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About the Author

Karin L. Bursa
Vice President of Marketing
Logility


Karin L. Bursa is vice president of marketing at Logility, a provider of collaborative supply chain management solutions. Ms. Bursa has 25 years of experience in the development, support and marketing of software solutions to improve and automate enterprise-wide operations. You can follow her industry insights at www.logility.com/blog. For more information, please visit www.logility.com.


Supply Chain Comment

By Karin L. Bursa , Vice President of Marketing, Logility

March 15, 2012



Wholesale Distributors are Supply Chains Too

Leading Wholesale Distributors are Moving from a Tactical to a Strategic Planning View to Overcome Multiple Challenges


Wholesale Distributers are faced with growing costs, new competitors, demanding customers and paper thin margins—net margin is now often under 1%. The core asset, inventory, presents a challenging balancing act: hold too much and waste resources and risk obsolescence, while too little inventory can lose customers. Effective supply chain management is what often separates successful distribution companies from those that constantly struggle.

A current wholesale distribution research study from the National Association of Wholesaler Distributors (NAW) points out 21% of distributors currently do business with what they consider “highly unprofitable” customers. This comes from multiple factors including mounting pressure from customers to lower prices in the face of rising costs. To overcome this challenge, leading wholesale distributors are moving from a tactical to a strategic planning view, going beyond doing a good job on today’s buy to developing a wider focus on efficiency in the supply chain and all facets of the business. In a time when a tidal wave in Japan can disrupt auto parts availability in Ohio, distributors are thinking more holistically and analytically about a demand-driven supply chain strategy.

Bursa Says:

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The new supply chain goal for wholesale distributors: More effectively buy and stock as little inventory as possible, choosing instead to quickly source, ship and deliver product on premises or to the customer.
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The new supply chain goal for wholesale distributors: More effectively buy and stock as little inventory as possible, choosing instead to quickly source, ship and deliver product on premises or to the customer. To accomplish this, upgrading buyer-centric systems just won't do. With today's dynamic economic conditions, every wholesale distributor needs to rewrite their supply chain playbook with these four actions in mind.

 

Action 1: Anticipate and Accurately Forecast Market Demand

The discipline of demand planning can break out revenue forecasts by product group, SKU, customer, channel, and geography. Accurate demand planning is critical in order for wholesale distributors to increase margins in today’s dynamic business environment, but wholesalers may lack immediate access to consumer demand patterns. For this reason, demand planning systems include advanced forecasting capabilities that anticipate future inventory needs based on many factors, including demand history, customer orders, new product introductions, and forward buying opportunities.

 

Action 2: Formalize vendor managed inventory consignment
As retailers implement strategies to increase profits, many now require their distributors to provide Vendor Managed Inventory (VMI) and consignment programs. These programs require robust supply chain solutions and formalized processes to accurately anticipate time-phased inventory and customer replenishment needs. Fortunately, VMI is no longer a one-sided process that burdens the seller and benefits only the buyer. Today, the traditional data intensive VMI process has merged with the best of Collaborative Planning, Forecasting and Replenishment (CPFR) to form Collaborative VMI, a process that shares more of the benefits across trading partners.

 


Action 3: Reduce safety stock levels

Too much inventory creates excessive discounting, obsolescence and write-offs. Too little inventory (or inventory in the wrong location) causes missed service levels and sales revenue. As they work to improve margins and offer value-added services, wholesale distributors must establish new methods for controlling inventory levels. Many are moving away from old approaches to setting inventory targets, such as holding two weeks of supply for all products at a location. Inventory planning, for example, sets inventory targets at a single location by taking into account time-phased demand signals and service level requirements. Another approach is multi-echelon inventory optimization (MEIO) which recognizes how inventory levels are interrelated between warehouses, DCs and other locations. MEIO models stock buffers across the network, and analyzes lead times, costs and many other factors. The system recommends amounts and placements of inventory to minimize inventory cost while achieving required service levels.

 

Action 4: Focus on buying inventory when it’s needed
In an industry that tends to be dominated by buyers, rather than planners, it’s no surprise the default driver is purchase price. With a broad inventory portfolio to manage, a huge number of SKUs and an orientation toward high stock positions, it is natural the emphasis is on buying at a good price. Procurement optimization automates the balancing act that buyers typically do manually delivering a more accurate and organized view of information such as how much supply is actually on hand, what has been ordered, as well as the status and lead times of incoming products. This allows the organization to make more informed decisions, such as assessing quantity price breaks based on dollars or points against how long excess inventory may have to be held.


Effective supply chain management is what often separates successful wholesale distributors from those that constantly struggle. Industry leaders have turned to advanced supply chain solutions to become strategic, demand-driven enterprises able to move beyond a focus on low price. Leaving practices such as rule-of-thumb inventory management in the past can reap significant competitive advantages. To realize these gains, you must move beyond spreadsheets and adopt integrated software tools that offer powerful organizing and planning features as well as the ability to model complex supplier constraints, uncertain demand patterns and multi-location inventory networks.


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