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Amazon schlägt Apple im Kampf um die Supply-Chain-Marktführerschaft

LONDON, November 27, 2012 /PRNewswire/ --

Eine weltweite Umfrage unter mehr als 1.000 Führungskräften zeigt, dass der E-Commerce-Riese bei allen wichtigen Supply-Chain-Merkmalen beliebter ist als sein kalifornischer Mitbewerber - außer im Hinblick auf Innovation

Laut einer heute veröffentlichten Umfrage von SCM World, der führenden internationalen Community von Supply-Chain-Managern, ist Amazon dank seines exzellenten Supply-Chain-Managements weithin beliebter als Apple.

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In einer Umfrage unter 1.136 Führungskräften gaben 58 % der Befragten an, dass sie Amazon aufgrund der Art und Weise, wie das Unternehmen seine Lieferkette betreibt, insgesamt besser finden. 37 % der Befragten entschieden sich diesbezüglich für Apple (5 % der Befragten machten keine Angaben).

Das E-Commerce-Versandhaus mit Sitz in Seattle belegte zudem bei drei von vier Supply-Chain-Merkmalen, nach denen die Umfrageteilnehmer die beiden Unternehmen bewerten sollten, den ersten Platz. Bei den drei Aspekten handelt es sich um Agilität, Kollaboration und Abwicklung.

Amazon steht mit Apple in einem von der Öffentlichkeit mit Spannung verfolgten Wettbewerb um den rasch wachsenden Markt für Tablet-Geräte und digitale Inhalte wie Musik, Filme, Apps und Bücher, für die diese Geräte genutzt werden. Die miteinander wetteifernden Produkte der Konkurrenten, Kindle Fire und iPad, zählen zu den voraussichtlich beliebtesten Weihnachtsgeschenken des Jahres.  

Die neuen Umfrageergebnisse sind das genaue Gegenteil des Rankings von Gartners "Supply Chain Top 25" 2012, bei dem Apple den ersten und Amazon den zweiten Platz belegte. Das Gartner-Ranking beruhte auf den Bewertungen von 173 Teilnehmern. Die Hälfte der Gesamtbewertung ergab sich aus den Finanzergebnissen des jeweiligen Unternehmens.

Kevin O'Marah, Head of Faculty bei SCM World und Mitautor eines neuen Reports mit dem Titel "Apple and Amazon: Lessons for the Rest of Us",kommentierte: "Mit unserer Umfrage wollten wir ermitteln, welches dieser zwei führenden Unternehmen bei der internationalen Lieferketten-Community im Hinblick auf sein Lieferketten-Management am beliebtesten ist. Außerdem wollten wir herausfinden, was andere Firmen von diesen beiden Unternehmen lernen können."

"Die Ergebnisse haben eindeutig gezeigt, dass die Mehrzahl der Supply-Chain-Manager der Meinung ist, dass Amazon - und nicht Apple - im Hinblick auf Supply-Chain-Exzellenz führend ist", ergänzte O'Marah, ehemaliger Group Vice President im Bereich Supply Chain bei Gartner und Mitbegründer des jährlichen Rankings "Supply Chain Top 25" (damals AMR Research) in 2004.

In puncto Agilität (d. h. die Fähigkeit, schnell und kostengünstig Produktions- und Liefermengen und/oder -arten zur Verbesserung der operativen Leistungsstärke unter volatilen Marktbedingungen anzupassen) entschieden sich 62 % der SCM World-Umfrageteilnehmer für Amazon, im Vergleich zu 33 % der Befragten, die Apple wählten.

Im Hinblick auf Kollaboration (d. h. die Fähigkeit, bei der Lösung von systemischen Problemen im Betriebsablauf über organisatorische Grenzen hinweg zu arbeiten und für Kunden und Geschäftspartner Mehrwert zu erzielen) wählten 59 % der Befragten Amazon, im Vergleich zu 31 % der Stimmen für Apple.

Bezüglich der Abwicklung (die beständige und zuverlässige Lieferung entsprechend der Vereinbarung und innerhalb der budgetierten Ausgaben) unterstützten die Befragten Amazon mit 57 %, gegenüber 38 % für Apple.

Im Hinblick auf das vierte Merkmal für hervorragende Lieferketten-Leistungen, die Innovation, gewann Apple allerdings haushoch. Das Unternehmen erzielte bei diesem Aspekt 78 % aller Stimmen, im Vergleich zu lediglich 19 % für Amazon.

REDAKTIONELLER HINWEIS:

Informationen zur Umfrage

Insgesamt 1.136 Supply-Chain-Manager nahmen im Zeitraum vom 26. Oktober bis zum 9. November 2012 an einer Online-Umfrage von SCM World teil. Die Befragten sind in einer Vielzahl von Wirtschaftszweigen tätig, darunter Hi-Tech, Verbrauchsgüter, Logistik und Vertrieb sowie Einzelhandel, und leben in den Hauptregionen der Welt: 43 % in der EMEA-Region, 41 % in Nord-, Mittel- und Südamerika sowie 14 % im asiatisch-pazifischen Raum.

Über SCM World

SCM World ist die führende globale Community und Ideenschmiede für leitende Supply-Chain-Manager. Mehr als 150 Unternehmen aus einer Vielzahl unterschiedlicher Industriezweige nutzen das SCM World-Programm, das von Endnutzern geleitete Webinare, Live-Veranstaltungen und Forschungsberichte zur Verbesserung der Kenntnisse und Entwicklung im Supply-Chain-Bereich bietet. Zu diesen Unternehmen gehören Nike, P&G, Unilever, Cisco, HP, Starbucks, Nestlé, GlaxoSmithKline, AT&T, Shell, DuPont, BASF, Philips und Intel. Für weitere Informationen besuchen Sie bitte die Website http://www.scmworld.com.

Weitere Informationen

Um eine Kopie des Berichts "Apple and Amazon: Lessons for the Rest of Us" anzufordern oder um einen Interviewtermin mit dem Verfasser des Berichts, Kevin O'Marah, zu vereinbaren, wenden Sie sich bitte an:

Lisa Stone
Senior Marketing Executive
SCM World
[email protected]
+44(0)20-3465-9055


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