; tthe cuustomeer ordder cyycle, the rreplennishmeent cyycle, the mmanufaacturiing cyycle, and tthe prrocureement cyclee.The cusstomerr ordeer cyccle coonnectts thee custtomer with the rretailler; tthis cconnecction is maade ass the book, perhhaps SSupplyy Chaiin Mannagemee

15、nt byy Choppra annd Meiindl, is seelecteed andd paidd for by thhe cusstomerr.The repplenisshmentt cyclle connnectss the retaiiler aand thhe disstribuutor aand iss trigggeredd by tthe reetaileers nneed tto filll thee emptty sheelf sppace wwith aanotheer coppy of this tome.The mannufactturingg cyclle

16、connnectss the distrributoor andd the manuffacturrer. AAs demmand ffor thhe boook is realiized aand diistribbutorss emptty theeir waarehouuses, they signaal thee manuufactuurer tto priint annotherr milllion ccopiess to ffill ttheir emptyy wareehousees.Finallyy, thee proccuremeent cyycle cconneccts t

17、hhe mannufactturer and tthe suupplieer. Thhe mannufactturer requiires rraw maateriaal inpputs oof papper, iink, eetc., to beegin tthe asssemblly proocess for aanotheer battch off Suppply Chhain MManageement.The pussh/pulll bouundaryy exissts whhere ddemandd swittches from reacttive (pull) to sspecul

18、lativee (pussh) prroducttion. For mmost bbooksttore ssupplyy chaiins thhe pussh/pulll bouundaryy is bbetweeen thee custtomer orderr cyclle andd the repleenishmment ccycle. The custoomer oorder pullss the book from the bbook sstore shelff but the iinitiaal prooductiion off the book was ttriggeered bb

19、y a bbuild orderr thatt moveed matterialls aloong thhe suppply cchain to thhe rettail ooutlett.Consideer thee suppply chhain iinvolvved whhen a cusstomerr ordeers a book from Amazoon. Iddentiffy thee pushh/pulll boundaryy and two pprocessses eeach iin thee pushh and pull phasees.In Amazzons origiina

20、l ooperattions desiggn the ppush/ppull bboundaary exxistedd betwiixt thhe rettailerr (Amaazon) and ttheir disstribuutor. Amazoon orddered produuct frrom thhe disstribuutor aand thhe cusstomerr ordeer arrrived. Todaay, Ammazon has ssix waarehouuses wwhere it sttocks an innventoory off itemms it is co

21、onfideent thhat wiill seell. IIn thiis sceenarioo, thee pushh/pulll bounndary existts bettween the ccustommer annd thee retaailer.Processses inn the pull phasee are the oorder fulfiillmennt, shhippinng, cuustomeer retturns, and custoomer bbillinng. Prrocessses inn the push phasee are produuctionn, s

22、toock reepleniishmennts, sshippiing, aand paaymentt.In whatt way do suupply chainn flowws afffect tthe suuccesss or ffailurre of a firrm likke Amaazon? List two ssupplyy chaiin deccisionns thaat havve a ssignifficantt impaact onn suppply chhain pprofittabiliity.The succcess or faailuree of aa comppa

23、ny llike AAmazonn is ddecideed by the eeffecttive ffunctiion off its supplly chaain. The fflow oof prooductss fromm publlisherrs to distrributoors too custtomerss mustt be rrapid and rreliabble inn ordeer to satissfy cuustomeers. TThe fllow off infoormatiion baack thhroughh the supplly chaain alllow

24、s all mmemberrs to coorddinatee effoorts. The fflow oof monney alllows all ssupplyy chaiin memmbers to maaintaiin opeeratioons. SSupplyy chaiin proofitabbilityy is iinflueenced by soourcinng, prromotiion, aand fuulfilllment decissions.CHAPTERR TWODiscusssion QQuestiionsHow wouuld yoou chaaracteerize

25、 the ccompettitivee straategy of a high-end ddeparttment storee chaiin succh as Nordsstrom? Whatt are the kkey cuustomeer neeeds thhat Noordstrrom aiims too filll?The Norrdstroom webb sitee stattes thhe folllowinng. Ovver thhe yeaars, tthe Noordstrrom faamily of emmployeees buuilt aa thriiving busin

26、ness oon thee prinnciplees of qualiity, vvalue, seleectionn, andd servvice. Todayy, Norrdstroom is one oof thee natiions leadiing faashionn retaailerss, offferingg a wiide vaarietyy of hhigh-qqualitty appparel, shoees, annd acccessorries ffor meen, woomen, and cchildrren att storres accross the ccou

27、ntrry. Wee remaain coommittted too the simplle ideea ourr comppany wwas fooundedd on, earniing thhe truust off our custoomers one aat a ttime.Nordstrrom fiills ccustommer neeeds ffor hiigh quualityy fashhion mmerchaandisee and outsttandinng levvels oof cusstomerr servvice. Pricee is nno objject ffor

28、 thhe typpical Nordsstrom shoppper.Where wwould you pplace the ddemandd faceed by Nordsstrom on thhe impplied demannd unccertaiinty sspectrrum? WWhy?Impliedd demaand unncertaainty is deemand uncerrtaintty duee to tthe poortionn of ddemandd thatt the supplly chaain iss targgetingg, nott the entirre d

29、emmand. A higgh-endd depaartmennt stoore chhain ssuch aas Norrdstroom fallls onn the high end oof thee impllied ddemandd unceertainnty sccale. The ffashioon iteems thhat Noordstrrom sttocks have extreemely high produuct maargin, highh foreecast errorrs andd stocckout ratess, andd oncee the seasoon i

30、s over, thesse iteems arre solld at deep discoounts at thheir NNordsttrom RRack ooutlett storres.What leevel oof ressponsiivenesss wouuld bee mostt apprropriaate foor Norrdstrooms ssupplyy chaiin? Whhat shhould the ssupplyy chaiin be able to doo partticulaarly wwell?Supply chainn respponsivvenesss t

31、akees manny forrms, iincludding tthe abbilityy to rresponnd to a widde rannge off quanntitiees, meeet shhort llead ttimes, handdle a largee variiety oof prooductss, buiild innnovattive pproduccts, mmeet aa highh servvice llevel, and handlle suppply uuncerttaintyy. Thee Norddstromm suppply chhain mmu

32、st bbe higghly rresponnsive in thhe areeas off handdling highlly innnovatiive faashionn prodducts, custtomer respoonse, and sservicce levvel; tthey aare efffectiive inn suppplyingg welll-heelled cuustomeers wiith meerchanndise and ttheir returrn pollicy iis leggendarry in the PPacifiic Norrthwesst.H

33、ow cann Norddstromm expaand thhe scoope off the strattegic fit aacrosss the supplly chaain?Scope oof strrategiic fitt refeers too the functtions withiin thee firmm and stagees acrross tthe suupply chainn thatt deviise ann inteegrateed strrategyy withh a shhared objecctive. By aadoptiing ann inteerco

34、mppany iinterffunctiional scopee straategy, Norddstromm willl maxiimize supplly chaain suurpluss. Norrdstroom cann movee in tthis ddirecttion bby worrking with theirr suppplierss as iif theey aree actuually ownedd by NNordsttrom. Ratheer thaan vieewing the ssupplyy chaiin as a zerro-summ gamee of ii

35、nventtory ccost mminimiizatioon andd proffit maaximizzationn, Norrdstroom musst reccognizze thaat sprreadinng thee weallth annd occcasionnally takinng on more invenntory than is opptimall for them will resullt in improoved ccustommer seervicee. Thee inteercomppany iinterffunctiional scopee of sstrat

36、eegic ffit reequirees morre efffort tthan tthe otther aapproaaches preseented in thhis seectionn; Norrdstroom musst evaaluatee all aspeccts off theiir suppply wweb.Reconsiider tthe prreviouus fouur queestionns forr otheer commpaniees succh as Amazoon, a superrmarkeet chaain, aand auuto maanufaccture

37、rr, andd a diiscounnt rettailerr suchh as WWal-Maart.Amazon focusses onn costt and flexiibilitty by proviiding bookss, mussic annd a hhost oof othher hoousehoold prroductts at low ppricess. Cuustomeers pllace oorderss onliine annd exppect tto recceive purchhases in a numbeer of days. Cusstomerr orde

38、ers arre proocesseed at centrral waarehouuses oor aree dropp shippped ffrom ssuppliiers bby maiil or commoon carrrier. For the mmost ppart, the iimplieed demmand uuncerttaintyy for Amazoon is low aas theey casst succh a wwide nnet. Amazoons ssupplyy chaiin musst be respoonsivee in tterms of fllexibi

39、ility; theyy handdle ann incrrediblly divverse rangee of pproduccts. AAmazonns suppply cchain shoulld be able to prrovidee low pricees widde varriety and rreasonnable delivvery sscheduules ffor itts cusstomerrs. IIn eveery liink off the supplly chaain, AAmazonn mustt funcction on thhe cosst-resspons

40、iivenesss effficiennt froontierr in oorder to suupportt its compeetitivve strrategyy.A superrmarkeet chaain foocusess on ccost aand quualityy, witth somme speecialtty chaains aaddingg flexxibiliity byy carrrying a brooader rangee of pproduccts thhat maay be targeeted ttowardds cusstomerrs intterestt

41、ed inn orgaanic pproduccts orr ethnnic cuuisinee. Impplied demannd unccertaiinty ffor a superrmarkeet chaain teends tto be low; shopppers aare tyypicallly reepeat custoomers and hhave aa consstant demannd levvel. TThe suupermaarket supplly chaain muust bee respponsivve by receiiving produuce quuickl

42、yy to eensuree fresshnesss and have a higgh serrvice levell. Suppermarrket ssupplyy chaiins teend too be wwell-eestabllishedd and can iimprovve strrategiic fitt by eemphassizingg speeed to mainttain ffreshnness, hencee percceivedd quallity.Auto maanufaccturerrs havve exttremelly commplicaated ssuppl

43、yy chaiins thhat arre inccreasiingly focussed onn flexxibiliity annd leaan opeeratioons. IImplieed demmand uuncerttaintyy for auto manuffacturrers vvariess conssideraably bby tarrget mmarkett and manuffacturrer. AAutomootive supplly chaains aamong the bbig thhree iin thee Unitted Sttates have made g

44、reatt proggress in thhe lasst deccade aand reecogniize thhat thhey muust bee respponsivve froom a ttime aand fllexibiility standdpointt. Wal-Marrts ssupplyy chaiin is obsesssed wwith ccost aand iss faciilitatted byy a loow impplied demannd unccertaiinty, theirr imprressivve loggisticcs sysstem aand

45、thheir mmanageement inforrmatioon sysstems. Theiir suppply cchain is abble too resppond qquicklly to fill a widde varriety of prroductts to keep merchhandisse on Wal-MMartss shellves. Wal-MMartss leveel of coorddinatiion allong tthe suupply chainn is eexcelllent; it woould bbe diffficullt to pointt

46、out areass wherre truue inttercommpany interrfuncttionall scoppe of strattegic fit hhas noot beeen achhievedd. Thee solee suppply chhain ccriticcism tthat ssurfacces iss an ooccasiional reporrt thaat suppplierrs feeel as if suupply chainn surpplus iis nott sharred eqquitabbly.Give arrgumennts too su

47、ppport tthe sttatemeent thhat Waal-Marrt hass achiieved very good strattegic fit bbetweeen itss comppetitiive annd suppply cchain strattegiess.The besst arggumentt to ssupporrt thee stattementt thatt Wal-Mart has aachievved veery goood sttrateggic fiit is theirr succcess aas a ccompanny. Coompetiiti

48、on todayy is ssupplyy chaiin verrsus ssupplyy chaiin, noot commpany versuus commpany, so aa comppanyss parttners in thhe suppply cchain oftenn deteerminee the compaanys succeess. Wal-Marrts sstrateegic ffocus on coost iss eviddent iin theeir coompetiitive, prodduct ddeveloopmentt, suppply cchain, an

49、d markeeting strattegy. Theiir marrketinng strrategyy of aadverttisingg everry dayy low pricees apppeals to coonsumeers annd doees nott disrrupt tthe suupply chainn by ccausinng surrges iin demmand. Visitting oone off theiir bigg box storees revveals low-ppricedd mercchandiise, bboth nnationnal annd

50、 stoore brrands, staccked ffrom ffloor to ceeilingg withhout eelaborrate ddisplaays orr decooratioon. Waal-Marrts llogisttics aand innformaation systeems arre fammous ffor cooordinnatingg theiir enttire ssupplyy chaiin andd alloowing it too meett custtomer needss at mminimaal cosst.CHAPTERR THREEEDi

51、scusssion QQuestiionsHow couuld a groceery sttore uuse innventoory too incrrease the rresponnsivenness oof thee comppanyss suppply chhain?The loggisticcal drriver of innventoory enncompaasses all rraw maateriaals, wwork iin proocess, and finisshed ggoods withiin a ssupplyy chaiin. A groceery sttore

52、ccan bee moree respponsivve in the eeyes oof itss custtomerss if iit offfers aa broaader vvarietty of SKUs and/oor maiintainns a ggreateer quaantityy of eeach SSKU. AA greaater qquantiity off eachh SKU is prroblemmatic for hhighlyy periishablle iteems liike prroducee, meaat, fiish, eetc. FFor thhese

53、 iitems, a grroceryy storre suppply cchain shoulld be set uup to permiit freequentt ordeers soo thatt fresshnesss is eensureed andd a sttockouut sittuatioon wonnt exxist ffor a signiificannt lenngth oof timme. A groceery sttore ssupplyy chaiin shoould uuse hiistoriical ddemandd pattterns for sseason

54、nal ittems tto rellieve stresss on all mmemberrs andd provvide ccustommers wwith pproducct durring ppeak ddemandd periiods.How couuld ann autoo manuufactuurer uuse trranspoortatiion too incrrease the eefficiiency of itts suppply cchain?Transpoortatiion, aa logiisticaal driiver, entaiils mooving inve

55、nntory from pointt to ppoint in thhe suppply cchain. The tradee-off in trranspoortatiion iss betwween tthe coost off trannsporttationn and the sspeed at whhich pproducct is transsporteed. Sllower modess of ttranspportattion rreducee costt, butt coulld be a reaasonabble appproacch if supplliers are c

56、co-loccated with the aassembbly opperatiions. If thhe suppply cchain is deesigneed in such a wayy, andd asseembly operaationss are locatted wiith prroximiity too markkets, then the ssupplyy chaiin cann be rrun chheaplyy withhout hholdinng tooo muchh inveentoryy in ttransiit.How couuld a bicyccle maa

57、nufaccturerr incrrease respoonsiveeness throuugh itts faccilitiies?Facilitties, anothher loogistiical ddriverr, aree the actuaal phyysicall locaationss in tthe suupply chainn netwwork wwhere produuct iss storred, aassembbled, or faabricaated. A faccilityy thatt is ddesignned too be fflexibble caan r

58、esspond quickkly too markket deemandss by rretoolling tto prooduce diffeerent modells or produucts, whereeas a dediccated facillity ccannott. Loccatingg a faacilitty cloose too the markeet willl inccreasee respponsivvenesss at tthe coost off decrreasedd econnomiess of sscale that mightt be aachievve

59、d wiith a centrralizeed loccationn. A ffaciliity thhat iss undeer cappacityy willl be lless rresponnsive than a faccilityy thatt is aapproppriateely siized oor hass exceess caapacitty.How couuld ann induustriaal supppliess disttributtor usse infformattion tto inccreasee its respoonsiveeness?Informaa

60、tion is a crosss-funcctionaal driiver aand coonsistts of data and aanalyssis cooncernning ffaciliities, inveentoryy, traansporrtatioon, coosts, pricees, annd cusstomerrs thrroughoout thhe suppply cchain. Infoormatiion seerves as a conneectionn amonng alll membbers oof thee suppply chhain aand oppera