??? ????????????? Coordinated Product and Supply Chain Design

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??? ?????????????Coordinated Product and Supply
Chain Design

• ? ? ? ? ?Supply Chain Management

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Design For Logistics

• Product and process design are key cost drivers
  of product cost
• In 1980, Design for Manufacturing (DFM) used
  design to decrease manufacturing costs

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• Design for Logistics(DFL)uses product design to
  address logistics costs
• ??????????,????????????????
• ???????(Economic Packaging and Transportation)
• ????????(Concurrent and Parallel Processing)
• ???(Standardisation)

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• Design products so that they can be efficiently
  packed and stored?????????????????
• ????????,??????
• ????????????????????????????,?????????????,???????
  ????
• ???(In Bulk)????,??????????????????????
• ????
• Design packaging so that products can be
  consolidated at cross docking points

5
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• ??????????????,????????????????????????
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• Achieved by redesigning products so that several
  manufacturing steps can take place in parallel
• Modularity/Decoupling is key to
  implementation???????,??????(Decoupling)???
• ????????,????????????(Decouple),??????,???????????
  ?????????

6
?????
Serial Processing(????)
Parallel Processing(????)
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???

• ????????,??????????????
• Jayashankar Swaminathan?????????????????
• ?????(Product Modularity)
• ?????(Process Modularity)
• ??????????????????????????

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?????

• ?????(Modular Product)
• ???????????,??????????????????
• Can be made by appropriately combining the
  different modules
• It entails providing customers a number of
  options for each module
• ?????(Modular Process)
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• Each product undergo a discrete set of operations
  making it possible to store inventory in
  semi-finished form
• Products differ from each other in terms of the
  subset of operations that are performed on them

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??????????(1)

• ?????(Part Standardisation)
• Common parts are used across many processes
• Product redesign might be necessary
• ?????(Process Standardisation)
• Standardizing as much of the process as possible,
  making a generic or family product
• Delaying differentiation
• Called Delayed differentiation, Postponement
• Postponement Key Concepts
• Delay differentiation of products in the same
  family as late as possible
• Enables the use of aggregate forecasts
• Enables the delay of detailed forecasts
• Reduces scrapped or obsolete inventory, increases
  customer service
• May require new processes or product design with
  associated costs

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??????????(2)

• ?????(Product Standardisation)
• Downward Substitution
• Produce only a subset of products (because
  producing each one incurs high set-up cost)
• Guide customers to existing products
• Substitute products with higher feature set for
  those with lower feature set
• Which products to offer, how much to keep, how to
  optimally substitute?
• ?????(Procurement Standardisation)
• Processing equipment that manufactures these
  wafers are very expensive with long lead time and
  are made to order
• The firm reduces risk of investing in the wrong
  equipment by pooling demand across a variety of
  products

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?????Example(1)Benetton Old Manufacturing
Process
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?????Example(2)Benetton New Manufacturing
Process
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Benetton Postponement

• Why the change?
• The change enables Benetton to start
  manufacturing before colour choices are made
• What does the change result in?
• Delayed forecasts of specific colours
• Still use aggregate forecasts to start
  manufacturing early
• React to customer demand and suggestions
• Issues with postponement
• Costs are 10 higher for manufacturing
• New processes had to be developed
• New equipment had to be purchased

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?????Example

• Hewlett-Packard LaserJets
• LaserJets are manufactured in Japan
• Previously, the printers had two different power
  supplies (110, 220 volts)
• Differentiation had to happen immediately
• An improved design enables a single power supply
  to work for both voltages
• 5 Cost Savings

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• ???????
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• ???????????????????

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????????
17
??????(1)

• DFL?????????????????????
• ?????????????,????????????,??????
• ??????????????,?????????????????????
• ??????????????,?????????????????????
• ??,????????????

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??????(2)

• ??,??????????????????????????,????????????????????
  
• ??????????????????
• ????????????????????????,?????????,??????????

19
????????

• ??????????,?????????????
• ????????,????????(Demand-Driven)
• ?????,?????????????????????????
• ??????????????????????,????????????????
• ????????,????????????????,????????????????

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????????Example

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• ???????????????-????,????????????????

21
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• ????????????????????????
• ???????????????????,?????????
• ??????????????????????????????????????????????????
  ???????
• ??????????????????????????,???????????????????????
  ?????????
• ?????????????????????????????
• ???????????

22
????????

• ??????,????????
• ???(None)
• ??????????????(Subassembly)??????????
• ???(White Box) Informal integration
• ??????????????????,??????????????,????????
• ???(Grey Box) Formal integration, with
  collaborative teams
• ????????????????????????,???????
• ???(Black Box) Interface requirements are given,
  product is returned
• ??????????????,?????????????????

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Supplier Integration

• What approach is appropriate?
• Determine internal competencies
• Determine product development needs
• Identify external development and manufacturing
  needs
• If future products have components that require
  external expertise and can be separated from
  other components, a black box approach makes
  sense
• If components cannot be separated, a grey box
  approach makes sense
• If some expertise can be found in house, a white
  box approach might make sense

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??????????(1)

• ??????????????
• ?????????
• ?????????,???????????????????
• ??????????????????
• ????,???????????????????
• ???????????????

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??????????(2)

• ??????????,?????????????
• ????????,???????????
• ???????,??????????????????????????
• ???????????????????,??????????

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?????(1)

• ???????????????????????,????(Craft
  Production)?????(Mass Production)
• ????(Mass Production)
• ?????????
• ????????????????????,?????????
• ?????????(Mechanistic Firms)
• ???????????????
• ?????????,?????????????????????????

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?????(2)

• ????(Craft Production)
• ?????????????,???????????,???????????????????????
• ????????(Organic Organisation)
• ????????????,??????????????
• ????????????????????,?????????
• ???????????????????????????,??????????????????????

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??????????

• The key is modular products and processes, so
  that customer requests can be met.
• According to Pine, companies need to evolve
  towards modular companies, with managers
  ensuring that modules are compatible.
• ???????????????????????????????????,????????????,?
  ?????????????
• ????????????????????????
• The delivery of a wide variety of customized
  goods at low cost
• ???????????????,??????????????,???????????
• ??????????????????,????????????
• ????????????(Dynamic Network)

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??????????

• ??????????????,????????????
• ???(Instantaneousness)
• ??????????????,???????????????
• ???(Costless)
• ????????,??????????????????
• ????(Seamless)
• ??????????????????,?????????????
• ???(Frictionless)
• ???????(Networks or Collections
  Modules)??????????????
• ????????,?????????????(Team Building)

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???????????

• ??????????????,????????????????????????,??????????
  ??????
• The value of strategic partnerships and supplier
  integration
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• ???????????????????,?????????????
• Postponement for regional customisation
• ???????????????????????????????,???????????????