TALEP ODAKLI TEDARİK ZİNCİRLERİ

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SAP FORUM İstanbul 2014 SAP Her şey planladığınız gibi devam ederken birden yeni ve önemli bir müşteriden üretim siparişi mi aldınız? Yoksa yeni aldığınız siparişi karşılamak için kaynaklarınız kısıtlı mı? Dünyadaki tüm şirketlerinin karşılaştığı bu hızlı operasyonel değişikliklerin artık çok hızlı çözümleri de var.

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  • 1. SAP FORUM İSTANBUL 2014 Basit Düşün Fark Yarat TALEP ODAKLI TEDARİK ZİNCİRLERİ Konuşmacı Adı : Emir Barın Firma Adı : SAP Türkiye
  • 2. Not understanding what your customer wants… … can have major consequences! 75% of new products FAIL 15% average out of stock rate Average trade promotion ROI: -19% 2-4 weeks to respond to demand change! Companies are increasingly driven to sense and respond to customer demand © 2014 SAP AG or an SAP affiliate company. All rights reserved. 2
  • 3. Manufacturer’s Business Challenges Top business challenges § High market volatility § Variation in demand is increasing. § Lean supply chains and demanding customers Are you experiencing? § Poor forecast accuracy § Product availability issues or Excess Inventory § Low Supply Chain Planner Productivity § Need for supply chain agility An unprecedented amount of data (or signals) are available today to drive better decisions © 2014 SAP AG or an SAP affiliate company. All rights reserved. 3
  • 4. SAP Demand Signal Management powered by SAP HANA Overview SAP’s Demand Signal Management solution provides a holistic view of how customer demand and sales are materializing by analyzing massive volumes of external downstream data (like POS data and Social Media), market research data as well as internal data like sales Scalable and centralized in-memory database for BIG DATA § Capture large volumes of downstream demand data (e.g. Point of Sales) and Market research data in a single instance § Automate the process to cleanse, validate, harmonize and enrich data with additional information during data upload Central source of truth for advanced analytics § Pre-packaged analytics to instantly analyze large volumes of demand and market data along multiple dimensions § Extend and create purpose built analytics and mobility applications to meet specific needs of various roles in the organization § Combine social media data with analytics like e. g. sales Richer demand data for enterprise business applications § Provide cleansed and harmonized demand data to supply chain, sales & marketing business applications © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4
  • 5. SAP Demand Signal Management (DSiM) on HANA Positioning SAP Demand Signal Management: q Enterprise platform q Integrate & consolidate demand signals q Provide a single source of truth Retailer POS DELIVERED ANALYTICS CUSTOM ANALYTICS SAP Demand Signal Management Social Media Market Research data (e.g. Nielsen) Distributor/ Wholesaler SAP Business Suite SHARE DATA WITH OTHER ENTPRISE SOLUTIONS Linking additional external information (e.g., weather) © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5
  • 6. Point-Of-Sale Data Before SAP DSiM POS data takes too long to upload. Its too late to take action With SAP DSiM Consumer insight propagated & consumed immediately © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6
  • 7. SAP Demand Signal Management powered by SAP HANA Solution Architecture SAP Demand Signal Management Data Consumption Integration to the SAP Business Suite (e.g. ERP, SCM, TPO) Data Upload, Quality Validation, Harmonization & Enrichment Data Collection & Transformation Data Sources Analytics Market Share, Sales Performance, Promotion Insight, New Product Launch, On-Shelf Availability, Out-of-Stock Marketing Director Key Account Core SAP HANA Repository Retailer 1 … Market Research Data (Syndicated data) Data Acquisition Point-of-Sales Data Mobile Manager … Data Retailer n Market Research Institutes (Nielsen, IRI, GfK,..) Distributor/ Wholesaler Internal Data Upload SAP Business Suite Social Media © 2014 SAP AG or an SAP affiliate company. All rights reserved. 7
  • 8. Data Acquisition Options SAP extractors SAP Business Suite or BW system All third-party data sources SAP Information Interchange or SAP BusinessObjects Data Services Data Validation Harmonization Enrichment SAP Demand Signal Management Market Research (SDX) Parsing and Mapping in the Extractor Consumer Sentiments (NetBase) BadI for integration of Social Media data © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8
  • 9. SAP Demand Signal Management is relevant for your line of business Sales Ÿ Daily visibility into sales performance Ÿ Increase profitability, revenue and market success Ÿ Avoid loss of sales Marketing Ÿ Avoid failure of new product launches Ÿ Defend your customer base Ÿ Increase promotion and price effectiveness Supply Chain Ÿ Improve forecast accuracy Ÿ Avoid out-of-stock during promotions Ÿ Reduce transit and warehousing costs © 2014 SAP AG or an SAP affiliate company. All rights reserved. 9
  • 10. Benefits of SAP Demand Signal Management Sense demand, spot trends, and respond faster Sense Actual Demand Signals in Real Time Quickly Spot Market Trends and Deviations Sense Analyze Respond Respond Faster to Demand Fluctuations Access massive amounts of up-to-date POS data along side syndicated data and social sentiment indicators Drill down into massive amounts of granular demand and market data to develop market insights and understand consumer trends Ensure integration with core business and supply chain processes and accelerate end-to- end downstream processes © 2014 SAP AG or an SAP affiliate company. All rights reserved. 10
  • 11. Sense actual demand signals in real time Collect, cleanse and harmonize real time POS retailer data and integrate them with internal, syndicated and social sentiment data YOU Wholesale Level Retail Level Consumer Level Distribution Network YOU Consumer Level Sense Analyze Respond Business Suite Syndicated Social Media Point of Sale Consumer Data Benefits Ÿ Predict market trends and improve responsiveness using up to date demand and market data Ÿ Develop deeper more comprehensive demand visibility with a more holistic market view Ÿ Eliminate errors and inaccuracies by relying on single source of truth Distribution Network Demand Signal Management powered by SAP HANA © 2014 SAP AG or an SAP affiliate company. All rights reserved. 11
  • 12. Quickly spot trends and critical processes Improve responsiveness, increase productivity, drive efficiency Benefits Ÿ Improve responsiveness by instantly spotting demand issues and deviations with state of the art analytics Ÿ Increase productivity by empowering business users with role based reports/analytics on any device Ÿ Drive efficiency across your entire organization with role based Sense Analyze Respond © 2014 SAP AG or an SAP affiliate company. All rights reserved. 12
  • 13. Respond faster to demand fluctuations Integrate your downstream business processes Sense Analyze Respond Optimize inventory levels with more accurate forecasting and planning Streamline downstream fulfillment process with improved demand visibility Reduce lost sales with more precise identification of out-of-stock situations Improve customer service levels with a deeper understanding of your customer’s behavior © 2014 SAP AG or an SAP affiliate company. All rights reserved. 13
  • 14. Key Value Propositions Supply Chain, Sales and Marketing Promotion Effectiveness Track promotion participation and compliance and track price variation per store Market Share Analysis Monitor market share changes and identify root causes for declines in sales Forecast Accuracy Monitor demand and market data and analyze historic sales and promotions to increase forecast accuracy Out of Stock Reduction Reduce lost sales by monitoring inventory levels and quickly spotting stores with out of stock Sales Analysis & Planning Product Launch Success Analyze demand data and benchmark store sales to identify critical issues and prioritize sales visits Track store sales, price and promotions for new product launches and ensure stock availability © 2014 SAP AG or an SAP affiliate company. All rights reserved. 14
  • 15. Key Takeaways With SAP Demand Signal Management you can Gain valuable, real-time insights to enable responsive, demand-driven processes for supply chain, sales, and marketing Drive performance improvements in planning & execution e.g. promotion effectiveness, forecast accuracy Avoid Lost Sales by promptly discovering currently occuring or upcoming no-sales situations 1 2 DSiM in a nutshell Delivers powerful capabilities to manage and analyze massive volumes of demand data (Retail POS, market data, internal data) 3 © 2014 SAP AG or an SAP affiliate company. All rights reserved. 15
  • 16. Enterprise Demand Sensing Predictive analytics that increase near-term sales while reducing stock-outs Capture trends and service performance Improve accuracy and reduce latency Create effective demand-response strategies • Compare and mathematically blend different forecast sources with demand analytics • Characterize demand by analyzing historical forecast accuracy, bias and intermittency trends • Track service performance by customer with order analytics • Boost sales by predicting and reducing stock-outs with demand patterns and trends recognition • Free planners from granular micro-forecasting through enterprise-scale predictive mathematics • Find revenue upside opportunities by tapping data from downstream demand signal repositories (DSR) • Lower repositioning costs through improved short term forecasts • Improve production and deployment agility by translating demand signals to short term supply requirements • Improve collaboration with downstream partners through embedded analytics, scenario analysis and collaboration tools © 2014 SAP AG or an SAP affiliate company. All rights reserved. 16
  • 17. EDS is part of the SAP Demand Management Solution Analyze Demand Identify problems and focus efforts Collaborative Demand Planning Integrate demand signals and generate a consensus demand plan Capture Demand Signals Incorporate external and internal information to feed demand planning Sense Demand Daily forecasting based on pattern recognition Demand Response Feed other processes to deliver results © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17
  • 18. What about the short term forecast? Demand Sensing bridges the gap between planning and execution Years Months Weeks Days Long Term Medium Term Short Term Execution Ÿ S&OP Ÿ Demand Mgmt Ÿ Demand Planning Ÿ Inventory Planning Ÿ Production Planning Ÿ Annual Budgeting Planning Ÿ Annual Strategic Planning Ÿ Network Design Forecasts Used Statistical à Consensus Ÿ Deployment/Distribution Ÿ Kitting/Packaging Ÿ Order Fulfillment Ÿ Logistics Execution Ÿ Demand Sensing Annual Budget Orders/Stock Transfers Data Granularity © 2014 SAP AG or an SAP affiliate company. All rights reserved. 18
  • 19. Turning SCM Issues into Opportunities with SAP HANA Accessing timely demand information from the supply network is difficult or impossible Planning and forecasting processes with high volumes of data can be very time consuming Decisions are often based on incomplete, inaccurate, and often outdated information Deep visibility into large volumes of supply chain-related data SAP HANA Access to real-time supply chain-related data Fast analysis and simulations Make more profitable decisions with Supply Chain Info Center Enable a demand-driven supply chain in real time with Enterprise Demand Sensing & Demand Signal Mgmt. Accelerate critical supply chain processes with Sales & Operations Planning Opportunities for Supply Chains Issues © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19
  • 20. What Does Demand Sensing Bring to Demand Management? Demand Sensing Tactical Demand Management Daily/weekly disaggregation by item/location 2 months Weekly/monthly aggregation 12-24 months Supported Business Processes: Ÿ Demand Input for Sales and Operations Planning Ÿ Enterprise Wide Forecasting Ÿ Tactical Planning Ÿ Supports Full Horizon Supply Planning Attributes: Ÿ Uses historical seasonal trend to predict weekly or monthly sales Ÿ Uses econometric models focused on historical sales Ÿ Input for tactical consumption, supply, production plans Supported Business Processes: Ÿ Finished Inventory Positioning and Distribution Ÿ Fulfillment Ÿ Packaging Ÿ Final Production and Assembly Attributes: Ÿ Uses multiple demand signals and order patterns to predict daily sales Ÿ Runs pattern recognition algorithms on optimal blend of current demand signals Ÿ Development of short-term demand plan © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20
  • 21. Improved Short Term Forecasts will Supercharge your supply chain! Deployment Planning Automatically adjust daily deployment plans based on daily demand patterns in SAP APO Supply Network Planning. Transportation Planning Automatically adjust daily deployment plans based on daily demand patterns in SAP APO Supply Network Planning. Inventory Optimization Feed SAP Enterprise Inventory and Service- Level Optimization with a more accurate forecast resulting in lower inventory requirements. Mid-Cycle S&OP Achieve Benefits with Your Data ü Improve Planner Productivity ü Reduce Expedites ü Improve Customer Product Availability ü Improve Planner Productivity ü Less guessing on transportation requirements ü Improve your Stock Transfer Orders ü Improve forecast accuracy ü Reduce Inventory Requirements ü Achieve High Service Levels ü Automatically keep your forecasts up to date ü Keep your supply plan in sync with your REAL demand View SAP APO Demand Planning with a refined forecast based on the latest demand signals. (Weekly or daily) © 2014 SAP AG or an SAP affiliate company. All rights reserved. 21
  • 22. EDS identifies optimal blend of inputs to calculate demand Adjustments Open order correction Predicted future bias correction Disaggregation Forecast patterns Shipment patterns Open order patterns Output Optimal blend • Daily outputs for execution systems • Aggregated weekly or monthly values for planning and reporting • Pattern Prediction • Forecast feed to SNP for improved deployment Optimal weighting Pattern recognition © 2014 SAP AG or an SAP affiliate company. All rights reserved. 22
  • 23. SAP Enterprise Demand Sensing What does SAP EDS offer: § Real-time supply chain responsiveness to demand signals § Granular forecasts that would traditionally have required an army of demand planners to generate § Frequent updates for enhanced deployment, logistics, and supply planning § Integration with your existing SAP systems to leverage IT investment § Embedded analytics and management by exception with a contemporary, mobile user interface § Rapid implementation and value capture © 2014 SAP AG or an SAP affiliate company. All rights reserved. 23
  • 24. SAP Supply Chain Control Tower
  • 25. SAP Supply Chain Control Tower Enable supply chain professionals to navigate, analyze and profitably manage the end-to-end supply chain in real-time • Increase on-time delivery performance to customer • Decrease overall inventory levels while reducing risk • Reduce supply chain cost • Increase supply chain agility Common questions faced How do I get visibility into my global supply chain performance? Where in my supply chain am I likely to face future problems? What are the fundamental drivers, or causes, of my performance? © 2014 SAP AG or an SAP affiliate company. All rights reserved. 25
  • 26. Challenge o Siloed data and processes, with no consistent view of the supply chain o Cannot identify delays and react in a timely manner o Missing extended visibility of the future plans combined with historical KPIs © 2014 SAP AG or an SAP affiliate company. All rights reserved. 26
  • 27. What are the 3 key differentiators for SAP Supply Chain Control Tower? Collaborate, communicate and monitor performance of the supply chain Visibility across internal and external planning and execution systems Quickly identify, evaluate impact and resolve supply chain problems © 2014 SAP AG or an SAP affiliate company. All rights reserved. 27
  • 28. A Day in the Life of a Global Supply Chain Manager Understand global supply chain status Identify the most important issues Analyze situation in more detail Collaborate with key people to fix that issue Do quick what-if analysis on how to resolve? © 2014 SAP AG or an SAP affiliate company. All rights reserved. 28
  • 29. Understand current supply chain status with flexible dashboards In one view you can see how your supply chain is being managed in most important aspects. § Provides historical and forward looking KPIs in a single view § Enables user configurable dashboards and analytics § Monetized impact of exception conditions © 2014 SAP AG or an SAP affiliate company. All rights reserved. 29
  • 30. Get an overview of the top critical situations World wide, end-to-end Quickly see exceptions along the value chain. For example: § In-house or external production shortfalls § Excess inventory situations © 2014 SAP AG or an SAP affiliate company. All rights reserved. 30
  • 31. Find out more with Custom Alerts providing context and priority Understand situation, impact on customers and analyze end-to-end material flow in context of alert © 2014 SAP AG or an SAP affiliate company. All rights reserved. 31
  • 32. Analyze the complex situations in more detail 3 2 By Location By Product Ability to quickly analyze situations at multiple levels of aggregation … KPIs and Key Figure data is always calculated on the fly by SAP HANA … flexible chart types 1 Demand Supply Situation on time dimension © 2014 SAP AG or an SAP affiliate company. All rights reserved. 32
  • 33. Make better decisions with flexible and fast scenario planning capabilities Perform what if scenario planning Evaluate and compare different scenarios © 2014 SAP AG or an SAP affiliate company. All rights reserved. 33
  • 34. Agree on path forward, initiate issue resolution, and monitor results Andrew Stock Global Inventory Manager @Gary: pls. re-distribute the APJ inventory looks good to APJ now! region where @Gary: Customer Many thanks Service for levels your help! need to be improved. @Elizabeth @ Josephine: we need to talk about plans for cw12 Josephine Carrier external Transportation Planner Elizabeth Factory external Supplier Gary Plan Replenishment Planner I re-distributed inventory to Singapore in SAP ü © 2014 SAP AG or an SAP affiliate company. All rights reserved. 34
  • 35. What are the 3 key differentiators for SAP Supply Chain Control Tower? Collaborate, communicate and monitor performance of the supply chain Visibility across internal and external planning and execution systems Quickly identify, evaluate impact and resolve supply chain problems © 2014 SAP AG or an SAP affiliate company. All rights reserved. 35
  • 36. Advanced end-user exception management definition Flexible alert conditions configurable by business users Monetized measures allows prioritization based on business impact © 2014 SAP AG or an SAP affiliate company. All rights reserved. 36
  • 37. Flexible model and KPI definition 37 SAP pre-delivered KPIs 20 generic SCM, e.g. Supply Shortage % 17 SCOR based, e.g. POF Delivery Date Accuracy Build your own KPIs Flexible Model for customer defined • Attributes • Hierarchies • Key Figures • Calculations © 2014 SAP AG or an SAP affiliate company. All rights reserved. 37
  • 38. Case and Task Management to resolve issues efficiently Enables exception tracking and task management for complex supply chain problems. § A case collects cause and effect information based on alerts or other identified data elements within Control Tower § Enables collaboration and task delegation with internal and external people § Powerful audit trail to see when, who and what has been done © 2014 SAP AG or an SAP affiliate company. All rights reserved. 38 <
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