Finally, we must pay attention to the logistic component of the plan. Successful implementation of the plan always depends on the ability to deliver the range of goods and labor regularly and on time: fuel, ammunition, spare parts and skilled people. Similarly, when the company introduces a new product, it must ensure in advance that he can deliver on time and specification. When a company fails to do so, you not only the company’s reputation suffered severe damage and potential customers are turning to replacement products or brands, and therefore, these potential customers will be lost forever. Just as with any part of the logistic plan component should be inherent flexibility to cope with the reality of combat (the market), positive or negative.
Case I:
Insurance companies and successful marketing campaign
The insurance company does not believe in the potential success of a marketing campaign for the introduction of new, innovative insurance policy car. When the campaign was launched, he was struck unexpectedly large number of applications for new policies. Although pre-warned of his marketing manager, she abstained from adopting appropriate organizational preparations to be able to expand the processing of new applications. Many owners seek policy had to wait so long that they were forced to go to other insurance companies, just to get your car insured in time.
Case II:
Senseo Crema
Logistics challenges faced as Philips in 2001, when they introduced their unique “Senseo Crema” coffee maker, because of its great success. In the early buyers had to wait 2 to 3 months before they got their machine. Fortunately, at that moment there was no competition, offering the same machine.
In the art of war, good logistics has always played a decisive role. That is why the opponents to disrupt the supply of part of the strategic objective in itself. The importance of logistics must be given due consideration in all aspects of planning and decision-making in the “grand strategy”, in local policies, as well as in tactics.
Case III:
Anti-shipping war
Submarine warfare conducted in the German navy during the Second World War was a military ofattrition, aimed at the maritime route from the U.S. to the UK. Supply of England, how to keep a base, as well as to prepare for the invasion was a logistics race strategy, which was eventually won allies by introducing a convoy system, the development of technological innovations, such as sonar, radar, and the introduction of “baby aircraft carrier 65, which will protect the convoys, providing continuous support to the air.
Case IV:
Afrika Korps (1941/42)
After the victory at El-Ghazal and after the conquest of Tobruk, when the German Marshal Erwin Rommel in June 1942 resumed his march to invade Egypt and to reach Alexandria and the Nile, their supply lines became so long (900 km), that he had suffered heavy fuel shortage of ammunition. Without this vital fuel, its technical superiority of the tanks became immobile. Moreover, the British successfully disrupted his supplies by sea from Italy. Finally, Rommel, ‘Desert Fox’, was forced to stop their invasion in mind his ultimate goal.
In the context of military logistics influence on the functioning of the military organization in several ways:
* This affects the “combat power”;
* This affects the stability of force;
* This affects the flexibility.
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