Documente Academic
Documente Profesional
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Kellogg
Operations
Logistics and Supply Chain Management
This note was written by Fernando del Cid, Roger Gordon, Brian Kearns, Paul Lennick, and Andreas Sattleberger under the su er!ision o" Sunil Cho ra, Pro"essor o" # erations $anage%ent, &' L' Kellogg Graduate School o" $anage%ent, (orthwestern )ni!ersity' Copyright 7uly 8% 9::: y Kellogg Graduate School of Management$ )o order copies% call "8;<# ;=,.>?:>$ No part of this pu lication may e reproduced without the permission of the Kellogg Graduate School of Management$
1t this point% the pilot program often runs into process and conceptual concerns that are typical of organi+ations moving to true full.scale VMI$ )hese include@ )he elief that the dist!ret can manage its inventory etter than their vendors due to the customi+ed nature of their systems and the responsiveness of their replenishment team% and their dedication to minimi+ing inventory while maintaining appropriate stoc(ing levels in support of high customer cycle service rates$ )he limitations of e'isting computer system$
)he overall goal must e to support total value chain cost minimi+ation y pushing decision ma(ing on replenishment activities furthest up the supply chain$ )his approach supports cost savings ecause the value of pooling orders and producing to accurate demand patterns with timely information "i$e$% varia ility minimi+ation# yields lower inventory investment if e'ecuted effectively$ )he comple'ity% however% is in allocating the savings gained to each participating supply chain sta(eholder effectively and fairly$ 1s a enchmar( to measure progress of the pilot program% the company can initiate improvement goals for vendors involved in the pilot program$ /owever it is important that VMI e implemented in its truest sense% else it will e difficult to assign a cause to any failures$ 3ilot programs tend to reveal several challenges for implementing the concept@ redefining the relationship with the vendor% handing over previously considered proprietary information% new processes and *o tas(s% setting up new metrics for measuring the vendor6s performance% and esta lishing electronic connections are some of the (ey issues$ )hese and other issues will need to e resolved collectively y supply chain partners and can ta(e considera le time ut% nevertheless% move the organi+ation in the right strategic direction$
less overstoc(ing# and greater inventory turnover$ Its primary enefit% however% is improved customer service due to fewer stoc(outs and more optimal product mi'es$ Mfg!vends also stand to enefit from VMI% as it allows them to schedule production and transportation more efficiently "including ordering raw materials#% to o serve end.user consumption and general mar(et trends more closely% and to develop closer ties with their customers$ In summary% the enefits are as follows@ Typical Benefits to Mfg/Vend Lower inventory investment "raw and finished# Cetter scheduling and planning Cetter mar(et information Closer customer ties and preferred status Typical Benefits to Dist/Ret 5ewer stoc(.outs with higher turnover Cetter mar(et information More optimal product mi'es Less inventory in channel "transfer costs# Lower administrative replenishment costs
1s previously mentioned% it is clear that a num er of critical components must come together to form a successful VMI program$ If these components are present the results can e dramatic@ 1t K.mart% customer service measures have gone form the high 8:s to the high =:s$ Inventory turns on seasonal items have gone from > to etween ,: and ,,% and for the non.seasonal items form ,9. ,D to ,<.9:$ 1C0 /ardware% the large hardware cooperative% has seen fill rates rise ;E to =?E in the past few years$ 5red Meyer% the ,>,.unit chain of supercenters in the 3acific Northwest% reduced inventories >:E to ;:E% while sales rose and service levels increased to =8E$ )his was due to a VMI program implemented with two (ey food vendors$ Grand Union% a New 7ersey. ased grocery retailer with more than ,:: stores and three 2Cs% improved inventory turns y close to 8:E and achieved ==E service levels$ )his significantly improved sales y eliminating out.of.stoc( conditions and dramatically reduced warehousing costs$ 4shawa 5oods% a F? illion Canadian food distri utor and retailer% had tremendous success with 3ills ury% Gua(er and /$7$ /ein+ with turns improving from > to = times% while achieving customer service levels of ==E$ )his% however% came after some initial ad*ustments in the program ecause of the hasty nature of initial implementation$ 3anduit% one of the largest manufactures of components for the electrical industry with ?:K s(us was a le to leverage its mar(et position to develop a new computer system to reduce replenishment costs which were s&uee+ing profita ility out of the entire supply chain$ Cecause its distri ution networ( didn6t see cost savings in the incorporation of VMI% 3anduit developed a new turn(ey VMI!02I system called Gualified Supplier 3rogram "GS3# created y an e'ternal vendor 1dvantis specifically in support of a tailored approach for its industry$ 1s a result% 3anduit claims that their distri utors are providing etter service to their customers% out of stoc( conditions have een reduced to a minimum% and its customers are tightly lin(ed as long.term sta(eholders in its usiness ensuring long.term supply chain sta ility$
)he reasons these highlighted organi+ations have een a le to achieve dramatic improvements are widely varied% ut center around a strategic approach to viewing the entire supply chain$ Specifically% these include@
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5ocus your 0fforts )rust and 3artnership etween Supply Chain Sta(eholders /ighly 0ffective Computer Systems Competent Mfg!vends and the 1 ility to 5orecast Ailling Sta(eholder 3artners and 3atience
dedicated to it$ )he cost of a -Spo(e- for a smaller company communicating electronically with only a few firms is F9:%::: a year and re&uired ,$D; employees$ )he enefit is o vious% nevertheless% the systems limitations must e overcome to support long.term strategic approaches especially considering Grainger6s start.up approach$
and competencies of their supply chain partners$ 5or some% success was negligi le% for others it was significant and led to other paradigm shifting improvements$
products would also enefit was also e'pressed% and none of the reported failures revolved around the type of product included in the programs$ )his may indicate an appropriate starting point to chose mfg!vends that have capa ilities ut also that produce such products$ 1dditionally% the answer depends on a num er of varia les that need to including@ e considered%
Ahat percent of their total volume do the VMI vendors sell through the dist!retB Ahat capa ilities do the vendors have in the area of forecasting or retail inventory managementB /ow fle'i le will the system e in the event of re&uired changes and modiicationsB Aill there e minimum volume or e'clusivity re&uirementsB Ahat product items are eing consideredB
1nother% more fundamental% pro lem with ma(ing vendors responsi le for retailers6 inventories is the fact that mfg!vends traditionally want to push product "i$e$% ma'imi+e inventory#% while retailers want to minimi+e inventory "i$e$% optimi+e sales#$ 4vercoming this dichotomy re&uires trust that oth parties are see(ing long term profita ility$ )he dist!ret should also assure itself that the interests of the mfg!vend salespeople are aligned with its own$ 0lements that need to e considered include@ /ow will the mfg!vends6 salespeople e compensatedB /ow will special pricing and promotions e handledB /ow will the enefits of VMI e splitB Ahat dist!ret sales and volume data should e (ept confidentialB Ahat are the mfg!vends6 other channelsB
1s distri ution systems ecome more sophisticated% the mechanical aspects of providing outstanding service..whether its ne't day delivery or access to a road networ( of manufacturers..will ecome more accessi le to all firms$ Service% therefore% from a distri ution aspect% may not translate into a sustaina le competitive advantage% however (nowing which products% in what &uantities% and where to store them% may e$
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1ccording to another survey released y the International Mass Ketail 1ssociation "IMK1#% VMI programs will grow su stantially in the near future$ D 4ver ?:E of hard goods and almost ;:E of soft goods are now under replenishment programs managed y retailers$ )he survey pro*ects very little growth eyond these levels$ 4n the other hand% respondents mentioned that VMI programs are intended to grow within their organi+ations from insignificant levels today to ,:E of volume in the ne't three years for hard goods and a out <E for soft goods$
CK
VMI
Figure CS is similar to VMI% ut differs in one asic area$ In VMI% the retailer still owns the inventory and the manufacturer simply manages it$ CS can e considered the ne't step "after VMI#% where the manufacturer owns the inventory and the retailer charges a percentage for providing shelf space and customers$ CS has not een tried at full scale at the moment$ )he mass merchants "e$g$ AalMart# could e the first to convert from a VMI system with 3NG to CS$ )his might change the roles of the manufacturer and the retailer$ )he ne't step in the conceptual evolution could then e direct selling$ Under direct selling% the manufacturer would ta(e charge of the total vertical chain$ )hey would not only have the 34S information% ut would also have control over the channel flows$ ? )his implies that in the long run mfg!vends could ecome more powerful than any of the other supply chain participants$ )his emphasi+es why a strategic alliance is crucial for the success of any trust ased relationships such as VMI$ Sharing information and distri uting the margins e&uita ly ased on the distri ution flows performed y each mem er may e a good theoretical approach$ Keality shows a different trend$ 1s manufacturers perform more roles in the supply chain it is predicted that they will egin to see( out additional margins to cover these new costs$ 1s a result% they may chose to ypass e'isting channel arrangements in an effort to capture a larger piece of the pie$ 1n e'treme scenario eliminates the product flow through distri utors and retailers% where manufacturers would sell their products directly to a new partner@ the end users through the Internet$ In essence% the Internet would serve as the live
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)o order a copy of this report contact IMK1 ,<:: North Moore St$ Suite 99D:% 1rlington% V1 999:= "<:># 8;,.9>::$ 1ccording to Louis A$ Stern..Mar(eting Channels@ 1 flow in a distri ution channel is a set of functions "product ownership% financing% ordering% payment# performed y the different channel mem ers$ In the distri ution of any product% the more one mem er is involved in the channel flows the lower the margin to the other mem ers in the same supply chain$
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communications tool "02I lets say# with millions of channel partners$ )his approach is used in Singapore for individuals purchasing cars from /onda$ 0ssentially% the -auto.dealer- has een pushed out of the picture$ Limitations% of course% will impact which products this model would apply to% ut it nevertheless indicates a direction that technology will allow aggressive manufactures to move$ )he previous arguments ac(s up why VMI should not e solely e viewed as a cost reduction method for one of the players in the supply chain$ It should% rather% e viewed as a tool to successfully manage the whole supply chain% reduce costs% provide greater value to the consumer% and spread savings to all participants$ Cy forming alliances with partners early% long term via ility is greatly enhanced under e'trapolations of future uses of technology including the Internet$ Most li(ely% VMI will not dominate all logistics thought and practice$ Kather% the concept of -tailored logistics strategy- which incorporates only the tenets of VMI!02I that apply to an organi+ations uni&ue needs will e salient$ It is with a tailored approach that organi+ations will increase the pro a ility of success with VMI programs and related improvement techni&ues$ Under a tailored approach% however% organi+ations must e willing to em race change and ecome adept at proactively initiating improvement instead of reacting to mar(et conditions$ /istorically% it is the mar(et leaders and innovators that have prevailed over the ups and downs of mar(et conditions$ )hose that were followers have largely fallen y the wayside$
Bi"#iogr$%h&
,$ 9$ >$ ;$ D$ ?$ <$ 8$ =$ ,:$ ,,$ ,9$ ,>$ -3ushing the Limits of VMI$- Stores% pp$@ ;9.;;% March ,==D$ -State of a New 1rt$- Manufacturing Systems "Master the Supply.Change Challenge Supplement#% pp$@ 9.,:% 1ugust ,==D$ -0volution in 02I$- I id% pp$ 99.98$ -VMI Confa 0'amines Value.1dded Services$- 2iscount Store News% pp$ >;% May ,% ,==D$ -5low.through 2C Lields Savings for 5red Meyer$- Chain Store 0'ecutive% pp$ ?;.??% 4cto er ,==D$ -Implementing Vendor Managed Inventory..1 Case Study$- Chain Store 0'ecutive% pp$ =;% Novem er ,==D$ -Spartan 3ulls the 3lug on VMI$- 3rogressive Grocer% pp$ ?;.?D% Novem er ,==D$ -Manage Inventory% 4wn Information$- )ransportation and 2istri ution% pp$ D;.8% May ,==?$ /ow 3anduit 2id It$- 1merican 2emographics% pp$ ;.% March!1pril ,==?$ 2emand Management and Ceyond$- Manufacturing Systems% pp$ 9.,;% 7une ,==?$ )here 1re No Magic Cullets$- 5ro+en 5ood 1ge% pp$ ,% 9;% 1ugust ,==?$ It6s 1ll 1 out Lead )ime$- 1pparel Industry Maga+ine% pp$ ,=.9:% 1ugust ,==?$ -Glo al Crief on Vendor Managed Inventory-% K3MG% http@!!www$(pmg$ca!logistics% 1ugust ,==?