物流學原理課件 chap3 The LogisticsSupply Chain Product

3-1TheLogistics/SupplyChainProduct“Logistics/SupplyChainmanagersare‘owners’oftheproduct-flowprocessfromrawmaterialsourcestofinalconsumers,notactivityadministrators.”Chapter33-2ProductinthePlanningTrianglePLANNINGORGANIZINGCONTROLLINGTransportStrategy?Transportfundamentals?TransportdecisionsCustomerservicegoals?Theproduct?Logisticsservice?Oc.&info.sys.InventoryStrategy?Forecasting?Inventorydecisions?Purchasingandsupplyschedulingdecisions?Storagefundamentals?StoragedecisionsLocationStrategy?Locationdecisions?ThenetworkplanningprocessPLANNINGORGANIZINGCONTROLLINGTransportStrategy?Transportfundamentals?TransportdecisionsCustomerservicegoals?Theproduct?Logisticsservice?Oc.&info.sys.InventoryStrategy?Forecasting?Inventorydecisions?Purchasingandsupplyschedulingdecisions?Storagefundamentals?StoragedecisionsLocationStrategy?Locationdecisions?Thenetworkplanningprocess3-3

TheimportanceofProductTheproductisthecenteroffocusinlogisticssystemdesignbecauseitistheobjectiveofflowinthesupplychain.Theproductgeneratesthefirm’srevenue.Theproduct’sbasicdimensions,asrepresentedbyitscharacteristics,package,andprice,areelementsofcustomerserviceinthedesignoflogisticssystem.3-4Section1.NatureoftheLogistics/SCProduct

1.Aproductistheoutcome,orresult,ofanyactivityorprocess,whichiscomposedofaphysicspartandanintangiblepart.–Physicspart:weight,volume,shape,features,performanceanddurability.

–Intangiblepart:after-salesupport,companyreputation,communicationtoprovidecorrectandtimelyinformation,flexibilitytomeetanindividualcustomersneeds,andrecoverytorectifymistakes.

–Anycompany’stotalproductofferingwillbeamixtureofbothphysicalandservicecharacteristics..3-5Section1.NatureoftheLogistics/SCProduct

2.ProductclassificationDependingwhowillusetheproduct,thelogisticssystemdesignshouldreflectthedifferentusepatterns.1)ConsumerproductsDirectedtoultimateconsumers.Therearebasicdifferencesinthewayconsumersgoaboutselectinggoodsandservice,andwheretheybuythem.3-6Section1.NatureoftheLogistics/SCProduct

Convenienceproductsarethosegoodsandservicesthatconsumerspurchasefrequently,immediately,andwithlittlecomparativeshopping,suchasbankingservice,tobaccoitemsandmanyfoodstuffs.?Requirewidedistributionthroughmanyoutlets.?Distributioncostsaretypicallyhigh.?Customerservicelevelmustbehightoencourageanyreasonabledegreeofcustomerpatronagefortheproducts.Example:PepsiandCoca-colavs.vendingmachine3-7Section1.NatureoftheLogistics/SCProduct

Shoppingproductsarethoseforwhichconsumersarewillingtoseekandcompare:shoppingmanylocations,comparingprice,qualityandperformance;makingapurchaseonlyafter carefuldeliberation,suchashigh-fashionclothes,automobiles,homefurnishings,andmedicalcare.?Thenumberofstockingpointsissubstantiallyreduced.?Anindividualsuppliermaystockgoodsorofferingservicesinonlyafewoutlets.?Distributioncostsaresomewhatlow.Example:High-level,specializedmedicalcare(Universityhospital)3-8Section1.NatureoftheLogistics/SCProduct

Specialtyproductsarethoseforwhichbuyersarewillingtoexpendasubstantialeffortandoftentowaitasignificantamountoftimeinordertoacquirethem,suchasfinefoods,custom-madeautomobiles,andservicesmanagementconsultingadvice.?Distributioniscentralized?Customerservicelevelarenothigh?Manyfirmswillattempttocreatebrandpreference.Example:Musicalinstruments3-9Section1.NatureoftheLogistics/SCProduct

2)Industrialproductsaredirectedtoindividualsororganizationsthatusethemtoproduceothergoodsorservice.Vendorstypicallyseekthebuyers.–Classification:accordingtotheextenttowhichtheyentertheproductionprocess.

?Thatarepartofthefinishedproduct,suchasrawmaterial,componentparts.?Thatareusedinthemanufacturingprocess,suchasbuildings,equipment.?Thatdonotentertheprocessdirectly,suchassupplies,businessservice.3-10Section2.The80-20Curve

The80-20conceptisderivedafterobservationofproductpatternsinmanyfirms.Thefact:thebulkofthesalesisgeneratedfromrelativelyfewproductsintheproductline80percentofafirm’ssalesaregeneratedby20percentoftheproductlineitems.

Theconceptof80-20CurveABCClassificationfor14Products

ProductNumber

ProductRankbySalesa

MonthlySales(000s)

CumulativePercentofTotalSalesb

CumulativePercentofTotalItemsc

AnABCClassifi-

cation

D-204

1

$5,056

36.2%

7.1%

D-212

2

3,424

60.7

14.3

A

D-185-0

3

1,052

68.3

21.4

D-191

4

893

74.6

28.6

B

D-192

5

843

80.7

35.7

D-193

6

727

85.7

42.9

D-179-0

7

451

89.1

50.0

D-195

8

412

91.9

57.1

D-196

9

214

93.6

64.3

D-186-0

10

205

95.1

71.4

C

D-198-0

11

188

96.4

78.6

D-199

12

172

97.6

85.7

D-200

13

170

98.7

92.9

D-205

14

159

100.0

100.0

$13,966

3-50102030405060708090100020406080100Totalitems(%)Totalsales(%)AitemsBitemsCitemsCumulative80-20Curve3-6Anexact80-20ratioisrarelyobserved,butthedisproportionalitybetweensalesandthenumberofitemsisgenerallytrue.3-13Thefrequentuseofthe80-20Curve

The80-20conceptisparticularlyusefulindistributionplanningwhentheproductsaregroupedorclassifiedbytheirsalesactivity.

ABCclassification–Aitems:thetop20percentManywarehousewithhighlevelofstockavailability–Bitems:thenext30percentIntermediatedistributionstrategy–Citems:thebottom50percentSingle,centralwarehousingwithlowerstockavailability3-14Thefrequentuseofthe80-20Curve

Considerhowthe80-20ruleisusefulinestimatinginventorylevelsDescribethe80-20curvemathematicallyOneofanumberofmathematicalequations:

Y=(1+A)*X/(A+X)

A=(1-Y)*X/(Y-X)Y:cumulativefractionofsalesX：cumulativefractionofitemsA：aconstanttobedetermined

3-15

Example

Supposethatinaninventoryof10items,15%oftheitemsaccountfor80%ofthesalesvolume.Thetotalsalesofall10itemsareforecasttobe$90,000peryear.HowmuchinventorycanbeexpectedifturnoverFirst,findA.0.0462=.15-.80.80)-.15(1=AThen,usingA=0.0462andthefirstitem(1/10),weprojectthesalesvolumetobe:sales

the

of

71.6%

or

,7156.0.10+.0462.0462).10+(1=Y=Theinventoryforthisitemisexpectedtobe0.716(90,000)/8=$8,055.Continuefortheremainingitemsandgeneratethefollowingtable.forAitems=8,Bitems=5,andCitems=2?TurnoverTotalsalesExample(Cont’d)Item(X)no.CumulativeitemfractionProjectedcumulativesalesfractionProjectedcumulativesales(ProjecteditemsalesTurnoverratioAverageinventory1.10.716$64,440$64,4408:1$8,0552.20.85076,50012,0608:11,5083.30.90781,6306,6305:11,3264.40.93884,4202,7905:15585.50.95886,2201,8005:13606.60.97187,3901,1702:15857.70.98188,2909002:14508.80.98989,0107202:13609.90.99589,5505402:1270101.001.00090,000

450

2:1225

$90,000$13,6975ABC3-8exerciseItem(X)no.CumulativeitemfractionProjectedcumulativesalesfractionProjectedcumulativesales(ProjecteditemsalesTurnoverratioAverageinventory1.107:12.207:13.305:14.405:15.505:16.602:17.702:18.802:19.902:1101.002:15ABC3-8Supposethatinaninventoryof10items,21%oftheitemsaccountfor68%ofthesalesvolume.Thetotalsalesofall10itemsareforecasttobe$25,000peryear.HowmuchinventorycanbeexpectedifturnoverforAitems=7,Bitems=5,andCitems=2?3-18Section3.Productcharacteristics

Themostimportantcharacteristicsoftheproductthatinfluencelogisticsstrategyareweight,volume,value,perishability,flammability,andsubstitutability.Thecombinationofthesecharacteristicsareanindicationoftheneedforwarehousing,inventories,transportation,materialshanding,andorderprocessing.3-19

-Weight-bulkratio

-Value-weightratio

-Substitutability

-Risk

Section3.Productcharacteristics3-20Section3.Productcharacteristics

1.Weight-bulkratio

Theweight-bulkratioisaparticularlymeaningfulmeasure,astransportationandstoragecostsaredirectlyrelatedtothem.Productsthataredensehaveahighweight-bulkratio,suchasrolledsteel,printedmaterial,andcannedfoods.3-21Section3.Productcharacteristics

1.Weight-bulkratio

Productswithlowdensityhavealowweight-bulkratio,suchasinflatedbeachballs,boats,potatochips,andlampshades.3-22EffectofWeight-BulkRatioonLogisticsCostsStoragecostsTransportationcostsTotalcosts(transport+storage)Weight-bulkratio00Logisticscostsasapercentofsalesprice3-23Section3.Productcharacteristics

2.Value-weightratio

Whenproductvalueisexpressedasaratiotoweight,someobviouscosttradeoffsemergethatareusefulinplanningthelogisticssystem.?Productswithlowvalue-weightratio:coal,iron,bauxite,andsand

?Productswithhighvalue-weightratio:electronicequipment3-24EffectofValue-WeightRatioonLogisticsCostsTotalcosts(transport+storage)StoragecostsTransportationcostsLogisticscostsasapercentofsalespriceValue-weightratio003-25Section3.Productcharacteristics

iftheproducthasalowvalue-weightratio,thefirmshouldtrytonegotiatemorefavorabletransportationratesratesaregenerallylowerforlawmaterialsthanforfinishedproductsofthesameweightiftheproducthasahighvalue-weightratio,minimizingtheamountofinventorymaintainedistypicalreaction

3-26Section3.Productcharacteristics

3.Substitutability

Whencustomersfindlittleornodifferencebetweenafirm’sproductandthoseofcompetingsuppliers,theproductsaresaidtobehighlysubstitutable.Manyfoodsanddrugshaveahighlysubstitutablecharacteristics.Inlargepart,logisticianhasnocontroloveraproduct’ssubstitutability,yetheorshemustplanforthedistributionofproductswithvaryingdegreesofsubstitutability.Substitutabilitycanbeviewedintermsoflostsalestothesuppliers.3-27EffectofTransportServiceandInventoryLevelonLogisticsCostsTotalcosts(transport+lostsales+storagecosts)TransportcostsLostsalesStoragecostsLogisticscostsasapercentofsalespriceImprovedtransportationservice00(a)Averageinventorylevel00LogisticscostsasapercentofsalespriceTotalcosts(transport+lostsales+storagecosts)LostsalesStoragecostsTransportcosts(b)3-28Section3.Productcharacteristics

4.RiskCharacteristics

Productriskcharacteristicsrefertofeaturessuchasperishability,flammability,value,tendencytoexplode,andeaseofbeingstolen,suchaspens,watches,orcigarettes.?Whenaproductshowshighriskinoneormoreofthesefeatures,–certainrestrictionsareforcedonthedistributionsystem,–bothtransportationandstoragecostsarehigher.3-29EffectofProductRiskonLogisticsCostsIncreasingdegreeofriskintheproduct00LogisticscostsasapercentofsalespriceTotalcosts(transport+storage)TransportcostsStoragecosts3-30Section4.TheProductLifeCycle

?Productsfollowsasalevolumepatterngoingthroughfourstages:IntroductionGrowthMaturityDecline.3-31Intro-ductionGrowthMaturityDeclineSalesvolumeTimeProductLife-CycleCurve3-32Section2.TheProductLifeCycle

–Introduction:Anewproductisintroducedintothemarketplace.?Salesarenotatahighlevel?Stockingisrestrictedtorelativelyfewlocations?ProductavailabilityislimitedExample:iPad

3-33Section2.TheProductLifeCycle

–Growth