Study of the marketing - manufacturing - supply chain coordination in DGP WINDSOR, Ahmedabad

Abstract

In an increasingly competitive industrial scenario, the co-ordination between various inactions is becoming increasingly immortals to detain a competitive edge in the market place. Firms around the world are using various strategies and techniques to gain competitive advantages. Market Driven manufacturing is one such strategy that firms we adopting. This involves a close interface between two inactions of prime importance to a firm- Marketing and Manufacturing. This project is based on a study of DGP-Windsor, an extrusion moulding machinery manufacturing in India An in-depth study of the manufacturing set-up was carried out nice production is the overall chive of all the activities in the supply chain of the firm The functioning often Marketing and the Materials departments were studied and then finally, the interactions between these function was examined. The firm has regional offices which act as main customer liaison centers. The orders are procured and the information is passed on to the Central Sales Organization based at Ahmedabad The orders are processed for technical feasibility by the R&D department The manufacturing related considerations like lead time requirements are examined by the Flaming Department Then if accepted, the order is processed by developing a Sales Job Order along with a Bill Of Materials for tither processing by the Materials Department and Assembly Units. The assembly units are organized into three independent Strategic Business Units along the lines of the major products produced- Tqie Plants, Tube Plants and Film Plants. To service the assembly operations, the production set-up has a Die Shop, Machining Shop and the Electric Panel shop to produce the dies, screws and barrels and electric panels respectively. The machines produced are divided into Made to Stock machines and Made to Order machines. Based on the mix of these categories, a production plan for a production horizon of a quarter is (haw-n up and the components are categorized into slow moving and first moving The Kanbm card system (called the Sketch Cord system in the Linn) for the fast moving components has been implemented But since the production schedule varies over the production period, this system is not very effective. Minor changes in the MTS plant schedules within the production horizon were suggested to even out the condoners consumption md judgements the Kanban system The movement of the material in the shop floor production process of screws and barrels is random. To smoothen the flow of memorial, a process based lay-out of the machining shop was proposed finally, some changes in the assembly floor lay-out were suggested. The study also contains a detailed description of the various changes adopted by the company to meet the demands of the market place. Important changes in the procurement linctus- building of closer supplier links and procurement strategies- and the results of these changes are covered.