Talleres Auto Talleres Auto (TA) is an SME based in Barcelona. TA attends to bro

Question

Talleres Auto Talleres Auto (TA) is an SME based in Barcelona. TA attends to broken-down vehicles, providing a roadside repair and recovery service. Two of the parts that TA frequently uses are starters and alternators, which are obtained from a local distributor. In turn, the local distributor orders parts from a prime distributor. Starters and alternators are obtained from a remanufacturer, who replaces the windings and tests the products using parts bought from a component supplier. A diagram of this part of the supply chain is shown in Figure 1.11 Component Remanufacturer distributor Prime Local distributor TA: installer supplier - Talleres Auto is the installer . TA buys starters and alternators from a local distributor . The local distributor buys from a prime distributor . The prime distributor buys from the remanufacturer . The remanufacturer buys components from a component supplier Figure 1.11 The Talleres Auto supply chain Most of TAs customers make 'distress purchases-their car has broken down and they want it to be fixed quickly. So TA needs a fast replacement service from the local distributor. Whilst both the distributors recognise the need for fast replacements, the erformance of the purchasing department at the remanufacturer is measured on cost savings. Thus the component supplier thinks that the name of the game is low cost. (Source: Christine Harland) Questions 1 What are the order winners and order qualifiers at TA? 2 What are the order winners and order qualifiers at the component supplier? 3 What impact on customer service is this lack of alignment likely to cause?

Explanation / Answer

Answer: (1) The order qualifiers are those standards that are required for making the customer consider a product or service for purchasing. Hence at TA order winners are, customer service, fast replacement and availability of the required equipment. The order winners set the product or services apart from the competition. Hence at TA these are quality of equipment and customer service

(2) At the component supplier the order qualifiers are the cost of the products and the timely availability of the components. The order winners are the cost and quality of the supplies.

(3) The customers in the industry require service in emergency situations and hence if this alignment is lacking then the TA will not be service the customers on time and hence disturbing the quality of customer service.

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