Mario is the new supply chain manager at Excel Air Enterprises
Inc., a U.S. manufacturing company based in South Carolina that
provides air blasting and painting equipment. The company recently
started selling equipment in Bangladesh. To date, Excel’s only
customer in Bangladesh is Modu Equipment. Modu’s president, Vivek
Sharma, complained that products have not been delivered on time.
Vivek was told in January that it would take four weeks to have all
ordered products delivered to Bangladesh, but it is now March and
he has only received some of the equipment. He added that he
ordered motor wheels urgently needed for a client, but they have
not yet arrived, despite his flagging the order to the previous
supply chain manager. Vivek has also been waiting on Excel to send
a signed statement certifying the country of origin of the products
and that the products were in accordance with the invoice. Vivek
advised Mario that if Excel did not fix its problems immediately,
Modu Equipment would begin using a Miami-based company that had
recently approached him. Mario began investigating what type of
equipment was being shipped and where the bottleneck was. He
reviewed the purchase order and saw that Modu had ordered storage
elevators, blast cabinets, vacuum equipment and a few smaller items
including the motor wheels. With this information, he would
determine how the products were sent from the warehouse and then
try to track the exact location of the products on their way to
Bangladesh. Trucking and Packing from Excel In March, Excel started
to use the low-cost U.S. carrier Demplar Logistics to transport
larger products from the warehouse to the shipping port in
Charleston, North Carolina. The owners of Demplar and Excel were
good friends. The companies had negotiated a new two-year agreement
in early March. Mario searched through emails and files, but
couldn’t find the contract from Demplar Logistics. He had no idea
what the carrier was supposed to do. He contacted Demplar to get
further details about the services it offered Excel, but was unable
to reach anyone there. Mario then went to the warehouse to speak
with Keith, the shipping and warehouse manager, about the products
shipped to Modu—particularly the motor wheels. He was surprised
when Keith told him, “We thought the motor wheels could go with the
rest of the equipment, so we packed them in the sea freight
container, too. You know, it may save us some money. We ran out of
filling Global Value Chain Module — International Distribution ©
FITT 2 material, but don’t worry—we packed it in a way that nothing
will happen to them.” Mario knew that some of the larger equipment
had protruding parts, so he became concerned the smaller items
would be damaged en route. Mario also realised the blast cabinet
Modu had ordered was still in the warehouse. Keith said the light
box component had to be removed from the top of the blast cabinet
in order to meet the sea freight container height regulations, and
his staff needed the company’s engineer to help make the
modification before the shipment could proceed. Modu was also
waiting on the vacuum equipment, which was found next to the blast
cabinet in the warehouse. Keith and his staff had never sent vacuum
equipment by sea, and they needed a forty-foot container with an
open top. Someone had ordered a hard top container instead. If the
open-top container was not used, the container could not be loaded
by crane on to the cargo ship. Mario thought to himself, “How did
we not know this before?” After Mario finished speaking with Keith,
he went back to the office and received a call from Steve at
Demplar Logistics. Steve advised that there was a verbal contract
in place between Demplar and Excel; a written contract was still
being prepared. He also said Demplar was experiencing a shortage of
truck drivers and could not come for another four to five days to
carry containers to the port. Steve added that Mario would be very
fortunate to find a company able to assist in trucking, as finding
new truck drivers to replace those retiring had become a nationwide
problem. Mario had to find a solution to this, as he needed to get
equipment moved not only internationally, but in the U.S. as well.
The Compromise Mario called the freight forwarders that Excel used,
DWE World Express, which offered a full range of services, such as
export packing and containerization. To save costs, Excel did not
use DWE’s U.S. pick-up service or any other packaged services. It
used DWE as shipping agents and customs brokers to arrange the
export customs clearance and to pay the export duties. Mario was
used to working with freight forwarders who offered door-to-door
service, so this would be an adjustment. However, DWE did offer
satellite tracking, and Mario used his smartphone to track Excel’s
latest shipment to Modu through the mobile application. To Mario’s
disappointment, the latest shipment was in Bangladesh, but delayed
due to customs clearance issues. At the seaport in Chittagong,
Bangladesh, goods are unloaded from the ship and then inspected by
customs and stored. The consignee has four days to provide the
required documents needed for customs clearance and then remove the
goods from the storage area. Vivek has been waiting for a missing
document from Excel to be able to provide the complete set of
documents to Bangladeshi customs. The demurrage has been
accumulating for the past two weeks. Vivek knew that the sales
agreement with Excel stated that Modu was responsible for charges
once the shipment arrived in Bangladesh, but as he believed the
missing documentation was Excel’s fault, he wanted Excel to pay for
the demurrage. As a part of the sales contract between Excel and
Modu, they negotiated the following shipping delivery terms: “CFR,
Port of Chittagong, Bangladesh, Incoterms® 2010.” Modu had a great
relationship with its own freight forwarders in Bangladesh and
could negotiate favourable freight rates. With this in mind, Excel
had already offered Modu a reduced price for its equipment. Global
Value Chain Module — International Distribution © FITT 3 Mario
called Vivek to explain he would be getting all the outstanding
equipment shipped as soon as possible. He prepared the signed
statement certifying the country of origin and sent it by email to
Vivek, hoping the Bangladeshi customs would accept it until the
original arrived by courier in three days. Mario also offered to
pay for the extra demurrage. Vivek was still not happy with the
service offered by Excel. He told Mario he would not be purchasing
equipment from Excel again.
Learning Outcomes
This case study relates to the following learning outcomes from
the module International Distribution in the course Global Value
Chain:
• Decide on the most efficient method(s) of transportation based
on identified requirements to minimize risks, maintain quality of
the product, minimize costs and ensure on-time delivery to the
target market.
• Prepare goods for shipping while following appropriate
procedures, such as packing, lashing, container selection, to
minimize risks and maintain the quality of goods.
• Ensure regulatory requirements for exporting and importing are
met. • Comply with customs regulations, protocols and trade
facilitation programs when transporting goods across borders.
• Contract and deliver services to meet needs of the clients, in
a manner that complies with the importing country’s
requirements.
Please refer to your Case Study 1 A Case of Late
Deliveries which you can view in Documents in LMS Amp
educator. According to the Nine Supplier Interaction Model, which 2
groups of suppliers could Excel Air Enterprises Inc. fit into best
in its relationship with Modu Equipment? Give at least two reasons
for your answer