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Amazon bat Apple dans la bataille pour la domination de la chaîne logistique

LONDON, November 27, 2012 /PRNewswire/ --

Un sondage mondial mené auprès de plus de 1 000 cadres révèle que le géant du commerce électronique est plus admiré que son rival californien dans la totalité des principaux aspects de la chaîne d'approvisionnement, à l'exception de l'innovation.

Amazon est plus admiré qu'Apple pour l'excellence de sa chaîne d'approvisionnement, selon une étude publiée aujourd'hui par SCM World, la première communauté mondiale des spécialistes de la chaîne d'approvisionnement.

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D'après un sondage réalisé auprès de 1 136 cadres, 58 % d'entre eux ont déclaré préférer globalement Amazon pour la façon dont cette entreprise met en œuvre sa chaîne d'approvisionnement, comparativement aux 37 % des sondés qui ont opté pour Apple (5 % des personnes interrogées n'ont choisi aucune des deux sociétés).

Le détaillant basé à Seattle est également arrivé en tête pour trois des quatre attributs de la chaîne d'approvisionnement en fonction desquels les participants au sondage étaient invités à évaluer les deux sociétés : l'agilité, la collaboration et l'exécution.

Amazon est enfermée dans une bataille de grande envergure avec Apple, au sein du marché en croissance rapide des tablettes et du contenu numérique que celles-ci permettent de consommer : musique, films, applications et livres. Les produits rivaux de ces entreprises, le Kindle Fire et l'iPad, devraient figurer parmi les achats de Noël les plus frénétiques.  

Les résultats du sondage s'opposent à ceux du Supply Chain Top 25 de Gartner pour 2012, qui plaçait Apple en tête, devant Amazon. Ce classement était basé sur les votes de 173 spécialistes et la moitié de la note totale était déterminée par la performance financière des entreprises.

Kevin O'Marah, chef de faculté à SCM World et co-auteur d'un nouveau rapport, Apple and Amazon: Lessons for the Rest of Us, a déclaré : « Le but de notre étude était de déterminer laquelle de ces deux grandes entreprises est la plus admirée par la communauté de la chaîne d'approvisionnement mondiale pour la façon dont elle gère sa chaîne d'approvisionnement, et de comprendre quelles sont les leçons qu'elles ont à enseigner à d'autres sociétés.

« Les résultats montrent clairement que la majorité des professionnels de la chaîne d'approvisionnement estiment qu'Amazon, et non Apple, représente l'excellence en matière de chaîne d'approvisionnement », a ajouté O'Marah, ancien vice-président de groupe pour la chaîne d'approvisionnement chez Gartner et co-créateur, en 2004, du classement annuel Supply Chain Top 25, tenu à l'époque par AMR Research.

Sur le point de l'agilité (définie comme la capacité à faire évoluer les quantités et/ou les types de production et de livraison rapidement et de manière rentable, afin d'améliorer la performance opérationnelle dans des conditions volatiles), 62 % des personnes interrogées par SCM World ont voté pour Amazon, comparativement à 33 % qui ont choisi Apple.

Sur la question de la collaboration (la capacité à travailler au-delà des frontières organisationnelles pour résoudre les problèmes systémiques et opérationnels et créer une nouvelle valeur pour les clients et les partenaires), 59 % ont opté pour Amazon, contre 31 % pour Apple.

Quant à l'exécution (l'uniformité et la fiabilité de la prestation par rapport aux engagements et dans les limites des dépenses inscrites au budget), les sondés ont soutenu Amazon par 57 % contre 38 %.

Toutefois, Apple a gagné haut la main sur la quatrième caractéristique clé de l'excellence de la chaîne d'approvisionnement, l'innovation, en s'octroyant la large part de 78 % des voix, contre seulement 19 % pour Amazon.

Notes à l'intention des rédacteurs :

À propos de la recherche

Un total de 1 136 spécialistes de la chaîne d'approvisionnement ont rempli un questionnaire en ligne de SCM World entre le 26 octobre et le 9 novembre 2012. Ils travaillent dans une vaste gamme de secteurs, y compris la haute technologie, les biens de consommation, la logistique et la distribution, ainsi que le commerce de détail, et sont répartis dans les grandes régions du monde : 43 % dans la région EMOA, 41 % aux Amériques et 14 % dans la zone Asie-Pacifique.

À propos de SCM World

SCM World est la principale communauté et unité de réflexion mondiale pour les cadres de haut niveau du secteur de la chaîne d'approvisionnement. Plus de 150 entreprises, issues de multiples secteurs de l'industrie, utilisent le programme de SCM World composé de séminaires Internet, d'évènements en direct et de rapports de recherche dirigés par les utilisateurs finaux, afin d'améliorer l'apprentissage et le développement de la chaîne d'approvisionnement. Ces entreprises comprennent Nike, P&G, Unilever, Cisco, HP, Starbucks, Nestlé, GlaxoSmithKline, AT&T, Shell, DuPont, BASF, Philips et Intel. Pour tout complément d'information, rendez-vous sur le site http://www.scmworld.com.

Informations supplémentaires

Pour commander une copie du rapport Apple and Amazon: Lessons for the Rest of Us ou pour organiser un entretien avec son auteur, Kevin O'Marah, veuillez contacter :

Lisa Stone
Responsable marketing principale
SCM World
[email protected]
+44(0)20-3465-9055

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