Supply chain performance analysis of Walton mobile
AuthorSaima, Tahia Farzana
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WALTON MOBILE is currently a renowned brand name in the mobile phone market of Bangladesh. At present, WALTON MOBILE holds no.5 position with 6% of market share during 2017-Q4 along with an impressive 7.96% of annual growth rate in the extremely competitive mobile phone market of Bangladesh. At present, WALTON MOBILE is offering diversified products across Bangladesh as well as in foreign markets. The positive scenario of mobile industry inspired Walton Group Bangladesh to introduce their mobile brand Walton Mobile in 2010. Walton Mobile is performing in the market with a view to enhancing lives and lifestyles through technology and innovation. They want to the market leader in the domestic market very soon. The offered products of WALTON MOBILE are mainly categorized in 4 disciplines and they are, Smart Phone Feature Phone Wal-pad Accessories Walton Mobile has two types of production system for their mobile phone. Most of the smartphones and all feature phones come from china. Few models (Currently 4 models; E8i, 8s, F7s, NF3) are assembled in Bangladesh in Walton Digi-tech, Chondra, Gazipur. Their supply chain can be split into two parts, Supplier to Warehouse Chain Warehouse to Customer Point Chain Mobile sets made in Bangladesh are assembled here. All parts required are imported from China. Handsets and parts follow the same type of supply chain. SCOR model of supply chain performance analysis is used here. For customer facing data sample survey is used. And for organization facing point, interview method is used. Year to Year data is used to measure the performance growth. For customer facing points, percentage of response is used to determine the efficiency. The summery of result got from SCOR Model is as follows, DECISIONS ACCORDING TO SCOR MODEL ANALYSIS SCOR Model Supply Chain Measures Customer Facing Internal Facing Reliability Flexibility Cost Assets Delivery performance 1to2 days (57% said) Order Fulfillment Performance 53% said zero rejection of order in a month Order Fulfillment Lead Time 1 to 2 days (64% said) Supply Chain Response Time Very Quick Production Flexibility Standardize products, less flexible Logistics Management Cost Increasing 2 to 2.25% in average Warranty Cost Increasing 5.5 to 6% in average Cash to cash cycle time Depends on market trends Generally 1.5 to 2 months Inventory Days to supply Very quick Ready to supply from next day from warehouse entry So we can see that the supply chain performance of Walton Mobile is quite satisfactory and their efficiency make the product available and close the customers which is a strong point for Walton Mobile’s market growth.