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Teckn-Laser

In: Business and Management

Submitted By frenchstrategy
Words 1177
Pages 5
En tant que Directeur de la chaîne d’approvisionnement, j’ai été mandaté pour assurer le succès logistique du nouveau modèle d’affaires.
Notre créneau de cartouches est en pleine évolution et la décision de déplacer nos opérations de fabrication en Asie est une opportunité intéressante. Cependant, il faut considérer quelques enjeux auxquels nous devrons faire face. En effet, le problème majeur est que la logistique actuelle ne permet pas de répondre adéquatement au changement d’orientation de l’entreprise. De plus, plusieurs problèmes sous-jacents sont à prévoir dont voici les principaux: * gestion des stocks plus complexe * activités de distribution inadaptées * marché en croissance et nouveaux compétiteurs
Ma recommandation est donc de se doter d’une équipe projet qui permettra de mettre en œuvre un plan de logistique et transport répondant aux objectifs communs de croissance, de rentabilité et de distribution efficace.
Il faut mettre les efforts dans le réseau de distribution car il deviendra le cœur des activités de Teckn-O-Laser.

Enjeu
Le problème à court terme est qu’une transition vers un nouveau modèle d’affaires est annoncée par la direction mais aucun plan de réalisation n’a été complété. Une décision doit être prise dans les plus brefs délais concernant le choix du fournisseur de logistique afin de mettre en place un plan de distribution et de transport impliquant dorénavant des opérations outre-mer.
Enjeux de base Enjeux | Impacts sur l’entreprise | 1. Gestion des stocksDélais d’approvisionnement plus longsBesoin de prévoir stocks de sécurité et transit | Perte d’agilité face à une variation de la demande Perte financière en cas de recours à des transports urgents Chaîne d’approvisionnement plus complexe Mix de produits erronés dû aux prévisions hâtivesManque d’espace entrepôtsAugmentation des coûts pour l’entreposage, assurances, bris…Traçabilité des produits plus fastidieusePerte de rentabilité | 2. Activités de distributionModification des activités d’emballage, de douanes, de transport et d’opérations d’achatExécution d’un plan de transfert entre les centres de distribution | Requiert une gestion de capacité additionnelle Augmentation du coût d’acquisitionDélais de préparation des commandes plus longsLogistique plus complexe (activités de réusinage dans les 2 centres de distribution)Redéfinir les tâches des employés (compétence)Résistance au changement | 3. Évolution du marché Croissance du marchéNouvelle concurrence | Difficulté de répondre aux volumes de ventes accrusLogistique non adaptée à l’accroissement des volumesRuptures de stocks et insatisfaction de la clientèleGuerre de prix obligeant à réduire notre profitPerte de rentabilitéPerte de parts de marchéAugmenter notre offre de service pour rester compétitif (livraison 24 h) |

Perspective stratégique
La nouvelle mission de l’entreprise s’inspire directement de la vision de M. Léveillé. Le marché des cartouches est en pleine évolution et la concurrence asiatique arrive à grands pas. On doit se repositionner maintenant en vue de garder et augmenter nos parts de marché. Nos clients sont satisfaits et notre réputation est enviable tant pour notre capacité de gestion, d’innovation et son sens du devoir sociétal. Nos sommes l’entreprise la plus importante dans le marché des cartouches au Canada. On doit tirer profits de notre expérience afin d’assurer le succès de la transition souhaitée.

Analyse qualitative
Gestion des stocks - Délais d’approvisionnement plus longs
Les cartouches n’étant plus fabriquées près du lieu de distribution, le délai d’approvisionnement passera de 1,5 semaine à 3,5 mois. S’il y a un changement d’une commande, nous serons dans l’incapacité de compléter les commandes à temps. L’obligation de faire une livraison supplémentaire en provenance d’Asie pour répondre à une commande urgente risque de nous coûter très cher.
De plus, il faudra commander plusieurs mois à l’avance, ce qui engendre une logistique plus complexe dû à une chaîne d’approvisionnement plus étendue. On devra non seulement prévoir les ventes par produit mais aussi d’affiner nos prévisions. Une mauvaise planification créera des mix de produits erronés entraînant des ruptures de stocks et des produits invendus (désuétude).

Gestion des stocks - Stock de sécurité et transit
Les centres de distribution devront prévoir des espaces d’entreposage supplémentaires et ce, pour chaque produit afin d’éviter toute rupture de stocks. Nonobstant le coût de ces cartouches en entrepôts et en transit, les coûts d’assurance, de transport, de désuétude ou de bris représentent des sommes importantes qui seront immobilisées.
Un autre impact est la traçabilité de tous ces produits répartis à plusieurs endroits dans la chaîne. En conséquence, il y aura un impact financier dû à un investissement dans un système de gestion d’inventaire plus précis.

Activités de distribution - Modification des activités d’emballage, de douanes, de transport et d’opérations d’achat.
Les cartouches en provenance d’outre-mer devront être livrées en conteneurs, déchargées, comptées et réemballées selon le carnet de commandes. Des employés supplémentaires seront embauchés et des entrepôts loués pour exécuter ces tâches. Il en résultera un coût total d’acquisition plus élevé qui grugera une partie des profits. Le temps requis de ces manipulations doit aussi être pris en compte dans l’analyse de la chaîne d’approvisionnement pour éviter les retards dans les commandes aux centres de distribution.

Activités de distribution - Exécution d’un plan de transfert entre les centres de distribution
Dans les 3 prochaines années, la majorité des volumes sera destinée aux marchés américains. Le plan de distribution devra prévoir les livraisons directement à Memphis pour minimiser les coûts de transport et de douanes. De plus, le réusinage ne sera plus centralisé à Ste-Julie. Un plan de transfert doit être planifié selon le type de produit, signifiant un remaniement de la chaîne logistique et des activités dans chacun des centres de distribution. En conséquence, les employés seront confrontés à des modifications dans leurs tâches et il y aura forcément une résistance aux changements.

Évolution du marché - Croissance anticipée
Avec une croissance anticipée passant de 27K à 426K cartouches, les centres de distribution doivent être en mesure de répondre à la demande pour éviter des ruptures de stocks. Le plan de distribution actuel n’est pas adapté à cette augmentation de volumes. Sans une logistique à toute épreuve, le centre de distribution souffrira de ruptures de stocks qui créeront l’insatisfaction des clients.

Évolution du marché - Nouvelle concurrence
Teckn-O-Laser occupe une part de marché importante au Canada et jouit d’une réputation enviable. Par contre, l’arrivée de nouveaux produits provenant de pays étrangers risque de modifier notre stratégie de vente. Les nouveaux fournisseurs seront féroces pour attaquer le marché et attireront notre clientèle avec des prix agressifs. Nous n’aurons pas le choix de baisser nos prix de vente et cela grugera une partie de nos profits au risque de perdre des parts de marché importantes.

Analyse quantitative
Comme la majorité des entreprises, la rentabilité un des objectifs énoncés par M. Léveillé. Il serait opportun d’exprimer les économies que peut procurer une chaîne d’approvisionnement. Par conséquent, voici une mesure démontrant l’importance de s’attaquer aux problèmes d’approvisionnement :

Marge bénéficiaire = 3,8%
Économie reliée à une meilleure gestion de la logistique = 150 000$

* Contribution financière potentielle pourrait s’établir à :
150 000$ / 3,8% = 3 947 000$ C'est-à-dire qu’une économie liée à une saine gestion est équivalente à une augmentation des ventes de près de 4M$, l’équivalent de +/- 40 000 cartouches vendues.

Alternatives de solutions
Certaines solutions sont envisageables pour réduire au minimum les impacts d’un changement de modèle d’affaires sur l’entreprise et pour assure

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