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July, 2009

         Supply Chain Risks in the Uncertain
         Economy: Grappling with Changes
Whether in good economic times or bad, volatility is the main factor                          Research Brief
increasing the extent of supply chain risks. Building on Aberdeen's research                  Aberdeen’s Research Briefs
in supply chain risk management over the past two years, this Research                        provide a detailed exploration
Brief analyzes the changing landscape of supply chain risks, corporate                        of a key finding from a primary
strategies to combat them, and highlights several third-party services and                    research study, including key
solutions that aim to solve these challenges.                                                 performance indicators, Best-
                                                                                              in-Class insight, and vendor
                                                                                              insight.
The Changing Nature of Supply Chain Risks
In a study conducted in July 2008 for the Supply Chain Risk Management:
Building a Resilient Global Supply Chain report, companies identified the events
shown in Figure 1 as the top disruptions to their supply chains over the
preceding 12 months.

Figure 1: Supply Chain Disruption Events Occurring over the Past
12 Months - Mid 2008
75%                                         % of All Respondents
           56%
                               49%
50%                                               45%
                                                                   39%
                                                                                   35%

25%



 0%
      Supplier capacity   Raw materials        Unexpected   Shipment delayed     Fuel price
      did not meet our    price increase/      changes in   / damaged / mis-     increase/
          demand              shortage      customer demand     directed         shortage

                                                         Source: Aberdeen Group, July 2008

Just a year later - but after the economy had plunged into a worldwide
recession - the landscape of supply chain risks has changed dramatically.
Aberdeen's recent survey of 209 companies for the Supply Chain Executive's
Agenda 2009 study, showed that demand-side challenges were now ranked
at the top. Supplier-related risks have shifted from suppliers not being able
to cope with their clients' excessive demand, to suppliers going out of
business because of the deteriorating financial and economic conditions or
because of their clients not maintaining the minimum level of orders. Figure
2 shows the changes.



© 2009 Aberdeen Group.                                                                                 Telephone: 617 854 5200
www.aberdeen.com                                                                                             Fax: 617 723 7897
Supply Chain Risks in the Uncertain Economy: Grappling with Changes
Page 2




Figure 2: Supply Chain Disruption Events Occurring over the Past
12 Months - Mid 2009
75%
         62%

50%                       42%             41%
                                                           34%
                                                                             24%             23%
25%                                                                                                          20%



 0%
      Reduction in   Raw materials      Fuel price    Commodities         Unfavorable    Key suppliers'     Supplier
       customer      price volatility    volatility   price volatility     change in       financial      capacity did
       demand                                                               currency       standing       not meet our
                                                                         exchange rate    deteriorated      demand

                                                                  Source: Aberdeen Group, June 2009

With one in five companies reporting that the deterioration of their
suppliers' financial position had disrupted their supply chain, it has become
critical for companies to have the ability to effectively monitor and manage
emerging supplier-related risks.
To combat the challenges of today's volatile economy, most companies have
begun more intensely focusing on the supply chain. Echoing the pains from
the disruptions outlined above, the top reported pressure driving companies
to improve SCM in 2009 is economic and financial volatility (40% of survey
respondents). In addition to this and other top pressures, one-fifth of
companies indicated that increasing risks were the reason for improving
SCM strategies this year. Considering these trends, it is not surprising that
formalized supply chain risk management has become one of the
differentiators among the top-performers. In the Supply Chain Executive's
Agenda 2009 study Best-in-Class companies are more than twice as likely as
Laggards to have a formalized process for managing supply chain risks (56%
vs. 25%, respectively).
Supply chain risk management has gained significant attention in the recent
years, after numerous quality, compliance, and security-related disruptions
had shaken even the major companies. Aberdeen's July 2008 study for the
Supply Chain Risk Management: Building a Resilient Global Supply Chain report
showed that most companies were still lacking the adequate processes and
capabilities to accurately assess and manage both supply and demand
network risks. In fact, less than one-third of companies in the 2008 study
reported actively managing each individual risk, including risks related to trade
compliance, raw materials, demand fluctuations, product quality, financial
instability, risk profile of suppliers and customers, currency volatility,
catastrophic events, logistics capacity and congestion, supply chain security,
and environmental disasters. There was also an evident disconnect between
the Enterprise Risk Management (ERM) function and supply chain risk
managers, where the ERM department often did not fully understand the
potential impact that supply chain disruptions could have on the business as
a whole.

© 2009 Aberdeen Group.                                                                                                   Telephone: 617 854 5200
www.aberdeen.com                                                                                                               Fax: 617 723 7897
Supply Chain Risks in the Uncertain Economy: Grappling with Changes
Page 3




In these circumstances, formalized supply chain risk management has
repeatedly shown to be a Best-in-Class approach. This includes regular risk
assessments and the identification of clear operational response procedures
in case of disruptions. Companies need to evaluate their network-wide
vulnerabilities and put preparedness plans in place; they should also ask all of
their supply chain partners about their own risk preparedness plans.
    Industrial Products Manufacturer Increases Focus on Supplier
 Rationalization and Risk Management to Ensure Business Continuity

 The Director of Procurement at a large global manufacturer of industrial
 and high technology products describes his company’s recent supply chain
 transformation journey; “The company has acquired many firms over the
 years, leading to increased supply chain complexity and redundant
 processes. The ensuing global recession led to some reduction in
 customer demand for the company’s products and a higher awareness of
 the importance of monitoring the financial condition of its suppliers.
 Under these circumstances, inefficiencies within the global supply chain
 network became more evident. In order to improve supply chain
 performance, executive management set new goals for the supply chain
 and procurement organizations to optimize the end-to-end processes and
 reduce costs.”
 The solution the large global manufacturer put in place addressed the
 following problems:
     •    Business objectives were deployed across the organization to
          drive supply chain rationalization and process optimization. Due
          to many acquisitions, the company has a wide base of smaller
          suppliers that are difficult to manage, so it set out to drive a 50%
          reduction in the supply base. This initiative is still under way as it
          has proved more difficult to achieve the target reduction level
          without a larger-scale supply chain optimization program that
          addresses manufacturing strategy and new product development
          activities.
     •    To avoid the potentially disastrous effects of critical component
          suppliers going out of business, the company has enhanced its
          supplier risk and performance management processes. It has also
          begun to work on creating back-up plans for alternative supply in
          case any of its critical suppliers were to interrupt deliveries.
          “Improving supplier risk management has not been easy,” explains
          the Director of Procurement. “Many times suppliers are privately
          owned and it is difficult to access their financial information; it is
          also difficult to find enough staff to perform the checks on such a
          large number of suppliers. Nevertheless, we now have a mandate
          to review the higher-risk custom parts suppliers at least quarterly
          and all others at least semi-annually. We are also currently
          evaluating available tools for supplier risk assessment.”


© 2009 Aberdeen Group.                                                             Telephone: 617 854 5200
www.aberdeen.com                                                                         Fax: 617 723 7897
Supply Chain Risks in the Uncertain Economy: Grappling with Changes
Page 4




Solution Snapshot
To address the growing challenges in supply chain risk management, many
third-party solution and services providers have begun introducing enhanced
monitoring and information services to help their clients improve their
supplier risk assessment and management capabilities. These services are
offered by different types of solution providers:
    •   Consulting services providers. Management consultants have
        recognized that supply chain risk management is a highly under-
        implemented area at companies that presents a fertile ground for
        consultative engagements.
        For example, IBM Global Business Services (GBS) offers a
        comprehensive set of services to help clients assess their risks in
        various areas, as well as estimate the overall vulnerability of their
        supply chains. IBM GBS offers supply chain risk modeling using
        mathematical approaches to analyzing risks and the services of its
        consultants with expertise in specific industries and supply chain
        areas. A recommended solution for risk mitigation may include
        additional supply chain monitoring and control capabilities, supply
        chain redesign, and new approaches to supplier information
        management. IBM GBS also offers software solutions for supply
        chain visibility and optimization if the need for them is identified
        during the supply chain risk assessment.
        Other consultancies focused on supply chain risk management
        include PwC, Marsh, Deloitte, among others.
    •   Specialized supply chain risk management solution
        providers. There are some specialized risk management solution
        providers in the market, which focus on supply chain risk
        management. For example, Protiviti - a specialized risk and audit
        business consulting services provider - offers a set of services
        targeted at uncovering and managing supply chain risks. Protiviti's
        experts in supply chain risk management help companies identify the
        sources of risk, define optimal risk response strategies, and build
        long-term strategies for proactive risk monitoring and assessment,
        including organizational, process and technology strategies. The
        company is currently seeing the most demand from the market for
        its supplier-focused risk solutions, although its capabilities
        encompass both supply and demand network issues.
        Other specialized providers in the supply chain risk management
        space include New Momentum, among others.
    •   Best-of-breed software providers. These are existing supply
        chain and procurement software solution providers that are adding
        risk management capabilities to their solutions.
        For example, Ariba - a provider of on-demand spend management
        software solutions - has recently unveiled its new Supply Risk
        Assessment Services - an information service that leverages Ariba's

© 2009 Aberdeen Group.                                                          Telephone: 617 854 5200
www.aberdeen.com                                                                      Fax: 617 723 7897
Supply Chain Risks in the Uncertain Economy: Grappling with Changes
Page 5




        extensive supplier information databases covering registered
        suppliers using its procurement and spend management solutions.
        This new service can be used both by the existing customers of the
        Ariba platform and as a stand-alone service for companies that are
        not yet using Ariba's software. The Supply Risk Assessment service
        comes as a natural extension of Ariba's Supplier Information
        Management and Supplier Performance Management solutions,
        which offer broader supplier-related information and performance
        management services. The Supply Risk Assessment covers global
        spend category risks, supplier's financial health analysis using detailed
        financial information and third-party developed risk profiles, as well
        as relevant industry and market analysis to identify the impact on
        supply continuity.
        Other software providers that have recently introduced risk
        management services include Aravo Solutions, CVM Solutions,
        among others.
Generally, by improving overall supply chain management practices,
companies can create a less risk-prone environment leading to more
resilient supply chains. There are multiple consulting services and software
solutions available to resolve various supply chain issues: from functionally
focused (sales and operation planning, network design, global trade
management, transportation management, etc.) to "horizontal" solutions for
supply chain visibility, event and disruption management, supply chain
intelligence, etc. The solutions and services mentioned in this section
describe the additional capabilities and offerings beyond core SCM solutions.
To read more about supply chain best practices and solution in general, visit
our SCM page at http://www.aberdeen.com/channel/scml.asp.

Recommendations
Companies should re-visit their supply chain risk management strategy and
identify key supply chain risks and critical vulnerabilities:
    •   On the supply chain planning side, the processes that need to
        include risk considerations include supply chain network design
        efforts, sales and operations planning, and inventory planning.
    •   On the supply chain execution side, companies need to improve
        their logistics and transportation management capabilities, secure
        alternative third-party supply chain partners if needed, and ensure
        pro-active alerting process and response management for
        disruptions.
    •   Increased attention should be paid in the short-term to assessing
        and managing supplier risks, especially during today's period of
        increased economic volatility.
    •   In the long run, companies should adopt a holistic approach to
        managing supply chain risks, weighing the risks, costs and returns of
        various supply chain business models and strategies. All factors

© 2009 Aberdeen Group.                                                              Telephone: 617 854 5200
www.aberdeen.com                                                                          Fax: 617 723 7897
Supply Chain Risks in the Uncertain Economy: Grappling with Changes
Page 6




            should be taken into account, including supply network, demand
            network, financial considerations and other factors impacting the
            business overall. All these factors jointly should help companies pick
            the right supply chain strategies and solutions.
      •      In addition, the Enterprise Risk Management group (if it exists)
            needs to be fully aware of the potential impact of supply chain
            disruptions on corporate business performance, and incorporate
            supply chain risks into the corporate-wide risk management efforts.
For more information on this or other research topics, please visit
www.aberdeen.com.




                                            Related Research
 Supply Chain Risk Management:                               The Supply Chain Executive's Agenda
 Building a Resilient Global Supply                          2009: Weathering the Recession; July
 Chain; July 2008                                            2009
 Author: Viktoriya Sadlovska, Research Analyst, Global Supply Chain
 Management (viktoriya.sadlovska@aberdeen.com)
Since 1988, Aberdeen's research has been helping corporations worldwide become Best-in-Class. Having
benchmarked the performance of more than 644,000 companies, Aberdeen is uniquely positioned to provide
organizations with the facts that matter — the facts that enable companies to get ahead and drive results. That's why
our research is relied on by more than 2.2 million readers in over 40 countries, 90% of the Fortune 1,000, and 93% of
the Technology 500.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted
marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-
Hanks (Information – Opportunity – Insight – Engagement – Interaction) extends the client value and accentuates the
strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen http://www.aberdeen.com
or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com

This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies
provide for objective fact-based research and represent the best analysis available at the time of publication. Unless
otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc. and may not be
reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by
Aberdeen Group, Inc.                                                                                            010109a

© 2009 Aberdeen Group.                                                                                                    Telephone: 617 854 5200
www.aberdeen.com                                                                                                                Fax: 617 723 7897

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Aberdeen Supply Chain Risk Research Brief

  • 1. July, 2009 Supply Chain Risks in the Uncertain Economy: Grappling with Changes Whether in good economic times or bad, volatility is the main factor Research Brief increasing the extent of supply chain risks. Building on Aberdeen's research Aberdeen’s Research Briefs in supply chain risk management over the past two years, this Research provide a detailed exploration Brief analyzes the changing landscape of supply chain risks, corporate of a key finding from a primary strategies to combat them, and highlights several third-party services and research study, including key solutions that aim to solve these challenges. performance indicators, Best- in-Class insight, and vendor insight. The Changing Nature of Supply Chain Risks In a study conducted in July 2008 for the Supply Chain Risk Management: Building a Resilient Global Supply Chain report, companies identified the events shown in Figure 1 as the top disruptions to their supply chains over the preceding 12 months. Figure 1: Supply Chain Disruption Events Occurring over the Past 12 Months - Mid 2008 75% % of All Respondents 56% 49% 50% 45% 39% 35% 25% 0% Supplier capacity Raw materials Unexpected Shipment delayed Fuel price did not meet our price increase/ changes in / damaged / mis- increase/ demand shortage customer demand directed shortage Source: Aberdeen Group, July 2008 Just a year later - but after the economy had plunged into a worldwide recession - the landscape of supply chain risks has changed dramatically. Aberdeen's recent survey of 209 companies for the Supply Chain Executive's Agenda 2009 study, showed that demand-side challenges were now ranked at the top. Supplier-related risks have shifted from suppliers not being able to cope with their clients' excessive demand, to suppliers going out of business because of the deteriorating financial and economic conditions or because of their clients not maintaining the minimum level of orders. Figure 2 shows the changes. © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897
  • 2. Supply Chain Risks in the Uncertain Economy: Grappling with Changes Page 2 Figure 2: Supply Chain Disruption Events Occurring over the Past 12 Months - Mid 2009 75% 62% 50% 42% 41% 34% 24% 23% 25% 20% 0% Reduction in Raw materials Fuel price Commodities Unfavorable Key suppliers' Supplier customer price volatility volatility price volatility change in financial capacity did demand currency standing not meet our exchange rate deteriorated demand Source: Aberdeen Group, June 2009 With one in five companies reporting that the deterioration of their suppliers' financial position had disrupted their supply chain, it has become critical for companies to have the ability to effectively monitor and manage emerging supplier-related risks. To combat the challenges of today's volatile economy, most companies have begun more intensely focusing on the supply chain. Echoing the pains from the disruptions outlined above, the top reported pressure driving companies to improve SCM in 2009 is economic and financial volatility (40% of survey respondents). In addition to this and other top pressures, one-fifth of companies indicated that increasing risks were the reason for improving SCM strategies this year. Considering these trends, it is not surprising that formalized supply chain risk management has become one of the differentiators among the top-performers. In the Supply Chain Executive's Agenda 2009 study Best-in-Class companies are more than twice as likely as Laggards to have a formalized process for managing supply chain risks (56% vs. 25%, respectively). Supply chain risk management has gained significant attention in the recent years, after numerous quality, compliance, and security-related disruptions had shaken even the major companies. Aberdeen's July 2008 study for the Supply Chain Risk Management: Building a Resilient Global Supply Chain report showed that most companies were still lacking the adequate processes and capabilities to accurately assess and manage both supply and demand network risks. In fact, less than one-third of companies in the 2008 study reported actively managing each individual risk, including risks related to trade compliance, raw materials, demand fluctuations, product quality, financial instability, risk profile of suppliers and customers, currency volatility, catastrophic events, logistics capacity and congestion, supply chain security, and environmental disasters. There was also an evident disconnect between the Enterprise Risk Management (ERM) function and supply chain risk managers, where the ERM department often did not fully understand the potential impact that supply chain disruptions could have on the business as a whole. © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897
  • 3. Supply Chain Risks in the Uncertain Economy: Grappling with Changes Page 3 In these circumstances, formalized supply chain risk management has repeatedly shown to be a Best-in-Class approach. This includes regular risk assessments and the identification of clear operational response procedures in case of disruptions. Companies need to evaluate their network-wide vulnerabilities and put preparedness plans in place; they should also ask all of their supply chain partners about their own risk preparedness plans. Industrial Products Manufacturer Increases Focus on Supplier Rationalization and Risk Management to Ensure Business Continuity The Director of Procurement at a large global manufacturer of industrial and high technology products describes his company’s recent supply chain transformation journey; “The company has acquired many firms over the years, leading to increased supply chain complexity and redundant processes. The ensuing global recession led to some reduction in customer demand for the company’s products and a higher awareness of the importance of monitoring the financial condition of its suppliers. Under these circumstances, inefficiencies within the global supply chain network became more evident. In order to improve supply chain performance, executive management set new goals for the supply chain and procurement organizations to optimize the end-to-end processes and reduce costs.” The solution the large global manufacturer put in place addressed the following problems: • Business objectives were deployed across the organization to drive supply chain rationalization and process optimization. Due to many acquisitions, the company has a wide base of smaller suppliers that are difficult to manage, so it set out to drive a 50% reduction in the supply base. This initiative is still under way as it has proved more difficult to achieve the target reduction level without a larger-scale supply chain optimization program that addresses manufacturing strategy and new product development activities. • To avoid the potentially disastrous effects of critical component suppliers going out of business, the company has enhanced its supplier risk and performance management processes. It has also begun to work on creating back-up plans for alternative supply in case any of its critical suppliers were to interrupt deliveries. “Improving supplier risk management has not been easy,” explains the Director of Procurement. “Many times suppliers are privately owned and it is difficult to access their financial information; it is also difficult to find enough staff to perform the checks on such a large number of suppliers. Nevertheless, we now have a mandate to review the higher-risk custom parts suppliers at least quarterly and all others at least semi-annually. We are also currently evaluating available tools for supplier risk assessment.” © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897
  • 4. Supply Chain Risks in the Uncertain Economy: Grappling with Changes Page 4 Solution Snapshot To address the growing challenges in supply chain risk management, many third-party solution and services providers have begun introducing enhanced monitoring and information services to help their clients improve their supplier risk assessment and management capabilities. These services are offered by different types of solution providers: • Consulting services providers. Management consultants have recognized that supply chain risk management is a highly under- implemented area at companies that presents a fertile ground for consultative engagements. For example, IBM Global Business Services (GBS) offers a comprehensive set of services to help clients assess their risks in various areas, as well as estimate the overall vulnerability of their supply chains. IBM GBS offers supply chain risk modeling using mathematical approaches to analyzing risks and the services of its consultants with expertise in specific industries and supply chain areas. A recommended solution for risk mitigation may include additional supply chain monitoring and control capabilities, supply chain redesign, and new approaches to supplier information management. IBM GBS also offers software solutions for supply chain visibility and optimization if the need for them is identified during the supply chain risk assessment. Other consultancies focused on supply chain risk management include PwC, Marsh, Deloitte, among others. • Specialized supply chain risk management solution providers. There are some specialized risk management solution providers in the market, which focus on supply chain risk management. For example, Protiviti - a specialized risk and audit business consulting services provider - offers a set of services targeted at uncovering and managing supply chain risks. Protiviti's experts in supply chain risk management help companies identify the sources of risk, define optimal risk response strategies, and build long-term strategies for proactive risk monitoring and assessment, including organizational, process and technology strategies. The company is currently seeing the most demand from the market for its supplier-focused risk solutions, although its capabilities encompass both supply and demand network issues. Other specialized providers in the supply chain risk management space include New Momentum, among others. • Best-of-breed software providers. These are existing supply chain and procurement software solution providers that are adding risk management capabilities to their solutions. For example, Ariba - a provider of on-demand spend management software solutions - has recently unveiled its new Supply Risk Assessment Services - an information service that leverages Ariba's © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897
  • 5. Supply Chain Risks in the Uncertain Economy: Grappling with Changes Page 5 extensive supplier information databases covering registered suppliers using its procurement and spend management solutions. This new service can be used both by the existing customers of the Ariba platform and as a stand-alone service for companies that are not yet using Ariba's software. The Supply Risk Assessment service comes as a natural extension of Ariba's Supplier Information Management and Supplier Performance Management solutions, which offer broader supplier-related information and performance management services. The Supply Risk Assessment covers global spend category risks, supplier's financial health analysis using detailed financial information and third-party developed risk profiles, as well as relevant industry and market analysis to identify the impact on supply continuity. Other software providers that have recently introduced risk management services include Aravo Solutions, CVM Solutions, among others. Generally, by improving overall supply chain management practices, companies can create a less risk-prone environment leading to more resilient supply chains. There are multiple consulting services and software solutions available to resolve various supply chain issues: from functionally focused (sales and operation planning, network design, global trade management, transportation management, etc.) to "horizontal" solutions for supply chain visibility, event and disruption management, supply chain intelligence, etc. The solutions and services mentioned in this section describe the additional capabilities and offerings beyond core SCM solutions. To read more about supply chain best practices and solution in general, visit our SCM page at http://www.aberdeen.com/channel/scml.asp. Recommendations Companies should re-visit their supply chain risk management strategy and identify key supply chain risks and critical vulnerabilities: • On the supply chain planning side, the processes that need to include risk considerations include supply chain network design efforts, sales and operations planning, and inventory planning. • On the supply chain execution side, companies need to improve their logistics and transportation management capabilities, secure alternative third-party supply chain partners if needed, and ensure pro-active alerting process and response management for disruptions. • Increased attention should be paid in the short-term to assessing and managing supplier risks, especially during today's period of increased economic volatility. • In the long run, companies should adopt a holistic approach to managing supply chain risks, weighing the risks, costs and returns of various supply chain business models and strategies. All factors © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897
  • 6. Supply Chain Risks in the Uncertain Economy: Grappling with Changes Page 6 should be taken into account, including supply network, demand network, financial considerations and other factors impacting the business overall. All these factors jointly should help companies pick the right supply chain strategies and solutions. • In addition, the Enterprise Risk Management group (if it exists) needs to be fully aware of the potential impact of supply chain disruptions on corporate business performance, and incorporate supply chain risks into the corporate-wide risk management efforts. For more information on this or other research topics, please visit www.aberdeen.com. Related Research Supply Chain Risk Management: The Supply Chain Executive's Agenda Building a Resilient Global Supply 2009: Weathering the Recession; July Chain; July 2008 2009 Author: Viktoriya Sadlovska, Research Analyst, Global Supply Chain Management (viktoriya.sadlovska@aberdeen.com) Since 1988, Aberdeen's research has been helping corporations worldwide become Best-in-Class. Having benchmarked the performance of more than 644,000 companies, Aberdeen is uniquely positioned to provide organizations with the facts that matter — the facts that enable companies to get ahead and drive results. That's why our research is relied on by more than 2.2 million readers in over 40 countries, 90% of the Fortune 1,000, and 93% of the Technology 500. As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte- Hanks (Information – Opportunity – Insight – Engagement – Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen http://www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies provide for objective fact-based research and represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc. and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc. 010109a © 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897