Demand-chain management

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Demand chain management is aimed at managing complex and dynamic supply and demand networks. (cf. Wieland/Wallenburg, 2011) Supply and demand network (en).svg
Demand chain management is aimed at managing complex and dynamic supply and demand networks. (cf. Wieland/Wallenburg, 2011)

Demand-chain management (DCM) is the management of relationships between suppliers and customers to deliver the best value to the customer at the least cost to the demand chain as a whole. Demand-chain management is similar to supply-chain management but with special regard to the customers. [2]

Contents

Demand-chain-management software tools bridge the gap between the customer-relationship management and the supply-chain management. [3] The organization's supply chain processes are managed to deliver best value according to the demand of the customers. DCM creates strategic assets for the firm in terms of the overall value creation as it enables the firm to implement and integrate marketing and supply chain management (SCM) strategies that improve its overall performance. [4] A study of the university in Wageningen (the Netherlands) sees DCM as an extension of supply chain management, due to its incorporation of the market-orientation perspective on its concept. [5]

Demand-driven supply network

A Demand-driven supply network (DDSN) is one method of supply-chain management which involves building supply chains in response to demand signals. The main force of DDSN is that it is driven by customers demand. In comparison with the traditional supply chain, DDSN uses the pull technique. It gives DDSN market opportunities to share more information and to collaborate with others in the supply chain.

DDSN uses a capability model that consist of four levels. The first level is Reacting, the second level is Anticipating, the third level is Collaborating and the last level is Orchestrating. The first two levels focus on the internal supply chain while the last two levels concentrate on external relations throughout the Extended Enterprise. [6]

In a demand-driven chain, a customer activates the flow by ordering from the retailer, who reorders from the wholesaler, who reorders from the manufacturer, who reorders raw materials from suppliers. Orders flow backward, up the chain, in this structure. [7]

Many companies are trying to shift from a build-to-forecast to a build-to-order discipline. The property of being demand-driven is one of degree: Being "0 percent" demand-driven means all production/inventory decisions are based on forecasts, and so, all products available for sale to the end user is there by virtue of a forecast. This could be the case of fashion goods, where the designer may not know how buyers will react to a new design, or the beverage industry, where products are produced based on a given forecast. A "100 percent" demand-driven is one in which the order is received before production begins. The commercial aircraft industry match to this description. In most cases, no production occurs until the order is received. [8]

Competitive advantages

To create sustainable competitive advantages with DDSN, companies have to do deal with three conditions: Alignment (create shared incentives), Agility (respond quickly to short-term change) and Adaptability (adjust design of the supply chain). [9]

Misconceptions

There are five commonly-made misconceptions of demand driven (DDSN): [10]

  1. Companies might think they are demand driven because they have a good forecast of their company.
  2. They have implemented lean manufacturing.
  3. They have great data on all their customers.
  4. They think it is a technology project and the corporate forecast is a demand visibility signal.
  5. They have a better view of customers demand.

An important component of DDSN is DDM ("real-time" demand driven manufacturing). DDM gives customers the opportunity to say what they want, where and when.

Demand-driven execution

Demand-chain management is the same as supply chain management, but with emphasis on consumer pull vs. supplier push. [2] The demand chain begins with customers, then funnels through any resellers, distributors, and other business partners who help sell the company's products and services. The demand chain includes both direct and indirect sales forces. [11] Customers demand is hard to detect because out of stock situations (OOS) falsify data collected from POS-Terminals. According to studies of Corsten/Gruen (2002, 2008) [12] the OOS-rate is about 8%. For products under sales promotion OOS rates up to 30% exist. Reliable information about demand is necessary for DCM therefore lowering OOS is a main factor for successful DCM.

Corsten and Gruen describe key factors for lowering OOS-rates:

Implementation of system supported processes leads to the new technology Extreme Transaction Processing described by Gartner Research. [13] This technology allows to process the huge amount of data (POS, RFID) in real time providing information for store managers, shelve managers and the supply chain.

According to studies of Ayers, in order to find appropriate methods which fitting different kinds of companies, the first thing companies should do is to assess their progress toward achieving world-class levels of supply chain management. In order to raise demand-driven levels, companies need to undertake a systematic effort that has three elements:

  1. Shortening process lead-time: Overall lead-time is composed of individual cycle-times for multiple processes. This step involves shortening the cycle-time at each step in the critical path processes from the point of purchase to the start of production for the entire supply chain.
  2. Adopting flow model economics: Flow model economics encompass low-cost ways to vary mix and volume. Lean manufacturing is a discipline that has the same goals as flow economics.
  3. Replacing forecasts with demand: This step requires efficient sharing of information up and down the chain. An ideal is for all partners to have access to the level of real-time sales as well as the business rules to react.

[14]

Demand-driven supply-chain assessment

Companies must have an appropriate performance-measurement system to be applied on a regular basis to identify areas to be improved in order to establish a sustainable continuous improvement process. According to Dale and Ritchie, to use self-assessment process is very important. The self-assessment will allow organizations to discern its strengths and gaps, and define improvement actions linked to the business planning process. There are some necessary criteria for a successful self-assessment process:

The importance of supply chain and operations audit process which represents a fundamental step to support improvement projects. According to study of Salama, the core element of audits is the diagnostic stage and that no audit can be considered successful unless it really provides a thorough understanding of how the constituent elements of an organization interact with one another (e.g., people, processes and technologies), that is the interactions which constrain the system, and how these interactions are reflected on the market-driven performance. The provided a set of features and requirements for an audit methodology that can be considered when developing a DDSC assessment:

[16]

See also

Related Research Articles

Supply chain management Management flow of goods and services

In commerce, supply chain management (SCM), the management of the flow of goods and services, between businesses and locations, and includes the movement and storage of raw materials, of work-in-process inventory, and of finished goods as well as end to end order fulfillment from point of origin to point of consumption. Interconnected, interrelated or interlinked networks, channels and node businesses combine in the provision of products and services required by end customers in a supply chain.

Material requirements planning (MRP) is a production planning, scheduling, and inventory control system used to manage manufacturing processes. Most MRP systems are software-based, but it is possible to conduct MRP by hand as well.

Supply chain System involved in supplying a product or service to a consumer

In commerce, a supply chain is a system within organizations, people, activities, information, and resources involved in supplying a product or service to a consumer. Supply chain activities involve the transformation of natural resources, raw materials, and components into a finished product and delivering the same to the end customer. In sophisticated supply chain systems, used products may re-enter the supply chain at any point where residual value is recyclable. Supply chains link value chains. Suppliers in a supply chain are often ranked by "tier", first-tier suppliers being those who supply direct to the client business, second-tier being suppliers to the first tier, etc.

Service management in the manufacturing context, is integrated into supply chain management as the intersection between the actual sales and the customer point of view. The aim of high-performance service management is to optimize the service-intensive supply chains, which are usually more complex than the typical finished-goods supply chain. Most service-intensive supply chains require larger inventories and tighter integration with field service and third parties. They also must accommodate inconsistent and uncertain demand by establishing more advanced information and product flows. Moreover, all processes must be coordinated across numerous service locations with large numbers of parts and multiple levels in the supply chain.

The beer distribution game is an educational game that is used to experience typical coordination problems of a supply chain process. It reflects a role-play simulation where several participants play with each other. The game represents a supply chain with a non-coordinated process where problems arise due to lack of information sharing. This game outlines the importance of information sharing, supply chain management and collaboration throughout a supply chain process. Due to lack of information, suppliers, manufacturers, sales people and customers often have an incomplete understanding of what the real demand of an order is. The most interesting part of the game is that each group has no control over another part of the supply chain. Therefore, each group has only significant control over their own part of the supply chain. Each group can highly influence the entire supply chain by ordering too much or too little which can lead to a bullwhip effect. Therefore, the order taking of a group also highly depends on decisions of the other groups.

Demand management is a planning methodology used to forecast, plan for and manage the demand for products and services. This can be at macro-levels as in economics and at micro-levels within individual organizations. For example, at macro-levels, a government may influence interest rates to regulate financial demand. At the micro-level, a cellular service provider may provide free night and weekend use to reduce demand during peak hours.

Safety stock is a term used by logisticians to describe a level of extra stock that is maintained to mitigate risk of stockouts caused by uncertainties in supply and demand. Adequate safety stock levels permit business operations to proceed according to their plans. Safety stock is held when uncertainty exists in demand, supply, or manufacturing yield, and serves as an insurance against stockouts.

Push–pull strategy Business terms

The business terms push and pull originated in logistics and supply chain management, but are also widely used in marketing and in the hotel distribution business.

The demand chain is that part of the value chain which drives demand.

Bullwhip effect Form of distribution marketing

The bullwhip effect is a distribution channel phenomenon in which demand forecasts yield supply chain inefficiencies. It refers to increasing swings in inventory in response to shifts in consumer demand as one moves further up the supply chain. The concept first appeared in Jay Forrester's Industrial Dynamics (1961) and thus it is also known as the Forrester effect. It has been described as “the observed propensity for material orders to be more variable than demand signals and for this variability to increase the further upstream a company is in a supply chain”. Science at Stanford University helped incorporate the concept into supply chain vernacular using a story about Volvo. Suffering a glut in green cars, sales and marketing developed a program to sell the excess inventory. While successful in generating the desired market pull, manufacturing did not know about the promotional plans. Instead, they read the increase in sales as an indication of growing demand for green cars and ramped up production.

Build to order Production approach

Build to Order is a production approach where products are not built until a confirmed order for products is received. Thus, the end consumer determines the time and number of produced products. The ordered product is customized, meeting the design requirements of an individual, organization or business. Such production orders can be generated manually, or through inventory/production management programs. BTO is the oldest style of order fulfillment and is the most appropriate approach used for highly customized or low volume products. Industries with expensive inventory use this production approach. Moreover, "Made to order" products are common in the food service industry, such as at restaurants.

Revenue management is the application of disciplined analytics that predict consumer behaviour at the micro-market levels and optimize product availability, leveraging price elasticity to maximize revenue growth and thereby, profit. The primary aim of revenue management is selling the right product to the right customer at the right time for the right price and with the right pack. The essence of this discipline is in understanding customers' perception of product value and accurately aligning product prices, placement and availability with each customer segment.

Supply-chain operations reference (SCOR) model is a process reference model developed and endorsed by the Supply-Chain Council as the cross-industry, standard diagnostic tool for supply chain management. The SCOR model describes the business activities associated with satisfying a customer's demand, which include plan, source, make, deliver, return and enable. Use of the model includes analyzing the current state of a company's processes and goals, quantifying operational performance, and comparing company performance to benchmark data. SCOR has developed a set of metrics for supply chain performance, and Supply Chain Council members have formed industry groups to collect best practices information that companies can use to elevate their supply chain models.

Supply-chain-management software (SCMS) is the software tools or modules used in executing supply chain transactions, managing supplier relationships and controlling associated business processes. Supply chain management maximizes the efficiency of business activities that include planning and management of the entire supply chain. It helps businesses in product development, sourcing, production, and logistics by automating operations. In this way, it increases the physical flow of business as well as informative flow. The entire business benefits with higher performance, greater cost-efficiency, and thus increased supply chain efficiency.

Available-to-promise (ATP) is a business function that provides a response to customer order inquiries, based on resource availability. It generates available quantities of the requested product, and delivery due dates. Therefore, ATP supports order promising and fulfillment, aiming to manage demand and match it to production plans.

Sales and operations planning (S&OP) is an integrated business management process through which the executive/leadership team continually achieves focus, alignment and synchronization among all functions of the organization. The S&OP process includes an updated forecast that leads to a sales plan, production plan, inventory plan, customer lead time (backlog) plan, new product development plan, strategic initiative plan and resulting financial plan. Plan frequency and planning horizon depend on the specifics of the industry. Short product life cycles and high demand volatility require a tighter S&OP than steadily consumed products. Done well, the S&OP process also enables effective supply chain management.

Demand forecasting is a field of predictive analytics which tries to understand and predict customer demand to optimize supply decisions by corporate supply chain and business management. Demand forecasting methods are divided in two major categories, qualitative and quantitative methods. Qualitative methods are based on expert opinion and information gathered from the field, while quantitative methods use data, and especially historical sales data, as well as statistical techniques from test markets. Demand forecasting may be used in production planning, inventory management, and at times in assessing future capacity requirements, or in making decisions on whether to enter a new market.

Demand Flow Technology (DFT) is a strategy for defining and deploying business processes in a flow, driven in response to customer demand. DFT is based on a set of applied mathematical tools that are used to connect processes in a flow and link it to daily changes in demand. DFT represents a scientific approach to flow manufacturing for discrete production. It is built on principles of demand pull where customer demand is the central signal to guide factory and office activity in the daily operation. DFT is intended to provide an alternative to schedule-push manufacturing which primarily uses a sales plan and forecast to determine a production schedule.

Petrolsoft Corporation (1989–2000) was a supply chain management software company with a focus on the petroleum industry. Petrolsoft Corporation was founded at Stanford University in 1989 by Bill Miller and David Gamboa as Petrolsoft Software Group. It was later incorporated in 1992. Petrolsoft introduced demand-driven inventory management to the petroleum industry.

Inventory management software is a software system for tracking inventory levels, orders, sales and deliveries. It can also be used in the manufacturing industry to create a work order, bill of materials and other production-related documents. Companies use inventory management software to avoid product overstock and outages. It is a tool for organizing inventory data that before was generally stored in hard-copy form or in spreadsheets.

References

  1. cf. Andreas Wieland, Carl Marcus Wallenburg (2011): Supply-Chain-Management in stürmischen Zeiten. Berlin.
  2. 1 2 "Business forecasting, Demand planning, Inventory planning, Sales and operations planning, Sales forecasting software and services". Archived from the original on 2014-05-20. Retrieved 2007-11-16.
  3. "QUANTOS SaRL - Demand Chain Management Solutions Take Hold With Selling Organizings, According To New Aberdeen Report". Archived from the original on 2007-06-14. Retrieved 2007-11-16.
  4. Madhani, P. M. (2013). Demand Chain Management: Enhancing Customer Value Proposition. The European Business Review, March - April, pp. 50-54.
  5. Abstract WU dissertation no. 4036
  6. Martin R, 2006, GMA and AMR Research, The Demand Driven Supply Network DDSN, Your Business Operating Strategy; 15
  7. Hull, Bradley Z. (2005). "Are supply (driven) chains forgotten?". The International Journal of Logistics Management. 16 (2): 218–236. doi:10.1108/09574090510634520.
  8. Ayers, J.; Malmberg, D. (2002). "Supply Chain Systems: Are you Ready?". Information Strategy: The Executive's Journal.
  9. Lee, H, 2004. The Triple –A Supply Chain. Harvard Business Review 82; 10 102-112
  10. Cecere, L., Hofman, D., Martin, R., Preslan L., The Handbook for Becoming Demand Driven, AMR Research, Juli 2005; 4
  11. Beyond CRM: The Critical Path to Successful Demand Chain Management www.crmadvocate.com/required/scribe1.pdf
  12. "Retail out of Stocks". Archived from the original on 2009-02-09. Retrieved 2009-01-11.
  13. "Gartner Research Magic Quadrant for Enterprise Application Servers 2Q08". Archived from the original on 2009-10-12. Retrieved 2009-01-11.
  14. Ayers, [edited by] James B. (2006). Handbook of supply chain management (2nd ed.). Boca Raton, FL: Auerbach Publications. ISBN   0-8493-3160-9.{{cite book}}: |first1= has generic name (help)
  15. Ritchie, L.; Dale, B.G. (2000). "Self-assessment using the business excellence model: A study of practice and process". International Journal of Production Economics. 66.2000 (3): 241–254. doi:10.1016/S0925-5273(99)00130-9.
  16. Salama, Kamal Fahmy; Luzzatto, Dino; Sianesi, Andrea; Towill, Denis R (2009). "The value of auditing supply chains". International Journal of Production Economics. 119.2009: 34–45. doi:10.1016/j.ijpe.2008.12.018.

Further reading