Case study

Reference: IMD-7-1906

Order this case study

Suntu Motors: Planning for excellence (A)

By Professor Carlos Cordon and Edwin Wellian

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

  1. Be able to identify the level of maturity of Suntu’s planning process
  2. Understand the business and financial impact of a reactive planning process
KeywordsDemand Forecast, Integrated Circuit, Operation, Planning, Production Planning, Sales, Scenario Planning, Supply, Supply Chain
SettingsGlobal
2014 - 2017
TypeField Research
Copyright©2018
LanguageEnglish
Order this case study

Reference: IMD-7-1906

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
Fax +44 (0)1234 751125
Email info@thecasecentre.org

The Case Centre Babson College

Babson Park Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email info.usa@thecasecentre.org

Harvard Business School Publishing

60 Harvard Way Boston, MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email custserv@hbsp.harvard.edu

Case Center Japan

2nd Floor, Toranomon Jitsugyokaikan,
1-1-20 Toranomon, Minato-ku,
Tokyo 105-0001 Japan
Tel +81 3 3503 6621
Fax +81 3 3501 0550
Email info@casecenter.jp

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information, please contact our Information Center.

Do you need more information?
Contact us for additional information or republishing

Case study

Reference: IMD-7-1906

Order this case study

Other case study in this series

Suntu Motors: Planning for excellence (B)


Looking for something specific?

Keep reading