{"id":73,"date":"2014-12-18T06:27:56","date_gmt":"2014-12-18T06:27:56","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmktg1x2kscope\/?post_type=chapter&p=73"},"modified":"2019-06-25T12:20:26","modified_gmt":"2019-06-25T12:20:26","slug":"9-0-module-overview","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/chapter\/9-0-module-overview\/","title":{"raw":"Using Supply Chains to Create Value","rendered":"Using Supply Chains to Create Value"},"content":{"raw":"
Suppose you have developed a great new product like Ghostbusters: The Video Game<\/em>. Not only is the game terrific, but you\u2019ve managed to maximize to get it sold in every marketing channel you can. The product is selling at GameStop, Walmart, Best Buy, and Amazon, and it\u2019s slated to come out on Sony\u2019s PlayStation Portable console. That\u2019s the end of the story, right? Not quite. Sooner rather than later, in addition to focusing on the firms \u201cdownstream\u201d that sell your product<\/em>, you will also look \u201cupstream\u201d at your suppliers and \u201csideways\u201d at potential firms to partner with. It\u2019s only natural. (Or in the case of Ghostbusters: The Video Game<\/em>, should we say supernatural<\/em>?)
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\r\n\r\nMark Randel, John O\u2019Keefe, and Brendan Goss, the founders of the company that produced the new Ghostbusters video game, say they had to satisfy two types of customers with the product\u2014gamers and fans of the original Ghostbusters<\/em> movie. Check out the demo.\r\n\r\nhttp:\/\/youtu.be\/xGgHJdz8WT8?t=1s\r\n\r\n \r\n\r\n<\/div>\r\n<\/div>\r\nYour product\u2019s supply chain includes not only the downstream companies that actively sell the product but also all the other organizations that have an impact on it before, during, and after it\u2019s produced. Those companies include the providers of the raw materials your firm uses to produce it, the transportation company that physically moves it, and the firm that helped build the Web pages to promote it. If you hired a programmer in India to help write computer code for the game, the Indian programmer is also part of the product\u2019s supply chain. If you hired a company to process copies of the game returned by customers, that company is part of the supply chain as well. Large organizations with many products can have literally thousands of supply chain partners. Service organizations also need supplies to operate, so they have supply chains, too.\r\n\r\nThe process of designing, monitoring, and altering supply chains to make them as efficient as possible is called supply chain management<\/strong>. The term supply chain management<\/em> was first coined by an American industry consultant in the early 1980s, but it\u2019s an old idea. Part of Henry Ford\u2019s strategy in the early 1900s was to extract as much efficiency (and money) as he could by taking ownership of the supply chains for his automobiles. Ford owned the foundries that converted raw iron ore to steel for his cars. He also owned the plantations from which rubber was extracted to produce his automobiles\u2019 tires, and the ships on which the materials and finished products were transported.<\/span>\r\n\r\nToday, many companies still take a narrow view of their supply chains; they look at supply chains mainly in terms of the costs they can save. Cost reduction is definitely an important part of supply chain management. After all, if your competitors can produce their products at a lower cost, they could put you out of business.\r\n\r\nKeep in mind, however, that a firm can produce a product so cheaply that no one will buy it because it\u2019s shoddy. That\u2019s why smart companies view their supply chains as an integral part of their marketing plans. In other words, these companies also look at the ways their supply chains can create value for customers so as to give their firms a competitive edge.\r\n\r\nToday, the term value chain<\/span><\/span> is sometimes used interchangeably with the term supply chain<\/em>. The idea behind the value chain is that your supply chain partners should do more for you than perform just basic functions; each one should help you create more value for customers as the product travels along the chain\u2014preferably more value than your competitors\u2019 supply chain partners can add to their products.\r\n\r\nZara, a trendy but inexpensive clothing chain in Europe, is a good example of a company that has managed to create value for its customers with smart supply chain design and execution. Originally, it took six months for Zara to design a garment and get it delivered to stores. To get the hottest fashions in the hands of customers as sooner, Zara began working more closely with its supply chain partners and internal design teams. It also automated its inventory systems so it could quickly figure out what was selling and what was not. As a result, it\u2019s now able to deliver its customers the most cutting-edge fashion in just two weeks. Not only that, but the company set a new standard for the clothing industry in the process.<\/span>\r\n\r\n ","rendered":"
Suppose you have developed a great new product like Ghostbusters: The Video Game<\/em>. Not only is the game terrific, but you\u2019ve managed to maximize to get it sold in every marketing channel you can. The product is selling at GameStop, Walmart, Best Buy, and Amazon, and it\u2019s slated to come out on Sony\u2019s PlayStation Portable console. That\u2019s the end of the story, right? Not quite. Sooner rather than later, in addition to focusing on the firms \u201cdownstream\u201d that sell your product<\/em>, you will also look \u201cupstream\u201d at your suppliers and \u201csideways\u201d at potential firms to partner with. It\u2019s only natural. (Or in the case of Ghostbusters: The Video Game<\/em>, should we say supernatural<\/em>?)
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Mark Randel, John O\u2019Keefe, and Brendan Goss, the founders of the company that produced the new Ghostbusters video game, say they had to satisfy two types of customers with the product\u2014gamers and fans of the original Ghostbusters<\/em> movie. Check out the demo.<\/p>\n