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Limited Brands Inc.Limited Brands Inc.

Consolidation in Supply Consolidation in Supply

Chain ManagementChain Management

Limited Brands Inc.Limited Brands Inc.

Consolidation in Supply Consolidation in Supply

Chain ManagementChain ManagementAvaya Avaya AgastiAgasti –– 011011

GyanendraGyanendra MishraMishra –– 026026

HimanshuHimanshu SekharSekhar NayakNayak –– 027027

JaydevJaydev ChandChand –– 029029

Suresh Daniel Suresh Daniel --056056

AuronilAuronil DuttaDutta--U207008U207008

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Limited Brands Inc Limited Brands Inc –– Brief HistoryBrief HistoryLimited Brands Inc Limited Brands Inc –– Brief HistoryBrief History

� 1963 The Limited opens its first store in Kingsdale Mall

in Columbus, Ohio

� 1982 Victoria's Secret store and catalogue are purchased

for $1 million.

� 1985 One Henri Bendel store is acquired for $10M

� 2002 Recombination of Intimate Brands and The

Limited, Inc.

� The Limited, Inc. changes name to Limited Brands to further emphasize the Company’s commitment to building a family of the world’s best fashion brands

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Limited Brands Inc Limited Brands Inc –– Brief HistoryBrief HistoryLimited Brands Inc Limited Brands Inc –– Brief HistoryBrief History

Declared as

“World’s most admired company”

In specialty retail category

Fortune Magazine

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Behind the Scene…..Behind the Scene…..Behind the Scene…..Behind the Scene…..

� Serious Problem with Supply Chain

� No control over Logistics

� Recovered from a significant logistics catastrophe

� A Traffic jam of 400 Trailers' at the parking lot of a

distribution center designed for only 150 trailers

� Resulted in Blockage of main highway, at the beginning

of sales period

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What’s Wrong ?What’s Wrong ?What’s Wrong ?What’s Wrong ?

� Planning System crashed

� Assumptions are made

� Different segments failed to communicate properly

� False interpretation or lack of data because no one had

any knowledge of the origin and destination of inventory.

� Experienced “Bull Whip” Effect

� Information between different segments of their supply

chain was distorted.

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Who was responsible?Who was responsible?Who was responsible?Who was responsible?

� Growth by acquisition rather than organic growth by

Limited Brand was rapid

� Flaws in IT Infrastructure

� Assumptions are made

� Different segments failed to communicate properly

� False interpretation or lack of data because no one had

any knowledge of the origin and destination of inventory.

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Flaws in IT InfrastructureFlaws in IT InfrastructureFlaws in IT InfrastructureFlaws in IT Infrastructure

� Sixty major systems

� Over hundred applications were running

� A variety of platforms from IBM, HP, Sun

Microsystems, Tandem were used.

� Redundancies were common

� Extremely difficult to make supply chain information

flow.

� Lack of flexibility

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What they did….What they did….What they did….What they did….

� The Limited Brands Designed their supply chain :

“ To begin and end with customers”

� Limited Brand tried to integrate the supply chain logistic

operations and eliminate the jumble of legacy system

� Transparent Enterprise wide view of the supply chain

� Limited Brand hired TIBCO Software to deal with

technical and business obstacles

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ReorientationReorientationReorientationReorientation

� Bolstering the Brand Executive credibility by launching

cross functional projects which facilitated

� Cost Reduction

� Time Saving

� Quick decision making

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TIBCO SoftwareTIBCO SoftwareTIBCO SoftwareTIBCO Software

� Eliminated distorted and outdated information

� Used real time communication between Limited Brands

and all it’s suppliers and supplied a secured environment

for transmitting documents.

� Limited was able to unite all its brands under one central

communication network called “Limited Technology

Services”.

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TIBCO SoftwareTIBCO SoftwareTIBCO SoftwareTIBCO Software

� The new technology enhanced the shipment tracking and

order visibility capabilities using a booking information

module (BIM).

� Adaption of a Web-based demand and SCM tool.

� Eliminated scheduling issues and processing delays.

� Brings supply chain managers closer to the boardroom.

� Limited Brands was able to unite all its brands operations

under a central entity called “Limited Technology

Services” headed by CIO Jon Ricker.

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What Next….What Next….What Next….What Next….

To develop and implement an ERP system

framework to improve collaborative logistics

management for inbound and outbound chains.

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Thank You