2014年3月26日 星期三

Case Study 3 - Fedex


Company Background:

FedEx ,found in 1971, provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. FedEx inspires its more than 300,000 team members to remain "absolutely, positively" focused on safety, the highest ethical and professional standards and the needs of their customers and communities.

Fedex's Business Model:

  • Business-to-Business
  • Business-to-customer
  • Bricks and Clicks
    • Physical Stores
      • There are currently more than 1,900 FedEx Office locations in the United States and abroad. More than 400 centers are open 24 hours a day, seven days a week
    • Online Platform
      • Online tracking 
      • Web Integration Wizard


Fedex's competitors:

  • UPS
    • there are nearly 4,700 independently owned The UPS Store locations in the U.S., Puerto Rico and Canada.
  • DHL
    • a division of the German logistics company Deutsche Post DHL providing international express mail services.
  • TNT Express
    • an international courier delivery services company with headquarters in Hoofddorp, Netherlands. 

Services and customers:

  • Express delivery services: 
    • provides fast and reliable delivery to every U.S. address 
    • more than 220 countries and territories around the world.
  • Internet service (shipment)
    • Prepare Shipment
      • Find locations
      • Pick up  schedule
    • Get Rates and Transit Times
      • Predict the transit times
    • Customs Tools
  • Internet service (Tracking)
    • Monitoring the shipments
      • Online tracking
      • FedEx Desktop
      • FedEx mobile
  • Shipping Process 
    • Get Shipping rates and Transit Times
    • Packing
    • Online Shipping with FedEx Express
    • Documentation required for international shipments
    • Schedule a Pickup




Definition of logistic terms:


  • Virtual Value Chain
    • an information flow & cash flow
      • Any chain or network connected through electronic links can be considered virtual.
      • Represents an organizational structure that facilitates efficient and effective flows of both physical goods and information in the supply chain management.
  • Basic Flow
    • differs from the physical value chain of manufacturing/sales of traditional companies. 
      • begins with the content supplied by the provider
      • which is then distributed and supported by the information infrastructure
      • the context provider supplies actual customer interaction
  • Benefits 3
    • Keeping track of all packages handled by the Company On-line System (COSMOS)
    • manages everything on real time
      • vehicles, people, packages, routes and weather scenarios
    • COSMOS relays data on package movement, pickup, invoicing and delivery so as to send to a central database at Memphis headquarters.
    • places a bar-code on each parcel at the point of pickup, the bar-code can be scanned at each stage of the delivery cycle
  • COSMOS system
    • manages on-time information to different stakeholders,  such as vehicle, people, package, routes, etc.
    • integrates information flow of shipped goods and transportation mode
    • uses bar code to improve the delivery cycle efficiency, shorten the cycle time and evaluating customer service level
The role of IT in FedEx’s Business Strategy  

  l   Expand the global business

   ◦   Information sharing

          More information flow between department and companies

         Tools for training new employee

  ◦  Enhance efficient and effective

         More accurate

  ◦    Reduce cost

  ◦      Multiple language

            Common language in global

l   Interaction with customer

   ◦      Just-in-time inventory management system

  Reduce inventory cost

  ◦      RFID for check the inventory anytime

  ◦      E-tailing

  ◦      Improve CRM

            Directly contact with customers

  ◦      Interact with supply chain partners

  Reduce bullwhip effect

l   FedEx Home Delivery

  ◦     B2C EX market
  ◦     Using the advanced technology to achieve the same leadership market
  ◦     Expand the residential delivery business
Discuss the virtual integration of supply chains without ownership
Definition
 — Uses information technology to eliminate the boundaries in the value chain among its suppliers,                       manufactures, and customers which has another term of seamless by applying virtual integration
           l   A business engaged in virtual integration owns only their brand and their clients. 
           eliminates the need to physically produce, ship or handle any products as they are now outsourced.
PowerShip programme
l introduced in 1984
 l improve efficiency and control with proprietary on-line
 lprovided additional services to the customer
—   including storing of frequently used addresses, label printing, on-line package pick-up requests, package tracking
CISCO


    ldevelop an extranet that allowed its customers to order FedEx services without leaving the Cisco Website
 —l  By integrating its services within the supply-chain of its customers, and thus generating increases in customer loyalty and in customers
 — lFedEx managed to effectively raise the barriers to entry for competitors.
      lIn the past
  take care all of the works ranging from designing, marketing to transportation.
 —lNow
  outsources some of the production process to other factories and With the assistance of faster
 information flow through the internet
  Role of coordinator
Advantages of the virtual integration of supply chains without ownership
 lIncrease accuracy
 lEnhance efficiency
 lPositive effect of division of labor
  lReduce Cost
 lReduce risk of initial investment
  lDecrease length of order cycle
  lBetter control movement of goods



What are the factors that put pressure on FedEx to consolidate its operations, while remaining customer-focused?
 Factors
  1. Demand for quality service by customers
  2. Reduce Customer confusion
  3. Intensive increase in competition
  4. Soaring Costs
Demand for quality service by customers
 lIn order to attract all the customers with different size of transaction
  lA streamlined customer automation platform are provided
  With one toll-free telephone number, one Website, one invoice and account number, one sales team, one customer service team
Reduce Customer confusion
l Some resources may be duplicated
  since the information is spread among the groups of FedEx
 lProvides collective synergy of solutions
  to meet customers’ logistics needs
Intensive increase in competition
 lGlobalization 3.0
  Focus on individuals and groups to collaborate and compete globally
lDevelop global systems for worldwide implementation
  to overcome the difficulties of different languages, currencies and cultures
Soaring Costs
l  Fuel cost
 lLabor cost
 lInventory cost
 lTransportation cost
 lPut pressure on Fedex to re-think its business strategy

2014年3月12日 星期三

Company Visit - Yakult

Company Visit - Yakult

Date: 12 March,2014

Company Background
Yakult is a Japanese probiotic mike-like product which was created by Japanese scientist Minoru Shirota, who discovered that lactobacilli were effective in suppressing harmful bacteria within the intestines, in 1930. After 5 years, he started the manufacturing and Yakult had sold to the public.

In 1969, Yakult operated their business in Hong Kong. The first factory was located at Kwun Tong and the current factory is moved to Tai Po. Yakult used to employ “Yakult Mama” for direct marketing strategy to sell the drink in the first selling. However, this trend was not suitable for Hong Kong and changed to sell at supermarket now. In 2011, Yakult has published a new production line in Hong Kong for producing a new flavor of Yakult – Yakult LT.

Today, Yakult is sold in 34 countries to suit 30 million demands for each day.




Q&A

1. Apart from Yakult and Yakult LT, is there any new product development for future to grasp the market opportunities on healthy beverages in Hong Kong?

Hong Kong’s Yakult still not consider to build up new product because they do not have enough place for production. One of the reasons is the limited land in Hong Kong. Furthermore, the demand in Hong Kong is exceedingly high which has more than 1 million per day. The current factory needs to operate each day for fulfilling that huge demand.

2. Since the size and container shape of Yakult’s beverages is obviously different from other companies, what are the benefits for Yakult to apply this design?

The primary concern is the issue of hygiene avoiding contamination. A bottle of Yakult would not have any cover if the larger Yakult was not finished. For this situation, the risk of infection with other bacteria would increase and the number of live probiotic bacteria would be destroyed by various air-borne bacteria. Therefore, using a smaller bottle for storing Yakult is more hygienic than a larger bottle. Moreover, the nutrient of one small bottle is enough to suit our healthy each day. As a result, if drinking one smaller size is not enough, we can drink double or above small size rather than a larger size.



2014年3月6日 星期四

Company Visit - Kerry Logistics

Our visit to Kerry Logistics Cargo Centre at Kwai Chung
Kerry Cargo Centre



Kerry Logistics is a Hong Kong based logistic company. Acting as one of the largest Hong Kong logistics company, Kerry’s main focus is on Asian countries and acting as a premier 3PL service provider in terms of managed warehouse GFA (Gross Floor Area) and revenue.





With around 570,000 square meters logistics facilities in Hong Kong1 and that of 39 million square feet internationally, having 19,000 employees, logistics footprints spread at 35 countries and 6,500 self-owned trucks, Kerry has shown its capability and assets to be a leading player in integrated logistics and International Freight Forwarding (IFF).

For the coverage of business in Greater China, Kerry has 13,000 employees, 24 million square feet logistics facilities and 17 warehouses in China.
While in Hong Kong, it has 12 warehouses. As mentioned above, Kerry has around 570,000 square meters logistics facilities in Hong Kong. For the largest warehouse in Hong Kong which is located in Kwai Chung (Kerry Cargo Centre), has the floor area accounted to 134,100 square meters. It has one whole floor which is leased by Hong Kong Disneyland. inside this cargo  One of the logistics centre in Tai Po is called PC3 (Product Customization and Consolidation Centre), which is the first Hong Kong industrial building that certified with HK-BEAM (Gold) award and an worldwide-recognized green building accreditation called LEED award2. PC3 is a distribution centre designed for international fashion and lifestyle brand names, such as LV and Marks & Spencer. The warehouses in Cheung Sha Wan, Kerry Hung Kai Warehouse and the one in Kowloon Bay, called Kerry D.G. Warehouse (Kowloon Bay), can be used to store and manage dangerous goods. One of the cargoes that Kerry Warehouse (Chai Wan) stored is video tapes.
In Asia, Kerry possesses a seaport called Kerry Siam Seaport which accounted for 460,000 square meters in Sriracha of Thailand.

Coming to the distribution network in ASEAN, KART connects the countries and regions in ASEAN in road transportation just like the MTR in Hong Kong. Starting with route 1, Kunming (China) to Bangkok (Thailand), where the head office located; route 2, which connecting China, Vietnam and Bangkok; route 3, connected Bangkok and Cambodia; route 4, joined Bangkok and Laos and the last one is route 5 which joined Singapore, Malaysia and Bangkok. This powerful road transportation network will be reinforced with effective long-haul trucking, sea-land and air-land services.

When asking for what makes the company different from the traditional logistics and SCM company, Kerry said it has two factors that makes the company becomes outstanding. The first one is the IT system. Kerry has a sophisticated IT system called KerrierVISION that can visualize the supply chain of customers’ goods, for instance where the cargo is now and give full transparency and control throughout the whole supply chain. This can give a sense of security and confidence to the customer. Since every customer’s business portfolio is different. So each individual customer can be provided with highly customized solutions. Customer can benefit from the increased cost effectiveness by checking their inventory, freight, purchase order and delivery checking. Seamless information flow can be ensured as KerrierVISION provides a common platform to connect all the parties and allow flexible system integration of a number of different monitoring channels for easier management.
Another factor is people. Since Kerry has a worldwide coverage, it will localize the business in each region or countries by hiring the local professionals that means there are no culture gaps between the customers and Kerry. A team of specialized people with strong project management experience will help the company to know the customer’s business comprehensively.

With the help of strong assets in both Integrated Logistics and IFF, Kerry can be able to provide tailor-made Supply Chain Solutions to their customers. Since diversified service portfolio enables efficiencies and competitiveness, so Kerry provide services in the following areas including Fashion and Lifestyle (F&L), Electronics and Technology (E&T), Food and Beverage (F&B), Fast-moving consumer goods (FMCG), Industrial & Material Science (IMS), Automotive (AUTO), Pharmaceutical &Healthcare (PHARMA) to suit different industries specific needs.
Kerry also provides Value-added Service (VAS) to their customers. For F&L, Garment-on-Hanger (GOH), labelling, stock take, gift packing, call center support, ironing, tagging, sorting and GOH delivery are supplementary services available to customers when needed. For Electronics and Technology (E&T), kitting, in-transit assembling, RMA function testing and conversion are provided as VAS for customers. For Food and Beverage (F&B), it provides temperature control trucks and warehouse, stock take, labelling, date printing and wrapping services to customers as choices.




As inspired by the amount of eco-friendly policy that Kerry’s warehouse are using and the green energy award that obtained by Kerry, I am more aware about the environmental issues as the role of Hongkonger. Since the power consumed by industrial building are one of the great sources of energy consumption, by adopting green energy policy will not only give a helping hand to the environment, this will also help the company to save money.




During the time of visit, we have raised a set of questions about the company. The followings are some questions and answers from Kerry.



Q and A session
Q: What policies does Kerry Logistics provide to protect the clients’ interest if the warehouse inventory was damaged or lost due to some accidents incurred?


A: To minimize the risk that faced by our customers, we have adapted the Standard Operating Procedure (SOP) policy to meet customer’s needs that have explicitly listed in SOP so that both expectation from the client and the company can be aligned. The second policy is that the company will compensate the customers if it is really Kerry’s fault and therefore insurance are provided to secure their own assets for the clients.


Q: What has Kerry Logistics done for corporate social responsibility? 
A: For CSR policy, it is not only about financial success, but about how to make the company sustained in the long run. First, Kerry has good corporate citizenship. For instance, the staff of company joined volunteer work regularly, participated in Standard Chartered Hong Kong Marathon and walked in Kong Kong’s Green Power Hike. For internal health of the staff, they have a balanced working life and social life. For environmental protection, Kerry has been granted ISO accreditations ISO 14001: 2004 Certification for Environmental Management System (EMS), for example, the company has decreased 5% electricity usage in 2012.