Introduction to Supply

Chain Management
Nyoman Pujawan, Ph.D, CSCP
Professor of Supply Chain Engineering
Institut Teknologi Sepuluh Nopember (ITS) Surabaya
E-mail: pujawan@gmail.com

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi
 Struktur Materi SCM

Strategy:
SC Strategy

Measure & Improve Design:

Product, Network

Operations: Demand,
Planning: Demand,
Prod, Inv, Distrib, Proc
Prod,Inv, Distrib, Proc

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Week Topic
1 Introduction to Supply Chain Management
2 Supply chain strategy
3 Coordinated Product and Supply Chain Design
4 Network Configuration
5 Global SC Network
6 Demand Management
7 Procurement & Contract Management
8 Mid-Exam (EBTS)
9 Integrated inventory management 1
10 Integrated inventory management 2
11 Information Distortion in a SC
12 Role Play Simulation Game (Beer Game)
13 Supply Chain Performance
14 Supply chain technology
15 Company visit/guest lecture
16 Final Exam (EBAS)
 Introduction to SCM
• Mahasiswa mampu menjelaskan pentingnya SCM Pokok Bahasan:
dalam pengelolaan industri • Latar belakang SCM
• SC Vs SCM
• Mahasiswa mampu menjelaskan perbedaan antara
supply chain dan supply chain management • Typical supply chain structure / players
• Konsep kolaborasi, koordinasi, dan integrasi
• Mahasiswa mampu menyebutkan pelaku utama pada SCM
dalam suatu supply chain • Proses-proses utama SCM
• Mahasiswa mampu menjelaskan proses-proses inti • Fungsi fisik Vs fungsi mediasi pasar
supply chain • Tantangan pengelolaan SCM

• Mahasiswa mampu menjelaskan pentingnya integrasi • Case study: Dell Computer

informasi, kolaborasi, dan koordinasi dalam
pengelolaan supply chain Metode:
• Ceramah
• Mahasiswa mampu mengkaitkan antara fungsi fisik
dan fungsi mediasi pasar pada supply chain • Diskusi
• Studi kasus
• Mahasiswa mampu menjelaskan berbagai tantangan
dalam pengelolaan supply chain

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
The Lemonade Story
Supply chain mission is to
deliver value to customers in
a cost effective way

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Reasons Behind the Need for SCM
• Perusahaan banyak melakukan outsorcing / subcontracting →
supply chain lebih complex, perlu pendekatan SCM yang lebih
komprehensif.
• Time-based competition → waktu menjadi factor kompetisi yang
penting terutama untuk produk-produk yang time sensitive.
• Persaingan pasar lebih ketat → perlu upaya terintegrasi dan lintas
organisasi untuk mengurangi biaya, menjaga kualitas, menjaga
ketersediaan produk di pasar.
• Perkembangan teknologi dan model bisnis → perlu inovasi pada
supply chain menuju supply chain yang smart dan intelligent.
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi
Any problems within a supply chain will
affect the whole chain
The focus is end
customers
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi
Ilustrasi SC Biskuit

1. Penghasil gandum
11
1 5 2. Penghasil tebu
10 3. Penghasil garam
11 4. Penghasil aluminium
2 6
5. Pabrik tepung terigu
9
3 7 10 11
6. Pabrik gula
7. Distributor garam
8. Pabrik kaleng
4 8
11 9. Pabrik biskuit
10. Distributor biskuit
11. Supermarket
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi
What is a Supply Chain?
• All stages involved, directly or indirectly, in fulfilling a customer
request
• Includes manufacturers, suppliers, transporters, warehouses,
retailers, customers
• Within each company, the supply chain includes all functions
involved in fulfilling a customer request (product development,
marketing, operations, distribution, finance, customer service)
• All stages may not be present in all supply chains
(e.g., no retailer or distributor for Dell)

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Simplifikasi Model Supply Chain

Finansial: invoice, Term pembayaran

Material: bahan baku, komponen, produk jadi
Informasi: kapasitas, status penigriman, quotation,
informasi teknis

Supplier Supplier Manufacturer Distributor Ritel /

Tier 2 Tier 1 toko

Finansial: pembayaran
Material: retur, recycle, repair,
rework
Informasi: stok, penjualan, RFQ / RFP

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
 Ilustrasi 1.1 Technical information flow pada
industri farmasi
• Industri farmasi memiliki pengelolaan informasi
yang sedikit berbeda dengan supply chain lain
• Selain mengelola informasi order, inventory, dan
status pengiriman, supply chain produk farmasi
harus mengelola informasi teknis yang berkaitan
dengan obat (khususnya ethical drug yang
pengunaannya membutuhkan otorisasi dokter)
• Sebagai contoh, untuk obat yang baru diluncurkan,
perusahaan harus memastikan informasi teknis
tentang obat tersebut turun ke semua channel
yang terlibat
• Ketidakmampuan mengelola aliran informasi teknis
seperti ini membuat suatu produk baru tidak akan
sukses melakukan penetrasi pasar

Flowchart image: Pedroso et al. (2009)

Fokus Supply Chain Bisa Berbeda

• Berbagai perusahaan memiliki fokus di proses hulu

(procurement, material planning: shipbuilding,
construction, dll)
• Sebagian perusahaan memiliki fokus di hilir (pestisida)
• Sebagian perusahaan memiliki fokus pada pengadaan
dan inventory sparepart (gas exploration)

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
 SUPPLY CHAIN MANAGEMENT DEFINITION
• A process orientation, integrated approach to procuring, producing, and delivering products and
services to customers (MIT)

• A collaborative-based strategy to link cross enterprise business operations to achieve a shared

vision of market opportunity (D.J. Bowersox, Michigan State)

• The delivery of enhanced customer and economic value through synchronized management of
the flow of physical goods and associated information from sourcing to consumption (LaLonde,
Ohio State)

• The process of strategically managing the procurement, movement and storage of materials,
parts, and finished inventory (and the related information flows) through the organization and
its marketing channels in such a way that current and future profitability are maximized through
the cost-effective fulfillment of orders (Martin Christopher, Cranfield University)

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
 SUPPLY CHAIN MANAGEMENT DEFINITION

Supply chain management encompasses the planning and

management of all activities involved in sourcing and
procurement, conversion, and all logistics management
activities. Importantly, it also includes coordination and
collaboration with channel partners, which can be suppliers,
intermediaries, third party service providers, and customers.
In essence, supply chain management integrates supply and
demand management within and across companies (CSCMP).

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
 EVOLUTION OF INTEGRATION
(Adapted from Christopher, 1998)

Purchasing Material Ctrl Production Sales Distribution

Materials Mgmt Mfg. Mgmt Distribution

Suppliers Internal SC Customers

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Ruang Lingkup Fungsi Supply Chain
• Market Research, new product design, supplier involvement on
Product Development product design

Procurement, Purchasing, • Supplier selection, supplier performance evaluation, purchasing,

or Supply supply risk monitoring, supplier relationship management

• Demand planning, demand management, capacity planning,

Planning & Control production and inventory planning, distribution planning

Production • Production execution and quality control

• Distribution network design, delivery scheduling, 3rd party logistics

Distribution relationship management, service level monitoring

• Product return channel design, pick up scheduling, disposal process,

Return product refurbish price determination
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi
Ilustrasi Kasus Printer (Hal. 12)
• Sebuah produsen printer di USA memproduksi
printer untuk global customers
• Konfigurasi produk yang dibutuhkan masing-
masing negara berbeda antara satu negara dengan
yang lain karena adanya kekhususan secara spesifik
• Awalnya semua produk dikerjakan di Amerika,
kemudian setelah selesai produk-produk tersebut
dikirim langsung ke distributor di masing-masing
negara
• Fluktuasi demand → berimbas ke inventory, tidak
dapat saling mensupport Supply & Demand
• Perubahan proses → hanya memproduksi generic
part, finishing process di tiap-tiap negara
• Meningkatkan fleksibilitas di Supply Chain
Klasifikasi Fungsi SCM: Fisik dan Mediasi Pasar

Two basic functions:

Physically converting raw materials and components into products and delivering
them to the end customers.

Related to physical costs

Make sure that products/services delivered satisfy customer’s aspiration.

Related to market mediation costs

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Dua Jenis Aktivitas pada Supply Chain

Aktivitas fisik Aktivitas mediasi pasar

❑ Pengiriman material ke pabrik ❑ Riset pasar
❑ Produksi ❑ Pengembangan produk
❑ Penyimpanan material / produk ❑ Penetapan harga diskon
❑ Distribusi / transportasi ❑ Pelayanan purna jual
❑ Pengembalian produk (return) ❑ Pengelolaan siklus hidup produk

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Challenges in Managing Supply Chain

• Complexity → structure and relationships

• Uncertainty → supply, demand, internal operations

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Global Supply Chain – Complex Structure

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
 Supply chain is going global

www.mampo.com

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Tipologi Ketidakpastian

WIP
Raw Finished
Materials Goods

Supply Internal Demand

uncertainty uncertainty uncertainty

• Waktu kirim • Yield produksi • Jumlah

• Kualitas • Kualitas • Jenis
• Harga • Availability (alat • Lokasi
• Ketersediaan produksi)

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
The Role of Information Technology
Electronic Procurement Electronic Fulfillment

• In automotive industries: procurement of • Receive orders

raw materials, components, MRO items • Manage transactions
• Warehouse management
• Two categories: • Transportation management
• Transactional: e-Auction • Communicate with customers
• Partnerships: sharing information on • Reverse logistics
production planning, inventory level,
other information. • Example:
• Dell Computers
• Amazon.com
• Bukalapak.com

Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain

Management 3rd. Ed, Penerbit Andi
Supply Chain Management di Era Digital

Tradisional Digital
• Last mile sampai ke toko • Last mile sampai ke pelanggan
• Lebih murah dari biaya akhir
transportasi dan pergudangan • Lebih mahal di biaya pengiriman
• Lebih mahal dari biaya toko • Lebih murah di biaya toko
• Lebih murah di biaya system • Lebih mahal di biaya system
• Lebih sedikit data • Mengelola data dengan volume
besar, pemanfaatan artificial
intelligence, dll.
Pujawan, I N., and Mahendrawathi Er. (2017), Supply Chain
Management 3rd. Ed, Penerbit Andi