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Supply Chain Management:
Designing the supply chain
network

     Rajendran Ananda Krishnan




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                    ngs
Topics to be covered
Designing the supply chain network
 Designing the distribution network- role
  of distribution, factors influencing
  distribution
 Design options, e-business and its
  impact
 Distribution networks in practice
 Network design in the supply chain, role
  of network
 Factors affecting the network design
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  decisions, modeling for supply chain
                         prettythings
Role of Distribution in the supply
chain
Distribution refers to the steps taken to move
 and store a product from the supplier stage to
 a customer stage in the supply chain.
 Distribution is a key driver of the overall
 profitability of a firm because it affects both
 the supply chain cost and the customer
 experience directly.
The appropriate distribution network can be
 used to achieve a variety of supply chain
 objectives ranging from low cost to high
 responsiveness. As a result, companies in
 the same industry often select very different
 distribution networks.
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Dell distributes its PCs directly to end
 consumers, whereas companies such
 as HP distribute through resellers. Dell
 customers wait several days to get a
 PC, whereas customers can walk
 away with an HP PC from a reseller.
P&G has chosen to distribute directly to
 large supermarket chains while
 obligating smaller players to buy P&G
 products from distributors. Products
 move directly from P&G to the larger
 chains , but move through an
 additional stage when going to smaller
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Factors Influencing Distribution
Network Design
Performance of a distribution network
  should be evaluated along two
  dimensions:
 Customer needs that are met
 Cost of meeting customer needs
The customers needs that are met
  influence the company’s revenues,
  which along with cost decide the
  profitability of the delivery network.
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Customer service components:
 Response time – Amount of time it takes for a customer
  to receive an order.
 Product       variety   –     Number       of    different
  products/configurations that are offered by the
  distribution network.
 Product availability – Probability of having a product in
  stock when a customer order arrives.
 Customer experience – includes the ease with which
  customers can place and receive orders as well as the
  extent to which this experience is customized.
 Time to market – Time it takes to bring a new product to
  the market.
 Order visibility – Ability of customers to track their
  orders from placement to delivery.
 Returnability – Ease with which a customer can return
  unsatisfactory merchandise and the ability of the
  network to handle such returns.


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Firms that target customers who can tolerate a long response
   time require only a few locations that may be far from the
   customer. These companies can focus on increasing the
   capacity of each location. In contrast, firms that target
   customers who value short response times need to locate
   facilities close to them. These firms must have many facilities,
   each with a low capacity. Thus, a decrease in the response
   time customers desire increases the number of facilities
   required in the network.

Changing the distribution network design affects the following
  supply chain costs:
 Inventories
 Transportation
 Facilities and handling
 Information
A decrease in the response time customers desire increases the
  number of facilities required in the network. As the number of
  facilities in a supply chain increases, the inventory and
  resulting inventory costs also increase.


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Relationship between Desired
Response Time and Number of
Facilities
    Required
    number of
    facilities




                                     Desired
                                     Response
                                     Time
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Relationship between Number of
Facilities and Inventory Costs

   Inventory
   Costs




                      Number of
                      facilities

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   Inbound transportation costs are the costs
    incurred in bringing material into a facility.
   Outbound transportation costs are the costs of
    sending material out of a facility.
   Outbound transportation costs per unit tend to be
    higher than inbound costs because inbound lot
    sizes are typically larger.
   Increasing the number of warehouse locations
    decreases the average outbound distance to the
    customer and makes outbound transportation
    distance a smaller fraction of the total distance
    travelled by the product.
   Thus, as long as inbound transportation
    economies of scale are maintained, increasing
    the number of facilities decreases total
    transportation cost.
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Relationship between Number of
Facilities and Transportation Cost
 Transportation
 Cost




                     Number of
                     facilities



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 If the number of facilities is increased to a point where
  inbound lot sizes are also very small and result in a
  significant loss of economies of scale in inbound
  transportation, increasing the number of facilities
  increases total transportation cost.
 Facility costs decrease as the number of facilities is
  reduced.
 Total logistics costs are the sum of inventory,
  transportation and facility costs for a supply chain
  network. As the number of facilities increases, total
  logistics costs first decrease and then increase. Each
  firm should have at least the number of facilities that
  minimize total logistics costs. As a firm wants to reduce
  the response time to its customers further, it may have
  to increase the number of facilities beyond the point that
  minimizes logistics costs. A firm should add facilities
  beyond the cost-minimizing point only if managers are
  confident that the increase in revenues because of
  better responsiveness is greater than the increase in
  costs because of the additional facilities.
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Relationship between Number of
Facilities and Facility Cost

Facility Cost




                   Number of
                   Facilities



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Variation in Logistics Cost and
Response time with Number of
Facilities
          Response
          Time
                     Total Logistics
                     Cost




                           Number of
                           Facilities

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Design Options for a Distribution
Network
   Manufacturer storage with direct
    shipping – Product is shipped directly
    from the manufacturer to the end
    customer, bypassing the retailer ( who
    takes the order and initiates the delivery
    request). This option is also referred to
    as drop shipping, with product delivered
    directly from the manufacturer to the
    customer. It is best suited for a large
    variety of low-demand, high-value items
    for which customers are willing to wait for
    delivery and accept several partial
    shipments.
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Manufacturer Storage with Direct Shipping
                (Drop Shipping)


                                                    Mfr




                                                  Retailer


                                   Customer
                         Product Flow
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                        Information
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Performance Characteristics of Manufacturer Storage with Direct
  Shipping Network


Cost Factor      Performance
Inventory        Lower costs because of aggregation. Benefits of
                 aggregation are highest for low demand, high
                 value items. Benefits are very large if product
                 customization can be postponed ate
                 manufacturer.
Transportatio    Higher transportation costs because of increased
n                distance and disaggregate shipping.
Facilities and   Lower facility costs because of aggregation. Some
handling         saving on handling costs if manufacturer can
                 manage small shipments or ship from production
                 line.
Information      Significant investment in information infrastructure
                 to integrate manufacturer and retailer.


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Service Factor         Performance

Response Time          Long response time of one to two weeks
                       because of increased distance and two
                       stages for order processing. Response
                       time may vary by product, thus
                       complicating receiving.
Product Variety        Easy to provide a very high level of variety.

Product Availability   Easy to provide a high level of product
                       availability because of aggregation at
                       manufacturer.
Customer Experience    Good in terms of home delivery but can
                       suffer if order from several manufacturers
                       is sent as partial shipments.
Time to market         Fast, with the product available as soon as
                       the first unit is produced.
Order visibility       More difficult but also more important from
                       a customer service perspective.
Returnability          Expensive and difficult to implement.
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 Manufacturer storage with direct shipping
  and in-transit merge –Unlike pure drop-
  shipping, under which each product in the
  order is sent directly from its manufacturer to
  the end customer, in-transit merge combines
  pieces of the order coming from different
  locations so that the customer gets a single
  delivery.
 For eg, when a customer orders a PC from
  Dell along with a Sony monitor, the package
  carrier picks up the PC from the Dell factory
  and the monitor from the Sony factory; it then
  merges the two together at a hub before
  making a single delivery to the customer.
 It is best suited for low-to medium demand,
  high value items the retailer is sourcing from
  a limited number of manufacturers.
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In-transit merge Net work

                                              Factorie
                                              s

                            In-transit merge
Retailer                    By Carrier



           Customers    Customer
                        s
                            Product Flow
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                            Information Flow
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Performance Characteristics of In-Transit Merge
Cost Factor            Performance
Inventory              Similar to drop shipping.
Transportation         Somewhat lower transportation costs than drop
                       shipping.
Facilities and         Handling costs higher than drop shipping at
handling               carrier; receiving costs lower at customer.
Information            Investment is somewhat higher than for drop
                       shipping.
Service Factor         Performance
Response Time          Similar to drop-shipping; may be marginally
                       higher.
Product variety        Similar to drop shipping.
Product Availability   Similar to drop-shipping.
Customer               Better than drop-shipping because a single order
experience             has to be received.
Time to market         Similar to drop-shipping.
Order visibility       Similar to drop-shipping.
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Returnability          Similar to drop-shipping.
   Distributor Storage with Carrier
    Delivery – Under this option,
    inventory is not held by manufacturers
    at the factories but is held by
    distributors/ retailers in intermediate
    warehouses, and package carriers are
    used to transport products from the
    intermediate location to the final
    customer. It is well suited for medium-
    to-fast moving items. It also makes
    sense when customers want delivery
    faster than is offered by manufacturer
    storage but do not need it
    immediately.
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Distributor Storage with Carrier Delivery


                                                  Factorie
                                                  s
                      Distributor
                      Storage



                                                     Customer
                                                     s
                          Product Flow
                          Information Flow
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Performance Characteristics of Distributor storage with Carrier Delivery

Cost Factor        Performance
Inventory          Higher than manufacturer storage. Difference is not large for faster-
                   moving items.

Transportation     Lower than manufacturer storage. Reduction is highest for faster-
                   moving items.

Facilities and     Somewhat higher than manufacturer storage. The difference can be
handling           large for very slow-moving items.

Information        Simpler infrastructure compared to manufacturer storage.


Service Factor     Performance
Response Time      Faster than manufacturer storage.
Product variety    Lower than manufacturer storage.
Product            Higher cost to provide the same level of availability as manufacturer
availability       storage.

Customer           Better than manufacturer storage with drop-shipping.
experience
Time to market     Higher than manufacturer storage.
Order visibility   Easier than manufacturer storage.
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Returnability      Easier than manufacturer storage    prettythings
 Distributor Storage with Last-Mile
  Delivery- Last-mile delivery refers to the
  distributor/retailer delivering the product
  to the customer’s home instead of using
  a package carrier.
 In areas with high labor costs, it is very
  hard to justify distributor storage with last
  mile delivery on the basis of efficiency or
  improved margin. It can only be justified
  if there is a large enough customer
  segment willing to pay for this
  convenience.
 An effort should be made to couple last-
  mile delivery with an existing distribution
  network to exploit economies of scale
  and improve utilization.
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Distributor Storage with Last-Mile
 Delivery
                                                      Factories




                                                Distributor/
                                                Retailer
                                                Warehouse




                              Product Flow
                                               Customers
                                Information
                                Flow
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Performance Characteristics of Distributor Storage with Last-Mile
  Delivery


Cost Factor               Performance


Inventory                 Higher than distributor storage with
                          package carrier delivery.

Transportation            Very high cost given minimal scale
                          economies. Higher than any other
                          distribution option.
Facilities and handling   Facility costs higher than manufacturer
                          storage or distributor storage with
                          package carrier delivery, but lower than
                          a chain of retail stores.
Information               Similar to distributor storage with
                          package carrier delivery.



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Service factor         Performance

Response time          Very quick. Same day to next-day delivery.

Product variety        Somewhat less than distributor storage
                       with package carrier delivery but larger
                       than retail stores.
Product availability   More expensive to provide availability than
                       any other option except retail stores.
Customer experience    Very good, particularly for bulky items.

Time to market         Slightly higher than distributor storage with
                       package carrier delivery.
Order traceability     Less of an issue and easier to implement
                       than manufacturer storage or distributor
                       storage with package carrier delivery.
Returnability          Easier to implement than other options.
                       Harder and more expensive than a retail
                       network.
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   Manufacturer or Distributor Storage
    with Customer Pickup – Inventory is
    stored at the manufacturer or distributor
    warehouse but customers place their
    orders online or on the phone and then
    travel to designated pickup points to
    collect their merchandise. Orders are
    shipped from the storage site to the
    pickup points as needed. Such a network
    is likely to be most effective if existing
    locations such as coffee shops,
    convenience stores, or grocery stores
    are used as pickup sites, because this
    type of network improves the economies
    from existing infrastructure.
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Manufacturer or Distributor Warehouse
 Storage with Consumer Pickup
              Customer Flow           Information
              Product                 Flow                Factories
              Flow



Retailer                             Cross-Dock DC




                                               Pickup Sites




  Customers


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Performance Characteristics of Network with Consumer Pickup
  sites

Cost Factor               Performance

Inventory                 Can match any other option, depending
                          on the location of inventory.
Transportation            Lower than the use of package carriers,
                          especially if using an existing delivery
                          network.
Facilities and handling   Facility costs can be very high if new
                          facilities have to be built. Costs are lower
                          if existing facilities are used. The
                          increase in handling cost at the pickup
                          site can be significant.
Information               Significant investment in infrastructure
                          required.



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Service Factor         Performance

Response time          Similar to package carrier delivery with
                       manufacturer or distributor storage. Same day
                       delivery possible for items stored locally at
                       pick-up sites.
Product variety        Similar to other manufacturer or distributor
                       storage options.
Product availability   Similar to other manufacturer or distributor
                       storage options.
Customer experience    Lower than other options because of the lack of
                       home delivery. In areas with high density of
                       population, loss of convenience may be small.
Time to market         Similar to manufacturer storage options.

Order visibility       Difficult but essential.

Returnability          Somewhat easier given that pickup location
                       can handle returns.

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   Retailer storage with Customer
    Pickup – Inventory is stored locally at
    retail stores. Customers walk into the
    retail store or place an order online or
    by phone and pick it up at the retail
    store. It is best suited for fast-moving
    items or items for which customers
    value rapid response.




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Performance Characteristics of Local storage at Consumer Pickup sites
Cost Factor          Performance
Inventory            Higher than all other options.
Transportation       Lower than all other options.
Facilities and       Higher than other options. The increase in handling cost at pickup
handling             site can be significant for online and phone orders.
Information          Some investment in infrastructure required for online and phone
                     orders.
Service Factor       Performance
Response time        Same-day pickup possible for items stored locally at pickup site.
Product variety      Lower than all other options.
Product              More expensive to provide than all other options.
availability
Customer             Related to whether shopping is viewed as a positive or negative
experience           experience by customer.
Time to market       Highest among distribution options.
Order visibility     Trivial for in-store orders. Difficult, but essential, for online & phone
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E-Business and the Distribution
Network
Impact of E-Business on Customer Service
 Response time to customers- In selling
  physical products that cannot be downloaded, an
  e-business without a physical retail outlet takes
  longer to fulfill a customer request than a retail
  store because of the shipping time involved.
  There is no such delay, however, for products
  that can be downloaded like a mutual fund
  prospectus or music.

   Product Variety – An e-business finds it easier
    to offer a large selection of products than a
    bricks-and-mortar store. Offering the same
    selection at a retail store would require a huge
    location with a correspondingly large amount of
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   Product availability – An e-business can greatly
    increase the speed with which information on customer
    demand is disseminated throughout the supply chain,
    giving rise to more accurate forecasts. These improved
    forecasts and the more accurate view of customer
    demand leads to a better match between supply and
    demand.

   Customer Experience – An e-business affects
    customer experience in terms of access, customization
    and convenience. Unlike most retail stores that are
    open only during business hours, an e-business allows
    access to customers who may not be able to place
    orders during regular business hours. An e-business
    allows a firm to access customers who are
    geographically distant. Firms that focus on mass
    customization can use the Internet to help customers
    select a product that suits their needs. On internet,
    customers have the ease of not needing to leave home
    or work to make a purchase.

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   Faster time to market – A firm can use e-business to
    introduce new products much more quickly than a firm
    that uses physical channels. A firm that sells PCs
    through physical cannels must produce enough units to
    stock the shelves at its distributors and retailers before
    it starts to see revenue from the new product. An e-
    business in contrast, introduces a new product by
    making it available on the website- a distribution lag to
    fill the retail store is not present.

   Order Visibility – The internet makes it possible to
    provide visibility of order status, which is very crucial in
    online order as it has no physical equivalent to a
    customer shopping.

   Returnability - It is harder with online orders, which
    typically arrive from a centralized location. The
    proportion of returns is also likely to be much higher for
    online orders because the customers are unable to
    touch and feel the product before their purchase.

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   Direct Sales to Customers – An e-business allows
    manufacturers and other members of the supply chain
    that do not have direct contact with customers in
    traditional channels to enhance revenues by bypassing
    intermediaries and selling directly to customers, thereby
    collecting the intermediary’s incremental revenue.

   Flexible Pricing, Product Portfolio and Promotions
    – An e-business can easily alter prices by changing one
    entry in the database linked to its website. This ability
    allows an e-business to maximize revenues by setting
    prices based on current inventories and demand. For
    eg, the airlines make last-minute, low cost fares
    available on the Web on routes with unsold seats. Can
    easily alter the product portfolio that it offers as well as
    the promotions it is running.

   Efficient Funds Transfer – An e-business can
    enhance revenues by speeding up collection.


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Impact of e-business on cost
   Inventory – An e-business can lower inventory levels
    and inventory cost by improving supply chain
    coordination and creating a better match between
    supply and demand. Additionally, e-business enables a
    firm to aggregate inventories far from customers if most
    customers are willing to wait for delivery of online
    orders.

   Facilities – Two basic types of facilities costs must be
    included in the analysis: costs related to the number
    and location of facilities in a network, and costs
    associated with the operations that take place in these
    facilities. An e-business can reduce network facility
    costs by centralizing operations, thereby decreasing the
    number of facilities required. With regard to ongoing
    operating costs, customer participation in selection and
    order placement allows an e-business to lower its
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   Transportation – If a firm can put its product
    in a form that can be downloaded, the
    internet will allow it to save on the cost and
    time for delivery. For eg, downloadable music
    and software offer an opportunity to eliminate
    all costs associated with transporting CDs.
    For     nondigital     products,    aggregating
    inventories increases outbound transportation
    relative to inbound transportation.

   Information – An e-business can share
    demand information throughout its supply
    chain to improve visibility. The internet may
    also be used to share planning and
    forecasting information within the supply
    chain, further improving coordination. This
    helps reduce overall supply chain costs and
    better match supply and demand.
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Distribution Networks in Practice
   The ownership structure of the distribution network can
    have as big an impact as the type of distribution network
    – Distribution networks that have exactly the same physical
    flow but different ownership structures can have vastly
    different performance. For eg, a manufacturer that owns its
    distribution network can control the network’s actions.
    However, if the manufacturer does not own the distribution
    network, a wide variety of issues need to be taken into
    account to optimize over the network.

   The choice of a distribution network has very long term
    consequences – The structure of the distribution network is
    one of the most difficult decisions to change. The impact often
    lasts for decades, amplifying the importance of the choice.
    For eg, In the early days, PC manufacturers sold through
    independent distributors and retailers. Dell’s emergence was
    a clear example of how the direct model was often superior to
    the traditional model. Other PC manufacturers, such as HP,
    made forays into selling PCs directly. However, their existing
    distribution channels reacted quite negatively to this- as it
    would cannibalize their business.
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   Consider whether an exclusive distribution strategy
    is advantageous – A manufacturer of consumer
    electronics such as Sony could choose to have
    relationships with many distributors such as eZone,
    Spar etc. In this case, Sony would be interested in
    increasing the availability of its products to customers
    and would certainly not mind if its distributors competed
    with each other to sell Sony products to customers.

   Product price, commoditization, and criticality
    affect the type of distribution system preferred by
    customers – Interactions between a buyer and a seller
    take time and resources. Many buyers would like to
    establish a relationship with a single enterprise that can
    deliver a full line of products. This can be accomplished
    by a manufacturer with a broad line of products.
    However, this is often accomplished more effectively by
    a    distributor     carrying    products    from    many
    manufacturers.


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   Integrate the Internet with the
    existing physical network – To
    extract maximum benefit from e-
    businesses, firms should integrate it
    with their existing supply chain
    networks.     Separating     the    two
    networks often results in inefficiencies
    within the supply chain. This coupling
    of e-business with the existing
    physical network has been referred to
    as clicks-and-mortar. For eg. Placing
    order online and collecting goods from
    the physical store.
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The Role of Network Design in
the Supply Chain
 Facility role – What role should each
  facility play? What processes are
  performed at each facility?
 Facility location – Where should
  facilities be located?
 Capacity allocation – How much
  capacity should be allocated to each
  facility?
 Market and supply allocation – What
  markets should each facility serve?
  Which supply sources should feed each
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Factors influencing Network Design Decisions
    Strategic Factors – A firm’s competitive
     strategy has a significant impact on
     network design decisions within the supply
     chain. Firms that focus on cost leadership
     tend to find the lowest cost location for their
     manufacturing facilities, even if that means
     locating very far from the markets they
     serve. Firms that focus on responsiveness
     tend to locate facilities closer to the market
     and may select a high-cost location if this
     choice allows the firm to react quickly to
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Classification of possible strategic roles for various
  facilities:
 Offshore facility: low-cost facility for export
  production –Serves the role of being a low-cost
  supply source for markets located outside the
  country where the facility is located.
 Source facility: low-cost facility for global
  production – Often a primary source of product
  for the entire global network.
 Server facility: regional production facility –
  Objective is to supply the market where it is
  located. A server facility is built because of tax
  incentives, tariff barriers or high logistics cost to
  supply the region from elsewhere. For eg. Suzuki
  got into tie up with Maruti and establish a
  manufacturing unit in India to serve Indian market.

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   Contributor facility: regional production
    facility with development skills –Serves
    the market where it is located but also
    assumes      responsibility  for  product
    customization,     process  improvements,
    product      modifications  or    product
    development.

   Outpost facility: regional production
    facility built to gain local skills – Located
    primarily to obtain access to knowledge or
    skills that may exist within a certain region.

   Lead facility: facility that leads in
    development and process technologies –
    Creates new products, processes and
    technologies for the entire network.
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 Technological factors – If production technology displays
  significant economies of scale, a few high-capacity locations are
  most effective. If facilities have lower fixed costs, many local
  facilities are preferred because this helps lower transportation
  costs. If the fixed cost of setting up facility is high, few facility
  location is a feasible option but if setting up fixed cost is low,
  more number of facilities should be established.
 Macroeconomic Factors
Tariffs and Tax Incentives – Tariffs refer to any duties that must
  be paid when product and/or equipment are moved across
  international, state, or city boundaries. If a country has very high
  tariffs, companies either do not serve the local market or set up
  manufacturing plants within the country to save on duties.
Tax incentives are a reduction in tariffs or taxes that countries,
  states and cities often provide to encourage firms to locate their
  facilities in specific areas. Trade Blocs like SAARC, BRIC,
  European Union are formed in order to promote trade amongst
  the member countries.
Developing countries often create Special Economic Zones in
  which duties and tariffs are relaxed as long as production is
  used primarily for export.
                                            https://www.facebook.com/ialwaysthink
                                            prettythings
Exchange Rate and Demand Risk –
 Fluctuations in exchange rates are common
 and have a significant impact on the profits of
 any supply chain serving global markets. A
 firm that sells its product in the United States
 with production in India is exposed to the risk
 of appreciation of the rupee.
Companies must also take into account
 fluctuations in demand caused by changes in
 the economies of different countries. For eg.
 Firms with little production flexibility
 experienced unutilized capacity in Indian
 plants when Indian economies slowed down
 between 2008 and 2009. Firms with greater
 flexibility in their manufacturing facilities were
 able to use the extra capacity in their Indian
 plants to meet the needs of other countries
 where demand was high.
                             https://www.facebook.com/ialwaysthink
                             prettythings
 Political factors – Companies prefer to
  locate facilities in politically stable
  countries where the rules of commerce
  and ownership are well defined.
  Countries with independent and clear
  legal systems allow firms to feel that they
  have recourse in the courts should they
  need it.
 Infrastructure     Factors       –      Key
  infrastructure elements to be considered
  during network design include availability
  of sites, labor availability, proximity to
  transportation terminals, rail service,
  proximity to airports and seaports,
  highway access, congestion and local
                          https://www.facebook.com/ialwaysthink
                          prettythings
   Competitive Factors – Companies must
    consider competitor’s strategy, size and
    location when designing their supply
    chain networks. Positive externalities are
    instances where the collocation of
    multiple firms benefits all of them. It
    leads to competitors locating close to
    each other. For eg, gas stations and
    retail stores tend to locate close to each
    other because doing so increases the
    overall demand, thus benefiting all
    parties. In malls, retailers are located
    close to each other, thus providing
    convenience to the customers and
    benefitted themselves by increase in
                           https://www.facebook.com/ialwaysthink

    sales.                 prettythings
Frame work for Network design Decisions

Competitive Strategy    Phase
                          1            Global Competition
 Internal Constraints      SC
                        Strategy
   Capital, Growth
       Strategy                               Tariffs & Tax
      Production        Phase                  Incentives
  Technologies Cost,      2
  scale/scope impact      Reg              Regional Demand
   Competitive           Facility            Size, growth,
   Environment           Conifig             homogeneity
                        Phase             Political, Exchange
Aggregate Factors         3               Rate and Demand
and Logistic s costs    Desirabl
                         e sites
                                                  Risk
                                           Available Infra
Production Methods
                                              structure

    Factor costs         Phase
                           4                 Logistics Cost
                         Locatio
                           n
                                    https://www.facebook.com/ialwaysthink
                         Choice     prettythings
Framework for Network Design Decisions

   Phase I: Design a Supply Chain
    Strategy – Starts with a clear
    definition of the firm’s competitive
    strategy as the set of customer needs
    that the supply chain aims to satisfy.
    Managers must forecast the likely
    evolution of global competition and
    whether competitors in each market
    will be local or global players.
    Constraints on available capital and
    whether growth will be accomplished
    by acquiring existing facilities, building
    new facilities or partnering. https://www.facebook.com/ialwaysthink
                                  prettythings
   Phase II: Define the Regional Facility
    Configuration –Forecast of the demand by
    country. Include a measure of the size of the
    demand as well as a determination of
    whether the customer requirements are
    homogenous or variable across different
    countries. Homogenous requirements favor
    large     consolidated     facilities               whereas
    requirements that vary across countries favor
    smaller, localized facilities. If economies of
    scale are significant in reducing costs, it may
    be better to have few facilities serving many
    markets. If economies of scale are not
    significant , it may be better for each market
    to have its own facility. They must identify
    demand risk, exchange rate risk, political risk,
    tax incentives and regional tariffs for local
    production. They must also decide whether a
    facility needs to be located close to or far
    from a competitor’s facility.
                                https://www.facebook.com/ialwaysthink
                                prettythings
 Phase III: Select a Set of Desirable
  Potential Sites – Hard infrastructure
  requirements include the availability of
  suppliers,      transportation     services,
  communication, utilities and warehousing
  infrastructure. Soft infrastructure facilities
  include the availability of skilled
  workforce, workforce turnover and the
  community receptivity to business and
  industry.
 Phase      IV: Location Choices –
  Maximize total profits taking into account
  the expected margin and demand in
  each market, various logistics and
  facility costs, and the taxes and tariffs at
                           https://www.facebook.com/ialwaysthink
                           prettythings
Cost Minimization Model
Data Needed:
Plant Data: Capacity, Fixed Cost, Unit variable production cost.
Market data : Quarterly Demand, Price per unit.
Transportation Cost from one plant to another market.
M = No. of plants; let i = 1,…,m
N = No. of markets; let j = 1,…., n
Dem j = Quarterly demand at market j
Cap i = Quarterly production capacity at plant i.
Cost ij = Cost of producing and transporting one unit from plant I to
   market j
Fcost i = Fixed cost of facility I
Quant ij = Quantity shipped from plant i to market j

Objective function will be :
Minimize ∑ Cost ij x Quant ij
Constraints : Quant ij = Dem j
             Quant ij ≤ Cap I
             Quant ij ≥ 0

                                           https://www.facebook.com/ialwaysthink
                                           prettythings
Profit Maximization Model
Gross Profit = Revenue – VC
Net Profit = Gross Profit – Fixed Cost
Objective Function:
Maximize ∑ Price j x Quant ij - ∑ Cost ij
 x Quant ij
Constraints : Quant ij ≤ Dem j
             Quant ij ≤ Cap i
             Quant ij ≥ 0
                       https://www.facebook.com/ialwaysthink
                       prettythings
Thank You




            https://www.facebook.com/ialwaysthink
            prettythings

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Designing Distribution Networks

  • 1. Supply Chain Management: Designing the supply chain network Rajendran Ananda Krishnan https://www.facebook.com/ialwaysthinkprettythi ngs
  • 2. Topics to be covered Designing the supply chain network  Designing the distribution network- role of distribution, factors influencing distribution  Design options, e-business and its impact  Distribution networks in practice  Network design in the supply chain, role of network  Factors affecting the network design https://www.facebook.com/ialwaysthink decisions, modeling for supply chain prettythings
  • 3. Role of Distribution in the supply chain Distribution refers to the steps taken to move and store a product from the supplier stage to a customer stage in the supply chain. Distribution is a key driver of the overall profitability of a firm because it affects both the supply chain cost and the customer experience directly. The appropriate distribution network can be used to achieve a variety of supply chain objectives ranging from low cost to high responsiveness. As a result, companies in the same industry often select very different distribution networks. https://www.facebook.com/ialwaysthink prettythings
  • 4. Dell distributes its PCs directly to end consumers, whereas companies such as HP distribute through resellers. Dell customers wait several days to get a PC, whereas customers can walk away with an HP PC from a reseller. P&G has chosen to distribute directly to large supermarket chains while obligating smaller players to buy P&G products from distributors. Products move directly from P&G to the larger chains , but move through an additional stage when going to smaller supermarkets. https://www.facebook.com/ialwaysthink prettythings
  • 5. Factors Influencing Distribution Network Design Performance of a distribution network should be evaluated along two dimensions:  Customer needs that are met  Cost of meeting customer needs The customers needs that are met influence the company’s revenues, which along with cost decide the profitability of the delivery network. https://www.facebook.com/ialwaysthink prettythings
  • 6. Customer service components:  Response time – Amount of time it takes for a customer to receive an order.  Product variety – Number of different products/configurations that are offered by the distribution network.  Product availability – Probability of having a product in stock when a customer order arrives.  Customer experience – includes the ease with which customers can place and receive orders as well as the extent to which this experience is customized.  Time to market – Time it takes to bring a new product to the market.  Order visibility – Ability of customers to track their orders from placement to delivery.  Returnability – Ease with which a customer can return unsatisfactory merchandise and the ability of the network to handle such returns. https://www.facebook.com/ialwaysthink prettythings
  • 7. Firms that target customers who can tolerate a long response time require only a few locations that may be far from the customer. These companies can focus on increasing the capacity of each location. In contrast, firms that target customers who value short response times need to locate facilities close to them. These firms must have many facilities, each with a low capacity. Thus, a decrease in the response time customers desire increases the number of facilities required in the network. Changing the distribution network design affects the following supply chain costs:  Inventories  Transportation  Facilities and handling  Information A decrease in the response time customers desire increases the number of facilities required in the network. As the number of facilities in a supply chain increases, the inventory and resulting inventory costs also increase. https://www.facebook.com/ialwaysthink prettythings
  • 8. Relationship between Desired Response Time and Number of Facilities Required number of facilities Desired Response Time https://www.facebook.com/ialwaysthink prettythings
  • 9. Relationship between Number of Facilities and Inventory Costs Inventory Costs Number of facilities https://www.facebook.com/ialwaysthink prettythings
  • 10. Inbound transportation costs are the costs incurred in bringing material into a facility.  Outbound transportation costs are the costs of sending material out of a facility.  Outbound transportation costs per unit tend to be higher than inbound costs because inbound lot sizes are typically larger.  Increasing the number of warehouse locations decreases the average outbound distance to the customer and makes outbound transportation distance a smaller fraction of the total distance travelled by the product.  Thus, as long as inbound transportation economies of scale are maintained, increasing the number of facilities decreases total transportation cost. https://www.facebook.com/ialwaysthink prettythings
  • 11. Relationship between Number of Facilities and Transportation Cost Transportation Cost Number of facilities https://www.facebook.com/ialwaysthink prettythings
  • 12.  If the number of facilities is increased to a point where inbound lot sizes are also very small and result in a significant loss of economies of scale in inbound transportation, increasing the number of facilities increases total transportation cost.  Facility costs decrease as the number of facilities is reduced.  Total logistics costs are the sum of inventory, transportation and facility costs for a supply chain network. As the number of facilities increases, total logistics costs first decrease and then increase. Each firm should have at least the number of facilities that minimize total logistics costs. As a firm wants to reduce the response time to its customers further, it may have to increase the number of facilities beyond the point that minimizes logistics costs. A firm should add facilities beyond the cost-minimizing point only if managers are confident that the increase in revenues because of better responsiveness is greater than the increase in costs because of the additional facilities. https://www.facebook.com/ialwaysthink prettythings
  • 13. Relationship between Number of Facilities and Facility Cost Facility Cost Number of Facilities https://www.facebook.com/ialwaysthink prettythings
  • 14. Variation in Logistics Cost and Response time with Number of Facilities Response Time Total Logistics Cost Number of Facilities https://www.facebook.com/ialwaysthink prettythings
  • 15. Design Options for a Distribution Network  Manufacturer storage with direct shipping – Product is shipped directly from the manufacturer to the end customer, bypassing the retailer ( who takes the order and initiates the delivery request). This option is also referred to as drop shipping, with product delivered directly from the manufacturer to the customer. It is best suited for a large variety of low-demand, high-value items for which customers are willing to wait for delivery and accept several partial shipments. https://www.facebook.com/ialwaysthink prettythings
  • 16. Manufacturer Storage with Direct Shipping (Drop Shipping) Mfr Retailer Customer Product Flow https://www.facebook.com/ialwaysthink Information prettythings
  • 17. Performance Characteristics of Manufacturer Storage with Direct Shipping Network Cost Factor Performance Inventory Lower costs because of aggregation. Benefits of aggregation are highest for low demand, high value items. Benefits are very large if product customization can be postponed ate manufacturer. Transportatio Higher transportation costs because of increased n distance and disaggregate shipping. Facilities and Lower facility costs because of aggregation. Some handling saving on handling costs if manufacturer can manage small shipments or ship from production line. Information Significant investment in information infrastructure to integrate manufacturer and retailer. https://www.facebook.com/ialwaysthink prettythings
  • 18. Service Factor Performance Response Time Long response time of one to two weeks because of increased distance and two stages for order processing. Response time may vary by product, thus complicating receiving. Product Variety Easy to provide a very high level of variety. Product Availability Easy to provide a high level of product availability because of aggregation at manufacturer. Customer Experience Good in terms of home delivery but can suffer if order from several manufacturers is sent as partial shipments. Time to market Fast, with the product available as soon as the first unit is produced. Order visibility More difficult but also more important from a customer service perspective. Returnability Expensive and difficult to implement. https://www.facebook.com/ialwaysthink prettythings
  • 19.  Manufacturer storage with direct shipping and in-transit merge –Unlike pure drop- shipping, under which each product in the order is sent directly from its manufacturer to the end customer, in-transit merge combines pieces of the order coming from different locations so that the customer gets a single delivery.  For eg, when a customer orders a PC from Dell along with a Sony monitor, the package carrier picks up the PC from the Dell factory and the monitor from the Sony factory; it then merges the two together at a hub before making a single delivery to the customer.  It is best suited for low-to medium demand, high value items the retailer is sourcing from a limited number of manufacturers. https://www.facebook.com/ialwaysthink prettythings
  • 20. In-transit merge Net work Factorie s In-transit merge Retailer By Carrier Customers Customer s Product Flow https://www.facebook.com/ialwaysthink Information Flow prettythings
  • 21. Performance Characteristics of In-Transit Merge Cost Factor Performance Inventory Similar to drop shipping. Transportation Somewhat lower transportation costs than drop shipping. Facilities and Handling costs higher than drop shipping at handling carrier; receiving costs lower at customer. Information Investment is somewhat higher than for drop shipping. Service Factor Performance Response Time Similar to drop-shipping; may be marginally higher. Product variety Similar to drop shipping. Product Availability Similar to drop-shipping. Customer Better than drop-shipping because a single order experience has to be received. Time to market Similar to drop-shipping. Order visibility Similar to drop-shipping. https://www.facebook.com/ialwaysthink prettythings Returnability Similar to drop-shipping.
  • 22. Distributor Storage with Carrier Delivery – Under this option, inventory is not held by manufacturers at the factories but is held by distributors/ retailers in intermediate warehouses, and package carriers are used to transport products from the intermediate location to the final customer. It is well suited for medium- to-fast moving items. It also makes sense when customers want delivery faster than is offered by manufacturer storage but do not need it immediately. https://www.facebook.com/ialwaysthink prettythings
  • 23. Distributor Storage with Carrier Delivery Factorie s Distributor Storage Customer s Product Flow Information Flow https://www.facebook.com/ialwaysthink prettythings
  • 24. Performance Characteristics of Distributor storage with Carrier Delivery Cost Factor Performance Inventory Higher than manufacturer storage. Difference is not large for faster- moving items. Transportation Lower than manufacturer storage. Reduction is highest for faster- moving items. Facilities and Somewhat higher than manufacturer storage. The difference can be handling large for very slow-moving items. Information Simpler infrastructure compared to manufacturer storage. Service Factor Performance Response Time Faster than manufacturer storage. Product variety Lower than manufacturer storage. Product Higher cost to provide the same level of availability as manufacturer availability storage. Customer Better than manufacturer storage with drop-shipping. experience Time to market Higher than manufacturer storage. Order visibility Easier than manufacturer storage. https://www.facebook.com/ialwaysthink Returnability Easier than manufacturer storage prettythings
  • 25.  Distributor Storage with Last-Mile Delivery- Last-mile delivery refers to the distributor/retailer delivering the product to the customer’s home instead of using a package carrier.  In areas with high labor costs, it is very hard to justify distributor storage with last mile delivery on the basis of efficiency or improved margin. It can only be justified if there is a large enough customer segment willing to pay for this convenience.  An effort should be made to couple last- mile delivery with an existing distribution network to exploit economies of scale and improve utilization. https://www.facebook.com/ialwaysthink prettythings
  • 26. Distributor Storage with Last-Mile Delivery Factories Distributor/ Retailer Warehouse Product Flow Customers Information Flow https://www.facebook.com/ialwaysthink prettythings
  • 27. Performance Characteristics of Distributor Storage with Last-Mile Delivery Cost Factor Performance Inventory Higher than distributor storage with package carrier delivery. Transportation Very high cost given minimal scale economies. Higher than any other distribution option. Facilities and handling Facility costs higher than manufacturer storage or distributor storage with package carrier delivery, but lower than a chain of retail stores. Information Similar to distributor storage with package carrier delivery. https://www.facebook.com/ialwaysthink prettythings
  • 28. Service factor Performance Response time Very quick. Same day to next-day delivery. Product variety Somewhat less than distributor storage with package carrier delivery but larger than retail stores. Product availability More expensive to provide availability than any other option except retail stores. Customer experience Very good, particularly for bulky items. Time to market Slightly higher than distributor storage with package carrier delivery. Order traceability Less of an issue and easier to implement than manufacturer storage or distributor storage with package carrier delivery. Returnability Easier to implement than other options. Harder and more expensive than a retail network. https://www.facebook.com/ialwaysthink prettythings
  • 29. Manufacturer or Distributor Storage with Customer Pickup – Inventory is stored at the manufacturer or distributor warehouse but customers place their orders online or on the phone and then travel to designated pickup points to collect their merchandise. Orders are shipped from the storage site to the pickup points as needed. Such a network is likely to be most effective if existing locations such as coffee shops, convenience stores, or grocery stores are used as pickup sites, because this type of network improves the economies from existing infrastructure. https://www.facebook.com/ialwaysthink prettythings
  • 30. Manufacturer or Distributor Warehouse Storage with Consumer Pickup Customer Flow Information Product Flow Factories Flow Retailer Cross-Dock DC Pickup Sites Customers https://www.facebook.com/ialwaysthink prettythings
  • 31. Performance Characteristics of Network with Consumer Pickup sites Cost Factor Performance Inventory Can match any other option, depending on the location of inventory. Transportation Lower than the use of package carriers, especially if using an existing delivery network. Facilities and handling Facility costs can be very high if new facilities have to be built. Costs are lower if existing facilities are used. The increase in handling cost at the pickup site can be significant. Information Significant investment in infrastructure required. https://www.facebook.com/ialwaysthink prettythings
  • 32. Service Factor Performance Response time Similar to package carrier delivery with manufacturer or distributor storage. Same day delivery possible for items stored locally at pick-up sites. Product variety Similar to other manufacturer or distributor storage options. Product availability Similar to other manufacturer or distributor storage options. Customer experience Lower than other options because of the lack of home delivery. In areas with high density of population, loss of convenience may be small. Time to market Similar to manufacturer storage options. Order visibility Difficult but essential. Returnability Somewhat easier given that pickup location can handle returns. https://www.facebook.com/ialwaysthink prettythings
  • 33. Retailer storage with Customer Pickup – Inventory is stored locally at retail stores. Customers walk into the retail store or place an order online or by phone and pick it up at the retail store. It is best suited for fast-moving items or items for which customers value rapid response. https://www.facebook.com/ialwaysthink prettythings
  • 34. Performance Characteristics of Local storage at Consumer Pickup sites Cost Factor Performance Inventory Higher than all other options. Transportation Lower than all other options. Facilities and Higher than other options. The increase in handling cost at pickup handling site can be significant for online and phone orders. Information Some investment in infrastructure required for online and phone orders. Service Factor Performance Response time Same-day pickup possible for items stored locally at pickup site. Product variety Lower than all other options. Product More expensive to provide than all other options. availability Customer Related to whether shopping is viewed as a positive or negative experience experience by customer. Time to market Highest among distribution options. Order visibility Trivial for in-store orders. Difficult, but essential, for online & phone https://www.facebook.com/ialwaysthink orders. prettythings
  • 35. E-Business and the Distribution Network Impact of E-Business on Customer Service  Response time to customers- In selling physical products that cannot be downloaded, an e-business without a physical retail outlet takes longer to fulfill a customer request than a retail store because of the shipping time involved. There is no such delay, however, for products that can be downloaded like a mutual fund prospectus or music.  Product Variety – An e-business finds it easier to offer a large selection of products than a bricks-and-mortar store. Offering the same selection at a retail store would require a huge location with a correspondingly large amount of inventory. https://www.facebook.com/ialwaysthink prettythings
  • 36. Product availability – An e-business can greatly increase the speed with which information on customer demand is disseminated throughout the supply chain, giving rise to more accurate forecasts. These improved forecasts and the more accurate view of customer demand leads to a better match between supply and demand.  Customer Experience – An e-business affects customer experience in terms of access, customization and convenience. Unlike most retail stores that are open only during business hours, an e-business allows access to customers who may not be able to place orders during regular business hours. An e-business allows a firm to access customers who are geographically distant. Firms that focus on mass customization can use the Internet to help customers select a product that suits their needs. On internet, customers have the ease of not needing to leave home or work to make a purchase. https://www.facebook.com/ialwaysthink prettythings
  • 37. Faster time to market – A firm can use e-business to introduce new products much more quickly than a firm that uses physical channels. A firm that sells PCs through physical cannels must produce enough units to stock the shelves at its distributors and retailers before it starts to see revenue from the new product. An e- business in contrast, introduces a new product by making it available on the website- a distribution lag to fill the retail store is not present.  Order Visibility – The internet makes it possible to provide visibility of order status, which is very crucial in online order as it has no physical equivalent to a customer shopping.  Returnability - It is harder with online orders, which typically arrive from a centralized location. The proportion of returns is also likely to be much higher for online orders because the customers are unable to touch and feel the product before their purchase. https://www.facebook.com/ialwaysthink prettythings
  • 38. Direct Sales to Customers – An e-business allows manufacturers and other members of the supply chain that do not have direct contact with customers in traditional channels to enhance revenues by bypassing intermediaries and selling directly to customers, thereby collecting the intermediary’s incremental revenue.  Flexible Pricing, Product Portfolio and Promotions – An e-business can easily alter prices by changing one entry in the database linked to its website. This ability allows an e-business to maximize revenues by setting prices based on current inventories and demand. For eg, the airlines make last-minute, low cost fares available on the Web on routes with unsold seats. Can easily alter the product portfolio that it offers as well as the promotions it is running.  Efficient Funds Transfer – An e-business can enhance revenues by speeding up collection. https://www.facebook.com/ialwaysthink prettythings
  • 39. Impact of e-business on cost  Inventory – An e-business can lower inventory levels and inventory cost by improving supply chain coordination and creating a better match between supply and demand. Additionally, e-business enables a firm to aggregate inventories far from customers if most customers are willing to wait for delivery of online orders.  Facilities – Two basic types of facilities costs must be included in the analysis: costs related to the number and location of facilities in a network, and costs associated with the operations that take place in these facilities. An e-business can reduce network facility costs by centralizing operations, thereby decreasing the number of facilities required. With regard to ongoing operating costs, customer participation in selection and order placement allows an e-business to lower its resource costs. https://www.facebook.com/ialwaysthink prettythings
  • 40. Transportation – If a firm can put its product in a form that can be downloaded, the internet will allow it to save on the cost and time for delivery. For eg, downloadable music and software offer an opportunity to eliminate all costs associated with transporting CDs. For nondigital products, aggregating inventories increases outbound transportation relative to inbound transportation.  Information – An e-business can share demand information throughout its supply chain to improve visibility. The internet may also be used to share planning and forecasting information within the supply chain, further improving coordination. This helps reduce overall supply chain costs and better match supply and demand. https://www.facebook.com/ialwaysthink prettythings
  • 41. Distribution Networks in Practice  The ownership structure of the distribution network can have as big an impact as the type of distribution network – Distribution networks that have exactly the same physical flow but different ownership structures can have vastly different performance. For eg, a manufacturer that owns its distribution network can control the network’s actions. However, if the manufacturer does not own the distribution network, a wide variety of issues need to be taken into account to optimize over the network.  The choice of a distribution network has very long term consequences – The structure of the distribution network is one of the most difficult decisions to change. The impact often lasts for decades, amplifying the importance of the choice. For eg, In the early days, PC manufacturers sold through independent distributors and retailers. Dell’s emergence was a clear example of how the direct model was often superior to the traditional model. Other PC manufacturers, such as HP, made forays into selling PCs directly. However, their existing distribution channels reacted quite negatively to this- as it would cannibalize their business. https://www.facebook.com/ialwaysthink prettythings
  • 42. Consider whether an exclusive distribution strategy is advantageous – A manufacturer of consumer electronics such as Sony could choose to have relationships with many distributors such as eZone, Spar etc. In this case, Sony would be interested in increasing the availability of its products to customers and would certainly not mind if its distributors competed with each other to sell Sony products to customers.  Product price, commoditization, and criticality affect the type of distribution system preferred by customers – Interactions between a buyer and a seller take time and resources. Many buyers would like to establish a relationship with a single enterprise that can deliver a full line of products. This can be accomplished by a manufacturer with a broad line of products. However, this is often accomplished more effectively by a distributor carrying products from many manufacturers. https://www.facebook.com/ialwaysthink prettythings
  • 43. Integrate the Internet with the existing physical network – To extract maximum benefit from e- businesses, firms should integrate it with their existing supply chain networks. Separating the two networks often results in inefficiencies within the supply chain. This coupling of e-business with the existing physical network has been referred to as clicks-and-mortar. For eg. Placing order online and collecting goods from the physical store. https://www.facebook.com/ialwaysthink prettythings
  • 44. The Role of Network Design in the Supply Chain  Facility role – What role should each facility play? What processes are performed at each facility?  Facility location – Where should facilities be located?  Capacity allocation – How much capacity should be allocated to each facility?  Market and supply allocation – What markets should each facility serve? Which supply sources should feed each facility? https://www.facebook.com/ialwaysthink prettythings
  • 45. Factors influencing Network Design Decisions  Strategic Factors – A firm’s competitive strategy has a significant impact on network design decisions within the supply chain. Firms that focus on cost leadership tend to find the lowest cost location for their manufacturing facilities, even if that means locating very far from the markets they serve. Firms that focus on responsiveness tend to locate facilities closer to the market and may select a high-cost location if this choice allows the firm to react quickly to changing market needs. https://www.facebook.com/ialwaysthink prettythings
  • 46. Classification of possible strategic roles for various facilities:  Offshore facility: low-cost facility for export production –Serves the role of being a low-cost supply source for markets located outside the country where the facility is located.  Source facility: low-cost facility for global production – Often a primary source of product for the entire global network.  Server facility: regional production facility – Objective is to supply the market where it is located. A server facility is built because of tax incentives, tariff barriers or high logistics cost to supply the region from elsewhere. For eg. Suzuki got into tie up with Maruti and establish a manufacturing unit in India to serve Indian market. https://www.facebook.com/ialwaysthink prettythings
  • 47. Contributor facility: regional production facility with development skills –Serves the market where it is located but also assumes responsibility for product customization, process improvements, product modifications or product development.  Outpost facility: regional production facility built to gain local skills – Located primarily to obtain access to knowledge or skills that may exist within a certain region.  Lead facility: facility that leads in development and process technologies – Creates new products, processes and technologies for the entire network. https://www.facebook.com/ialwaysthink prettythings
  • 48.  Technological factors – If production technology displays significant economies of scale, a few high-capacity locations are most effective. If facilities have lower fixed costs, many local facilities are preferred because this helps lower transportation costs. If the fixed cost of setting up facility is high, few facility location is a feasible option but if setting up fixed cost is low, more number of facilities should be established.  Macroeconomic Factors Tariffs and Tax Incentives – Tariffs refer to any duties that must be paid when product and/or equipment are moved across international, state, or city boundaries. If a country has very high tariffs, companies either do not serve the local market or set up manufacturing plants within the country to save on duties. Tax incentives are a reduction in tariffs or taxes that countries, states and cities often provide to encourage firms to locate their facilities in specific areas. Trade Blocs like SAARC, BRIC, European Union are formed in order to promote trade amongst the member countries. Developing countries often create Special Economic Zones in which duties and tariffs are relaxed as long as production is used primarily for export. https://www.facebook.com/ialwaysthink prettythings
  • 49. Exchange Rate and Demand Risk – Fluctuations in exchange rates are common and have a significant impact on the profits of any supply chain serving global markets. A firm that sells its product in the United States with production in India is exposed to the risk of appreciation of the rupee. Companies must also take into account fluctuations in demand caused by changes in the economies of different countries. For eg. Firms with little production flexibility experienced unutilized capacity in Indian plants when Indian economies slowed down between 2008 and 2009. Firms with greater flexibility in their manufacturing facilities were able to use the extra capacity in their Indian plants to meet the needs of other countries where demand was high. https://www.facebook.com/ialwaysthink prettythings
  • 50.  Political factors – Companies prefer to locate facilities in politically stable countries where the rules of commerce and ownership are well defined. Countries with independent and clear legal systems allow firms to feel that they have recourse in the courts should they need it.  Infrastructure Factors – Key infrastructure elements to be considered during network design include availability of sites, labor availability, proximity to transportation terminals, rail service, proximity to airports and seaports, highway access, congestion and local https://www.facebook.com/ialwaysthink prettythings
  • 51. Competitive Factors – Companies must consider competitor’s strategy, size and location when designing their supply chain networks. Positive externalities are instances where the collocation of multiple firms benefits all of them. It leads to competitors locating close to each other. For eg, gas stations and retail stores tend to locate close to each other because doing so increases the overall demand, thus benefiting all parties. In malls, retailers are located close to each other, thus providing convenience to the customers and benefitted themselves by increase in https://www.facebook.com/ialwaysthink sales. prettythings
  • 52. Frame work for Network design Decisions Competitive Strategy Phase 1 Global Competition Internal Constraints SC Strategy Capital, Growth Strategy Tariffs & Tax Production Phase Incentives Technologies Cost, 2 scale/scope impact Reg Regional Demand Competitive Facility Size, growth, Environment Conifig homogeneity Phase Political, Exchange Aggregate Factors 3 Rate and Demand and Logistic s costs Desirabl e sites Risk Available Infra Production Methods structure Factor costs Phase 4 Logistics Cost Locatio n https://www.facebook.com/ialwaysthink Choice prettythings
  • 53. Framework for Network Design Decisions  Phase I: Design a Supply Chain Strategy – Starts with a clear definition of the firm’s competitive strategy as the set of customer needs that the supply chain aims to satisfy. Managers must forecast the likely evolution of global competition and whether competitors in each market will be local or global players. Constraints on available capital and whether growth will be accomplished by acquiring existing facilities, building new facilities or partnering. https://www.facebook.com/ialwaysthink prettythings
  • 54. Phase II: Define the Regional Facility Configuration –Forecast of the demand by country. Include a measure of the size of the demand as well as a determination of whether the customer requirements are homogenous or variable across different countries. Homogenous requirements favor large consolidated facilities whereas requirements that vary across countries favor smaller, localized facilities. If economies of scale are significant in reducing costs, it may be better to have few facilities serving many markets. If economies of scale are not significant , it may be better for each market to have its own facility. They must identify demand risk, exchange rate risk, political risk, tax incentives and regional tariffs for local production. They must also decide whether a facility needs to be located close to or far from a competitor’s facility. https://www.facebook.com/ialwaysthink prettythings
  • 55.  Phase III: Select a Set of Desirable Potential Sites – Hard infrastructure requirements include the availability of suppliers, transportation services, communication, utilities and warehousing infrastructure. Soft infrastructure facilities include the availability of skilled workforce, workforce turnover and the community receptivity to business and industry.  Phase IV: Location Choices – Maximize total profits taking into account the expected margin and demand in each market, various logistics and facility costs, and the taxes and tariffs at https://www.facebook.com/ialwaysthink prettythings
  • 56. Cost Minimization Model Data Needed: Plant Data: Capacity, Fixed Cost, Unit variable production cost. Market data : Quarterly Demand, Price per unit. Transportation Cost from one plant to another market. M = No. of plants; let i = 1,…,m N = No. of markets; let j = 1,…., n Dem j = Quarterly demand at market j Cap i = Quarterly production capacity at plant i. Cost ij = Cost of producing and transporting one unit from plant I to market j Fcost i = Fixed cost of facility I Quant ij = Quantity shipped from plant i to market j Objective function will be : Minimize ∑ Cost ij x Quant ij Constraints : Quant ij = Dem j Quant ij ≤ Cap I Quant ij ≥ 0 https://www.facebook.com/ialwaysthink prettythings
  • 57. Profit Maximization Model Gross Profit = Revenue – VC Net Profit = Gross Profit – Fixed Cost Objective Function: Maximize ∑ Price j x Quant ij - ∑ Cost ij x Quant ij Constraints : Quant ij ≤ Dem j Quant ij ≤ Cap i Quant ij ≥ 0 https://www.facebook.com/ialwaysthink prettythings
  • 58. Thank You https://www.facebook.com/ialwaysthink prettythings