凯捷安永-汽车行业供应链与电子商务研究

MichaelBrandenburgCapGeminiTheImpactof“e-business”ontheAutomotiveIndustryContentWhathappensintheautomotiveindustryWhereisthefocusofactivitiesHowtodesignyourwayforwardContentWhathappensintheautomotiveindustryWhereisthefocusofactivitiesHowtodesignyourwayforwardWhatIsGoingtoHappen?WhatDoWeObserveToday?Tosucceed,themanufacturerhastoensurehiscentralbusinessandredefinethevaluechainoftheautomotiveindustrySuppliersMatufacturers(OEMs)DeliveryLogisticsDeliverynetworksWebSitesforcustomerseasyaccess–Onlyone“Frontend”forOEMdealers–TradeXchange–AutoXchange–CovisintTheOEMpurchasesdependonthesupplyanddemandSupplyingbybrokers–Autoplace.com–Motornews“AutomaticNetworkExchange”Setupmarketsforspecificproducts–e-steel.com–Plastics.com–eGM,DCX–NetHoldingImprovementoftheinternaleffectivenessImprovementoftherelationshipwith“Partners”RedefinitionofthevaluechainInformationBrokersoffercontent“Portaleverticales”–Autoscout–Carpoint(Microsoft/Ford)FinancialenterprisesofferproductandserviceAutomaticsupplyIndependentdealersofferthewholeservice“FastFix”Serviceoperatorsofferparts(spares)management–InchcapeMultimediacarsbasedonstandardIT–e-GMTelco-Media-Banksalliancesoffer“InCarServices”Neworganisationsfor“e““e-procurement”ofdirectandindirectmaterialsReorganisationofthesalesnetworksOEMsoutsourcetheircomponentsbusinessBigsupplierslaunchtheir“E-markets”ExternalisewholesupplylogisticstoalogisticoperatorExternalassembling–Ford–BMW–DCX–Bosch–Conti–AxialTheAutomotiveBusinessModelIsChangingandOurParadigmsofSuccessAreReinventedVirtualtestedDesignedanddevelopedin7MonthsDesignedbycustomers60%ofAssemblyanddesignout-sourcedtosupplierChoosebetweenownershipandmobilityConfigurationtailoredaccordingtolifestyleOrderedontheWebIncreaseincustomerloyalty20%reductioninTotalcostPromisedandconfirmeddeliverydateChangeoptionsafterorderingStatuscheckedviathewebStatuscheckedviathewebBuildtocustomerspecificationsBuildin3daysfromorderAssembledonflexibleandmixedmodelproductionlinesAllplanningandprocurementthroughXchangeCaredforfrombuildtorecycleOfferedlifestyleservicesviatheWebOfferedlifestyleservicesviatheWebBrandorganiseddrivercommunitiesContentWhathappensintheautomotiveindustryWhereisthefocusofactivitiesHowtodesignyourwayforwardEveryAutomotiveCompanyWillHavetoActonThreeBattlefieldse-ISCMOrderManagementSlotSchedulingDemandPlanninge-ProcurementMaterialPlanningMaterialLogisticsSequence&BuildOutboundTransportationSupplierManagementWebOrdering/InternetConfigurationStatus/Track&Trace/HistoryDealerMgtSystemsCustomerKnowledgeMgt.DirectSalesofCar&SparesWebBasedDemandPlanningCustomerServiceCentersMultiMediaCarInCarServicese-CRMCollaborativeEngineeringWebBasedPDMSupplierRelationshipMgmt.PDServicesMarketplaceDesignCommunitiesDesignSimulationsLifecycleQualityMgmt.e-NPDHIGHLY–EFFICIENTFLEXIBLEMANUFACTURERCUSTOMERSERVICE-CENTRICBRAND/MOBILITYFOCUSBEST-OF-BREEDSUPPLIERSWORLDCLASSSUPPLYCHAINVEHICLEOEMSUPPLIERSUPPLIERSUPPLIERNEXT-GENERATIONDESIGN/MANUFACTURINGCUSTOMVEHICLESLIFESTYLEMARKETSOutdoorSportsmanMotorCrossingSoccerMom*VAS=VehicleAssembly&ServiceToWhereWilltheRoleoftheFutureOEMTransform?VEHICLEBRANDOWNERNICHEMANUFACTURERVAS*SUPPLIERVAS*SUPPLIERVAS*SUPPLIERVEHICLEMANUFACTURERe-ApplicationsAllowYoutoBuildEffectiveLifelongRelationshipstoYourCustomersIdentifyingneedsIdentifyingthecarSelectingfinancingSelectingthebuyingchannelSpecifyingtheservicesSelectingthecarSelectinginsuranceSubscribingchoosenservicesOrderingthecar“Track&modify”ReceivingthecarUsingthecarConsumingvalueaddedservicesChangingthecarSellingthecarCommunicationInformationDrivingSecurityTravelingShoppingWorkingEntertainmentMaintenanceRentLeaseShareBuyWedesign,implementandoperateintegratedFrontendsandtheinterfacestotheOEM/supplierbackofficesConsumingpersonalizedinformatione-CRMWedesign,buildandrunsupplychainnetworks,B2BandB2Cplatformswithcollaborativeplanningandengineering,ERPservices,outsourcedlogisticsandautomisedtransactionforOEMstoTier1-2-3Thee-ISCMConceptEnablesaRevolutioninthe“OrdertoDelivery”ProcessUsingB2BandB2CCarPlantCapacityCheckonallrequestedOptionsSequencingplanforBodyshop/Paintshop/Assembly/Outboundlogistics“DELIVERJITTOTRACKSIDE”CreationofATPCarDealerConfiguringthecarwithitsservicepackageonthewebOrderSimulationforSequencingSystemMixedmodelassemblylineOrderconfirmationCommunicationfromsequencingsystemDemandtosupplyOutboundlogisticcarrierComponent“Brokers”Logisticservice“Brokers”InboundlogisticcarrierOutboundlogisticcarrierCarrieroptimisesquantitiesandcollectionfrequencyRouteoptimisedtoATPPickupCollectsmaterialsCallsofsupplierproductionConsolidatestransporttomeetsequencerequirementsDeliverytoclientClientSupplierTier1-2-3ProvidebuildsequencetoProvidebuildsequencetoe-ISCMTheDevelopmentTowardsanIntensiveUseofB2BPlattformsOffersSignificantBenefitstoOEMandSuppliersNearly$18.3BilloninsavingsinthecarindustryinUSAReductionof“Back-end”costinthevaluechain(Dollarpercar)1,2001,0008006004002000PurchasingProcessInventoryCarryingWarrantyExpenseProductivityGainsScrap&ReworkAlignSpecifications