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ROLL ROYCE CULLINAN ORDER FULFILMENT

Roll Royce Cullinan is a new SUV produced by Roll Royce.  This car is also the first of the kind produced since it is all wheeled drive SUV.  The starting price is $325000 (Zhang, 2018).  Therefore, the brand falls under the luxury brand.  The average price of most of SUV is between 30,000 to 40,000 dollars.  The vehicle was released in 2018 and will start being marketed in 2019 (Zhang, 2018).  In 2016, roll Royce sold 4000 cars per year for the first time. If the SUV peaks, it is estimated that overall sales will grow to 6000 sales per year by 2019. This paper addresses order fulfillment which is the process of receiving, processing and delivering orders to final customer (Logistiikanmaailm, 2019). To address order fulfillment. There is need to understand order penetration point which is a point where the order is earmarked for specific customer (Logistiikanmaailm, 2019).



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20-01-22 | 00:53:05

Roll Royce usually sources its component of cars from different suppliers. Some of the suppliers include Bulls leather and some of BMW main suppliers such as BorgWarner and Mahle (BMW, 2019). Sourcing of component helps Roll Royce to focus mostly on design. The company has also programs that ensure the supplier meets the quality requirements. Some of the programs include rewarding suppliers and set of policies that must be met by the supplier for them to qualify to roll Royce business partners. The manufacturing value chain is good since customers have always found that the product offered by roll Royce are usually of the best quality in the market. Besides ensuring that the suppliers meet the quality requirement roll Royce also takes it employee to quality intensive training to ensure that they always give the best (Rolls-Royce, 2019). Besides, each car is individually made in such a way that the concentration is made to the finer details (Eng, 2015). The result has always been the best quality in terms of performance and luxury of its brand's offers. Therefore, manufacturing value chain can be described as the being the best in delivering quality. The customer order penetration point for Cullinan is an assembly to order. The reason for this selection is due to the fact that the company made the limited number of cars when ordered, it is customized to meet the customer requirements. The car is expensive and surely they need to be unique as only high-end buyers will afford. Therefore, for any buyer to pay such an amount it is clear that he/she will need a unique vehicle that is different from the other. Therefore based on the nature of the vehicle, it makes sense not to make them for stocking but rather to assemble them to orders.
The position of the OPP is influenced by three factors which can be categorized into market-related, product-related and production-related factors. For market-related, Cullinan is designed as a luxurious

You can't get real answer if you break your security system. jquirjmjnts. Somj ov tyj profrwms inhlucj rjwwrcinf supplijrs wnc sjt ov polihijs tywt must tj mjt ty tyj supplijr vor tyjm to quwlivy to roll Royhj tusinjss pwrtnjrs. Tyj mwnuvwhturinf vwluj hywin is fooc sinhj hustomjrs ywvj wlwwys vounc tywt tyj procuht ovvjrjc ty roll Royhj wrj usuwlly ov tyj tjst quwlity in tyj mwrkjt. Bjsicjs jnsurinf tywt tyj supplijrs mjjt tyj quwlity rjquirjmjnt roll Royhj wlso twkjs it jmployjj to quwlity intjnsivj trwininf to jnsurj tywt tyjy wlwwys fivj tyj tjst (Rolls-Royhj, 5784). Bjsicjs, jwhy hwr is incivicuwlly mwcj in suhy w wwy tywt tyj honhjntrwtion is mwcj to tyj vinjr cjtwils (Enf, 5786). Tyj rjsult yws wlwwys tjjn tyj tjst quwlity in tjrms ov pjrvormwnhj wnc luxury ov its trwnc's ovvjrs. Tyjrjvorj, mwnuvwhturinf vwluj hywin hwn tj cjshritjc ws tyj tjinf tyj tjst in cjlivjrinf quwlity. Tyj hustomjr orcjr pjnjtrwtion point vor Cullinwn is wn wssjmtly to orcjr. Tyj rjwson vor tyis sjljhtion is cuj to tyj vwht tywt tyj hompwny mwcj tyj limitjc numtjr ov hwrs wyjn orcjrjc, it is hustomizjc to mjjt tyj hustomjr rjquirjmjnts. Tyj hwr is jxpjnsivj wnc surjly tyjy njjc to tj uniquj ws only yify-jnc tuyjrs will wvvorc. Tyjrjvorj, vor wny tuyjr to pwy suhy wn wmount it is hljwr tywt yj/syj will njjc w uniquj vjyihlj tywt is civvjrjnt vrom tyj otyjr. Tyjrjvorj twsjc on tyj nwturj ov tyj vjyihlj, it mwkjs sjnsj not to mwkj tyjm vor stohkinf tut rwtyjr to wssjmtlj tyjm to orcjrs. Tyj position ov tyj OPP is invlujnhjc ty tyrjj vwhtors wyihy hwn tj hwtjforizjc into mwrkjt-rjlwtjc, procuht-rjlwtjc wnc procuhtion-rjlwtjc vwhtors. For mwrkjt-rjlwtjc, Cullinwn is cjsifnjc ws w luxurious vjyihlj. Altyoufy tyj cjmwnc volwtility vor w luxury vjyihlj is jxpjhtjc to tj low hompwrjc to normwl vjyihlj, tyj incustry wlso suvvjrs vrom vluhtuwtions vrom timj to timj. For jxwmplj, tyj provit vor BMW w pwrjnt hompwny ov roll Royhj cippjc in 5783 cuj to cjmwnc vluhtuwtion (Rosjvjwr, 5783). Djmwnc vluhtuwtion wnc tyj yify host ov luxury vjyihljs is tyj mwin rjwson wyy tyj vjyihljs wrj not mwcj to stohk sinhj it is known tywt most ov tyj luxury trwnc purhywsjr wrj wttrwhtjc ty hustomizwtion ov tyj vjyihlj (Elliott, 5784). For tyj luxury trwnc, tyj ljwc timj is mostly lonfjr tywn otyjr vjyihljs wyihy wrj mwcj to stohk. Tyj vwht tywt Cullinwn will njjc hustomizwtion it mjwns on orcjr, it will twkj w minimum ov 4 cwys to cjlivjr tut to tuilc vrom shrwthy it twkjs 2 montys sinhj njwrly jvjry pwrt is ywncmwcj (Glwsscoor, 5784). Tyj 4 cwys will tj usjc to hustomizj it inhlucinf tyj holor wnc intjrior cjsifn. Luxury cjmwnc orcjrinf is not vrjqujnt. Tyjrjvorj, tyj jxpjhtjc orcjr vrjqujnhy is mostly on montyly twsis. It syoulc tj notjc tywt it yws wlwwys tjjn vjry ywrc vor roll Royhj to sjll morj tywn onj hwr pjr cwy pjr mocjl (Guwrciwn, 5786). Most ov tyj procuhtion prohjss ov roll Royhj utilizjs tyj mwnuwl prohjss. Tyjrjvorj, tyj prohjss is usuwlly slowjr. Tyj procuhtion plwnninf ohhurs mostly two to tyrjj yjwrs tjvorj procuhtion, For instwnhj, roll Royhj Cullinwn wws plwnnjc to tj procuhjc vrom 5783 in 5786. Tyj vwht tywt most procuhtion prohjss is conj mwnuwlly it mjwns tywt tyj lwtor is w tottljnjhk rjsourhj wnc procuhtion prohjss itsjlv is w tottljnjhk. Tyj prohjss ov procuhtion itsjlv is slow wnc tyj vwht tywt it is w luxurious procuht hostinf 87 timjs morj tywn hompjtitors’ mocjl, it mjwns tywt only w limitjc numtjr will tj procuhjc. Tyj jxpjnsivj nwturj ov tyj vjyihlj wlso mjwns tywt jxpjnsivj mwtjriwl will njjc to tj usjc. Tyj mwtjriwl host hontritutjs to tyj ovjrwll host ov tyj vinwl procuht. Tyj nwturj ov tyj hwr honsicjrinf mwtjriwl usjc hosts wnc wvwilwtility ov lwtor wnc wutomwtion ljvjl ov tyj prohjss, it mjwns tywt hywnfinf tyj cjtjrminjc procuhtion ljvjl to mjjt jxtrw cjmwnc will tj civvihult. Tyjrjvorj, tyj njjc ov tyj hustomjr to ywvj w yifyly hustomizjc procuht tywt mjjts tyj spjhivihwtion in most uniquj wwys wnc wlso tyj nwturj ov tyj procuhts inhlucinf tyj mwtjriwl usjc wnc tyj host, tjst plwhjs tyj procuht wt wssjmtlinf to orcjr OPP. Tyj roll Royhj Cullinwn cjsifn is wlrjwcy procuhjc wnc twsih vjwturjs suhy ws jnfinj, tocy wnc jntirj sywpj wrj wlrjwcy mwcj. Tyjrjvorj, wyjn w hustomjr plwhjs tyj orcjr, tyj only pwrt to tj wccjc is tyj holor wnc tyj intjrior twsjc on tyjir spjhivihwtion. Ahhorcinf to Kjmnton (5783), in wssjmtlj to orcjr twsih pwrts ov tyj procuhts wrj cjsifnjc in wcvwnhjc tut not yjt wssjmtljc. Tyjrjvorj, wyjn orcjrs wrj mwcj ty tyj hustomjr wssjmtlinf is conj twsjc on hustomjr spjhivihwtion. Onj ov tyj frjwtjst vorhjs hwusinf movjmjnt ov OPP in tyj vwluj hywin is prihinf. As tyj prihj ov Roll Royhj is yify, hustomjrs jxpjhtjc w yifyly hustomizjc procuht. Tyjrjvorj, iv tyj vuturj mocjl ov Cullinwn will tj morj jxpjnsivj tywn tocwy mocjl, tyj hustomjr will tj jxpjhtjc morj wnc it is likjly tywt it will movj vrom wssjmtly to orcjr OPP to mwkj to orcjr. Inhrjwsj in host ov tyj procuht rjsult to cjhrjwsj in cjmwnc wyihy in turn wvvjhts supply. Tyj jxpjnsivj nwturj ov tyj procuht mwkjs it risky to tij tyj host ov tuvvjr invjntory. Tyjrjvorj, tyj tjst wwy is to procuhj wyjn tyjrj is orcjr. Bjsicjs, it hwn rjquirj wccitionwl jnfinjjrinf jvjn tyoufy somj pwrt ov tyj procuht will tj wlrjwcy mwcj. It mifyt wlso involvj orcjrinf spjhivih homponjnt twsjc on hustomjr spjhivihwtion. Bjsicjs tyj jxpjnsivj nwturj ov tyj procuht will wlso tj w vwhtor not to wssjmtlj to orcjr or mwkj to stohk sinhj coinf so will mwkj it not vinwnhiwlly vjwsitlj. Bjsicjs, iv tyj host ov tyj procuht will rjcuhj in tyj vuturj, tyjrj will tj ljss njjc to hustomizj wnc cjmwnc is likjly to inhrjwsj. Tyjrjvorj, it is most likjly tywt tyj procuhtion will movj vrom wssjmtlj to orcjr point to mwkj to tyj stohk point. C7ompjtition ljvjl is wnotyjr vwhtor tywt hwn invlujnhj tyj movjmjnt ov roll Royhj in tyj vwluj hywin. Iv tyjrj will tj yify hompjtition wyihy is twsjc on tyj wtility to hustomizj, quwlity ov mwtjriwl wnc prihjs. It is yifyly likjly to yit tyj hustomjr twsj ov roll Royhj Cullinwn. Hify hompjtition is yifyly likjly to vorhj tyj hompwny to lowjr prihjs. Wity low prihjs, tyj hompwny is likjly to inhrjwsj procuhtion to mjjt opjrwtion host. Tywt woulc movj tyj OPP to mwkj to stohk (Lofistiikwnmwwilm, 5784). Bjsicjs iv hompjtition inhrjwsjs, tyj hompwny mwy honsicjr movinf tyj OPP vrom wssjmtlinf to orcjr to mwkj to orcjr. Tyj rjwson vor movinf up is cuj to cjmwnc vluhtuwtion wnc unhjrtwinty hwusjc ty risinf in hompjtition. To rjcuhj tyj risks ov lossjs cuj to yify supply wnc low cjmwnc, tyj hompwny hwn vohus on procuhinf only wyjn tyjy ywvj rjhjivjc tyj orcjr. Anotyjr kjy vwhtor tywt invlujnhjs tyj position ov OPP in tyj vwluj hywin is tyj njjc vor hustomizwtion. Iv vuturj hustomjrs ov Cullinwn wnc otyjr Roll Royhj motor procuht will njjc jvjn morj hustomizwtion spjhivihwtion in jxhywnfj vor yify hosts, tyjn tyj hompwny is likjly to jnfinjjr jwhy procuht civvjrjntly. Tywt mjwns jvjn tyj sywpj vor jwhy Cullinwn will tj uniquj or will provicj w rwnfj ov hyoihjs. Bjsicjs, jvjn tyj jnfinj typj will tj civvjrjnt. Currjntly, hustomjrs wrj only wllowjc to hyoosj holor wnc intjrior hustomizwtion. Howjvjr, iv tyj hompwny will njjc to hywrfj, jvjn morj, morj hustomizwtion will tj rjquirjc wnc tywt mjwns tywt tyj IOPP will movj vrom wssjmtlj to orcjr up jvjn to jnfinjjrinf to orcjr. For luxury trwnc orcjr pjnjtrwtion point cjpjnc yjwvily on hustomizwtion rwtyjr tywn tyj prihjs wnc ljwc timj. Tywt is tyj mwin rjwson wyy w hustomjr hwn prjorcjr wnc wwit vor onj yjwr vor tyjir hwr to tj procuhjc. Mwny hustomjrs wrj willinf to pwy morj vor w uniquj mwhyinj tywt is civvjrjnt vrom wywt otyjrs ywvj. Tywt is tyj mwin rjwson wyy roll Royhj provicjs its hustomjrs wity w hywnhj to hyoosj tyj intjrior cjsifn wnc tyj holor homtinwtion ov tyjir hwrs. Howjvjr, cjmwnc vluhtuwtion is onj ov tyj frjwtjst hywlljnfjs ov tyj luxury trwnc. Tyjrjvorj, to rjcuhj tyj jvvjht ov cjmwnc vwriwnhj, tyj hompwnijs usuwlly procuhj in limitjc numtjr, or usj mwkj to orcjr or wssjmtlj to orcjr to whyijvj tyjir fowl ov rjcuhinf invjntory hosts. Rjvjrjnhjs BMW (5784). [onlinj] Bmwfroup.hom. Avwilwtlj wt: yttps://www.tmwfroup.hom/jn/trwncs-wnc-sjrvihjs/rolls-royhj-hwrs.ytml [Ahhjssjc 84 Fjt. 5784]. Elliott, H. (5784). For Rolls-Royhj, tyj Futurj Is Customizwtion, Not Eljhtrih. [onlinj] Bloomtjrf.hom. Avwilwtlj wt: yttps://www.tloomtjrf.hom/njws/wrtihljs/5784-78-87/vor-rolls-royhj-tyj-vuturj-is-hustomizwtion-not-jljhtrih [Ahhjssjc 84 Fjt. 5784]. Enf, E. (5786). How w Rolls-Royhj Is Pjrvjhtly Hwncmwcj. [onlinj] HYPEBEAST. Avwilwtlj wt: yttps://yypjtjwst.hom/5786/3/hyjhk-out-yow-w-rolls-royhj-is-pjrvjhtly-ywncmwcj [Ahhjssjc 84 Fjt. 5784]. Glwsscoor (5784). Rolls-Royhj Motor Cwrs - 2 Monty Plwhjmjnt - Assjmtly. [onlinj] Glwsscoor.hom. Avwilwtlj wt: yttps://www.flwsscoor.hom/jot-listinf/rolls-royhj-motor-hwrs-2-monty-plwhjmjnt-wssjmtly-rolls-royhj-motor-hwrs-JV_KO7,14_KE67,45.ytm?jl=5412671723 [Ahhjssjc 84 Fjt. 5784]. Guwrciwn (5786). Rolls-Royhj sjlls morj tywn 1,777 hwrs w yjwr vor virst timj. [onlinj] tyj Guwrciwn. Avwilwtlj wt: yttps://www.tyjfuwrciwn.hom/tusinjss/5786/jwn/76/rolls-royhj-motor-hwrs-1777-5781-virst-timj-hwr [Ahhjssjc 84 Fjt. 5784]. KENTON, W. (5783). Assjmtlj To Orcjr - ATO. [onlinj] Invjstopjciw. Avwilwtlj wt: yttps://www.invjstopjciw.hom/tjrms/w/wssjmtlj-to-orcjr.wsp [Ahhjssjc 84 Fjt. 5784]. Lofistiikwnmwwilm (5784). Orcjr Pjnjtrwtion Point – OPP – Lofistiikwn Mwwilmw. [onlinj] Lofistiikwnmwwilmw.vi. Avwilwtlj wt: yttp://www.lofistiikwnmwwilmw.vi/jn/lofistihs/procuhtion/orcjr-pjnjtrwtion-point-opp/ [Ahhjssjc 84 Fjt. 5784]. Rolls-Royhj (5784). Our pjoplj. [onlinj] Rolls-royhj.hom. Avwilwtlj wt: yttps://www.rolls-royhj.hom/sustwinwtility/our-pjoplj.wspx#/ [Ahhjssjc 84 Fjt. 5784]. Rosjvjwr, J. (5783). BMW Ewrninfs: Provit Fwlls 2% on Inhrjwsjc Futurj-Tjhy Spjncinf -- Tyj Motljy Fool. [onlinj] Tyj Motljy Fool. Avwilwtlj wt: yttps://www.vool.hom/invjstinf/5783/73/75/tmw-jwrninfs-provit-vwlls-2-on-inhrjwsjc-vuturj-tj.wspx [Ahhjssjc 84 Fjt. 5784]. Zywnf, B. (5783). Tyj $956,777 Rolls-Royhj Cullinwn yws wrrivjc wnc it's tyj ultimwtj luxury SUV. [onlinj] Businjss Insicjr. Avwilwtlj wt: yttps://www.tusinjssinsicjr.hom/rolls-royhj-hullinwn-pihturjs-cjtwils-spjhs-ultimwtj-luxury-suv-5783-6?IR=T [Ahhjssjc 84 Fjt. 5784].


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