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S thnh cng ca mt m hnh chui cung ng

Mt trong nhng cu chuyn kinh doanh ni ting i vi hu ht cc doanh nghip, mt kho hng y l mt s m bo an ton. Nhng Dell thay th tn kho bng thng tin, v iu gip cng ty ny tr thnh mt t chc nhanh nht v siu hiu qu nht trn hnh tinh. Bi vit di y gip bn hiu cch Dell s dng tc trong chui cung ng nh l mt th v kh cnh tranh ti thng, v ti sao cc i th ca Dell cha th ui kp c. Hn s l thm ho khng lng trc i vi th gii kinh doanh ca Dell. Nhng thay vo , n li l thi khc m v kh ti thng ca Dell- tnh trng khn cp v tc khng ngng gia tng- chng t c hiu nng to ln ca mnh. Hai nm trc y, mt cuc nh cng din ra trong 10 ngy vi s tham gia ca hn 10 ngn cng nhn ng sp mi ng vo 29 cng B Ty nc M tri di t Los Angeles ti Seatle v d nhin hng trm con tu khng th d hng ho chuyn vo nc M. Vic ng ca cc cng ny lm t lit cc chui cung ng ton cu, lm thit hi rt ln cho cc nh sn xut v bn l v trn ht n to thm mt khon chi ph ln n hng t la cho ngi tiu dng v cc doanh nghip M. Cc nh phn tch cho rng Dell, vi m hnh sn xut ng thi hn, c th b nh hng nghim trng do cc linh ph kin khng th giao ti cc nh my lp rp ti M. Khng c hng d tr kho nh l bo mch v cng, c v nh Dell s chng c g bn t s nh hng ny. V Dell cng bit rt r rng m hnh siu tinh gin v hot ng vi tc cao s t cng ty ny vo tnh trng d b v trc nhng s kin trn. Khi gp cc vn v nh cng, hay mt trn ng t hoc i dch SARS xy ra, chng ti c th phn ng nhanh hn so vi bt k cng ty no Dick Hunter , tng t lnh v chui cung ng ca Dell pht biu Khng c s la chn no khc. Chng ti hiu nhng bin c ny s xy ra; chng ti phi lun nhanh chng x l n. Chng ti khng bao gi cho php bt k s chm tr no. May mn thay, chnh c tnh tc nhanh v s linh hot li gip Dell nh ot bt k s v no v gip n gii quyt nhanh chng. Dell xy dng mt s giao tip lin tc, 24 gi mi ngy vi cc nh sn xut linh kin i Loan, Trung Quc v Malaysia, v cc i tc vn chuyn ca Dell cng lun bo trc kh nng nh cng hoc nh tr 6 thng trc khi n xy ra. Hunter iu mt nhm c nhim gm 10 chuyn gia v logistics ti cng Long Beach, thuc California v cc cng khc; h phi hp ti hin trng vi mng cc cng ty dch v vn chuyn v giao nhn xy dng k hoch i ph vi tnh trng khn cp. Khi lc lng c nhim xc nhn rng mi hot ng nh tr chc chn xy ra, Dell ngay lp tc chuyn sang phng n khc. Cng ty ny thu 18 chic 747 ca UPS, Northwest Airlines, China Airlines v mt s hng hng khng khc. Mi chic 747 c th vn chuyn c lng linh kin lp rp 10 ngn my PC. Vic u thu dnh c nhng chic my bay ngy mt cng thng v ln ti mc 1,1 triu la cho mt

chuyn bay mt chiu t Chu n B Ty nc M. Nhng do Dell k hp ng t trc, nn mc chi ph thu my bay ch 500 ngn la mt chic. Hn na, Dell lm vic vi cc nh cung cp ca mnh ti Chu m bo rng linh kin c giao ra cc cng hng khng Shanghai v Taipei ng thi hn. Dell lun c gng m bo my bay ca mnh ti M v quay tr v trong vng 33 ting, iu ny s gip chi ph mc thp nht v chui cung ng lun hot ng trn tru. Trong khi , Dell lun c ngi ca mnh hin din ti mi cng v terminal. Ti Chu , cc chuyn gia v vn ti ny lun bo m cc linh kin ca Dell s c xp ln sau cng v do chng s c d xung sm nht khi ti M. V php th ln nht xy ra khi cc cng c m tr li v cc cng ty phi nh vt vi hng ngn container hng b dn . Ngay lp tc, lc lng c nhim ca Hunter d bo trc tnh hung y kh khn ny. Mc d Dell c linh kin my tnh trn hng trm container nm ri rc trn 50 con tu khc nhau, nhng n c th bit chnh xc khi no mi linh kin c lu chuyn v n l mt trong nhng cng ty u tin d hng v nhanh chng chuyn ti cc nh my ti Austin v Nashville. Qu thc, Dell thc hin mt nhim v bt kh thi: cng ty ny c th tn ti sau mt cuc nh cng lm nh tr chui cung ng trong vng 10 ngy vi mt lng tn kho ch trong khong 72 gi, v d nhin cng ty khng bao gi lm tr l hng no ca khch hng. Hu qu ca c shock nh cng ti cc cng cn m vi tun sau. Nhiu cng ty bt u t cu hi v ci gi l sn xut tinh gin (lean) trong th gii y bin ng bt thng, v nhu cu v kho hng tng mnh do cc cng ty tng hng d tr bo m i ph vi cc tnh hung bt n. Nhng vi Dell, iu ch nh l mt s khng nh gi tr ca mnh. N ging nh lm ngp m ly Lch s ca kinh doanh cho thy, d tr tr thnh mt hnh thc m bo an ton. Mt kho hng phnh to vi y linh kin, mt trung tm phn phi ng y hng ho, ngha l thm ch khi mt cng ty d bo tht bi, th vn c hng trong tay p ng nhu cu. Nhng k t thp nin 80, khi m General Motor bt u p dng phng php tin phong ca Toyota l sn xut tinh gin, cc cng ty nhanh chng ti lp li cc hot ng sn xut, loi b s lng ph trong sn xut v chui cung ng bng vic gim tn kho, gim thi gian giao hng v nng lc d tr trong qun l hot ng ca mnh. Nhng khng ai c th i xa bng Dell. D nhin, Dell ni ting vi vic loi b hon ton hng d tr thng qua vic cc nh bn hng trung gian v kt ni trc tip vi khch hng. Nhng iu m nhiu ngi t bit n l cch m Dell bin cc hot ng pha sau ca mnh- dy truyn lp rp v chui cung ng- tr thnh mt trong nhng cng ty nhanh nht v hiu nng nht trn hnh tinh ny. Mi mt ngy trc y, Dell cn c mt lng tn kho khong 20 n 25 ngy trong mng li ln xn cc nh kho. Hm nay, th n chng cn nh kho no c. Mc d dy chuyn ca Dell lp rp khong 80 ngn my tnh c nhn mi 24 gi, nhng n ch cn n khng qu 2 gi lu tr ti nh my v ti a l 72 gi trong ton b chui cung ng. Chui cung ng ton cu ca Dell khng ngng tng tc. Tc chnh l im ct li m chng ti theo

ui Hunter nhn nh nh vy. l l do ti sao tn kho l mt t gm 4 ch ci Dell. i vi Kevin Rollins, Tng gim c ca Dell th tn kho ging nh fish (c). ng ni bn cng gi con c lu th bn cng nhanh chng lm cho n hng. chnh b v chu k sng ngn, linh kin my tnh gim gi lin tc mi ni t mt na n cho khng mi tun. Gim tn kho khng ch l mt vic lm cho p. m n lm mt yu cu bt buc trong ti chnh doanh nghip. Hunter v tn kho nh l mt th phi qun i. Trong quan im ca ng, cc cng ty gi tn kho nh mt s bo him i vi nh d bo ti v khng c kh nng nm bt c ton b chui cugn ng. ng ni Phn ln cc cng ty c nhiu n hng ln d tr; khi ngnh cng nghip bn dn c mt n hng 6 thng, h rt hnh phc. Nhng nu ti c hn 4 ngy tn kho, Michael s gi cho ti ngay. Dell loi b ngay tc th ci li suy ngh tm l an ton iu s lm tng tn kho d tr. Thay vo l vic sng trong mt tnh trng gn nh kiu hoang tng v v trch nhim khng ngng ca chnh bn thn : n phi p ng c cu, vn thay i lin tc, vi mt lng cung va . Nu tht bi, hot ng sn xut lp rp s b v trong vng vi gi. Nhng theo Hunter th khng cn la chn no khc. ng ni Tht l sai lm nu ngh rng nhiu tn kho c ngha l khng s thiu ht. Thm ch nu bn cht y hng trong kho, th hu nh bn li chng c lng c vt ch gi vi cent vo thi im bn cn n nht. Hin nhin bn cng s ri xung vc thm: bn c hng tn hng d tr, nhng bn cng chng xy cung cp. Nu bn khng c mt quy trnh cht ch gim st hot ng cung v cu tng giy tng pht th ti s chng quan tm n lng tn kho m bn c. V lc no cng th, bn c rt nhiu hng tn kho nhng khng c ci no trong s chng l ci cn. ng nhn xt tip Nhng khi bn c mt h thng tn kho gn nh bng khng, n ging nh lm ngp m ly- v mi th khng hiu qu s hin ra. Vn s t xut hin, v bn lc ch cn ngay lp tc thc hin hnh ng sa cha n. M hnh ti chnh mi Tc ng ca m hnh hot ng kiu mi ny trong thi i ca Dell- l cc k su rng. N thay i c m hnh ti chnh, v n thc s l mt th v kh cnh tranh mnh m. Bnh qun, nh sn xut my tnh tr cho nh cung cp 30 ngy trc khi my tnh c chuyn ra th trng, c mua bi khch hng v c thanh ton. Nhng m hnh ca Dell theo kiu lp rp-theo-n hng cho php nhn thanh ton t khch hng ngay lp tc- thng qua th tn dng, qua trc tuyn hoc qua in thoi. N ko (pull) linh kin trc tip t cc nh cung cp v lp rp ri chuyn n tay khch hng ch trong vng bn ngy. Do Dell t c chu k hon chuyn thnh tin mt (thi gian gia khon chi tiu mua linh kin v vic thu tin hng thanh ton cho hng c lp rp t chng c bn) xung -36 ngy (m 36 ngy). iu c ngha l Dell hot ng vi vn lu ng m, loi b mi nhu cu v ti chnh h tr hot ng. Tom Mentzer, gim c iu hnh din n Chui Gi Tr Tch Hp ca Trng Tennessee pht biu Bng vic thu tin ca khch hng trc khi thanh ton cho nh cung cp, Dell thc

hin c vic l chnh nh cung cp l ngi ti tr ti chnh cho hot ng ca mnh. Hewlett-Packard (mt i th ca Dell) khng tit l chu k hon chuyn thnh tin mt, nhng vi mc tn kho khong 6 tun th con s ny chc chn l con s dng. Trong khi , vi vic linh kin lun sn sng trong vng vi ngy, Dell tng tc lu chuyn hng tn kho ln n 107 ln mi nm- mt li th v cng ln so vi HP v IBM, nhng cng ty ch c tc theo th t vo mc 8.5 v 17.5 ln mt nm. chnh l quy lut c bn ca sn xut theo tc lu chuyn tn kho cng nhanh th chi ph cng thp. iu l gii ti so Rollin pht biu rng trong nhy mt Dell c mt li th c bn hn hn i th. Roger Kay, ph ch tch ph5u tch mng my tnh ca cng ty nghin cu th trng IDC, ni rng Rollin hon ton ng: nhiu bo co khc nhau nh gi rng li th v chi ph ca Dell da trn m hnh tn kho gn bng khng l rt cao. Trong khi li nhun bin ca HP trong mng th trng my tnh c nhn li qu nh - khong 1%- iu c ngha l nu Dell chp mt n hai phn trm th cng loi b HP. Nhng khng phi khng c nhc im vi m hnh Dell: Cng ty ny c tn kho thp lm tng gnh nng tn kho ln cc nh cung cp. Mentzer nhn xt im li khi tr thnh nh cung cp chnh cho Dell chnh l nhng n hng ln. Nhng ci gi phi tr l nh cung cp phi chu chi ph tn kho. Nu c bt k s v trong chui cung ng, nh cung cp mi l ngi chu trch nhim vi ng hng tn kho m khng phi l Dell. dnh c c ming bnh bo b t n hng ca Dell, cc nh cung cp ch c mt cch. H phi lun linh hot, kh nng cnh tranh v mt chi ph- v trn ht, nhnh - cnh tranh trn nhng iu kin m Dell a ra. Hi lng, nhng khng bao gi tho mn Dell lun t ra nhng chun mc kh khn cho chnh bn thn mnh cng nh nh cung cp. Bng chng l, hy nhn vo nh my mi nht ca Dell ti M c tn l Toper Manufacturing Center (TMC). Cng vi nh my khc Nashville, M, nh my ny tr thnh mt trung tm lp rp my tnh ch yu t ti M. IBM, HP, Gateway, v Apple chuyn hot ng lp rp ca h ra nc ngoi. Cc nh sn xut my tnh ca i Loan thm chi cn lp rp r hn, nhng Dell quyt nh kim sot hot ng lp rp ca mnh. Trong nh my TMC, gia nhng ting ku nh nh ca my kh bi v sn v s hi h ca nhng chic xe forklift ang mit mi trn sn nh my, l hng lot cc dy chuyn un ln v tri di khp trung tm ta nh nhng con tu ln Coney Island, ang lp rp hn 700 my tnh c nhn mi gi. Dell gn nh in khng n mc tit kim tng pht lp rp v a hng ra th trng. Thng qua bng ghi li dy truyn lp rp, gim c nh my quyt nh gim mt na thi gian my tnh c hon thnh bi cng nhn. Trong nht nho s lao ng cc k uyn chuyn y, cc cng nhn lp rp c th a ra

mt ci my tnh hon chnh trong vng 3 pht. Phn mm c ghi v kim tra, thng qua h thng my ch cho php bng thng ln n mc ti v t in bch khoa Britannica trong vng 8 giy. Trong ton b quy trnh, tnh t thi gian n hng c nhn cho n kh my tnh hon thnh v chuyn khi kho, c gi gn trong vng t 4 n 8 gi. Trong khi TMC thc hin hiu qu hn gp ba ln cc nh my khc, nhng iu vn l cha . Dell lun t ra nhng s mnh vt qu kh nng ca mnh, v nh my ny s d kin tng nng lc ln khong 30 phn trm vo cui nm. Nhm ng gi chng minh rng c th tng tc t 300 ln 350 thng mi gi. Nhng Hunter cho bit Michael chc mng h. v ng ta hi lng nhng khng bao gi tho mn. ng t ra cu hi liu chng ta c th tng ln 400 c khng?. Cc nh cung cp ca Dell cng c tch hp vi nhp iu lp rp ca TMC. Khi c mt n hng mi n nh my- chng n t mng internet hoc thng qua in thoi mi 20 giy-TMC s gi thng tin n cc nh cung cp chnh, ngi tr lnh kin u xung quanh nh my TMC. Nh cung cp c 90 pht vn ti linh kin ti nh my. H khng c php tr, nhng ngc li h c th giao sm hn. V phn cn li l cng vic lp rp ca Dell. i vi Dell, iu khng tng l khi tn kho nm trn nn nh my, l cc cht sillica, carbon, du, v cc loi vt cht khc chun b lp rp thnh my tnh. Trong ci th gii l tng ny, chui cung ng ch l mng li vn ng lin tc trong tn kho chy nh nhng t nh sn xut nguyn liu th n nh sn xut linh kin ti nh my lp rp v ti tay ngi tiu dng. Khng ai phi chu mt lng tn kho ln, iu m s lm gim li nhun. Dell ang n lc rt ln t c iu ny. Cng ty ny cn gi mt i ng k s cht lng nhng ngi s lm vic trc tip vi cc nh my sn xut linh kin, gip h ci thin tc lu chuyn hng, cht lng v kh nng d bo. Dell y tt c chng ta ti vic tinh gin ho quy trnh v ti a ho hiu nng , theo nhn nh ca Mike Cordano, ph ch tch cp cao ca Maxtor, nh sn xut a cng hng u th gii. Dell ang nh ton b hng n ngnh ny. Dell cng lm vic vi u bn kia ca chui cung ng- tc l khch hng- loi b nhc im ca tn kho. V bn cht, n ang thay th tn kho bng thng tin. Cng ty ny khch hng l cc cng ty, v d bo chu k nng cp my ca cc khch hng l ngi tiu dng c nhn, iu ny cho php vic d bo chnh xc n 75 phn trm. C ba ln mi ngy, Dell cp nht d bo v nhu cu cho cc nh cung cp thng qua cng thng tin ca mnh. Khi Dell b st mt d bo - rng cu s tng t 5% ln 25%- v cng ty thy thiu hng bn, v d l mnh hnh phng 15-inch, ngay lp tc mt s khuyn mi c bit thay th bng mn hnh 17-inch. M hnh bn hng trc tip n ngi tiu dng cho php thay lu tr mt lng ln d liu m c th theo di thi quen v chu k mua hng ca cc i cu ph hp vi nhng g nh sn xut c th cung cp. Cc chuyn gia v chui cung ng gi y l m hnh nh hnh cu, v Dell cng rt lo luyn trong vic s dng m hnh ny nh l mt th v kh cnh trnh. Nhng trong khi cc chin thut nh vy ang gip Dell loi tr tn kho ra khi bng cn i k ton, th nh cung cp ca n khng th lm iu tng t.

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