Putting the end-customer first

In Chapter 1 we looked at the logistics task from a perspective of material flow and information flow. We also saw how logistics contributes to competitive strategy and the performance objectives by which we can measure this contribution. But what is it that drives the need for flow in the first place The key point to recognise here is that it is the behaviour of the end-customer that should dictate what happens. As stated in Chapter 1, the end-customer starts the whole process by buying finished products. It is this behaviour that causes materials to flow through the supply chain. Only end-customers should be free to make up their minds about when they want to place an order on the network - after that, the system takes over. 

Quality of service addresses the process of handing over products and services into the hands of end-customers. Only after this process has been completed does the product/service reach its full value. And the handover process offers many opportunities for adding value. Instead of picking up a product from a distributor who is remote from the focal firm, there are opportunities during the sales transaction (for example, help and advice in using the focal firm s products), as well after the sales transaction (for example, after sales service and warranty). 

This chapter probes the link between marketing strategy and logistics strategy. It introduces this link, and shows how it is possible to identify logistics priorities - the tasks at which logistics needs to excel. 

---

Chapter 1 Logistics and the suppiy chain Chapter 2 Putting the end-customer first ... 

My final recommendation to the customer was to put in a small RC snubber very close to the IC between its SW and GND pins. Typical values of this snubber are 470pF to 4.7nF and 10Q to 100Q. Note that since this Band-Aid fix is very layout and parasitic dependent, I usually ask the customer to try all the corner combinations first, such as 470pF/10Q, 470pF/100Q, and so on. The customer may also need to play with intermediate R and C values to optimize performance and not take too big a hit in efficiency in the process. I know the Japanese customer evaluated the snubber fix at his end and went into full production with it. 

---