某咨询伊莱克斯NetworkStrategy项目咨询报告（ppt125）ckro.pptx

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1、Electrolux China“Network Strategy”ProjectFinal Report PresentationBeijing,March 10,1999n Project Introduction and Backgroundn Customer Survey-Survey Approach-Survey Results-Findings and Opportunitiesn Logistics Network-EOQ inventory modeling-Logistics network modelingn Recommendations and next steps

2、n Appendices-Process flow-Cost analysisContentsMajor Brands Market Share in 1999Electrolux Objectives Electrolux ObjectivesReduce working capitalIncrease turnover(through greater product availability)Reduce operating costsElectrolux China has committed to achieve Best Practice Service and Cost,as ba

3、sis for rapid business growthhigh inventory carrying cost in-store stock-outs too many warehouses:limited inventory and service control:SOP systems and procedures for inventory control are not systematically in place/applied limited know-how and support unclear responsibilities and performance crite

4、riaElectroluxs supply chain objectives.are to improve current performance.to deliver real bottom line benefitsElectrolux China has identified supply chain improvements as one of its corporate priorities to improve customer satisfaction and cost performance.Satisfy requirements of target customers(be

5、tter than competition)Achieve full control of the entire logistics processLimited visibility and control,appropriate perforrmance criteria not in placeLikely gaps in service satisfaction.Required Service Levels and competitors position are not measuredThe overall objective of Electrolux China Networ

6、k Strategy Project is to optimize the distribution network configuration in terms of:-Meeting customer service requirements;-Achieving minimum costs;and-Controlling the entire outbound logistics process.Increased Revenue-Improved product availability and promising capabilities-Scalability to meet fu

7、ture business requirements.-Improved responsiveness to market conditions.-Optimized fill rate capability.-More flexible,responsive delivery options-More value-added services.Reduced logistics costs-Improved end to end supply chain visibility-Lower cost-to-serve in transportation and distribution Imp

8、roved asset productivity-Fewer stock locations through rationalization to achieve higher network productivity Reduced working capital-Lower LDC stocks through more flow-throughs,smaller more frequent orders,centralized slow movers,better use of supplier stocks etc.EXPECTED RESULTSPROJECT OBJECTIVE:T

9、he overall objective of Electrolux Network Strategy Project is to determine the least cost distribution network configuration to satisfy the specific service level requirements of its current and future target customers Project Objective and Scope Project Objective and ScopeThe scope of the Network

10、Strategy Project is to answer the following questions:The scope of the Network Strategy Project is to answer the following questions:What are the customer service requirements which impact channel design,logistic process and infrastructure?What is the current performance(performance measure and cust

11、omer satisfaction)of Electrolux in meeting these requirements and what is the GAP versus the competitors as well as against the“Best Practice”achievable in China?Should Electrolux provide inventory carrying and transportation services to our clients(with appropriate price increase)?What other additi

12、onal logistic services can provide competitive advantage to Electrolux in the market place?Should Electrolux change the structure of its distribution channels in China(e.g.sales to retailers,vs to distributors?)Can Electrolux gain by plant direct shipping?How many distribution centers(DCs)should Ele

13、ctrolux have?How many RDCs and LDCs?Where should the DCs be located?Which types/location of customers and which branch should be served by each DC?Which customers should be served directly?Should all DCs carry all products or should they be specialized by product line?Should Electrolux contract for

14、warehousing services or operate its own DCs?What impact do different transportation modes have on Electrolux logistics network requirements?What inventory control procedures(high level)should Electrolux establish in order to satisfy customers,minimize cost and maintain control?What are the systems a

15、nd human competencies requirements to achieve these objectives?In developing the optimum supply chain capability for Electrolux China we are utilizing a three-phased approach to developing and rolling-out the new distribution network-This project covers only Phase IOverall Approach towards Network O

16、ptimization Overall Approach towards Network OptimizationBuildLogisticsModelTask 5AssessAlternativesTask 6Conduct ReviewSessionsTask 7Present Results,Recommen-dations&Implemen-tationAction PlansTask 8ConductVisioningSessionsTask 1 a.InitiateDataCollectionReviewCurrentOperationsTask 2Under-standServi

17、ce Require-ments Task 3InitiateDetailedProjectPlanningTask 1Task 4Full-Scale Implementation RolloutPhase I Phase II Phase IIIDistribution NetworkProcess DesignDistribution NetworkStrategy DevelopmentCUSTOMER SURVEY NETWORK OPTIMIZATIONProject Approach1 Initiate Detailed Project Planning1.a Conduct V

18、isioning Sessions2 Review Current Operations2a.Understand current network setup2b.Review current network logistics strategy2c.Review current customer service strategy3 Understand Service Requirements(customer interviews and analysis)3a.Create customer segmentation frameworks5 Identify Alternatives5a

19、.Perform demand aggregation analysis6 Assess Alternatives7 Conduct Review Sessions8 Present Preliminary Results&RecommendationsKey Activities by Week(assuming 10 weeks)1 2 3 4 5 6 7 8 9 103h.Analyze customer requirements and assess Electrolux GAP3k.Analyze Cost to Serve and Strategic Attractiveness3

20、l.Develop Recommended New Service Offerings3m.Assess Logistics Warehouse Netwk Strategy Implications4 Initiate Data CollectionCollect Current Warehouse Network Dataa.Facility Operating Costsb.Transportation Costsc.Inventory Costsd.Demand volumes3b.Interview Customers in Location 13c.Interview Custom

21、ers in Location 23d.Interview Customers in Location 33e.Interview Customers in Location 43f.Interview Customers in Location 53g.Interview Customers in Location 65b.Selection of 5-8“best options”Project Workplann Project Introduction and Backgroundn Customer Survey-Survey Approach-Survey Results-Find

22、ings and Opportunitiesn Logistics Network-EOQ inventory modeling-Logistics network modelingn Recommendations and next stepsn Appendices-Process flow-Cost analysisContentsThe sample for the customer survey targeted a representation of Electroluxs current operations in China,and its current and future

23、 market-Customer Sampling Methodology-Historical SalesMarketGrowth&TrendsCurrent Logistics Operation Where were the highest demand areas?Where are the customers located,which has significant contribution to Electrolux revenue?What are the current customer types?Where are the key account customers?Wh

24、at is the current sales regions?Where would be the potential high growth areas for refrigerators?What will be the emerging channel for white goods?What are the service requirements from the emerging channel players?What is the current logistic service pattern,with regard to the LDCs”distribution and

25、 the customers which are being served?Interview AreasInterview CustomersSurvey Sample Size and CoverageInterview AreasSurvey Sample Size and CoverageInterview AreasInterview CustomersSurvey Sample Size and CoverageThe project team focused on obtaining as much customer data through direct interviews.

26、A customer survey was faxed out to broaden geographic coverage-Customer Survey Approach-Fax Out Survey Focused on several AC/Electrolux chosen locationsBeijing,Tianjin,Shanghai,Guangzhou,Changsha,Chengdu,Shenyang,Shenzhen Customer TypesDistributors:Provincial level,city level Retailers:Department st

27、ore,home appliance store,chain storeKey Accounts:International chain stores Broad geographic coverage to include areas where direct interviews could not be conducted Still aimed to achieve representative sampling of distributors and retailersDirect InterviewsIn total,81 customer survey questionnaire

28、s were collected representing a broad cross section of Electrolux customers-Customer Survey Breakdown-Distributors Retailers Key AccountsProvincial Level 7 28 International Chain StoreCity Level 12 133 Department StoreHome Appliance Multiple Format 10Chain Store 7Total 81Sub Total 19 59 3Super Marke

29、t 1-Customer Survey Breakdown-RegionsNCECGZWestCentralCSNEInterviewed Survey2121957441076068Total 41 40Total6228155131281 and also Electroluxs marketsChangshaBeijingShenyangShanghaiChengduGuangzhouQingdaoSuzhouTianjin DalianKunmingNCNECentralECGZwCSn Project Introduction and Backgroundn Customer Survey-Survey Approach-Survey Results-Findings and Opportunitiesn Logistics Network-EOQ inventory modeling-Logistics network modelingn Recommendations and next stepsn Appendices-Process flow-Cost analysisContents