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1、Chopra5thedition–BlueNileandDiamondRetailing–CaseStudyThelearningobjectivesofthecaseareto(1)understandthelinkbetweensupplychainstructureandfinancialperformance,(2)identifykeydriversofsupplychainperformanceandhowtheyaffectafirm'sabilitytorespondduringperiodsofstrongorweakdemand,and(3)
2、developthealignmentbetweensupplychainstructureandstrategicpositionforafirm.Tothisend,thecasehighlightsthesupplychainstructuresandperformancesofthreefirmsinthediamondretailingindustry:BlueNile,Zales,andTiffany.BlueNile’ssupplychainstructureisgearedtowardapurecentralizede-business;Zale
3、ssellsmerchandiseprimarilythroughstoresbutrecentlyaddedanonlinechannel;andTiffanyalsousesanonlinechannelbutmostofitsdiamondandotherhigh-endproductsaresoldthroughstores.Thecaseisdesignedtofosterdiscussionofthethreesupplychainstructuresandencouragestudentstoevaluatethefirms’performance
4、intermsofcomponentsofcustomerservicesuchasresponsetime,productvariety,productavailability,customerexperience,ordervisibility,andreturnability,coupledwithcostfactorsthatincludeinventory,transportation,information,andfacilities.1.Whataresomekeysuccessfactorsindiamondretailing?HowdoBlue
5、Nile,Zales,andTiffanycompareonthosedimensions?Aswithmostretailing,thekeysuccessfactorsindiamondretailingcanbemeasuredbycustomerservicefactorsandcostfactors.Giventhevariedsupplychaincomponentsandsupplychaincosts.BlueNilehasadistinctadvantageinproductvarietyandproductavailabilitysincec
6、ustomerscan“buildtheirownring”bychoosingfromaninventoryofabout75,000stones.CustomerspurchasingatTiffanyand,untilrecently,atZaleshavebeenlimitedtotheinventoryavailableatthestore.Customerswhoarecomfortablemakinglargepurchasesonlinewillfindthelow-pressurepurchasingexperienceatBlueNile,s
7、upportedbytheeducationalWebsite,salariedsalessupport,andthirty-dayreturnguarantee,appealing.Giventhatthejewelryismadetoorder,clientsatBlueNilemustbewillingtowaittoreceivetheirorders,unlikeatTiffanyorZales.TheTiffanybrandisverystrongandwellestablished.Itisassociatedwithglamour,trust,a
8、ndcustomerse