1、Asupplychainconsistsofallpartiesinvolved,directlyorindirectly,infulfillingacustomerrequest.Thesupplychainincludesnotonlythemanufacturerandsuppliers,butalsotransporters,warehouses,retailers,andevencustomersthemselves.Withineachorganization,suchasamanufacturer,thesupplychainincludesallfunctionsinvolve

2、dinreceivingandfillingacustomerrequest.Thesefunctionsinclude,butarenotlimitedto,newproduct,development,marketing,operations,distribution,finance,andcustomerservice.warehouseoradistributorusingtruckssuppliedbyathirdparty.Thedistributorinturnisstockedbythemanufacturer(say,Procter&GambleP&Ginthiscase).

3、TheP&Gmanufacturingplantreceivesrawmaterialfromavarietyofsuppliers,whomaythemselveshavebeensuppliedbylower-tiersuppliers.Forexample,packagingmaterialmaycomefromPactivCorporation(formerlyTennecoPackaging)whilePactivreceivesrawmaterialstomanufacturethepackagingfromothersuppliers.Thissupplychainisillus

4、tratedinFigure11,withthearrowscorrespondingtothedirectionofphysicalproductflow.Asupplychainisdynamicandinvolvestheconstantflowofinformation,product,andfundsbetweendifferentstages.Inourexample,Wal-Martprovidestheproduct,aswellaspricingandavailabilityinformation,tothecustomer.Thecustomertransfersfunds

5、toWal-Mart.Wal-Martconveyspoint-of-salesdataaswellasreplenishmentorderstothewarehouseordistributor,whotransfersthereplenishmentorderviatrucksbacktothestore.Wal-Marttransfersfundstothedistributorafterthereplenishment.ThedistributoralsoprovidespricinginformationandsendsdeliveryschedulestoWal-Mart.Wal-

6、Martmaysendbackpackagingmaterialtoberecycled.Similarinformation,material,andfundflowstakeplaceacrosstheentiresupply精品文檔chain.Inanotherexample,whenacustomermakesapurchaseonlinefromDellComputer,thesupplychainincludes,amongothers,thecustomer,DellsWebsite,theDellassemblyplant,andallofDellssuppliersandth

7、eirsuppliers.TheWebsiteprovidesthecustomerwithinformationregardingpricing,productvariety,andproductavailability.Havingmadeaproductchoice,thecustomerenterstheorderinformationandpaysfortheproduct.ThecustomermaylaterreturntotheWebsitetocheckthestatusoftheorder.Stagesfurtherupthesupplychainusecustomeror

8、derinformationtofilltherequest.Thatprocessinvolvesanadditionalflowofinformation,product,andfundsamongvariousstagesofthesupplychain.Theseexamplesillustratethatthecustomerisanintegralpartofthesupplychain.Infact,theprimarypurposeofanysupplychainistosatisfycustomerneedsand,intheprocess,generateprofitfor

9、itself.Thetermsupplychainconjuresupimagesofproductorsupplymovingfromsupplierstomanufacturerstodistributorstoretailerstocustomersalongachain.Thisiscertainlypartofthesupplychain,butitisalsoimportanttovisualizeinformation,funds,andproductflowsalongbothdirectionsofthischain.Thetermsupplychainmayalsoimpl

10、ythatonlyoneplayerisinvolvedateachstage.Inreality,amanufacturermayreceivematerialfromseveralsuppliersandthensupplyseveraldistributors.Thus,mostsupplychainsareactuallynetworks.Itmaybemoreaccuratetousethetermsupplynetworkorsupplywebtodescribethestructureofmostsupplychains,asshowninFigure1-2.Atypicalsu

11、pplychainmayinvolveavarietyofstages,includingthefollowing:Customers,Retailers,Wholesalers/distributors,Manufacturers,Component/rawmaterialsuppliersEachstageinasupplychainisconnectedthroughtheflowofproducts,information,andfunds.Theseflowsoftenoccurinbothdirectionsandmaybemanagedbyoneofthestagesoranin

12、termediary.精品文檔EachstageinFigure1-2neednotbepresentinasupplychain.AsdiscussedinChapter4,theappropriatedesignofthesupplychaindependsonboththecustomersneedsandtherolesplayedbythestagesinvolved.Forexample,Dellhastwosupplychainstructuresthatitusestoserveitscustomers.Foritscorporateclientsandalsosomeindi

13、vidualswhowantacustomizedpersonalcomputer(PC),Dellbuildstoorder;thatis,acustomerorderinitiatesmanufacturingatDell.Forthesecustomers,Delldoesnothaveaseparateretailer,distributor,orwholesalerinthesupplychain.Since2007,DellhasalsosolditsPCsthroughWal-MartintheUnitedStatesandtheGOMEGroup,Chinaslargestel

14、ectronicsretailer.BothWal-MartandtheGOMEGroupcarryDellmachinesininventory.Thissupplychainthuscontainsanextrastage(theretailer)comparedtothedirectsalesmodelalsousedbyDell.Inthecaseofotherretailstores,thesupplychainmayalsocontainawholesalerordistributorbetweenthestoreandthemanufacturer.Theobjectiveofe

15、verysupplychainshouldbetomaximizetheoverallvaluegenerated.Thevalue(alsoknownassupplychainsurplus)asupplychaingeneratesisthedifferencebetweenwhatthevalueofthefinalproductistothecustomerandthecoststhesupplychainincursinfillingthecustomersrequest.SupplyChainSurplus=CustomerValue-SupplyChainCostThevalue

16、ofthefinalproductmayvaryforeachcustomerandcanbeestimatedbythemaximumamountthecustomeriswillingtopayforit.Thedifferencebetweenthevalueoftheproductanditspriceremainswiththecustomerasconsumersurplus.Therestofthesupplychainsurplusbecomessupplychainprofitability,thedifferencebetweentherevenuegeneratedfro

17、mthecustomerandtheoverallcostacrossthesupplychain.Forexample,acustomerpurchasingawirelessmuterfromBestBuypays$60,whichrepresentstherevenuethesupplychainreceives.Customerswhopurchasethemuterclearlyvalueitatorabove$60.Thus,partofthesupplychainsurplusisleftwiththecustomerasconsumersurplus.Thereststaysw

18、iththesupply精品文檔chainasprofit.BestBuyandotherstagesofthesupplychainincurcoststoconveyinformation,producecomponents,storethem,transportthem,transferfunds,andsoon.Thedifferencebetweenthe$60thatthecustomerpaidandthesumofallcostsincurredbythesupplychaintoproduceanddistributethemuterrepresentsthesupplych

19、ainprofitability.Supplychainprofitabilityisthetotalprofittobesharedacrossallsupplychainstagesandintermediaries.Thehigherthesupplychainprofitability,themoresuccessfulisthesupplychain.Formostprofit-makingsupplychains,thesupplychainsurpluswillbestronglycorrelatedwithprofits.Supplychainsuccessshouldbeme

20、asuredintermsofsupplychainprofitabilityandnotintermsoftheprofitsatanindividualstage.(Insubsequentchapters,weseethatafocusonprofitabilityatindividualstagesmayleadtoareductioninoverallsupplychainprofits.)Afocusongrowingthesupplychainsurpluspushesallmembersofthesupplychaintowardgrowingthesizeoftheovera

21、llpie.Havingdefinedthesuccessofasupplychainintermsofsupplychainprofitability,thenextlogicalstepistolookforsourcesofvalue,revenue,andcost.Foranysupplychain,thereisonlyonesourceofrevenue:thecustomer.ThevalueobtainedbyacustomerpurchasingdetergentatWal-Martdependsuponseveralfactors,includingthefunctiona

22、lityofthedetergent,howfarthecustomerhastotraveltoWal-Mart,andthelikelihoodoffindingthedetergentinstock.ThecustomeristheonlyoneprovidingpositivecashflowfortheWal-Martsupplychain.Allothercashflowsaresimplyfundexchangesthatoccurwithinthesupplychain,giventhatdifferentstageshavedifferentowners.WhenWal-Ma

23、rtpaysitssupplier,itistakingaportionofthefundsthecustomerprovidesandpassingthatmoneyontothesupplier.Allflowsofinformation,product,orfundsgeneratecostswithinthesupplychain.Thus,theappropriatemanagementoftheseflowsisakeytosupplychainsuccess.Effectivesupplychainmanagementinvolvesthemanagementofsupplych

24、ainassets精品文檔andproduct,information,andfundflowstomaximizetotalsupplychainsurplus.Agrowthinsupplychainsurplusincreasesthesizeofthetotalpie,allowingcontributingmembersofthesupplychaintobenefit.Inthisbook,wehaveastrongfocusonanalyzingallsupplychaindecisionsintermsoftheirimpactonthesupplychainsurplus.T

25、hesedecisionsandtheirimpactcanvaryforawidevarietyofreasons.Forinstance,considerthedifferenceinthesupplychainstructureforfast-movingconsumergoodsobservedintheUnitedStatesandIndia.U.S.distributorsplayamuchsmallerroleinthissupplychaincomparedtotheirIndiancounterparts.Wearguethatthedifferenceinsupplycha

26、instructurecanbeexplainedbytheimpactadistributorhasonthesupplychainsurplusinthetwocountries.RetailingintheUnitedStatesislargelyconsolidated,withlargechainsbuyingconsumergoodsfrommostmanufacturers.Thisconsolidationgivesretailerssufficientscalethattheintroductionofanintermediarysuchasadistributordoesl

27、ittletoreducecostsandmayactuallyincreasecostsbecauseofanadditionaltransaction.Incontrast,Indiahasmillionsofsmallretailoutlets.ThesmallsizeofIndianretailoutletslimitstheamountofinventorytheycanhold,thusrequiringfrequentreplenishment-anordercanbecomparedwiththeweeklygroceryshoppingforafamilyintheUnite

28、dStates.Theonlywayforamanufacturertokeeptransportationcostslowistobringfulltruckloadsofproductclosetothemarketandthendistributelocallyusingmilkrunswithsmallervehicles.Thepresenceofanintermediarywhocanreceiveafulltruckloadshipment,breakbulk,andthenmakesmallerdeliveriestotheretailersiscrucialiftranspo

29、rtationcostsaretobekeptlow.MostIndiandistributorsareone-stopshops,stockingeverythingfromcookingoiltosoapsanddetergentsmadebyavarietyofmanufacturers.Besidestheconvenienceprovidedbyone-stopshopping,distributorsinIndiaarealsoabletoreducetransportationcostsforoutbounddeliverytotheretailerbyaggregatingpr

30、oductsacrossmultiplemanufacturersduringthedeliveryruns.DistributorsinIndiaalsohandlecollections,精品文檔becausetheircostofcollectionissignificantlylowerthanthatofeachmanufacturercollectingfromretailersonitsownwouldbe.Thus,theimportantroleofdistributorsinIndiacanbeexplainedbythegrowthinsupplychainsurplusthatresultsfromtheirpresence.ThesupplychainsurplusargumentimpliesthatasretailinginIndiabegi