Study On The Improvement Of Logistic Customer Service Level Of W Coating Co., Ltd.

In recent years with more and more local non-stick fluoro coating manufacture facilities established and expanded, the competition of non-stick coating is more and more fierce, especially the announcement of government policy in 2014 to impose extra 4% consumption tax for non-stick coating products, which means the cost will be increased especially for the standard regulatory enterprise and profit will be shrunk for coating industry, this policy will also drive some coaters to switch to other small local coating suppliers to avoid the extra tax transfer to them from the coating suppliers, this could intensified the competition of fluoro coating. Besides, customers are more and more demanding on deliveries, lead time as well as service, they started not to only rely on price, brand, but much required on service. Under this market situation, how to speed up the deliveries, how to improve the back office service to help the company to maintain market share and increase quality market share become the most important and critical problems for each coating companies to think over and resolve.This thesis base on an American based fuoro non-stick coating company, W company as the example, to study on how W company to improve their logistic customer service level to support well the constantly enlarged business especially when W company acquired the coating division from Akzo Nobel and facing such a constantly changed market and customers.This thesis mainly focus on the analysis of the main problems on logistic customer service in W company as well as the practical solution to improve it according to W company's products and situation, including the solution of change the planning mode from MTO(make to order) to MTS(make to stock), improvement of production efficiency, how to work on sales forecast accuracy and order management which shortened the manufacturing lead time, improved the OTIF deliveries, and through logistic monitor including the utility of logistic performance score card and other related actions to enhance the logistic lead time, i.e.: on time arrival of transportation, through customer management and process redesign as well as managing the KPI(key performance indicator)and other related process and approach ways to improve the whole logistic customer service situation.The author applied the combination of case analysis and literature study, through external analysis the customer survey result and customer complaint statistic data, as well the internal analysis the data scale analysis of the related data reports, to summarized the main problems on their logistic customer service part, also proved the company should not keep the same supply chain mode as when they are in small scale, need to change with the market change, and base on the current situation, product category etc. to work out the practical solution which fit for W company to operate to improve their logistic customer service level with the most suitable approach ways. And through the comparison and contrastive analysis internally and externally to verify the solution.This thesis contains mainly 5 parts. The 1st part is the introduction, mainly introduce the purpose, significance and the methods of research as well as the logic of content. The 2nd part is literature review, mainly introduce some main concept and literature study on logistic customer service filed. The 3rd part is the case description which will make the reader understand what W company is and what kind of industry they are in as well as their logistic customer service situation. The 4th part followed with the analysis of the detail problem and root cause analyzed externally by customer satisfaction survey result and customer complaint statistic, internally by scale data analysis on those parameter to measure the real performance against customer's expectation and customer's feedback. The 5th part is the solutions and actions worked out for W company according to their current situation and literature study as well as the suggestion from my tutor. The last part is the conclusions of the thesis which includes the preliminary effect of the actions and the limitation, the prospects for this research.