Burtons Snowboards Essay

1491 Words6 Pages
Case study questions: Burton Snowboards
Q1) Analyze Burton using the competitive forces and value chain models.

When examining Burton Snowboards we can see how they considered factors of the competitive forces model in an attempt to expand globally.

Traditional customers

At its peak burtons controlled over 40 % of the US snowboarding market and remains the market leader despite growing competition.

One way Burtons has stayed market leader is by being adaptable and dynamic which is a competitive necessity.

Burtons take feedback from its customers very seriously and will move quickly to meet their needs. An example of this is if a rider tests a jacket and recommends re positioning a zipper, Burton’s production line must be able to
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Inbound logistics

One problem that Burtons faced was the handling of overdue purchase orders in the procure to pay process, which consists of all the steps from purchasing goods from a supplier to paying the supplier.

SAP and Burton worked together to improve communication between warehouses and supply chain efficiency.

A management dashboard developed with the help of SAP shows how smoothly a critical process is running at a certain point in time. Information from the dashboard helps Burtons users identify inconsistencies a problems that should be monitored more closely.

Operations

SAP analysts helped Burton identify the top 5 transactions that were most critical to its business operations.

SAP and Burton worked together to improve communication between warehouses and supply chain efficiency.

Sales and marketing

Burtons take feedback from its customers very seriously and will move quickly to meet their needs. An example of this is if a rider tests a jacket and recommends re positioning a zipper, Burton’s production line must be able to make this adjustment quickly and easily.

With the help of SAP analysts, the time taken to complete the available to promise process was reduced from hours to 20 minutes to complete (Available to promise, in response to customers order enquiries, reports on available quantities of a requested product and

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