贝恩咨询-战略分析工具

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1、SheilaDubinValueManagedRelationshipsDecember1998Author:1Aftercompletingthismodule,youwillbeableto:UnderstandVMRconceptandapplicationArticulatetypesofcostsavingsopportunitiescreatedbyVMRsUsetheBainframeworktoconductaVMRRefertorealexamplesofBain’sVMRprocessandsuccessV

2、alueManagedRelationshipsObjectives2VMRConceptVMRKeySuccessFactorsVMRSourcesOfValueBainVMRProcessExampleKeyTakeawaysAgendaa.tr3AValueManagedRelationship(VMR)isafullpartnershipbetweenacustomerandasupplier.Itsgoalistomaximizequalityandminimizetotalsystemcostsofdoingbus

3、inessthroughcollaborativesharingofinformationandresources.AVMRcreatesawin/winrelationship.VMRDefinition4“Partnership”TrueVMRProcurementStrategiesValueManagedRelationshipSoleSourceVerticalIntegrationCompetitiveBidShort-termContract/SpotLong-termContractAVMRisoneprocu

4、rementstrategytomaximizecostsavingsandstrategicvalue.WhatisaVMR?5AValueManagedRelationshipcanexceedthevaluepotentialofbothverticalintegrationandtraditionallynegotiated"arm'slength"transactions:aconsolidationofpurchasestooneorfewsupplierswhoarecapableofmaintaininglon

5、gtermcompetitiveeconomics,highqualityandefficientdeliveryparticipantsmustsharesinglegoalofachievinglowestindustrysystemscostsavingsshouldbesharedtoprovidemutualongoingincentivestoeliminateredundanciesAVMR,whenappropriate,exceedsthevalueofallothertypesofrelationship

6、s.HowDoesaVMRWork?6Fragmentedsupplierbase,sporadiccommunicationSingleorsmallnumberofsuppliers,frequentcommunicationIn-housesupply,communicationfrequentTraditional"ArmsLength"ApproachVerticalIntegrationInvestmentsbaseduponmanufacturer'sneedsPotentialforcustomizedinve

7、stmentinfacilities/equipmentMayrequireinvestmentinweakstrategicbusinessAdversarialbidnegotiationstoobtainlowestunitpriceLong-termcommitmentfocuseduponlowesttotalsystemscostusingvaluechainperspectivesFocusdrivenbyinternalincentives/transferpricesSeparateproductdesign

8、JointproductdesignandcrossfunctionalparticipationJointproductdesignoftenatoddsVMRVMRscanexceedthevalueofbothtraditionalcontractsaswellasve