ความเป็ นโลกาวิวฒน์ ในปัจจุบน... (Global logistics today…) ั ั“By 2025 80% of goods traded will be produced in countries different than where they are consumed.”“ ภายในปี 2025 , 80% ของสินค้าที่ผลิตในแต่ละประเทศจะถูก ส่งออกไปยังประเทศอื่นเพื่อการบริโภคในประเทศอื่นๆ” McKinsey and Company 10 20/01/2013
We are going to…Marketing 3.0 ??? 11 20/01/2013
Value Management Valued Customer End-user segmentation Who to serve? Segment specific needs / decision-making process Source: Nirmalya Kumar, Anticipate technical trends Marketing as Strategy, 2004 / market dynamics 3 V’s Targeting key end-user segments Value Network Value Proposition How to deliver ? What to offer? Functional/physical deliver of value proposition Benchmark current offering Channel/distribution network design Design new value proposition Required downstream integration Quantify value of offeringIntegrated value network Value based pricing
Concept of Value Chain • The value chain categorizes the generic value-adding activities of an organization. The "primary activities" include: inbound logistics, operations (production), outbound logistics, marketing and sales, and services (maintenance). • The "support activities" include: administrative infrastructure management, human resource management, R&D, and procurement. The costs and value drivers are identified for each value activity. The value chain framework quickly made its way to the forefront of management thought as a powerful analysis tool for strategic planning. Its ultimate goal is to maximize value creation while minimizing costs. 19 20/01/2013
Components of Value Chain ManagementSuppliers SRM SCM CRM Customers • VCM is the main process in aligning company strategies with execution processes to delivery the right product at the right price and time, and supporting the key principles success • VCM is considered sometimes as the next generation of supply chain management(SCM) • It has two major principles: 1. The end customer is the only entity that introduces money into the chain, the rest of value chain members shuffling his money back and forth 2. The only way for the value chain to succeed is to have every member profits from the business • It has three components - Supplier Relationship Management(SRM) - Supply Chain Management( SCM) - Customer Relationship Management( CRM) 20 20/01/2013
Value Chain Model : Michael E. PorterSuppliers SRM SCM CRM Customers Value Chain Management
Fundamental Logistics andSupply Chain Management 23
CSCMP Definition of Logistics ManagementDefinition of Logistics ManagementLogistics management is that part of supply chain management thatplans, implements, and controls the efficient, effective forward andreverse flow and storage of goods, services and related informationbetween the point of origin and the point of consumption in order tomeet customers requirements.Logistics Management – Boundaries and RelationshipsLogistics management activities typically include inbound and outboundtransportation management, fleet management, warehousing, materialshandling, order fulfillment, logistics network design, inventorymanagement, supply/demand planning, and management of third-partylogistics services providers. To varying degrees, the logistics functionalso includes sourcing and procurement, production planning andscheduling, packaging and assembly, and customer service. It isinvolved in all levels of planning and execution--strategic, operationaland tactical. Logistics management is an integrating function, whichcoordinates and optimizes all logistics activities, as well as integrateslogistics activities with other functions including marketing, salesmanufacturing, finance, and information technology.
CSCMP Definition of Logistics Management• Part of supply chain management• Plan, implement, and control• Forward and reverse flow and storage of goods, services and related information between the point of origin and consumption• Meet customers requirements• Efficient and Effective
Logistics Management - Activities and RelationshipsInbound and outbound transportation managementFleet managementWarehousing, Inventory managementMaterials handlingOrder fulfillmentLogistics network designSupply/demand planningManagement of third-party logistics services providersPackaging and assemblySourcing and procurementProduction planning and schedulingCustomer servicePlanning : Strategic, Tactical, OperationalIntegrate, coordinate, and optimize all logistics activities, as well asother functions including marketing, sales manufacturing, finance, andinformation technology.
CSCMP Definition of Supply Chain ManagementDefinition of Supply Chain ManagementSupply chain management encompasses the planning andmanagement of all activities involved in sourcing and procurement,conversion, and all logistics management activities. Importantly, italso includes coordination and collaboration with channel partners,which can be suppliers, intermediaries, third party service providers,and customers. In essence, supply chain management integratessupply and demand management within and across companies.Supply Chain Management – Boundaries & RelationshipsSupply chain management is an integrating function with primaryresponsibility for linking major business functions and businessprocesses within and across companies into a cohesive and high-performing business model. It includes all of the logisticsmanagement activities noted above, as well as manufacturingoperations, and it drives coordination of processes and activities withand across marketing, sales, product design, finance, and informationtechnology.
CSCMP Definition of Supply Chain ManagementDefinition of Supply Chain ManagementPlan and management of all activities involved in sourcing andprocurement, conversion, and all logistics management activities.Coordination and collaboration with channel partners, which can besuppliers, intermediaries, third party service providers, andcustomers.Integrate supply and demand management within and acrosscompanies.Supply Chain Management – Boundaries & RelationshipsLink major business functions and business processes within andacross companies into a cohesive and high-performing businessmodel including all of the logistics management activities , as wellas manufacturing operationsDrive coordination of processes and activities with and acrossmarketing, sales, product design, finance, and informationtechnology.
Supply Chain Process Plan-Source-Make-Deliver-Return Plan Deliver Source Make Deliver Source Make Deliver Source Make Deliver Source Return Return Return Return Return Return Customer’sSupplier’s Customer Customer Supplier Supplier (Internal or (Internal or External) Enterprise External) External Internal External Collaboration Collaboration Collaboration Span of our Supply Chain Process Source : Supply Chain Council Inc.
Building Internal & External Collaboration Customer Service/ Procurement Manufacturing Logistics Sales&Marketing Low Few change- overs Low High purchase inventories Stable inventories price schedules High Multiple Long run Low trans- service vendors lengths portation levels SOURCE MAKE DELIVER SELL Sequential Planning Logistics Procurement Manufacturing Sales Planning Planning Planning Target Synchronized, Concurrent Planning Process Approach (Plan-Source-Make-Deliver-Return) Logistics Procurement Manufacturing Sales Planning Planning Planning Target
Marketplace competitionis not ............firm vs. firm, it’s ..... supply chain vs. supply chain.
Key Success Factor in Supply Chain Management • Understanding of internal & external environment - Customers, Customers’ customers, Demand Pattern - Our Value Proposition & Network including Suppliers+Competitors - Social & Political & Market Uncertainties • Trust and good coordination among business partners • Win – win solution • Standardization • Performance measurement & benchmarking • Effective & efficient information flow • Technology and IT Support • Business Process Outsourcing (BPO) • Effective & efficient networking
For short-term focusing in 2010-20131) Customer side equations will take prominence over rest of value chain.2) Supply Chains will get more integrated with marketing and service chains.3) Speed and responsiveness will be key drivers for spend on new initiatives.4) Cost will continue to play critical role in decision making.5) Asset Management will gain more prominence and will help in accelerating “green” initiatives.Source: PRTM Management : Global Supply Chain Trends:2010-2012 : 2010 37 20/01/2013
Logistics and Supply Chain • Collaboration of Logistics Processes Company Infrastructure Company Infrastructure Company Infrastructure Organization, People and Methods Organization, People and Methods Organization, People and Methods Systems and Technology Systems and Technology Systems and Technology Procurement Procurement ProcurementInbound Operation Outbound Marketing Service Inbound Operation Outbound Marketing Service Inbound Operation Outbound Marketing ServiceLogistics Logistics & Logistics Logistics & Logistics Logistics & Sales Sales Sales Internal Supply-Chain Logistics Source: ดร. วิทยา สุหฤทดารง Logistics External Logistics 38 20/01/2013
Extended Value Chain Supplier’s Channel Customer’sValue Chain Value Chain Value Chain Organization’s Value Chain Organization’s Value Chain Source: ดร. วิทยา สุหฤทดารง Company Infrastructure Support Activities Organization, People and Methods Systems and Technology Procurement Inbound Operation Outbound Marketing Service Logistics Logistics & Sales Primary Activities 39 20/01/2013
วัตถุประสงค์ ในการบริหารการขนส่ ง: โดยหลักการ (Objectives of Transportation Management Conventional Approach)9Rs Supplying Right Product in Right Quantity and Right Quality for delivery with Right Method at the Right Time to Right Place, from the Right Source, with the Right Service, and at the Right Price to customers 9 Right Source จากแหล่งผลิตทีถกต้อง ่ ู 43 20/01/2013
For Sustainable … We will think to… Source: Mckinsey 76 20/01/2013
In my mind…what we need to… Understand … “ Context of Logistics and SCM” to gain value chain Learn to… “ Adopt and Adept” Manage to …“ Balance”: Couple Things (*) Leader …is a person who “ Build Culture” Communication to … “ Collaboration” Logistics is Dynamic … but it is not complicated… “ Don’t Think too Much” Positive Thinking… is “ Real motivation” ( Ourselves) “ Outside In “ to think, but “Inside- Out” to DO Strengthen Networks… with “ Trust… and Team” All in all … is “ Human” 77 20/01/2013