13 Physical Distribution Management
Transcript of 13 Physical Distribution Management
Physical Distribution
“When is a refrigerator not a refrigerator?”“When it is in Pittsburgh at the time it is desired in Houston.”
Activities concerned with efficient movement of products and raw materials from producers to consumers
….this is where the box goes.
Physical Distribution
Why study in a marketing course?
Marketing loses the sale, not physical distribution managers.
Critical cost area20% of GNP
1/2 of marketing costs
1/4 of total product costs
1/3 of food costs
Physical Distribution
Why study in a marketing course? (cont.)
Key interactions with marketing mix variables
Key corporate strategic areamilitary origins
a buffer for manufacturing
a cost for finance
a selling necessity
Physical Distribution
Why is p.d.m. “ignored” in marketing courses?Lack of glamour
Quantitative nature of courses
Not a major area of research interest for behavioral faculty
Demand > Supply for logistics majorsEspecially at BBA level
Recession proof career area
Physical Distribution
Total Cost Perspective
Minimize total cost of physical distribution for a given level of customer service.
Cost-service orientation versus revenue enhancementA different way of managing assets
Physical Distribution
Visible and hidden costswarehouse, transportation, inventory carrying costs
stockout - lost profits due to failure to deliver
Visible and Hidden costs tradeoffvisible costs tradeoff against each other
…and together against hidden costs
Zero Sub-optimizationdo not optimize one functional cost area to detriment of total costs
Physical Distribution
Customer Service StandardsRelate back to buyer behavior
Must be specificorder processing and delivery time
assortments
order size constraints
Must be coordinated with rest of marketing strategyThis is how p.d. managers are constrained
Physical Distribution
Warehousing
Receive, identify, sort, store merchandiseEfficiency in production requires manufacturing operations to be
centralized and continuous, but demand is decentralized and not continuous.
Used to hold inventory as a bufferDemand for warehouses is a function of the need for inventory.
Physical Distribution
Warehousing (cont.)
What type?Private versus public
How many?Centralized or decentralized
Where?Near factory or near customers
Physical Distribution
Warehousing (cont.)
Private owned by firm that owns the inventory inside
stable inventory levels
peculiar handling requirements
high volume
Physical Distribution
Warehousing (cont.)
Publicrented space
highly seasonal demand
low volume
Physical Distribution
Warehousing (cont.)
– Centralized
warehouse customer
customer
customer
Lower warehouse cost, lower inventory cost, higher transportation costs
Physical Distribution
Warehousing (cont.)
– Decentralized
warehouse field warehouse
customer
customer
higher warehouse cost, higher inventory cost, lower transportation costs
customer
Physical Distribution
Inventory Management
Match quantity produced with quantity demandedholding costs
ordering costs
stockout costs
Physical Distribution
Inventory Management (cont.)
When to reorder?
How much to reorder?
How much to keep as safety stock?
Key is accurate forecasting…of demand
…order filling time
Physical Distribution
Inventory Management (cont.)
time
Stock on hand
placeorder
receiveorder
order filling time
Zero safety stock model
Physical Distribution
Inventory Management (cont.)
time
Stock on hand
placeorder
receiveorder
If demand increases...stockout
safety stock
Physical Distribution
Inventory Management (cont.)
time
Stock on hand
placeorder
receiveorder
If order filling time increases...
stockout
safety stock
Physical Distribution
Transportation Management
What mode?
What route?
Physical Distribution
Transportation Management (cont.)
Modeswater
bulk, low value, slow
inland waterways heavily subsidized by government
railflexible, long-haul, bulk, still slow, rough (high damage)
dominant mode in ton-miles
Physical Distribution
Transportation Management (cont.)
Modes (cont.)Motor Carriers (trucks)
flexible, medium to short haul, high theft only true door-to-door modedominant mode in number of shipments
Airfast, high value, light weightflexible but expensive
Pipelineliquids and near liquids, inflexible, high fixed cost, not vc
Physical Distribution
Transportation Management
Trendsincreased use of air freight
truck trains - “double,” “triple” bottoms
rail making comeback3:1 fuel efficiency advantage over trucks
10:1 + over planes
subsidies on inland waterways decreasing
deregulation has led to increase in intermodal firms
Physical Distribution
Symptoms of Poor PDMlow inventory turnover
6-12 times a year minimum
stockoutinventory = 2 mos. Sales > 99% in stockinventory = 1 mo. Sales > 90% in stock
interwarehouse shipmentsdo not ship it to yourself
frequent use of premium freightinstead of what system was designed to use
Physical Distribution
PD Management Trendsincreasing importance relative to the rest of operations, marketing
increasing fuel costs
international complexityrail traffic in Europe
increasing opportunities…Supply Chain Management,recycling