In 2017, Hugo Boss sold a few hundred pairs of running shoes with soles made by regular 3D printing for $333, but they were relatively rigid and heavy and took ten hours to print. Carbons technology will allow Hugo Boss to make small batches of shoes far more quickly. Small production runs were not economical before, as the metal moulds for most soles need to be used 10,000 times to pay for themselves, and they take four to six weeks to cast and grind. What you can do is introduce more types of products without a cost penalty, said Terry Wohlers, head of Wohlers Associates, a US consultancy specializing in 3D printing. With this technology, you can produce one or a few inexpensively.

END OF CASE STUDY

Please Note:

Information in the case study is fiction and only for examination purposes.

QUESTIONS

Q1

(a) Outline the main characteristics of collaborative supply chain relationships.

(10 marks)

(b) Analyze THREE examples where Hugo Boss has improved its supply chain performance through employing a collaborative or partnering approach.

(15 marks)

Q2

Explain the characteristics of lean thinking and provide examples from the case of where Hugo Boss has implemented a lean approach within supply chain management.

(25 marks)

Q3

Discuss how Hugo Boss achieves, or could achieve, competitive advantage through:

(i) Innovation in the supply chain.

(5 marks)

(ii) Range of products.

(5 marks)

(iii) Brand image.

(5 marks)

(iv) Customer care.

(5 marks)

(v) Variable pricing.

(5 marks)

Q. 4

(a) Based on information in the case study, suggest TWO ways in which Hugo Boss has used, or could use, developments in technology to improve its supply chain performance.

(10 Marks)

(b) Analyzes the approaches that Hugo Boss takes to supplier development, highlighting the benefits and risks to the company.