Suppliers and Distributors 8- 1 Case study — Apple Computer 1996~1997 –Lost nearly 1.9 billion...

Suppliers and Distributors

8- 1

Case study — Apple Computer

• 1996~1997– Lost nearly 1.9 billion

• 1998~– made 309 million

• The reasons of Apple’s success– The return of confounder Steve Jobs

– The introduction of new products (iMac)

– Remaking the company’s inefficient supply chain

– Outsourcing most manufacturing and assembly work to contract manufacturers


8- 2

個案• 我不想買 SMART 汽車…


8- 3

Supply chain management

Supply chain

Outsourcing

Global sourcing

Channels of Distribution

Wholesalers

Retail distribution

Transportation modes

The complete sequence of activates that move goods from the source of raw materials to ultimate consumers


8- 4

Competitive advantage of supply chain management

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Improve the quality of products• Improve the speed at which

they get to market• Improve the ability to provide

good customer service• Improve the delivery schedules


8- 5

The focuses of supply chain management

Supply chain

Outsourcing

Global sourcing

Channels of distribution

Wholesalers

Retail distribution


• Suppliers• Production operations• Distributors• Purchasers• Information system


8- 6

Case study — Wal-Mart

• Building a hub-and-spoke network of distribution centers surrounded by stores not more than a day’s truck drive away, and has created a state-of-the art information system that links its stores and suppliers.– Faster deliveries– Fresher merchandise– Fewer markdowns– Lower labor costs


8- 7

Suppliers are “necessary evils or “partners” ?

公開招標 ( 三家以上比價 ) or 夥伴關係 ?


8- 8

Purchasing and supplier relations

Supply chain


Outsourcing

Global sourcing

Channels of distribution

Wholesalers

Retail distribution


• Past– Adversarial relationship

• Today– partners


8- 9

Adversarial relationship

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Business withhold information from their suppliers

• Set suppliers against each other in aggressive bidding struggles

• Not to build long-term commitments with each other


8- 10

Results of adversarial relationship

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Large supplier bases• Short-term contracts


8- 11

Advantage of adversarial relationship

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Ensured adequate supplies• Allowed firms to pressure

vendors for price concessions


8- 12

問題• 機械臂向甲廠商購買，輸送帶向乙廠商

購買，自動倉儲向丙廠商購買…→系統整合？？？


8- 13

Partnering relationship

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Cooperate with each other• Share information• Help each other succeed


8- 14

Advantage of Partnering relationship

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Long-term cost savings

• Higher quality products


8- 15

個案討論• 豐田汽車的中衛體系…• DaimlerChrysler — Presourcing( 預選供

應來源 )


8- 16

Qualification criteria and evaluation programs for supplier (Campbell Soup)

Supply chain


Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Technical capabilities

• Financial health

• Cost-effectiveness

• High quality standards

• innovativeness


8- 17

問題• 汽車製造廠—輪胎、燈具、座椅、安全

帶…是否要自製？


8- 18

Why firms are outsourcing

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


Of the 100 largest U.S. Corporations – 77% contract with outside firms to provide resources – Why?

Allows the firm to concentrate on its core competencies


8- 19

Why firms are outsourcing

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


Of the 100 largest U.S. Corporations – 77% contract with outside firms to provide resources – Why?

Many of the firm’s functions can be done better and cheaper by those who specialize in that function


8- 20

個案• 世新大學保全體系• 榮民總醫院清潔作業…


8- 21

Advantages to global outsourcing

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Global outsourcing allows firm’s to take advantage of changes in economies that can create cost savings


8- 22

Case study — Canon

• Internal components is produced in Taiwan

• Casings made in South Korea

• Assembly done in the Philippines

• Finished copiers warehoused in Los Angeles, London Melbourne, and Tokyo


8- 23


Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Direct distribution channel– The path in which products move

from a producer to the ultimate user without an intermediary.

– Example: Dell computer…

• Marketing intermediaries– Individuals or organizations that

help move goods and services between a producer and user.


8- 24

Type of marketing intermediaries

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Wholesalers ( 大盤商 )• Agents ( 代理商 )• Retail stores ( 零售商 )• Vending machines ( 自動販賣

機 )


8- 25

Contrast direct distribution with intermediaries

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution



8- 26

Why firms use intermediaries

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• They can reach users that a firm might not otherwise be able to access ( 例如，零售商店 )

• They create utility ( 時間、地點 )

• Providing services ( 例如，旅行社之一次購足、電腦零售商之運送安裝… )

• Potentially lower cost ( 物流中心 vs. 數以千計之製造商 )


8- 27

Wholesalers

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Marketing intermediaries who sell to other businesses for re-sale to ultimate consumers.

• Types of wholesaler

– Merchant wholesalers ( 商品大盤商 )

• An independently owned firm that takes legal possession of goods produced by a variety of manufacturers and then resells those goods to other businesses.

– Agents ( 代理商 )• They don’t take ownership of the

products they sell.


8- 28

Classification of merchant wholesalers1

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Full-function (warehousing. Delivery, financing…)– Rack jobbers ( 上架批發商 )

• Full-function merchant wholesalers who stock, display, and service particular products in retail stores, paying the retailer a commission based on sales.


8- 29

Classification of merchant wholesalers2

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Limited-function (specialized set of services)– Drop shippers ( 直接裝運者 )

• After receiving an order from a customer, drop shippers have the merchandise shipped directly from the producer to the customer.

– They provide no inventories, warehousing, or delivery…

• They provide their knowledge and relationships with producers, and his skills at negotiation the best possible price.

• Example: lumber industry…


8- 30

Agents

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• They act as the sales arm of manufacturers who don’t have their own sales force.

• Independent agents add value to the distribution channel through their product expertise and the relationships they build with customers.


8- 31

個案• 國裕關係企業代理— Moser,

Meissen, SOHER


8- 32

Retail distribution

Supply chain

Outsourcing

Global sourcing


Wholesalers

Retail distribution


• Retailer– An intermediary who sells goods

and services directly to the ultimate consumer

• Classification of retailers– Store– Nonstore

• Telemarketing ( 電話行銷 )• Infomercials ( 購物頻道 )• Multilevel marketing ( 多層次傳銷 )• Automatic vending machines ( 自動販

賣機 )• Internet sales ( 網路銷售 )


8- 33

案例• 金融保險，報紙… (telemarketing)

• 東森購物 (infomercials)

• 安麗 (multilevel marketing)

• 橘子媽媽 (internet sales)

• Dell Computer (internet sales)


8- 34

Three types of retail distribution strategies1

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Intensive distribution( 多重通路 )– Product in as many retail outlets as possible.– This strategy works well with low-priced

convenience goods.

• Selective distribution( 選擇性通路 )– Product to a limited group of retailers.– This strategy is frequently chosen by

manufacturers of luxury or expensive products.

– Customers of these products tends to require more time and product information →Closer relationships with retailers


8- 35

Three types of retail distribution strategies2

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Exclusive distribution( 單一通路 )– Products in one retail outlet in

geographical area.

– For products that are expensive and for which the manufacturer wants to maintain control of the brand image.


8- 36

案例• 康師父 ( 便利商店、超級市場、量販店 )

…

• LV ， PRADA( 專門店特定百貨公司設櫃 )…

• MINI( 汎德 ) ， SMART( 中華賓士 )…


8- 37

Differentiation of retailers

Supply chain

Outsourcing


Wholesalers

Retail distribution


:

• Price

• Service

• Location

• Selection

• Customer experience


8- 38

案例• Southwest Air ，屈臣氏 (price)

• Netgrocer.com ，選擇聯強貨，服務有把握，淨水器… (service)

• 7-11(7 元的商品賣 11 元 ?)(location)

• 麗麗傢俱，應有盡有…，特利屋… (selection)

• McDonald’s kids playlands ， REI… (customer experience)


8- 39

Factors affecting channel selection1

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Market segment– Small number of target buyers,

concentrated in close proximity to each other, who make frequent purchases → A direct channel

• Product characteristics– The higher a product’s price, the

more perishable product, the more that product is customized → the shorter the distribution channel


8- 40


Supply chain

Outsourcing


Wholesalers

Retail distribution


• Producer resources– Firms that are large and financially

strong → A direct channel or at least keep the distribution channel short

• Complexity of the producer’s product line– Firms that produce an extensive

product line → A direct channel


8- 41


Supply chain

Outsourcing


Wholesalers

Retail distribution


• Degree of control sought– The more intermediaries that a firm

uses, the more control it loses.


8- 42

Managing channel relations

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Providing support to intermediaries– Training– Information– Rewards…

• Minimizing channel conflicts– Disagreements among members in

their distribution channel– Power differences in the distribution

channel– Major brands are adding direct sales

to their distribution channels


8- 43

案例• Waterman 的羽毛筆…• 移植 Dell Computer 的成功經驗 ?

• MONT BLANC 收回代理權…


8- 44

Physical distribution

Supply chain

Outsourcing


Wholesalers

Retail distribution


• The activities required to move a product efficiently from the end of the production line to the end user.

• Primary decisions of physical distribution– Where the product will be stored– How it will be transported– Inventory control– Materials handling


8- 45

Warehousing

Supply chain

Outsourcing


Wholesalers

Retail distribution


• The storing of products as they move through the distribution channel.

• Types of warehouses– Storage warehouses

• Storage facilities that store products for extended periods of time.

– Distribution centers (DC)


8- 46

Changing role of warehousing

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Past– Owned and operated by the manufacturers

themselves– Basic purpose was to provide storage for

finished goods

• Today– Fewer and larger warehouses– Outsourcing control to warehousing

specialists– Implementing sophisticated warehouse

management systems to improve efficiency– Turning storage warehouses into

distribution centers


8- 47

Modes of Transportation

Supply chain

Outsourcing


Wholesalers

Retail distribution


• Truck(公路 )

• Rail(鐵路 )

• Water(水路 )

• Pipeline(導管 )

• Air(航空 )


8- 48

Truck1

Supply chain

Outsourcing


Wholesalers

Retail distribution


特徵車路分離富於機動性及門運送服務 (door to door service)

公共性高


8- 49

Truck2

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點方便性高及門運輸限時或臨時急需之貨物運送短程運輸為所有運輸工具最快者

運用靈活普及性高經營容易

缺點運載量小安全性較低


8- 50

企業自用車隊的優缺點

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點減少運輸時間方便排定行程減少產品損壞程度增加公司競爭力提供租用車隊無法提供之服務 (司機兼推銷員 )

缺點增加固定成本與營運成本


8- 51

Rail1

Supply chain

Outsourcing


Wholesalers

Retail distribution


特徵投資成本龐大 :土地 ,軌道 ,車輛 ,終點設備 ,維護路線容量高具自動控制的能力專用路權車路一體或車路分離


8- 52

Rail2

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點長途運量大安全性高運價低廉受氣候限制小


8- 53

Rail3

Supply chain

Outsourcing


Wholesalers

Retail distribution


缺點維修不易缺乏彈性緊急量小之零擔運輸路線

目標顯著易遭破壞編組費時


8- 54

Water1

Supply chain

Outsourcing


Wholesalers

Retail distribution


特徵便於利用航行速度慢國際競爭激烈具彈性


8- 55

Water2

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點運輸量大調度容易運價低廉

以單位成本而言，為所有運輸工具最低者續航力強缺點易受天候影響受港口限制速度慢

各運輸工具中速度最慢者


8- 56

Pipeline1

Supply chain

Outsourcing


Wholesalers

Retail distribution


特徵生產與運銷一元化及門服務高度專業化作業自動化不需包裝


8- 57

Pipeline2

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點輸送量大不受天候影響運費低

缺點易遭偷竊限運液 ,氣體貨物維修不易速度慢


8- 58

Air1

Supply chain

Outsourcing


Wholesalers

Retail distribution


特徵飛機與機場分離遠距速達用途廣泛不受地理環境影響


8- 59

Air2

Supply chain

Outsourcing


Wholesalers

Retail distribution


優點速率高不受地形限制航線選擇自由缺點運費高運量受限可及性較差受天候影響


8- 60

Comparing transportation modes

Supply chain

Outsourcing


Wholesalers

Retail distribution



8- 61

複合運輸 (Intermodal Transportation)

Supply chain

Outsourcing


Wholesalers

Retail distribution


定義貨物從託運人到收貨人的運輸過程中，經由兩種以上的運來承運，但卻採用單一費率或採聯合計費，並且共同負擔運送責任之服務方式。

目的使貨物在起訖點的流程中，以最短的時間及最經濟的方式來達成。


8- 62

複合運輸的型態

Supply chain

Outsourcing


Wholesalers

Retail distribution



8- 63

複合運輸的經濟效益

Supply chain

Outsourcing


Wholesalers

Retail distribution


總體經濟效益降低道路的負荷降低政府對鐵路業的補貼節省能源安全性較高

個別廠商效益節省人力貨物的聯運費用 ,往往比公路貨運收費低減少搬運成本及貨物損失降低運輸時間


8- 64

貨櫃運輸的經濟效益 1

Supply chain

Outsourcing


Wholesalers

Retail distribution


屬於託運人的經濟效益節省包裝費用節省倉儲費用貨物運送較為安全 ,可節省保護費用

節省運費支出縮短運輸時間


8- 65

貨櫃運輸的經濟效益 2

Supply chain

Outsourcing


Wholesalers

Retail distribution


屬於運送人的經濟效益裝卸迅速且運量大節省管理費用較為安全 ,可節省理賠費用節省港埠費用增加營運收益


8- 66

Managing relations with physical distributors

Supply chain

Outsourcing


Wholesalers

Retail distribution


Information technology

Networked computers

Satellite technology

ExampleFedEX → mobile computerized tracking system


8- 67

Responsibilities to suppliers and distributors

Supply chain

Outsourcing


Wholesalers

Retail distribution


Responsibilities to suppliers and distributors

To build and maintain a long-term, partnering relationship with people and organizations along the supply chain, business will need to share all information that can help them do their job effectively.

Date post:	19-Dec-2015
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Suppliers and Distributors 8- 1 Case study — Apple Computer 1996~1997 –Lost nearly 1.9 billion...

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