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Leveraging suppliers relations

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par Myriam Labidi
ESC Toulouse - bac + 6 0000
  

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GLOSSARY OF TERMS

AECMA: European Association of Aerospace Industries

EDI: Electronic Data Interchange, the transfer of data between different companies using networks, such as the Internet. As more and more companies get connected to the Internet, EDI is becoming increasingly important as an easy mechanism for companies to buy, sell, and trade information

E- RFx: e-request for qualification

ERP: Enterprise Resource Planning. An amalgamation of a company's information systems designed to bind more closely a variety of company functions including human resources, inventories and financials while simultaneously linking the company to customers and vendors.

FAA : Federal Aviation Administration

FAR: Federal aviation requirements

ISO: International Organization for Standardization OEM or PRIMES: Original equipment manufacturer

OTHER PARTIES: Independent organisations engaged in audit and certification activities that are under control and oversight of aerospace industry. They are industry managed

SECOND SHARED PARTIES: European association called ASD EASE in charge of assessing Suppliers QMS, applying the same assessment rules, and sharing the assessment results between its members. They are industry managed

THIRD PARTIES: Independent organisations engaged in audit and certification activities that are not under control and oversight of aerospace industry. They are not industry managed

XML: Extensible Markup Language is a specification developed by the W3C. XML is a pared-down version of SGML, designed especially for Web documents. It allows designers to create their own customized tags, enabling the definition, transmission, validation, and interpretation of data between applications and between organizations.

GENERAL INTRODUCTION: Supply chain

management

"As the economy changes, as competition becomes more global,
it's no longer company vs. company but supply chain versus
supply chain."
Harold Sirkin, VP Boston Consulting Group

Recently, the global market schemes have generated new concepts and mechanisms in various economic and industrial sectors. In the complicated global market place, "Core Competencies" of each enterprise empower their competitive advantages. Thus, the focus of various organizations is directed to their core competencies. For this reason, they try to manage their internal and external resources comprehensively. This orientation to integrating different parts of a business or a production process causes each industry to move initially toward Computer Integrated Manufacturing (CIM). Thereafter, they have evolved into Computer Integrated Business (CIB). More recently, they have grown into Extended Enterprise (Browne et al., 1996).

As a result, modern managers are engaged more and more in the processes of Decision Making (DM) and are forced to consider all factors within the walls of their factories, as well as external factors with a holistic perspective. This led to Supply Chain (SC) systems or more generally, Value Chain (VC) and Value Stream (VS) approaches. SC, VC and VS concepts and definitions, as a total system, have been investigated by many researchers at universities and academic centers, as well as by professionals in industries.

The first concern of a supply chain and a value chain is generally the purchasing process. In such cases, the focus is on the supplier selection, supplier evaluation and relational activities with sellers. In a larger perspective, upstream suppliers are considered as a part of a manufacturing/ buyer enterprise. Buyers usually plan and control their systems and link them to their suppliers. Tiers or levels of suppliers form a supply network, with the buyer managing and leading it in an integrated way.

Finally, supply chain management leads to a value chain approach, in which all the affecting elements related to the customer(s) are considered and analyzed in a broader view. In this approach, manufacturers and distributors are included in the chain. In general, a supply chain is defined as follow: "A supply chain is the network of facilities and activities that performs the functions of product development, procurement of material from vendors, the movement of materials between facilities, the manufacturing products, the distribution of finished goods to customers, and after-market support for sustainability."

Based on this definition, such a network in a system contains a high degree of imprecision. This is mainly due to its real-world character and its imprecise interfaces among its factors, where uncertainties in activities from raw material procurement to the end user make the SC imprecise.


· Main Aspects and Characteristics of the Supply Chain

SC systems can be studied and analyzed from several viewpoints. There are three major perspectives of SC systems: (1) "Material Flow", (2) "Information Flow", and (3) "Buyer-Seller Relations". Apart from these three aspects of SC systems, there are some other building blocks for these systems, such as raw material suppliers, manufacturers of parts, assemblers, Original Equipment Manufacturers (OEMs), distributors, retailers, customers, etc. It should be noted that these aspects examine the SC and all its components in an integrated way.

· Material Flow

Manufacturers should manage their supply resources to meet customer needs. As a matter of fact, today an integrated management of the material flow through different levels of suppliers and distributors is challenging for managers.

Production planning in different sections of a manufacturing enterprise and planning its upstream and downstream activities in a harmonized way are two of the main tasks of managing the flow of materials in an SC.

Synchronizing production planning of each entity and, in a more detailed way, scheduling production lines or job shops in these components of the SC are very complicated and often intractable. This complication can be highlighted if we investigate this chain from a product-oriented point of view.

Consider a product structure or a tree. In the real world, each level of the product tree is assigned to a supplier. A production plan for such a product , which uses, e.g., the MRP approach, determines a due date for each level and each component. When all of these components are produced in one factory, the problem is easier to solve. However, when these levels expand through a chain of suppliers, synchronizing them is usually very complicated, while this synchronization is an obligation in Customer-Driven Manufacturing (CDM). Clearly, a successful plan critically needs supportive logistics. Transportation planning, inventory management and quality assurance activities are some logistics in the smoothing flow of materials through the SC. These logistic activities should be managed in an integrated way.

· Information Flow

The managing and control of each system comprise several parts. In an SC system, information management is an essential sector. Complexities in business planning activities occur in four areas: (a) technological revolution, (1) product changes, (2) research and development, and (3) information explosion. The SC system could be seen as a business enterprise with a high level of data transaction. As a matter of fact, a well-organized information system is a foundation for a proper material flow in the SC.

· Buyer-Seller Relations

The buyer-seller relation is the main aspect of an SC. While traditional approaches to the buy-sell process focus on factors like the price in the buyer-seller relation, the SC draws attention to quality, R&D, cost reduction, customer satisfaction, and partnerships. In an SC, both external and internal resources are important. Consequently, the relations are not established based just on the price and cost.

In the design of new products, for instance, Early Supplier Involvement and Concurrent Engineering are new concepts, which are applied to the SC and lead it to a holistic and comprehensive approach. Some other aspects of the SC, which make it different from traditional approaches are long-term contracts with suppliers and distributors, emphasizing the value adding activities, strategic alliances and information sharing.


· The Organization Goals Definition

Designing and implementing a supply chain management strategy cannot take place until an overall company business plan or strategic plan has been determined. In the planning hierarchy, the business plan or strategic plan is the roadmap for the direction of the company. Just as you would not begin a car trip to a new destination without a map and directions, so too should your company develop its own plan or roadmap as to where it wants to be in 2, 5 or even 10 years.

1 Achieving World-Class Supply Chain Alignment: Benefits, Barriers, and Bridges by Stanley E. Fawcett Department of Management Marriott School of Management Brigham Young University and Gregory M. Magnan Albers School of Management Seattle University CENTER FOR ADVANCEDPURCHASING STUDIES2001, p8

It is important to define a company's strategy in the context of the broader market. An examination of customer's long-range business plans can give an indication of the anticipated market movement and what their position will be, as well as what is necessary to be a supplier to them. This information is usually available for those companies that are able to and willing to take the time to meet and talk to their customers and especially their prospective customers, those who are not yet customers but represent the targeted market. It is also vital to keep a business plan or strategy current. Because markets and customers rapidly change their expectations, so to must a business plan or strategy be flexible and take into account the fluidity of the markets. In fact, a business plan is never truly finished unless an organization is winding up its operations.

The resources required to push the organization in the strategic direction indicated by the business plan must be identified. The primary resource requirements that will need to be determined are people and human resource requirements, financial requirements, infrastructure (both physical and technological) requirements and partner or supplier requirements. When looking out over a period of years it will be difficult to determine exactly what and how many resources will be required to implement a business strategy. However, it is still important to match and plan the acquisition or addition of resources necessary for the strategy as a check on plan credibility and costs.

The resources identified by the company as necessary to the strategic plan should be those sought or valued by the desired customer and market base. For example, if a company sets aside substantial sums for adding an Enterprise Resource Planning platform, it should be certain that the software will improve the capability of the company to service its target market. A company must also be certain it is providing options desired by its current and prospective customers when adding capacity, services or products. It is important to note that when examining the importance of resources in executing a business plan or strategy it is necessary to look at the target market, which may or may not include the current customer base or market.


· Supply Chain Planning

 
 

Implementation of a business strategy requires the understanding of supply chain management. That is the reason why it is important to set a definition of supply chain management. Stanford University's Global Supply Chain Management Forum states the following, "Supply chain management deals with the management of materials, information and financial flows in a network consisting of suppliers, manufacturers/producers, distributors and customers".

Long-range planning for supply chain activities must be linked with the planned activities of marketing and sales to ensure that the necessary resources and processes are in place to support anticipated customer demand.

In order to gain efficiency, the company strategic planning must include supply chain management at an early stage. With regard to supply chain activities, long-range planning must link it with the marketing and sales activities in order to support anticipated customer demand.

Sales and Operations Planning is the cohesive operational strategy that supports the companies business strategy. It provides the means to incorporate, both supply chain management, sales and marketing. Based on realistic and achievable forecasts, the Sales and Operations Planning provides the company plan. Supply chain management activities cannot be maximized if they are conducted without long-term strategy coordination with the other functional areas in the organization. It seems that planning is an essential stage in supply chain management and execution.

Good forecasting is also essential as it enables the operations function to define the best balance between the available resources and the anticipated demand. Forecasting also allows to plan, predict and anticipate future market demand. As customers expect more and more from their suppliers, it is important to share schedules and forecasts with suppliers. It should allow suppliers to use a customer's forecasted schedule and to adapt their organizations. This forecasted schedule helps to avoid the so-called Bull Whip Effect, which is the distortion between the end-customer demand and the supply chain activities. The Bull Whip Effect often result from the lack of coordinated and shared information in the supply chain which is amplified by the forecasting of suppliers on customer's forecasts. As customer's forecasts are rarely 100% reliable, forecasting on it should increase the Bull Whip Effect


· Supply Chain Execution

Supply chain management enables the company to execute its strategy through operations and process. Consequently, Supply chain management organises the following operations:

- Production planning and scheduling

- Procurement of raw materials

- Production of goods

- Delivery to customer

Implementing supply chain management at the fist stage of the Sales and Operations Planning allows the best use of resources. As a matter of fact, poor asset utilization, bloated inventories, poor on time deliveries, high shipping and storage costs and low quality often reveals poor planning rather than poor execution.

Various tools such as Lean manufacturing, Just-In-Time, Total Quality Management and strategic inventory management ensure the most efficient and responsive production system, meaning that you use and have no more than what you need at any given time. These tools focus on the reduction of change- over times in order to produce smaller lots without substantial cost difference.

The automotive and aerospace industries were the first ones to lean out their supply chain. For instance, Toyota was one of the pioneers in the Just-In-Time and lean production use within its

manufacturing systems. Toyota lowers its production costs through the use of Total Quality Management (TQM). Total Quality Management means that the company drives its quality principles into its suppliers and even their suppliers' suppliers. The implementation of TQM ensures that only quality products were delivered to Toyota assembly lines. Therefore, the quality defects number was significantly reduced. As Toyota cars were of higher quality at cheaper prices, Toyota was enabled to took market share away from the American automotive companies and to develop brand value in the United States

Boeing tried to copy the automotive model of production. Boeing has tried to push quality up the supply chain to its suppliers. In larger suppliers such as Honeywell Aerospace, this has even led to the formation of on-site supplier development teams that assist suppliers in reducing costs, lead-times and quality defects in exchange for long-term agreements, year over-year price reductions and cost savings sharing from the direct work of the consulting teams. The result has been that suppliers who have participated in this program have seen higher volumes, revenues and more predictable demand while Honeywell and Boeing, have seen lower costs, better quality and better delivery.

Technologies such as Electronic Data Interchange (EDI), Enterprise Resource Planning (ERP), Manufacturing Resource Planning (MRPII) and Material Requirements Planning (MRP) play a key role in the execution of company operations. These technologies even change the way business is conducted. For instance, in the automotive industry Chrysler, Ford and General Motors put in place a common platform for EDI. In order to minimize on-floor inventory and cash outflow, the automotive assemblers require hourly deliveries by their suppliers. Consequently, the EDI platform main goal was to allow the sharing of schedules both from the automotive company to the supplier and from the supplier to the automotive company.

Being a player in the global marketplace means that the company is enabled to access, to receive and send information. However, in order to ensure the better use of the different technologies described, it must be possible to automate proper internal processes meaning that they must yield good information and results. These strategies of partnerships must be built on trust and imply sharing of information. In addition, the exchange and management of information must not be an undue burden for the participants.

Supply chain management cannot be considered solely as a cost cutting tool. As a matter of fact, without direction cost cuts should impact the services, which are valued by the customers.


· Strategic Procurement

When companies look to implement a strategic procurement program, they should again look at what their customers should truly value and try to shape the supply chain within their influence to meet those value expectations as efficiently as possible.

Quite often Strategic Procurement is considered as the way to get the lowest price from suppliers. However, it seems that the savings generated this way are limited. As a matter of fact, companies that have focused on developing relationships with only a few strategic suppliers have saved significantly more in the long run.

According to the study conducted by the Golden Gate University in California (1992) and the Mc Kinsey study (1997), purchased goods and services could account for 50 to 80 percent of a company's

expenditure. With so much product value tied up in the costs of procurement, the implementation of a lean supply chain strategy implies an effective and planned partnership with suppliers.

Implementation of a strategic procurement program implies the reshaping of the supply chain according to the value expected from the customers. Strategic procurement allows to lower total costs, higher quality, better delivery, fewer supplier and outsourcing of non-core operations to the most reliable suppliers. However, this means that a narrowed supplier base may result in less bargaining power. In addition, delivery problems should affect operations and the functional and technical capability of suppliers should limit the quantities and types of parts that can be purchased.

Already, many manufacturers are seeing order sizes shrink, and frequency of delivery increase. To meet these customer requirements a company's suppliers must be similarly aligned to meet the needs of the marketplace and the customer. In the aerospace and automotive industries, a tier system has been developed consisting of many levels of suppliers, assemblers and an end assembler/marketer. Each tier works with its immediate suppliers to operate as efficiently as possible.

In order to perform its role, a strategic procurement program requires resources and skilled staff. For instance, the Ford motor company's encountered a purchasing fiasco in 2002 , Ford lost about 1 million dollars in its stockpile of precious metals because of failed planning and internal communication. As a matter of fact, the Ford's purchasing group used the same techniques they had used in buying commodities such as steel and copper, while Ford's procurement group was stockpiling large amounts of precious metals. This example illustrates that a strategic procurement is essential.

Supply chain management goes beyond production and logistics functions. In order to support the business strategy, it is linked with planning in coordination with sales and marketing. Several tools such as Business Planning, Sales and Operating Planning coupled with the use of information technology enables firms to better plan and manage their business.

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