1

SUPPLY CHAIN MANAGEMENT Y LOGÍSTICA

Phase 2 - Unit 1

Group:
228001_3
Daniel Alexander Gómez
Cód.: 1.052.395.360
Jerson Gustavo Velandia
Cód.: 1.093.735.100
Alex Avilez Trujillo
Cód.: 1.082.803.201

Tutor:
Benjamín Pinzón Hoyos

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA UNAD

FACULTY OF BASICS SCIENCES, TECHNOLOGY AND ENGINEERING
SPECIALIZATION IN MANAGEMENT OF LOGISTICS PROCESSES IN
VALUE NETWORKS
26 APRIL, 2019
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Introduction

The present collaborative work is based on the process of Supply Chain Management (SCM) of
the company Ladrillera Casablanca S.A.S. It is dedicated to the manufacture and
commercialization of clay products specialized in design and environment innovations in the
different projects.

One of SCM's main functions is to manage and identify the movement and storage of raw
materials, in-process inputs and finished products from manufacturing to final consumption. It is
where a structural network is configured from the suppliers to the final customer, applying the
different processes according to Lambert.

Comparing the different factors such as the GFCS Strategy, the SCATS MODEL and the John
Gattorna approach identifying the structure of Generic in the Supply Chain or the Value Network
of the company.
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Objectives

Objetive General

Select a Company for the application of the Supply Chain Management.

Objetives Specifics

∙ Analyze the network for the company Ladrillera Casablanca S.A.S describing its processes
according to the global supply chain.
∙ Configure the structural network including the company Focus.
∙ Explain and apply in the company Ladrillera Casablanca S.A.S the 8 processes according
to Lambert.
∙ Conduct the comparison of the strategic approaches of the GFCS, transactional of APICS
SCOR MODEL and the approach of John Gattorna.
∙ Identify the generic configurations of the Ladrillera Casablanca S.A.S company according
to John Gattorna.
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Development of the activity

1. Configure the Structural Network for the company under study. (Diagram that includes Focus
Company, 3 levels of suppliers and 3 levels of clients).
• Identify the members of the Network of the company under study (Customers and suppliers)
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• The structural dimensions of the network of the company under study (Explain horizontal
structure, vertical structure and horizontal position of the company)

The horizontal structure:

The structure is Short to the suppliers and Larga to the customers.

The vertical structure:

It is Broad to the customers and narrow to the suppliers.

The Horizontal Position:

You are prone to the suppliers.

• Example of Types of process links (Managed, Monitored, Not administered and Non-
participant), for the structural network of the company under study (In addition to signaling them
in the diagram they must be explained)

Integrated Administered Processes: Direct contact and permanent in customers and suppliers first
level.

Integrated Monitored Processes: They are the customers first one, plant and the distribution
center puts salt in local sales secondly level that the wholesalers are.

Integrated Non-Administered processes: Supplier Products stationery and Aseo that does not
affect the productive company process

Integrated processes Not Participate: A supplier that also supplies my competition, how can
cause impact in my supplying net of material.
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2. Explain how the 8 strategic processes (according to Lambert) are applied in the company
under study.

PROCESO DESCRIPCIÓN LADRILLERA

CASABLANCA SAS

The CRM in the white house brick is

Customer relationship developed by monitoring the customers,
management

making a tabulation of each of the preferences,

suggestions and providing personalized advice

addressing the concerns, suggestions and

improvement opportunities presented by

customers.

Management with suppliers is developed

through the creation of a database with each of

the suppliers with which the established

delivery times, commercial agreements, rut,

Supplier relationship management
nit, and general information are established. It

is also established that the company Ladrillera

Casablanca to generate trust with its suppliers

pay in a timely manner the established

obligations, generating trust and support to its

suppliers.

The client's management is developed

through the support of pop material,

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exhibitions presenting the client with new

options such as promotions so that companies

Customer service management can capitalize, developing exclusive products

fulfilling the needs that customers present to

distributors.

The management of the demand arises by

Demand management means of the precise tracking of the historical

of the demand of each one of the products, in
this way major productions of the necessary
necessary products are made, also it is sought
to level the demand by means of offers in the
products with minor rotation but necessary in
the process.

In order to comply with the orders of our

clients in the right time, Ladrillera Casablanca

has inventories in which minimum stocks are

established. The steps to be able to deliver the

Order fulfilment orders are authorization of the purchase order,

coordination of transport to the destination

site, shipping of the products, billing of the

product to the customer, tracking the transport

of the products until delivery to the customer,

verification of compliance of product delivery

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To start the manufacturing flow, weekly

programming is carried out in which the

inventory of products and the orders of the

clients are taken into account, subsequently the

Manufacturing flow management
products to be produced are generated and in

turn the need for raw materials and supplies is

generated. verifies the availability of

machinery, personal program, preventive

maintenance is planned and purchase orders

are made to maintain minimum inventory

levels; due to the high demand for inputs that

the industry requires, it must have minimum

inputs for a month to avoid stops due to lack of

these.

The department responsible for the

development of new products is the area of
innovation and development who every day
Product development and
commercialization create new products looking for new forms,
textures, development of new materials which
are carried out with the support of suppliers,
once these products are developed performs a
market evaluation with the highest trust
clients. The commercialization of these
products is carried out through the launching
in the most important fairs of the construction
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and also through the support of the distributors

with campaigns and exhibitions.

The return policy is handled with customers

Returns management
who express the concerns presented by the
material, they are evaluated by the quality
control area, the traceability of the product is
reviewed, if necessary, a representative sample
of the products is requested from the clients.
products with which concerns are presented.
And to these are made trade agreements which
can be discounts if the failure in the product is
tolerable; and if the failure is serious or is
outside the stipulated in the specifications of
the products, the product is collected with the
same trucks that deliver the product. For this
procedure there is a time no longer than 5
business days after the assessment of the
concern and that it is communicated to the
client.

3. Comparative table where the main approaches in Supply Chain Management are presented as
follows:
a. The strategic focus of the GSCF,
b. The transactional approach of APICS SCOR MODEL,
c. The approach of John Gattorna (Dynamic Supply Chain).
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GSCF
APICS SCOR MODEL DYNAMIC SUPPLY CHAIN

(Strategic approach) (Transactional approach) (Approach by John Gattorna)

The approach of the GSCF, This type of approach related John Gattorna is the main figure

offers a methodology focused to the activities of the company that represents this approach, this

on the strategy in the good deal with the processes of the main Australian is one of the experts in

with the clients, and in which managements of the same, and supply chain, recognized worldwide,

the relationship between the locks them in 6 fundamental

subject that provides the service processes. Within the development of his

and the clients is correct and - Plan literary conceptualization, his first

successful. Companies today do - Source book highlights:

not give much importance to - Do "You have to forget the vertical

this aspect, and this approach - Deliver vision and the specialization, they are

highlights the importance in - To return like straitjackets," explains Gattorna.

knowing the degree of customer - Enable.

satisfaction, with the services And based on the above, it can be

provided by the company. These aspects are the basis for inferred that Gattorna defines the

the development of the process. logistics chain in general as

something integral and dynamic,

Once the company makes
Unlike the strategic approach since dynamism opens doors for
this type of follow-up, in the
(GSCF), the SCORE MODEL changes, and not for a strict and
relationship with its customers,
approach focuses its purpose on closed model, as is generally known.
it has the option of choosing its

key customers, knowing their

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needs closely, and identifying the supply chain and not the Well, contemplate that a company

what this type of client supply chain. must be

represents for the company. very careful in the segmentation of

For its ease and practicality, the market, the clients you want to

this is a very common model reach, and if you can adequately

In the same way, this
applied in national and understand the importance of such
strategic approach can be
international companies, whose management, you will take the
known as a process that
economic activity is the company to a successful business
manages or monitors customer
production or marketing of goods logistics.
service, which, as we said
or services, which have supply
earlier, will allow us to know
chains within their work areas. Gattorna is also credited with the
what the client needs, what he
concept of alignment, in relation to
expects from the company, and
A characteristic of the the market and the choices of
also to know what the image is.
approach is the practicality in customers, through the possibility of
has the company.
terms of communication with segmenting a market.

customers, the information

The information obtained provided may be more extensive, Highlighting the segmentation as

through this approach is very according to what they need, the opportunity of success at the reach

valuable, because if the which is generally quotes, of the hands of any employer, of

customer's need is known, a transactions, types of payment, course you must also have

more accurate order handling transactions, transportation, professionals in the area of marketing

always looking for as main and business administration, who

know very well the segmentation area

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can be given, offering a wider purpose to satisfy the need that so that supply management and sale is

availability of the products. the customer demands. more secure.

The approach then proposes

Since the main interest of the Based on the above, the
this type of tools, such as real-
SCORE approach is the supply relationship between the company
time information on products
chain, this becomes a very useful and the client is the tangible
and availability for those clients
tool and strategy to have a opportunity to achieve the proposed
that have already been analyzed
broader vision of all the objectives in an adequate manner,
and are key customers. Which
processes of the company, achieving a fine and adequate
on top of providing an excellent
managing to measure the "alignment with customers and
service, provides an added
performance of all its areas of suppliers".
value that is, the confidence and
work, based on the proposed Nowadays the companies are very
security that this type of
objectives. Having the important, a very dedicated and
information will give the client.
opportunity to analyze, measure, special customer service. For

and thus establish weaknesses, example, call centers are often an

This type of tools can be a strengths, opportunities and option to decongest and give prompt
very useful tool in the field of threats. And based on this attention, but the truth is that there is

marketing, information, prioritize those not even a personal contact that

needs for urgent change or allows the client the security of

improvement in any of the requesting something, or giving a

It is important that the
processes. complaint in the event that this is the
approach proposed here
case.
addresses all the areas of
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operation of the company, This type of approach is also If companies really gave the value

which are: based on operational situations, that customer service has, there would

such as the flow of products and be more prosperous companies that

also information for customers. liquidated.

- Relationship with suppliers

- Trade of products It is necessary to mention that The best organizations in the world

- Return administration. it does not work hand in hand realize that you can design and

with human resources, on the operate the Supply Chains from

- Manufacturing process.
contrary it is a model or approach "outside in!", It must be 180 degrees
The correct management of
that does not take this area into different from the current one, that is:
the mentioned processes
account, because with innovative "from the inside out". Start by re-
provides opportunities for the
and technological processes the segmenting your customers. The way
company, of growth and
human part within the that companies generally do, does not
productivity, which of course
organization becomes less generate any utility in the design of
goes hand in hand with the
fundamental, base to a more Supply Chains (Value Networks).
personnel that is part of the
systematized, practical, and
supply chain management.
technological model that allows

to reach the objectives that the

company has determined as the

This approach considers the
goals to reach.
supply chain, as the main

process for the success of the

company, since it starts from

the relationship with the main

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suppliers, to the final customer.

And everything that is given

during this process is in charge

of the supply chain, hence its

importance.

Based on the above, this

approach has a main base of 3

criteria:

- Structure of the supply

chain network. (The actors

involved in this process are

involved, so the network is

configured)

- Business process of the

supply chain.

- Components of supply

chain management.
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4. According to Gattorna, "Generic Configurations", Identify and explain the generic structure
that, according to the collaborative work group, most identifies the Supply Chain or Value
Network of the company under study.

BRICKMAKER CASABLANCA SAS

Characteristics CONFIGURATION
Cultural Custome Value Leadershi
Emphasis
capacity r service Proposition p

We should The
The The
have the directrix of
Ladrillera company
The culture capacity to the
Casablanca answers to
of production produce organization
search in your their
is focused with faster in should be
productive customers
the order to clear and the
focus are focused
achievement succeed the staff entrusted
Producer managing to on the
of indicators difference in to direct
supply the fulfillment
focused in doing on the should be
needs of the of the needs
quality and market and focused with
customers of a of the
company according to the guidelines
fast and customers of
productivity. the to achieve the
exclusive an opportune
customer's fulfillment of
way. way.
needs. the objectives.
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The

present-day
It is Them Customer
market is
holding the organization is s allow us The people
very
low prices in focused on the achieving of the
competitive
order to be resourceful the organization
for this
able to optimization, development in all his
reason you
achieve to by means of of the levels are
are very
deposit what's the step of organization important
Administrato important to
most shopping, for this very because
r produce a
important on company motive all our objectives
low cost with
the market organization the stocks and the
an added
and and use of the should be customer's
value; The
presenting a human talent focused on satisfaction
difference
Value with the one the allow us
turns out well
Proposition that tells the customers's logar.
if our
added. company. satisfaction.
products are

different.

The The Customer Each The

Developer difference invention and s hope that customer has invention

turns out well development we always his pleasures should be led

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with new in the catch them and by a

products and Ladrillera with preferences department

our innovators Casablanca is innovative for that that the person

developments structured in a products that reason the in charge of

are focused on system with a they allow productive picking up

producing department fulfilling process and improving

different once which their needs should be the worked

textures, was defined he and that they flexible to be out ideas is

characteristics is in charge of are exclusive able to unroll the staff, as

, and easy molding the the products well as for his

installation collaborators' that members'

all ideas, as customers investigation.

well as of require.

investigating

new materials

and

complementar

y products.

The Teamwork Customer Alliances The

Integrator company's all is a corporate s so much are the example of

areas fulfill a value which the inmates solution to be work in team

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very focuses in the like day boys able to be underlies the

important role search of look for that more development

for the group your needs competitive of our

fulfillment of achievements be liked in for this organization

the goals and the idea itself the motive the for this reason

organizational it is not established institution leadership and

objectives. achieving times, the works on union are

small fulfillment in strategic pillars that

individual all the areas alliances with should be

achievements they allow universities, perfectly

but the whole the external companies of structured

gear achieve customer the the sector, from the bases

significant development governmental to the top.

achievements of an organizations

for the growth exemplary .

of the attention to.

organization.
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Conclusions

It is important to know the set of relationships that should exist in any company or company, in
relation to suppliers, customers and the final consumer; These relationships of interdependence are
those that manage to structure the Supply Chain and make the companies arise and maintain a high
level of productive and organizational performance.

The scope of the GSFC model has a greater amplitude than that of the SCOR model. However, the
SCOR model is very useful in view of the need for a more precise, detailed and delimited approach
to the supply chain. For its part, the approach of John Gattorna provides more dynamic tools for
the company to apply and successfully achieve the proposed objectives.

We selected the company in agreement between the companions of the collaborative group
Ladrillera Casablanca SAS. One of SCM's strategic tools as it is the structural company net took
effect., Identifying suppliers and customers from your origin to the end customer.

we identify the generic configurations of the company Ladrillera Casablanca SAS according to
John Gattorna in which you can see the different characteristics that a company must have to
develop in different fields such as: emphasis, customer service, leadership, cultural capacity and
proposal of value; These characteristics allow companies to achieve their goals and establish their
operating policies.
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de http://www.apics.org/docs/default-source/scc-non-

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