{"id":10187,"date":"2024-07-30T20:52:01","date_gmt":"2024-07-30T20:52:01","guid":{"rendered":"https:\/\/optibizadria.eu\/?p=10187"},"modified":"2024-07-30T21:04:44","modified_gmt":"2024-07-30T21:04:44","slug":"dizajn-distribucijske-mreze-kljuc-uspjesnog-upravljanja-opskrbnim-lancem-1-3-dio","status":"publish","type":"post","link":"https:\/\/optibizadria.eu\/en\/savjeti\/dizajn-distribucijske-mreze-kljuc-uspjesnog-upravljanja-opskrbnim-lancem-1-3-dio\/","title":{"rendered":"Dizajn distribucijske mre\u017ee: Klju\u010d uspje\u0161nog upravljanja opskrbnim lancem (1\/3 dio)"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"10187\" class=\"elementor elementor-10187\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0ee797a elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"0ee797a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9c835fa\" data-id=\"9c835fa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-52aac8f elementor-widget elementor-widget-text-editor\" data-id=\"52aac8f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Jedan od najva\u017enijih segmenata u Supply Chain Managementu (SCM) odnosi se na dizajn distribucijske mre\u017ee. Glavni zadatak SCM-a je na najekonomi\u010dniji i najbr\u017ei na\u010din isporu\u010diti proizvode kupcu, \u0161to uklju\u010duje nabavku repromaterijala, njegovu dopremu u proizvodnju, sam proizvodni proces i na kraju distribuciju. Kao \u0161to se mo\u017ee vidjeti, izme\u0111u svake od ovih to\u010daka u SCM-u postoji odre\u0111ena uloga distribucije, bez obzira radi li se o ulaznoj (inbound) ili izlaznoj (outbound) logistici.<\/p><p>Svaka od ovih aktivnosti izravno utje\u010de na tro\u0161ak proizvoda. Kada se na ove tro\u0161kove dodaju tro\u0161kovi skladi\u0161tenja robe i manipulacije istom, performanse cijelog opskrbnog lanca promatramo kroz koncept vi\u0161ka opskrbnog lanca (Supply Chain Surplus):<\/p><p><em><u>Supply Chain Surplus = Vrijednost za kupca \u2013 Tro\u0161kovi lanca opskrbe<\/u><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fe28be3 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"fe28be3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-340cdf3\" data-id=\"340cdf3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-48ea071 elementor-widget elementor-widget-heading\" data-id=\"48ea071\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Vrijednost za kupca: percepcija i realnost<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fc19325 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"fc19325\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b926869\" data-id=\"b926869\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a499068 elementor-widget elementor-widget-text-editor\" data-id=\"a499068\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u0160to predstavlja vrijednost za kupca? To je maksimalni iznos koji je kupac spreman platiti za odre\u0111eni proizvod ili uslugu. Ovaj parametar je vrlo te\u0161ko izra\u010dunati s aspekta skupine, budu\u0107i da se svaki kupac razlikuje, a tako\u0111er se i kontekst potrebe za proizvodom mijenja, \u0161to utje\u010de na percepciju vrijednosti proizvoda.<\/p><p>Vrijednost za kupca mo\u017ee odra\u017eavati percepciju kvalitete, usluge i koristi koje taj proizvod ili usluga pru\u017eaju. U ovom kontekstu mo\u017eemo uklju\u010diti jo\u0161 jedan koncept koji se izu\u010dava u <em>welfare economy<\/em>, a to je potro\u0161a\u010dki vi\u0161ak (Consumer Surplus).<\/p><p>Potro\u0161a\u010dki vi\u0161ak mo\u017eemo objasniti kao razliku izme\u0111u maksimalne cijene koju je potro\u0161a\u010d spreman platiti i stvarno pla\u0107ene cijene. Primjerice, ako je kupac spreman platiti 100 eura, a proizvod plati 80 eura, potro\u0161a\u010dki vi\u0161ak za kupca iznosi 20 eura.<\/p><p>Jednostavno re\u010deno, consumer surplus predstavlja razliku izme\u0111u percipirane vrijednosti i stvarno pla\u0107ene cijene.<\/p><p>Kompanije \u010desto koriste popuste kako bi pove\u0107ale consumer surplus kod kupaca. Potro\u0161a\u010di tada do\u017eivljavaju ve\u0107i consumer surplus (&#8220;Jesam jeftino platio ovaj proizvod, a jo\u0161 je dobar brand&#8221;), gdje kupuju proizvode po cijenama ni\u017eim od onih koje su spremni platiti. To se \u010desto doga\u0111a tijekom rasprodaja brendirane odje\u0107e. Tako\u0111er, consumer surplus je \u010dest pri kupovini novih tehnolo\u0161kih proizvoda (novi modeli telefona ili \u0161iroka lepeza telefona jednog proizvo\u0111a\u010da), gdje se consumer surplus mo\u017ee ogledati i u novim mogu\u0107nostima i funkcijama novih proizvoda.<\/p><p>Naravno, prodava\u010di poku\u0161avaju smanjiti consumer surplus konceptom diskriminacije cijena, ali to ne\u0107e biti tema ovog bloga.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-abc3cca elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"abc3cca\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3074987\" data-id=\"3074987\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb5d8ef elementor-widget elementor-widget-heading\" data-id=\"eb5d8ef\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Usporedba potro\u0161a\u010dkog vi\u0161ka i vi\u0161ka opskrbnog lanca<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1710b6b elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"1710b6b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b743c89\" data-id=\"b743c89\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f774b91 elementor-widget elementor-widget-text-editor\" data-id=\"f774b91\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>U na\u0161oj jednad\u017ebi vezanoj za supply chain surplus, imamo i tro\u0161kove lanca opskrbe koji uklju\u010duju sve tro\u0161kove povezane s proizvodnjom, transportom, skladi\u0161tenjem i distribucijom, od po\u010detnog dobavlja\u010da do krajnjeg kupca. Ovi tro\u0161kovi obuhva\u0107aju direktne i indirektne tro\u0161kove, tro\u0161kove rada, materijala te tro\u0161kove upravljanja i odr\u017eavanja lanca opskrbe.<\/p><p>Razlika izme\u0111u potro\u0161a\u010dkog vi\u0161ka (consumer surplus) i vi\u0161ka opskrbnog lanca (supply chain surplus) je zna\u010dajna. Potro\u0161a\u010dki vi\u0161ak se fokusira na korist ili dobit koju ostvaruje potro\u0161a\u010d, dok se vi\u0161ak opskrbnog lanca bavi ukupnom u\u010dinkovito\u0161\u0107u lanca opskrbe u stvaranju vrijednosti iznad ukupnih tro\u0161kova lanca. Vi\u0161ak opskrbnog lanca promatra ukupnu korist s perspektive proizvo\u0111a\u010da i pru\u017eatelja usluge, usmjeravaju\u0107i se na optimizaciju tro\u0161kova i pove\u0107anje ukupne vrijednosti za kupca unutar cijelog lanca opskrbe. Upravo zbog toga je klju\u010dno pratiti metrike samog upravljanja opskrbnim lancem (SCM).<\/p><p>Metrike u SCM-u koje prate ukupnu u\u010dinkovitost lanca opskrbe se na kraju iskazuju kroz vi\u0161ak opskrbnog lanca, \u0161to mo\u017ee izravno utjecati na potro\u0161a\u010dki vi\u0161ak jer utje\u010de na cijenu koju krajnji korisnik pla\u0107a. Oba koncepta se, izme\u0111u ostalog, mogu promatrati kroz prizmu ukupnog tro\u0161ka vlasni\u0161tva (total cost of ownership) i upravljanja vrijedno\u0161\u0107u za kupca (customer value management). Za detaljnije razumijevanje ovih koncepata, preporu\u010dujemo knjigu autora <strong><em>Martina Christophera: &#8220;Logistics &amp; Supply Chain Management&#8221;.<\/em><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1698087 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"1698087\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ee4b58\" data-id=\"9ee4b58\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a0df1d5 elementor-widget elementor-widget-heading\" data-id=\"a0df1d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Va\u017enost dizajna opskrbnog lanca<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-04b5e04 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"04b5e04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-52c4298\" data-id=\"52c4298\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-68c4d58 elementor-widget elementor-widget-text-editor\" data-id=\"68c4d58\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Za\u0161to potenciramo ova dva koncepta u ovom blogu? Da bismo mogli pratiti u\u010dinkovitost opskrbnog lanca, potrebno ga je promatrati s aspekta dizajna i upravljanja tokovima opskrbnog lanca (proizvoda, informacija i financija). Ako promatramo velike kompanije na globalnoj razini, poput Amazona, primijetit \u0107emo da je dizajn njihovog opskrbnog lanca na superiornoj razini. Planiranje i operacije su dovedene gotovo do savr\u0161enstva kako bi kupci mogli dobiti proizvod u vremenu za koje su spremni platiti najvi\u0161u cijenu (zadovoljavaju\u0107i tako potro\u0161a\u010dki vi\u0161ak u njihovim glavama), dok s druge strane ostavlja prostor Amazonu da kroz razli\u010dite opcije izlaznog transporta utje\u010de na tu odluku putem raznih opcija dostave.<\/p><p>Iz ovog razloga, svaka kompanija koja zadovoljava odre\u0111ene potrebe kupaca s proizvodima iz svoje proizvodnje ili se nalazi u lancu opskrbe kao distributer ili trgovac na malo, mora krenuti od svoje konkurentske strategije pri dizajniranju opskrbnog lanca.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b34af04 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"b34af04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a29658f\" data-id=\"a29658f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9328f5b elementor-widget elementor-widget-heading\" data-id=\"9328f5b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Konkurentska strategija<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7dd9681 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"7dd9681\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c5ec6c\" data-id=\"8c5ec6c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39196bb elementor-widget elementor-widget-text-editor\" data-id=\"39196bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Konkurentska strategija je pristup koji organizacija koristi kako bi ostvarila prednost u odnosu na svoje konkurente na tr\u017ei\u0161tu. Cilj strategije je identificirati i zadovoljiti potrebe kupaca na na\u010din koji je bolji ili druga\u010diji od konkurencije. Za uspje\u0161nu strategiju potrebno je:<\/p><ol><li>Razumijevanje tr\u017ei\u0161ta s aspekta potreba i kupovnog pona\u0161anja potro\u0161a\u010da<\/li><li>Poznavanje konkurentskih prednosti i slabosti<\/li><li>Prilago\u0111avanje proizvoda i usluga kako bi se zadovoljile potrebe kupaca<\/li><\/ol><p><strong>Primjeri konkurentskih strategija<\/strong><\/p><p>Walmart-ova strategija ogleda se u visokoj dostupnosti \u0161irokog spektra proizvoda koji imaju zadovoljavaju\u0107u kvalitetu ali s niskim cijenama. Strategija liderstva u tro\u0161kovima fokusira se na minimiziranje tro\u0161kova proizvodnje i distribucije kako bi se ponudili proizvodi po najni\u017eoj cijeni. Svaka konkurentska strategija definira i dizajn supply chain-a, a na kraju direktno utje\u010de i na\u00a0 politike zaliha o kojima smo pisali u na\u0161im prethodnim blogovima.<\/p><p>Na suprotnoj strani Walmart-ove strategije liderstva u tro\u0161kovima, imamo strategiju Apple-a koja se odnosi na diferencijaciju. Obzirom da se Apple fokusira na inovacije i razvoj, proizvodi koje nudi Apple su prepoznatljivi po tehnolo\u0161kim dostignu\u0107ima i elegantnom dizajnu. Apple-ova strategija bazira se na visokim cijenama jer percepcija kupaca prema proizvodima jeste da su to proizvodi koji odra\u017eavaju kvalitetu i presti\u017e. Ova percepcija kupaca prema proizvodima potpomognuta je prodajnim lancem kompanije gdje se proizvodi prodaju u posebno dizajniranim Apple prodajnim mjestima.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e04ce21 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"e04ce21\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e9960e\" data-id=\"4e9960e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cc4486d elementor-widget elementor-widget-image\" data-id=\"cc4486d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"661\" src=\"https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-1024x661.jpg\" class=\"attachment-large size-large wp-image-10190\" alt=\"\" srcset=\"https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-1024x661.jpg 1024w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-300x194.jpg 300w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-768x496.jpg 768w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-1536x992.jpg 1536w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/demand-supply-decision-choice-arrow-word-2048x1323.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0e0daee elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"0e0daee\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7b2c280\" data-id=\"7b2c280\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a15e826 elementor-widget elementor-widget-heading\" data-id=\"a15e826\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Strategija opskrbnog lanca: optimizacija od nabave do isporuke<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7880692 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"7880692\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0faa7fa\" data-id=\"0faa7fa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e1547e6 elementor-widget elementor-widget-text-editor\" data-id=\"e1547e6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Strategija opskrbnog lanca je pristup koji kompanija koristi za u\u010dinkovito upravljanje svim aspektima svog lanca opskrbe, od procesa nabave sirovina do isporuke gotovih proizvoda krajnjim kupcima. Ciljevi ove strategije uklju\u010duju:<\/p><ol><li>Optimizaciju tro\u0161kova<\/li><li>Pobolj\u0161anje kvalitete<\/li><li>Skra\u0107ivanje rokova isporuke<\/li><li>Pove\u0107anje fleksibilnosti<\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e5ef4bb elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"e5ef4bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-db04b1b\" data-id=\"db04b1b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-806c56e elementor-widget elementor-widget-heading\" data-id=\"806c56e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Strate\u0161ki fit izme\u0111u konkurentske i Supply Chain strategije<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a53c9d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"a53c9d1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-661309c\" data-id=\"661309c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-104981a elementor-widget elementor-widget-text-editor\" data-id=\"104981a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Kompanije uvijek moraju promatrati i konkurentsku i Supply Chain strategiju kroz svoj vrijednosni lanac (value chain). I jedna i druga strategija ovise o kompanijskim i outsource-anim procesima, aktivnostima i odlukama koje kompanija donosi u odnosu na na\u010din prodaje proizvoda (kroz svoj retail ili kroz distributivnu mre\u017eu), isporuka vlastitim dostavnim vozilima ili outsourcing kompanijama. Tako\u0111er, sales i marketing tim moraju imati svoju prodajno-marketin\u0161ku strategiju koja jasno diferencira ili segmentira tr\u017ei\u0161ta \u0161to opet kada se vrati u value chain, afektira dizajn Supply Chain-a.<\/p><p><strong>Primjeri promjene strategije<\/strong><\/p><p>Dell-ova strategija prodaje PC-a u po\u010detku je bila bazirana na direktnoj komunikaciji s tr\u017ei\u0161tem. Izme\u0111u Dell-a i kupaca nije postojao posrednik, ve\u0107 su kupci mogli direktno naru\u010diti proizvode koje bi kasnije dobili na ku\u0107nu adresu. Ovakva prodajna strategija omogu\u0107avala je Dell-u da personalizira proizvode prema \u017eeljama kupaca.<\/p><p><strong>Prilagodba Supply Chain-a<\/strong><\/p><p>Dell-ova prodajna strategija zahtijevala je specifi\u010dan dizajn supply chain-a, kao i posebne politike zaliha. <em>Lead time<\/em> za kupca nije bio prioritet jer se radilo o personalizaciji. Me\u0111utim, s pove\u0107anjem konkurencije na tr\u017ei\u0161tu i padom cijena komponenti za PC, ovaj pristup prodaji i tro\u0161kovima supply chain-a postao je preskup za Dell. Kao odgovor na ove promjene, Dell je promijenio svoju prodajnu strategiju i po\u010deo prodavati proizvode putem reselera. Dell-ovi laptopi i PC-ijevi su se tada mogli kupiti u trgovinama poput Walmart-a. Personalizacija kompjutera prestala je biti jedna od konkurentskih strategija Dell-a; umjesto toga, definirani su proizvodi s istim karakteristikama koji su se mogli kupiti u svim dijelovima svijeta.<\/p><p><strong>Apple-ova strategija<\/strong><\/p><p>Dok je Dell promijenio svoju strategiju, Apple je zadr\u017eao svoju originalnu strategiju diferencijacije. Njihovi proizvodi su se uvijek mogli kupiti u posebno dizajniranim Apple prodajnim mjestima, a kasnije i online, s odre\u0111enim rokom isporuke.<\/p><p><strong>Potreba za prilagodbom strategije<\/strong><\/p><p>Iz ovih primjera jasno je da kompanije moraju stalno redefinirati svoju strategiju u skladu s promjenama na tr\u017ei\u0161tu i o\u010dekivanjima kupaca. Kupci postaju sve zahtjevniji, a zbog velike konkurencije o\u010dekuju da njihov consumer surplus bude \u0161to ve\u0107i. Ovo predstavlja veliki izazov za kompanije, posebno u kontekstu makroekonomskih kretanja i doga\u0111anja na politi\u010dkoj sceni koja direktno utje\u010du na globalni supply chain.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f967742 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"f967742\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a8e22b0\" data-id=\"a8e22b0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7770d94 elementor-widget elementor-widget-heading\" data-id=\"7770d94\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Upravljanje nabavkama i dobavlja\u010dima<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c9672d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"c9672d9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-904d476\" data-id=\"904d476\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28621b1 elementor-widget elementor-widget-text-editor\" data-id=\"28621b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>U ovom kontekstu, vrlo je va\u017eno voditi ra\u010duna o upravljanju nabavkama i dobavlja\u010dima. Svaki dizajn SCM-a mora uzeti u obzir da je lead time u skladu s o\u010dekivanjima kupaca. S obzirom na ote\u017eana kretanja i disrupciju u globalnim dobavnim mre\u017eama, kompanije moraju biti agilne i operativno odgovoriti kako ne bi do\u0161lo do manjka ili nestanka proizvoda u njihovom lancu dobave. Ukoliko se disrupcija kontinuirano nastavi i postane \u201cnova realnost\u201d, kompanije \u0107e morati redizajnirati svoj SCM i svoj odnos prema kupcima kako bi zadr\u017eale lojalnost kupaca.<\/p><p><strong>\u00a0<\/strong><strong>\u00a0<\/strong><\/p><p><strong>Strate\u0161ki fit izme\u0111u konkurentske i Supply Chain strategije<\/strong><\/p><p>Shodno prethodno navedenom, kompanije moraju posti\u0107i strate\u0161ki fit izme\u0111u konkurentske i Supply Chain strategije. Strate\u0161ki fit posti\u017ee se razumijevanjem kupaca i nesigurnosti u supply chain-u, razumijevanjem sposobnosti lanca dobave i analizom gdje dolazi do neuskla\u0111enosti izme\u0111u ove dvije strategije.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8864672 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"8864672\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dfb3d8f\" data-id=\"dfb3d8f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-54450a4 elementor-widget elementor-widget-heading\" data-id=\"54450a4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Razumijevanje nesigurnosti u Supply Chain-u<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3fe58b8 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"3fe58b8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-61acd41\" data-id=\"61acd41\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c6c5503 elementor-widget elementor-widget-text-editor\" data-id=\"c6c5503\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Kada govorimo o razumijevanju potreba kupaca za kompanijskim proizvodima i svim nesigurnostima u lancu nabave, uvijek se referiramo na segmentaciju kupaca kako bi se mogle promatrati njihove potrebe u odnosu na nesigurnosti koje vladaju u lancu dobave. Nesigurnosti u supply chain-u mogu uklju\u010divati:<\/p><p>&#8211; <u>Fluktuacije potra\u017enje:<\/u> Nagli ili neo\u010dekivani porast ili pad potra\u017enje za proizvodima koji mogu ote\u017eati planiranje proizvodnje i distribucije.<\/p><p>&#8211; <u>Promjene u dostupnosti sirovina:<\/u> Problemi s nabavkom klju\u010dnih sirovina zbog prirodnih katastrofa, politi\u010dkih problema ili ekonomskih sankcija.<\/p><p>&#8211; <u>Varijacije u transportnim vremenima:<\/u> Ka\u0161njenja u isporuci zbog prometnih zastoja, vremenskih uvjeta ili carinskih procedura.<\/p><p>&#8211; <u>Poreme\u0107aji u proizvodnji:<\/u> Zastoje u proizvodnom procesu zbog kvarova na opremi, nedostatka radne snage ili drugih neo\u010dekivanih problema.<\/p><p>&#8211; <u>Financijske nesigurnosti:<\/u> Promjene u valutnim te\u010dajevima, kamatnim stopama ili dostupnosti kredita koje mogu utjecati na tro\u0161kove i financijsku stabilnost kompanije.<\/p><p>\u00a0<\/p><p><strong>Segmentacija kupaca i Supply Chain<\/strong><\/p><p>Segmentacija kupaca igra klju\u010dnu ulogu u oblikovanju u\u010dinkovitog opskrbnog lanca. Ona omogu\u0107ava kompanijama da preciznije sagledaju potrebe razli\u010ditih skupina kupaca u kontekstu rizika i nesigurnosti koje vladaju u lancu opskrbe. Ovaj pristup poma\u017ee u:<\/p><ol><li>Definiranju zahtjeva za vrijeme isporuke<\/li><li>Utvr\u0111ivanju tro\u0161kova u lancima opskrbe<\/li><li>Odre\u0111ivanju optimalnih razina sigurnosnih zaliha (safety stock)<\/li><\/ol><p>Ovi elementi izravno utje\u010du na zalihe koji kompanija treba financirati kako bi uspje\u0161no zadovoljila potrebe razli\u010ditih segmenata potro\u0161a\u010da. Na temelju ovih ulaznih parametara, kompanije dizajniraju tok opskrbnog lanca (supply chain flow).<\/p><p>Klju\u010dno je da kompanija razumije koji \u0107e dizajn opskrbnog lanca naju\u010dinkovitije zadovoljiti potrebe kupaca, istovremeno optimiziraju\u0107i tro\u0161kove i resurse. Ovaj balans izme\u0111u zadovoljstva kupaca i operativne u\u010dinkovitosti klju\u010dan je za dugoro\u010dni uspjeh i konkurentnost tvrtke na tr\u017ei\u0161tu.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-52ac5da elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"52ac5da\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e90cfd9\" data-id=\"e90cfd9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbd2acd elementor-widget elementor-widget-heading\" data-id=\"bbd2acd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Efikasnost i odzivnost (responsiveness) Supply Chain-a<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-95c5e7d elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"95c5e7d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a133f85\" data-id=\"a133f85\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e2a010 elementor-widget elementor-widget-text-editor\" data-id=\"6e2a010\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Rezultat konkurentske strategije i analize tr\u017ei\u0161ta, uklju\u010duju\u0107i potra\u017enju kupaca i nesigurnosti u lancu opskrbe, odre\u0111uje ho\u0107e li opskrbni lanac biti efikasan ili odzivan.<\/p><p>Za zrelije proizvode s predvidljivom potra\u017enjom, opskrbni lanac mo\u017ee biti tro\u0161kovno u\u010dinkovit (cost-effective). Nasuprot tome, novi proizvodi na tr\u017ei\u0161tu, \u010dija je potra\u017enja nepredvidiva, zahtijevaju odzivan opskrbni lanac. U ovom slu\u010daju, kompanija obi\u010dno odr\u017eava ve\u0107e zalihe kako bi mogla brzo odgovoriti na zahtjeve potro\u0161a\u010da.<\/p><p>Ova dinamika ilustrira kako faza \u017eivotnog ciklusa proizvoda i predvidljivost potra\u017enje izravno utje\u010du na dizajn i strategiju opskrbnog lanca.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-affbb31 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"affbb31\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-29683fd\" data-id=\"29683fd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9fc724a elementor-widget elementor-widget-heading\" data-id=\"9fc724a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Dizajn Supply Chain-a za maksimizaciju profita<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-875531f elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"875531f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b9a0a74\" data-id=\"b9a0a74\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f48532 elementor-widget elementor-widget-text-editor\" data-id=\"7f48532\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Supply chain framework ima polaznu to\u010dku u konkurentskoj strategiji koja definira supply chain strategiju \u010diji performans \u0107e se ogledati u strukturi, odnosno u tome je li supply chain cost effective ili responsivan. Nakon toga, supply chain treba koristiti tri logi\u010dka i tri cross-functional drivera kako bi strategija supply chain-a maksimizirala profit.<\/p><p>\u00a0<\/p><ol><li><strong><em> Logi\u010dki driveri:<\/em><\/strong><\/li><\/ol><p>\u00a0\u00a0 &#8211; <u>Facility (postrojenja):<\/u> lokacija, kapacitet i uloga postrojenja unutar supply chain-a.<\/p><p>\u00a0\u00a0 <em><u>&#8211; Inventory (zalihe):<\/u><\/em> odre\u0111ivanje optimalnih razina zaliha za postizanje ravnote\u017ee izme\u0111u tro\u0161kova skladi\u0161tenja i dostupnosti proizvoda.<\/p><p>\u00a0\u00a0 &#8211; <em><u>Transportation (transport):<\/u><\/em> efikasno upravljanje transportom kako bi se minimizirali tro\u0161kovi i osiguralo pravovremeno isporu\u010divanje proizvoda.<\/p><p>\u00a0<\/p><ol start=\"2\"><li><strong><em> Cross-functional driveri:<\/em><\/strong><\/li><\/ol><p>\u00a0\u00a0 <em><u>&#8211; Information (informacije):<\/u><\/em> precizne i pravovremene informacije klju\u010dne su za dono\u0161enje odluka unutar supply chain-a.<\/p><p>\u00a0\u00a0 &#8211; <em><u>Sourcing (nabava):<\/u><\/em> odabir pouzdanih dobavlja\u010da i upravljanje odnosima s njima.<\/p><p>\u00a0\u00a0 &#8211; <em><u>Pricing (cijene):<\/u><\/em> Postavljanje cijena koje reflektiraju vrijednost za kupca i optimiziraju profitabilnost.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-83d0b00 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"83d0b00\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8fdacfd\" data-id=\"8fdacfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e8f7723 elementor-widget elementor-widget-image\" data-id=\"e8f7723\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-1024x683.jpg\" class=\"attachment-large size-large wp-image-10191\" alt=\"\" srcset=\"https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-1024x683.jpg 1024w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-300x200.jpg 300w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-768x512.jpg 768w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-1536x1024.jpg 1536w, https:\/\/optibizadria.eu\/wp-content\/uploads\/2024\/07\/containers-railways-shipment-concept-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e27b25f elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"e27b25f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2ddec7c\" data-id=\"2ddec7c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-71ef485 elementor-widget elementor-widget-heading\" data-id=\"71ef485\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Dizajn opskrbnog lanca: balansiranje vrijednosti i tro\u0161kova<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5b47cab elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"5b47cab\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1510667\" data-id=\"1510667\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ef3377c elementor-widget elementor-widget-text-editor\" data-id=\"ef3377c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Kada govorimo o dizajnu opskrbnog lanca, moramo uzeti u obzir performanse koje se na najvi\u0161oj razini mjere kroz dvije klju\u010dne dimenzije:<\/p><ol><li>Vrijednost koja se isporu\u010duje kupcu<\/li><li>Tro\u0161kovi zadovoljavanja potreba kupca<\/li><\/ol><p>Obje dimenzije mogu biti pod utjecajem sljede\u0107ih faktora:<\/p><p>&#8211; Vrijeme odgovora (response time)<\/p><p>&#8211; Raznovrsnost proizvoda<\/p><p>&#8211; Dostupnost proizvoda<\/p><p>&#8211; Iskustvo kupca (customer experience)<\/p><p>&#8211; Vrijeme do izlaska na tr\u017ei\u0161te (time to market)<\/p><p>&#8211; Vidljivost narud\u017ebe (order visibility)<\/p><p>&#8211; Mogu\u0107nost povrata (returnability)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d30dd9 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"3d30dd9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-195fc99\" data-id=\"195fc99\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b5fb1b5 elementor-widget elementor-widget-heading\" data-id=\"b5fb1b5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Izazovi optimizacije<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ad89d9f elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"ad89d9f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-56b088c\" data-id=\"56b088c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0b54930 elementor-widget elementor-widget-text-editor\" data-id=\"0b54930\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Kupci uvijek \u017eele najvi\u0161u razinu svih navedenih dimenzija. Me\u0111utim, u praksi to nije uvijek izvedivo. Kada bi kompanija dr\u017eala svaku od navedenih dimenzija na najvi\u0161oj razini, krajnja cijena za kupca bi bila previsoka, odnosno prelazila bi cijenu koju je kupac spreman platiti.<\/p><p>Iz tog razloga, kompanije pristupaju dizajniranju svoje distribucijske mre\u017ee kako bi navedene dimenzije dr\u017eale na optimalnoj razini izme\u0111u potra\u017enje kupaca i odzivnosti. Ovo je u skladu s konceptom strate\u0161kog uskla\u0111ivanja (strategic fit) o kojem smo govorili u prethodnom dijelu bloga.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5870abb elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"5870abb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-568b04e\" data-id=\"568b04e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-24d0d38 elementor-widget elementor-widget-heading\" data-id=\"24d0d38\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Klju\u010dne odluke u dizajnu opskrbnog lanca<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7edb37d elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"7edb37d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6b4f73\" data-id=\"c6b4f73\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a0fe084 elementor-widget elementor-widget-text-editor\" data-id=\"a0fe084\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Nakon \u0161to se odrede optimalne razine za dvije glavne dimenzije, menad\u017eeri pri dizajniranju mre\u017ee opskrbnog lanca moraju donijeti dvije klju\u010dne odluke:<\/p><ol><li>Ho\u0107e li proizvodi biti isporu\u010deni direktno kupcu ili \u0107e ih kupac preuzeti na ranije definiranom mjestu?<\/li><li>Ho\u0107e li proizvod prolaziti kroz posredni\u010dku lokaciju (intermediate location)?<\/li><\/ol><p>Ove odluke su klju\u010dne za oblikovanje strukture opskrbnog lanca i direktno utje\u010du na njegovu u\u010dinkovitost i sposobnost da zadovolji potrebe kupaca uz optimalne tro\u0161kove.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7373e40 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"7373e40\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-70c95f7\" data-id=\"70c95f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-617acca elementor-widget elementor-widget-text-editor\" data-id=\"617acca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><strong>U sljede\u0107em nastavku na ovu temu govorimo o razli\u010ditim dizajnima lanca opskrbe&#8230;<\/strong><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>U ovom blogu govorimo o jednom od najva\u017enijih segmenata u Supply Chain Managementu (SCM) a to je dizajn distribucijske mre\u017ee.<\/p>","protected":false},"author":2,"featured_media":10188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-savjeti"],"_links":{"self":[{"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/posts\/10187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/comments?post=10187"}],"version-history":[{"count":4,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/posts\/10187\/revisions"}],"predecessor-version":[{"id":10194,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/posts\/10187\/revisions\/10194"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/media\/10188"}],"wp:attachment":[{"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/media?parent=10187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/categories?post=10187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/optibizadria.eu\/en\/wp-json\/wp\/v2\/tags?post=10187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}