Marketing Channels and Logistics

1. Executive Summary 1

2. The Discussion for Task 1 1

2.1 The market opportunity for the forged aluminum alloy wheel rims…………………………………………………………………..1

2.2 The financial performances of SuperAlloy 2

2.3 The key challenges for SuperAlloy 4

3. The Discussion for Task 2 9

3.1 The solution for the dilemma of collaboration in supply chain 9

3.2 The solution for the breakthrough of market channels 9

3.3 The solution for deploying the system of logistics in China region 10

4. Conclusions 10

5. Reference 11

6. Appendix: The company profile of SuperAlloy 11

1. Executive Summary

This report is aimed at exploring the market channel and logistics in the case of SuperAlloy, the world-class provider of forged aluminum alloy wheel rims. Through the analysis of financial performance, the fluctuations of average selling days and inventory turnover are necessary to addressed. After the discussion, this report mentions three key, including the dilemma of collaboration in supply chain, breakthrough of market channels, deploying the system of logistics in China region.

From the perspective of management, SuperAlloy should adapt external integration, restructure the supply chain collaboration, complete the breakthrough of market channels, highlight some KPIs, such as inventory turnover, average selling days, and the average time to generate first trial order for new customer or new design, and deploy the logistics of China regions.

2. The Discussion for Task 1

2.1 The market opportunity for the forged aluminum alloy wheel rims

With the designs of energy-saving technology growing mature in automobile market, the forged aluminum alloy wheel rims have become the important component in future lightweight vehicle. The components of high-strength forged aluminum alloy could be used to reduce vehicle weight and enhance the engine efficiency. Therefore, the forged aluminum alloy wheel rims have played the key part in automotive supply chain (http://www.superalloy.tw/).

The case company in this report is SuperAlloy, which has moved into the forged aluminum alloy wheel rims since 1997. The first three key suppliers of forged aluminum alloy wheel rims