Caso Super Dry

Target:

Analyze the case and identify the importance of good planning prior to the internationalization of a brand or negotiation with another company.

Procedure:

• Read the case

• Analyze the problem and the solutions that take the company

• Give our finding

Results:

Superdry is a company of fashion retailer which operates in several channels in different markets, the company presented a problem in its supply chain, and a deficiency in the service provided to franchisors, making the brand was not achieving its objectives and, their monetary and time costs were excessive, so that the brand had more losses than earnings.

Involved in the problem of the supply chain I can see the routes of the products and the volume of these, which lost much time in their transportation which meant higher costs, so you can see the company did not have a plan logistics well posed because its franchisees had no adequate service and therefore the final consumers were not satisfied, in addition to this, the company did not seem to have a manual of procedures since the steps from manufacturing to distribution and sale of products not seem efficient which makes me think that in addition to losses in time and money also lost human talent, unable to properly distribute tasks probably causing bottlenecks in orders and deliveries of goods to different customers.

Another problem that could assume existed in the company is that the absence of a proper flow of goods in their stores causing an excess in their inventories, resulting in storage costs and custody to keep all the detained goods, diverting the profits to areas not are needed.

The solution they took was moving transportation routes of products, instead of sending from Thailand to Belgium, did Thailand to Hong Kong taking this as headquarters for distribution thanks to its location, low costs and different routes by which the goods could be sent, but in addition to this decision, taken at All Port Cargo Services not as a supplier but as part of the team Superdry, which was responsible for the reception of products, sorting and packaging themselves to be correctly routed to their different destinations maintaining a constant throughout the supply chain flow.

Thanks to the solution the company decreased transportation costs, the time of delivery of the goods to the various franchisees, increased availability of products in store in addition to achieving the objectives of the company in a more efficient way and optimizing all resources available from the company. On the other hand I also believe that the company save money in terms of human capital costs, because instead of having more staff than they needed, distributed

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