Case Study

Suntu motors: Planning for excellence (A)

5 pages
April 2018
Reference: IMD-7-1906

This two-part case series makes a deep-dive into the Sales and Operational Planning (S&OP) process of Chinese carmaker Suntu Motors. They could not have wished for a better market response when it launched its first car in the fast-growing midsize SUV market. It predicted selling 240,000 cars in the first year; but, three months after opening its order books, it had to raise its forecast by almost 40% to 330,000 cars. It was now up to the already overstretched supply chain, production and purchasing teams to increase supply at short notice. This was not an easy task considering that Suntu was dependent on the cooperation of 150 external suppliers, while its main production facility in Chongqing was already running at 95% of total capacity. CASE A sets the stage, providing details of Suntu’s ineffective planning process that is keeping the supply chain teams running behind the facts; much like a dog chasing its own tail. The extra costs, delivery delays and impact on other models to meet demand for its new SUV would be substantial, but the company had no choice; this model was its top priority. It would make Suntu a serious contender in the premium car market and confirm that it was on the right track to achieve its strategic five-year plan: “Compete to Win.”

Learning Objective
  • Be able to identify the level of maturity of Suntu’s planning process
  • Understand the business and financial impact of a reactive planning process
Keywords
Operation, Supply Chain, Sales, Planning, Demand Forecast, Integrated Circuit, Scenario Planning, Supply, Production Planning
Settings
World/global, China
Automotive, Automobiles
2014 - 2017
Type
Field Research (Disguised)
Copyright
© 2018
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series
  • Suntu motors: Planning for excellence (A)
  • Suntu motors: Planning for excellence (B)
This case study is part of a series
  • Suntu motors: Planning for excellence (A)
  • Suntu motors: Planning for excellence (B)
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics
Suntu motors: Planning for excellence (A)
By Carlos Cordon and Edwin Wellian
Case reference: IMD-7-1906 ©2018
Summary
This two-part case series makes a deep-dive into the Sales and Operational Planning (S&OP) process of Chinese carmaker Suntu Motors. They could not...
Reference IMD-7-1906
Copyright ©2018
Copyright owner IMD Copyright
Industry Automotive, Automobiles
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Suntu motors: Planning for excellence (B)
By Carlos Cordon and Edwin Wellian
Case reference: IMD-7-1907 ©2018
Summary
This two-part case series makes a deep-dive into the Sales and Operational Planning (S&OP) process of Chinese carmaker Suntu Motors. They could not...
Reference IMD-7-1907
Copyright ©2018
Copyright owner IMD Copyright
Industry Automotive, Automobiles
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications