DHL中外运-敦豪速递服务的营销模式(1)

1ChinaTeleflex2002Shanghai,PRC17August2002By:FritsdeVroetDHLInternational2Agenda1.ServicePartslogisticsasadriverofcompetitiveadvantage2.Theservicepartssupplychain3.DHLGlobalCustomerLogistics•Vision•Servicecapability4.CaseStudy31.ServicePartsLogisticsasadriverofcompetitiveadvantageAswearemovingfromcompetingbrandstocompetingsupplychains,logisticshasbecomeoneofthekeydriversofcompetitiveadvantage.Somecompanieshaverecognisedthis,howevertheyhavebeenfocusingonthesupplychaindrivingtheproductionandsalesoffinishedgoods.Yetthereisanothersupplychainwithinthesecompanies,alsoheavilyaffectingcustomersandbusinessresults,whichisoftenlargelybeingignored:TheServicePartsSupplyChain!4Theforgottensupplychain:ServicePartsParts&MaterialsEngineersServiceEventParts&MaterialsEngineersServiceEventReturnsRepairReturnsRepairServicePartsLogisticsasadriverofcompetitiveadvantage5TheServicePartsSupplyChain“Traditionalbasesofcompetitiveadvantagenolongersuffice;thesearchisonfornewopportunitiesfordifferentiation”Competitiveadvantageissoughtinpartsofthevaluechainthatthusfarhavebeenoverlookedorunder-addressed.Aftersalesisoneofthoseareas:TraditionallytoofragmentedPoorlylinkedwithotherpartsoftheorganisationReceivedlittlemanagementattentionHowever,byreengineeringtheservicepartssupplychaincompaniescan:CreatecompetitivedifferentiationImprovecustomerretentionIncreaseearningsfromaftersalessupportReducedcostofaftersalessupportServicePartsLogisticsasadriverofcompetitiveadvantage6CostadvantageValueadvantageServicelogisticsasdriverofcompetitiveadvantageFocusonCustomerValue-AddedFocusonProcessImprovementCostandServiceLeaderCommodityFocusonCustomerValue-AddedFocusonProcessImprovementCostandServiceLeaderCommodityValueadvantageLogisticsleverageOpportunities•Tailoredservice•Reliability•Responsiveness•ConsistentcustomerexperienceCostadvantageLogisticsleverageOpportunities•Capacityutilisation•Inventorymanagement•ScheduleintegrationServicePartsLogisticsasadriverofcompetitiveadvantage7LabourMaterial&PurchasesOverheadsNetreceivablesInventoryCashCostofsalesSalesNetoperatingprofitCostofdebtCostofequityNetworkingcapitalFixedassetsCapitalemployedTruecostofcapitalCapitalchargeEconomicvalueadded+++++xLogisticsandeconomicvalueaddedP&LeffectBalancesheeteffect8Demand/SupplyCharacteristicsPlan&execute(lean)Hedge&deploy(holdinventory)ContinuousreplenishmentDemandcharacteristicsPredictableUnpredictableSupplycharacteristics:ServicelevelagreementLonglead-time:+3daysShortlead-time:2-4hours24-48hrsReact&execute(agile)TheServicePartsSupplyChain9TheServicePartsSupplyChainFinishedgoodslogisticsversusservicepartslogisticsFINISHEDGOODS•JustinTime•Smallnumberoffixedstockinglocations•Onewaytraffic:ManufacturingDistributionCentre(Final)CustomerSERVICEPARTS•JustinCase•(Very)largenumberofmulti-echelonstockinglocations•Twowaytraffic:ManufacturingDistributionCentre(Final)Customer10TheServicePartsSupplyChainSupplyCharacteristic:Multi-echelonmodelSuppliersELC-RDCProductionStrategicpartscentreServiceeventSuppliersELC-RDCProductionStrategicpartscentreServiceeventServicelevelHighservicelevel:2-4hrs“Lower”servicelevelServicelevelHighservicelevel:2-4hrs“Lower”servicelevelDirectshipmentReplenishmentDirectdelivery(24-48hrs)ReplenishmentDirectdelivery(24-48hrs)ReplenishmentReplenish2-4hrsReplenishmentReplenish2-4hrsInventorycosts11DocumentCourierParcelCourierSophisticationTime3PL4PLLogisticsServicesGlobalLogisticsSolutionsSupplyChainIntegrator70s80s90s00sDocumentCourierParcelCourierSophisticationTime3PL4PLLogisticsServicesGlobalLogisticsSolutionsSupplyChainIntegrator70s80s90s00sDHLGlobalCustomerLogisticsOurLogisticsRevolution12Design&Develop&PlanProductMakeBuyManufactureDeploy&DeliverRecognizeDemandForecastDemandSource&ProcureProductsForecastDemandStore&DeployProductsServiceProductsReturn&DisposeProductsInstall&MaintainCustomerInstallBaseFocusDHLwantstoberecognizedastheglobalqualityleaderinthemanagementofintegratedsolutionsforthe(mission-critical)servicepartslogisticsmarketDHLGlobalCustomerLogisticsServicePartsLogisticsVision13‘Brain’ConsultativeServicesCallCentreManagementConsultancyManagePartnersITCapabilityCustomerRelationshipManagementSpecialreporting‘Brain’ConsultativeServicesCallCentreManagementConsultancyManagePartnersITCapabilityCustomerRelationshipManagementSpecialreportingIntellectualKnowledge&ITCapabilityIntellectualKnowledge&ITCapabilityDHLDHLBuild/Buythe“Brain”&Buythe“Muscle”Build/Buythe“Brain”&Buythe“Muscle”PartnerPhysicalAssetsIn-housePhysicalAssetsPartnerPhysicalAssetsIn-housePhysicalAssetsCoreTransportation250kgHeavyWeightsITSystemsRepairsWarehousingDomesticSamedayNFOAirport-AirportDoor-to-AirportDeferredServices‘Muscle’PhysicalServices‘Brain’ConsultativeServicesDHLGCLServicePartsLogistics14TotalQualitySystemTotalQualitySystemWarehouseNetwork(ELC/SPC)TransportationServicesLogisticsCallCentreStateoftheartITsystemsSkills/PeopleElementsoflogisticssolutions16AsiaPacificInfrastructure17CVGCVGMIAMIABAHBAHHKGHKG•10ELCs•330SPCsoMulti-tiertransportation3RegionalLCSCsOneglobalBilling&IS