Supply Market examination – Why Do We Need Market Intelligence?
Why do we bother to gather market intelligence on the strategic commodities we are sourcing? The answer is that if we don’t we may be exposed to unnecessary supplier risk and any competitive advantage we thought we had may be lost. Supplier risk can be present anywhere, anytime and with any supplier.
Supply Market examination vs. Market Intelligence
Supply market intelligence is a current buzz-phrase currently gaining rapid exposure. It is essentially an upgrade of supply market examination and can be defined as the time of action of gathering, filtering, distilling and presenting information applicable to a company’s supply markets. The specific purpose is to sustain accurate and confident decision making in the procurement course of action. A properly executed and insightful supply market study requires that meaningful and disparate amounts of research materials be collected by dominant and secondary research.
Traditionally, supply market examination has included developing a commodity profile, examining cost structures, researching suppliers, and identifying meaningful market indicators. Being able to able to assemble a supply market examination for a given commodity is a skill that is basic for every supply chain specialized to master
dominant and secondary research
dominant research is information gathered by interactions with other people typically by meetings, one-on-one structured interviews, focus groups, and surveys. dominant research with current and prospective vendors is often more valuable and insightful than secondary research. The deluge of information obtainable on the Internet, both reliable and speculate, can be accessed equally by billions of users. dominant research is an basic component towards creating a competitive advantage.
This is the fun bit. Secondary research is information collected from existing literature, publications, broadcast media, and other non-human supplies. This is generally easier to gather than dominant and is often valuable in relation to the effort expended. Whether you are studying the market outlook for male personal hygiene products in Southern Africa for the next five years or an in-thoroughness examination of future capital flows and investment trends in hospital construction, it is all “out there”. A recent report on the South African economic ecosystem predicts that the pharmaceutical industry will grow much faster than other sectors due to a strong continuing need for dominant healthcare level drugs, such as generics, antibiotics and over-the-counter remedies.
Intelligent steps to take towards really knowing your commodity
- Develop the Commodity Profile
Find out the international product classifications and document the commodity definition. Consult widely and get a clear understanding of the important technical and quality issues.
- Determine the Cost Structure.
Over and above the usual adding up of raw material costs, labour, transport, energy, overheads etc, you can be more inventive. Listed companies are required to publish financial statements and do presentations on their business results. Scour this information for clues to their cost profiles.
- Research all Suppliers
This requires focus and effort and is an on-going course of action. Establish if the global market is fragmented or consolidated, where the low-cost suppliers are, possible new supply channels and any pending mergers or buy-outs. This is an area is where you may need help from the specialist organizations that provide news and intelligence sets, especially where they target unlisted companies. Customized dashboards are obtainable that are designed especially to track activity within your commodity. But at a price!
- clarify meaningful Market Indicators.
The good news is that most global and regional market indicators are frequent, reliable and free. Economic and indicators track high level commodity prices, production rates, inventories, GDP and employment statistics. You can already set up alerts so that you don’t miss any meaningful events or developments.
Should your organization be kind enough to provide you with analyst sustain or if you have excess time on your hands, you can delve into technical and detailed analyses for important commodities using SWOT examination, Porter’s five forces and PEST. PEST stands for “Political, Economic, Social, and Technological examination” and you can already upgrade it to PESTLE if you add Legal and Environmental impacts.
Whether you are based in Luanda, Lesotho or Lilongwe, you can have access to the same market information as the rest of the world. The difference is that you may not have the opportunity or the financial resources to source from outside Africa which limits your options. South Africa and Nigeria are the most developed markets and dominant supplies of supply for buyers in Southern Africa.
Supply market information challenges will always be with us
Identifying high risk suppliers is one of the major reasons why we attempt the laborious research into our supply markets. Risks can be mitigated to some extent by tracking and managing supplier performance issues and monitoring the changing financial position of meaningful suppliers but this is not foolproof. It is necessary to have a Plan B ready where you have already identified different suppliers to replace or supplement existing suppliers. Avoidance of supply chain disruptions due to supplier failure is vital for business continuity.
Information overload is trap that it is easy to fall into, as is examination-paralysis. Managing meaningful suppliers by exception allows you to use your limited resources wisely. Continuous monitoring of high impact suppliers by the use of scorecards, graphs and charts helps ensure that you can store and proportion current information and provides an early warning system for senior management.
Sourcing managers, especially in Southern Africa, are doubly challenged as they are required to have a different supplier base. This can include a time-consuming supplier qualification and record keeping course of action. Government regulations and economic development initiatives which are designed to offer supply opportunities to micro-, small- and women owned businesses need to be followed. In most African countries, a percentage of local content is an important requirement. All of these issues add complexity to the maintaining of a good supplier intelligence database.
Competitive advantage by knowledge and examination
One’s examination efforts should be focused on heavily concentrated markets where there a few large suppliers and also on highly fragmented markets where smaller suppliers can cause supply interruptions due to financial instability. Tracking of meaningful market indicators can provide insights in supplier cost structures which helps determine if you are achieving the best possible deal.
An in-thoroughness knowledge of the supply market dynamics in a commodity can reduce risk. By developing a comprehensive understanding of the number, kind and structure of suppliers you can keep your options open and lower the risk of supply interruption.
Used within a strategic sourcing framework, a procurement person’s strong dominant research skills and the ability to track a commodity can deliver competitive advantage. If you are naturally inquisitive and like to follow trends, none of this will already feel like work.