戴尔供应链分析 Dell Supply Chain Analysis

Dell Supply Chain Analysis

Group 11:

Xiangyuan Ji; Nasim Ghanizadeh; Shunan Qiu; Masoumeh Ghazinejad; Somayeh Heidari

Mentor: Heidi C. Dreyer

Sep-09-2012

Outlines

•What’s direct model?

•Dell’s position in PC market;

–Dell’s competitive strategies;

–Implied demand uncertainty analysis;

•Dell’s supply chain capabilities;

–Facilities;

–Inventories;

–Transportations;

–Information;

–Sourcing;

–Pricing;

–Responsive supply chain;

•Strategic fit;

•Limitations;

•Challenge and proposals for emerging markets;

Several supply chain models in push/pull view

What’s Direct Model?Build-to order (Direct Model)

Make to stock(HC, Lenovo)

Push

production Pull production

Dell’s Position in PC market Competitive Strategy:

Dell chooses the customers who

prioritize Service level: high customization, etc

Variety: high product variety Quality: reasonable quality Price: reasonable price

Lead time: approximately one week

Implied Demand Uncertainty

Impact of customer needs on implied demand uncertainty

Conclusion:The competitive strategy in meet high variety and service level contribute to Dell’s high implied demand uncertainty.

Dell SC Capabilities

1.Facilities

2.Inventory

3.Transportation

rmation

5.Sourcing

6.Pricing

7.Customer

service

Facilities

•Location:

Regional approach, suppliers’

facilities built next to door

•Capacity:

Lowest raw material shipping time,

perform intended functions,little

excess capacity will be more

efficient per unit;high-utilization

facility difficult to respond to

demand fluctuations，customer

could conveniently send orders via

internet and telephone.

Summary: Dell’s facilities strategy reduce inbound shipping time, and the logistics cost, and increase service level.

Inventories

•Safety Inventory:

on-site inventories to copy with the next few hours of orders

•Seasonal Inventory:

•Level of Product Availability(time):

High Level and just-in-time Delivery

4 days across the entire operation

Summary: Dell’s low inventories strategy minimizes inventory and overstock, therefore it could meet customer high variety by quickly transferring to latest products.

Transportation

•Leave it to the Suppliers

•Design of Transportation Network:

Air Networks mostly in Asian Market: Shanghai, Taiwan,

Singapore, Hong Kong

•Choice of Transportation Mode:

Summary: Dell’s transportation strategy could minimize the production lead time, and also could provide high service level by shipping products directly to customers’ home.