NIKE MARKETING STRATEGY OF NIKE AT “NIKESHOES INDUSTRIES LIMITED
True Tales From The Distribution Dark Side€¦ · • In 2001 Nike, announced profits worth $97...
Transcript of True Tales From The Distribution Dark Side€¦ · • In 2001 Nike, announced profits worth $97...
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True Tales From The Distribution Dark Side
Martin Bailey & Aldi Steenkamp
Industrial Logistic Systems
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Intro Video
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The Influence of The Dark Side Across the Supply Chain!
Procurement
(Submarines)
Planning
(Nike)
IT
(Heathrow)
Warehousing
(Sainsbury)
Warehousing
(Foxmeyer)
RFID
(Walmart)
Risk
(Fire)
Transport
(Transnet)
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The Great Submarine Purchasing Disaster
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http://www.corruptionwatch.org.za/the-arms-deal-what-you-need-to-know-2/
• Deal done at better than R7 to $1
• Total deal R30 Billion to R50 Billion (that we know)
How Supply Chain Can Go Wrong, Wrong, Wrong,
wrong
How ^ to buy stuff to protect our shores
not
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When Driven By Corruption – Supply Chain Can Go Wrong
• Investment in submarines - R8 billion
• Number of submarines operational – 0
• SAS Queen Modjadji – crashed underwater after launch
• SAS Manthatisi – crashed before launching & plugged in wrong
• SAS Charlotte Maxeke is still busy with "routine maintenance"
https://www.timeslive.co.za/news/south-africa/2012-08-12-not-one-of-the-r8-billion-arms-deal-submarines-is-operational/
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What was the purchasing objective?
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What we needed
We could have bought 2600 of these We could have bought 235 of these
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Lesson:
• Kickbacks = Poor Decision Making
• Submarines never good to protect our waters from over-fishing
• Often not the amount of the kickback – but sends everyone in wrong
direction
• In this modern era someone will find out
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The Planning Failure at Nike
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Nike
Background:
• March 1999 Nike buys new software from I2 technologies
• Replaced Manugistics
• Customisation cost $40m
• Idea was to supplement legacy system (rather than adding to SAP – SAP SCM / APO was in its infancy)
• 120,000 SKU variations!
• Lots implementation & communication issues
• Irrational exuberance for I2 – but it was the base
for most of the other software
http://www.scmfocus.com/scmhistory/2010/07/the-history-of-apo-and-the-influence-of-i2-technologies/
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Result:
• In 2001 Nike, announced profits worth $97 million. This figure was $48 million below their forecasted projection.
• Nike held i2’s Technologies responsible.
Why?
• Integration with a 3rd party tool that did not completely fit into existing legacy systems
• Lack of training and understanding of the i2 demand forecasting tool. This could have been a direct effect of inexperience
• Making projections that were too far ahead in the future?
• Too far from I2 vanilla
http://cmuscm.blogspot.co.za/2012/09/forecasting-gone-wrong.html
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2000’sPanacea For
Forecasting 2020’s Panacea For Forecasting
Machine Learning Systems & Rapid Response
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Learnings:
• Even the best companies make mistakes
• Complexity of the application without commensurate resources applied
to making it work?
• Too quick to jump on the bandwagon and adopt new systems?
• A ‘big bang’ approach to the launch without sufficient testing.
http://softwaremoneypit.com/case-study-nikes-adventure-with-demand-planning-software/
Maybe not the best strategy for new software
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The Great Heathrow Luggage Disappearance
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IT Case Study
- Heathrow Terminal 5
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IT failure at Heathrow T5
• Queen Elizabeth's grand opening speech, which called the terminal “a 21st
Century gateway to Britain.’’
• Terminal 5 cost British Airways and the British Airports Authority £4.3bn to
build and to fit out.
• BA says around £75m of these costs are for technology, while BAA invested
at least another £175m in IT systems
http://www.independent.co.uk/news/uk/home-news/disastrous-opening-day-for-terminal-5-801376.html
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70 000 Bags a day
18km of conveyor belts for baggage handling
131 escalators
“enough cable to lay to Istanbul and back“
It has 175 lifts
2,100 PCs
more than 9,000 connected devices
546 interfaces
180 IT suppliers and run 163 IT systems
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1st Week - Bags Went Into a “black hole”
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Location of First Weeks Luggage
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Lessons:
• Need more testing – never
enough
• Stress testing is vital
• Big bang implementations
dangerous
• Once fixed – as long as it works
– all is well
Personal Note: Don’t travel 1st week after a terminal opens
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• 2 years earlier (1995 vs 1993) • Baggage system failed day 1 • So bad they went back to the Old Terminal
Denver International Airport :
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Hong Kong International Airport :
• $20 Billion Airport
• Computer glitches paralyze air-cargo
operations.
• 4 000 tons of cargo every day
• Seafood, vegetables, and other perishable
goods sitting for days
• Glitch erased the company inventory list
• Kai Tak Airport (old terminal) as temporary
solution
https://www.nytimes.com/1998/07/09/business/international-business-
problems-continue-to-mount-at-new-hong-kong-airport.html
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Darth Vader Shopping at Sainsbury’s
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Warehousing Case Study
- Sainsbury
Rank Retailer Nr of stores
1 Tesco 3,500
2 Sainsbury 1,374
3 Asda 626
4 Morrison 498
• Founded in 1869, by John James Sainsbury.
• Became the largest grocery retailer in 1922, was an early adopter of self-service retailing in the United
Kingdom, and had its heyday during the 1980s.
• In 1995, Tesco overtook Sainsbury's to become the market leader
• Asda became the second largest in 2003, demoting Sainsbury's to third place
• January 2014, Sainsbury's regained second place
https://en.wikipedia.org/wiki/Sainsbury%27s#cite_note-RUDDICK-3
To compete with Tesco
Need a world class supply chain Build 4 automated DC’s (in secret)
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Warehouse automation failure at Sainsbury’s
• The warehouse automation project commenced in 2000 --- collapsed in
2004.
• Cost Sainsbury £3bn
• Sainsbury’s blamed Design Partners
• So many suppliers – blame game ensued
• Needed to recruit 3,000 shelf stackers to fix the damage manually.
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Lessons: Sainsbury
• Make sure you understand the supply chain needs
• Automation can cause lots problems if not fully
understood
• Use consultants who know what they are doing
• Big bang is dangerous
• If you are “rich enough” maybe you can recover
from anything
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Sometimes You Don’t Recover – Project Delta 3
Foxmeyer – much the same storey a few years earlier
• In 1996, Foxmeyer 4th largest wholesale drug distributor in the U.S. - sales
over $5 billion dollars
• In 1993 they embarked on an ambitious project:
New ERP system (SAP R3)
New WMS (Pinnacle)
New highly automated DC in Ohio.
• Inability to ship product and failure!
http://aboutdavidkiger.net/the-foxmeyer-logistics-failure-story/
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Result! • Bankruptcy - $5 billion company was sold to its larger rival, McKesson,
for only $80 million.
• Leading vs bleeding edge?
• Sometimes no matter how big – you don’t recover!
• Sometimes we don’t learn
Formula for disaster: • New IT • New facilities • New tech
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Wal-Mart RFID a Solution Looking For
a Problem
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RFID Case Study
- Walmart
• June, 2003, Wal-Mart CIO Linda Dillman announced that the world's largest
retailer would require its top 100 suppliers to tag everything with radio-
frequency identification (RFID) tags.
• RFID promised fast tracking of anything – everywhere!
• For Wal-Mart, it held the promise of a more efficient supply chain
• Wal-Mart biggest $250 billion in sales that year.
http://www.scdigest.com/assets/FirstThoughts/09-05-07.php http://www.zdnet.com/article/did-wal-mart-love-rfid-to-death/
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Simply Not Viable!
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$0.01 vs $1 dream
No tellers & easy inventory counting?
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Not Only Wal-Mart
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Unmanned check out stations - No queues - No errors
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RFID simply did not work reliably at check out
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Lessons
• Many consumer products (eg toilet paper and laundry detergent) have
razor-thin margins (50c to $1 each) – can’t afford fancy tech
• Given the nearly non-existent cost of bar codes relative to RFID, was
RFID a solution in search of a problem?
• Technology – as envisaged – did not work!
• Has Wal-Mart’s involvement pushed the technology forward?
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The Great Fire
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Angle Grinder + Flammable Roof Insulation = Fire
+ =
Risk Case Study - Great South African Fire
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The Great 5 Day Durban Fire
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Why Don’t We Learn?
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Grenfell Fire Makro Fire
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Not just the fire – What
about the down stream
effect on the Supply Chain
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Lessons
• Clearly we don’t learn
• Procedures during repairs vital
• Use of flammable material for insulation!
• No sprinklers – is it worth it!
TIPSASA FIRE REGISTER FEBRUARY 2018 Tested and classified in accordance with SANS 10400-T & SANS 428:2012
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• 80% of facilities have flammable insulation ?
• SANS does not prohibit the use of
flammable insulation
• Flammable insulation is usually much
cheaper than “the good stuff”
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What about your warehouse??
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The Battle Between Road and Rail
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Clearly We All Want Rail For Freight Long-haul!
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Energy Efficiency
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RAIL
ROAD
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And Preserve our Roads
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What Has Happened to Freight Rail In SA
58 https://jtscm.co.za/index.php/jtscm/article/view/228/447
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Annual Tons on Rail by Freight Category – 1949 -2011
http://www.safti.co.za/?page_id=166
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Rail Freight – South Africa VS USA
Rail Freight Road Freight
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Rail Freight Road Freight
USA RSA
USA worlds best user of rail freight!
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What Went Wrong
• Transnet highly politicised during apartheid days
• Transnet was highly protected
• R6.332bn loss for the year ended March 30 2004!
• Then Transnet CEO Maria Ramos – brief – stop bleeding
• Non core operations trimmed (freight non core)
• Under – investment in freight for years
• Focus on bulk (coal, iron ore, etc)
• Issues: management, corruption, lack of capital, lack of focus
• Lack of co-operation with transport industry & customers
Business
Politics
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In Theory
• Transnet Freight Rail (TFR) has a road
to rail strategy
• New Market Demand Strategy (MDS)
had been launched in 2012 -- with an
emphasis on massive capital
investments and moving additional
tonnage by rail -- the “death curve” of
previous years had been arrested and
the situation had started to improve.
https://pmg.org.za/committee-meeting/21086/
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Can it Be Fixed?
• Partially on its way – more investment
• Trying to be more user friendly
• But real technology updates needed
• Need big money to modernise!
• Road – low capital & easy to enter
• Road – private
• Needs better ports (integrated multi modal)
• Needs less internal focus & more external focus
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Piggy Back & Bridges!
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Bridges Can Be A Problem
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Public Private Partnerships
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Public Private Partnerships!
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Additional Port Facilities – Total System
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Intermodal Efficiency
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We Have Presented Some Dark Tales
Procurement
(Submarines)
Planning
(Nike)
IT
(Heathrow)
Warehousing
(Sainsbury)
Warehousing
(Foxmeyer)
RFID
(Walmart)
Risk
(Fire)
Transport
(Transnet)
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Taking no Risk is Also Not An Option
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Some Simple Rules – To Stay on the Bright Side
• Understand total business processes and all ramifications
• IT is usually the biggest risk
• Automation great if properly understood
• Big bang has its benefits, but increases RISK.
• Test – test – test – test – test – test – test – test – test – test
• Try learn from past mistakes
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• Proper understanding of customer needs
• Separate what customer wants from what he needs
• Good co-ordination between physical & IT processes
• Follow good practice from concept to execution
• Leading / not bleeding edge
• Chose the best supplier – with lots history
• Don’t go with ridiculous timelines
• Test – test – test – test – test
• Test under pressure!!!
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Some Simple Rules – To Stay on the Bright Side
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The Old Description Still Applies
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