Harvard Case - Sher-Wood Hockey Sticks: Global Sourcing
"Sher-Wood Hockey Sticks: Global Sourcing" Harvard business case study is written by Paul W. Beamish, Megan (Min) Zhang. It deals with the challenges in the field of General Management. The case study is 11 page(s) long and it was first published on : Feb 13, 2012
At Fern Fort University, we recommend Sher-Wood Hockey Sticks implement a strategic global sourcing strategy that balances cost optimization with quality assurance, sustainability, and ethical considerations. This strategy should prioritize building strong partnerships with suppliers in emerging markets while maintaining a robust quality control system and fostering a culture of innovation and continuous improvement.
2. Background
Sher-Wood Hockey Sticks, a leading manufacturer of hockey equipment, faces the challenge of balancing cost pressures with maintaining product quality and innovation. The company is considering sourcing components from emerging markets like China and Vietnam to reduce manufacturing costs. However, this decision comes with risks related to quality control, ethical sourcing, and potential disruptions to the supply chain.
The case study focuses on the decision-making process of Sher-Wood's management team, who must weigh the potential benefits of global sourcing against the potential downsides. The main protagonists are:
- Peter Smith: CEO of Sher-Wood, concerned about maintaining the company's competitive edge and profitability.
- Sarah Jones: Head of Operations, responsible for sourcing and manufacturing processes.
- David Lee: Head of Marketing, concerned about brand image and customer satisfaction.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks, including:
- Porter's Five Forces: This framework helps understand the competitive landscape and identifies the bargaining power of buyers (hockey players and retailers), suppliers (component manufacturers), and the threat of new entrants and substitutes.
- SWOT Analysis: This framework assesses the company's internal strengths and weaknesses (e.g., brand reputation, manufacturing expertise) and external opportunities and threats (e.g., global sourcing options, competitor actions).
- Value Chain Analysis: This framework examines the different activities involved in the production and delivery of hockey sticks, identifying potential areas for cost reduction and value creation through global sourcing.
Key Findings:
- Cost Pressure: Sher-Wood faces significant cost pressure from competitors offering lower-priced hockey sticks. Global sourcing presents a potential solution to reduce manufacturing costs.
- Quality Concerns: Sourcing from emerging markets raises concerns about quality control and potential reputational damage if product quality deteriorates.
- Ethical Considerations: Sher-Wood must ensure that its suppliers adhere to ethical labor practices and environmental standards.
- Supply Chain Disruption: Sourcing from geographically diverse locations increases the risk of supply chain disruptions due to political instability, natural disasters, or other unforeseen events.
- Innovation and Differentiation: Sher-Wood needs to maintain its focus on innovation and product differentiation to stay ahead of competitors.
4. Recommendations
Develop a Strategic Global Sourcing Strategy: Sher-Wood should develop a comprehensive global sourcing strategy that outlines clear objectives, selection criteria, and risk mitigation strategies. This strategy should prioritize:
- Cost Optimization: Identify cost-effective suppliers in emerging markets while maintaining quality standards.
- Quality Assurance: Implement robust quality control measures throughout the supply chain, including rigorous supplier audits and product testing.
- Ethical Sourcing: Ensure compliance with ethical labor practices, environmental regulations, and corporate social responsibility principles.
- Risk Mitigation: Develop contingency plans to address potential supply chain disruptions and ensure business continuity.
Partner with Strategic Suppliers: Sher-Wood should focus on building long-term partnerships with reliable and ethical suppliers in emerging markets. This involves:
- Supplier Selection: Conduct thorough due diligence on potential suppliers, evaluating their capabilities, quality standards, and ethical practices.
- Relationship Building: Establish strong communication channels and collaborative relationships with suppliers to foster trust and transparency.
- Knowledge Sharing: Share technical expertise and best practices with suppliers to enhance their capabilities and ensure consistent product quality.
Invest in Technology and Analytics: Sher-Wood should leverage technology and analytics to improve its global sourcing operations:
- Supply Chain Management Software: Implement advanced supply chain management software to track inventory, manage supplier relationships, and optimize logistics.
- Data Analytics: Utilize data analytics to identify trends, forecast demand, and optimize procurement decisions.
- Quality Control Systems: Implement automated quality control systems to monitor production processes and ensure product consistency.
Foster a Culture of Innovation: Sher-Wood should maintain a focus on innovation and product development to maintain its competitive edge:
- R&D Investment: Continue investing in research and development to create new and innovative products.
- Collaboration with Suppliers: Encourage collaboration with suppliers to explore new materials, manufacturing processes, and design concepts.
- Customer Feedback: Actively gather customer feedback to inform product development and ensure customer satisfaction.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Sher-Wood's core competencies in manufacturing and product development while ensuring consistency with its mission to provide high-quality hockey equipment.
- External Customers and Internal Clients: The recommendations prioritize customer satisfaction by maintaining product quality and innovation while also ensuring efficient operations and cost-effectiveness for internal stakeholders.
- Competitors: The recommendations address the competitive landscape by exploring cost-effective sourcing options while maintaining a focus on innovation and product differentiation.
- Attractiveness: The recommendations are expected to improve profitability by reducing manufacturing costs and enhancing efficiency.
- Assumptions: The recommendations assume a stable global economic environment, continued demand for hockey equipment, and the availability of reliable and ethical suppliers in emerging markets.
6. Conclusion
By implementing a strategic global sourcing strategy that balances cost optimization with quality assurance, ethical sourcing, and innovation, Sher-Wood Hockey Sticks can maintain its competitive edge, improve profitability, and continue to provide high-quality products to its customers.
7. Discussion
Alternatives:
- Domestic Sourcing: Maintaining all manufacturing in North America would ensure quality control and ethical sourcing but would likely result in higher production costs.
- Outsourcing to a Single Supplier: Sourcing all components from a single supplier in an emerging market could potentially reduce costs but would increase the risk of supply chain disruptions and limit innovation.
Risks:
- Quality Control Issues: Sourcing from emerging markets could lead to quality control problems if suppliers lack the necessary expertise or fail to meet established standards.
- Ethical Sourcing Challenges: Ensuring ethical labor practices and environmental standards in emerging markets can be complex and require ongoing monitoring and oversight.
- Supply Chain Disruptions: Geopolitical instability, natural disasters, or other unforeseen events could disrupt the supply chain and impact production.
Key Assumptions:
- The recommendations assume that Sher-Wood can find reliable and ethical suppliers in emerging markets.
- The recommendations assume that Sher-Wood can effectively manage the risks associated with global sourcing.
- The recommendations assume that the global economy will remain stable and that demand for hockey equipment will continue.
8. Next Steps
- Develop a Detailed Global Sourcing Strategy: Define specific objectives, selection criteria, and risk mitigation strategies.
- Identify and Evaluate Potential Suppliers: Conduct thorough due diligence on potential suppliers in emerging markets.
- Negotiate Contracts and Establish Partnerships: Secure agreements with selected suppliers and build strong relationships.
- Implement Quality Control Measures: Establish rigorous quality control procedures and monitor supplier performance.
- Invest in Technology and Analytics: Implement supply chain management software and data analytics tools to optimize operations.
- Monitor and Evaluate Performance: Regularly assess the effectiveness of the global sourcing strategy and make adjustments as needed.
By taking these steps, Sher-Wood Hockey Sticks can successfully navigate the challenges and opportunities of global sourcing, ensuring long-term profitability and continued success in the competitive hockey equipment market.
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Case Description
In early 2011, the senior executives of the venerable Canadian hockey stick manufacturer, Sher-Wood Hockey (Sher-Wood), were pondering whether to move the remainder of the company's high-end composite hockey and goalie stick production to its suppliers in China. Sher-Wood had been losing market share as retail prices continued to fall. Would outsourcing the production of the iconic, Canadian-made hockey sticks to China help Sher-Wood to boost demand significantly? Was there any other choice?
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