Supply Chain Analysis- Industrial Level Benchmarking
Case
Analys is
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K u r l –o n
L t d.
Sudhanshu Joshi, PhD School of Management Doon University, Dehradun Dated: 13/02/2012
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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...