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1、Rizhao Polytechnic Niels Brock Copenhagen Business College Joint ProgrammeAP Degree in Logistics Management5. Semester Exam December 2010 - January 2011 Logistic ManagementStudents names: Teacher name: School name： Title of the report: Analysis and proposals of CORSAIR A/S s problemDate:December Stu
2、dents signature:Table of contentsIntroduction to the case issue-4Assignment1Analysis logistics situation using Product Life Cycle-4 Analysis logistics situation using Supply chain strategy -7 Analysis logistics situation using Supply chain strategy-9Solutions to the problems-12 Challenges-13Select s
3、upplier-14Six/Sigma-14Assignment2 evaluate Corsairs strategic situation-15 Greatest challenges-16 characterise Michaels management style-16 how suitable is this style to the tasks and challenges-16Assignment3 Reason of discount rate to increase-17 developments on the international raw materials mark
4、et-17 Internal rate of return shows-17Assignment4 legal difference-18 difference in the problems which could arise for a vendor in offering the buyer cash or credit advice a legal adviser given-18Conclusion-18Bibliography-18Attachments -19IntroductionMy report include five parts, first part Introduc
5、tion and the rest of the four parts are four Assignments, every Assignment is a part and every part conclude problem definition, analysis and proposals.CORSAIR A/SIn 1990 per and Flemming established Corsair A/S. Both resigned their jobs to focus entirely on the bicycle business. In 1992 they expand
6、ed into vacant industrial premises in the city of Odense. There were now 5 employees in the company. and Corsair was in December 1996 able to present two new frames in aluminium at the bicycle shows in Milan and Cologne .In early 2005, Corsair invested in a “HiWeld” welding robot to improve the scra
7、p rate of 25% for aluminium frames. Instead of producing to order, with the resulting long delivery time, Corsair decided to shift to production to stock. Totally, it was calculated that there should be at least 1000 bicycles - packaged and ready for shipment - on stock at all times.it cause some pr
8、oblems. In August 2008, Flemmings nephew Michael joined Corsair in a newly established and apparently very powerful position as Development Manager.and he carried out some strategies to develop th company.Assignment1Analysis logistics situation using Product Life Cycle1. product development stagethe
9、 fact is that the bicycling equipment available on the Danish market was either too poor or too expensive. Per Nybroe and Flemming decided to join forces to do something about the situation. They began experimenting with steel bicycle frames in Pers garage and succeeded after some time in finding a
10、frame geometry with good stability.The demand of the bicycling market is over the supply, it is a opportunity to introduce new type product to the market , they saw the opportunity and they also had success selling the bicycles on the Danish market. So the prices quoted are the so-called guideline r
11、etail sales prices. During this stage the productes almost does not bring in any kinetic revenue to the manufacturer.2. Introduction stageAt this time, important developments were taking place in the bicycle industry, these threatened to pose great challenges for Corsair. Both processes would requir
12、e large-scale investments, so Per and Flemming were forced to face the fact that their financial situation would not allow investments of this magnitude. So they found a investor and they owned 98% of Corsair shares.in this case,any decision should through the investor. Their Autonomy decrease. 3. G
13、rowth stageFirst:the company only has one supplier Shimano, under the development of their product, it is time to choose more good suppliers, but if they use the new good supplier Bjarne Riis , they shoud change their product line , it is clear that it would require new and different tools to assemb
14、le the bicycles, so they did not made the change.Single sourcing is easy to make good relationship with them, but the bad side is also clear, if their supplier can not supply them there will a big loss of not only profit but the fame of the company and their customers. Single sourcing is also not go
15、od to cut down the price of the material. They can choose Multiple sourcing or Dual sourcing to ensure the supply Stability Single sourcingThe buying firm depends on a single company for all or nearly all of an item or serviceMultiple sourcingThe buying firm shares its business across multiple suppl
16、iers Dual sourcingUsing two suppliers for th same purchased product or serviceSecond:Racing bike market segment is slightly comfortable, and Corsair made three new assemble, it was a reasonable success for Corsair. In the course of the next few years, Corsair A/S had great sales success and became a
17、 very well-known name on the European bicycle scene. In its position as one of the best on the market, Corsair had for a number of years been able to charge higher prices for their products than could the competition. But It had also been decided to keep steel frames in the assortment. Sales for the
18、se frames had fallen. Corsair choose pay more attention to core products- Racing bike, it is a good strategy to establish their own Competitiveness but the bycycling market need diffierent kind of assortments so they shoul also pay attention to the customers need and always change to reach their dem
19、and. 4. Maturity stageThe total market for high-end racing cycles was still increasing by 10% yearly, but many bicycle manufacturers had by now shifted to aluminium, and competition was keen. In addition, many of the competitors had a broader product assortment, which gave them greater bargaining po
20、wer with bicycle sales outlets. Now Corsair was burdened by a scrap rate of 25% for aluminium frames. It was not possible to increase prices for these bicycles, as the same quality could now be offered by an increasing number of competitors. It is a threaten for Corsair that their competitors give l
21、ow price and same quality products. It is time to improve their technology to gain market shares. What the Corsair do is that invested in a “HiWeld” welding robot and it realy made a great success.5. Decline stage Now the bicycling market show interest in carbon fiber. Aluminium prices can vary cons
22、iderably, depending on the metal combination and processing of the tubes.Demand of this product decrease.Analysis logistics situation using Supply chain strategy Supply chain strategy Long lead times short lead times Supply characteristics Lean plan and optimize De-couple through postponementKanban
23、continuous replenishmentAgile Quick responsePredictable unpredictable Demand characteristicsSeasonal rate The Generic Supply Chain Strategies is dividing into two dimensions: Demand Characteristics and Supply Characteristics.Demand CharacteristicsWe learn in the case Typically, roughly 50% of sales
24、take place in the months of May, June, July and August. For some products, forecasts can not be made until well into spring .So they have a very unpredictable demand.Supply Characteristicswith the long delivery time, it gives them long Lead Time from their suppliers.Keep inventory has advantages:1)
25、goods available2) cost reduction 3) protection against errorsbut Corsairs inventory is too large, Instead of producing to order, with the resulting long delivery time, Corsair decided to shift to production to stock, including construction of a warehouse for the finished bicycles. Totally, it was ca
26、lculated that there should be at least 1000 bicycles - packaged and ready for shipment - on stock at all times. Corsair s market position show that they should be in the“Hybrid” type . “Hybrid” type seek to create a hybrid solution, these hybrid solution require the supply chain to be”de-coupled” th
27、rough holding strategic inventory in some generic or unfinished form, with final configuration being completed rapidly once real demand is known. This is the classic “postponement” strategy. An alternative form of postponement where the final physical configuration cannot be delayed is to postpone t
28、he actual distribution of the product by holding it in fewer locations and using express transportation to move it to the final market or point of use once actual demand is known.Analysis logistics situation using Supply chain strategyVALUE CHAIN primary activitiesInbound Logisticspurchase prognosis
29、: they only have one supplier, there will be risks of supply, they should choose more good supplier, the product market demand always change so it is better to not purchase too many material.goods storing: the company store too many finished goods in their store with the resulting long delivery time
30、. But the bicycling market need diffierent kinds of products , so they discound their goods which out of date. There is no doubt that they lost their profits. OperationProductions processes: they invest welding robot and these machines save a lot of time but shift the machine cost too many time and
31、Corsair had no plans to begin weekend shifts. It is not possible for Corsair to make use of overtime work on an hourly basis. In other words, Corsair can either run production 8 or 16 hours per day.Outbound Logisticsstock size：their stock size is too large, especially the finished goods stocks. But
32、the bicycling market need diffierent kinds of products , so they discound their goods which out of date. There is no doubt that they lost their profits. Sales and MarketingDemand of the customer is always change, so they should pay more attention to Customization. Customization occurs when a custome
33、rs unique requirements directly affect the timing and nature of operations and supply chain activities. They can change their assemble system from ATO to MTO and ETO.ServiceHandling of claims and returns: the company did not pay more attention to this, and actually this part is also important. If th
34、is part is done well, it will be benefit to their customer Loyalty and their companys fame and they can win more customers.VALUE CHAIN support activitiesFirm InfrastructureVision: To offer the markets most modern and attractive racing bicycles to a relatively broad range of consumersstrategies :To w
35、ork with a differentiation strategy, i.e. to manufacture and market products of high quality at an appropriately high price. Mission:By the end of 2012 to be among the 10 largest bicycle manufacturers on the European marketObjectives:To achieve a profit amounting to minimum 10% of sales each year un
36、til 2012To focus on the customer, to design products to meet customer needs and to offer the best service on the marketTo be known and respected as an environmentally conscious manufacturer Human Resource ManagementEmployees qualification: they should hire more employees who have experiences on oper
37、ation to reduce product time. Motivation can use to encourage them to create more profit and built kind working environment.Technology Development They should pay more attention to technology because it is the Source of design and development, if they can always handle the top technology.Procurement
38、Supplier search: there are many suppliers from China and Italy wants to cooperate with Corsair Supplier selection: they can choose suppliers depend on Price, Quantity, Sizes, Delivery time, Other terms and conditions:, Delivery terms,Terms of paymen. solutions to the problems 1) Multiple sourcing: T
39、he buying firm shares its business across multiple suppliers Dual sourcing: Using two suppliers for the same purchased product or serviceChoose more suppliers which are not need them to change their product line. And make good relationship with them, and it is good to have long-term cooperation with
40、 them.2) Pay more attention to customers need and bicycle market 3) Improve technology of production to cut down cost price and meet customers requirements and become more competitive, and gain more market shares.4) Variety of product to meet diffierent kinds of markets. Pay attention to core produc
41、ts and care about market need together.5) Holding strategic inventory in some generic or unfinished form, with final configuration being completed rapidly once real demand is known. 6) An alternative form of postponement where the final physical configuration cannot be delayed is to postpone the act
42、ual distribution of the product by holding it in fewer locations and using express transportation to move it to the final market or point of use once actual demand is known.7) ATO MTO ETOATOassemble- to-orderThe products are assembled according to customers requirements, but customizations only occu
43、r at the end of the product process.MTOmade to-orderThe product are manufactured according to customers order, using standard parts and the assemble parts according to customers order.ETO-engineer-to-orderDesign and product all operate according to customers requirements.8) pay more attention to technology because it is the Source of design and development, if they can always handle the top technology. Add R&D departmnet.9）Outsource because:External supplier has better capability External suppli