Unit One E Commerce, Logistics and Supply Chain Management
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1 Unit One E Commerce, Logistics and Supply Chain Management I. Summary of Learning Outcomes To achieve this unit a learner must: 1. Find out how a new practice of logistics and supply chain management has been made possible in the age of Electronic Commerce? 2. Know and understand the conceptions of supply chain management and logistics 3. Understand the specific role of logistics in supply chain operations 4. Understand the generalized supply chain model and shall pay attention to the complexity of supply chains 5. Know the enablers of supply chain management including information technology, integrated management, responsiveness, and globalization II. Learning contents Section one. Introduction: Logistics, E Commerce, and Supply Chain Management As recently as the early 1990s, the average time required for a company to process and deliver merchandise to a customer from warehouse inventory ranged from 15 to 30 days, sometimes even longer. a) Problems and Solutions: why there is, and how to do with the lengthy and unpredictable time to market? To answer the questions, we shall look into: Processes, Processing methods, and problems: order to delivery processes order creation and transfer order processing shipment processing methods Telephone, fax, EDI, public mail Manual or computer systems, credit authorization, order assignment to a warehouse for selection b) Old business practices and new customer s desires (i)old business practices The industrialized world was characterized by scarcity; Business focused more on supply than demand; Business forced to keep large inventory; Consumers reached only indirectly, (ii)new customer s desires Something might go wrong Inventory out of stock, A lost or misplaced work order, A misdirected shipment, 1
2 Wide choice of products and services; Specifically designed and delivered products and services, c) The Internet Impacts on the World of Commerce Transportation becomes economical and reliable; Information characterized by speed, accessibility, accuracy, and relevancy is available; Transactions can be conducted efficiently; E distribution can be launched economically, Supply Chain, Supply Chain Management, Electronic Commerce, Logistics, E Commerce Logistics What began during the last decade of the 20 th century and will continue to unfold well into the 21 st century is what historians will characterize as the dawning of the information or digital age. In the age of electronic commerce, the reality of B2B connectivity has mad possible a new order of business relationships called supply chain management. Logistical systems exist that have the capability to deliver products at exact times. Students are expected to figure out why the current movement toward establishing supply chains can be characterized as a revolution. Section II. Core Conceptions: Supply Chain Management and Logistics a) Definition of Supply Chain Management Supply Chain (sometimes called the value chain or demand chain) Management consists of the firms collaborating to leverage strategic positioning and to improve operating efficiency. For Each firm involved, the supply chain relationship reflects strategic choice. A supply chain strategy is a channel arrangement based on acknowledged dependency and relationship management. Supply chain operations require managerial processes that span across functional areas within individual firms and link trading partners and customers across organizational boundaries. b) Definition of Logistics Logistics, in contrast to supply chain management, is the work required to move and position inventory throughout a supply chain. Specific Role of Logistics in Supply Chain Operations Logistics is a subset of and occurs within the broader framework of a supply chain arrangement.logistics is the process that creates value by timing and positioning inventory; it is the combination of a firms order management, inventory, transportation, warehousing, materials handling, and packaging as integrated throughout a facility network.integrated logistics serves to link and synchronize the overall supply chain as a continuous process and is essential for effective supply chain connectivity. While the purpose of logistical work has remained essentially the same over the decades, the way the work is performed continues to radically change. Supply Chain Management, Value Chain, Demand Chain, Supply Chain Relationship, Supply Chain Strategy, Channel Arrangement, Relationship Management, Supply Chain Operation, 2
3 Functional Areas, Organizational Boundaries, Logistics, Integration To study logistics, a student must have a basic understanding of supply chain management. Supply chain decisions establish the operating framework within which logistics is performed. As dramatic change continues to evolve in supply chain practice, logistics best practice is subject to continuous change based on the evolving nature of supply chain structure and strategy. Section III. Generalized Supply Chain Model Relationship Management M A T E R I A L S Information, Product, Service, Financial and Knowledge Flows SUPPLIER NETWORK INTEGRATED ENTERPRISE DISTRIBUTIVE NETWORK Procurement Distribution Manufacturing E N D C O N S U M E R S Capacity, Information, Core Competencies, Capital and Human Resources a) Generalized Supply Chain Arrangement b) Supply Chain Structure and Strategy Understanding (i) Case Study: Miller SQA as Vaue Net \ Source: Industry Insight 1 1, P. 8 PDF File: David Bovet and Joseph Martha, Value Nets Stern Stewart Research, HERMAN MILLER: Growth In The New Economy To understand the complexity of virtual supply chain arrangements called value net (ii) Successful Supply Chain Strategies (P.7 table 1 1) Source: Table1 1, Supply Chain Management Review, P.7 Market Saturation Driven: Focusing on generating high profit margins through strong brands and ubiquitous marketing and distribution. Operationally Agile: Configuring assets and operations to react nimbly to emerging consumer trends along lines of product category or geographic region. Freshness Oriented: Concentrating on earning a premium by providing the consumer with product that is fresher than competitive offerings. Consumer Customizer: Using mass customization to build and maintain close 3
4 relationships with end consumers through direct sales. Logistics Optimizer: Emphasizing a balance of supply chain efficiency and effectiveness. Trade Focused: Prioritizing low price, best value for the consumer (as with the logistics optimizer strategy but focusing less o brand than on dedicated service to trade customers.) Supply Chain Model, Relationship Management, Five Flows, Traditional Channel Arrangement, Supply Chain Arrangement, Value Net The integrated supply chain perspective shifts traditional channel arrangements from loosely linked groups of independent businesses that buy and sell inventory to each other toward a managerially coordinated initiative to increase market impact, overall efficiency, continuous improvement, and competitiveness. However, students shall realize that, in practice, many complexities serve to cloud the simplicity of illustrating supply chains as directional line diagrams. Section IV. Enablers of Supply Chain Management a) Information Technology (i) E Commerce Impacts on Market Distribution (PP ; Industry insight 4 3 Clicks as Transactions) (ii) E Commerce Impacts on Procurement (PP ; Industry Insight 5 2 Farming via the Internet) b) Integrated Management (i) Collaboration Whereas competition remains the dominant model guiding free market economies, the increasing importance of collaboration has positioned the supply chain as a primary unit of competition. Supply chains dominated by Sears, K Mart, Target, and Wal Mart are direct competitors in many markets. (ii) Enterprise Extension The Information sharing paradigm is the widespread belief that achieving a high degree of cooperative behavior requires that supply chain participants voluntarily share operating information and jointly plan strategies. The Process specialization paradigm is commitment to focusing collaborative arrangements on planning joint operations towards a goal of eliminating nonproductive or non value adding work by firms in a supply chain. (iii) Integrated Service Providers/ Third Party Logistics Providers The two traditional logistics service providers are transportation and warehousing specialists. Integrated service providers (ISPs), commonly named third party logistics providers, market a range of logistics services that included all work necessary to service customers, from order entry to product delivery. c) Responsiveness Information connectivity created the potential for developing response based business 4
5 models. (i) Anticipatory Based Business Model (P.15 figure 1 2) (ii) Responsive Based Business Model (P.16 figure 1 3) (iii) Postponement At the heart of time based competition is the capability to postpone manufacturing and the timing of logistical fulfillment. The vision of Manufacturing or Form Postponement is one of products being manufactured one order at a time with no preparatory work or component procurement until exact customer specifications are fully know and customer commitment is received. The basic notion of Geographic or Logistics Postponement is to build and stock a full line inventory at one or a few strategic locations. d) Financial Benefits of Timely Response (i) Cash to Cash Conversion refers to the time required to convert raw material or inventory purchases into sales revenue. (ii) Dwell Time Minimization is the concept to minimize the ratio of time that an asset sits idle to the time required to satisfy its designated supply chain mission. (iii) Cash Spin, sometimes called free cash spin. The concept is to reduce overall assets committed to supply chain performance. e) Globalization The decision to engage in global operations to achieve market growth and enjoy operational efficiency follows a natural path of business expansion. Firms enter the global marketplace by conducting import and export operations. The second stage of internationalization involves establishment of local presence in foreign nations and trading areas. The third stage of internationalization is the full fledged conduct of business operations within and across international boundaries. The most advanced phase of international engagement is typically referred to as globalization. Information Technology, Market Distribution, Procurement, Integrated Management, Collaboration, Enterprise Extension, Information Sharing Paradigm, Process Specialization Paradigm, Integrated Service Providers, Third Party Logistics Providers, Responsiveness, Anticipatory Based Business Model, Responsive Based Business Model, Postponement, Manufacturing Postponement, Form Postponement, Geographic Postponement, Logistics Postponement, Cash to Cash Conversion, Dwell Time Minimization, Cash Spin, Globalization Based on the essential conceptions learned in this section, students shall be able to compare and contrast anticipatory and response based business models, and manufacturing and geographic postponement. Further, they shall be able to give the reason why responsiveness has become popular in supply chain collaborations. 5
6 III. Review Questions 1. Compare the concept of a modern supply chain with more traditional distribution channels. Be specific regarding similarities and differences. 2. What specific role does logistics play in supply chain operations? 3. Describe "Integrative Management." Be specific concerning the relationship between functionality and process. 4. In terms of enterprise extension, describe the importance of the information sharing and process specialization paradigms? 5. Describe and illustrate an integrated service provider. How does the concept of integrated service provider differ from traditional service providers, such as for hire transportation and warehousing? 6. Compare and contrast anticipatory and response based business models. Why has responsiveness become popular in supply chain collaborations? 7. Compare and contrast manufacturing and geographic postponement. 8. Define and illustrate cash to cash conversion, dwell time minimization and cash spin. How does supply chain strategy and structure impact each? 6
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