1. Doing the Right Thing through
Supply Chain Management
Hayley Goetz
Aaron Smith
OPS 468- Team 5
Winter 2010

2. Supply Chain Management
• Defining Supply Chain Management
• Evolution
– Railroads, Highways, and the Berlin Wall
– Breaking global boundaries
• Technology
– Windows 3.0
– Internet modem

3. Supply Chain Management
• Difficulties in implementing SCM successfully
– Van de Ven and perceptions organizations hold of
one another:
• Resource dependence
• Contribution of communication
• Development of consensus
• The Bullwhip effect
– Information Technology
• visibility

4. Superfeet Worldwide Inc.
• Ferndale, Washington
• Founded in 1977 by Dennis Brown and
Christopher Smith
• Privately held with an ESOP program
• Employment
– Ferndale: 85-90 people, including 28 sales reps
– Superfeet Canada: 7 people
– 15-20 independent sales reps
• Distributed in North America, Europe, Japan,
Australia, Israel, New Zealand, and Puerto Rico

5. Superfeet Worldwide Inc.
• Light Assembly, Packaging & Distribution
– Manufacturing in the U.S. and Korea
• B2B, minimal B2C
– Variety of industries: outdoor, medical
• Top 20 vendors sell 80% of product
• Business Model
– 100 % fulfillment, 100% of the time
• Strong Company Culture
– Vision Statement, Purpose, & Core Values

7. SCM at Superfeet
• Superfeet’s definition of a balanced SC
• Long-term relationships and stability
• To build good partnerships, you must be a
good partner

8. Superfeet Worldwide Inc.
• Relationship with each of the members of the
supply chain
– Myco
– Janco
– Ace World Inc.
– Retailers
– Customers

9. SCM at Superfeet
• Good business practices versus a good looking
bottom line
• 10-15 % steady growth each year
• Flexibility

10. Conclusion
• Maintain good relationships with all stakeholders
• Suppliers
• Retailers
• Customers
• Superfeet- Doing the Right Thing
• Flexibility
• Success