Professional Documents
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A Premise
Skills learned in this Supply Chain Management class will be of great use no matter
what path students choose to follow.
The class is developed with the premise that good strategic decisions cannot be made
without access to relevant analytics, and all analytics should be designed to support
decision making.
As a result, students will develop critical thinking, the ability to formulate and analyze
problems, and support their recommendations with analytics that uses data literacy
and computing skills.
Ardavan Asef-Vaziri
Competitive Strategy and Supply Chain Strategic Fit
Competitive Strategy defines the set of customer needs a company seeks to satisfy
through its products and services.
Product Development Strategy. The portfolio of the products that the company
will develop.
Marketing and Sales Strategy. How the market will be segmented, product
positioned, priced, and promoted.
Finance Strategy. Source and use of funds.
Supply Chain Strategy. The nature of in-house and outsourced processes,
procurement, manufacturing or services, distribution, transportation, follow-up
services.
Strategic fit requires that all functions within a firm and stages in the supply chain
target the same goal—one that is consistent with customer needs.
A lack of strategic fit SC surplus SC profitability.
Inventory Information
Pricing Sourcing
Understanding the Trade-offs. Investing more in one lever generally allows the supply
chain to invest less in one or more of the other levers.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 5
Strategic Fit and Levers to Deal With Uncertainty
To achieve strategic fit, a company must first understand the needs of the customers
and the capabilities of all supply sources.
Both the needs and the capabilities should be used to identify the implied
uncertainty that the supply chain must absorb.
Supply chain’s capabilities are defined in terms of efficiency and responsiveness –
efficiency (C-Cost) and differentiation (TQV-Time.Quality.Variety).
Tailoring the supply chain is essential to achieving strategic fit when supplying a
wide variety of customers with many products through different channels.
The implied uncertainty that a supply chain needs to absorb depends on the needs
of the customer segments targeted.
To achieve strategic fit, a supply chain must find the right balance between
investments in the levers to effectively serve the target customer segments.
Decisions are evaluated based on their impact on overall supply chain performance
not a function or a stage supply chain surplus.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 7
Strategy or Design Decisions
Supply chain strategy decisions must support strategic objectives. To maximize
supply chain surplus under competitive strategy constraints.
Long-term, less frequent, and expensive to reverse decisions– must consider market
uncertainty
Strategic Decisions
Outsource supply chain functions
Capacity, location, capital intensity, and flexibility
Production and storage nodes for the product mix
Transportation nodes and links and modes of transportation
Information infrastructure
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 8
Planning Decisions
Supply Chain Planning Decisions are fixed by the Supply Chain Strategy. Maximize
SC surplus under SC strategy constraints.
Starts with demand forecast for the coming year. Must consider demand uncertainty,
exchange rates, and competition over the time horizon in planning decisions
Planning Decisions
Which markets will be supplied from which locations
Inventory policies- cycle, safety, seasonal, and pipeline Inventory
Subcontracting
Timing and size of market promotions
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 9
Supply Chain Operation Decisions
Performs under SC strategy and Planning constraints. The goal is to handle customer
orders as effectively as possible.
Time horizon is from days to minutes.
Operations Decisions
Allocate orders to inventory or production
Set order due dates and delivery schedules
Allocate orders to shipments
Generate pick lists at a warehouse
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 10
Process Views of a Supply Chain- Cycle View & Push/Pull View
Cycle View: The processes are divided into cycles, each performed at the interface
between two successive stages of a supply chain. Each cycle starts with an order
placed by one stage of the supply chain and ends when the order is received from the
supplier stage. They include customer order cycle, replenishment cycle,
manufacturing cycle, and procurement cycle.
Push/Pull View: The processes are divided into two categories. Pull processes are
performed in response to a customer order. Push processes are performed in
anticipation of customer orders. Push to pull may happen at interface of a pair of
cycles where the down steam follows pull and the upstream is on push.
In a push system units are allowed to enter the process independent of current
inventory in process. In a pull system the resource furthest downstream (closest to the
market) is paced by market demand. Pull system provides a more global view of how
supply chain processes relate to customer orders.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 11
Process Views of a Supply Chain- Cycle View & Push/Pull View
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 12
Supply Chain Systems
Customer Relationship Management (CRM)
Internal Supply Chain Management (ISCM)
Supplier Relationship Management (SRM)
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 13
Financial Indices
Ardavan Asef-Vaziri
Financial Measures of Performance
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 15
Supply Chain Drivers and Metrics
Ardavan Asef-Vaziri
SC Decisions & Drivers of SC
Each driver affects the balance between responsiveness and efficiency and the resulting
strategic fit. Thus, it is important for supply chain designers to structure the six drivers
appropriately to achieve strategic fit.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 17
Competition Space and Service Factors
Efficiency
Doing Things Right
Price
Time Variety
Quality
Differentiation
Effectiveness
Doing Right Things
Source: The Council of Supply Chain Management Professionals’ 26thAnnual State of Logistics Report®
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 25
How did Amazon do it?
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 27
Pricing - Key Performance Metrics
The major pricing related decisions include deciding whether the firm will offer (i)
quantity discounts, (ii) everyday low pricing, (iii)prices that vary over time, and (iv) a
fixed price or a menu of prices that vary along some dimension such as response time.
Key Pricing-related Metrics
Profit margin
Average sale price
Average order size
Range of sale price
Range of periodic sales
Days sales outstanding
Incremental fixed cost per order
Incremental variable cost per unit
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 28
Gartner Supply Chain Top 25 (2019)
25% peer opinion, 25% Gartner opinion, 20% ROA, 10% inventory turnover,
10% revenue growth, 10% CSR(Corporate Social Responsibility)
1. Colgate- 5. Cisco
2. Inditex 3. Nestle 4. Pepsico
Palmolive Systems
9.
6. Intel 7. HP Inc 8. J&J 10. Nike
Starbucks
11.
14.
Schneider 12. Diageo 13. Alibaba 15. L’Oreal
WalMart
Electric
20. The
18. Novo 19. Home
16. H&M 17. 3M Coca Cola
Nordisk Depot
Co.
21.
24. Akzo
Samsung 22. BASF 23. Adidas 25. BMW
Nobel
Electronics
DSO 581 Supply Chain Management 29
Gartner Supply Chain Masters 2019
Example of Products:
Ben&Jerry, Sunlight
Ardavan Asef-Vaziri
Why We
Why Only Enough are interested in reducing inventory
Inventory?
Inventory has cost
Physical carrying costs – we need storage and human resources.
Financial costs (opportunity cost) – We could have invested our capital elsewhere
and benefit from it.
Risk of obsolescence due to change in customer preferences, and due to
technological changes.
Inventory covers problems
Even if we produce low quality product, there is enough inventory downstream.
Untrustworthy suppliers, machine breakdowns, long changeover times, too much
scrap do not show up.
Long flow time, Feedback loop is long, not-uniform operations.
10 140
9
120
Inventory Turns
8
Annual Inventory Turns
100
Days of Supply
7
6
80
5
60
4
3 40
Days of Supply
2
20
1
0 0
1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015
Year
Suppose in a non-COVID19 busy day, 20,000 visitors attend Universal Studio. 90% of
visitors take a Transformers 3D rides. On average there are 8 visitor in each car (room).
On average there are 21 cars in use. On average how long a rite takes?
R = 0.9 (20,000) = 18,000 per day
R= 18,000/10 = 1800 per hour
R= 1800/60= 30 per minute.
RT=I 30T = 8(21) T=5.6 mins from start to re-start
30 /hr
I=8 T = 12 I=5 T = 25
R= 30 /hr
Proportion R/hr R/min I T (min)
W1 1 30 0.5 8 16
P1 1 30 0.5 6 12
W2 0.2 6 0.1 5 50
P2 0.2 6 0.1 2.5 25
T = 20 mins
R= 30 per hr or 0.5 per min
RT=I
0.5(20) = 10 = Pipeline inventory
Actual inventory is much higher since this is the time that flow units spend with
processors not in waiting and transportation.
Ardavan Asef-Vaziri
Lead Time, Re-Order Point, Cycle Service
Level, and Fill Rate
Ardavan Asef-Vaziri
Service Level vs Fill Rate-Example-1. Uniform Distribution
Order Lead Time: time from placing an order to receiving it.
Cycle Service Level (CSL): probability of fulfilling the demand.
Fill Rate (FR): proportion of the demand filled.
Suppose demand during lead time has a uniform distribution [1, 10].
Suppose you have 8 units. Compute SL and FR.
FR is always higher than SL. Demand SL
1
FR
1
FR
1
1
2 1 1 1
3 1 1 1
4 1 1 1
5 1 1 1
6 1 1 1
7 1 1 1
8 1 1 1
9 0 8/9 0.88889
10 0 8/10 0.8
0.8 0.96889
16 78 1 78 1.000 40
17 68 1 68 1.000
20
995 128 1 128 1.000
996 101 1 101 1.000 0
0 200 400 600 800 1000 1200
997 75 1 75 1.000
998 109 1 109 1.000
999 103 1 103 1.000
1000 74 1 74 1.000
90.0
93.8
97.7
101.5
120.7
124.6
132.3
139.9
143.8
147.6
151.5
159.2
86.1
105.3
109.2
113.0
116.9
128.4
136.1
155.3
41.682 0.000 0.000
41.802 0.000 0.000
41.922 0.000 0.000
58
Postponement (2 of 2)
What if we have a high-speed dyeing machine and could postpone dyeing the
uncolored fabric to when the demand comes with the same service level?
Average Demand for all colors = 4(100) =400
Standard Deviation of Demand for all colors = SQRT(4)(25) =50
=NORM.INV(0.95,400,50) = 482.2426813 Isafety 482.2426813-400
Isafety = 82. 2426813 that is
82. 2426813/ 164.4853628 or 50% improvement
Basic Models in Supply Chain Management 62
Postponement
Purple Green Blue Red Plain
36 100 114 133 383 =ROUND(NORMINV(RAND(),100,25),0)
102 165 91 97 455 =SUM(A3:D3)
145 110 60 121 436
117 102 132 95 446 132 =ROUND(NORM.INV(0.9,100,25),0)
59 85 51 137 332 464 =ROUND(NORM.INV(0.9,400,2*25),0)
116 97 86 94 393 0.8788 =G6/(4*G5)
132 92 122 126 472
80 107 115 89 391
84 122 147 67 420
132 116 103 94 445
131 94 147 78 450
126 103 114 101 444
55 33 116 47 251
93 102 102 103 400
65 156 129 123 473
94 94 137 67 392
102 100 93 102 397
110 95 108 61 374
118 123 76 166 483
140 129 141 103 513
2 2 4 3 4 4 FALSE =E22>F22
Parts of the slides of this lectures were prepared over my teaching lifetime based
on the material that I have learned & benefited from this book
that I have learned from the following book
Ardavan Asef-Vaziri
Basic Models in Supply Chain Management 65
The Lego Production Problem
You have a set of Legos Weekly supply
8 small bricks of raw materials
6 large bricks
8 Small Bricks
These are your “raw materials”.
6 Large Bricks
You have to produce tables and chairs
out of these Legos. These are your Products
“products”.
How many chairs and how many
tables do you produce?
Chair Table
Les assume X1 as the number of chairs Profit = 15 cents per Chair Profit = 20 cents per Table
and X2 as the number of tables we
produce
We can increase capacity of Sta-1 from 4 to 5 hours at a cost of $55. What is your
decision?
We can increase either the capacity of Sta-2 from 12 to 13 hours, or the capacity of Sta-
3 form 18 to 19 hours at a cost of $110. What is your decision?
If we could have sold 32 units, profit was 1248. The market is limited to 30 units, and
the new profit is $1.33 less. Therefore, it worth to spend up to $1.33/2 = $0.66 to
increase the sales of product-1 by one unit.
Parts of the slides of this lectures were prepared over my teaching lifetime based
on the material that I have learned & benefited from this book
that I have learned from the following book
Ardavan Asef-Vaziri
Basic Models in Supply Chain Management 78
Base Windoor n& Flexible Windoor
Door Window LHS RHS Available
Station-1 1 -2 <= 0 4
Station-2 2 0 <= 0 12
Station-3 3 2 0 <= 0 18
Profot 300 500 3600
DecVar 2 6
Ardavan Asef-Vaziri
Manufacturing Storage With Direct (or Drop) Shipping
Customer Retailer. Retailer takes the order. Manufacturer delivers the product directly to customer. It
is mostly for slow moving items. Example eBaga, Nordstrom, W.W. Grainger.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 82
Manufacturing Storage With Direct Shipping and In-Transit Merge
In drop shipping where each product is individually sent by its manufacturer directly to the end
customer. In-transit merge combines parts of the order coming from different manufacturers, and the
customers gets a single delivery. Example Apple in Europe for a collection of peripherals
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 83
Distributor Storage With Carrier Delivery
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 84
Distributor Storage With Last Mile Delivery
Distributor/Retailers deliver the product (instead of package carrier). Last mile delivery in the grocery
industry. Ex. Amazon Fresh, Peapod, Tesco, Google Express.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 85
Manufacturer or Distributor Storage with customer Pickup
Inventory is stored at manufacturer or distributor warehouse. Customer places the order online, then go
to the designated pickup places. Examples. Amazon, 7deam.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 86
Retail Storage With Customer Pickup
Traditional. Examples.
Manu. Storage Manu. Storage Distri. Storage Distri. Storage Manu./Distri. Storage Retail Storage
Blank
Direct Shipping In-Transit Merge Carrier Delivery Last-Mile Delivery Customer Pickup Customer Pickup
Response time 4 4 3 2 4 1
Product variety 1 1 2 3 1 4
Product availability 1 1 2 3 1 4
Customer experience 4 3 2 1 5 2.5
Time tomarket 1 1 2 3 1 4
Order visibility 5 4 3 2 6 1
Returnability 5 5 4 3 2 1
Response time 4 4 3 2 4 1
Product variety 1 1 2 3 1 4
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 88
Product/Customer Characteristics and Delivery Network Designs
+2: Very Suitable; +1: Somewhat Suitable; 0: Neutral; −1: Somewhat Unsuitable; −2: Very Unsuitable.
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 89
Alternatives in Omni-Channel Retailing
Basic Models in Supply Chain Management Copyright © 2019, SCM, Sunil Chopra, Pearson Education, Inc 90
NETWORK DESIGN
Warehouse
3 markets
Plant One 1
2 3
1
Warehouse 2
One markets
3
Plant
1
Warehouse
2
Two
DSO 581 Design for SCM 3 92
Supply chain network strategies
Centralized - Decentralized-
a single different
warehouse serves warehouses serve
all customers different markets
Inventories
Response time
Overhead costs
Service level
Transportation costs
https://www.youtube.com/watch?v=OS5CrureJoE
Summary
Cross-docking
attempts to achieve the
By postponing variety
benefits of risk pooling
in supply chain we try
(exploit scale
to exploit economies of Mass customization
economies in inventory)
scale in production, allows manufacturing
while retaining quick
transportation, customized products on
response time to
inventory and possibly a large scale
customer by having
provide better response
transit or
to market changes
transshipment points
close to customers
Ardavan Asef-Vaziri
A Production Process, Model R1, R2, R3, S1, S2. Numbers in 1000 Units
Country-A 70%
Products S
200/month
IA = 25 Two Models
30%
25%
10%
Country-B
1000/month Country-O 25%
IR = 200 IB = 150 90%
50%
Products R 800/month
Three Models
TO = 6 days
TA = 3 days
TB = 18 days
We also need percentages of each of the five flow units
A 70% 20%
Models-S
T=3
30%
25%
10%
100% B
O 25%
T=6 T = 18
90%
50%
80%
Models-R
A 17.5% 20%
Models-S
T=3
7.5%
25%
2.5%
100% B
O 25%
T=6 T = 18
22.5%
50%
80%
Models-R
B 30% D
T = 15 T = 18 70%
40% 10%
100% A F 100%
T = 10 T = 10
40%
60% 30%
C 20% E
T = 12 T = 16