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Coors Balanced Scorecard: a Decade of Experience

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Coors 啤酒公司的平衡记分卡:十年经验
作者:Hugh Grove,University of Denver;Tom Cook, University of Denver; Ken Richter, Coors Brewing
Company

前言
1997 年底前,
Coors 完成了它历时三年的计划项目“电脑联结后勤
(Computer Integrated Logistics, CIL)
”,
以改进其供应链管理。
Coors 把所有有关其从供应商的供应者的产品,
到递送到其顾客的顾客的所有的
作业,都概括称为一条“供应链”。(因为根据联邦法律,Coors 不能直接向顾客出售其产品。Coors 的
顾客是经销商,经销商的顾客是零售商,而零售商的顾客才是消费者。)Coors 的供应链包括了下述流
程:采购、研究与开发、工艺、酿造、调理、发酵、包装、仓储、后勤和运输。
CIL项目是一个跨越若干职能的创举,目的在于再造Coors的后勤或供应链的管理流程。此一再造项
目改进了供应链的流程,并应用信息技术,向参与供应链管理的人员提供及时、正确的信息。此项目
之目的是,通过减少周转时间、降低营业成本、提高顾客(经销商)的满意程度,以增加公司盈利。
为这个项目提供软件的,是德国的 SAP(Systems Applications & Products)公司。该公司提供财务和材
料计划的软件模块。Coors 采用 SAP 出品的用于编制运载计划的软件,该软件用来预计经销商的需求、
编制生产进度计划和编制下周的发运进度计划。CIL 项目纠正了供应链中的下列几个主要问题:
1. 满足了季节性的需求,
2. 满足了因促销活动而引起的骤然增加的需求,
3. 提供了与每年推出三种新品牌相关的辅助性作业,
4. 按顾客(经销商)正常订单发货,
5. 按急件订单发货,和
在啤酒变质之前,把啤酒从生产线通过仓库配送给经销商。(Coors的产品,如系桶装的,其货架寿
1
命 为60天;如系其他包装,其货架寿命为112天。)
Coors公司顾客服务部主管Matt Vail,从CIL项目开始时起,就是这个项目的负责人。他在供应链管
理方面积累了充分的经验,遂被一家专门从事与供应链有关的咨询公司聘用。1998年初,在他为Coors
工作的最后一天,他与Coors公司的质量保证部主管Ken Rider作了一次谈话。
Ken当时刚被任命负责Coors公司的新的平衡记分卡(BSC)项目。实施这个项目的最初的动机,是对
是否应该把供应链已作的改进继续保持下去,作出评估。然而,这个项目的范围却被扩大到成为一项
涵盖整个公司的BSC制度。于是,这个项目的远期目标遂变为:1)把注意力集中于持续改进上,2)
鼓励合理的冒有风险的探索和学习以提高业绩,和3)使员工明白提高生产率的机会和报酬。
Matt: 这个供应链管理项目,
确实极富挑战性、
也是回报丰硕的。
我真是不愿意离开Coors公司, 但
是那家咨询公司给了我富有吸引力的待遇,使我难以拒绝。我希望你在继续从事这个平衡记分卡项目
中,也会取得同样的正面体会。
Ken: 这个新项目,将是一项真正的挑战。我们需要把基础建在你负责的供应链项目已取得改进之
上。
Matt: 我这个项目组,读到我们的首席执行官(CEO)在他1997年致股东书中提到供应链项目的内
容,感到非常兴奋。他在致股东书中说,1997年在生产率上取得的重大成就,来自我们这个项目;通
过这个项目,使整个供应链的各个环节(包括采购、酿造、包装、运输和行政管理)的效率大为提高。
Ken: 也许可以作一次经济增加值(EVA)分析,对供应链生产率的提高作一评估。
Matt: 采用EVA方法,对平衡记分卡的四大指标之一的财务业绩进行分析,是一项有趣的建议。
Ken: 对我这个项目的另一挑战,是如何把Coors的愿景声明和相关的企业战略,转化为各项营运业
绩考核指标。
Matt: 你还需要找出愿景声明、企业战略、和当前的业绩这三者之间的差距。
1

shelf life, 指可以不致影响消费质量的产品存放时间。--译者

Ken: 你的项目中有没有我可以借鉴的经验呢?
Matt: 哦,我们确实取得了一些先进的、基准性的指标数据。借助于这些数据,给我们的供应链项
目设定了一些衡量业绩的指标。我可以把这些指标给你,但它们为数有限,因为存在保密问题的障碍,
难以从外界取得这些数据。也许Coors应该参加一个商业性的“基准数据库”,交换、取得同行业其他企

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