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Aligning Supply and Demand Management:
Meeting summary
by
Rob Handfield
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Thank
you again for coming to the Supply Chain
Resource Consortium meeting on May 1-2,
2003. Those who attended hopefully learned
a lot from the industry speakers and student
projects. Special thanks goes out to Mike
Clem from GKN Automotive, Brandy Maranian
and Tove Rasmussen from Sonoco, and Phil
McIntyre from Milliken & Company for
their terrific presentations that they
prepared for the group.
As promised, I have attached a brief summary
of some of the discussions that took place
at the breakout
groups during the meeting. While it
is tough to be able to capture all of
the ideas and thoughts that people shared,
the notes provide some insights into the
types of things that were on peoples
minds. Several of you suggested that we
try to focus these discussions to two
or three major questions, and we will
attempt to do so at our next meeting in
December.
Several key themes emerged from the discussion,
both in the breakouts, as well as in our
discussions at the reception and dinner.
Aligning demand and supply management
remains a highly challenging task.
Many companies noted that in terms of
the maturity model, they rated very high
in one area (e.g. supplier relationship
management, network rationalization) but
not in others (e.g. branding, capacity
rationalization). As such, there often
occur disconnects between
strategic planning activities across these
different functions. Most companies have
a process established for some of these
strategic priorities, but these often
occur in theory, not in practice.
Moreover, decisions in marketing and channel
management are often poorly linked to
supply strategies, especially when viewed
across multiple businesses.
Even for companies who have reached
high levels of maturity in strategic processes,
the jump from level 4 (Leveraged) to level
5 (Optimized) is the most challenging
to broach.
Some of the major challenges involved
in achieving true collaboration with suppliers
and customers include information sharing,
as well as associated issues such as mechanics,
security, and other practical elements.
Some of the questions that arise when
buyers and sellers collaborate include
the following:
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Who
owns the process? |
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Who owns the information? |
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How
can you ensure that partners are complying
with agreements to share data and
forecasts in the agreed-upon manner? |
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Are
they sharing/acting in a manner that
facilitates joint decision-making? |
Leading
cross-functional team decisions across
global units are perceived as increasingly
difficult, particularly given the complex
environment in the post-Iraq era.
Cultural differences, local packaging
and distribution requirements, local content
regulations, energy deregulation, and
a host of other issues are proving to
be difficult to overcome. However, organizations
are succeeding in globalization by localizing
US or European suppliers who can help
develop local suppliers, bearing in mind
that flexibility is key.
Pricing decisions remains difficult,
especially with outsourcing.
Total cost models can be constructed,
but accurate cost data is problematic,
resulting in unique models for different
products and service offerings. Companies
are also beginning to explore leasing
in greater detail: One representative
noted that they lease almost all of their
assets from facilities to computers, etc.
Another representative noted that you
must understand total cost of ownership
in leasing. He cited a past example that
the total cost of a computer was about
$8,000 even though the computer only cost
$1,500. The additional cost included the
software and tech support to operate the
computer.
In
an increasingly complex myriad of mergers
and re-organizations, the issue of where
supply chain management should lie within
the organizational hierarchy is a challenge.
The issue of centralization versus decentralization
remains problematic. Many organizations
continue to ask what the right
governance model is for example,
what is the role of corporate sourcing
/ marketing / distribution versus the
individual business unit requirements?
One representative noted that their company
culture has limited governance and policy
procedures to get others (especially project
mangers on capital projects) to use procurement.
A key element was for procurement to develop
their credibility and show that they bring
value to the project. Another representative
noted that their CEO had issued a policy
document requiring every contract to go
through central procurement. Their advice,
be careful what you ask for.
They suggested that a balance needs to
be achieved for procurement to select
areas to focus on. They also advised that
you better deliver when you
have senior management direction mandating
only company procurement use.
Other
questions that arose with respect to demand
and supply management included:
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How to back up branding strategies
with supply chain decisions are aligned
especially with commoditization
in markets? |
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How to manage critical user needs
for purchases of services and transportation
that may have difficult to define
service level specifications? |
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How to standardize processes after
a major series of mergers and acquisitions
have occurred? |
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How to address replication of services
and supply base consolidation after
a merger? |
Additional
comments from individuals led us to believe
that the use of focused breakout groups
is a great way to develop insights on
future student projects and research.
Participants also noted that more time
should be devoted at the meeting to other
industry speakers, as well as networking
time between participants. We will be
sure to address these issues to the extent
possible in our next meeting. Dont
forget to put this on your calendars:
December 4 5, 2003.
Have a great summer, and well be
in contact with you soon to plan the next
set of projects!
Regards,
Robert B. Handfield
Director, Supply Chain Resource Consortium
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