CAT-1

SUPPLY CHAIN
MANAGEMENT
TOPIC- SYMPHONY AIR COOLER

Submitted to:- Submitted by:-

Dr. Somanath Alok
Chirag Varshney
Kanchan​
Rishabh Sharma
Shambhavi Mishra
Swati bhatt
3
 QUESTIONS-
With reference to Symphony Limited, Household cooler division

1. Explain the drivers of supply chain performance & strategy to achieve the balance between efficiency and
responsiveness for the organization given in the assignment.

2. Explain Obstacles in achieving strategic fit for the organization given in the assignment

3. Propose a design for a distribution network for the organization given in the assignment based on the
following distribution network options: Distributor storage with last-mile delivery
 5
1. Drivers of SCM and balance between efficiency and responsiveness

Competitive strategy

SCM Strategy

SC Structure
Efficiency Responsiveness

Price Inventory

Logistical and Cross Information

Functional Drivers

Facility
Transportation
Sourcing
PRICE
 Using right price
 Use incentives to eliminate supply chain surpluses
 Leveller to match Supply and Demand

INVENTORY
 Stocking high levels of inventory of symphony coolers
 Stocking products at many locations to have an inventory close to customers
 Reducing inventory of coolers that are not selling as frequently and upscaling inventory of those
who are cash cows.
 Cycle inventory- to satisfy demand,
 Safety inventory- buffer against uncertainty
 Seasonal inventory- summers for Symphony
INFORMATION
 Coordinate daily activities related to other SC drivers
 Collecting accurate and timely data about customer demand, production schedule and inventory
levels (Responsiveness)
 Use of software’s and analytics to gauge target customer base and Forecasting and planning
 Cost of information drops when other cost rise (efficiency)
 Generate daily performance data on operating cost and inventory levels for all the facilities
FACILITY
 Manufacture and repair sites for Symphony
 Establishing locations that are close to customer base or at prime locations (responsiveness)
 Centralising activities in few locations (serving large geographical market through some central
locations (efficiency)
 Define storage and operating expenses of warehouses
SOURCING
 Procuring right materials in right quantities, right condition at right time
 Insource/ Outsourcing some products
 Reduction in no of suppliers

TRANSPORATATION
 Faster mode of transportation
 Tie up with FedEx that can provide responsive services and last mile delivery (responsiveness)
 Creating a central HUB facility or distribution center DC (efficiency)
 Moving products in large batches by bulk carriers such as ships/railroads (efficiency)
 2. OBSTACLE IN ACHIEVING STRATEGIC FIT

INCREASE IN PRODUCT INCREASE IN DEMANDING SMALLER PRODUCT

VARIETY CUSTOMERS LIFECYCLES

• With advent of technology

• Symphony is providing
household coolers,
commercial and industrial
air coolers
and futuristic devices • Such as only Seasonal use
customers want are of coolers only in summers
craving for better designed
products. Wall mounted
air cooler, Double decker
cooler, Diet 3D Symphony
cooler are few recent
additions to its spectrum of
coolers.
 OBSTACLE IN ACHIEVING STRATEGIC FIT
• Effect of globalization • Difficulty in the execution of • The Environment and
strategies Sustainability
• Symphony through • Though symphony
Impco has tied up with works in energy
large retailers like conservation but there
Walmart, Home Depot, are still other
Lowes, Famsa, Costco, dimensions to pay
etc in North America its
heed to.
residential air coolers.
• Ipure technology that
cleans a spectrum of
airborne pollutants
and harmful
microorganisms
 3. SYMPHONY DISTRIBUTOR STORAGE WITH LAST-MILE DELIVERY

 Last mile delivery, is the transportation of goods

from a distribution hub to the final delivery
destination — the door of the customer. The goal of
last-mile delivery logistics is to deliver the packages
as affordably, quickly, and accurately as possible.
 Last-mile delivery refers to the distributor/retailer
delivering the product to the customer’s home
 Product flow is from factories to distributors who
then deliver the product to the final destination- the
customers
 Information flow is from customer to retailer
 
 SYMPHONY DISTRIBUTOR STORAGE WITH LAST-MILE DELIVERY

Last mile Process

1. A customer requests an air cooler order with Symphony. Providing Omnichannel Retailing for
customers. These requests are held in one centralized system, which makes tracking simple.
2. It is important to find available warehouses for targeted customers/ Symphony can even buy or tie up
with available properties near urban or sub-urban industrial zones
3. Ensure package handling as the safety and security of the product is important.
4. The items in the order are located in the Symphony warehouse or holding facility and are sent to a
transportation holding facility. This is where the last-mile delivery officially starts.
 
 SYMPHONY DISTRIBUTOR STORAGE WITH LAST-MILE DELIVERY

6. Vehicular movement and flow are to be prior considered so that goals are met. A fleet manager or
software will assign delivery routes based on orders.
7. Routes will be optimized based on customer location, delivery time constraints, fuel usage, and more.
Crowdsourcing logistics can be sought and there could be the use of electric vehicles in long run.
8. Symphony cooler orders are scanned and tracking information is sent to the customer.
9. The customer receives the order for a Symphony cooler. Various Time windows for customers to
ensure that they are at home for attended home delivery services,
10. Proof of delivery of the cooler is obtained, such as a signature or picture of the delivered order for
order records.
 
Chaharsooghi, S. & Heydari, Jafar. (2011). Strategic Fit in Supply Chain Management: A Coordination
Perspective. 10.5772/14801.

Drivers and Obstacles in Supply Chain Management. https://www.vskills.in/certification/blog/drivers-and-

obstacles-in-supply-chain-management/
India Air Cooler Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027. IMARC.
https://www.imarcgroup.com/india-air-cooler-market
Shah, N., Mehra, A. Motilal Oswal Report. (2014).
https://www.motilaloswal.com/site/rreports/HTML/635289416174565784/
SymphonyLimited. https://www.symphonycoolingsystem.com/
Also referred to class notes
THANK YOU