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prasannakjha@gmail.com
pk.jha@tatasteel.com
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Agenda:
Organisation Profile
Supply Chain and Logistics Evolution
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Netherlands
1 Production facility
33 distribution centres
3 distribution centres
USA
Distribution
centres
EU (Excluding UK & Netherlands)
13 distribution centres
Thailand
3 Production facilities
Major Production
facilities
3 distribution centres
India
Capacity: 9.7 mtpa
Singapore
1 Production facility
Turnover US $ 8 Billion
4 distribution centres
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Focused segment
Auto,
Construction
industries
General
Engineering,
Appliances
Industry
Products
Hot Rolled
(HR) Strips
Cold Rolled
(CR) Sheets
Galvanized
CR Sheets
Flat Products
Application
Housing
Applications
Large construction
projects
Individual houses
Fastners
Tyre bead wire
Selling by pieces
Construction
electrodes
Springs
Wire Rods
Long Products
Key Customers
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PLAN
T
Stock
DISTRIBUTOR
DEALER
70
Distributors
spread
across the
country
7500
Dealers
across
the
country
CONSUMER
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Agenda:
Organisation Profile
Supply Chain and Logistics Evolution
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Dealer Customers
3200 km
Tata Steel
Poor
Infrastructure
Other Steel
Plants
Needs
Exclusive
Availability
Availability
ROIC
ROIC
Non-exclusive
Availability
1000 2900
KM km
Due to poor infrastructure in India and internal constraints, no steel manufacturers were
offering availability to customers.
INDIA
Customers had no choice but to keep high inventory to protect their interest, even then stockout was common
A Decisive Competitive Edge (DCE) can be created with very high availability with very
low inventory, which no other significant competitor can give
Theory Of Constraints Practitioners Alliance TOCPA
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Situation in 2006
Inventory
(Total 75 Days)
Stock out %
Tata Steel
Distributor
Retailer
15
25
40
30-40%
40-50%
Pilferage
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Conflict
Capacity
Utilization
2
Operation
al
Flexibility
Longer campaigns
Production
against
Forecast
Sales
Distributor Forecast
Offices /
Mills
Stockyards
Dispatch against
Forecast
Monthly Supply
Against Forecast
Against Order
Distributor
Daily sales
The solution
1. Align measurement systems from customers point of view to
support the above action
2. Supply against actual daily consumption by the customers A
replenishment model
Theory Of Constraints Practitioners Alliance TOCPA
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10 12
16
20 25
153 68 8 147 19
256 48 15 196 26
535 0 344 227 35
103 19 2 69 23
20
22
55
29
DIST Name
DESON MKTG JHARGRAM
NANDAN SAHA STEEL CHANDPARA
BMW VENTURE LTD PATNA
SILIGURI BUILDERS PVT LTD SILIGURI
GRADE 6
FE500D
FE500D
FE500D
500SD
40
40
55
43
Calculation:
stockout day opportunities = 28
stockout days = 1
% stockout = ((28-1)/28)*100 = 96.5%
tockout = ((28-1)/28)*100 = 96.5%
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Countermeasures
Define buffer stocks based on aggregation principles
Education and training for the sales force, Distributors
Changing roles of
distributors from chasers to
value creators
Mills
PWH
Distributors
Dealer
s
Effects
RWH
Customers
Pull based
supply chain
Pre- TOC
Post- TOC
By FY-09:
Remaining problems
Availability:
63% to 80%
System Inventory:
80 to 45 days
Days of a month
Theory Of Constraints Practitioners Alliance TOCPA
Availability at
distributor still much
below target of 95%
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Problem
areas 1
Low Distributor
availability
Low RWH
availability
Transportation
batch
Low PWH
availability
High
RRT
Fixed Production
batch
Consumption
variability exists
Action
Plan
SKUs
10mm
72%
43%
14%
-25%
-48%
-35%
12mm
22%
35%
38%
50%
55%
54%
16mm
21%
25%
29%
41%
60%
82%
Section change
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Problem
areas 2
Action
Plan
Before
Redesigning of supply
network
Leadtime to spoke
: 4 days
Lead time: 9
days
Increased cost:
Lead time: 11-12
days
Challenge
Planned
to
cover
through low inventory
and enhanced sales
Problem
areas 3
Consumption variability
Action
Plan
After
Demand
management
through
protective
capacity and
market
buffer concept
Demand
management
through pricing:
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Mills
PWH
RWH
Distributor
s
Dealer
s
Effects
By FY-11:
Availability:
80% to 98%
Customers
Focused actions
resulted into
coverage of the
entire supply chain
under pull based
replenishment
process
Remaining problems:
Availability at dealers
during FY11 was still
at 94%
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Problems/Abnormality
Present Problem:- Large number of Days of stockouts &
Moderately High Month-to-Month Variation in Dealer Availability
(Coefficient of Variation (CV%) is 4.5% (Apr-Oct Fy12)).
Challenges Associated
Large All India Dealer Network of around 3,500 Dealers with a wide Geographic Reach in all Districts.
Buffer Management as per changing consumption trends
Variation and Uncertainties in Transportation leading to high RRT variation (Reliable Replenishment Time).
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Dealer Stock-Outs
Total No. of
High Stock-Out Days distributorwise for dealers: IT enabled flow disruptor analysis
Distributor
Stock-Out Reason
Counter-measures
Buffer level for New Dealers to be defined as
0.001 for the initial trial period till sales stabilization
Prioritization rules set for Dealers based on
Categorization
IT-enabled Visualization & Monitoring started for
different categories of Dealers.
Flow Disruptor analysis to identify reasons for
Stock-outs on a day to day basis
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TO
Key Enablers
Education and training for the sales force, Distributors and Retailers
Distributor & Retailer has to provide consumption data daily for Tata Steel to
replenish accordingly. This was not possible without IT enablement of data
flowing all across the country.
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Countermeasures
100%
100%
75%
50%
25%
0%
100%
80%
30%
FY05
30%
80%
FY06
FY07
Target
95%
FY08
Actual
95%
FY09
% Daily Compliance
100%
75%
75%
50%
25%
0%
50%
65%
0%
50%
FY07
FY08
Target
FY09
Actual
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Effects
Number of dealers and stock out
95%
100%
98%
90%G
90%
80%
80%
80%
70%
780
750
60%
666
547
50%
FY'08
FY'09
FY'10
FY'11
Availability
Plan Availability
97% 1200
1100
1112 1000
900
800
700
600
500
FY'12
Ratail sales
LP - % Availabili ty (DDP)
ROIC at Distributors
35%
Percentage
26%
28%
26%
28% 29%
25%
24%
18%
24%
26%
15%
10%
Fy05
Fy06
Fy07
Plan
Fy08
32%
30%
20%
48870
40000
Good
40987
30000
25457
20000
10000
0
Actual
3000
7794
12081
5663 2125
1322
Plan
Theory Of Constraints Practitioners Alliance TOCPA
Actual
6774
5034
7361
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Thank you
Will be happy to take any
question
Theory Of Constraints Practitioners Alliance TOCPA