Case Study von DHL Consulting: Market Entry Wine Logistics

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In dieser Case Study, bereitgestellt von DHL Consulting, unterstützt du bei der Fragestellung, ob und wie DHL Global Forwarding in den Weinlogistikmarkt eintreten sollte.

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Case Study von DHL Consulting

DHL Consulting ist eine unabhängige Management- und Supply-Chain-Beratung. Als Inhouse-Beratung übernimmt DHL Consulting Projekte für die DHL Group. Zusätzlich beraten die Mitarbeitenden externe Kunden bei strategischen Logistik-Herausforderungen. Weitere Infos zu Einstieg und Karriere bei DHL Consulting

Hinweis: DHL Consulting führt Case Interviews auf Englisch durch. Damit du dich bestmöglich vorbereiten kannst, ist auch die folgende Case Study auf Englisch.

Hintergrundinformationen

Hintergrundinformationen ausklappen
  • DHL Global Forwarding is a forwarder that transports bulk shipments in containers on airplanes or ocean freighters/container ships or in trucks from point A to point B
  • DHL so far has very few customers in this industry segment and is approaching the market relatively opportunistically, i.e., selectively on customer request
  • The global consumption of Wine has been growing moderately and is expected to reach 25bn liters in 2013; the CAGR 2008 -3 is ~1.5%
  • The outbound logistics market is primarily driven mid to small sized, partially family owned forwarders

Aufgabenstellung

As part of a strategic review, DHL (BU: Global Forwarding) is considering whether to focus on selected niche logistics markets. One of the niche markets being considered as a potential opportunity is the wine logistics market. Inhouse Consulting has been hired to define a strategy for the wine logistics market.
Problem statement: DHL expects the DHL Consulting team to provide a recommendation on whether and how DHL should enter the wine logistics market.

  1. Structuring: What options would you look at if you were to evaluate how DHL should enter the wine logistics market, and how would you rate each option given your market knowledge?
  2. Quantitative Analysis: Make a rough calculation on how much profit a company transporting 100 mn liters of wine in a given year makes. Use the following Graph to calculate.
  3. Recommendations: What logistics requirements might a wine producer/exporter have that should be translated into a service by a logistics provider?

Musterlösung

Vergleiche hier deine Überlegungen zu den Fragestellungen eins bis drei mit der Musterlösung von DHL Consulting.

Lösung 1. Fragestellung

Lösung 2. Fragestellung

Lösung 3. Fragestellung

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Weitere Fallstudien zum Üben

Quantitative Analysis

Determine Volumes by Methods of Transport (units: Trucks/ TEUs*)

Step 1: Identify volume flow patterns for company which determines transportation method

  • General assumptions:
    • Company flows follow market export/import flows provided
    • Everything within one continent is transported per truck, between continents ocean containers (TEUs) are used
  • Step 1a: Calculate part that is transported via truck
    • Total part transported per Truck = 0.6 x 0.6 [EU] + 0.2 * 0.7 [AMERICAS] + 0.1 x 0.9 [APAC] + 0.1 x 0.8
    • Total part transported per Truck = 0.67 ~ 67%
  • Step 1b: Calculate part transported per ocean container =0.33 ~ 33%

Determine number of liters transported per unit (truck/TEU*)

Step 2: Provide assumptions on how many liters fit into each one of the transported units

  • Step 2a: Provide assumption that ~ 4,000 liters fit into one container
  • Step 2b: Provide assumption that ~ 12,000 liters fit into one truck

Determine resulting # of units and EBIT

  • Ebit of Trucks = (67% x 100 mn l)/12,000 l/Truck x 40 EUR Ebit/Truck = 5,583 x 40 = 223,333 EUR
  • Ebit of TEU = (33% x 100 mn l)/4,000 l/TEU x 50 EUR Ebit/TEU = 5,583 x 40 = 412,500 EUR
  • Total Ebit = 635,833 EUR

*TEU: Twenty Foot Equivalent Unit