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*1
PhD Scholar, PAHER University, Udaipur, India
2
Assistant Professor, PAHER University, Udaipur, India
3
Assistant Professor, MANIT, Bhopal, India
4
Assistant Professor, Junagadh Agricultural University, Amreli, India
*1
Email:jagdeepscm@gmail.com, 2Email:jainapurva90aj@gmail.com,
3
Email:gyanbhu@gmail.com,4Email:mamta.kumarti27@gmail.com,
Abstract
Currently, automotive industry is passing through a turmoil which consists of automobile and
auto-components manufacturers. It was grown very fast after liberalization not only in terms of
production capacity but also adoption of best supply chain practices. Currently, automotive
industry is passing through a serious crisis after a very long time due to global slowdown and
supply & demand mismatch within India. Industry has seen a lack in demand since many
quarters and recently, in August 2019, CV sales dropped by 39 per cent, PVs by 32 per cent and
two-wheelers by 22 per cent. Automotive Mission Plan (AMP-2016-26) says that India could
stand first in the world in production/sale of small cars, two-wheelers, three-wheelers, tractors,
and buses, 3rd in passenger vehicles and heavy trucks. Currently, automotive industry contributes
about 7.5 per cent in country’s GDP while AMP (2016-26) has a vision to make it 12 per cent by
2026. This study focuses on the key performance indicators (KPIs), current challenges, risks
associated with automotive supply chains & its management, and proposing the possible
solutions based on the reviews. To achieve 12 per cent contribution in GDP from Auto sector, it
needs to reduce overall supply chains cost, bring in efficiency in the current supply chain
processes and improve visibility, collaboration, Innovation and use of modern Information &
Communication Technologies (ICTs) quickly across the automotive supply chain ecosystem. It
also requires a comprehensive monitoring & control on supply chains, risks and KPIs related to
individual businesses.
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Keywords: Supply Chain, Supply Chain Management, Auto, Automotive Industry, Automobile,
KPIs, Supply Chain Risks, ICT
INTRODUCTION
According to Wikipedia, the first imported car ran on Indian road in 1897 and continues import
of cars until 1930 which was in small numbers. A developing ‘automotive industry’ emerged in
1940s with launch of Hindustan Motors in 1942 and a long-time competitor Premier in 1944.
After that many automobile companies established what we could see today. Automotive
industry (automobile and auto-components) has grown at a fast pace in India. The penetration of
passenger cars per 1000 person in Maharashtra, Delhi, and Gujarat is at 29, 98, 35 respectively
compared with India’s average of 21 (ET, 2018). It shows that there is a huge potential in long
term for automobile industry in India. Current situation is not good for automotive industry as
auto industry feels a downturn and it is continuing for 9 consecutive months in almost all
segments. Automotive industry produced a total 1.2 crore vehicles including Passenger Vehicles,
Commercial Vehicles, Three Wheelers, Two Wheelers and Quadricycle in April-August 2019 as
against 1.37 crore in the same period last year which shows a negative growth of 12.25 percent
(Siamindia, 2019).
Automobile demand has been decreased due to huge job cuts in automobile and other industries
due to demonetization as well as GST implementation (Charumathi et al., 2019). Also, there is
no growth in jobs while lay-offs happened in recent past and continues. Everyone witnessed that
BJP had promised during 2014 campaigns to provide 2 crore jobs per year but could not be
achieved and hence due to lack of earnings, upper middle class & middle class which
contributes much more in purchasing of two wheelers and low & medium range cars, could not
contribute in last many quarters. It seems that demand & supply mismatch will continue for few
more quarters except Diwali sales in October 2019.
According to Jenatabadi (2015) Organizational performance can be defined as “a set of financial
and nonfinancial indicators which offer information on the degree of achievement of objectives
and results.” Company’s profit largely depends on its supply chain management and the supply
chain management is a valid path to reinforce the enterprise’s competition (Li and Xie, 2009). It
is seen that supply chain can easy influenced by unwanted factors, both from the outside
environment and from the entities in the chain (Cunlu and Peiqing, 2006). Selective KPIs also
play an important role in organizational performance. According to Wang, Heng and Chau
(2007), performance indicators support supply chain management (SCM) goals and provides
useful information on long-term decisions. Supply chain related key performance indicators are
important tools for monitoring and improving the supply chain performance to gain competitive
advantage (Taylor, 2004).
There has been a no. of studies conducted on supply chain management in automobile industry
however there are multiple challenges faced by Indian automotive industry including
components. This is a review paper attempts to understand the current situation of automotive
supply chain and how it is being managed under demand constraints and what are ‘supply
risks’(Sasha et. al., 2013) associated with it and finally proposing a suitable solution.
Figure-1
Source: Singh, J., Sarupria, A., Kushwaha, G. S., & Kumari, M. (2019). Supply Chain Management Practices in
Automobile Industry in India: ICT perspective. International Journal of Management, Technology And Engineering,
9(6), 4303-4314
The term supply chain is very new comparatively if we talk about the evolution of cars from
imports until manufacturing begins in India in 1940s. Supply chain management was coined by
Keith Oliver in 1982 first time. However, the concept of a supply chain in management was of
great importance long before, in the early 20th century, especially with the creation of the
assembly line. Six major movements can be observed in the evolution of supply chain
management studies: Creation, Integration, and Globalization (Movahedi et al., 2009),
Specialization Phases One and Two, and SCM 2.0. Supply chain has got evolved in 1990s and
adopted fully by all organizations in the just beginning of the 21st century. Now, automotive
supply chain is considered to be complex and sets the roadmap for other fields in the area of
product and production management. More complex the interactions and the tighter coupled the
supply chains; the more prone the supply chain is to unpredicted, unpleasant events (Wagner and Bode,
2006). Likewise, supply chain disruptions can have significant impact on a company’s ‘short term’
performance and ‘long term’ financial performance (Tang, 2006).
CURRENT SITUATION OF AUTOMOTIVE SUPPLY CHAIN MANAGEMENT IN
INDIA
Automotive industry is passing through a serious crisis after a very long time due to global
slowdown and supply & demand mismatch within India. Industry has seen a lack in demand
since many quarters and recently, in August 2019, CV sales dropped by 39 per cent, PVs by 32
per cent and two-wheelers by 22 per cent. Automotive Mission Plan (AMP-2016-26) says that
India could stand first in the world in production/sale of small cars, two-wheelers, three-
wheelers, tractors, and buses, 3rd in passenger vehicles and heavy trucks. Currently, automotive
industry contributes about 7.5 per cent in country’s GDP while AMP (2016-26) has a vision to
make it 12 per cent by 2026. Supply chain innovations are happening globally and everyone is
talking about Industry 4.0, means 4th revolution in industrialization was already started. This is
the era of technology and innovation not only in automotive but also all across the industries.
FUTURE AUTOMOTIVE SUPPLY CHAIN MANAGEMENT IN INDIA
In the 21st century, changes in the business environment have contributed to the development of
supply chain networks. First, as an outcome of globalization and the propagation of multinational
companies, strategic alliances, joint ventures, and business partnerships, significant success
factors were identified, complementing the earlier "Just-In-Time", Lean Manufacturing and
Agile manufacturing practices. Second, technological changes, particularly the dramatic fall in
information communication costs, which are a significant component of transaction costs, have
led to changes in coordination among the members of the supply chain network (Coase, 1998) .
Same as other industries, cost control is a prime concern which affects the automotive industry.
However due to its global market and logistics visibility positions even higher compared to cost
control. To effectively address cost control challenges, automotive companies may require not
only extra efficient supply chain but also it requires smart supply chain with consist of four
important characters.
Instrumented - Using smart devices and sensors to increase visibility across the supply chain
network, reduce cost, mitigate risk, and manage rising complexity.
Interconnected - Integrating the entire supply chain, to share information, make decision
collaboratively and manage the things in real time.
Smart - Believing more on advanced analytics, simulation and modeling tools to evaluate
increasingly complex and dynamic risks and act on better imminent.
Process Driven – It should rely much on process and very less on people.
Figure-2
There are various KPIs for supply chain managers which help them to monitor and control the
entire supply chain operation and resultantly the bottom-line of an organization. Some of them
are explained below:
Normally, it is measured as the cost of freight per Freight cost per unit =
Freight cost
item or SKU. Efficient supply chain always seeks Total Freight Cost /
per unit
to minimize freight cost per unit. Number of Items
Global climate change concern has put pressure on automotive executives to make the
right decisions in many areas including R&D & manufacturing technologies like BS-VI.
High cost and low profit margins are constant challenges faced by auto-industry
everywhere.
External Challenges
Exchange & interest rates
Environment & safety related etc.
Raw material & energy cost
Competition:
Moving targets - everyone optimizing or restricting
Quickly entering every segment
Global competition (aggressive new entrants worldwide)
Customer:
Segmentation and polarization (based on cost, low vs. premium)
Stabilize demand and price pressure in established markets
Decreasing faithfulness
Industry:
Complex alliances, partnerships, M&As
Global overall capacity
Consolidating ecosystem (dealer groups and suppliers)
Based on these trends, five major challenges are identified in automotive supply chain by the
supply chain executives as below:
1. Supply Chain Visibility
2. Risk Management
3. Cost Containment
4. Globalization
5. Turbulence in Customer Demands
Royal Society (1992) defined risk as ‘the probability that a particular adverse event occurs
during a stated period of time, or results from a particular challenge’. Production risk concerns
any undesired consequences in the production process, such as damage, loss, the possibility of
danger, and injury (Harland et al., 2003). Modern supply chains are more complex and global
than ever before. But that also leaves them open to a wider variety of risks and disruptions.
Supply Chain Risk Management (SCRM) is a process of identifying potential risks of complete
supply chains, analyzing and determining characteristics and sources in order to handle the risks
(Neiger et al., 2009) which could affect market, operational and financial performance. The
modern economy relies on the smooth operation of complex and modern supply chains. The
ability to move materials, components, and finished products in a timely and efficiently has
delivered benefits such as
Reducing the cost of finish products
Improving access to advanced technologies
Opening new markets and new business opportunities for manufacturers.
Yet modern supply chains are also vulnerable. A shift in Domestic, and international trade and
regulatory policies can upset the fundamental economics of established supply chains.
Transportation delays, natural disasters, theft, bad weather, cyber attacks, and unanticipated
quality issues can disrupt cargo flows, creating short-term costs and delivery challenges.
Organizations are normally aware of supply chain risks but due to underestimation of the impact
and lack of knowledge about tools, supply chain managers neglect to implement suitable
instruments (Wu, 2010). Supply chain risks can be divided into two main groups: internal risks
within a company such as machine breakdowns or IT problems and external risks such as natural
disasters or man-made activities. Internal risks generally have higher possibility to occur whereas
external risks generally have a higher impact. Perspectives of risk could be about organizational
buyer behaviors, procurement and supply, purchasing strategy selection, and strategic risk, such
as outsourcing risk, environmental risk and e-business risk (Harland et al., 2003). Few trends that
you should keep eyes in the upcoming years which may check up their implications for your
supply chain network.
EFFECTIVE SOLUTIONS
1. It is the right time to re-examine your supply chain design and related KPIs
The supply chain risk atmosphere is dynamic and continually developing. Risks are
progressively more being called out in companies publicly filed financial statements, and as
supply chains become more strategic & disruptive are turning into board-level issues. It is the
right time to reassess and evaluate your current supply chain design to catch the Industry 4.0 bus
with ultra modern technologies which are the integrated part of the modern supply chain
management (Singh, et. al, 2019). Right KPIs are important to monitor and control the supply
chain operation therefore the KPIs should be reviewed & revised based on the business interests.
Organizations have to introspect and find out their strengths, weaknesses and workout on to
improve. Also, they need to look at other areas like opportunities of businesses and threats from
new entrants like MG motors has made an internet car and has been in demand since opening of
the booking, technology or any other country specific policies like in India, Government is
focused on BS-VI & then BS-VII technology along with electrical vehicles (AMP-2016-26).
Supply network complexity increases the supply chain (Harland et al., 2003). Normally, raw
material prices change is measured the highest risk for the supply chain whereas supplier’s
failure and supplier’s quality problems have the second rank. Thun and Hoenig (2011) suggested
that supplier quality must be treated as the most vital risk since it has both high probability and
high impact. According to Li and Xie (2009), selection of vendors and selection of clients play
the major roles amongst all the factors and awful record of partners is the most outstanding risk
factor. According to (Harland et al., 2003), the current business trends of increasing products &
services complexity, outsourcing, globalization and e-business that have led to more complex,
dynamic supply networks, have resulted in risks shifting around supply networks. To diminish
these risks, strengthen the monitoring mechanism based on the cooperation records may improve
the mutual trust and power communication between business partners.
CONCLUSION
Old ERP system and process may not be good enough in near future. Due to cloud based
technological systems available and hence companies might not require changing their processes
to accommodate the technology. Now days, technology provides flexibility in systems to control
across multiple trading partners. It does not only provide considerable benefit in improving
supply chain performance but also it helps the lowering costs. However, there are major
challenges in managing the scale, scope and complexity of today's automotive supply chain. E-
commerce, Materials Management, and Finished Vehicle Logistics initiatives are influential and
have a considerable impact on supply chain efficiency whether the goal is to reduce in-transit
damage, improve visibility of information, or increase in the velocity of the parts flow & finish
vehicles, guidelines, training and educational / opportunities to understand and effectively reduce
the complexities. Lastly, the supply chain redesign and risks must be monitored and should be
corrected before they get rupture.
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