As firms become increasingly focused and specialized, the supply chain performance grows in importance. Money spent with suppliers represents a huge portion of most firms' revenues. This is the case at Regal Marine where suppliers are relied upon not only for quality components delivered on time, but for up-to-date technology and innovation. Regal expects members of its supply chain to be full partners. Suppliers are expected to join Regal in providing the customer not just quality and on time delivery, but performance and image. Luxury performance boats require no less. At the same time, Regal expects value.

Vendors meet with Regal's designers to discuss changes to be incorporated into new product designs. Regal's strategy of differentiating itself by building luxury performance boats means that suppliers must participate in this ongoing effort. These include:

Share market research; jointly develop products and options.

Select primarily for product development skills.

Use modular processes that lend themselves to mass customization.

Minimize inventory in the chain to avoid obsolescence.

Invest aggressively to reduce development lead time.

Use modular design to postpone product differentiation for as long as possible.

These characteristics are high on the list of issues between Regal and its suppliers and lead to the concept of 'partnering'. 'Partnering' extends from jointly developing components, to modular designs at suppliers and at Regal, to rapid delivery and low inventories. These techniques allow innovative products to be rapidly and economically included in Regal's boats.

Regal has also developed special arrangements with suppliers who maintain shop floor components for Regal. In some instances title transfers when the item is used, and in other cases title transfers when items are delivered to the property. Both approaches help Regal reduce total inventory and the related costs.

Additionally, Regal's membership in the American Boat Builders Association allows it to participate in lower costs because of the combined purchase strength of the association.

Finally, Regal works with an Orlando personnel agency to outsource part of the recruiting and screening process for employees. In all of these cases, Regal is demonstrating creative approaches to supply chain management that help Regal and the end user.

Discussion questions

Answer the following questions. I would estimate that a paragraph on each of these would be sufficient. I am particularly interested in knowing why you think as you do. The more you can connect those to your answer, the better your assignment will be.

Can you practice effective supply chain management without ethical relationships in the supply chain? Why or why not?

What do you think is the MOST important reason why supply chain management is important to Regal and firms like it? Why?

As you answer, note briefly what action(s) on Regal's part you chose and the corresponding opportunities in managing an integrated Supply Chain described in your text.