Outline 1 2 3 4 5 6 SCM

Outline 1. 2. 3. 4. 5. 6. SCM The Role of Distribution in the Supply Chain Factors Influencing Distribution Network Design Options for a Distribution Network E-Business and the Distribution Networks in Practice Summary of Learning Objectives 4. 배송네트워크 - 2

4. 1 The Role of Distribution in the Supply Chain q Distribution(배송 또는 분배): Steps taken to move and store a product from the supplier stage to the customer stage in a supply chain § Distribution directly affects cost and the customer experience and therefore drives profitability § Choice of distribution network can achieve supply chain objectives from low cost to high responsiveness q Examples: 효과적인 배송체계로 인한 성공기업사례 § Wal-Mart: 일반제품에 대해 낮은 가격에 높은 가용성(Availability) § Seven-Eleven Japan: 적절한 가격에 High Responsiveness 가능 한 배송체계 운영 SCM 4. 배송네트워크 - 3

4. 2 Factors Influencing Distribution Network Design q Distribution network performance evaluated along two dimensions at the highest level: § Customer needs that are met § Cost of meeting customer needs q Distribution network design options must therefore be compared according to their impact on customer service and the cost to provide this level of service SCM 4. 배송네트워크 - 5

4. 2 Factors Influencing Distribution Network Design q Elements of customer service influenced by network structure: § § § q Response time (대응시간) Product variety (제품의 다양성) Product availability (제품의 가용성) Customer experience (고객 경험) Order visibility (주문의 가시성) Returnability (반송능력) Supply chain costs affected by network structure: § § SCM Inventories Transportation Facilities and handling Information 4. 배송네트워크 - 6

4. 3 Design Options for a Distribution Network q q 배송네트워크의 설계 : 고객배달 또는 고객픽업의 문제와 배송 중간 단계의 위치가 핵심의사결정 6가지 분류 § 직접선적 생산자 저장창고(Manufacturer Storage with Direct Shipping) § 직송과 이송을 병합한 생산자 저장창고(Manufacturer Storage with Direct Shipping and In-Transit Merge) § 운송자배송 분배자 저장창고(Distributor Storage with Carrier Delivery) § 최종고객배송 분배자 저장창고(Distributor Storage with Last Mile Delivery) § 고객픽업 생산자/분배자 저장창고(Manufacturer or Distributor Storage with Consumer Pickup) § 고객픽업 소매자 저장창고(Retail Storage with Consumer Pickup) SCM 4. 배송네트워크 - 13

Manufacturer Storage with Direct Shipping Manufacturer Retailer Customers Product Flow Information Flow SCM 4. 배송네트워크 - 14

Manufacturer Storage In-Transit Merge Network Factories Retailer In-Transit Merge by Carrier Customers Product Flow Information Flow SCM 4. 배송네트워크 - 16

Distributor Storage with Carrier Delivery Factories Warehouse Storage by Distributor/Retailer Customers Product Flow Information Flow SCM 4. 배송네트워크 - 18

Distributor Storage with Last Mile Delivery Factories Distributor/Retailer Warehouse Customers Product Flow Information Flow SCM 4. 배송네트워크 - 20

Manufacturer or Distributor Storage with Customer Pickup Factories Retailer Cross Dock DC Pickup Sites Customer Flow Product Flow Information Flow SCM 4. 배송네트워크 - 22

Comparative Performance of Delivery Network Designs 　 Retail Storage with 　 Customer Pickup 대응시간 1 4 4 3 2 4 제품다양성 4 1 1 2 3 1 제품가용성 4 1 1 2 3 1 고객경험 1~5 4 3 2 1 5 시장주문시간 4 1 1 2 3 1 주문가시성 1 5 4 3 2 6 반송능력 1 5 5 4 3 2 재고 4 1 1 2 3 1 수송 1 4 3 2 5 1 시설 및 취급 6 1 2 3 4 5 정보 1 4 4 3 2 5 SCM Manufacturer Storage with Direct In-Transit 　 　 Shipping Merge Distributor Storage with Package 　 Carrier Delivery Distributor storage with 　last mile delivery Manufacturer storage with pickup 　 4. 배송네트워크 - 25

Linking Product Characteristics and Customer Preferences to Network Design High demand product Medium demand product Low demand product Very low demand product Many product sources High product value Quick desired response High product variety Low customer effort SCM Retail Storage with Customer Pickup Manufactur er Storage with Direct Shipping Manufactur er Storage with In. Transit Merge Distributor Storage with Package Carrier Delivery Distributor storage with last mile delivery Manufactur er storage with pickup +2 -2 -1 0 +1 0 0 -1 +1 0 +1 -1 +1 -2 +2 +1 0 -2 +1 +1 -1 -1 +2 +1 0 -1 +2 +1 +1 0 -2 +2 -2 -2 -1 +1 -2 -1 +2 0 +1 0 +2 -2 +1 +2 +2 +2 -1 4. 배송네트워크 - 26

4. 4 E-Business and the Distribution Network q (사례) PC 산업: Dell on-line Customer Order and Manufacturing Cycle Procurement Cycle Dell Supply Chain Cycles SCM Procurement cycle PUSH PROCESSES Customer Order and Manufacturing Cycle PULL PROCESSES Customer Order Arrives 4. 배송네트워크 - 30

4. 4 E-Business and the Distribution Network q (사례) On-line 서점: Amazon. com Customer Pull Amazon Retail Store Distributor Warehouse (? ) Publisher Amazon Supply Chain SCM Customer Pull Bookstore Supply Chain 4. 배송네트워크 - 34

4. 4 E-Business and the Distribution Network q E-Business의 비용에의 영향: Amazon. com § 비용 감소 효과 — 설비비용 감소 — 설비통합 및 재고감소: – Most effective for low volume, – hard to forecast books, – least effective for high volume best sellers § 비용 증가 효과 — Outbound 수송비용 증가 — Handling cost 증가 SCM 4. 배송네트워크 - 36

4. 4 E-Business and the Distribution Network q Opportunities: Amazon. com § On-line 서점의 경우, Dell의 경우보다 저비용 (given current form of books) § 소규모 생산의 경우, 비용 및 제품가용성에서의 이점을 가짐 § On-line 유통은 비용 이점이 있음 (if books are downloadable) SCM 4. 배송네트워크 - 37

4. 4 E-Business and the Distribution Network q (사례) Grocery on-line Customer Supermarket Online Grocer Manufacturer On-Line Supply Chain SCM Warehouse (? ) Manufacturer Supermarket Supply Chain 4. 배송네트워크 - 39

4. 5 Distribution Networks in Practice q q The ownership structure of the distribution network can have as big as an impact as the type of distribution network The choice of a distribution network has very long-term consequences Consider whether an exclusive distribution strategy is advantageous Product, price, commoditization, and criticality have an impact on the type of distribution system preferred by customers SCM 4. 배송네트워크 - 43

Chapter 4. Summary q q q What are the key factors to be considered when designing the distribution network? What are the strengths and weaknesses of various distribution options? What roles do distributors play in the supply chain? SCM 4. 배송네트워크 - 44