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22-10-2014
1
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Innovative Logistics in Floriculture
Prof. dr. ir. Jack van der Vorst
Wageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven
21 oktober 2014
1 Developments and needs
2 The DaVinc3i project
3 DaVinc3i scenarios
4 Project findings
5 Lessons learned and discussion
Today’s bouquet
2
22-10-2014
2
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
(Inter)national sourcing locations
(Inter)national
market segments
Auction & Traders
Hubs
• Many independent SMEs (and a large cooperative) with own objectives
• High dynamics and uncertainty in supply and demand
• Product quality changes during distribution – guaranteed vase life!
• Demand driven retail chains, supply driven detail chains
• Last-minute changes and rush-orders
• Dedicated tailored logistics concepts to differentiated market segments
Characteristics of the supply chain network
3
Network/Market
expansion
Internatio-nalis
ationResponsible
Virtualisation
of trade
Major developments
4
Country Growth 2011
Kenia +17%
Ethiopië +14%
Ecuador -21%
Total +1%
Since 2008:• Average grower 10% bigger –
2012: 1,63 ha/grower
• Average transaction
15% smaller
Region Growth 2012
Core region +5%
Scandinavia +10%
South-Europe -5%
M/E Europa -5%
Russia +34%
European Commission: CO2 emission reductions in transport
Tesco Homeplus Virtual Subway Store in South Korea
22-10-2014
3
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Challenge for the future
Eastern European markets, virtualization
Direct flows skipping Dutch network
Virtualization, conditioning technologies
Redesign logistics network
5What collaborative actions are needed in the sector?
1 Developments and needs
2 The DaVinc3i project
3 DaVinc3i scenarios
4 Project findings
5 Lessons learned and discussion
Today’s bouquet
6
22-10-2014
4
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
7
Dutch Agricultural Virtualized International
Network with Consolidation, Coordination,
Collaboration and Information availability
(2011-2015)
22-10-2014
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Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
9
Objective
2 1 3
insights into the effects of virtualisation
on the leading role of the Dutch horticulture
sector in a globalised trade network
logistics ICT collaboration
differentiated concepts in demand-driven
supply chains
Hub network design and flexible
quality-driven concepts
synchromodaldistribution strategies
transparency and an advanced information
infrastructurecollaborative logistics
DaVinc3i: research questions
Product/origin
Destination
Hub
• What kind of hub-network is needed?
• Where should VAL activities take place?
• What kind of hub-network is needed?
• Where should VAL activities take place?
• What responsive quality-driven logistics concepts are needed?
• What synchromodal distribution strategies can be developed?
• What responsive quality-driven logistics concepts are needed?
• What synchromodal distribution strategies can be developed?
Consolidation – Coordination - Collaboration
How to earn and share in collaborative
logistics?
How to earn and share in collaborative
logistics?
What IT systems are needed to support such logistics networks?
22-10-2014
6
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Betrokkenheid sector
Universiteiten Kwekers HandelsbedrijvenLogistieke
Dienstverleners
1 Developments and needs
2 The DaVinc3i project
3 DaVinc3i scenarios
4 Project findings
5 Lessons learned and discussion
Today’s bouquet
12
22-10-2014
7
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Key scenario decisions
� Channel choice: Retail / Detail / Etail
� Personalisation: basic product or added value services
� Last mile solution: home delivery, depot, etc.
Consumer/
Market
� Sourcing : regional, EU or global
� Replenishment mode: traditional or VMI
� Position Customer Order Decoupling Point (CODP)
� Direct transport or via EU hub network
� Consolidation in transport; modality: road, rail, water, air
Logistics
� Containerisation with modified atmosphere
� Virtualisation logistic objects: products, quality, containers, ..
� Digital information exchange: order, transport, demand
(POS), supply (planned availability), financial , etc.
Technology
Retail ketensRetail ketens
Retail ketensRetail ketens
Detail-winkelsDetail-
winkels
Detail-winkelsDetail-
winkels
WebshopWebshop
WebshopWebshop
12 Commerciële scenario’s
14
Flora provider
Flora provider
Flora marktFlora marktFlora
providerFlora
provider
Retail ketensRetail ketens
Detail-winkelsDetail-
winkels
WebshopWebshop
Retail ketensRetail ketens
Flora marktFlora marktDetail-
winkelsDetail-
winkels
Fresh provider
Fresh provider
KwekerKweker
KwekerKweker
KwekerKweker
KwekerKweker
KwekerKweker
KwekerKwekerWebshopWebshop
evolutie
revolutie
evolutie
revolutie
evolutie
revolutie
ConsumentConsument
22-10-2014
8
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Logistics activities
15
Some occur more
than once
Sales to Consumer
Selling
Value Added Logistics
Verification AssemblyDelivery to buyer/LSP
Selecting Sorting
Transport
Harvesting
Bundling
Quality Control
Buffering
May have multiple
instances
Scenario 1: Dis-intermediatie
16
Telers
Detailhandel
Retailketens
ConsumentVirtueel
platform
Telers FloraProvider Retailketens Consument
Scenario 2: Re-intermediatie
Telers ConsumentWebshop
coöperatie
Scenario 3: Voorwaartse integratie
Potential business models
Daghandel – big data!
Termijn handel
Levering via
Bloemisten, LSP ??
22-10-2014
9
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
1 Developments and needs
2 The DaVinc3i project
3 DaVinc3i scenarios
4 Project findings
5 Lessons learned and discussion
Today’s bouquet
17
Central Logistics Hub Virtual Orchestration
Emergence of Orchestrated Trading Networks
22-10-2014
10
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
DaVinc3i: how to link growers with consumers?
19
KwekerConsu-
ment
EU hub network for potted plants?
20
100
81
72
100
73
62
100
91
80
Costs Time CO2
22-10-2014
11
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
-16%
-38%
Logistiek Dienstverlener Exporteur
-6%
-22%
Collaboration of traders in returnable items
Possible savings
CustomerRetailerManufacturer DistributorSupplier
Push/pull view of supply chain processes
Pull processPush process
22
Efficiency Responsiveness
22-10-2014
12
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
23
Towards demand driven processes
From supply driven..... to demand driven order fulfilment
Resulting in 27% reduction of order-pick routes
and increased processing capacities up to 15%.
Location A Location B
Virtuele
Plant
Virtuele
Locatie A
Virtuele
Locatie B
Conditieupdate
Plant locatieupdate
Conditieupdate
Via internet real-time inzicht in productkwaliteit
24
22-10-2014
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Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
• Historic quality
trajectory based on
measurements
• Simulated quality
based on decay models
• Alarms for expected
quality problems
• Advices for
interventions
Mock-up quality simulation screen
• … moeten in de sierteelt op ketenniveau worden gezien: het complete
systeem van (al dan niet) samenwerkende partijen gaat over de
creatie, levering en toe-eigening van waarde. De business modellen
van individuele organisaties zijn daarvan afgeleid.
Co-operatieve business modellen
Key partners
(belangrijke
partners)
Key activities
(belangrijke
activiteiten)
Value
proposition
(waarde-
propositie)
Customer
relationships
(klant-
relaties)
Customer
segments
(klant-
segmenten)
Key
resources
(belangrijke
middelen)
Channels
(kanalen)
Cost structure
(kostenstructuur)
Revenue streams
(opbrengsten)
Osterwalder en Pigneur, 2010
22-10-2014
14
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Crucial factors
27
Essential is gain sharing in ‘unequal’ alliances
Motives for
cooperation
Contributions to
the alliance
Role of third
party if present
‘One size fits all’ is not the best approach to membership of an alliance: allow for different options
Willingness to
accept
Perspective on
‘equality’
Negotiation
power
Principles of
cooperation
Availability of
multiple types
of membership
1 Developments and needs
2 The DaVinc3i project
3 DaVinc3i scenarios
4 Project findings
5 Lessons learned and discussion
Today’s bouquet
28
22-10-2014
15
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Logistics Intelligence5.0
5.5
6.0
6.5
7.0
0 10 20 30 40 50 60 70 80 90 100
Glycongen concn. (µm ol glucose equiv./g)
Ult
imate
pH
DFD
normal
normal or PSE
acid
Logistics Connectivity
Intelligente logistieke concepten
Real-time Virtualization
Logistics Intelligence5.0
5.5
6.0
6.5
7.0
0 10 20 30 40 50 60 70 80 90 100
Glycongen concn. (µm ol glucose equiv./g)
Ult
imate
pH
DFD
normal
normal or PSE
acid
Logistics Connectivity
Lessons learned: infrastructure
Real-time Virtualization
• Built common infrastructure (interconnected multi-modal hub
network) for consolidation and economies of scale
• Create closed cold chain to consumer fridge
• Re-allocate VAL activities: use conditioning techniques to
create inventories and buffers
• Standardize (conditioned) containers
22-10-2014
16
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Logistics Intelligence5.0
5.5
6.0
6.5
7.0
0 10 20 30 40 50 60 70 80 90 100
Glycongen concn. (µm ol glucose equiv./g)
Ult
imate
pH
DFD
normal
normal or PSE
acid
Logistics Connectivity
Lessons learned: information systems
Real-time Virtualization
• Create integrated business information systems
• Interoperability systems, harmonise product coding
• Use one primary network, e.g. as in telecom – e.g.
• Built an open trading platform
• Know your customers
• Create transparency: exchange POS, product quality info
• Manage data ownership, data reliability and security
Logistics Intelligence5.0
5.5
6.0
6.5
7.0
0 10 20 30 40 50 60 70 80 90 100
Glycongen concn. (µm ol glucose equiv./g)
Ult
imate
pH
DFD
normal
normal or PSE
acid
Logistics Connectivity
Lessons learned: planning and control
Real-time Virtualization
• Establishing flexible order fulfilment processes, and predict
changes in supply and demand
• Align your planning process with partners and pool
inventory
• Built a central planning and dynamic pro-active control system
for collaboration, coordination & consolidation
• Virtualisation eliminates added value of intermediaries
22-10-2014
17
Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
• Onderwerp dat tijdens project steeds relevanter is geworden
• Stevige collectieve, private bijdrage; niet alleen “subsidieproject”
• Bereidheid om verder te kijken dan eigen keuken en belangen
• Moeilijke ketenbrede discussie eerst gevoerd: scenario’s
• Neutrale kennispartners die academische kennis praktisch maken
via inzet studenten in concrete cases
• Voltijds neutrale business project manager die MKB’rs actief betrekt
en ondersteunt.
• Vele inhoudelijke bijeenkomsten met bedrijven; communicatie !!
Succesfactoren DaVinc3i
34
More information?
www.davinc3i.com
22-10-2014
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Prof. dr.ir. Jack G.A.J. van der VorstWageningen Universiteit
Dutch Design Week, ABN AMRO House, Eindhoven, 21 oktober 2014
Jack van der Vorst
Project Director DaVinc3i
Professor of Logistics and Operations
Research, Wageningen University
T +31 (0)317 – 485 645
Contact
35
Robert Ossevoort
Project Manager DaVinc3i
Wageningen University
T +31(0)317 - 481 367
W www.davinc3i.com
T @davinc3i