200010 Lecture Notes - Lecture 1: Myer

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6 Jun 2018

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WEEK10)Placementcustomervaluefulfilment

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10.1Describethenatureofthesupplychainmanagementandhowmarketingchannelsadd

value

10.2Describethenatureofmarketingchannelsandhowtheyorganisetocreatevalue

10.3discussretailing,retailersmarketingdecisionsanddifferentwaysofclassifyingstoresand

describeretailingtrendsanddevelopments

10.4Compareandcontrastthedifferenttypesofwholesalersandtheirmarketingdecisionsand

discusswholesalingtrends



10.1supplychainsystemofefficientlyandeffectivelyproducing,makingandgettingproductsto

endusers

supplychainmanagementmanagingupstreamanddownstreamvalueaddedflowsofmaterials,

relatedinfoamongsuppliers,resellers,finalconsumers

endofsupplychainmarketingchannels–apartofphysicaldistribution(planning,implementing,

controllingthephysicalflowofmaterials)



consistsofvaluedeliverynetworkcompanyandsupplierswhichpartnerwhicheachotherto

improveentiresystem

infotechnologysystemsimprovedefficiencyoflogistics:pointofsaleterminals,uniformproduct

codes,satellitetracking,



SUPPLYCHAINFORPARTICULARGROCERYSTOREsuppliertoenduser

otherflowsinvolvedorders/deliveryadvice,communicationadvertising



Servicemarketinglogisticscoordinatingnonmaterialactivitiesneededtoprovideserviceina

costeffectivewaywithlevelofquality

e.g)

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supplychaindecisions:whethertosolesourceoperations,wheretolocateaplant,scheduling

decision

Supplychainsaffectenvironmentandfirmsenvironmentalsustainabilityeffortssuchasby

transport,warehousing,logistics.

greensupplychaincostsaving



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supplychainactivities:saleforecastingonschedulingproduction,inventorylevels.finished

goodsflowoffpassthroughshipping

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Supplychaingoals

goal:providetargetedlevelofcustomerserviceattheleastcost

Notionoftradeoffsoccurs(tradeoffsincostareasinvolvedwhendecidingontheservicelevel

theorganisationwilloffercustomers)

Customerserviceincontextmajorbrandsdeliveredwithin24hoursoforderplacement

Tradeoffoccurs:managementwantstoachieveacustomerserviceacceptabletocustomer

givesanoptimalprofit/cashflowresulttocompany



HOWSUPPLYCHAINSADDVALUEBY?

cycletimereductions(changingmanufacturing/servicedeliveryprocess)

conversionoperationslocation(placingmanuf.Plantclosetothesourceofrawmaterialsortv

studioclosetotechnicians)

purchasingdecisionmake,buy,verticallyintegrate,networkwithsuppliers

manufacturing/operationprocessdecisions(productschedulingtoproducelargerlotsizes+

reducecosts)

orderprocessingandcosts(e.g)usingtelecommunicationstechnologytorunasingletelesales

operationinaregionallocationwherelabourisflexibleandcostsarelower)

warehousenumberandcosts(improvecustomerservicebyplacingwarehousesineachcapital

city)

inventorylevelsandcosts(reduceinventorycostsbyintroducingcrossdockingandradiotags

totrackinventory)

transporttypeandcosts(usingrailinsteadofroadtransporttoreducefreightcostsordirectally

beamingtvshowsviamicrowavelinks)

restructuringmarketingchannels(toplaceproductswithineasyreachofbuyers)



MajorsupplychainfunctionsWAREHOUSING,INVENTORYMANAGEMENT,

TRANSPORTATIONANDLOGISTICSINFORMATIONMANAGEMENT



Warehousinghowmany,wherelocated,whattypesofwarehouses

Storagewarehousesstoregoodsformoderatetolongtimes

Distributioncentresmovegoodsthanstorethem

largeandautomatedwarehousesdesignedtoreceivegoodsfromvariousplants,takeorders,

fillefficiently,delivergoodasquicklyaspossible

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e.g)distributionofpharmaceuticalproductsbyAuspharmaceuticalindustriessigma,simbion

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Inventorymanagement

Littlestocknothavingproductswhencustomerwantstobuy(havecostemergencyshipments)

Toomuchinventorytoomuchcosts(balancecostofinventoryagainstsales)

JITINVENTORYwhenneededrequireaccurateforecasting,flexibledelivery

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

TRANSPORTchoiceoftransportaffectspriceofproducts,delivery,conditionofgoodswhen

arrive.canuseintermodaltransport(combiningtwoormoretransport)

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Trucksefficientforshorthaulsofhighvaluemerchfullserviceprovidersofsatellitetracking,

webbasedshipment

Railroadsmajorshareoffreightmovement,costeffectivewayforshippingcoal,sand,minerals

Seacarrierslargegoodbyships(1/3ofcargotonnekm)

Pipelinesshippetrol,gaschemical

Aircarriersairfreightrateshigherthanrail

Internetcarriesdigitalproductsfromproducertocustomerviasatellite,cable,copperwire



SUPPLYINFORMATIONMANAGEMENT

Channelpartnerslinkuptoshareinfo

Sharingthroughelectronicdatainterchange

Largeretailerskmartworkwithmajorsupplierstosetupvendorinventory

managementcustomersharerealdataonsalestosupplier,suppliermanagesinventories



10.2Marketingchannels+value

marketingchannelsetofinterdependentorganisationsinvolvedintheprocessofmakinga

productorserviceavailabletousers



howmarketingchannelsaddvalues?

Havefinancialresourcestocarrydirectmarketingunlikesuppliers

Throughcontacts,experiences,specialisationandscaleofoperation–offerproducersmore

thanitcanonitsown

Transformsassortmentofproductsmadebyproducersintoassortments/brandswantedby

consumers

Intermeditariesefficentinprovidinggoods/suppliers

Importantroleincoordinatingsupplyanddemandmovegoodsfromsuppliersto

consumerremovingpossession,time,placementgaps

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KEYFUNCTIONS

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Numberofchannellevelslayerofintermediarieswhoperformsomeworkinbringingtheproduct

andit’sownershipclosertothefinalbuyers

Morelevelsgreaterchannelscomplexity,morecostsinvolved

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Document Summary

10. 1 supply chain system of efficiently and effectively producing, making and getting products to end users supply chain management managing upstream and downstream value added flows of materials, related info among suppliers, resellers, final consumers end of supply chain marketing channels apart of physical distribution (planning, implementing, controlling the physical flow of materials) consists of value delivery network company and suppliers which partner which each other to improve entire system info technology systems improved efficiency of logistics: point of sale terminals, uniform product codes, satellite tracking, Do 10. 3 + 10. 4 when come back channel behaviour firms partnered for common good/achieve collective goals interdependent cooperate horizontal conflict disagreement among two or more channel members at the same level strategic alliance combine capital,production,marketing resources to accomplish goals vertical conflict problems occur between different levels of marketing channels. eg) a wholesaler/manufacturer multiple channel conflict single firm set up two or more channel that compete with eachother to sell to the same market.

200010 Lecture Notes - Lecture 1: Myer

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