Studiu de Caz Rover

7/28/2019 Studiu de Caz Rover

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Business TransformationThe Evolution of MG Rover

Situation: A whirlwind of business circumstances engulfsthe UK automotive marketplace. Imagine your company is

broken up and sold. You no longer own your service partssupply chain. Your access to financial resources is limited.

Competitors are poised to take your customers away.Vehicle owners and suppliers are nervous about yourability to survive.Challenge: How do you serve the aftermarket needs ofyour customers in the face of such turmoil?Solution: Select and empower a supply chain partner withresponsibilities far beyond the traditional to operate yourentire aftermarket parts business from end-to-end.

Business TransformareEvoluia MG Rover

Situaia: O furtuna de circumstane de afaceri nghite piaade automobile din Regatul Unit. Imagineaz-i companiafalimentat i vndut. Acum nu mai detii propriul lan deaprovizionare cu piese auto. Accesul la resursele financiare

este limitat. Concurentii sunt focalizati s v ia clienii.Proprietarii de vehicule si furnizorii sunt agitati in legaturacu capacitatea ta de a supravieui.Challenge: Cum vei servi nevoile Aftermarket aleclienilor tai n faa unor astfel de tensiuni?Soluie: A selectat i mputernicit un partener care saasigure managementul retelelor de distributie end-to-enddar si activitatile afremarket.

In 1975 British Leyland (then parent of the Rover Group)encountered financial difficulties that essentially led tonationalization of the company. The British government

proceeded to buy out British Leyland in one of the firsttransactions of its kind. The business profitable partssegment was privatized, creating a company namedUnipart.

n 1975 British Leyland (parinte al Rover Group) antmpinat dificulti financiare, care n esen, au condusla naionalizare a companiei, care a fost cumparata de

Guvernul britanic. Segmentul profitabil a fost privatizatcreand o companie numita Unipart.

Fast forward to 1988 when British Aerospace purchasedthe Rover Group. Then, after six years, the Rover Groupwas taken over by German automotive giant BMW. TheRover Group received only a meager commission on partssales from Unipart. Though service from Unipart wasgood, BMW sought to regain control of the lucrative partssegment of the Rover business. BMW had always beenvery successful operating their own in-house parts business

and considered a 3PL foreign to their way of doingbusiness.

n 1988 British Aerospace a cumprat Rover Group. Apoi,dup ase ani, Rover Group a fost preluata de gigantulgerman de automobile BMW. Rover Group a primit doarun comision de pe piesele vndute de Unipart.Dei serviciul de la Unipart a fost bun, BMW a ncercat srectige controlul asupra lucrativ pri segment al Roverde afaceri. BMW a fost ntotdeauna foarte mare succes deoperare propriile lor in-house i piese de afaceri considerat

un 3PL strine la modul lor de a face afaceri.


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Changes create opportunity with Cat Logistics

Before returning to an in-house parts operation, the RoverGroup prevailed upon BMW to study a different businessmodel and review the success that Land Rover wasachieving throughout Europe and the U.S. using CaterpillarLogistics Services. Initially, their national operations had

been concerned about losing control of their ownwarehouses in their own markets, but Cat Logisticsperformance removed those doubts by delivering higherservice levels than ever before, proving the decision to be asensible strategic change. After considerable review, BMWelected to go with Caterpillar Logistics for all of the Rover

business, following the precedent established by the CatLogistics Land Rover relationship. At that time, BMWcommitted to an enormous new Rover parts distributionwarehouse near Desford in Leicestershire, England, thatwould become one of the largest in Europe, serving bothRover cars and Land Rover.

Modificri cu posibilitatea Cat Logistica

nainte de a reveni la o in-house pri operaie, RoverGroup prevalat la BMW de a studia un alt model de afacerei de revizuire a succesului pe care Land Rover a fostrealizarea n toat Europa i SUA, folosind Caterpillarservicii logistice. Iniial, lor naionale de operaiuni au fost

preocupai de a pierde controlul propriilor depozite npropriile piee, dar Cat Logistica "performan eliminateaceste ndoieli prin livrarea de servicii niveluri mai maridect oricnd nainte, dovedind a deciziei de a fi un bun-sim strategic schimba. Dup o revizuire, BMW ales samerg cu Caterpillar Logistica pentru tot de la Rover deafaceri, ca urmare a stabilit un precedent de ctre CatLogistica - Land Rover relaie. n acel moment, BMW acomis o enorm Rover nou depozit de piese de distribuien apropierea Desford n Leicestershire, Anglia, care sdevin una dintre cele mai mari din Europa, care deservescatt Rover autoturisme i Land Rover.

As fate would have it, BMW then abruptly sold the RoverGroup in March 2000 to Phoenix Venture Holdings Ltd.,initiating a chain of events that ultimately resulted in thecompany being split apart and Ford Motor Companyacquiring the Land Rover business.

Ca soarta ar avea-o, BMW apoi brusc a vndut RoverGroup n luna martie 2000 la Phoenix Venture HoldingsLtd., a iniia un lan de evenimente care a dus n cele dinurm, n cadrul companiei fiind mprite n afar i FordMotor Company achizitionarea de Land Rover de afaceri.

As the new company was formed in September 2000, theirname was changed from Rover Group to MG Rover GroupLtd. Now much smaller and privately held, MG Roverimmediately realized it would be difficult to manage the

parts business on its own. MG Rover was seekingsomething quite different than their relationship withUnipart. They wanted a 3PL that could manage their entire

parts operation.

Avnd n vedere c noua companie a fost nfiinat nseptembrie 2000, numele lor a fost schimbat de la Grupulde la MG Rover Rover Group Ltd. Acum mult mai mic i

privat a avut loc, MG Rover dat seama imediat c ar fidificil de a gestiona piese de afaceri pe cont propriu. MGRover a fost ncercarea de ceva cu totul diferit fa derelaia lor cu Unipart. Au vrut o 3PL, care ar putea gestiona

ntregul lor pri operaiune.

Because Caterpillar Logistics was already performing sowell managing operations for Land Rover throughout theworld, it was one of the three 3PLs considered. A thoroughreview process was conducted and ultimately Cat Logisticswas chosen as the supply chain manager for MG Rover.

Pentru c a fost deja Caterpillar Logistica performante attde bine pentru operaiunile de gestionare a Land Rover dinntreaga lume, a fost unul din cele trei 3PLs luate nconsiderare. Un proces de revizuire aprofundat a fostefectuat i n cele din urm Cat Logistica a fost ales ca alanului de aprovizionare, manager pentru MG Rover.

Significantly, the business was awarded with anunprecedented responsibility take over MG Roverscomplete parts business, from basic purchasing throughdistribution, sales, marketing and invoicing.

n mod semnificativ, de afaceri a fost premiat cu oresponsabilitate fr precedent - preia MG Rover-ulcomplet al pieselor de afaceri, de la baz, prinachiziionarea de distribuie, vnzri, marketing i de

facturare.


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Why Cat Logistics was chosen

John Parkinson, managing director of the new XPartLimited, the company formed by MG Rover parentPhoenix Venture Holdings to handle MG Rover parts, citesthe main reasons for selecting Caterpillar LogisticsServices, Inc.:

First, says Parkinson, the strength of Caterpillar Inc. A22 billion-dollar company, Caterpillar pioneered the fieldof logistics with its extensive global logistics infrastructureand helped build the field of supply chain management,using proven processes and systems designed to maximize

business performance. With a parts distribution network ofmore than 95 facilities and operations in 25 countries onsix continents, Caterpillar Logistics Services, Inc. has thewidest global reach of any contract logistics provider.

Second, according to Parkinson, MG Rover partsoperations managers throughout Europe were familiar withCat Logistics work and their solid performance.

Third, Parkinson believed that an expanded agreement wasfeasible and eminently workable.

De ce a fost ales Cat Logistica

John Parkinson, director general al noii XPart Limited,companie formata din MG Rover-mam Phoenix VentureHoldings pentru a manipula MG Rover pri, citeaz

principalele motive pentru selectarea Caterpillar serviciilogistice, Inc:

"n primul rnd," spune Parkinson, "puterea de CaterpillarInc" A 22 miliarde de dolari companiei, Caterpillar

pioneered domeniul logisticii, cu sale extinse la nivelglobal de logistic a infrastructurii i a ajutat la construireadomeniul supply chain management, utiliznd dovedit

procesele i sistemele proiectate pentru a maximizaperformanele afacerii. Cu o retea de distributie piese depeste 95 de faciliti i operaiuni n 25 de ri de pe asecontinente, Caterpillar servicii logistice, Inc a ajunge la celmai larg la nivel global de orice contract cu furnizorul delogistica.

n al doilea rnd, n funcie de Parkinson, "MG Rover primanageri operaiuni n toat Europa s-au familiarizat cuCat Logistica munca lor solide i de performan."

n al treilea rnd, Parkinson crede c un acord a fost extinsi fezabil din punct de vedere eminamente manevrabil.

Thus, a formal 10-year agreement was signed between MGRover and Caterpillar Logistics in December 2000. MGRover purchased the total package of logistics services atthe outset, then embarked on an aggressive and complextransition plan which culminated in March 2002, when thecontract with existing 3PL Unipart was due to expire.

Astfel, a fost semnat un acord formal pe 10 ani, ntre MGRover Caterpillar i Logistic din decembrie 2000. MGRover a cumprat intregul pachet de servicii logistice, apois-a angajat intr-un plan de tranziie agresiv si complex,care a culminat, n martie 2002, cand contractul cu 3PLUnipart urma s expire.


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Relationships built through adversity are the strongest

onesWhen the Go Live date was established, few could haveforeseen the enormous complexities and obstacles that layahead.

Relatiile construit prin adversitii sunt cele mai

puternice

Cand s-a stabilit termenul nu s-au prevazut enormeleobstacole posibile.

Unipart, as the departing 3PL, had lost many highly skilledand knowledgeable people when the news was announced,and there was an understandable reluctance at Unipart toinvest in replacing them. New people lacked the detailedknowledge and experience to be effective in the short term.Unfortunately, market forces struck at precisely the sametime vendor consolidations, supplier bankruptcies andindustry rationalization with the cumulative impact ofshrinking the UK supply base.

Unipart, ca terti furnizori de logistica au pierdut multispecialisti cand aceasta veste a fost facuta publica, i aexistat o reticenta evidenta la Unipart de a investi nnlocuirea lor. Le lipseseau cunotinele i experien

pentru a fi eficienti pe termen scurt. Din pcate, forelepieei au lovit exact n acelai timp.

Much like a high performance MG Rover automobile,Caterpillar Logistics kicked into high gear to resolve the

problems. A massive array of resources was committed people, hardware, and dollars. A highly skilled CaterpillarLogistics bridging team was rapidly deployed, bringing inspecialists from around the globe. Caterpillar Logisticssystems were swiftly emplaced and an interface wasestablished with SAP, its IT provider, and Unipart torestore service levels. According to Parkinson, Things thatnormally would have taken months to fix were completedovernight.

Caterpillar Logistics a ales un plan specializat pentru arezolva problemele. A fost stabilita o retea masiva deresurse si s-a dezvoltat rapid o echipa foarte competenta cuspecialisti din intreaga lume. Astfel s-a restabilit nivelulserviciilor intr-un timp foarte scurt.

Unprecedented Parts Pledge

MG Rover and Cat Logistics moved quickly andpowerfully to address the temporary hiccup. To boostowner confidence and enhance dealer support, theyembarked on a bold parts program for all new MG Rover

purchasers in 2003.Fr precedent "prile gaj"

MG Rover i Logistic Cat mutat rapid i puternic pentru arezolva temporar sughit. Pentru a stimula i de a sporincrederea proprietarul dealer de sprijin, au angajat pe un

bold pri program pentru toate noile MG Rovercumprtorilor din 2003.

S-a creat un nou program pt cumparatorii de MG Rover din2003.

If a customers car was out of service and required parts,the MG Rover dealer or authorized repair source quoted acompletion time. If the deadline was not met due to latearrival of parts, a special Parts Pledge was invoked and afree courtesy car was provided.

n cazul n care masina unui client este indisponibila saudaca termenul limit este depasit datorit ntrzierilor de

piese, acestuia ii este asigurata o alta masina gratuit.

During the course of 2003, Cat Logistics paid less thanUS$1,782 (1,000) on claims for the Parts Pledge, clearlyindicating dramatically improved parts availability.

Pe parcursul anului 2003, se observa o imbunatatiredramatica privind disponibilitatea pieselor.

Summing up the underlying rationale for the program,Parkinson stated, A key business objective is to offerexceptional aftermarket service to our customers. This

program provided our customers with added confidenceand signaled a much improved parts situation withexcellent availability on the current range of MG andRover cars.

In legatura cu acest program, Parkinson a declarat, "Unobiectiv cheie al afacerii este de a oferi serviciiexcepionale post vanzare clienilor notri. Acest program aoferit clientilor nostri ncredere i a semnalat ombuntire cu privire la disponibilitatea excelenta agamei MG Rover ."


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Extraordinarily complete logistics services

Cat Logistics involvement with the former Rover Groupdates back more than 15 years. Land Rover, formerly partof the Rover Group, became Cat Logistics first external

logistics client in 1987. Representing a quantum leap, thepresent arrangement between MG Rover and Cat Logisticsis much more than simple third party logistics itrepresents a revolutionary method for a company tooperate its entire aftermarket parts business. The business

arrangement has become a model for logistics operationsof the future.

Extraordinar de servicii logistice complete

implicarea Cat Logistica cu fostul Rover Group dateaza demai mult de 15 de ani. Land Rover, fost parte a Rover

Group, a devenit primul client extern al Cat Logistics n1987. Prezentul acord ntre MG Rover i Cat Logisticsreprezinta o metoda revolutionara prin care asiguraintreaga parte aftermarket din afacere. Acest acord adevenit un model pt operatiunile logistice de viitor.

Today, Cat Logistics is responsible for every element ofMG Rovers parts business. Parts availability for MG andRover now surpasses 95% and continues to improve. CatLogistics owns the warehouse and the IT system that drivesthe business. Cat Logistics personnel buy the parts, stockthe parts, schedule the number of parts MG Rover needs;negotiate with suppliers; manage forecasting, product

pricing, marketing and promotions; handle new productintroductions; prepare new electronic parts catalogs;manage a 24/7 customer help desk; and managedistribution and invoicing. Clearly, this total program goesfar beyond traditional 3PL supply chain services.

Cat Logistics este responsabil de afacerea MG Rover.Disponibilitatea pieselor de schimb pentru MG Roverdepete 95% i continu s se mbunteasc. CatLogistica detine depozitul i sistemul IT care conduceafacerea. Personalul Cat Logisticacumpara piesele, le stocheaza,asigura de numrul de piese pt MG Rovernegociaza cu furnizorii;stabileste preturile produselor, activitatile de marketing si

promotiilese ocupa cu introducerea de noi produse;

pregteste cataloage piese electronice noi;gestioneaza timp de 24 / 7 un Help Desk pt clienti;

precum si distribuia i facturarea. n mod cert, acesta este mai mult decat un tert furnizor deservicii logistice.

Cat Logistics proven, world-class business processes andsystems have improved performance in the MG Roveraftermarket supply chain to unprecedented levels.Caterpillars established global logistics network is helping

MG Rover strengthen export markets particularly areassuch as Eastern Europe and China where logistics arenotoriously difficult to organize to quickly andeffectively meet the customers needs.

reteaua de Logistica globala stabilita de Cat Logistics ajuta

firma sa consolideze pietele de export din zonele Europa deEst i China unde logistica este dificil de organizat pt aintampina nevoile clientilor.

When we took over the MG Rover parts business, servicelevels were falling, says Mary Bell, chairman and

president of Caterpillar Logistics Services. Turning thatsituation around was a huge challenge, but we put all ofour resources into the task and now the results speak forthemselves. MG Rover dealers are pleased with themarketing support we offer them, as they are experiencinglevels of service that are among the best in the industry.

And, were still making improvements.

"Cnd am luat peste MG Rover pri de afaceri, serviciicare se ncadreaz niveluri au fost", spune Mary Bell,

preedinte i preedinte al Caterpillar servicii logistice."Transformarea aceast situaie a fost n jur de o provocareuria, dar am pus toate resursele noastre n sarcin, iaracum rezultatele vorbesc de la sine. MG Rover dealeriisunt mulumit cu suport de marketing care le oferimacestora, aa cum sunt ele au niveluri de servicii, care sunt

printre cele mai bune din industrie. i, noi suntem nc deluare mbuntiri."


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Looking to the future, Parkinson states, We want to grow the business. Our historic parc (the number of cars inthe aftermarket) is declining, but as we introduce new models, parts sales will begin to climb again. So to maintainand grow the business from the US$300 million-plus (168 million-plus) current level to well beyond that, werelooking at non-conflicting, third party business. Our full service capability here in Desford provides a USP(Unique Selling Proposition) that no other parts organization possesses.Privind spre viitor, Parkinson state, "Ne dorim s creasc de afaceri. Noastre istorice parc (a numrului de mainin Aftermarket) este n scdere, dar dup cum am introducerea de noi modele, piese de vnzare va ncepe s urce

din nou. Deci, s menin i s creasc de afaceri de 300 milioane dolari SUA-plus ( 168 milioane-plus) la nivelulactual i dincolo de care, ne uitam la non-conflictuale, a treia parte de afaceri. Full-service capacitatea noastra deaici din Desford ofer un USP (Unique Selling Proposition) c nici o alt organizaie dispune de pri."

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Studiu de Caz Rover