Present in over 120 countries, Group SEB is now a world leader in two specific areas: small household electrical equipment and cookware. This position gives it a specific profile of equilibrium in terms of products, trademarks, geographical location, and distribution channels. The global market for small electrical appliances is worth 24 billion Euros, and the SEB Group holds approximately 11% of this share. Of this, about 15% belongs to the cookware category. This amounts to 5 billion Euros and is the domain with the widest international influence. As part of our Operations Management course, we had to study the organization of the supply chain of a business.
Group SEB occupies an important place in the Lyon region. Its world headquarters are located in Ecully. We chose to study the organization of this company to understand its worldwide fame. We met Mrs. Cadoux of project logistics, who showed us the Mions platform on Monday, March 5, and we were thus able to study the organization of its supply chain.
The SEB Group is currently developing a multi-brand strategy, it has 17 brands with a strong reputation and complementary to each other, while five of them have a global reach, the other 12 are national or multi-regional. These brands are the cornerstone of the marketing policy of the group.
This multi-brand strategy allows the SEB Group to establish a broad geographic presence to better cover all market segments, to provide specific answers tailored to the desires of consumers by going beyond the mere satisfaction of their needs, to orient more strongly their policy in relation to distributors, with the aim of generating growth by optimizing the resources of the Group (R&D, sales, advertising, etc).Groupe SEB has built up gradually in 50 years to become the No. 1 in global small household appliances.
In 2006:
- Groupe SEB was No. 1 in small household electrical equipment
- Marketing of its products in over 120 countries
- 78% of its sales are made outside France
- 147 million products sold
- Turnover of 2652 M €
- 14 400 employees in 49 countries
- A product sold every six seconds
The policy of international expansion started nearly 30 years ago has allowed the SEB Group's brands to locate in many countries.
Today, its global leadership is the sum of many local leadership positions accumulated over the years. Until 2006, there were 7 platforms for Groupe SEB in total in France, but because of downsizing there are only 2 platforms that remain open: that of Orleans, which manages the flows to France and that of Mions (in the Rhone Alps) that handles all the export related activities.
The logistics platform is designed to receive products from different vendors, store these products according to its own organization to the platform and ship these products to customers while ensuring respect of deadlines orders. It deals with an average of 25 truck movements per day and ships about twenty truck containers per day.
[...] The platform therefore has a serious problem of storage space that is not so simple to solve because you have to take into account different constraints: the seasonality of the business , failure to increase the size of the field of the platform the different volumes of each pallet , security standards (including fire ) many . The platform has opted for the solution time for a fee: "trap " Regularly pallets that are least likely to go out of stocks for shipment are sent to warehouses of a company that rents storage group at these locations ( prices per pallet per week). 4-5 shuttles can be sent weekly. Possible solutions What causes this? Is this a specific problem related to delays or poor forecasts or will it be the new deal? [...]
[...] Flow management is fully automated with an ERP SAP and software inventory management and warehouse WM TecLogic regarding the location of stocks. Customers and Suppliers Customers are subsidiaries of group abroad. The platform sends its products : - To platforms in most major European countries, responsible for distributing local dealers in the country. - To platforms GSE group ( Group SEB export) who distribute the products in the Middle and Near East . - To small platforms behaving like local dealers in the country of the former USSR ( CIS group Suppliers of this platform are factories that manufacture the entire product range of the SEB Group, which are sold worldwide . [...]
[...] Group SEB: Logistics platform I. General Presentation of the SEB Group A-History B-Presentation C-The Platform Mions II. Modeling business operations A-Real-time control B-Control short and medium term C-Control long-term III. The planning process Receptions and Shipments: A-Schedule of reception B-Planning expeditions C-Technical Details IV. The problems encountered by the platform A-Introduction B-Change issues of trade, export C-The recruitment policy D-Flow management: The management of docks The E-space management Present in over 120 countries, the SEB group is a world leader in two specific areas : the small electrical household appliances and cookware. [...]
[...] The advantage would be to not delay the rest of the staff on the platform with these trucks, make them take less risk ( because they are not trained in this type of cargo) and perhaps to be more flexible (personnel faster available) in case of " rush" unexpected (delayed carriers) . The recruitment policy Problematic situation: interim Following the massive layoffs of 2004-2005 related to the restructuring of the entire logistics platforms group, the SEB Group can reuse massively with permanent contracts. There are very few permanent employees on the platform. Averaged over a logistics team of 15 people are temporary. [...]
[...] 1973 Creation of the SEB SA holding company. Chairman: Henri Lescure Tefal launches waffle and lighter gas as a 1974 diversification by providing to the Ideal Home Exhibition in Paris. 1988 The SEB Group acquires Rowenta, which manufactures irons, coffee makers, toasters and vacuum cleaners. 1989 The SEB Group expands internationally, implements an assembly plant in Mexico, opens sales offices in Eastern Europe and Turkey, and strengthenes its positions in Asia. 2001 The SEB Group partially resumed activities in Moulinex, bringing its workforce to 16,000 people. [...]
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