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Competitive strategy defines the set of customer needs a firm seeks to satisfy
through its products and services
Product development strategy specifies the portfolio of new products that the
company will try to develop
Marketing and sales strategy specifies how the market will be segmented and
product positioned, priced, and promoted
All functional strategies must support one another and the competitive strategy
Number of channels through which Increase because the total customer demand is now
product may be acquired
disaggregated over more channels
increases
Rate of innovation increases
Low Implied
Uncertainty
High Implied
Uncertainty
Product margin
Low
High
10%
40% to 100%
1% to 2%
10% to 40%
0%
10% to 25%
Source: Fischer(1997)
Frequent breakdowns
Increase
Increase
Poor quality
Increase
Increase
Increase
Increase
Responsiveness Spectrum
Ikea: Responsive
Supplier: Efficient
Primary goal
Product design
strategy
Pricing strategy
Manufacturing
strategy
Inventory strategy
Lead-time strategy
Supplier strategy
Later stages
3. Product availability is
crucial to capturing the
market
Minimize local
cost view
Not aligned
across
functions
Intrafunctional
Minimize
functional
cost view
Align all
operations
within the
function
Interfunctional
Maximize
company
profit view
Align
functional
strategies
within the firm
Intercompany
Maximize
supply chain
surplus
Jointly
planning
Agile
Intercompany
Managing in a
changing
environment
Challenges
Increasing product variety and shrinking life cycles
Greater product variety and shorter life cycles increase
uncertainty while reducing the window of opportunity within
which the supply chain can achieve fit
Source: http://ing.dk/artikel/132264-se-platformen-der-skal-standardisere-vw
Challenges
Fragmentation of supply chain ownership
Firms are less vertically integrated
Take advantage of supplier and customer competencies
they did not have
New ownership structure makes aligning and managing
the supply chain more difficult
Aligning all members of a supply chain has become critical
to achieving supply chain fit
Challenges
Changing technology and business environment
Customer needs and technology change may force a firm
to rethink their supply chain strategy
Exercise
http://news.cnet.com/What-Wal-Mart-means-to-Dell/2100-1042_3-6186402.html
Which changes does Dell have to make to its supply chain strategy in order to sell
through Walmart?
Is Dell right in returning to the sale of its computers through retail stores ? why/why
not?