This report discusses the strategies and technologies to enhance the upstream and downstream activities in the supply chain of an organization. It focuses on Homeart, an Australian retail organization, and explores the use of ERP, EDI, and automation in supply chain management.
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Running head: SUPPLY CHAIN MANAGEMENT STRATEGIES TO ENHANCE E-BUSINESS SUPPLY CHAIN Name of Student Name of the University Author note
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1 SUPPLY CHAIN MANAGEMENT Executive Summary Supply chain is the network of entities required to enhance the business process of an organization. In case of retail industries such as Homeart, it is one of the vital concern of the organization to efficiently manage the supply chain to maintain a sustainable position in the competitive market. A proper supply chain comprises every single element such as, source, planning, production, inventory, information, transportation, billing and payment along with the return of those products in case they do not match the customer expectation. Furthermore, allthediscussedelementsarecategorisedunderupstreamanddownstreamactivities. Upstream activities are the prior activity of the production including the production itself, whereas, the downstream activities are the activities comprises with all the after production processes. This report will explain the technologies such as ERP, EDI, automation and many others in order to enhance all the activities in every stages of a supply chain.
2 SUPPLY CHAIN MANAGEMENT Table of Contents Introduction................................................................................................................................4 Organization overview...........................................................................................................5 Discussion..................................................................................................................................5 Supply chain...........................................................................................................................5 Supply chain management.....................................................................................................6 Elements of a supply chain....................................................................................................8 Upstream elements of a supply chain.....................................................................................9 Planning..............................................................................................................................9 Information.........................................................................................................................9 Source...............................................................................................................................10 Inventory..........................................................................................................................10 Production........................................................................................................................10 Relevant technology to enhance the upstream supply chain:...............................................11 Enterprise resource planning (ERP).................................................................................11 Electronic Data Interchange (EDI)...................................................................................11 Automation.......................................................................................................................12 Downstream elements of a supply chain..............................................................................13 Transportation..................................................................................................................13 Billing and payment.........................................................................................................13 Return of goods................................................................................................................14 Relevant technology to enhance downstream supply chain.................................................14
4 SUPPLY CHAIN MANAGEMENT Introduction In today’s competitive and technological marketing era, it is necessary for every kind of organization to create a well-planned business strategy and manage the existing business’s supply chain. The importance of managing the supply chain of a business indicates fulfilling of some vital business goals such as, boosting the customer service, reducing the cost of operation, improving the financial position and many more. The concept of supply chain explains a network of any organization or individuals, participating in the creation as well as sales of different kind of products (Seuring2013). Beginning with delivering the raw materials to the suppliers to delivering the desired product to the end users, the chain involves various elements as well as segments. On the other hand, supply chain management is the concept of oversight the organizational information, materials along with the financial budget related to the products in order to manage the entire process of production (Rushton, Croucher and Baker 2014). Furthermore, the process of managing a supply chain adds integrating as well as coordinating the entire business process. The supply chain generally include three type of flows, Product flow, information flow and finance flow. Product flow includes transferring the goods from suppliers to consumers; whereas, the information flow can described by transmitting as well as updating the organizational information. The report is going to describe the supply chain and the way of managing the supply chain of the Australian retail organization Homeart. Furthermore, the two categories of the supply chain activity that is the upstream and downstream activities are going to explain in the report along withtheappropriatetechnologiestoenhancetheiroperations.Thereportwillalso recommend some technologies to the management of the organization to upgrade the business activities and gain competitive advantages.
5 SUPPLY CHAIN MANAGEMENT Organization overview Homeart is a well-recognized retail organization in Australia having it’s headquarter in the Melbourne city. The organization was established in the year 1977; however, the headquarter has changed Bella Vista after few year. The vital idea of establishing the organizationistoprovideday-to-dayhouseholdproductssuchas,Homeappliances, kitchenware, giftware, and furniture as well as numerous electrical elements to its customers in an affordable price. The increasing customer demand and customer loyalty has become beneficial for the organization. Currently the organization has all most 140 number of stores operating in Australia (homeart.com.au 2019). Discussion Supply chain Supply chain is the concept of a chain of entities, which are directly or indirectly interrelated as well as interdependent to the organization and its end user, that is the customers. The entire network comprises with the vendors a list of vendors to supply the raw materials, number of producers to shape the raw materials into desirable products, series of proper warehouse in order to store the products, followed by numerous distribution channels; helping the products to reach near the retailers and the end users (Monczkaet al.2015). Every single discussed component is equally important to make a successful supply chain. The Melbourne based retail industry Homeart has able to expand its supply chain by creating its outlets in almost every states of Australia. Furthermore, as the particular organization intended to provide day-to-day essentials such as kitchenware, giftware, and small electrical components along with different interior design products to its consumers; hence, it has to deal with a large supply chain. Moreover, for different kind of products, the organization depends on a number of vendors and stakeholders to get the appropriate raw
6 SUPPLY CHAIN MANAGEMENT materials to improve the production in order to get comparatively better customer attention. Apart from that, this particular retail industry has expanded a number of stores as per customer convenience in order to make the product reach to its end users. As customer plays the vital part for a sustainable business, the management of Homeart pays immense attention towards the customer review as well as feedbacks for production improvement. Supply chain management The activity undertaken by the organization in order to maximize the customer attention and minimize the market competition as well as cost of the production can be named as supply chain management. Furthermore, the in order to manage the supply chain effectively, itrequiresconsciouseffortandefficienttacticstobeformedbytheorganizational management. A complete supply chain covers every single activity, starting from the production planning, sourcing, development, and logistics to the sales, which requires proper business strategy and effective management along with an efficient information system to coordinatethediscussedactivities.TheAustralianretailorganizationHomearthas successfully expanded its supply chain in online in order to gain more revenue and user attention. Hence, the management of this organization always keep track with the two core ideas of successfully managing a large supply chain; which are as follows, 1)The first and foremost idea of supply chain management, which the managers of the discussed retail organization follow is that; every single product or service that the customers get, represent an effective as well as cumulative effort given at every stage of the production by different channels, together called as a supply chain 2)The next vital idea that the Homeart management keep track is that, providing satisfactory products to the consumers is the vital intention of the supply chain. Nevertheless, managing a large supply chain is complicated, which sometimes result inineffectiveanddisjointedchain.Hence,toavoidthesekindsofissuesthe
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7 SUPPLY CHAIN MANAGEMENT management of the organization always interlinks the physical and information flow together (Wisner, Tan and Leong 2014). Emphasizing the concept, physical flow in a supply chain involves the storage, movement and transportation of goods, whereas the information flow focuses on allowing all the supply chain partners for carrying out all the long term plans in a coordinative manner and control as well as upgrades all the day-to-day business activities. Figure 1 (Supply chain of Homeart) As shown above, the supply chain of the Australian retail industry Homeart operates by considering a number of entities. The organizational supply chain begins with the vendors or suppliers who are responsible for providing raw materials and goods to the organization. In order to get qualitative material, the management of the organization relies on numerous vendors.Once the vendors provide the raw material to the
8 SUPPLY CHAIN MANAGEMENT organization, the managers of Homeart initiate the production activity according to the previously formed business tactics. In order to maintain high reputation in the market, the organization always look forward to qualitative production; hence, the organization ensure quality checking as well as well packaging of the products, prior to their final release to the market. After the products pass the quality checking, then the organization collaborate with the transportation management systems in order to provide the products to different associated distribution channel and then the products are release to the demand market. Customers play vital part in the supply chain as the feedback, review as well as their satisfaction and need for a product directs the organization for better production. The chosen organization Homeart provides both kind of shopping facilities to its customers, whether it is traditional method of shopping or online shopping, the organization look forward to provide numerous products to the customers to its consumers. However, in some cases, when the product fails the customer expectation, then the supply chain get expanded as the organization provide the advantages of exchange and refund facilities to its customers. Elements of a supply chain There are various elements present in a supply chain, which are as follows; Planning Information Source Inventory Production Location Transportation Return of goods
9 SUPPLY CHAIN MANAGEMENT Upstream elements of a supply chain The upstream activity in a supply chain refers to every single activity that directly comes to the organization from the suppliers for the production. Moreover, it can be stated that, the upstream activity reflect each stage of the production, starting from planning to the production (Melnyk, Narasimhan and DeCampos2014). It establishes a relationship as well as information flow between the organization with the supplier and vice versa. The upstream elements in the supply chain of Homeart can be explained as follows; Planning Making effective planning and tactics in a business is the vital concern in order to maintain the sustainability of a business. Prior to the creation of an effective supply chain, it is necessary for the managers to build valuable strategies and work accordingly. Examining the current market condition, calculating the competition, Checking the product demand and viability are the vital part of a planning that are necessary to create a successful supply chain and a sustainable business (Gunasekaran, Subramanian and Rahman 2015). Therefore, for creating a noticeable marketposition, the marketing managersof the discussed retail organization forms several strategies so that a proper balance between the demand and supply will be maintained. Therefore, it can be said that a proper blueprint or plan leads to an effective supply chain management system. Information Regardless of the type of organization, it is necessary for it to undertake a successful information flow regarding every single aspects of the production. In order to get the best understanding of competition and the current market trends regarding the demand and supply, the managers of Homeart keep an eye to the timely dissemination of information flow through every stages of the production. However, lack of proper information flow between
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10 SUPPLY CHAIN MANAGEMENT the organization and the suppliers can lead to customer dissatisfaction (Maimon, Khmelnitsky and Kogan 2013). Source In a supply chain, the vendors play a crucial role. In order to provide desirable product to the end users, it is necessary for the organization to get qualitative raw materials for the production (Madenaset al.2014). Hence, the management of the Australian retail industry Homeart deals with appropriate vendors and collect the raw materials in a cost effective rate. Furthermore, the organization always look ahead to collect the raw materials within a stipulated budget and within a planned amount of time. Inventory In order to get a clear vision about every stage of production, it is necessary to update and manage the inventory in a regular basis. In order to evaluate the demarcated available stock within the organization and the required cost, maintenance of an effective inventory system within the organization is very much essential (Gunasekaran, Subramanian and Rahman 2015). However, lack of proper inventory management system can lead to a critical situation in managing the supply chain. Production It is the vital stage of the supply chain as well as an important element in the upstream activity. In order to create a sustainable market position by staying ahead the competition, every organization needs to handle qualitative product to its customers (Duan and Liao 2013). Homeart has gained a lot of popularity among the customer, as it provides desired as well as qualitative products to its customers. Apart from that, keeping track with the upgraded
11 SUPPLY CHAIN MANAGEMENT technology in order to make latest technologically rich product, has helped the discussed organization to gain immense customer loyalty. Furthermore, in addition to qualitative production, the production team of the organization ensures the quality testing of the products followed by eye catching packaging and final preparation in order to deliver the final product. The management of Homeart always believes that qualitative products in an affordable price is the key requirements for gaining competitive advantage in the market. Relevant technology to enhance the upstream supply chain: The following technology can enhance the upstream activity of the supply chain of the retail organization Homeart. Enterprise resource planning (ERP) It is one of the vital business process management software, designed to perform effective inbound oriented functions. Furthermore, for carrying out proper execution of the planned business tactics, most organization relies on an effective ERP system (Chofrehet al. 2014). In addition to managing the back office functions, efficient ERP system software can minimize the delay in the operations that is starting from the planning, manufacturing, and developing the product to the selling of that product, by integrating every stages of the production. Hence, in order to enhance the upstream activity of the supply chain of the retail organization Homeart, installation of an effective ERP system inside the organization can be comparatively helpful. Electronic Data Interchange (EDI) As per the above discussion, in order to managing a successful supply chain, it is necessary for the organization to carry out an effective information flow with the vendors.
12 SUPPLY CHAIN MANAGEMENT Unlike the traditional data exchange process, this particular technology provides direct application to application information exchange and communication (Jardini and Amri 2015). It helps the organizationin undertaking the standardize business communication in a comparatively quick, flexible as well as in a more accurate manner. Moreover, business communications require being secure and confidential; hence, installation of a suitable EDI software will helpful for the discussed organization for transferring the commercial business information in a more secure manner. However, some challenges such as difficulty in understanding the importance of the software along with the fear of some technical problem associatedtothetechnologymightbecomehindranceforitsinstallationwithinthe organization. Nevertheless, proper training regarding the discussed technology can trigger the occurring issues. Automation In today’s technological era, most of the organization choose to adopt automation in order to enhance the production. Automation allows to use several control systems such as computers and robot that can replace the human effort by providing comparatively high accurate work in a less span of time or in other words, automation is the process of carrying out the organizational production with minimal human assistance. Moreover, adoption of modern manufacturing system can add value to the manufacturing as quality of the end products, economics as well as the nature of employment in an organization get highly modified (Radziwonet al.2014). In case of the discussed organization Homeart, for achieving high production capacity, triggering the issue of labour shortage, ensuring safety of workers and reducing the employee cost the management of this organization can adopt automation. Apart from that, automation can gain competitive advantage for the organization by enhancing the production in an advance way.
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13 SUPPLY CHAIN MANAGEMENT Downstream elements of a supply chain Unlike upstream activities in a supply chain, the downstream supply chain intended to emphasize on coordinating the goods and information flow between the customers and client directly. Furthermore, the downstream activity defines the after production work or in other way it can be said that, this activity of a supply chain implies the way of processing the orders to make the goods reach to the customers in an efficient manner in terms of time and cost (Gunasekaran, Subramanian and Rahman 2015). The upstream activity in the discussed retail organization are as follows; Transportation In order to allow the raw materials to reach the door stapes of the organizational production house and the final products to the door steps of the customers, transportation plays a vital role. Furthermore, for efficient production it is necessary for the production team to get the goods and raw materials in a timely manner. Hence, the management of the retail organization Homeart, keeps an eye to the quick transportation service in order to get good benefits from the production. However, sometimes the bad weather become a hindrance for theorganization’sintentionofgettingtherawmaterialsontime.Nevertheless,the organizationdealswithaseriesofvendorsandstakeholdersalongwithefficient transportation service for ensuring zero damage products in a minimal cost and less time. Billing and payment It is one of the important supply chain activity as it is related to the financial concept of the organization. Every organization including Homeart, requires a secure billing method so that the financial intentions of the organization can be fulfilled.
14 SUPPLY CHAIN MANAGEMENT Return of goods As the above discussed elements, the process of returning the goods is also one vital element in a supply chain as it directly related to the customer and their satisfaction regarding the product they get (Duan and Liao 2013). Homeart has been serving numerous amount of product to its customer using both traditional as well as online method of shopping. However, regardless of the efficiency, every machine can get malfunction in any time, resulting in producing compromising quality of product. In such cases, the customer dissatisfaction might arise, which can result in returning the product. Hence, it is necessary for every organization including Homeart to maintain a good system for accepting the goods that are returned by the customers and provide them alternative facilities such as exchange and refund. Relevant technology to enhance downstream supply chain Logistic technology Logistic can be describe as the method of strategizing and executing an effective as well as efficient storage and transportation service of raw materials and goods to the consumption point. The vital goal of logistic comprises with satisfying the needs of the stakeholders associated with the production and sales by providing the goods in a cost effective as well as timely manner (Waters and Rinsler 2014). Initially, it was recognized for transporting the military personnel and equipment; however, the retail organization and other industries now a days taking advantages of the system in order to transport the goods for manufacturing. Transportation management system is definitely one complex system to handle; hence to simplify this the managers of Homeart can take the advantages of ERP software and inventory management system including the warehouse management system software.
15 SUPPLY CHAIN MANAGEMENT Automated self-billing Homeart is one well recognized retail industry in Australia for providing numerous household day-to-day items; hence, it is obvious for the stores to evidence major crowd and long queue in the billing counter. Hence, for simplifying the billing and avoid the rush in the billing counter, the organization can adopt the automated self-billing technology in the stores. The radio frequency identification technology can turned as efficient in case of the automated billing process. In the entire process, the RFID tags require to be implemented in the shopping trolleys followed by all the item in the stores of Homeart will also have one RFID tag attached to them (Fanet al.2015). Therefore, when the customer will place a product in the basket having the RFID tag, the code attached to it will be discovered and automatically saved in the memory, resulting the entire bill displayed in the LCD screen just after the shopping. It will definitely become beneficial in reducing the shopping time by improving the customer shopping experience. Conclusion Therefore, from the above discussion it can be concluded that managing a supply chain is necessary in order to achieve the desirable success in the business. The supply chain comprises with all the entities required to make a sustainable business. Starting from the supplier to the consumers along with the production, transportation, management and packaging of the products, the organizational management needs to pay equal attention to the each stage of the supply chain in order to stand in the completion and stay ahead of it. All the element in a supply chain broadly divided into two vital categories, that is upstream elements and downstream element. The stages such as, planning, production, source, inventory and information are the upstream elements, carried out to manufacture the product. On the other
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16 SUPPLY CHAIN MANAGEMENT hand, downstream activity comprises with the activities like transportation, billing and payment and returning the goods, which are carried out for direct dealing with the customers. However, there exist several technologies such as, automation, electronic data interchange, enterprise data interchange, logistic systems and automated self-billing systems using the radio frequency identifier for simplifying both the upstream and downstream activities. The above report has emphasized on the supply chain and supply chain management of the Australian retail organization Homeart. Furthermore, the upstream and downstream supply chain activities of the supply chain of Homeart have described here. The report has also enlighten some technologies in order to enhance those activities, which can be recommended to the discussed organization for expanding and simplifying the business. Recommendations In order to enhance the organizational working environment, every organization are taking the advantages of current upgraded suitable technologies for their organization. No doubt Homeart is an well recognized retail industry in Australia; yet, adoption of some of the recent technology can be more beneficial for the organization in terms of gaining more profit and customer loyalty. It can be recommended to the organization to focus on the automation technique for more qualitative production. Apart from qualitative production, introducing automation in the discussed organization can increase the work accuracy and enhance the work environment by providing work place safety. Furthermore, it has been noticed that the organization still continuing with the traditional billing and payment system. However, using an automated self-billing using radio frequency identifier can enhance the customer shopping experienceaswellasadvantageousfortheorganization.Moreover,fore-commerce customers, the organization can expand the payment method by coordinating the payment method with mobile wallet. Apart from the traditional inventory management, the managers of the above discussed organization requires to put emphasis on the upgraded modern
17 SUPPLY CHAIN MANAGEMENT inventory management techniques for getting more accurate and exact information about the storage, manufacture, and development of the product.
18 SUPPLY CHAIN MANAGEMENT References Chofreh, A.G., Goni, F.A., Shaharoun, A.M., Ismail, S. and Klemeš, J.J., 2014. Sustainable enterpriseresourceplanning:imperativesandresearchdirections.JournalofCleaner Production,71, pp.139-147. Duan, Q. and Liao, T.W., 2013. A new age-based replenishment policy for supply chain inventory optimization of highly perishable products.International Journal of Production Economics,145(2), pp.658-671. Fan, T., Tao, F., Deng, S. and Li, S., 2015. Impact of RFID technology on supply chain decisions with inventory inaccuracies.International Journal of Production Economics,159, pp.117-125. Gunasekaran, A., Subramanian, N. and Rahman, S., 2015. Green supply chain collaboration and incentives: Current trends and future directions. homeart.com.au(2019).[online]Availableat:http://www.homeart.com.au/about.html [Accessed 6 Jun. 2019]. Jardini, B. and Amri, M., 2015, December. The complexity of Electronic Data Interchange (EDI) compliance for automotive supply chain. In2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)(pp. 361-365). IEEE. Madenas, N., Tiwari, A., Turner, C.J. and Woodward, J., 2014. Information flow in supply chain management: A review across the product lifecycle.CIRP Journal of Manufacturing Science and Technology,7(4), pp.335-346. Maimon, O., Khmelnitsky, E. and Kogan, K., 2013.Optimal flow control in manufacturing systems: Production planning and scheduling(Vol. 18). Springer Science & Business Media.
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19 SUPPLY CHAIN MANAGEMENT Melnyk, S.A., Narasimhan, R. and DeCampos, H.A., 2014. Supply chain design: issues, challenges, frameworks and solutions. Monczka, R.M., Handfield, R.B., Giunipero, L.C. and Patterson, J.L., 2015.Purchasing and supply chain management. Cengage Learning. Radziwon, A., Bilberg, A., Bogers, M. and Madsen, E.S., 2014. The smart factory: exploring adaptive and flexible manufacturing solutions.Procedia engineering,69, pp.1184-1190. Rushton, A., Croucher, P. and Baker, P., 2014.The handbook of logistics and distribution management: Understanding the supply chain. Kogan Page Publishers. Seuring,S.,2013.Areviewofmodelingapproachesforsustainablesupplychain management.Decision support systems,54(4), pp.1513-1520. Waters,D.andRinsler,S.,2014.Globallogistics:Newdirectionsinsupplychain management. Kogan Page Publishers. Wisner, J.D., Tan, K.C. and Leong, G.K., 2014.Principles of supply chain management: A balanced approach. Cengage Learning.