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Limited Brands Inc.

Consolidation in Supply Chain Management


Avaya Agasti 011 Gyanendra Mishra 026 Himanshu Sekhar Nayak 027 Jaydev Chand 029 Suresh Daniel -056 Auronil DuttaDutta-U207008
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Limited Brands Inc Brief History


1963 The Limited opens its first store in Kingsdale Mall in Columbus, Ohio 1982 Victoria's Secret store and catalogue are purchased for $1 million. 1985 One Henri Bendel store is acquired for $10M 2002 Recombination of Intimate Brands and The Limited, Inc. The Limited, Inc. changes name to Limited Brands to further emphasize the Companys commitment to building a family of the worlds best fashion brands
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Limited Brands Inc Brief History

Declared as

Worlds most admired company


In specialty retail category
Fortune Magazine

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Behind the Scene..


Serious Problem with Supply Chain No control over Logistics Recovered from a significant logistics catastrophe A Traffic jam of 400 Trailers' at the parking lot of a distribution center designed for only 150 trailers Resulted in Blockage of main highway, at the beginning of sales period

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Whats Wrong ?
Planning System crashed Assumptions are made Different segments failed to communicate properly False interpretation or lack of data because no one had any knowledge of the origin and destination of inventory. Experienced Bull Whip Effect Information between different segments of their supply chain was distorted.
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Who was responsible?


Growth by acquisition rather than organic growth by Limited Brand was rapid Flaws in IT Infrastructure Assumptions are made Different segments failed to communicate properly False interpretation or lack of data because no one had any knowledge of the origin and destination of inventory.

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Flaws in IT Infrastructure
Sixty major systems Over hundred applications were running A variety of platforms from Microsystems, Tandem were used. Redundancies were common Extremely difficult to make supply chain information flow. Lack of flexibility
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IBM,

HP,

Sun

What they did.


The Limited Brands Designed their supply chain : To begin and end with customers Limited Brand tried to integrate the supply chain logistic operations and eliminate the jumble of legacy system Transparent Enterprise wide view of the supply chain Limited Brand hired TIBCO Software to deal with technical and business obstacles

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Reorientation
Bolstering the Brand Executive credibility by launching cross functional projects which facilitated Cost Reduction Time Saving Quick decision making

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TIBCO Software
Eliminated distorted and outdated information Used real time communication between Limited Brands and all its suppliers and supplied a secured environment for transmitting documents. Limited was able to unite all its brands under one central communication network called Limited Technology Services.

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TIBCO Software
The new technology enhanced the shipment tracking and order visibility capabilities using a booking information module (BIM). Adaption of a Web-based demand and SCM tool. Eliminated scheduling issues and processing delays. Brings supply chain managers closer to the boardroom. Limited Brands was able to unite all its brands operations under a central entity called Limited Technology Services headed by CIO Jon Ricker.
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What Next.

To develop and implement an ERP system framework to improve collaborative logistics management for inbound and outbound chains.

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Thank You
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