Supply Chain Management (3rd Edition)

Chapter 2 Supply Chain Performance: Achieving Strategic Fit and Scope

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Outline
x Competitive and supply chain strategies x Achieving strategic fit x Expanding strategic scope

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What is Supply Chain Management?

x Managing supply chain flows and assets, to maximize supply chain surplus x What is supply chain surplus?

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Competitive and Supply Chain Strategies

x Competitive strategy: defines the set of customer needs a firm seeks to satisfy through its products and services x Product development strategy: specifies the portfolio of new products that the company will try to develop x Marketing and sales strategy: specifies how the market will be segmented and product positioned, priced, and promoted x 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
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The Value Chain: Linking Supply Chain and Business Strategy

Finance, Accounting, Information Technology, Human Resources New Product Development Marketing and Operations Sales

Distribution

Service

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Achieving Strategic Fit

x Introduction x How is strategic fit achieved? x Other issues affecting strategic fit

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Achieving Strategic Fit

x Strategic fit:
Consistency between customer priorities of competitive strategy and supply chain capabilities specified by the supply chain strategy Competitive and supply chain strategies have the same goals

x 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 x Example of strategic fit -- Dell

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How is Strategic Fit Achieved?

x Step 1: Understanding the customer and supply chain uncertainty x Step 2: Understanding the supply chain x Step 3: Achieving strategic fit

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Step 1: Understanding the Customer and Supply Chain Uncertainty

x Identify the needs of the customer segment being served x Quantity of product needed in each lot x Response time customers will tolerate x Variety of products needed x Service level required x Price of the product x Desired rate of innovation in the product

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Step 1: Understanding the Customer and Supply Chain Uncertainty

x Overall attribute of customer demand x Demand uncertainty: uncertainty of customer demand for a product x Implied demand uncertainty: resulting uncertainty for the supply chain given the portion of the demand the supply chain must handle and attributes the customer desires

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Step 1: Understanding the Customer and Supply Chain Uncertainty

x Implied demand uncertainty also related to customer needs and product attributes x Table 2.1 x Figure 2.2 x Table 2.2 x First step to strategic fit is to understand customers by mapping their demand on the implied uncertainty spectrum

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Achieving Strategic Fit

x Understanding the Customer
Lot size Response time Service level Product variety Price Innovation

Implied Demand Uncertainty

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Impact of Customer Needs on Implied Demand Uncertainty (Table 2.1)

Customer Need Range of quantity increases Lead time decreases Causes implied demand uncertainty to increase because Wider range of quantity implies greater variance in demand Less time to react to orders

Variety of products required increases Demand per product becomes more disaggregated Number of channels increases Rate of innovation increases Required service level increases 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
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Levels of Implied Demand Uncertainty

Predictable supply and demand Predictable supply and uncertain demand or uncertain supply and predictable demand or somewhat uncertain supply and demand Highly uncertain supply and demand

Salt at a supermarket

An existing automobile model

A new communication device

Figure 2.2: The Implied Uncertainty (Demand and Supply) Spectrum

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Correlation Between Implied Demand Uncertainty and Other Attributes (Table 2.2)
Attribute Product margin Avg. forecast error Avg. stockout rate Avg. forced seasonend markdown Low Implied Uncertainty Low 10% 1%-2% 0% High Implied Uncertainty High 40%-100% 10%-40% 10%-25%

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Step 2: Understanding the Supply Chain

x How does the firm best meet demand? x Dimension describing the supply chain is supply chain responsiveness x Supply chain responsiveness -- ability to
respond to wide ranges of quantities demanded meet short lead times handle a large variety of products build highly innovative products meet a very high service level

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Step 2: Understanding the Supply Chain

x There is a cost to achieving responsiveness x Supply chain efficiency: cost of making and delivering the product to the customer x Increasing responsiveness results in higher costs that lower efficiency x Figure 2.3: cost-responsiveness efficient frontier x Figure 2.4: supply chain responsiveness spectrum x Second step to achieving strategic fit is to map the supply chain on the responsiveness spectrum
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Understanding the Supply Chain: CostResponsiveness Efficient Frontier

Responsiveness
High

Low High
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Cost
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Step 3: Achieving Strategic Fit

x Step is to ensure that what the supply chain does well is consistent with target customers needs x Fig. 2.5: Uncertainty/Responsiveness map x Fig. 2.6: Zone of strategic fit x Examples: Dell, Barilla

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Responsiveness Spectrum (Figure 2.4)

Highly efficient

Somewhat efficient Hanes apparel

Somewhat responsive Most automotive production

Highly responsive Dell

Integrated steel mill

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Achieving Strategic Fit Shown on the Uncertainty/Responsiveness Map (Fig. 2.5)

Responsive supply chain

Responsiveness spectrum

f e o Fit n Zo egic t tra S

Efficient supply chain Certain demand

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Implied uncertainty spectrum

Uncertain demand
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Step 3: Achieving Strategic Fit

x All functions in the value chain must support the competitive strategy to achieve strategic fit Fig. 2.7 x Two extremes: Efficient supply chains (Barilla) and responsive supply chains (Dell) Table 2.3 x Two key points
there is no right supply chain strategy independent of competitive strategy there is a right supply chain strategy for a given competitive strategy

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Comparison of Efficient and Responsive Supply Chains (Table 2.4)

Efficient Primary goal Product design strategy Pricing strategy Mfg strategy Inventory strategy Lead time strategy Supplier selection strategy Transportation strategy Lowest cost Min product cost Lower margins High utilization Minimize inventory Responsive Quick response Modularity to allow postponement Higher margins Capacity flexibility Buffer inventory

Reduce but not at expense of Aggressively reduce even if greater cost costs are significant Cost and low quality Greater reliance on low cost modes Speed, flexibility, quality Greater reliance on responsive (fast) modes
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Other Issues Affecting Strategic Fit

x Multiple products and customer segments x Product life cycle x Competitive changes over time

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Multiple Products and Customer Segments

x Firms sell different products to different customer segments (with different implied demand uncertainty) x The supply chain has to be able to balance efficiency and responsiveness given its portfolio of products and customer segments x Two approaches: Different supply chains Tailor supply chain to best meet the needs of each products demand
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Product Life Cycle

x The demand characteristics of a product and the needs of a customer segment change as a product goes through its life cycle x Supply chain strategy must evolve throughout the life cycle x Early: uncertain demand, high margins (time is important), product availability is most important, cost is secondary x Late: predictable demand, lower margins, price is important
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Product Life Cycle

x Examples: pharmaceutical firms, Intel x As the product goes through the life cycle, the supply chain changes from one emphasizing responsiveness to one emphasizing efficiency

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Competitive Changes Over Time

x Competitive pressures can change over time x More competitors may result in an increased emphasis on variety at a reasonable price x The Internet makes it easier to offer a wide variety of products x The supply chain must change to meet these changing competitive conditions

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Expanding Strategic Scope

x Scope of strategic fit
The functions and stages within a supply chain that devise an integrated strategy with a shared objective One extreme: each function at each stage develops its own strategy Other extreme: all functions in all stages devise a strategy jointly

x Five categories:
Intracompany intraoperation scope Intracompany intrafunctional scope Intracompany interfunctional scope Intercompany interfunctional scope Flexible interfunctional scope

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Different Scopes of Strategic Fit Across a Supply Chain

Suppliers Competitive Strategy Product Development Strategy Supply Chain Strategy Marketing Strategy
Intercompany Interfunctional Intracompany Intrafunctional at Distributor Intracompany Intraoperation at Distributor

Manufacturer

Distributor

Retailer

Customer

Intracompany Interfunctional at Distributor

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Summary of Learning Objectives

x Why is achieving strategic fit critical to a companys overall success? x How does a company achieve strategic fit between its supply chain strategy and its competitive strategy? x What is the importance of expanding the scope of strategic fit across the supply chain?

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