Topic: - To give the identity (brand name) to their product and they have to plan

their own supply chain management. The focus should be on all Drivers (Order
processing, procurement, transportation, logistics, IT, pricing, Warehousing,
Inventory management etc)

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Submitted to: -
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CONTENT:-

Brand name (identity)

Location

Transportation,

Information technology

Inventory Management
IDENTITY (BRAND NAME IDENTITY (BRAND NAME):-

I am opening a new Mobile Company in India. Markets in India are dependent on

quality of products and cheap prices. Customer identifies the quality products and
cheap prices in the market for fulfillment of their need.
I looked in the Indian market here is massive demand of the new brand and
customers also influence to purchase it.

Brand name of the company:-

Company name: - Desire Mobile.pvt.ltd
Brand name Desire Mobiles

SUPPLY CHAIN MANAGEMENT

Consists of all parties involved, directly or indirectly, in fulfilling a customer

request

Diagram below shows the relationship between the all the member’s

There is the different driver of supply chain management.

 Competitive Strategy

Supply Chain
Strategy
Efficiency Responsiveness
Supply chainstructure

Logistical Drivers

Facilities Inventory Transportation

Information Sourcing Pricing

Cross Functional Drivers

Supply chain management provides the flexibility of the work done in the Desire-
Mobiles.

LOCATION:-

The Company’s Head Office and manufacturing units are conveniently located on
the industrial area, Baddi-Distt Solan (H.P) city in the northern state of Himachal.
The city is well connected with other major cities only by roads. The national
capital Delhi is 500 KM away. Location refers to the geographical setting of
supply chain facilities. It also includes the decisions related to which activities
should be performed in each facility. I selected this place because this place is well
known industrial area and the govt. of Himachal is giving tax relaxations in this
place for the development of small scale in this region. And another reason is the
availability of raw material & cheap labor. In this part of the country the labor is so
cheap and availability of raw material is also very much in reach as the state like
Punjab is very close to it.

Location Management:
With Desire-Mobile Location Management Service, you can keep track of the
exact quantity and trace the location of an item in real time through a hand-held
device of an operator.
Location management makes item picking easy and efficient. Even unskilled
operators can perform the accurate item picking. The efficient work process also
reduces maintenance costs and time by speeding up the item picking process.

Transportation:

The Desire Mobile logistics network consist of Single central distribution center
(CDC), which must be situated at Baddi distt Solan (H.P) 2 regional distribution
centers (RDC), one at Distt Mandi (H.P) and other at Ropar for ( Punjab) more
than 200 domestic consignees. In this environment, Desire-Mobiles will build
more than 7 tempos loads every day, 2 tempos of which deliver to the CDCs with
the remaining 5 remaining Tempos will deliver to the RDCs. The key issues facing
management could be categorized on two levels: the quality and accessibility of
accurate and timely information, as well as best practice transportation and
distribution management. Disparate manual processes we will adopt as a result of
this known weakness.
If critical service failures occurs then the high degree of demand variability and the
communication lags between the various workstations across the organization.
Distribution and transportation processes will be synchronized and the resulting
information bottlenecks translated to reactive management. Desire- Mobile will
account for this inherent inefficiency through buffer inventories and disparate
manual transportation planning. Both of these practices lead to sub-optimal results
that had negative effects on both costs and service levels.
Load-building efficiency, both in the time it took to create plans as well as the
quality of the plan, resulted in significant waste. Manual delivery plans were based
upon fixed routing methodologies that did not factor real-world variability and the
resulting cost ramifications of sub-optimal asset assignment. This will prove
wasteful with capacity utilization and driver assignment.
On the customer-facing end, drivers would make maverick decisions affecting
appointment time and routing as a trickle-down result of the disparate and manual
decisions made in the steps leading up to delivery. Without a dynamic
methodology, static delivery runs
DESIRE-MOBILES:

OUR MOTIVE:

“One of the prime reasons is that we will identify the right needing gap in the
right market, and offer products relevant to those needs.” Unlike most handset
makers who tested waters in the metropolitan areas, Desire Mobiles will
deliberately make an attempt to tap the interior parts of the country first.
Realizing that the limited supply of electricity was proving the biggest roadblock
to the growth of wireless telephony in these areas, the company will start by
offering a handset that guaranteed a 30-day stand-by battery. Furthermore, the
company deliberately will focus upon the entry to mid-level segment that was
growing at a much faster rate, both in terms of first time buyers, as well as in
terms of replacements.

But Desire-Mobiles easy-on-the-pocket proposition doesn’t come sans value

evolution. To cater to the wants of the customers to carry two handsets (to make
most of the existing on-going tariff wars amongst service operators), Desire-
Mobile will start offering Dual SIM phones. As a matter of fact, our existing
product line consists of 27 phones, out of which 23 are Dual SIM. The handset
maker isn’t alien to cosmopolitanism either. Catering to the touch-screen loving
lot, it plans to launch two such devices in the coming quarter, one based on the
platform Windows and another on Android. What’s best, the products will be
offered in the price range of Rs.6000 – Rs.7000. Another strategy that will help
this company to grow from a mole-hill to a mountain has been efficient supply
chain management. When we realized that established handset vendors were
giving as low as 1-2% margin to their channel partners, we will offer a 5%
commission to those willing to stock up its products. It will prove to be a win-
win situation.

It really has a dream run for the young founders of Desire-Mobiles, but the
question remains – will it become the too soon? Honestly, for now, that question
matters little in an industry where, over the years, the top leaders have been
incessantly losing ground to newbie’s. So, while on one hand, Desire-Mobile has
to hold fort against competitors.
1. Inventory Management:
The Desire-Mobile Networks Inventory solution will offer an end-to end view of
fixed, mobile and converged networks. It will allow us to maximize end-user
quality of experience while achieving cost savings. Deployment and integration
time must be less considerably, due to a new, modern architecture suitable for
complex multi-vendor networks, together with the combined Telco and software
integration expertise of Desire-Mobile Networks.

What is the value for our customer?

Inventory management, as the core of customer-centric service management,
enables a high quality experience through, for example:

• Improved customer care and network quality of service

• Enhanced service portfolio that better reflects end-users life styles

• Reduced service provisioning times.

A better quality of experience for end-users improves the rate of retention and
acquisition of both consumer and business users.

Benefits of our inventory:

• Significantly reduced deployment times compared to systems based on traditional
architectures
• Highest flexibility for new technologies and new equipment due to future proof
technology
• Complete object orientation guarantees fast modeling of highly complex data
structures and easy integration of applications
• Experienced integration experts and Telco specialists available worldwide
• Mature and feature rich solution: tools to manage the network in all dimensions,
from cable to services, subscribers and handsets, with end-to end and multi-
technology views
• High data quality through excellent data synchronization capability

Desire- Mobiles Networks Solution delivery:

Inventory management is most useful when it fully integrates with the existing
operator environment, including the network elements, Proper integration ensures
that inventory can always provide accurate, up-to-date data on-demand and is able
to support and automate the operational processes.
We will provide professional services to support the inventory solution.
These include consultation, systems integration and managed services.
The purpose of systems integration is to integrate standard inventory product
software to the customer’s environment and configure it to match the operator’s
need.

• Project management service

• Architecture and design service
• Development service, covering implementation and integration
• Testing service
Our consultation service adds value, such as building business cases, gathering
requirements, project planning and process optimization etc.

2-INFORMATION SYSTEM:
Integrated IT tools enabling transparency:

Integrated IT platform, Desire- IPM Suite, provides a common control room for all
stakeholders in customer projects. It is a fully integrated platform to manage the
progress of site implementations and support full cooperation among stakeholders.
The IPM Suite allows customers to plug and play operations in project’s start-up
conditions and new project phases, enables integrated management of all the
different project activities, provides a common tool for tracking the activities of
different stakeholders, helps project progress monitoring by providing a joint
virtual “control room” for all performing organization. The integrated IT tools
include different modules like rollout planning, rollout tracking, quality tracking,
and site database and documentations management.

The suite is also linked to the backbone logistics systems

providing necessary basis for supply chain agility. Transparency
to the information for all relevant project stakeholders (e.g.
customer, subcontractors, and partners) is guaranteed through e-
project management portal. Full details on each site activity and
real time update of the project status are visible online. Also
project progress, site quality, and activity tracking are all
available online. Documentation exchange and proper
management of thousands of site folders is likewise possible in
the system.
The tools provide needed transparency to the information for all
parties. It is especially important upstream for planning purposes
when creating agility into operations. However, it is still good to
remind that the tools do not improve the quality of demand
information but only can automate data handling and sharing
efficiency and reduced non-quality costs when building the mobile
network

Electronic Data Interchange (EDI),

Which is the most common standard in manufacturing industries for business-to-

business transactions? I will actively drive the development and adoption of
standardized business processes and interfaces based on its demand-supply
network’s business priorities. These priorities are derived from needs that arise for
either Index or any of the suppliers while using standards for communication and
process integration. By applying standardized business processes and system
interfaces, Desire-Mobile will become able to change proprietary solutions into a
common system supporting communication across multiple platforms, applications
and networks. This guarantees seamless communication and information exchange
between companies or business units cooperating with each other.

In order to improve the communication and information exchange between the

members of Desire-Mobile value network, the company will generate process of
adding new applications, processes and suppliers.

Web access tools,

Which are deployed to facilitate operations and integrate applications between

Desire Mobiles and its customers and suppliers? Interfaces and standardized
processes, which are based on Rosetta Net standards, we have chosen de-facto
standard for automating system-to-system integration In another example, a cell
phone reverse logistics model proved very beneficial for a firm selling such
products under their brand name. This firm had the cell phones manufactured by
LG Industries, Samsung, Motorola and others. Accessories were again
manufactured by a variety of firms. Order taking and initial end consumer billing
was performed by Amazon. Forward logistics, including warehousing, carrier
service programming and order fulfillment were performed by CellStar. Cellular
carriers such as Verizon and Sprint provided the monthly service. Extended
warranty and product protection insurance was provided by lock/line.

3-Sourcing:
Successful network deployment and expansion is about
continuously understanding customer milestones. It typically
requires fast mobilization of a network of people and companies
to perform all the activities, deploying a fast and flexible delivery
chain, managing an increasingly complex network of suppliers,
monitoring effectively and sharing transparently the status of the
operations. Integrating all these in a cost-effective and efficient
system of activities, processes and tools is the way to meet those
milestones. DESIRE-MOBILE IPM is all about this.

IPM is a strategic execution program to implement a truly

customer-focused delivery process in Desire-Mobile Networks.
Target is to provide customers with more speed, efficient and
cost effective deliveries by better orchestrating the end-to-end
supply chain. Idea is to seat the customer itself onto the driving
seat of the whole delivery machine. Customer’s network rollout
needs are cooperatively collected as a part of continuous
planning process and supply capacity is reserved accordingly to
meet project targets. Market responsive supply chain with
regional delivery hubs is designed to tackle project uncertainties
and to provide high-standard service levels to project
implementation teams in all circumstances. Site-based ordering
model enables short lead times and allows win-win asset
management in the supply chain, as Equipment deliveries are
triggered based on mutually agreed milestones in the site
Process. It shows the model how this IPM allows fast, flexible and
efficient supply chain all the way to final implementation sites.
The program started with creating of key business capabilities
through a selected Customer pilots. Based on the first pilots
following four items were formed and agreed as the IPM
capabilities to be deployed for selected customers:

(1) Collaborative demand planning with a customer;

(2) site-based ordering by project progress;
(3) Professional cost management; and
(4) Performance metrics with integrated platform.

“Quality in all we do” is a common ground for all the initiatives

taken under Desire-Mobile IPM umbrella. IPM business capability
that we merely focus now is the “collaborative demand planning
with a customer.” Here, the core idea is to build an agile and
responsive supply chain that is fully driven from the customer
project front line. During the network implementation project
there is one clear interface towards the customer for all
operational issues with easier communication and faster reaction.
The customer’s project rollout plan is primarily used a basis for
Desire-Mobile internal demand plans.

Correspondingly, Desire-Mobile ensures high product availability,

short lead times and reliable deliveries directly to installation
sites. Monetary savings to the whole customer’s project are
mainly expected to materialize through improved asset

Recommended Order Quantity:

Desire-Mobile Recommended Order Quantity Service considers the current stock,

lead time, sales trend, ordering unit and other circumstances collectively and
calculates the recommended order quantity. This will reduce your inventory level
just with simple 'clicks'.

Real Time Inventory Information Sharing:

Desire-Mobiles Real Time Inventory Information Sharing
Service makes inventory information available throughout all stores, warehouses,
and the head office. Individual stores can manage their own inventory with
inventory information (such as each item's status and quantity) sharing. The head
office can also make quick strategic decisions with accurate analytic statistics.

Advanced Logistics System:

Advanced Logistics Information System (will help our business in 3 ways; keep
the inventory reasonable, shorten the warehousing time, and provide accurate
inventory information. You can take full advantage of them regardless of the
category of the goods you carry. ALiS will help us reduce inventory, labor, and
distribution expenses. With ALiS, we can attain competitive advantage in your
business.

4-Place (Distribution System):

Mobile phones in India are considered as to be consumer durable, hence they are
not just sold through exclusive telecom retailers but also through general retailers.
We designed modeled its distribution strategy on lines of FMCG business.
An important reason for the success of mobile phones in India was limited reach of
the landline phones in several parts of the country. By mid 2005 the mobile phone
sales in smaller towns and cities was higher than those of the metropolitans. The
sales in these urban markets were beginning to saturate. The distribution in these
small towns called for nontraditional channels. We will strengthen our distribution
network, and selected distributors from FMCG line or experience holders for
durables or automobiles. In fact, about a fifth of the mobile phone sales in India
were consumer durables or service providers’ shops. We will come up with
Desire-Mobiles Professional Centers (DMPCs), Desire-Mobile Priority Dealers
(DMPDs) and redistribution stockiest all over India. DMPCs will be one stop
shops for the complete range of Desires mobile phones, batteries, chargers,
accessories, covers, hands free kits and car kits amongst others. It will also provide
the after sales services for Desire’s handsets outlets with 60% of their area
dedicated to Desire-mobile. While redistribution stockiest will be for supplying
handsets across India.

Desire-Mobiles will also come up with Desire Care Centers (DCCs) for providing
solutions to mobile related problems. These will be spread all over the state and
providing phone repairing software up-gradation services. We will also display
complete range mobile phones, data products and complete mobile phones
accessories.