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Operations Management
by
R. Dan Reid & Nada R. Sanders
3rd Edition © Wiley 2010
© 2010 Wiley 1
Supply Chains & SCM
A supply chain is the network of all the activities
involved in delivering a finished product/service to
the customer
Sourcing of raw materials, assembly, warehousing,
© 2010 Wiley 2
A Supply Chain can provide strategic advantage
Why Nokia Is Leaving Moto in the Dust
http://www.businessweek.com/globalbiz/content/jul2007/gb20070719_088898.htm?chan=search
© 2010 Wiley 4
A Supply Chain can be a matter of life & death
http://www.breitbart.com/article.php?id=D8UAB1DO2&show_article=1
© 2010 Wiley 7
Manufacturers/Assemblers
Key Material Decisions
Location
Capacity
Sourcing of components necessary resources:
labor, fuel, equipment
Lot sizes; that is, how much to make in a
production run
Inventory (in all forms)
Key Information & Related Decisions
Supplier shipments
Customer orders
Costs, market prices
© 2010 Wiley 8
Warehouse/Distribution Centers
Key Material Decisions
Location
Capacity
© 2010 Wiley 9
Retailers
Key Material Decisions
Location
© 2010 Wiley 10
Links
Logistical or Physical
Routes
Modes
Capacities
Cyber
Rates
Tracking of shipments
Orders
Contracts
Regulations
© 2010 Wiley 11
Components of a Supply Chain
External Suppliers– source of raw material
Tier one supplier supplies directly to the processor
Tier two supplier supplies directly to tier one
Tier three supplier supplies directly to tier two
Internal Functions include – processing
functions
Processing, purchasing, planning, quality, shipping
External Distributors transport finished
products to appropriate locations
Logistics managers are responsible for traffic
management and distribution management
© 2010 Wiley 12
Components of a Supply Chain
External Distributors transport finished
products to appropriate locations
Logistics managers are responsible for
managing the movement of products
between locations. Includes;
traffic management – arranging the method of
shipment for both incoming and outgoing
products or material
distribution management – movement of
material from manufacturer to the customer
© 2010 Wiley 13
fig_04_02
© 2010 Wiley 14
Sourcing Issues
Which products to produce in-house and which are
provided by other supply chain members
Vertical integration – a measure of how much of the
supply chain is owned by the manufacturer
Backward integration – owning or controlling of sources of
raw material and component parts
Forward integration – owning or control the channels of
distribution
Vertical integration related to levels of insourcing or
outsourcing products or services
© 2010 Wiley 15
Insourcing vs. Outsourcing
What questions need to be asked
before sourcing decisions are
made?
Is product/service technology critical to
firm’s success?
Is product/service a core competency?
Is it something your company must do to
survive?
© 2010 Wiley 16
Make or Buy Analysis
Analysis will look at the expected sales levels
and cost of internal operations vs. cost of
purchasing the product or service
Total Cost of Outsourcing :
TC Buy FC Buy VCBuy Q
Total Cost of Insourcing :
TC Make FCMake VCMake Q
Indifferen ce Point :
FCBuy VCBuy Q FCMake VCMake Q
© 2010 Wiley 17
Example 1: Make-or-Buy analysis- Mary and Sue, have decided to open a bagel
shop. Their first decision is whether they should make the bagels on-site or by
the bagels from a local bakery. If they buy from the local bakery they will
need airtight containers at a fixed cost of $1000 annually. They can buy
the bagels for $0.40 each. If they make the bagels in-house they will need
a small kitchen at a fixed cost of $15,000 annually. It will cost them $0.15
per bagel to make. The believe they will sell 60,000 bagels.
© 2010 Wiley 18
© 2010 Wiley 19
table_04_02
Critical Factors in Successful
Partnership Relations
Critical factors in successful partnering
include;
Impact – attaining levels of productivity and
competitiveness that are not possible through
normal supplier relationships
Intimacy – working relationship between two
partners
Vision – the mission or objectives of the
partnership
© 2010 Wiley 20
Critical Factors in Successful
Partnership Relations
Have a long-term orientation Share a common vision
Are strategic in nature Share short/long term plans
Share information Driven by end-customer needs
Share risks and opportunities
Benefits of Partnering
Early supplier involvement (ESI) in the design process
Using supplier expertise to develop and share cost
improvements and eliminate costly processes
Shorten time to market
© 2010 Wiley 21
table_04_03
© 2010 Wiley 22
Suppliers & Partnerships
http://www.businessweek.com/magazine/content/01_23/b3735036.htm?c
han=search
The key to Stallkamp's first revolution was the emphasis on cooperation
among carmakers and their suppliers. Rather than dictate lower parts
prices to suppliers, he offered incentives. If suppliers found a way to save
a dollar, Stallkamp let them keep 50 cents. And instead of playing
competitors off against one another, he pledged loyalty to Chrysler's
incumbent suppliers, as long as they could meet contract terms.
The idea is to create alliances of suppliers who have agreed to centralize
the control of their supply-chain operations. Suppose that a dozen
companies are involved in the manufacturing and assembly of a car seat.
Today, the small fry make and deliver parts to a larger integrator, who
assembles the seat and delivers it to a General Motors Corp. (GM ) or a
Ford Motor Co. (F ) The staff at each of these companies watches over the
flow of goods, manages delivery dates, and tends to their clients.
© 2010 Wiley 23
Suppliers & Partnerships
http://www.businessweek.com/magazine/content/01_23/b3735036.htm?c
han=search
Q: Why do we need to change the way we deal with the supply chain?
A: [Stallkamp] In a nutshell, I still believe that supply chains need to be
actively managed by someone. When I was at [Chrysler], we had a
concerted policy to help our suppliers and cooperatively manage the
supply chain. Now, the OEMs [original equipment manufacturers--i.e., the
auto makers] seem to be moving away from active management to more
passive management. When that happens, I believe it's up to the supply
base itself to try to find another alternative
© 2010 Wiley 24
© 2010 Wiley 25
table_04_01
SCM Factors
SCM must consider the following trends,
improved capabilities, & realities:
Consumer Expectations and Competition –
power has shifted to the consumer
Globalization – capitalize on emerging markets
Government Regulations and E-Commerce –
issues of Internet government regulations
Environment Implications of E-Commerce –
recycling, sustainable eco-efficiency, and waste
minimization
© 2010 Wiley 26
Global SCM Factors
Managing extensive global supply chains
introduces many complications
Geographically dispersed members - increase
replenishment transit times and inventory investment
Forecasting accuracy complicated by longer lead
times and different operating practices
Exchange rates fluctuate, inflation can be high
Infrastructure issues like transportation,
communication, lack of skilled labor, & scarce local
material supplies
Product proliferation created by the need to
customize products for each market
© 2010 Wiley 27
The Role of Purchasing
Purchasing role has attained increased
importance since material costs
represent 50-60% of cost of goods sold
Ethics considerations is a constant concern
Developing supplier relationships is essential
Determining how many suppliers to use
Developing partnerships
© 2010 Wiley 28
The Traditional Purchasing
Process
© 2010 Wiley 29
The E-purchasing Process
© 2010 Wiley 30
The Bullwhip Effect
Bullwhip effect - the inaccurate or distorted demand
information created in the supply chain
Causes are generated by:
demand forecasting updating,
order batching,
price fluctuations,
rationing and
gaming
© 2010 Wiley 31
Bullwhip Effect (from Chase, Jacobs, & Aquilano)
The
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© 2007 Wiley
McGraw-Hill 32
The Bullwhip Effect
Counteracting the Effect:
Change the way suppliers forecast product
demand by making this information
available at all levels of the supply chain
Share real demand information (POS
terminals)
Eliminate order batching
Stabilize pricing
Eliminate gaming
© 2010 Wiley 33
Issues Affecting Supply Chain
Management
Information technology – enablers
include the Internet, Web, EDI,
intranets and extranets, bar code
scanners, and point-of-sales demand
information
E-commerce and e-business – uses
internet and web to transact business
© 2010 Wiley 34
Supply Chain Logistics & Distribution
Warehouses involved in supply chain
distributions and include
Plant warehouses
Regional warehouses
Local warehouses
Warehouses can either be
General – used for long-term storage
Distribution – used for short-term storage,
consolidation, and product mixing
© 2010 Wiley 35
Supply Chain Logistics & Distribution
Transportation consolidation –
warehouses consolidate less-than-
truckload (LTL) quantities into truckload
(TL) quantities
Product mixing – warehouse value
added customer service of grouping a
variety of products into a direct
shipment to the customer
© 2010 Wiley 36
Supply Chain Logistics & Distribution
Services are offered can improve
customer service by moving goods
closer to the customer and thus
reducing replenishment time
Crossdocking or movement of material
without storage and order-picking
material while still performing the
receiving and shipping functions.
© 2010 Wiley 37
Supply Chain Logistics & Distribution
Radio Frequency Identification Technology
(RFID) – automated data collection
technology which relies on radio waves to
transfer data between reader and RFID tag
Third-party Service Providers – ease of
developing an electronic storefront has
allowed the discovery of suppliers from
around the world
© 2010 Wiley 38
Integrated SCM
Implementing integrated SCM requires:
Analyzing the whole supply chain
Starting by integrating internal functions first
Integrating external suppliers through partnerships
Manufacturer’s Goals Supplier’s Goals
Reduce costs Increase sales volume
program
Involve suppliers early
Reduce time to market © 2010 Wiley 39
Supply Chain Measurements
Measuring supply chain performance
Traditional measures include;
Return on investment
Profitability
Market share
Revenue growth
Additional measures
Customer service levels
Inventory turns
Weeks of supply
Inventory obsolescence
© 2010 Wiley 40
Supply Chain Performance
Measurement
Customer demands for better-quality
requires company’s to develop ways to
measure improvements
Some measurements include
Warranty costs
Products returned
Cost reductions allowed because of product
defects
Company response times
Transaction costs © 2010 Wiley 41
Eliminating Sources of Waste
in Supply Chain
Overproduction: don’t build product before
needed
Delay between activities in chain: eliminate
them
Unnecessary transport or conveyance of
product: includes both internal and external
movement
© 2010 Wiley 42
Eliminating Sources of Waste
in Supply Chain con’t
Unnecessary movement of people: includes
travel or reaching due to poorly designed
work space
Excess inventory ready and in position:
includes early deliveries, excess inventory,
etc.
Suboptimal use of space: trailer loads,
warehouses, etc.
Errors that cause rework: billing errors,
inventory discrepancies, etc.
© 2010 Wiley 43
Types of E-Commerce
E-commerce is defined as the use of
the Internet and the Web to transact
business
Two types of e-commerce are
Business-to-business (B2B) and
Business-to-consumer (B2C)
© 2010 Wiley 44
Types of E-Commerce
Business-to-Business (B2B) Evolution:
Automated order entry systems started in 1970’s
Electronic Data Interchange (EDI) started in the 1970’s
Electronic Storefronts emerged in the 1990’s
Net Marketplaces emerged in the late 1990’s
© 2010 Wiley 48
E-Commerce Case, continued: Furniture.com
Sources: Designing and Managing the Supply Chain, Third Edition, by D. Simchi-Levi, P.
Kaminsky, and E. Simchi-Levi, McGraw-Hill Irwin, Boston.“Reincarnated Furniture.com
partners with retailers,” by Mike Duff, DSN Retailing Today; 2/7/2005, Vol. 44 Issue 3, p6, 2p
© 2010 Wiley 49
Current Trends in SCM
Increased use of electronic marketplace such
as
E-distributors – independently owned net
marketplaces having catalogs representing
thousands of suppliers and designed for spot
purchases
E-purchasing – companies that connect on-line
MRO suppliers to business who pay fees to join
the market, usually for long-term contractual
purchasing
© 2010 Wiley 50
Current Trends in SCM -
continued
Increased use of electronic marketplace such as
Value chain management – automation of a firm’s
purchasing or selling processes
Exchanges – marketplace that focuses on spot
requirements of large firms in a single industry
Industry consortia – industry-owned markets that enable
buyers to purchase direct inputs from a limited set of
invited suppliers
Decreased supply chain velocity due to greater
distances with greater uncertainty and generally
less efficient.
© 2010 Wiley 51
SCM Across the Organization
SCM changes the way companies do business.
Accounting shares SCM benefits due to inventory
level decreases
Marketing benefits by improved customer service
levels
Information systems are critical for information
sharing through PSO data, EDI, RFID, the Internet,
intranet, and extranets
Purchasing is responsible for sourcing materials
Operations use timely demand information to more
effectively plan production schedules
© 2010 Wiley 52
Case in Supply Chain Network Design: Procter & Gamble
In the 1990s, P&G was facing competitive pressure primarily with regard to
overall cost. Excess capacity at plants, largely due to successful quality initiatives
in the 80s, and reduced distribution requirements, largely due to redesigned
“compactified” products, presented P&G with an opportunity to re-design their
supply chain.
Comprised of over 50 product categories, over 60 plants, 15 distribution centers,
and over 1000 customers, the redesign was a major project involving over 500
people organized in more than 30 teams. Analysis of this supply chain led to the
formulation of a large-scale mixed integer linear program,
An important feature of the DSS developed around this model was the
visualization capability afforded by integrating a Geographic Information System
(GIS) into the user interface. The GIS gave managers a good grip on solutions
generated by the DSS under various scenarios, such as that of closing specific
plants. The documented pre-tax savings of roughly $200 million annually is proof
of the pudding indeed in the case of this DSS.
Sources:
"Blending OR/MS, Judgment, and GIS: Restructuring P&G's Supply Chain" by
Jeffrey Camm et al.
© 2010 Wiley 53
3M Supply Chain Design
http://www.businessweek.com/magazine/content/07_24/b4038410.htm?chan=search
How did things get that way at 3M? For a long time, one of the tenets of
the 3M catechism was "make a little, sell a little."
© 2010 Wiley 54
Once a project was green-lighted, it might receive funding, but the
developer or scientist would have to make small quantities of the product
in an ad hoc manner by using idle spots of time at factories throughout
the 3M system. It was a way to minimize the financial risk of a new
product, and it served the company quite well—when its infrastructure
and sales were centered mainly in the U.S.
KEEPING INVENTORY MOVING Now, "make a little, sell a little"
means that a typical product might be extruded in Canada, machined in
France, packaged in Mexico, and sold in Japan. That's costly, and it
means that half of 3M products spend 100 days traveling through the
supply line, according to Buckley, even before it has to jump any local
bureaucratic hurdles.
The net result is that 3M has a lot of money tied up in inventory around
the world that's just sitting on boats, in trucks, and in warehouses. In the
fourth quarter of 2006, for instance, sales rose about $500 million. But
working capital went up $450 million and receivables increased $250
million, Buckley says. If that trend continues, "You'd be borrowing money
to grow," he says.
© 2010 Wiley 55
Chapter 4 Highlights
Every organization is part of a supply chain, either as a
customer or as a supplier. Supply chains include all the
processes needed to make a finished product, from the
extraction of raw materials through the sale to the end
user. SCM is the integration and coordination of these
efforts.
The bullwhip effect distorts product demand information
passed between levels of the supply chain. The more
levels that exist, the more distortion that is possible.
Variability results from updating demand estimates at
each level, order batching, price fluctuations, and
rationing
© 2010 Wiley 56
Chapter 4 Highlights (continued)
© 2010 Wiley 61
Chapter 4 Highlights (continued)
© 2010 Wiley 62