Case Study On Cms Corporation Business Essay


This paper integrates of import research into the effectivity of supply concatenation direction in deriving competitory advantage. A supply concatenation is merely a system of resources and processes that aid in transforming natural stuffs into finished goods for clients. Business success is perceived to be derived from effectual direction of such resources through the supply concatenation ; these include the direction of stock list, processes, stuffs, and even supplier development. Therefore legerity in Supply Chain Management should and must hold the ability to rapidly react to client demands and the altering aims of the house. The modern concern environment goes through economic business districts and sometimes perkiness therefore motivating houses to follow concern schemes for both of these economic events. In times of roar it will connote rich demand but recession exhibit shriveling demand, low grosss and dwindling concern assurance from al the stakeholders. It is in such times that the loath client demands to be cajoled by maintaining criterions every bit high as possible, by utilizing aggregate customization schemes and by pricing competitively. In add-on costs have to be kept low and procedures have to more efficient to liberate hard currency and other resources to other undertakings. Supply Chain Management besides determines how precedences in the merchandise and market mix. When merchandises are promoted through selling, they have to go through through the logistical channels. Members of the supply concatenation besides need to be managed across the full concatenation in order to accomplish company aims. In add-on, growing and profit-making are ever suppressed during economic adversities. A strong Supply Chain Management is ready to hand in undertaking the double job of effectivity and efficiency ( Barratt and Oliveira 2001, p. 270 ) .

Purpose of survey

The intent of this paper is to specify, explicate and practically utilize the assorted theories behind supply concatenation direction for the gaining of competition advantage in the industry. The paper looks in the current place of CMS as a house and explains how the company uses the theory of supply concatenation direction and further how it can utilize it to derive more competitory advantage in the industry. Anyone reading this paper is imparted cognition wise. Thus the article in every bit much as it refers to a specific company ( CMS ) , it develops a deeper apprehension of effectual Supply Chain Management. There is an obvious accent on how competence is harnessed through effectual direction with an purpose of deriving competitory advantage in any given industry.

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Company background information

CMS light metal wheels is one of the taking companies in the Turkish automotive industry. It is good reputed in footings of industry success since its strong laminitiss who made all ensured the success of the company. CMS was founded by Tonguc A-sen with and entirely invests in the automotive sector. Tonguc A-sen together with his other spouse in the twelvemonth 1955 possible founded the first aluminium templet projecting company of Turkey. The concern has been successful until the clip CMS was created. CMS was founded in the twelvemonth 1980 and instead became rather successful in the wheel fabrication and exportation of wheel in big graduated table. This was laid in with the constitution of the CMS Jant ve Makine Sanayii A. S. in Izmir. Get downing in the twelvemonth 1985, the fabrication of light metal wheels for OEM and FIAT Turkiye FordOtosa was launched and up to today, CMS keeps its place as one of the foremost wheel fabricating companies around the Earth. CMS is specialized with expertness in production of Light Metal Wheel, implementing the latest engineering and current invention that produces the best of all time merchandises for clients globally. Currently, CMS holds among the best prima wheel makers of the universe since its startup of fabrication wheels made of aluminum metal for Ford Turkey and Fiat Turkey in 1985. This included the fact that it holds the highest engineering and invention regulating the industries. With this full fighting factor in production, CMS now holds a works in Pinarbasi of 32, 175 square metres with closed country of 20, 944m2, headquartered in Izmir. It has a annual wheel production capacity of 2 million units which makes it a globally big company back uping a broad economic spectrum. Still under its detention, it controls other subdivisions that still maintain high production of units to hike its production rate. Above all, it holds many awards and certifications since the twelvemonth 2003 to turn out its effectivity and success in the production industry ( CMS, 2010 ) .

Literature reappraisal

Definition and range of Supply Chain Management

The Global Supply Chain Forum ( GSCF ) defines Supply Chain Management ( SCM ) as “ the integrating of cardinal concern procedures from terminal user through original providers that provide merchandises, services, and information that add value for client and other stakeholders ” ( Chan & A ; Qi,2003, p.209 ) . Therefore, SCM is proactively the relationship between providers and purchasers as entirely integrated in the Supply Chain and non simply first manus providers ( Cox, 2004, p.352 ) . Supply concatenation is straight linked to the procedures and resources affecting the transition of natural stuffs through the bringing of finished goods to clients ( Bridgefield Group, 2004, para.2 ) . The differentiation of supply concatenation processes among assorted sections in a given company yields economic systems of graduated table and specialisation. However, there are several pertinent issues that need to be tackled in order to hold a successful supply concatenation ; this is in fact the main intent of Supply Chain Management. This is the direction of a web of interrelated concerns involved in the ultimate proviso of merchandise and service bundles required by terminal clients ( Harland, 1996, p.70 ) . It spans all the motion and storage of natural stuffs, work-in-process stock list and finished goods from point of beginning or instead production point to the last phase normally the ingestion point of supply concatenation ( Lee, H.L. , 2004, p. 112 ) . In it being used in the policies for selling, it serves as a interruption through to many jobs sing the smooth running of the concern. Among other things, it helps in the distribution web constellation, distribution scheme, tradeoffs in logistical activities, stock list of direction, hard currency flows etc. so as to convey new development in the system. The motions that are observed by the development of supply concatenation direction surveies include ; creative activity, integrating, and globalisation, specialisation stage one and two, and supply concatenation direction ( Robertson, Gibson & A ; Flanagan, 2002, p. 4029 ) .

Development of Supply Chain Management

In the past few decennaries, supply direction was fundamentally technological driven ; more accent was laid on cost minimisation with small respect on merchandise or flexibleness ( Tan, 2001, p. 40 ) . Collaboration and integrating in the supply concatenation was viewed as unacceptable. However, since that clip competition has pushed fabrication to greater degrees of flexibleness, lower costs of production and enhanced merchandise quality. The concern environment has witnessed formation of strategic partnerships between concern spouses. The position of supply concatenation direction has shifted from technological attack to that of trust and cooperation ( Ragartz et al. , 1997, p.200 ) .

Theories of supply concatenation direction

Resource-based position ( RBV )

RBV is a concern direction tool used to find the strategic resources available to a company. It is a supply concatenation direction theory with a cardinal rule that the footing for a competitory advantage on a house lies on the application of the package of valuable resources at the house ‘s disposal ( wernerfelt, 1984, p. 172 ; Rumelt, 1984, p. 172-558 ) . In order to transform a short-term competitory advantage into a sustained competitory advantage, so these resources are required to be heterogenous in nature and non absolutely nomadic ( Peteraf, 1993, p. 180 ) therefore valuable resources that are neither absolutely imitable nor substitutable without great attempts are made in usage, ( Hoopes, 2003, p. 891 ) .

Transaction cost analysis ( TCA )

It has become an built-in constituent of the trade procedure. TCA is normally important to accomplish best executing, control trading costs and convey greater efficiencies to trading operations. It is most helpful to the house ‘s step of how effectual both perceive and existent portfolio orders are completed. Conceptually, it represents the difference between two sums. Event treating platform can play an active function in calculating TCA in real-time ( Saul, Frazier & A ; Victor, 1990, p. 200 ) .

Knowledge-based position ( KBV )

This type of theory usually considers the cognition as the most strategically important resource of a house. Its advocates argue that because the knowledge-based resources are normally hard to copy and that they are socially complex, heterogenous cognition bases and capablenesss among houses are the major determiners of the sustained competitory advantage and superior corporate public presentation. This cognition is embedded and carried through multiple entities including organisational civilization and individuality, policies modus operandis, paperss, systems and employees, ( Eisenhardt & A ; Santos, 2002, p.139-156 ; Grant, 1996, 109-122 ) .

Strategic pick theory ( SCT )

This type of theory is concerned with forces and variables in the external environment which are dynamic and those concern schemes are affected by the interactions between these factors ( Kelly, 2002, p. 119 ) .

Other theories include the Agency theory ( AT ) . This theory attempts to explicate the relationship that exists between principals, such as a stockholders, and agents, such as a company ‘s executive. In the specified relationship, the principal delegates an agent to execute work. This theory trades with two specific jobs: the end of the principal and the agent are non in struggle, and that the principal and agent reconcile different tolerance for hazard, ( Jensen, Michael C. , and William, 1976, p. 305-360 ) . Another theory is the Institutional theory which emphasizes rational myths isomorphy, and legitimacy. ( Scott, 2008 ) . It exhibits two dominant tendencies which include: old institutionalism and new institutionalism. It considers the procedures by which constructions, including scheme, regulations, norms, and routines become established as important guidelines for societal behaviour, ( Powell and DiMaggio, 1991 ) . Finally there is the Systems theory ( ST ) web position ( NP ) . This is a type of supply concatenation theory that takes a trans-disciplinary attack that abstracts and considers a system as a set of independent and interacting parts. The chief end of this theory is to analyze the general rules of system working to be applied to all types of systems in all Fieldss of research, ( Von, B. 1984 ) .

Problems in Supply Chain Management

Supply Chain Management involves a figure of a figure of jobs that need to be solved in order for the house to see efficiency in its operations. A myriad of these jobs emanate from economic uncertainnesss ‘ and deficiency of capacity to organize assorted activities and stakeholders ( Turban, McLean, & A ; Wetherbe, 2004, p. 220 ) . The most common of these jobs is the so called “ bullwhip consequence ” . This is where even little fluctuation in stock list and or demand degrees of the top most ( say concluding ) house in the supply concatenation are transmitted and magnified in the full concatenation. This is due to information dissymmetry, therefore companies respond with unproportional lessening or increase in stock list degrees therefore farther taking to even greater fluctuations in demand to other houses in the concatenation. Another job is that houses will be given to optimise their ain grosss, with no respect to the virtues or demerits to the general supply concatenation. This is known as local optimisation. McGuffog and Wadsley ( 1999, p. 218-225 ) have added that, human factors must besides be put into consideration particularly as it pertains the devising of determinations due to information dissymmetry on their part-human existences are non perfect when it comes to determination devising ( Holweg & A ; Bicheno, 2002, p. 170 ) .

Developments in Supply Chain Management

The coming in engineering has led to the outgrowth of the development of e-business. E-business is a term used to mention to both to e-commerce ( the purchasing and merchandising of merchandises and services via the cyberspace ) and the development of concern procedures which make usage of information and seamless information sharing in the supply concatenation ( Wagner, Fillis, & A ; Johansson 2003 ) . Such engineerings include manufacture resource planning ( MRP ) , Computerized point-of-sale and Vendor Managed Inventories among others ( Trkman, Stemberger, & A ; Jaklic, 2006, p.3 ) . However, it is notable to province that the usage of information engineerings entirely is a Panacea for all Supply Chain jobs. In retrospect, most jobs of on-line minutess are non technologically related but are logistical in nature ( Hoek, 2001, p. 190 ) .

Efficiency in supply concatenation direction can be enhanced by the decrease of the figure of fabrication phases, decrease of lead-times, increasing interaction, and hastening the procedure of information flow ( Persson & A ; Olhager, 2002, p. 233 ) . It has been proved that the usage of electronic informations interchange ( EDI ) significantly minimizes stock list swings and increases safety of stocks. In their experiment, Owen and Levery ( 2002 ) showed that usage of information engineerings reduces the standard divergence of stock degrees connoting a decrease in stock list swings. However, the acceptance of new engineerings should be accompanied with alterations in house ‘s operations in order to to the full recognize their possible competitory advantages ( Mentzer, John T. , 2004, p. 11 ) .

In recent old ages, a figure of surveies have shown the significance of information sharing within the supply concatenation ( Barrat, 2004, p. 36 ) . Mason-Jones & A ; Towill ( 1997, p. 140 ) have summarized that, information sharing is the basis of a successful Supply Chain direction. In every bit much as the procedure of information sharing in the Supply Chain is of import, strategic planning of the procedure in critical ( Birgit & A ; Tage, 2005, p. 110 ) . Information must be good utilised and should be made available to assorted stakeholders as deemed necessary. Information sharing becomes debatable when houses in the supply concatenation garbage to portion of import informations such as lead-times, particularly those houses that are closely linked ( Ketchen & A ; Hult, 2007, p. 570 ) . This is merely deficiency of trust, which is the chief obstruction towards effectual information sharing ( Lee, H.L. , 2004, p. 108 ) .

Measuring Supply Chain direction success

The inquiry of mensurating the success of Supply Chain Management is a important 1. Some bookmans have proposed that this can be measured by looking at the effectivity of service, fight of the supply concatenation, client satisfaction, and profitableness in general. However, in world it is really hard to develop a standard metric for supervising betterments. Therefore more operational prosodies have been developed to mensurate the success of supply concatenation direction. These operational indexs include lead-time, quality, and entire costs in the supply concatenation ( Persson & A ; Olhanger, 2002, p. 236 ) . Customer reactivity is one of the most common steps used by houses. The prosodies of public presentation can be categorized into resource ( e.g. cost of production, stock list ) , end product ( client service ) and flexibleness ( the ability to set to alterations in the environment ) . Chan and Qi on the other manus stress on the significance of mensurating inputs ( lead-time and costs ) and end product ( dependability, quality and merchandise or service innovativeness ) . Thus composite step consisting all the above include efficiency, productiveness and resource use. Tatsiopoulos, Panayiotou, & A ; Ponis, ( 2002, p. 118 ) in their study indicated that lead-time and resource use are the most considered steps of supply concatenation effeciency.

By synthesising the above literature on measuring of supply concatenation effectivity ; it is clear that the attainments of client satisfaction at low costs, plus flexibleness to respond to market alterations are critical. The client is interested in quality and efficiency in the supply concatenation. However, research on single houses in the supply concatenation is of import. Though it is obvious that a house is improbable to be involved in an integrating undertaking that is non good, the chief kernel of cooperation is to portion hazard and wages ( Arora, S. & A ; Kumar, S. ( 2000, p. 68 ) .

Performance steps need to be good integrated across the sections and all houses in the Supply Chain ( Barrat, 2004, p. 280 ) . Failure to integrating merely implies that all the attempts of bettering supply concatenation direction are doomed to neglect. Ideal steps of public presentation will take to the attainment of dual benefits-improvement of supply concatenation direction and effectual measuring of the achieved benefits. A common modern twenty-four hours attack to mensurating and foretelling the consequence of Supply Chain direction is the usage of simulations ( Bosilj-Vuksic et al. , 2002, p. 109 ; & A ; Terzi & A ; Cavalieri, 2004, p. 40 ) .


CMS has a better repute in its proceedings therefore rendering the corporation successful. This can be justified under some facts and figures about the production where the company holds a production capacity of about 2 million units. This besides is seen with the CiAYli works, which promotes the retentions gross revenues by 2.200 million units per twelvemonth. Not merely in production is the corporation successful, but besides in the engineering it uses. This makes it bring forth better quality merchandises capable of doing those big sums of gross revenues volume. It besides holds the capacity of supplying foreign companies such as TofaAY , OYAK- Renault, Ford- Otosan, Toyota ( TMMT ) , Honda Turkiye, and Karsan with some of the some of its services. It besides holds to the usage of current engineering in the market for the production of the best quality tyres. CAS, CAD, CAE, FEA and projecting simulation is used in planing wheel theoretical accounts and accoutrements whereas CAD/CAM and CNC engineerings are used in mold fabrication. Low force per unit area casting techniques are used as good ( CMS, 2010 ) .


The hypotheses for this research are ;

Flexibility in supply ironss improves the fight of houses.

Most companies use the theory of supply concatenation direction.

The theory of supply concatenation direction is efficaciously used by CMS to derive a competitory advantage in its industry.

Effective supply concatenation direction is used by most houses as a tool of competition advantage.


This chapter highlights assorted methods and processs that are to be used in the accomplishment of the chief aims of this survey. The intent here is to depict the procedure involved in planing the survey and to show how the research worker will roll up, analyze and construe the information. This research is more fact-finding and as a consequence I would utilize both qualitative and quantitative information which will enable me to construe the obtained information, ( Creswell, J, 1998 ) .

Research attacks

This research will use both qualitative and quantitative attacks. Qualitative research is whereby narrative informations will be collected in a more natural puting so as to derive penetrations into the phenomena of involvement ( Ronald, J. 1995 ) .This research method will measure variables over a period of clip so as to reason how things are, how and why they came to be that manner, and what it all means. The will be collected through observation and usage of questionnaires ( Creswell, J. 2003 ) .

Since CMS is has been runing for some clip and in an industry with several rivals, the research will utilize a correlativity attack to find the relationship between two or more quantifiable variables that will be taken into consideration ( Grace, D. , Schelling, E. , Willingham III, A.L and Randolph, T. 2007. ) Data from at least two variables will be collected and so computation of correlativity of coefficient between the variables will be determined. The testing of hypothesis for qualitative informations will be done by the aid of a causal-comparative attack ( Joubish, Farooq, 2009 ) .

Methods and techniques

Primary methods

Data aggregation is one of the critical steps in the research activity since it ensures that informations gathered is both defined and accurate and subsequent determination based on statement embodied in the findings are valid. Assorted methods of roll uping informations were put into consideration for the success of the research work. The research worker used different methods to roll up informations which tend to give more accurate information. Besides there was he usage of empirical research which was used in the feasibleness of the solutions. This was used in roll uping primary informations through interview with the IT section manager. This instrument was used to set up the cognition and the appropriate usage of accounting policies in fiscal coverage. Its rightness was apparent in that it covered a big population. It besides provided standardised and similar trials to all the information therefore increasing the dependability of the empirical trial instrument. Below are the techniques that I used in roll uping the information. Primary informations aggregation will be collected by the participants utilizing interviews, questionnaires, observation, instance surveies focus group interviews. More specifically, informations collected is alone to you and your research and, until it is published, no 1 will hold an entree to it.

The advantages of these methods include: Data is collected in its original signifier through experimenting, analyzing and detecting the topics or through by interviews or questionnaire ; the research worker has a realistic position about the subject in consideration ; and Conclusive information can be easy deduced since it includes a big population in a broad geographical coverage.

However these methods have several disadvantages such as: There is big volume of informations that can be generated ; sometimes it involves immense volume of population which might convey about disagreements ; It is clip devouring since it involves a batch of motion, crowds and designing of studies which consume a batch of clip ; In the aggregation of informations, there must be close intercession to guarantee that right informations is collected and without errors ; and there is the aggregation of natural informations, which means you need farther probes to acquire clear information about what you were researching approximately.

Secondary methods

Collection of informations is done by person other than the user. Common beginnings: for qualitative informations ; semi-structured and structured interviews, focal point groups, transcripts, field notes etc. for quantitative informations ; nose count, lodging, societal security and other related databases, ( Moore, N. , 2006, p. 265-268 ) .

The advantages of secondary informations aggregation are: clip economy ; for quantitative analysis, it provides larger and higher quality informations base than would unfeasible for any single research worker to roll up on their ain ; It is impossible to carry on a new study that can adequately capture past alteration ad/or development ; Uses bing information ; and Web-based stuffs and hunt engines are readily available.

The disadvantages are: Information may be uncomplete, disused, inconclusive or inaccurate ; Secondary information does non allow in patterned advance from preparation of a research inquiry to planing methods to reply the inquiries since it is limited to what already exists ; and It is non executable for me to prosecute in accustomed procedure of doing observations and developing constructs ( O’Sullican and Rassel, 1999 ) .


When supply concatenation direction scheme is good implemented, there would be pronounced grounds in the competitory advantage of the house. This is so because there is incorporation with new powerful information engineerings that boosts the concatenation ‘ end together with the 3rd party services in the supply service. Consequently, more companies ( both big and little ) posses the capacity to use expanded provider options. Therefore the strategic policies of such companies need to be reshaped in order to harvest benefits such as efficient monitoring of their position and activities of their providers, production workss, and storage installations among others across the Earth. In add-on, the execution of a strategic supply concatenation direction program will assist houses to minimise holds since there is an ignition of difficult work with the ailments from different clients. This would be the best clip for the betterment in the supplies of company and as seen in the CMS, it has generated effectivity when defined sing the sum of end product generated annually. With the usage of the package besides, there is broad use in the information and the supply of the current declarations to so many people without hold. This ensures on-line interactions with clients.


In order to recognize the full potency in supply concatenation direction, it is rather necessary to incorporate houses in a supply concatenation. It is clear that the intense involvement in assorted enterprises such as JIT, speedy response and efficient consumer response all portion a common themeaˆ¦ concatenation integrating. There are a myriad of jobs that are related to stock list positioning within the supply concatenation occur in the portion because of deficiency of information flow between supply concatenation members. This will necessitate to watch out for the bullwhip consequence which affects the full supply concatenation therefore impairing the efficient flow of information and coordination among supply concatenation members is the solution. The attainments of client satisfaction at low costs, plus flexibleness to respond to market alterations are critical. The client is interested in quality and efficiency in the supply concatenation. However, research on single houses in the supply concatenation is of import.


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