供应链管理（英文课件）Chapter7-The_Value_of_Information.ppt

* * * Chapter 7: The Value of Information * Dr. YANG Ruina * * * Agenda Introduction Bullwhip Effect Information Sharing and Incentives Summary * Introduction Value of using any type of information technology Potential availability of more and more information throughout the supply chain Implications this availability on effective design and management of the integrated supply chain * Abundant Information Reducing variability in the supply chain. Reducing lead time. Creating better forecasts, accounting for promotions and market changes. Coordination of manufacturing and distribution systems and strategies. Enables retailers to better serve their customers by offering tools for locating desired items. Enables retailers to react and adapt to supply problems more rapidly. * Bullwhip Effect Customer demand for specific products does not vary much Inventory and back-order levels fluctuate considerably across their supply chain * Challenges in SCM * Example Sales quite flat Retailer’s orders fluctuate more than consumer sales Distributor’s orders fluctuate more than retail sales Supplier’s orders fluctuate even more This increase in variability as we travel up in the supply chain is referred to as the Bullwhip Effect! * 4-Stage Supply Chain * Increase in variability magnified with increasing lead time. Safety stock and base-stock levels have a lead time component in their estimations. With longer lead times: a small change in the estimate of demand variability implies a significant change in safety stock and base-stock level, which implies significant changes in order quantities leads to an increase in variability Factor 2: Lead Time * Factor 3: Batch Ordering Retailer uses batch ordering, as with a (Q,R) or a min-max policy Wholesaler observes a large order, followed by several periods of no orders, followed by another large order, and so on. Wholesaler sees a distorted and highly variable pattern of orders. Such pattern is also a result of: Tr