SUPPLY CHAIN MANAGEMENT

What is the Supply Chain Management (SCM)

Within the organisation, the supply chain refers to a wide range of

functional areas. These include Supply Chain Management-
related activities such as inbound and outbound transportation,
warehousing, and inventory control. Sourcing, procurement, and
supply management fall under the supply-chain umbrella, too.
Forecasting, production planning and scheduling, order
processing, and customer service all are part of the process as
well. Importantly, it also embodies the information systems so
necessary to monitor all of these activities. Simply stated, "the
supply chain encompasses all of those activities associated
with moving goods from the raw-materials stage through to the
end user." Advocates for this business process realized that
significant productivity increases could only come from
managing relationships, information, and material flow across
enterprise borders. One of the best definitions of supply-chain
management offered to date comes from Bernard J. (Bud)
LaLonde, professor emeritus of Supply Chain Management at
Ohio State University. La Londe defines supply-chain
management as follows: "The delivery of enhanced customer and
economic value through synchronized management of the flow of
physical goods and associated information from sourcing to
consumption. As the from sourcing to consumption" part of our last
definition suggests, though, achieving the real potential of
supply-chain management requires integration--not only of
these entities within the organisation, but also of the external
partners. The latter include the suppliers, distributors, carriers,
customers, and even the ultimate consumers. All are central
players in what James E. More house of A.T. Kearney calls the
extended supply chain. The goal of the extended enterprise is
to do a better job of serving the ultimate consumer. Superior
service, he continues, leads to increased market share.
Increased share, in turn, brings with it competitive advantages
such as lower warehousing and transportation costs, reduced
inventory levels, less waste, and lower transaction costs. The
customer is the key to both quantifying and communicating the
supply chain's value, confirms Shrawan Singh, vice president of
integrated supply-chain management at Xerox. "If you can start
measuring customer satisfaction associated with what a supply
chain can do for a customer and also link customer satisfaction
in terms of profit or revenue growth," Singh explains, "then you
can attach customer values to profit & loss and to the balance
sheet." The best companies around the world are
discovering a powerful new source of competitive
advantage. It's called supply-chain management and it
encompasses all of those integrated activities that bring product
 to market and create satisfied customers. The Supply Chain
Management Program integrates topics from manufacturing
operations, purchasing, transportation, and physical distribution
into a unified program. Successful supply-chain management,
then, coordinates and integrates all of these activities into a
seamless process. It embraces and links all of the partners in the
chain. In addition to the departments within the organization,
these partners include vendors, carriers, third-party companies,
and information systems providers.

What is the importance of Supply Chain Management

In the ancient Greek fable about the tortoise and the hare,
the speedy and overconfident rabbit fell asleep on the job,
while the "slow and steady" turtle won the race. That may
have been true in Aesop's time, but in today's demanding
business environment, "slow and steady" won't get you out of the
starting gate, let alone win any races. Managers these days
recognize that getting products to customers faster than the
competition will improve a company's competitive position. To
remain competitive, companies must seek new solutions to
important Supply Chain Management issues such as modal
analysis, supply chain management, load planning, route
planning and distribution network design. Companies must
face corporate challenges that impact Supply Chain
Management such as reengineering globalization and
outsourcing.
 Supply Chain Management Today

If we take the view that Supply Chain Management is what

Supply Chain Management people do, then in 1997 Supply
Chain Management has a firm hand on all aspects of physical
distribution and materials management. Seventy-five percent
or more of respondents included the following activities as
part of their company's Supply Chain Management department
functions:

Inventory management

Transportation service procurement

Materials handling

Inbound transportation

Transportation operations management

Warehousing management

Moreover, the Supply Chain Management department is expected to

increase its range of responsibilities, most often in line with the thinking
that sees the order fulfillment process as one co-ordinate set of
activities. Thus the functions most often cited as planning to formally
include in the Supply Chain Management department are:

Customer service performance monitoring

Order processing/customer service

Supply Chain Management budget forecasting

On the other hand, there are certain functions which some of us

might feel logically belong to Supply Chain Management which
companies feel are the proper domain of other departments. Most
difficult to bring under the umbrella of Supply Chain
Management are:
Third party invoice payment/audit

Sales forecasting

Master production planning

AMULs
SUPPLY CHAIN MANAGEMENT PRACTICES

Introduction
AMUL is a dairy cooperative in the western India that has been primarily
responsible, through its innovative practices, for India to become the
worlds largest milk producer. The distinctive features of this paradigm
involves managing a large decentralized network of suppliers and
producers, simultaneous development of markets and suppliers, lean
and efficient supply chain, and breakthrough leadership. Every day
Amul collects 447,000 liters of milk from 2.12 million farmers, converts
the milk into branded, packaged products, and delivers goods worth Rs
6 crore (Rs 60 million) to over 500,000 retail outlets across the country.
To implement their vision while retaining their focus on farmers, a
hierarchical network of cooperatives was developed, this today forms
the robust supply chain behind GCMMFs endeavors. The vast and
complex supply chain stretches from small suppliers to large
fragmented markets. Management of this network is made more
complex by the fact that GCMMF is directly responsible only for a small
part of the chain, with a number of third party players(distributors,
retailers and logistics support providers) playing large roles. Managing
this supply chain efficiently is critical as GCMMF's competitive position
is driven by low consumer prices supported by a low cost system of
providing milk at a basic, affordable price.

GUJARAT COOPERATIVE MILK MARKETING FEDERATION

(GCMMF)
GCMMF is India's largest food products marketing organisation. It is a
state level apex body of milk cooperatives in Gujarat, which aims to
provide remunerative returns to the farmers and also serve the interest
of consumers by providing quality products, which are good value for
money. GCMMF markets and manages the Amul brand. The distribution
network Amul products are available in over 500,000 retail outlets
across India through its network of over 3,500 distributors. There are 47
depots with dry and cold warehouses to buffer inventory of the entire
range of products. GCMMF transacts on an advance demand draft basis
from its wholesale dealers instead of the cheque system adopted by
other major FMCG companies. This practice is consistent with GCMMF's
philosophy of maintaining cash transactions throughout the supply chain
and it also minimizes dumping. Wholesale dealers carry inventory that
is just adequate to take care of the transit time from the branch
warehouse to their premises. This just-in-time inventory strategy
improves dealers' return on investment (ROI). All GCMMF branches
engage in route scheduling and have dedicated vehicle operations.
Largest Cold Chain: AMUL has the largest cold chain network in India
(i.e. 18000 refrigerators) as compared to any other company. The
chemical components of milk are water, SNF and solids. Milk is very
perishable product so it has to be consumed within 24 hours. In order to
avoid wastage AMUL converts the milk in to SNF and milk solids by
evaporating the water, which comprises up to 60-70% of milk contents.
This is possible only if the distribution channel right from the producer
to the consumer is well organized. It will be surprising to know that
AMUL makes even the Sarpanch to eat pizza i.e. it supplies pizzas even
to rural market.

THE BUSINESS MODEL

From the very beginning, in the early 1950s, AMUL adopted the
Network as the basic model for long-term growth.

The network explicitly includes secondary services to the farmer-

suppliers.
Several of the entities in the network are organized as cooperatives
linked in a hierarchical fashion.

Customers: In comparison with developed economies, the market for

dairy products in India is still in an evolutionary stage with tremendous
potential for high value products such as ice cream, cheese etc. The
distribution network, on the other hand, is quite reasonable with access
to rural areas of the country. Traditional methods practiced in western
economies are not adequate to realize the market potential and
alternative approaches are necessary to tap this market.

Suppliers:
A majority of the suppliers are small or marginal farmers who are often
illiterate, poor, and with liquidity problems as they lack direct access to
financial institutions. Again, traditional market mechanisms are not
adequate to assure sustenance and growth of these suppliers.

Third Party Logistics Services

In addition to the weaknesses in the basic infrastructure,
logistics and transportation services are typically not professionally
managed, with little regard for quality and service. In addition to
outbound logistics, GCMMF takes responsibility for coordinating with
the distributors to assure adequate and timely supply of products. It also
works with the Unions in determining product mix, product allocations
and in developing production plans. The Unions, on the other hand,
coordinate collection logistics and support services to the member-
farmers. In what follows we elaborate on these aspects in more detail
and provide a rationale for the model and strategies adopted by
GCMMF. Simultaneous Development of Suppliers and Customers: From
the very early stages of the formation of AMUL, the cooperative realized
that sustained growth for the long-term was contingent on matching
supply and demand. The member-suppliers were typically small and
marginal farmers with severe liquidity problems, illiterate and
untrained. AMUL and other cooperative Unions adopted a number of
strategies to develop the supply of milk and assure steady growth. First,
for the short term, the procurement prices were set so as to provide fair
and reasonable return. Second, aware of the liquidity problems, cash
payments for the milk supply was made with minimum of delay. This
practice continues today with many village societies making payments
upon the receipt of milk. For the long-term, the Unions followed a multi-
pronged strategy of education and support. For example, only part of
the surplus generated by the Unions is paid to the members in the form
of dividends Managing Third Party Service Providers: Unions focused
efforts on these activities and related technology development. The
marketing efforts were assumed by GCMMF. All other activities were
entrusted to third parties. These include logistics of milk collection,
distribution of dairy products, sale of products through dealers and
retail stores, some veterinary services etc. It is worth noting that a
number of these third parties are not in the organized sector, and many
are not professionally managed. Hence, while third parties perform the
activities, the Unions and GCMMF have developed a number of
mechanisms to retain control and assure quality and timely deliveries.
This is particularly critical for a perishable product such as liquid milk.
Coordination for Competitiveness: Coordination is one of the key
reasons for the success of operations involving such an extensive
network of producers and distributors at GCMMF. Some interesting
mechanisms exist for coordinating the supply chain at GCMMF. These
mechanisms are: Inter-locking Control The objective for developing
such an inter-locking control mechanism is to ensure that the interest of
the farmer is always kept at the top of the agenda through its
representatives who constitute the Boards of different entities that
comprise the supply chain. This form of direct representation also
ensures that professional managers and farmers work together as a team
to Strong then the cooperative. This helps in coordinating decisions
across different entities as well as speeding both the flow of information
to the respective constituents and decisions. Coordination Agency:
Unique Role of Federation Its objective is to ensure that all milk that the
farmers produce gets sold in the market either as milk or as value added
products and to ensure that milk is made available to an increasingly
large section of the society at affordable prices. Supplier Enhancement
and Network servicing their objective is to ensure that producers get
maximum benefit and to resolve all their Problems. They manage the
procurement of milk that comes via trucks & tankers from the VSs. They
negotiate annual contracts with truckers, ensure availability of trucks for
procurement, establish truck routes, monitor truck movement and
prevent stealing of milk while it is being transported. Amul Yatra
Programme The Amul Yatra Programme ensures that every new
distributor visits Anand before commencing business, thereby imbibing
an appreciation of Federation philosophy and culture as well as
operational systems and processes. All new distributors salesmen are
trained in the Federation's philosophy and methods as well as in selling
skills. Amul Yatra programme has been continuing to bring our channel
partners to Amul to give them an exposure to our cooperative
institutions. This year our emphasis was upon our newly appointed
distributors and channel partners from various business segments like
Organised Retail, Caterers etc.
GCMMFS SUPPLY CHAIN
Conclusion
The benefits of an efficient supply chain management included
reduction in lead time faster inventory turnover accurate forecasting
increased warehouse space reduction in safety stock and better working
capital utilization. It also helped in reducing the dependency on
distribution center management personnel resulting in minimization of
training costs and errors. Stock outs were also completely eliminated