Supply Chain Essay

Supply Chain Analysis- Industrial Level Benchmarking

Case

Analys is

–

K u r l –o n

L t d.

Sudhanshu Joshi, PhD School of Management Doon University, Dehradun Dated: 13/02/2012

1

Supply Chain Performance Measures
SCOR Model- Supply Chain Operation Reference
 As per the SCOR Model, Supply Chain Performance measures fall

under the following four broad categories:
Internal
SCOR Model Supply Chain Measures

(a). Cost (b). Assets

(c). Reliability

(d). Flexibility
Customer Facing Reliability Flexibility
* *

Customer
Internal Facing Cost Assets

Delivery Performance Order Fulfillment Performance Fill rate Order Fulfillment lead time Perfect Order Fulfillment Supply Chain Response time Production Flexibility Total logistics manangement cost Value-added productivity Warranty Cost Cash-to-Cash Cycle time Inventory days of supply Asset turns

* * * * * * * * *

•Commonly used Supply Chain Performance measures: 1. Working Capital Cash Cycle , 2. Supply Chain Inefficiency Ratio, 3.Working Capital Productivity

Case- Background
 Kurlon Limited is the largest manufacturer of

mattresses in India, with sales of Rs. 110 crore.  Kurlon roughly had a 65% market share of the branded rubberised coir mattress market, it witnessed rapid growth in sales and market share in the mid-nineties, but from 1996 onwards sales and market share has stagnated and profitability was on the decline.  In 1998, Kurlon was worried about the increased competition, from other branded and un-branded mattresses, and the challenges of providing higher variety to the customers.  After JV with DuPont- inaddition to 126 configurations of mattresses , another 75 configurations introduced.

Case- Objectives
 To understand the inefficiency of present operations and supply chain at Kurl-on

to handle the load in an increasingly competitive market.
 To Understand Production and Distribution Planning practices at Kurlon.  To Diagnose Supply Chain...