Fight Recession Without Losing Soldiers

"Take care of your best people....this is not a time to lose your best soldiers.  You will need them when for the next fight when you emerge on the other side"
- Jack Welch, 
Former Chairman and CEO
Generic Electric

Whenever recession monster hits business world, conservative firms tend to  limit their  focus - cutting activity, people and partners. In such gloomy situations, stringent measures like pay cuts and lay-offs are  major controls usually exercised to minimise recession blues. Of course such hard decisions are inevitable for sustenance. Further, it is also tough to get going across troubled waters without loosing a few or more people. Apparently,  the top leadership takes hard decisions even before depression sets in. 

Exercising grave measures as first step to counter recession risks, is not good for industry, economy and public. It will turn counter-productive, dragging recession further. The recession-driven unemployment will extend the recession episode further.  The situation might turn still worse threatening sustenance even in limited form.  Hence, a prudent approach is required to fight recession in entirety.  Market and cost innovations should become the key pillars  for such an approach. While confining to core businesses, firms should selectively diversify / invest / focus  in promising avenues or segments, where their internal talent can fit into.  Investments should be made into recession-proof, allied and performing sectors to create sustained revenues  while employing smart ways to contain cost  -  eventually to meet payroll and other expenses. In a nutshell, a critical approach to contain recession is not right, but a balanced-growth from a holistic view helps conquer recession.

Transforming Shipping Logistics

While effective planning and control of logistics lay the foundation for smooth execution of supply chain processes, ‘transportation’ offers significant opportunities to maximize supply chain value. As a critical link in the supply chain, inbound and outbound shipping plays a vital role in executing both forward and reverse logistics operations.  Various issues and challenges call for transformation of  shipment logistics.


Managing transportation, particularly global shipment operations has become a critical & strategic business function for many vendors, manufacturers, distributors, online retailers and carriers. As global sourcing and distribution operations have increased manifolds, several supply chains have blown up in size and complexity  creating need for wider logistics networks and vendor relationships, making the transportation management increasingly complex. Simultaneously, supply chain and transportation executives are under immense pressure to keep transportation costs down in the face of rate increases and keep service levels up in the context of capacity constraints. Besides, gaining competitive edge through more effective shipping operations has become imperative.

In addition to the strategic and operational issues, confidential service contracting as an effect of deregulation in deep-sea transport has made vendor management and allocation more complicated. Besides, the rising security issues have put increased pressure on the shippers to uphold firm control over their supply chains. On the other hand, making transportation decisions which are highly significant for operational success  have become very difficult due to a lack of information and process standardization across the partners. In view of tight carrier capacities, increasing fuel prices, traffic congestions, dearth for drivers, rising security concerns, hours-of-service(HOS) constraints and increasing lead-time variability, collaborative ‘win-win’ transportation management relationships is emerging crucial for both shippers and carriers. In one of the recent issues of Supply Chain Digest, its readers have also expressed the same set above-discussed problems as today's logistics challenges and issues. Given these emerging challenges and concerns, it is indispensable for manufacturers, distributors, retailers and third party logistics (3PLs) to transform their transportation arena so that their shipping operations become more efficient, resilient, responsive and secured.


Best practices such as centralizing the load planning and shipping operations, mechanize the order consolidation process, taking greater control of inbound shipment and self-invoicing persist to drive value for the shippers. As managing the global transportation has become increasingly complex, retailers and manufacturers can embrace a holistic approach called ‘Transportation Resource Planning’ that redefines the processes (plan, optimize, execute and measure) and technology requirements, of shipping operations at regular intervals.

As noted earlier, various factors such as increasing transportation costs, under-utilization of truck capacities, driver shortages, increased security concerns, more trading partners, hours-of-service (HoS) constraints, and increasing lead-time variability are highlighting the need for the shipper, carrier and receiver to work closely. This creates the need for practicing collaborative transportation management (CTM) in three transaction areas that represent key opportunities for CTM viz., capacity procurement, inbound management and integrated movements, while it helps in weeding out shipping inefficiencies. Present-day web-based Transportation Management systems (TMS) are offering dynamic functionalities for managing transportation network and collaborative processes covering all modes of transportation with a global span.

Emergence of Internet has revolutionized transportation procurement landscape increasing the bidding efficiencies through standardization, and leveraging the analytical and decision support. Breakthrough capabilities in TMS are opening door to the truly integrated procurement, execution and analysis that ensures compliance and security. The next generation TMS will synchronize with other supply chain execution processes and systems in order to develop a holistic supply chain system. Further, adoption of workflow standards in TMS supports global shipping operations, with multi-country/multi-language support and, collaboration within the order-to-deliver/order-to-cash processes, while providing interoperability across systems. On the other hand, automatic vehicle locator (AVL) systems provide a real-time view of the vehicle route in addition to shipment or delivery status by using a blend of technologies such as Geographic Information System (GIS) and Global Positioning System (GPS). AVL across wide range of industries including banks offer a set of logistics applications ranging from vehicle tracking to pilferage control. Adoption of advanced AVL systems also verifies the misusage of trucks, checking adulterations and retrieving vehicles from rough terrain.

Marketing Social Change

Customary practices to sell pro social behaviors are not considerably successful so far. Scientific approach leveraging principles of management and marketing, promises social marketers the desired social change. 

Detrimental human behaviors trigger a strong need for massive social change. Social change involves in bringing about attitudinal, behavioral and cultural changes amongst the masses. But how do we do this? Who are the key players? Age-old practices like educational programmes, traditional methods like mass communication and conventional media like radio, television, etc. were predominantly used for changing specific groups/communities. Although these programmes are not cost-effective as desired, they were successful to some extent. They’ve (most), however, failed to inculcate desirable social behaviors. Customary practices and mechanisms being used for social campaigns lack several important elements that are prerequisites for selling desired behavior(s) viz., effective communication and change management. Professional approach was rarely practiced. Firstly, most social awareness programmes didn’t apply the principles of communication and management. Secondly, marketing principles and practices that would have helped sell behavioral changes effectively were almost absent. But, social organizations yet have the option to use management practices for their social campaigns.  

Art of Selling ‘Change’ 

Social organizations and Govt., departments concerned have to assume the role of a marketer, think like a marketer and act like a marketer by applying marketing principles in all their social change endeavors. This approach leverages marketing practices such as marketing mix, market research, consumer behavior, branding, target marketing, promotion mix, media research and planning, celebrity endorsement, multi-cultural marketing, etc. 

Social marketing yields a significant influence in the behavior of people.  t has been practiced across the world for more than thirty years in the fields of public health, environmental protection and political marketing with considerate success. This technique has been under extensive practice by United Nations (UN) and other NGOs such as Public Service International (PSI) for marketing their international health programmes aimed at preventing and controlling HIV/AIDS, Tuberculosis (TB), etc. 

Non-business enterprises like NGOs and Govt., departments have tried using ‘social marketing’ in the areas of drug abuse, family planning, organ donation, etc.  For instance, Washington-based Population Services International (PSI), a leading non-profit social marketing firm, through its ‘clever and culturally sensitive’ promotional initiatives was able to increase the condom sales in Myanmar from 2.6 million in 1996 to 40 million by 2005. PSI designed a marketing campaign that involved a customized marketing mix. The marketing mix largely constituted a brand name and image that could gel with the conservative local population; package design – ‘silhouette of a couple at sunset under a palm tree’; use of Burmese language for the brand name and instructions to make the product more familiar to the local population (however later changed to English); and offering quality products at an affordable price.  With the support of huge international funds, PSI launched a massive condom-marketing programme carrying its advertisements on billboards and privately owned magazines. To generate brand familiarity and increase its brand recognition, PSI approached a leading Myanmar-based marketing agency to develop its own advertising mascot. To further promote general awareness about AIDS and use of condoms, PSI produced two television serials and two feature films and also began sponsoring TV shows like sports talks and English League matches. With a mission to reach every town and big village, PSI built its own national sales network instead of the commercial distribution system. It has its own full-time sales representative team of 28 persons and a wholesaler base of 50. Further, PSI targeted the pharmaceuticals, hospitals and small retail shops to sell its products. To reach small villages and towns, where a majority of its target population resides, PSI made its products available through various non-traditional outlets like betel nut stalls, massage parlours, guesthouses and barber shops. To increase its market, PSI diversified its product mix by innovating on the existing product to make it more appealing to consumers. As part of this, it has introduced banana and strawberry flavoured condoms.



Developing a Business Case for WMS



An illustrative business case that analyses both quantitative cost justifications and qualitative intangible benefits can help understand how implementation of WMS solution can make a difference. Deploying WMS results in reduced operational costs of various categories such as inventory, shipping, labor, space, etc., and thereby cutting down the total cost of operations (TCOp).  Let us analyze the cost savings usually realized through WMS solution that impacts the TCOp and RoI, along four different dimensions, viz., productivity, inventory accuracy, shipping efficiency, space utilization.


Labor Productivity

Warehouse labor cost savings realized through the implementation of WMS is the major contributor for the reduction of total cost of operations (TCOp) and quick realization of ROI. Each process of the warehouse has to be analyzed thoroughly against the projected time/cost to get the true picture of the labour cost savings. As the use of WMS results in improved labour efficiency, most of the material handling activities such as receiving, put-away, picking, shipping, etc., can be completed within the standard working time avoiding the need for overtimes. Due to system directed execution of operations, time spent on identifying and planning the activities that are to be done is minimized, while time taken to locate, travel and perform the activity also reduces increasing the direct labour productivity. Use of auto id technologies that automatically captures data, such as barcode readers, radio frequency (RF) eliminates paperwork and the data entry activities. Further with the cross-docking ability, WMS eliminates the need for put away, storing and picking operations so that labor resources can be effectively used for other activities.

By the way of improvements in the productivity around 20 per cent, the direct labor will cost much lesser than earlier. Similarly, indirect and administrative labor costs also reduce as the supervisors and clerical staff productivity improves by about 30 and 70 per cent respectively. As the supervisors can proactively plan the day-to-day operations very easily with WMS, they can focus on other activities. Efficiency of clerical staff also improves with the data integrity maintained by WMS, while elimination of paper work avoids handling and managing volumes of paper.

 Inventory Accuracy 

Lack of true inventory status information leads to over or under stocking, missed sales opportunities, reduced labor productivity, affected customer service levels, etc. Inaccurate inventory data loses the confidence on the warehouse and leads to excess purchases than required to ensure against stock outs. This way additional capital is tied up with the excess inventory and also affects the warehouse capacity.

Warehouse Management System (WMS), with its capabilities such as auto data capturing, cycle counting and self-checking, provides almost accurate inventory data at any time. It improves the material handling and purchasing activities reducing the safety stock requirements. As WMS provides credible inventory information, warehouse managers make informed purchasing that will avoid excess stock keeping. In these ways, the overall inventory level reduces usually by 5 – 20 %. Besides, better visibility into inventory may increase the capability to shift book value to the suppliers.

Inventory reductions convert into costs savings in several ways. Reduced inventory means reduced capital tied up in the inventory, which obviously is the lower interest payment. On the other hand, minimized inventory levels results in reduced warehouse space needs decreasing the space or carrying costs. Further, the risks such as obsolescence and damages are minimized, while reducing the need for inventory write-offs. Thus, deployment of WMS results in the reduction of working capital requirements and associated costs, carrying costs, cost of risks and inventory write-off costs.

Shipping Efficiency

Errors in outbound shipments can cost the warehouse very much, while delays in shipping/receiving results in the detention charges. Most often, the shipments are expedited to cover their delays, which involve in additional freight and labor costs. Inaccurate shipments ultimately lead to return processes adding the restocking and return freight costs.

In a warehouse with WMS, the accuracy of shipments increases as it provides capabilities such as automated order complete verifications, shipment loading confirmations, etc. As the accuracy and timeline performance of shipping activity improves with the use of WMS, the chances of first time correct order shipment increases. Obviously the volume of orders returned due to incorrect shipment also decreases.

With enhanced accuracy and timely shipment, all the associated costs reduce significantly. Most importantly, the detention charges levied due to delayed shipments decreases. Similarly, other costs such as expedited order costs and returns management costs are also minimized or eliminated.

Space Utilization Savings

One of the significant factors contributing to the reduction of warehouse operating expense is the space utilization. Mis-managed inventory may often create the need for additional storage requirements, which is mostly outsourced. Usually outside storage space can’t be available on demand.  It has to be leased out on certain cost for the predetermined period, irrespective of its utilization. When outside storage space is leased, along with the cost of lease other costs such as insurance and transportation costs are involved.

As WMS improves the space utilization, the need for outside storage capacity reduces, proportionately cutting down the associated costs. Usually the cost of lease, insurance and transportation associated with it is eliminated or reduced. Even the associated labour costs are reduced as the volume of stocking or unstocking and the need for transporting the inventory back and forth are minimized.

Apart from above-highlighted quantifiable benefits, other qualitative benefits such as improved customer service, increased customer satisfaction levels, employee satisfaction, etc., add to the savings in terms of reducing the operating expense or optimization of warehouse value.  With fast pack back period, WMS optimizes the returns on investments, while increasing the sales and employee retention.


Firms seeking to implement WMS solutions should assess their warehouse processes and identify WMS that meets both current and future requirements. As the return potential of WMS depends on the scope and size of operations involved, a specific project study should be undertaken either by engaging a project consultant or setting up an internal team. 

Future of Multi-Sourcing: Will it Change the Outsourcing Outlook?



With giant firms like ABN Amro, General Motors, Nissan, Procter & Gamble (P&G), etc., from banking, automobile and other major industries opting to outsource their IT functions to multiple vendors, multi-sourcing is slowly gaining traction as a mainstream outsourcing model. Despite several challenges involved, businesses will seek to go with multi-vendor strategy due to the increasing pressures from shareholders to improve bottom line performance. As ‘sole-sourcing’ doesn’t look promising for speedy growth, multi-sourcing strategy is the alternate option to pursue. Though firms would be reluctant initially due to complexity involved in integrating and managing multiple vendors, best practices such as operational level agreements (OLAs), Responsible-Accountable-Consulted-Informed (RACI) matrix, guardian vendor, etc., and the availability of more sophisticated technology with good ROI, are expected to build confidence to pursue this model.

Multi-sourcing will be predominantly adopted in outsourcing projects whose contracts are set to expire in next few years. New outsourcing projects will also opt for multiple vendors as the early adopters become successful. But the corporate world will not give up viewing ‘multi-sourcing’ as an alternate model and would keep watching it while exploring new avenues. As it emerges successful, the practice will be spread to other functions such as HR, Marketing, etc., instead confining to IT outsourcing. The chances to go the multi-sourcing way are very high in case of high-end, mission-critical outsourcing tasks, like knowledge and transformation services. However, ‘access to multiple specialists or expertise’ will be the key reason for opting multi-sourcing in transformation services.

Ultimately, ‘multi-sourcing’ is expected to transform the outlook of global outsourcing as subscribing to multi-vendor creates several ‘mini markets’ or ‘internal markets’ for firms across the world. This would rather make the situation more complex and intimidating for the service providers to manage multiple clients and sustain across those ‘mini markets.’ Service providers will focus on building their competitiveness and may even tend to provide value-added services to their clients. Eventually, it may result in acquisition of small service providers by the big players in order to retain their businesses. In essence, multi-sourcing would result in streamlining and consolidating the global outsourcing industry where only the giant players may remain offering multiple services.

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