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Learning Objectives
1. Identify the key factors to be considered when designing a distribution network 2. Discuss the strengths and weaknesses of various distribution options 3. Understand how online sales have affected the design of distribution networks in different industries
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Figure 4-1
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Figure 4-2
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Figure 4-3
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Figure 4-4
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Figure 4-5
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Figure 4-6
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Transportation
Lower facility costs because of aggregation. Some saving on handling costs if manufacturer can manage small shipments or ship from production line.
Significant investment in information infrastructure to integrate manufacturer and retailer.
Information
Table 4-1
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Response time
Long response time of one to two weeks because of increased distance and two stages for order processing. Response time may vary by product, thus complicating receiving.
Easy to provide a high level of variety. Easy to provide a high level of product availability because of aggregation at manufacturer. Good in terms of home delivery but can suffer if order from several manufacturers is sent as partial shipments. Fast, with the product available as soon as the first unit is produced.
Order visibility
Returnability
More difficult but also more important from a customer service perspective.
Expensive and difficult to implement.
Table 4-1
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Figure 4-7
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In-Transit Merge
Cost Factor Inventory Transportation Facilities and handling Information Performance
Similar to drop-shipping. Somewhat lower transportation costs than drop-shipping. Handling costs higher than drop-shipping at carrier; receiving costs lower at customer. Investment is somewhat higher than for dropshipping.
Table 4-2
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In-Transit Merge
Service Factor Performance
Response time
Product variety Product availability Customer experience
Similar to drop-shipping; may be marginally higher. Similar to drop-shipping. Similar to drop-shipping. Better than drop-shipping because only a single delivery has to be received.
Time to market
Order visibility Returnability
Table 4-2
Similar to drop-shipping.
Similar to drop-shipping. Similar to drop-shipping.
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Figure 4-8
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Higher than manufacturer storage. Difference is not large for faster moving items but can be large for very slow-moving items. Lower than manufacturer storage. Reduction is highest for faster moving items. Somewhat higher than manufacturer storage. The difference can be large for very slowmoving items. Simpler infrastructure compared to manufacturer storage.
Table 4-3
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Response time
Product variety Product availability
Faster than manufacturer storage. Lower than manufacturer storage. Higher cost to provide the same level of availability as manufacturer storage.
Customer experience
Time to market Order visibility Returnability
Table 4-3
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Figure 4-9
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Higher than distributor storage with package carrier delivery. Very high cost given minimal scale economies. Higher than any other distribution option. Facility costs higher than manufacturer storage or distributor storage with package carrier delivery, but lower than a chain of retail stores. Similar to distributor storage with package carrier delivery.
Information
Table 4-4
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Response time
Product variety Product availability Customer experience Time to market
Very quick. Same day to next-day delivery. Somewhat less than distributor storage with package carrier delivery but larger than retail stores. More expensive to provide availability than any other option except retail stores. Very good, particularly for bulky items. Slightly higher than distributor storage with package carrier delivery. Less of an issue and easier to implement than manufacturer storage or distributor storage with package carrier delivery. Easier to implement than other previous options. Harder and more expensive than a retail network.
Table 4-4
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Figure 4-10
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Can match any other option, depending on the location of inventory. Lower than the use of package carriers, especially if using an existing delivery network. Facility costs can be high if new facilities have to be built. Costs are lower if existing facilities are used. The increase in handling cost at the pickup site can be significant. Significant investment in infrastructure required.
Information
Table 4-5
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Response time
Similar to package carrier delivery with manufacturer or distributor storage. Same-day delivery possible for items stored locally at pickup site. Similar to other manufacturer or distributor storage options. Similar to other manufacturer or distributor storage options. Lower than other options because of the lack of home delivery. Experience is sensitive to capability of pickup location. Similar to manufacturer storage options. Difficult but essential. Somewhat easier given that pickup location can handle returns.
Table 4-5
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Product variety Product availability Customer experience Time to market Order visibility Returnability
Higher than all other options. Lower than all other options. Higher than other options. The increase in handling cost at the pickup site can be significant for online and phone orders. Some investment in infrastructure required for online and phone orders.
Table 4-6
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Response time
Product variety
Same-day (immediate) pickup possible for items stored locally at pickup site. Lower than all other options.
Product availability
Customer experience Time to market Order visibility Returnability
Table 4-6
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Table 4-7
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Table 4-8
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Product availability
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Inventory
Facilities
Lower inventory levels if customers will wait Postpone variety until after the customer order is received Costs related to the number and location of facilities in a network Costs associated with the operations in these facilities
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall . 4-36
Transportation
Lower cost of transporting information goods in digital form For nondigital, aggregating inventories increases outbound transportation
Share demand, planning, and forecasting information throughout its supply chain Additional costs to build and maintain the information infrastructure
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall . 4-37
Information
Figure 4-11
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Reduced inventory costs Lower facility costs Higher total transportation costs Incremental increase in information costs
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Table 4-10
Product availability
Customer experience Time to market Order visibility Direct sales Flexible pricing, portfolio, promotions Efficient funds transfer Inventory Facilities
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+1 +1 0 +1 +1 +2 +1 +1
Transportation
Information
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall .
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0
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0
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Table 4-11
Product variety
Product availability Customer experience Time to market Order visibility Direct sales Flexible pricing, portfolio, promotions Efficient funds transfer Inventory
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+1 +1 +1 0 0 +1 0 +1
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+2 +1 +2 0 +1 +1 0 +2
Facilities
Transportation Information
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall .
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2 1
+1
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Table 4-12
Product variety
Product availability Customer experience Time to market Order visibility Direct sales Flexible pricing, portfolio, promotions Efficient funds transfer Inventory
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0 +1 0 1 0 +1 0 0
Facilities
Transportation Information
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall .
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2 1
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Table 4-12
Product variety
Product availability Customer experience Time to market Order visibility Direct sales Flexible pricing, portfolio, promotions Efficient funds transfer Inventory
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+1 +1 1 0 0 +1 0 +2
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+2 +1 1 0 0 +1 0 +2
Facilities
Transportation Information
Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall .
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2 1
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0 1
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strategy is advantageous Product, price, commoditization, and criticality have an impact on the type of distribution system preferred by customers
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