DHL（中外运-敦豪）速递服务的营销模式.ppt

China Teleflex nShanghai, PRC n17 August 2002 nBy: nFrits de Vroet nDHL International 1 Agenda 1.Service Parts logistics as a driver of competitive advantage 2.The service parts supply chain 3.DHL Global Customer Logistics Vision Service capability 4.Case Study 2 1.Service Parts Logistics as a driver of competitive advantage As we are moving from competing brands to competing supply chains, logistics has become one of the key drivers of competitive advantage. Some companies have recognised this, however they have been focusing on the supply chain driving the production and sales of finished goods. Yet there is another supply chain within these companies, also heavily affecting customers and business results, which is often largely being ignored: The Service Parts Supply Chain! 3 Service Parts Logistics as a driver of competitive advantage 4 Service Parts Logistics as a driver of competitive advantage 5 Service Parts Logistics as a driver of competitive advantage 6 Labour Material & Purchases Overheads Net receivables Inventory Cash Cost of sales Sales Net operating profit Cost of debt Cost of equity Net working capital Fixed assets Capital employed True cost of capital Capital charge Economic value added + + + + x Logistics and economic value added P&L effect Balance sheet effect 7 Demand/Supply Characteristics Plan & execute (lean) Hedge & deploy (hold inventory) Continuous replenishment Demand characteristics PredictableUnpredictable Supply characteristics: Service level agreement Long lead-time: +3 days Short lead-time: 2-4 hours 24-48 hrs React & execute (agile) The Service Parts Supply Chain 8 The Service Parts Supply Chain Finished goods logistics versus service parts logistics FINISHED GOODS Just in Time Small number of fixed stocking locations One way traffic: Manufacturing Distribution Centre (Final) Customer SERVICE PARTS Just in Case (Very) large number of multi-echelon stocking locations Two way traffic: Manufacturing Distribution Centre (Final) Customer 9 The Service Parts Supply Chain Supply Characteristic: Multi-echelon model 10 DHL Global Customer Logistics Our Logistics Revolution 11 Design & Develop & Plan Product Make Buy Manufacture Deploy & Deliver Recognize Demand Forecast Demand Source & Procure Products Forecast Demand Store & Deploy Products Service Products Return & Dispose Products Install & Maintain Customer Install Base Focus DHL wants to be recognized as the global quality leader in the management of integrated solutions for the (mission-critical) service parts logistics market DHL Global Customer Logistics Service Parts Logistics Vision 12 DHL GCL Service Parts Logistics 13 Elements of logistics solutions 14 Same-day deliveries Customers (Field Service Engineers) End-user request Repaired items Repair Pick-Pack & delivery request SPCs DHL ELC Overnight deliveries and returns Defective items Order transmission DHL LCSC Overnight replenishments Manufacturing Centers R Order Confirmation Customer DHL WEL DHL Global Customer Logistics Services Offering 15 Asia Pacific Infrastructure 16 CVGCVG MIAMIABAHBAH HKGHKG 10 ELCs 330 SPCs o Multi-tier transportation ( 3 Regional LCSCs One global Billing & IS capability JNB SIN SYD BRU SFO TYO DHL Global Logistics Logistics Global infrastructure 17 Case Study 18 Country Logistics Unit Operator Repair Center Regional Logistics Center Case Study: Mission Critical Services for the Telecommunication industry : Defective units : Repaired units Reverse logistics flow for Telecommunication hardware 19 Case Study: Mission Critical Services for the Telecommunication industry Existing situation: nDecentralized management of service parts nLack of visibility of inventory nLack of visibility of order fulfillment nLack of control of repair cycle Resulting in: nHigh inventory level nRepair cycle between 40 and 120 days nNot meeting KPIs for order fulfillment and order accuracy 20 Country Logistics Unit Operator Repair Center Regional Logistics Center Our proposal : Defective units : Repaired units Co-located Integrated IT system - Centralized order handling 21 Process Flow Principles Solution centre 22 Regional Logistics Solution nCentral RMA and order management through Call Centre and Customer Service function nRegional inventory visibility through integrated IT system nCentralised Supply Chain Planning and Supply Chain Execution c