12-03-2019
ASSIGNMENT 2: CASE COUNTER
INTERNATIONAL BUSINESS AND SUPPLY CHAIN MARKETING
, Part 1. Supply Chain of Counter
The Supply Chain of Counter and its Decoupling Points
Part 2. Supply Chain of Counter (Order prepared is also placed here to clearly view how Part 1 and 2 are
interlinked)
As mentioned in the first lecture on SCM, a Customer Order Decoupling Point is the point where
order-driven activities are separated from forecast driven activities. As can be seen above there are
two CODP’s, for both type of products of Counter. The first type of product is the Shop Design,
which has its decoupling point after the order has been prepared but before the production has
started. This decoupling point can therefore be defined as an Engineer-to-Order. The Shop Design
products are more unique and the variety of these products is endless, as mentioned in the case. The
products need to be designed based on the order so the order is assigned to a customer starting at the
beginning of the production process. Most likely reason for placing the CODP at this point is thus
to offer maximum customisation possible to the customer. Employees also mention that creativity,
and being innovative and flexible, while offering quality are their focus points, which is clearly
visible in the way this CODP has been placed. These characteristics make up for Counter’s
strongest competitive advantage point and therefore the CODP has been placed at this point.
The second type of product is the Office Design, which has its decoupling point after the steel
making unit, but before the welding unit. This is done based on the assumption that the Office
Design products are still customizable according to sub parts, colour, or size. This decoupling point
is a Make-to-Stock. In the case it is mentioned that the logistical concept of Counter regarding
office design is mass customization, which can be achieved by “producing standard modules in
batches and customising the product by combining different modules and spraying the product in
the colour requested”. The products thus exist of basic standard modules that can be combined
differently considering sub-parts, colour, or size. Moreover, there are only four main product groups
in Office Design, which makes it easier to group them together into one MTS CODP. This modular
1
ASSIGNMENT 2: CASE COUNTER
INTERNATIONAL BUSINESS AND SUPPLY CHAIN MARKETING
, Part 1. Supply Chain of Counter
The Supply Chain of Counter and its Decoupling Points
Part 2. Supply Chain of Counter (Order prepared is also placed here to clearly view how Part 1 and 2 are
interlinked)
As mentioned in the first lecture on SCM, a Customer Order Decoupling Point is the point where
order-driven activities are separated from forecast driven activities. As can be seen above there are
two CODP’s, for both type of products of Counter. The first type of product is the Shop Design,
which has its decoupling point after the order has been prepared but before the production has
started. This decoupling point can therefore be defined as an Engineer-to-Order. The Shop Design
products are more unique and the variety of these products is endless, as mentioned in the case. The
products need to be designed based on the order so the order is assigned to a customer starting at the
beginning of the production process. Most likely reason for placing the CODP at this point is thus
to offer maximum customisation possible to the customer. Employees also mention that creativity,
and being innovative and flexible, while offering quality are their focus points, which is clearly
visible in the way this CODP has been placed. These characteristics make up for Counter’s
strongest competitive advantage point and therefore the CODP has been placed at this point.
The second type of product is the Office Design, which has its decoupling point after the steel
making unit, but before the welding unit. This is done based on the assumption that the Office
Design products are still customizable according to sub parts, colour, or size. This decoupling point
is a Make-to-Stock. In the case it is mentioned that the logistical concept of Counter regarding
office design is mass customization, which can be achieved by “producing standard modules in
batches and customising the product by combining different modules and spraying the product in
the colour requested”. The products thus exist of basic standard modules that can be combined
differently considering sub-parts, colour, or size. Moreover, there are only four main product groups
in Office Design, which makes it easier to group them together into one MTS CODP. This modular
1
