Escolar Documentos
Profissional Documentos
Cultura Documentos
Ashok Aima
Corporate Competitive Strategy
Finance Strategy
Internal
Company politics and restructuring
Modified relationships with customers and suppliers
Product Life Cycle
Introduction Growth Maturity Decline
• Best period to •Practical to •Poor time to •Cost control
increase market change price change image, critical
share price or quality
or quality
•R&D image •Competitive
engineering •Strengthen costs become
critical critical Sales
niche
•Defend market
position
Time
• Frequent •Forecasting •Standardization •Little product
product and critical - minor product differentiation
process •Products and changes •Overcapacity
changes process •Optimum in the industry
•Short reliability capacity •Reduce
production runs •Increase •Process stability capacity and
•High capacity •Long production eventually
production •Shift towards runs prune line to
costs product focus eliminate items
•Limited •Enhance not returning
Responsive
Supply Chain
of c
Responsiveness n e gi
Spectrum Zo rate t
St Fi
Efficient
Supply Chain
Certain Implied Uncertain
Demand Uncertainty Demand
Spectrum
Implied Demand Uncertainty: The uncertainty that exists due to the portion of
Demand that the supply chain is required to meet.
Responsiveness
Cost Leadership
Differentiation
Dell’s competitive advantage: Provide
customized PC configurations, with short delivery
times and affordable prices.
Dell’s success in PC market:
Focused on strategic partnerships: suppliers down
from 200 to 47
Suppliers maintain nearby ship points; delivery
time 15 minutes to 1 hour
Suppliers own inventory until used in production
Demand pull throughout value chain –
“information for inventory” substitution
Demand forecasting is critical – changes are
shared immediately within Dell and with supply
base
Customers frequently steered to “recommended
configurations” with high availability to balance
supply and demand
External logistics supplier used to manage inbound
supply chain
Customer Customer
PULL
Virtual Integration
Distribution
Channels
PULL
Dell
PUSH
Manufacturer
Suppliers
PUSH
Suppliers
Efficiency Responsiveness
Market
Facilities Inventory Transportation Information
Segmentation
Increasing variety of products
Decreasing product life cycles
Increasingly demanding customers
Fragmentation of Supply Chain Ownership: vertical
vs. virtual integration
Globalization and Market Segmentation
“Closed Loop” SC