1 Kerem B¨ ulb¨ ul 1 We would like to thank Shiming Deng for his valuable contributions to the preparation of this manual.Chapter 1 Introduction to Supply Chain Management Discussion Questions Question 1 Pick any car model manufactured by a domestic auto maker. For example, consider the 2002 Ford Thunderbird. a. The supply chain for a car typically includes the following components: 1. Suppliers for raw materials 2. Suppliers for parts and subsystems 3. Automobile manufacturer (Ford, in this example). Within a company, there are also di?erent departments, which constitute the internal supply chain: i. Purchasing and material handing ii. Manufacturing iii. Marketing, etc. 4. Transportation providers 5. Automobile dealers b. Many ?rms are involved in the supply chain. 1. Raw material suppliers. For instance, suppliers for steel, rubber, plastics, etc. 2. Parts suppliers. For instance, suppliers for engines, steering wheels, seats, and elec- tronic components, etc. 3. Automobile manufacturer. For instance, Ford. 4. Transportation providers. For instance, shippers, trucking companies, railroads, etc. 5. Automobile dealers. For example, Hayward Ford. c. All companies involved in the supply chain want to maximize their respective pro?ts by increasing revenue and decreasing cost. However, companies may employ di?erent 2strategies in order to achieve this goal. Some of them focus on customer satisfaction and quick delivery, while others may be more concerned about minimizing inventory holding costs. d. In general, di?erent parts of the supply chain have objectives that are not aligned with each other. 1. Purchasing: Stable order quantities, ?exible delivery lead times and little variation in mix. 2. Manufacturing: Long production runs, high quality, high productivity and low pro- duction costs. 3. Warehousing: Low inventory, reduced transportation costs and quick replenishment capability. 4. Customers: Short order lead times, a large variety of products and low prices. Typically, the automobile dealer would like to o?er a variety of car colors and con?g- urations to accommodate di?erent customer preferences, and meanwhile have a short delivery lead time from the manufacturer. However, in order to maximize the length of production runs, and utilize resources more e?ciently, the manufacturer would like to aggregate orders from di?erent dealers and o?er less variety in car con?gurations. This is a clear example of con?icting marketing and manufacturing goals. Question 2 a. The supply chain for a consumer mortgage o?ered by a bank may involve various com- ponents: 1. Marketing companies that handle solicitation to potential customers. 2. Credit reporting agencies that evaluate potential customers. 3.Thebankthatextendsthemortgageloans. 4. Mortgage brokers through which the loans are distributed. b. The marketing companies strive to increase the response rate from homebuyers in order to maximize their returns. Banks aim at a customer portfolio with a relatively low risk, healthy ?ow of payments and low average loan maturity date. The brokers would like to maximize their sales commissions. c. Similar to product supply chains, the objective of a service supply chain is to provide what is needed (in this case a particular type of service, rather than a physical product) at the right location, at the right time, and in a form that conforms to customer require- ments while minimizing systemwide costs. However, there are a number of di?erences between the two types of supply chains. For instance: 1. In a product supply chain, there is both a ?ow of information and physical products. In a service supply chain, it is primarily information.
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