ICT and e-Business Impact in the Retail Industry - empirica

e-Business in the Retail Sector5.3 Brookland Plus Products/Dirk van den Broek,NetherlandsAbstractThis case study analyses Brookland Plus Products' implementation of a supply chainmanagement software - Aldata G.O.L.D. Stock - for managing supply chain andlogistics operations of its parent company, Dirk van den Broek. Dirk van den Broek is aDutch retailer with over 350 stores in the Netherlands. Brookland Plus Products isresponsible for logistics processes of Dirk van den Broek’s stores. Brookland has beenusing supply chain management software since 1995 to support its warehouse anddistribution processes, and more recently decided to upgrade its implementation toachieve business process consolidation and fulfil extended business requirements.Case study fact sheetFull name of the company:Dirk van den Broek / Brookland Plus ProductsLocation (headquarters / main branches): NetherlandsNo. of employees: 13,500 / 1,000Sector:Retail Chain / Logistics SubsidiaryMain business activity:Retail salePrimary customers:Consumers / Dirk van de Broek's retail chainsYear of foundation: 1942Turnover in last financial year (€):€1.8 billionMost significant market area:The NetherlandsMain e-business applications studied: * Supply Chain Management (SCM)5.3.1 Background and objectivesDirk van den Broek is a Dutch supermarket chain operating multiple retail formats underthe Dirk, Bas and Digros brands - grocery stores and supermarkets - the drugstore andpersonal care chain Dirx Drogist, wine retailer Dirck III, and travel agency D-reizen.Dirk van den Broek focuses mainly on offering products at low prices through itsdiscounter chain. With over 13,500 employees and some 363 stores in the Netherlands,Dirk van den Broek established four support organisations focusing on logistics,purchasing, acquisition and project development, and professional services.Logistics operations are managed by Brookland Plus Products (Brookland), a subsidiaryof Dirk van den Broek. Brookland operates several distribution centres in the Netherlandsto support the delivery of products to all of Dirk van den Broek's stores.In 2001, Dirk van den Broek signed a joint-venture agreement with DekaMarkt, a Dutchretailer that owns 85 supermarkets. Logistics integration of the DekaMarkt chain iscurrently ongoing, after the establishment of shared-service centres for human resources,IT, and Finance, centralised within the sister company Detailresult Services.Supply chain management, which comprises supply chain planning and execution,including logistics and distribution, is one of the most important business processes forretailers. In fact, logistics efficiencies impact both top-line results, which in essence137