Estratégia Corporativa
Logistics/Supply Chain
Strategy and Planning
“If you don’t know where you want to go, any
path will do.”

Estratégia é o processo onde planos são formulados para
posicionar a empresa em uma situação a atingir os seus
objetivos.

A formulação estratégica começa com a definição de uma
estratégia corporativa. Isto envolve:
– Conhecer as necessidades, forças e fraquezas dos 4 maiores
players:
•
•
•
•
Clientes
Fornecedores
Competidores
A própria Companhia
– Estabelecer uma visão que provavelmente ocorrerrá quando
estratégias não-convencionais, desconhecidas ou mesmo
contra-intuitivas forem consideradas.
Corporate to Functional Strategic
Planning
Estratégia Logística

Os Objetivos da Estratégia Logística são:
–
–
–

Níveis de planejamento logístico
–
–
–

External factors
RRL
(ROLA)
Estratégico
Tático
Operacional
Nível de serviço ao cliente
Localização de facilidades
Decisões de estoque
Decisões de transporte
Quando planejar?
–
–
Corporate strategic
plan
•Economic
•Regulatory
•Technological
•Competitive
Marketing
As 4 areas de problemas na cadeia de suprimentos
–
–
–
–

Minimizar o custo
Maximizar o serviço ao cliente
Minimizar o Investimento
Quando não existe uma rede logística consolidada.
Quando não houve uma reavaliação nos últimos 5 anos.
Manufacturing
Recall the
logistics strategy
triangle
Finance
Logistics
Functional strategic plans
Objetivo da Logística
Flow of Logistics Planning
Maximizar o Retorno dos Recursos Logísticos (RRL)
Return on LOgistics Assets (ROLA)
Business goals and
strategies
Individual Link of Logistics System
•Facility location
• Operations strategy
• Inventory management
• Information systems
• Material handling
• Traffic and transportation
• Planning and control methods
• Organization
Customer service
requirements
Contribuição
da Logística
para as Vendas
Integrated logistics
planning
RRL =
Design of integrated
logistics management
system
Six Concepts for Logistics
Strategy Formulation
Strategic, Tactical, and Operational Decision Making
Tactical
Operational
Transportation Mode selection
Seasonal equipment leasing
Dispatching
•
Location, Control policies Safety stock levels Order filling
Order
processing
Order entry, transmittal,
and processing system
design
Processing
orders, Filling
back orders
•
Purchasing
Development of supplier- Contracting,
buyer relations
Forward buying
Expediting
•
Order picking
and restocking
•
Facility
location
Space utilization
Differentiated distribution
Not all products should be provided the same level of
customer service
Mixed strategy
A pure strategy has higher costs than a mixed strategy
Postponement
Delay formation of the final product as long as possible
Shipment consolidation
Smaller shipment sizes have disproportionately higher
transportation costs than larger ones
Number, size, and
location of warehouses
CR (2004) Prentice Hall, Inc.
Total cost concept
Tradeoff conflicting costs at optimum
•
Inventories
Warehousing Handling equipment
selection, Layout design
RECEIT AS CU ST OS
RECU RSOS
Investimento
em Recursos
Logísticos
Overall performance
measures
Decision area Strategic
Custos da
Operação
Logística
•
2-7
Product standardization
Avoid product variety since it adds to inventory
CR (2004) Prentice Hall, Inc.
A Cost Conflict in Logistics
More Cost Conflicts
2-1
0
More Cost Conflicts
More Cost Conflicts
2-1
0
2-1
0
More Cost Conflicts
Pure vs. Mixed Strategy
2-1
0
Choosing the Right Supply Chain Strategy
Low margin
Efficient
supply chain
Responsive
supply chain
High margin
Functional
Products-Predictable
demand
Innovative
Products-Unpredictable
demand
Retail food
products
Electronic
equipment
Classification of Products
Predictable/Mature
Products
Unpredictable/Introductory
Products
•Jello
•Corn Flakes
•Lawn fertilizer
•Ball point pens
•Light bulbs
•Auto replacement tires
•Some industrial chemicals
•Tomato soup
•New music recordings
•New computer games
•Fashion clothes
•Art works
•Movies
•Consulting services
•New product offerings of
existing product lines
Choosing the Right Supply Chain Strategy
Efficient supply
chain
Supply-tostock
Responsive
supply chain
Supply-toorder
Economical production runs
Finished goods inventories
 Economical buy quantities
 Large shipment sizes
 Batch order processing
Actions for Misclassified Products

Product Characteristic

Excess capacity
 Quick changeovers
 Short lead times
 Flexible processing
 Premium transportation
 Single order processing

Seven Principles
of Supply Chain Management
Differentiated distribution
•Segment customers based on service needs
•Listen to signals of market demand and plan
accordingly
Design to customer needs
•Develop a supply-chain-wide technology
strategy
Boundary spanning
info. systems
Customize
the
logistics
network
•
•Differentiate product closer to the customer
Postponement
•Source strategically
•Adopt channel-spanning performance measures
Source: Accenture Consulting
Supply Chain
Design Type
Predictable/
Mature
Unpredictable/
Introductory
Supply-to-Stock/
Efficient
Tomato Soup
If product is here
Supply-to-Order/
Responsive
If product is here
Personal
Computer Models