(Via Noise Between Stations) A very interesting analysis of how value is created and captured in the iPod supply chain. They take a 30GB 5th Generation iPod ($300 price tag when the article was written), and take it apart. Then, they trace the value created by each component and/or assembly. As predicted, Apple gets most of the value ($80), but what is surprinsing is the authors’ estimate that Chinese assemblers get only $4!

Breakdown of the iPod30GB retail price (Linden et al, 2007)

Apart from the apparent simplification (the authors considered the iPod as a single gadget, rather than as an iPod+iTunes ecosystem), the message is clear: innovative concepts, executed right create value. Guess which of the two is harder!

Logistics guru Eric J. Joiner, Jr. posed an interesting question in LinkedIn:

Crocs are declining in popularity. If you were their head of Supply Chain what would you be doing now?

The question is interesting because the product was very likely a fad, with high early approval and equal backlash (a Facebook group titled “I Dont care How Comfortable Crocs Are, You Look Like A Dumbass.” has 930,000 members). Did Crocs managers evaluate all scenarios: e.g. fad vs stable demand? Their decisions point to them being optimistic:

Crocs made the decision to exit a 3PL distribution relationship and open their own “owned and operated” distribution center (this is well documents in their 10K reports). They “sunk” capital into a distribution facility in the Denver area. Now that volume is down, there has to be big unused capacity in that facility. That facility has ongoing fixed expenses that have to be paid, and are now a millstone around Crocs’ neck. Oh, and I don’t think that there is a lot of demand for a distribution facility in Denver.