安达信伊莱克斯“NetworkStrategy”项目

©AndersenConsulting1999ElectroluxChina“NetworkStrategy”ProjectFinalReportPresentationBeijing,March10,1999Page1ProjectIntroductionandBackgroundCustomerSurvey-SurveyApproach-SurveyResults-FindingsandOpportunitiesLogisticsNetwork-EOQinventorymodeling-LogisticsnetworkmodelingRecommendationsandnextstepsAppendices-Processflow-CostanalysisContentsPage2MajorBrandsMarketSharein1999Electrolux4%Haier37%Rongsheng12%Xinfei12%Meiling8%Changling3%SH-Sharp3%National2%Others13%Samsung3%Siemens3%Page3ElectroluxObjectivesReduceworkingcapitalIncreaseturnover(throughgreaterproductavailability)ReduceoperatingcostsElectroluxChinahascommittedtoachieveBestPracticeServiceandCost,asbasisforrapidbusinessgrowth•highinventorycarryingcost•in-storestock-outs•toomanywarehouses:•limitedinventoryandservicecontrol:SOPsystemsandproceduresforinventorycontrolarenotsystematicallyinplace/appliedlimitedknow-howandsupport•unclearresponsibilitiesandperformancecriteriaElectrolux’ssupplychainobjectives...…aretoimprovecurrentperformance...…todeliverrealbottomlinebenefitsElectroluxChinahasidentifiedsupplychainimprovementsasoneofitscorporateprioritiestoimprovecustomersatisfactionandcostperformance.Satisfyrequirementsoftargetcustomers(betterthancompetition)AchievefullcontroloftheentirelogisticsprocessLimitedvisibilityandcontrol,appropriateperforrmancecriterianotinplaceLikelygapsinservicesatisfaction.RequiredServiceLevelsandcompetitors’positionarenotmeasuredPage4TheoverallobjectiveofElectroluxChinaNetworkStrategyProjectistooptimizethedistributionnetworkconfigurationintermsof:-Meetingcustomerservicerequirements;-Achievingminimumcosts;and-Controllingtheentireoutboundlogisticsprocess.•IncreasedRevenue-Improvedproductavailabilityandpromisingcapabilities-Scalabilitytomeetfuturebusinessrequirements.-Improvedresponsivenesstomarketconditions.-Optimizedfillratecapability.-Moreflexible,responsivedeliveryoptions-Morevalue-addedservices.•Reducedlogisticscosts-Improvedendtoendsupplychainvisibility-Lowercost-to-serveintransportationanddistribution•Improvedassetproductivity-Fewerstocklocationsthroughrationalizationtoachievehighernetworkproductivity•Reducedworkingcapital-LowerLDCstocksthroughmoreflow-throughs,smallermorefrequentorders,centralizedslowmovers,betteruseofsupplierstocksetc.EXPECTEDRESULTSPROJECTOBJECTIVE:Page5TheoverallobjectiveofElectroluxNetworkStrategyProjectistodeterminetheleastcostdistributionnetworkconfigurationtosatisfythespecificservicelevelrequirementsofitscurrentandfuturetargetcustomersProjectObjectiveandScopeThescopeoftheNetworkStrategyProjectistoanswerthefollowingquestions:•Whatarethecustomerservicerequirementswhichimpactchanneldesign,logisticprocessandinfrastructure?•Whatisthecurrentperformance(performancemeasureandcustomersatisfaction)ofElectroluxinmeetingtheserequirementsandwhatistheGAPversusthecompetitorsaswellasagainstthe“BestPractice”achievableinChina?•ShouldElectroluxprovideinventorycarryingandtransportationservicestoourclients(withappropriatepriceincrease)?WhatotheradditionallogisticservicescanprovidecompetitiveadvantagetoElectroluxinthemarketplace?•ShouldElectroluxchangethestructureofitsdistributionchannelsinChina(e.g.salestoretailers,vstodistributors?)•CanElectroluxgainbyplantdirectshipping?•Howmanydistributioncenters(DCs)shouldElectroluxhave?HowmanyRDCsandLDCs?•WhereshouldtheDCsbelocated?•Whichtypes/locationofcustomersandwhichbranchshouldbeservedbyeachDC?Whichcustomersshouldbeserveddirectly?•ShouldallDCscarryallproductsorshouldtheybespecializedbyproductline?•ShouldElectroluxcontractforwarehousingservicesoroperateitsownDCs?•WhatimpactdodifferenttransportationmodeshaveonElectroluxlogisticsnetworkrequirements?•Whatinventorycontrolprocedures(highlevel)shouldElectroluxestablishinordertosatisfycustomers,minimizecostandmaintaincontrol?•Whatarethesystemsandhumancompetenciesrequirementstoachievetheseobjectives?Page6IndevelopingtheoptimumsupplychaincapabilityforElectroluxChinaweareutilizingathree-phasedapproachtodevelopingandrolling-outthenewdistributionnetwork-ThisprojectcoversonlyPhaseIValidationofcurrent/futurecustomerneedsClearlydefinedscenariosValidatednetworkbaselineScenarioanalysisRecommendeddistributionnetworkstrategyBenefitandriskanalysisandfinancialimplicationsPreliminarybusinesscaseandtransitionplanOperatingmodeldetaileddesign“QuickhitsdesignandimplementationDetailedimplementationplanPilotsofkeydesigncomponentsRefinedbusinesscaseandperformancetrackingmodelImplementedchangemanagementstructureInfrastructuredevelopmentOperatingmodelroll-outPerformancemonitoringandcontinuousimprovementKeyOutcomesImplementationRolloutPhaseIPhaseIIPhaseIIIDistributionNetworkProcessDesignDistributionNetworkStrategyDevelopmentScopeofthisprojectOverallApproachtowardsNetworkOptimizationPage7BuildLogisticsModelTask5AssessAlternativesTask6ConductReviewSessionsTask7PresentResults,Recommen-dations&Implemen-tationActionPlansTask8ConductVisioningSessionsTask1a.InitiateDataCollectionReviewCurrentOperationsTask2Under-standServiceRequire-mentsTask3Init