The term supply chain dates back to only 1982. In an interview with Financial Times, British logistician Keith Oliver introduced the ideas of “supply chain” and “supply chain management,” identifying them as: “the process or planning, implementing, and controlling of the supply chain with the purpose to satisfy customer requirements as efficiently as possible.”
While the term quickly caught on and became a conceptual breakthrough, it contained one inherent flaw. The term suggests components move in sequence from source to destination. Technology and availability have evolved and changed over the last 38 years, presenting options that were never available before.
Oliver expanded on the supply chain idea in 2013, writing “When Will Supply Chain Management Grow Up?” for Strategy + Business. His conclusion is a sound argument for evolving into the supply web: “Constraints continue to be broken by supply chain innovators, but new constraints always emerge, presenting opportunities for the next generation of innovators.”
If your company is still focused on a single lowest-cost supply chain supplier and transport partner, it’s time to broaden your horizons. Understanding why the supply web is a natural evolution of supply chain management can help you become a better partner with suppliers and customers, and ultimately prepare your organization to meet consumer demand.
Harnessing Success Through Partnership
One of the incredible advantages of the supply web is in the data that provides. Utilizing a larger logistics network for sourcing and distributing to customers gives you a much broader view of not only industry trends and demands, but also how your partners’ networks can support your service strategy.
Excellent partners not only have insight into their networks but share the insights with other supply web nodes to the benefit of all. With both incoming and outgoing freight, shippers who lean into the supply web can leverage the appropriate node to fulfill demand with a balance of service, risk and cost.
This is only achieved by collecting data across your supply web, starting with your sourcing partners and sharing your own. By understanding production cycles and setting expectations, and supporting better decisions by your product providers, you can drive topline revenue to new heights.
The Supply Web From the Data Lens
Data collection and information sharing is critical to successfully managing the supply web. Each of your partners possesses data that can help identify patterns, analyze time in transit, and ultimately create workflows that improve efficiency at all stops.
Let’s consider the following scenario: a distributor sends a widget to several customers and end retailers throughout the year. Although it’s in demand throughout the year, most orders for this widget come during the autumn months. The distributor obtains the widget from three sources – two overseas and one in the northern hemisphere.
This is where data understanding is critical to success. With two overseas suppliers and one closer to home, the company always has a reliable source for widgets – especially during peak season – and it can obtain them from at least two partners when one is down due to holidays or planned work stoppages. Keeping lines of communication open with each supplier helps the company plan for inbound transportation and labor needs.
The inbound data can then be shared with customers and strategic partners to set expectations and manage order volume. In turn, customers will be happier because the improved communication of options supports their own planning. This data can also be used to identify efficiencies that aren’t based on fixed nodes. For instance: if a customer receives an order for the widget and is geographically closer to your facility, the data findings can help determine if drop-shipping to the end customer is a better option than shipping to a partner, before going out to that same consumer.
Using Data to Make the Supply Web a Competitive Advantage
At the end of the day, data is your most powerful currency. If you can identify patterns in the supply web and align them with the best logistics network, you can create a better experience for the end customer. The best companies utilize the information from supply web operations to ensure inventory is in the best places to serve customers.
Are you utilizing the supply web to its full potential? Between supply network models, flow mapping and LEAN principles, your company can drive success at all touch points within your network. Our supply web masters can help you drive success and create efficiencies that you never knew existed. Start by downloading our guide to supply web evolution, and use those questions to drive a conversation with our experts on building your supply web.