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Understanding the
Supply Chain

Dr Swe Swe Zin

Visiting Professor
 Learning Objectives
1. Discuss the goal of a supply chain and explain
the impact of supply chain decisions on the
success of a firm.
2. Identify the three key supply chain decision
phases and explain the significance of each
one.
3. Describe the cycle and push/pull views of a
supply chain.
4. Classify the supply chain macro processes in a
firm.
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 What is a Supply
Chain?

• All stages involved, directly or indirectly, in

fulfilling a customer request
• Includes manufacturers, suppliers, transporters,
warehouses, retailers, and customers
• Within each company, the supply chain includes
all functions involved in fulfilling a customer
request (product development, marketing,
operations, distribution, finance, customer
service)

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 What is a Supply Chain?
• Customer is an integral part of the supply chain

• Includes movement of products from suppliers to manufacturers to

distributors and information, funds, and products in both directions

• May be more accurate to use the term “supply network” or

“supply web”
• Typical supply chain stages: customers,

retailers, distributors, manufacturers, suppliers

• All stages may not be present in all supply chains (e.g., no

retailer or distributor for Dell)

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What is a Supply Chain?

Figure 1-1

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Flows in a Supply Chain

Figure 1-2

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HALL.
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 The Objective of a Supply Chain
• Maximize overall value created

Supply Chain Surplus

= Customer Value – Supply Chain Cost

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 The Objective of a Supply
Chain
• Example: a customer purchases a wireless
router from Best Buy for $60 (revenue)
• Supply chain incurs costs (information, storage,
transportation, components, assembly, etc.)
• Difference between $60 and the sum of all of
these costs is the supply chain profit
• Supply chain profitability is total profit to be
shared across all stages of the supply chain
• Success should be measured by total supply
chain profitability, not profits at an individual
stage

COPYRIGHT ©2013 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE

HALL.
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 The Objective of a Supply
Chain

• Customer the only source of revenue

• Sources of cost include flows of
information, products, or funds between
stages of the supply chain
• Effective supply chain management is the
management of flows between and among
supply chain stages to maximize total
supply chain surplus
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 Importance of
Supply Chain Decisions
• Wal-Mart, $1 billion sales in 1980 to $408 billion
in 2010
• Seven-Eleven Japan, ¥1 billion sales in 1974 to
¥3 trillion in 2009
• Webvan folded in two years
• Borders, $4 billion in 2004 to $2.8 billion in 2009
• Dell, $56 billion in 2006, adopted new supply
chain strategies

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 Decision Phases of a Supply
Chain
• Supply chain strategy or design
– How to structure the supply chain over the
next several years
• Supply chain planning
– Decisions over the next quarter or year
• Supply chain operation
– Daily or weekly operational decisions

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 Supply Chain Strategy or
Design
• Decisions about the structure of the supply chain
and what processes each stage will perform
• Strategic supply chain decisions
– Locations and capacities of facilities
– Products to be made or stored at various locations
– Modes of transportation
– Information systems
• Supply chain design must support strategic
objectives
• Supply chain design decisions are long-term and
expensive to reverse – must take into account
market uncertainty
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 Supply Chain Planning
• Definition of a set of policies that govern
short-term operations
• Fixed by the supply configuration from
previous phase
• Starts with a forecast of demand in the
coming year

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 Supply Chain Planning
• Planning decisions:
– Which markets will be supplied from which locations
– Planned buildup of inventories
– Subcontracting, backup locations
– Inventory policies
– Timing and size of market promotions
• Must consider in planning decisions demand
uncertainty, exchange rates, competition
over the time horizon

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 Supply Chain
Operation
• Time horizon is weekly or daily
• Decisions regarding individual customer orders
• Supply chain configuration is fixed and operating
policies are determined
• Goal is to implement the operating policies as
effectively as possible
• Allocate orders to inventory or production, set
order due dates, generate pick lists at a
warehouse, allocate an order to a particular
shipment, set delivery schedules, place
replenishment orders
• Much less uncertainty (short time horizon)
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 Process View of a Supply Chain
• Cycle View: processes in a supply chain are
divided into a series of cycles, each performed
at the interfaces between two successive supply
chain stages
• Push/Pull View: processes in a supply chain are
divided into two categories depending on
whether they are executed in response to a
customer order (pull) or in anticipation of a
customer order (push)

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Cycle
View of
Supply
Chain
Processes

Figure 1-3

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 Cycle View of
Supply Chain Processes

Figure 1-4

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Push/Pull View of
Supply Chains

Figure 1-5

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 Push/Pull View of
Supply Chain Processes
• Supply chain processes fall into one of two
categories depending on the timing of their
execution relative to customer demand
• Pull: execution is initiated in response to a
customer order (reactive)
• Push: execution is initiated in anticipation
of
customer orders (speculative)
• Push/pull boundary separates push
processes
from pull processes 1-20
 Push/Pull View of
Supply Chain Processes
• Useful in considering strategic decisions relating
to supply chain design – more global view of
how supply chain processes relate to customer
orders
• Can combine the push/pull and cycle views
– L.L. Bean
– Dell
• The relative proportion of push and pull
processes can have an impact on supply chain
performance
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 Push/Pull View of –
L.L. Bean

Figure 1-6

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 Push/Pull View – Dell

Figure 1-7

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 Supply Chain Macro Processes
• Supply chain processes discussed in
the two views can be classified into
– Customer Relationship Management (CRM)
– Internal Supply Chain Management (ISCM)
– Supplier Relationship Management (SRM)
• Integration among the above three macro
processes is critical for effective and
successful supply chain management

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Supply Chain Macro Processes

Figure 1-8

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 Examples of Supply Chains
• Gateway and Apple
• Zara
• W.W. Grainger and McMaster-
Carr
• Toyota
• Amazon

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 Gateway and Apple
1. Why did Gateway choose not to carry any finished-product
inventory at its retail stores? Why did Apple choose to
carry inventory at its stores?
2. Should a firm with an investment in retail stores carry any
finished-goods inventory? What are the characteristics of
products that are most suitable to be carried in finished-
goods inventory? What characterizes products that are best
manufactured to order?
3. How does product variety affect the level of inventory a
retail store must carry?
4. Is a direct selling supply chain without retail stores always
less
expensive than a supply chain with retail stores?
5. What factors explain the success of Apple retail and the
failure of Gateway country stores?

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 Zara
1. What advantage does Zara gain against the competition by
having
a very responsive supply chain?
2. Why has Inditex chosen to have both in-house manufacturing
and outsourced manufacturing? Why has Inditex maintained
manufacturing capacity in Europe even though manufacturing in
Asia is much cheaper?
3. Why does Zara source products with uncertain demand from
local manufacturers and products with predictable demand from
Asian manufacturers?
4. What advantage does Zara gain from replenishing its stores
multiple times a week compared to a less frequent schedule?
How does the frequency of replenishment affect the design of its
distribution system?
5. Do you think Zara’s responsive replenishment infrastructure is
better suited for online sales or retail sales? 1-28
 W.W. Grainger and
McMaster-Carr
1. How many DCs should be built and where should they be located?
2. How should product stocking be managed at the DCs? Should all DCs carry
all products?
3. What products should be carried in inventory and what products should be
left with the supplier to be shipped directly in response to a customer order?
4. What products should W.W. Grainger carry at a store?
5. How should markets be allocated to DCs in terms of order fulfillment? What
should be done if an order cannot be completely filled from a DC? Should
there be specified backup locations? How should they be selected?
6. How should replenishment of inventory be managed at the various stocking
locations?
7. How should Web orders be handled relative to the existing business? Is it
better to integrate the Web business with the existing business or to set
up separate distribution?
8. What transportation modes should be used for order fulfillment and stock
replenishment?
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 Toyota
1. Where should plants be located, what degree
of flexibility should each have, and what
capacity should each have?
2. Should plants be able to produce for all
markets?
3. How should markets be allocated to plants?
4. What kind of flexibility should be built into the
distribution system?
5. How should this flexible investment be
valued?
6. What actions may be taken during product
design to facilitate this flexibility? 1-30
 Amazon.com
1. Why is Amazon building more warehouses as it grows? How many
warehouses should it have and where should they be located?
2. What advantages does selling books via the Internet provide over a
traditional bookstore? Are there any disadvantages to selling via
the Internet?
3. Should Amazon stock every product it sells?
4. What advantage can bricks-and-mortar players derive from
setting up an online channel? How should they use the two
channels to gain maximum advantage?
5. What advantages/disadvantages does the online channel enjoy in
the sale of shoes (diapers) relative to a retail store?
6. For what products does the online channel offer the greater
advantage relative to retail stores? What characterizes
these products?

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 Summary of Learning
Objectives
1. Discuss the goal of a supply chain and explain
the impact of supply chain decisions on the
success of a firm.
2. Identify the three key supply chain decision
phases and explain the significance of each
one.
3. Describe the cycle and push/pull views of a
supply chain.
4. Classify the supply chain macro processes
in a
firm.
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