Your company is a manufacturer and supplier of mobile phones (cell phones) with current
sales of 80 million units per year, well behind that of the market leader. Technically, your
phones are state of the art and their design is highly rated. Your major markets are the
USA, Europe, Russia and Brazil and you have recently established a foothold in both
India and China. Unquestionably, there is a very real demand for your product but you
are currently unable to meet demand because of supply chain issues both on the demand
and supply sides. These problems are severely hindering expansion into India and China
because of issues supplying finished product to these countries.
You have two manufacturing plants producing final products: one in Alabama in the USA
and a second in Bavaria in Germany, where your head office is also located. The supply
chain for mobile phones can be very complex with components being sourced from the
USA, Europe, Mexico, India, China, Japan and a number of Pacific Rim countries. These
components are all shipped directly to the two manufacturing units where they are
warehoused before use. Inventories are held at a ‘safety’ level to accommodate
fluctuations within the supply chain but nevertheless ‘stock-outs’ of key components still
Finished phones are shipped from Alabama and Bavaria directly to a warehouse in each
major sales country. From the warehouse the phones are then distributed to various retail
outlets, some owned by the company but many that are independent retailers. Currently,
there is no finished goods warehouse in either India or China and in both these countries
sales are managed by independent distributors.
Your company has been growing rapidly primarily on the bases of excellent technology
and design but sales have begun to stagnate and profitability lags well behind the best in
the sector. The board of directors see the overall supply chain as their main weakness
and have appointed you to:
1. Carry out an audit on the organisation’s supply chain and its management.
The purpose of the audit is to identify the strengths and weaknesses within
the supply chain and how these are impacting on the performance of the
2. On the basis of the information gained from the audit, you have been
requested to develop appropriate strategies to minimise any weaknesses and
further develop strengths to maximise the effectiveness of the supply chain
and ensure that it fully supports the company’s expansion into India and
Within the context of the case study you are free to make any reasonable
assumptions about the supply chain that assist you in building your responses to the
You are required to present your findings and recommendations as a narrated PowerPoint
presentation of no more than 3000 words. It is expected that each task will be given equal
This assignment addresses learning outcomes 1, 2, 3 and 4.
It is important that the PowerPoint slides meet the standards of an effective presentation.
For this to be the case the information contained on each slide must be capable of being
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read both quickly and easily by your audience. It is not acceptable to fill a presentation
slide with normal prose – bullet points are much preferred. The minimum font size used
on a slide should be no less than Arial 24.
The presentation slides should be limited to the key points that you wish to highlight.
These can be expanded upon, analysed, evaluated and critiqued within the notes section
of the slide. The main body of your words will therefore be within the notes section.
Your word count limit will apply to both the presentation slides and your notes section
(combined). The notes appear in the notes section beneath the PowerPoint slide – you
will need to change your slide view to see this (see click to add notes at base of page)
Your narration should identify your key points and the key arguments you wish to develop
in support of your analysis. It is not a good idea to simply read your notes, after all these
are already available in written form, but rather to provide your summary of what the notes
It is important that you support your work with sound academic theory and that examples
are used, where appropriate, to make your case. Credit will be given for further reading.
As this is a presentation an executive summary is not required and appendices are not
appropriate but your work must show an appropriate reference list on your final slide.