CPG 公司加强销售和运营计划的 6 种策略

6 Strategies for CPG Companies to Supercharge Sales & Operations Planning

1. Customer-Centric Focus: The Foundation of Demand-Driven S&OP

A customer-centric approach is essential for successful demand-driven S&OP. Key best practices include:

• Customer Segmentation and Prioritization: Segment customers based on profitability, strategic importance, and service-level requirements. Develop tailored strategies for each segment to focus on key accounts and high-value customers.
• Voice of the Customer (VoC) Programs: Collect direct feedback from customers through surveys, focus groups, and social media listening to adjust product offerings and drive innovation.
• Collaborative Planning, Forecasting, and Replenishment (CPFR): Engage in collaborative planning with key customers to align on forecasts, promotions, and replenishment schedules.

Impact:

• Seventy-eight percent of customers are more likely to engage with companies that send them targeted offers.
• A CPG company that misallocated its marketing budget experienced a 21% increase in customer attrition.

2. Real-time Data Integration: Achieving End-to-End Visibility

Real-time data integration is crucial for modern S&OP processes. Best practices include:

• End-to-End Visibility: Ensure visibility across the entire supply chain from raw material suppliers to end consumers by integrating data from all relevant sources.
• Use of IoT and Advanced Sensors: Capture real-time data on inventory levels, production status, and logistics using IoT devices and sensors.
• Advanced Analytics and Machine Learning: Utilize machine learning algorithms to analyze real-time data and provide actionable insights.

Impact:

• Companies with real-time supply chain visibility experience a 20% increase in overall efficiency.

3. Improved Forecast Accuracy: Reducing Uncertainty in Demand Planning

Accurate forecasting is fundamental to effective S&OP. Best practices include:

• Statistical Forecasting Techniques: Use a mix of statistical models like ARIMA and exponential smoothing.
• Demand Sensing and Shaping: Implement demand sensing techniques using point-of-sale data and social media trends. Use demand-shaping strategies like pricing adjustments and promotions.
• Continuous Improvement and Learning: Regularly review and adjust forecasting models based on performance metrics and market changes.

Impact:

• Companies using advanced forecasting techniques see a 10% to 15% improvement in forecast accuracy.
• A 1% improvement in accuracy leads to a 2% to 3% reduction in inventory costs.
• High forecast accuracy reduces stockouts by 15% and excess inventory by 10% to 20%.

4. Flexibility and Agility in Operations: Responding to Market Changes

Operational flexibility is critical for adapting to market changes. Best practices include:

• Modular Supply Chain Design: Segment operations into smaller, flexible units that can independently manage inventory, production, and distribution.
• Flexible Manufacturing Systems: Adopt scalable and adaptive technologies to switch between products with minimal downtime.
• Supplier Diversification: Rely on a diversified pool of suppliers to mitigate risks from supply chain disruptions.

Impact:

• Approximately 70% of companies face significant challenges due to demand variability, leading to stockouts or excess inventory.
• Dynamic safety stock management can reduce stockouts by 20%-30% and increase inventory turnover by 10%-15%.

Summary

To supercharge S&OP processes, CPG companies should focus on customer-centricity, real-time data integration, improved forecast accuracy, and operational flexibility. By adopting these strategies, companies can enhance their competitiveness and drive sustainable growth.