Читать книгу Supply Chain Management For Dummies - Daniel Stanton - Страница 48

Professor Clayton Christensen gave a great example of his Jobs To Be Done Theory by telling a story about the managers of a fast-food restaurant who wanted to analyze their sales of milkshakes. The restaurant was selling lots of milkshakes early in the morning, and the managers couldn’t understand why. After interviewing their customers, they discovered that people were buying milkshakes at the beginning of their commute because it gave them something to do while they were stuck in traffic. In other words, the milkshake wasn’t just food; it was also entertainment! Understanding what their customers truly valued about the product helped the managers of the fast-food restaurant think differently about how to package the product, manage their business, and design their supply chain.

Table 3-1 and the sections that follow describe supply chain priorities for different kinds of products. These examples are definitely not an exhaustive list of supply chains, but they illustrate why the supply chain for corn, for example, has different priorities from the supply chain for computers.

TABLE 3-1 Supply Chain Priorities

Product Type	Supply Chain Priorities
Commodities	Low price, high availability, minimum quality standards
Luxury goods	High quality, uniqueness
Fashion goods	Fast throughput, low inventory, wide variety
Durable goods	Balance between transportation/inventory cost and customer needs
Technology	Speed, flexibility, security