The ADP difference
26 March 2003
News
Stephen Silberman, manager, Analog Data Products
It is with great enthusiasm that I write this article, because it allows me to share with you, the readers, my thoughts on what makes Analog Data Products (ADP) different (and I believe better) than our competitors.
In order for a company to be successful, it needs to deliver customer value and satisfaction. At ADP we do this by focusing on all aspects of the value chain. As can be seen from the accompanying diagram, each and every aspect of our business is carefully looked at to enhance our customers' experience.
We try at all times to examine the costs and performances of each value-creating activity and to improve these where possible. For example, we have shipments from four different agencies coming from Taiwan, and with careful planning we are able to consolidate these shipments into one weekly shipment. This allows us to reduce costs that we then pass onto the consumer in order to make us more competitive.
It is also important how these activities are coordinated with each other. For example, it is of no use to us if our salesman makes a sale but then our credit department takes too long to approve the account. This leaves an unhappy customer and an unhappy salesperson. To avoid this we have to ensure that all departments within our company work in a coordinated way.
An important aspect of the value chain is procurement. That is - who we purchase from. Thus, we have been very careful and selective when choosing our agencies. Our first criteria is that we have no competing agencies, so as a result we can remain focused and knowledgeable about these agencies whilst also giving them the best possible results.
Our second criterion is that each and every agency has to be differentiated from our competitors in one way or the other. For example AMIC, our memory agency, is owned by UMC, one of the largest wafer fabs in the world. Hence the economies of scale allow AMIC to have the most competitive prices whilst still maintaining superior quality. Crystal Clear Technology, our LCD supplier, controls the whole LCD manufacturing process in its own very modern factory. Thus Crystal is able to supply us with the most cost-effective LCD solution on the market. And Analog Devices supplies all the semiconductor requirements in the signal chain - for example sensors, A/D, DSPs, D/As as well as the peripheral chips; power supplies, CPU supervisors and RS232 and RS485 drivers.
To sum up, the difference between ADP and other distributors is that we have focused on every aspect of the value chain. This allows us to give you, the customer, the best possible value and service.
For more information contact Stephen Silberman, Analog Data Products, 011 259 9400, ssilberman@adp.co.za
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