terça-feira, outubro 05, 2010

Para quem se queixa da China... (parte VI)

Continuado daqui.
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David Birnbaum leva o seu raciocínio numa sequência lógica: se o truque é a rapidez, é o speed-to-market:
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"When anyone speaks of strategy, the first thing that comes to mind is war, followed closely by games such as chess or poker. In this sense strategies are all about competition: one side wins, the other side loses. There are, in fact, alternative strategies of competition. (Moi ici: BTW, Hermann Simon e W. Chan Kim & Renee Mauborgne, convidam-nos a não cair nesta postura de guerra desnecessariamente, só por uma questão instintiva)
The global garment industry is highly competitive. Factories compete against factories, importers compete against importers and retailers compete against retailers. But our current sourcing and supply strategies do not pit one competitor against the other. In fact the various competitors have no relationship with one another.

In place of competing against our competitors, we in the garment industry have created an artificial competition of buyers against the factory in which the buyer fights for a lower FOB price while the factory fights for a higher FOB one. As I continue to point out, since FOB is only 18% of full value cost, it would seem more reasonable to fight about the other 82%. But reducing the other 82% cost requires real cooperation.
We need a unified strategy where players cooperate to achieve a specified goal.

The difference between the strategy of competition and the unified strategy is the goal. In the former the goal is to win, while in the latter the goal is to achieve excellence.

THE GOAL OF A UNIFIED STRATEGY WOULD BE TO PLACE YOUR BUSINESS WITH THE FACTORY WHERE YOU MAKE THE MOST MONEY.
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In this now win-win scenario, the importer/retailer wins because they receive an advantage related to 100% of their costs. The factory wins because they can charge a higher FOB price. In fact the customer no longer cares about the FOB, or the CMT price. They care only about the bottom line. The “can do” factory can charge more for their services as long as they deliver the necessary results. The advantage of the unified strategy is that since customer and supplier are no longer working against each other, both can cooperate on the supply process, reducing lead times and thus achieving speed-to-market and added profit to both sides.

The global garment export industry today must recognize that competition requires cooperation. And, the more competitive the industry, the greater the need for cooperation. Once we can change ourselves to the point where we recognize that to be successful and profitable we must build long-term cooperative strategic customer/supplier relationships, we can then move forward towards creating truly effective unified strategies."
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E agora... será que as nossas fábricas têm os interpretes para esta nova fase?

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