Standardizing the Supply Chain After Enterprise Reorganization by Chris Trayhorn, Publisher of mThink Blue Book, January 15, 2002 Deregulation mergers … spin-offs … The changes taking place in the energy industry, including the reality that competition will increase to levels never seen before, has prompted utilities to step up the search for cost reduction while improving “operational excellence.” Though managing the supply chain traditionally has been relegated to a secondary support function, many energy companies are now trying to drive down costs and improve service levels through supply chain excellence and through collaboration with suppliers and customers. Why this sudden focus on supply chain? For the typical energy company, fuel and non-fuel purchasing costs, along with internal supply chain costs, typically account for more than a half of controllable costs — fertile ground for cost reduction. And as the survivors gobble up weaker companies, the name of the game becomes reducing cents per kilowatt hour to the ultimate customer. Although many companies have embarked on the supply chain journey, the number of false starts eclipses the number of success stories. Solutions are designed before the problem is understood. Problems with intra-organizational cooperation, strategic suppliers slow to get onboard, miss-starts with e-markets/exchanges, millions of dollars spent on systems without improving management information, strategic sourcing focused on lowest price rather than total cost to procure/own, are among the most common sub-optimal outcomes. How can your organization avoid the pitfalls and implement a program for sustained supply chain improvement and have business unit leaders asking for more? For some organizations it may be a long and challenging journey, but it begins with a single step. Definitions In the manufacturing sector, the supply chain is generally understood among the manufacturers, its suppliers, and its solutions providers. However, supply chain in the energy industry means different things to different people, with lines being drawn more by tradition than by broadly accepted standards. For the purposes of this discussion, we define the supply chain function as the combination of people, processes, and technologies that complete the specification, acquisition, distribution, and disposition of “direct” goods and “indirect” goods. Direct goods are primarily capital assets and the items/services used to maintain, repair, or overhaul those assets. They may be highly engineered items, such as power systems and transformers, or “lower-tech” items, such as utility poles. Direct goods tend to be high-cost items and their availability has an enormous impact on supply chain reliability and efficiency. Indirect goods include office equipment, computers, etc. that support the overall operation of the business, but are not directly tied to making the “product.” Although availability of indirect goods is important, driving down the purchase price and managing maverick buying are the primary focus as indirect goods have a limited impact on supply chain effectiveness. Work management is to the utilities industry what material requirements planning is to the manufacturing industry. It is the primary “demand source” for direct goods, and the level of integration and efficiency of a utility’s work management function is a key factor to the overall success of supply chain improvement initiatives. The value chain is the extension of the internal supply chain outside of the organization and into suppliers and customers. An integrated, end-to-end value chain links the key supply chain processes between the organizations to drive out additional costs and inefficiencies through collaboration, or collaborative resource planning. Current Forecast — The Perfect Storm So why do most of even the most well-run utilities have significant opportunities to improve efficiency and drive out costs of its supply chain operations? Several factors have conspired to create a bigger “storm” than any one factor could have on its own. There is a long list of factors, but four key factors are: Divergent Approaches Without Standards Energy companies have prided themselves on establishing top-notch engineering organizations that are responsible for designing the best possible infrastructure components. Over the years, engineers took into account regulatory, geographic, and other factors as they designed leading-edge infrastructure components. In the process, adjacent energy companies whose fundamental needs were similar established standards for their own organizations, which varied enough that even common infrastructure components were unique. As energy companies consolidate through mergers and acquisitions, the combined organizations may have several variants for what is fundamentally the same item. At the same time, regulatory changes and technological innovation have reduced substantially the need for variation, though few organizations have capitalized on these changes. Consequently, opportunities for inventory sharing and for supplier efficiencies through standardization have been marginal. Dysfunctional/Disconnected Supply Chains The creation of large energy companies, operating on a regional, national, and even global scale, have created organizations and processes that are every bit as complex as their counterparts in the consumer and industrial products sectors. Over the past decade this sector invested billions of dollars to integrate supply chain processes and to enable these processes with information technology solutions, while most energy companies have focused on improving segments of the supply chain without an emphasis on achieving end-to-end integration synergies. The major enterprise resource planning (ERP) vendors raced to provide industry-specific solutions for manufacturing firms, but few have provided utility-industry-specific applications. Organizational challenges have also hampered efforts to integrate supply chains. For example, engineering, work management, and inventory management are almost always the purview of operating companies or the individual business units, while sourcing, procurement, logistics and others segments of the supply chain are embedded in other parts of the operating company or in what is effectively a shared-services organization. The lack of collaboration between the engineers, the builders, the maintainers, the acquirers, and the movers, has resulted in numerous inefficiencies and concomitant added costs. Figure 1 – Energy Company Supply Chain Model Although the emergence of electronic marketplaces or exchanges promised to drive out many of these inefficiencies, the reality is that organizations must be reasonably well-integrated before e-markets/ exchanges are even relevant to integrating the internal supply chain with the inter-organizational value chain. Not only are there disconnects between the various participants of the supply chain processes, there are variations in how to deal with the same supply chain segment within the same organization. Many energy companies have several item masters and inventory systems dedicated to legacy operations. Work management practices vary from business unit to business unit and the majority of work management systems are in place with little or no “enterprise view” of physical materials inventory or human resources. Lack of Motivation Case Study Confronted with many of the challenges presented here, a major energy company (MEC) with global operations decided that it was time to take the issues on and to determine the opportunity for achieving synergies across its business operations. At the request of MEC executives, the MEC completed an analysis of the broader operations and they identified several major opportunities for reducing costs. One of the key opportunity areas was strategic sourcing and supply chain integration. The MEC faced many of the challenges discussed here, but the chief procurement officer quickly bought in to the potential benefits. He set out to elevate the procurement function to a strategic level, whose primary goals were to facilitate collaboration across the supply chain and to optimize positions with strategic suppliers. The MEC engaged a professional services firm to complete a strategy for supply chain collaboration and to work with the MEC to develop an enterprise supply chain “footprint” that could be scaled to support large and small business operations. The six-week intensive effort involved a core team of six MEC staff and three consultants who focused on data collection and facilitated workshops with executives, key operations management, and key end-users. A number of obstacles were encountered, including skepticism among the business units about collaboration, concerns about the ability of a single technology platform to fulfill diverse needs, and cultural bias against a truly transformational effort. However, through executive leadership and open communications, the organization agreed on a common enterprise framework that met the needs of all key business units. At the end of the six-week effort, the MEC had a solid agreement among the business units to work together. The MEC has selected an implementation partner and is now in the design stage of the effort. The payback for the implementation begins within nine months of establishing the enterprise supply chain “footprint.” With a clear understanding of how the intra-organization supply chain functions will work, the MEC is now focusing on incremental opportunities to drive out additional value through optimizing tax liabilities in procurement and inventory management restructuring. Candidates for external collaboration are being short-listed and pilots for supplier or commercial/ industrial customer integration are also being considered. By the end of 2002, the MEC will be among the top supply chain operations in the utilities industry and other industry sectors. Moreover, it will have a foundation for continuous refinement and for expanded collaboration that will well position it for navigating through any future challenges that competition may bring about. The company definitely plans to be a survivor that prospers through “tough” times. Opponents of cost cutting argue that if you are successful in driving out cost, you may force a rate case. Optimizing tax positions by changing procurement and inventory management practices are two of the best ways because they may only require policy, coding, and process changes to yield significant savings. But some organizations are concerned that all of the spoils will simply be absorbed by lower rates and lower budgets. In reality, many of the cost reductions could be allocated to other initiatives that would improve the overall supply chain processes while some of the reduced costs could be “given back,” this then enhances the organization’s competitive position as a high-quality, low-cost provider — a win-win scenario for the company and the customer. Procurement and Inventory Management Practices with Limited Focus Procurement operations within most energy companies have operated in a vacuum, largely independent of engineering on the front end, and work management on the front and back end. As a consequence, procurement professionals generally set out to ensure that they did the best they could in the context of a largely parochial view of how procurement should work. Beyond negotiating prices and terms based on competitive bid scenarios, few procurement operations have elevated their operations into truly strategic functions that regularly collaborate with engineering, work management and operations, strategic suppliers, and customers to optimize the supply/value chain process. To improve their leverage in sourcing efforts, many procurement operations are beginning to put into place process changes and technology enhancements that will give them a better understanding of aggregated past spending. However, few procurement operations have made measurable progress in aggregating demand data, which is a critical factor in maximizing an organization’s leverage in strategic sourcing activities. Collecting spend data is largely an administrative or technical process focused on gathering information from a multitude of sources, mostly automated. However, demand data may or may not be available in automated form or in “systems” that are easily identifiable or accessible. Items that may lend themselves to just-in-time acquisition and replenishment are more often than not purchased and brought into inventory “just in case.” Procurement personnel are often given the administrative burden of aggregating demand manually or by accessing multiple systems, which takes time away from their more critical strategic functions. Based on discussions with a number of procurement professionals in the utilities industry, the concept of procurement professionals acting as facilitators between engineering, suppliers, and operations is a goal that most have but few have achieved. Navigating to Safe Harbor My position is in agreement with most participants working in the supply chain of a major energy company. The “squalls” of increased competition and the issues discussed here have combined to create a complex problem that will materially impact an organization’s ability to compete if left unchanged. The solution will require unparalleled levels of collaboration and openness to new ways of thinking. Get Top-Level Commitment First Although most energy companies can achieve significant benefits, organizations need to be realistic about what level of collaboration they can expect from the supply-chain stakeholders. If there is a genuine openness on the part of senior-level management, the first step is to agree on the rules of engagement, or guiding principles, that will drive an enterprise approach to supply-chain integration. Facilitated workshops and other consensus-building techniques are powerful tools, if the stakeholders can be relied on to engage in the process with an open mind. These are not “pep rallies” intended to build excitement; they are focused sessions intended to sell to highest levels of the operation the need for change and to enlist their support in navigating through the myriad trade-offs that are essential to world-class collaboration. Engage Future “Owners” Although you should start with the executive consensus, you must move quickly to engage the people who will make or break the execution — mid-level managers, who own the day-to-day operations. Building on the baseline established by executive management, the focus should be on translating vision, guiding principles, and key “get rights” into actions that will drive out inefficiencies and enhance performance — specific actions that will be measured and ideally built into the performance plans of those responsible for execution. Recognize Trade-Offs, Be Realistic, and Manage Distractions The most common pitfall that supply chain optimization efforts encounter is setting a trajectory that is unrealistic. In securing executive-level commitment, the end-state vision is often misinterpreted as “Release 1.” From the start, a process that sequences initiatives in a rational, benefits-driven order is critical to managing expectations and ensuring that the effort does not implode once the totality of the effort is understood. Understanding the “earned value” of discrete investments and then prioritizing based on earned value is a key factor in managing expectations. Resist the temptation of e-market and software providers who have the “secret sauce” that gets you there without incrementally establishing solid internal operations and intra-organizational collaboration. To be sure, there are opportunities to maximize benefits through e-markets and software solutions that go beyond the core processes, and attention must be dedicated to identifying additional short-term benefits. However, these decisions need to be driven by a measurable earned value, and efforts to consider added capabilities should not unduly distract from the primary objective of integrating the supply chain. Identify Opportunities for Leverage Even with these problems, most organizations have made progress and have many components of the “end-state” in place. The key is to identify these best practices early and to showcase them. Most organizations will have process or technology practices that can be leveraged to the enterprise. This can substantially decrease the cost and the complexity of subsequent implementation and change management efforts. If a best practice happens to come from the parent company or one of the larger business units, the value must be sold to the smaller business units to avoid the perceptions that the “collaboration effort” is little more than an attempt to force an unsuitable solution upon the smaller operations. The smaller business units may also view some of the capabilities as “a hundred-dollar saddle on a ten-dollar horse” — viewing the collaborative platform as overkill, which in some cases may be legitimate. However, many of the smaller business units are the fastest growing and most profitable operations. For example, the “hundred-dollar saddle” scenario is a common position among fledgling unregulated power generation business units. Given the rate of growth and the level of competition, it is imperative that the decisions taken today are mindful of the business operations and competitive landscape three to five years from now. Otherwise, the threat of having integration and scalability problems in the supply chain will be significant. Filed under: White Papers Tagged under: Utilities About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.