供应链管理(第4、5、6讲)资料.pptVIP

Chapter 2Supply Chain Performance: Achieving Strategic Fit and Scope Learning Objectives Explain why achieving strategic fit is critical to a company’s overall success. Describe how a company achieves strategic fit between its supply chain strategy and its competitive strategy. Dicuss the importance of expanding the scope of strategic fit across the supply chain. Outline Competitive and supply chain strategies Achieving strategic fit Expanding strategic scope 2.1 Competitive and Supply Chain Strategies Competitive and Supply Chain Strategies Competitive strategy: defines the set of customer needs a firm seeks to satisfy through its products and services. ---Product development strategy; Marketing and sales strategy 公司竞争战略界定公司产品和服务满足顾客需要的类型。——定位！（大学？银行？） W-mart：成本 7-11：便利、新鲜、品种丰富 Dell：合理价位提供个人化、多品种产品，等待一周。 Compaq：选择、服务、及时 希望饲料：？ Supply chain strategy: determines the nature of material procurement, transportation of materials, manufacture of product or creation of service, distribution of product. The Value Chain in a Company (Figure 2.1) 价值链： ——产品开发战略： ——营销战略： ——供应链战略：包括传统的供应战略、生产运作战略、物流战略；研究信息、库存、运输和生产设施决策。 供应链战略强调公司内部职能战略之间的密切联系。 2.2 Achieving Strategic Fit 2.2.1 Introduction Strategic fit: Consistency between customer priorities of competitive strategy and supply chain capabilities specified by the supply chain strategy. Competitive and supply chain strategies have the same goals. A company may fail because of a lack of strategic fit or because its processes and resources do not provide the capabilities to execute the desired strategy. Example of strategic fit ---Dell. 战略匹配指竞争战略与供应链战略拥有相同的目标；既竞争战略设计用来满足顾客优先目标与供应链建立供应链能力目标之间的相互协调一致。 竞争战略必须与所有职能战略相互匹配。 不同职能必须恰当组织其流程与资源,以便成功实施这些战略。 ——如Dell 公共平台设计、公共零部件。 2.2.2 How is Strategic Fit Achieved? Step 1: Understanding the customer Step 2: Understanding the supply chain Step 3: Achieving strategic fit Step 1: Understanding the Customer Identify the needs of the customer segment being served.