BUILDING A DIGITALLY ENHANCED, SUSTAINABLE SUPPLY CHAIN
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GRUPO BIMBO
A DIGITALLY LED, SUPPLY CHAIN TRANSFORMATION WRITTEN BY
CATHERINE STURMAN
AUGUST 2019
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GRUPO BIMBO
With the aim to transform the baking industry and expand its global presence, Grupo Bimbo has transformed its service offerings, with sustainability at the centre
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B
uilding a global presence across more than 30 countries is no easy feat, particularly for those occupying the competitive
food and beverage industry. Evolving consumer demands, changing government regulations and the emergence of new technologies are disrupting traditional business models, where the need to become increasingly sustainable has impacted the way in which consumers interact and engage with brands. Undergoing exponential growth in recent years, reaching US$15bn in sales, food and beverage giant Grupo Bimbo’s fresh, appetizing products continue to reach millions of retail outlets. An icon across the United States and Mexico with more than 100 brands under its umbrella, such as Bimbo, Marinela, Arnold and Oroweat, it houses one of the largest direct distribution networks in the world, as
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GRUPO BIMBO
“ We strive to provide the right level of service, at the lowest cost, without jeopardizing safety, environmental aspects and quality”
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— Jordi Rodriguez Pauli, South America Logistics Regional Director, Grupo Bimbo
well as one of the largest fleets in the Americas. Producing more than 13,000 products for its growing customer base, such high demand has placed considerable challenges across its supply chain, where speed, execution and exceptional planning have become increasingly vital. With sustainability firmly at its core, Grupo Bimbo has sought to ensure high quality products, focusing on a number of key areas as it undergoes a significant transformation. From ethics and compliance, corporate citizenship and responsibility, to governance, leadership and innovation, the business has worked hard to remain the number one choice for consumers worldwide. Recently recognized as one of the World’s Most Ethical Companies by the Ethisphere Institute, South America Logistics Regional Director, Jordi Rodriguez Pauli has accelerated Grupo Bimbo’s growth in LatAm, where he has sought to enhance its supply chain logistics capabilities and raise the bar to drive the chain’s professionalization. “I am leading the transformation of our logistics operations in regards to greater visibility, standardization and
CLICK TO WATCH : GRUPO BIMBO – ‘VISIÓN 2020’
technology process planning,” he
space, Rodriguez Pauli states that the
explains. “From Chile, where we’re
daily delivery to retail outlets and satis-
based, we coordinate and work, along
fying increased demand continues to
with the five operations in Chile, Perú,
be the main objective of the business’
Argentina, Uruguay, and Paraguay, to
supply chain operations. “Grupo Bimbo
ensure the accomplishment of Grupo
is a company that’s increasingly global,
Bimbo’s mission in the most effective
and with the purchase of other compa-
way. We’re always striving to provide
nies, the goal business model has been
the right level of service, at the lowest
strengthened,” he adds.
cost, without jeopardizing safety, environmental aspects and quality.” To cater to evolving consumer preferences within the food and beverage
Following a number of acquisitions, with Chile-based cakes, cookies and brownies manufacturer Alimentos Nutra Bien and Chinese baking comw w w.grupo bi m b o. com
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LIBERA TU POT Obtén los beneficios de tu logística optimizada.
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TENCIAL, HOY. ■ Almacenaje Esbelto ■ Ingeniería de CEDIS ■ Optimización de Redes de Distribución hola@sci-mexico.net
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Nunca tomaría una decisión de negocios tan importante, sin antes simularla
Hay actividades que ya no hacemos sin la asistencia de tecnología. Llegar a una nueva dirección es tarea del sistema de navegación. Nos evita contratiempos, mejora nuestra probabilidad de éxito. Las compañías también están aplicando tecnologías para sustentar decisiones críticas del negocio como el diseño de sus redes de distribución. Simulación aplicada al diseño y optimización la red de distribución Aunque no es un problema nuevo, el diseño de la red siempre será relevante y complejo. Determinar la mejor ubicación de un CEDIS o calcular los niveles y ubicación del inventario, son aspectos críticos que impactan el costo y la estrategia de servicio. En Supply Chain Institute, hemos comprobado que al simular podemos medir el comportamiento de estos y otros indicadores bajo cambios en la configuración de la red, manteniendo el riesgo al mínimo. Bienvenidas las ideas disruptivas El exitoso modelo global de una compañía líder en la industria de perecederos consiste en entregar todos los productos del catálogo, diariamente, a todos sus clientes para cumplir la promesa de marca: frescura. Sin embargo, recorrer hasta 2,000 Km desde el CEDIS más cercano con transportes parcialmente llenos, y transferencias frecuentes de extremo a extremo de la región hacen que el modelo estándar resulte financieramente prohibitivo.
En sesiones multidisciplinarias diseñamos los escenarios a simular, aplicando selectivamente (no en general) conceptos como refrigeración, fabricación de lotes más grandes, creación de buffers cerca de la demanda, consolidación de nodos, racionalización de SKUs y optimización de fletes (cubo y frecuencia) mediante la planificación de inventarios. La iteración final muestra el potencial de reducir 22% del costo unitario. Simular la red de distribución ofrece tres ventajas sobre el enfoque tradicional: 1. El modelo se le entrega al cliente (con capacitación) para probar otros escenarios. 2. El módulo de optimización explora grandes combinaciones de variables para encontrar soluciones óptimas. 3. Es posible configurar a nivel de procesos para considerar factores operativos claves a hora de implementar, con granularidades imposibles para la programación entera mixta. Así, la simulación hace las veces de una brújula de negocios, orientando al equipo en la dirección de las ideas de mayor valor movilizándonos a hallar las formas más eficientes de operar. Adiós al desgaste de la prueba y el error. Autor: Enrique Elízaga Calvillo Director Norteamérica | Supply Chain Institute
Ver artículo completo
pany Mankattan to name a few, Grupo
the trading of products between coun-
Bimbo has extensive plans to further
tries, which will no doubt benefit from
its distribution reach. Adapting its net-
what the company has to offer.
work to reflect the current market and the reality of each country in which it
2020 VISION
operates, for South America, Rodriguez
Most importantly for Grupo Bimbo, its
Pauli confirms that the company is in the
renewable 2020 vision has seen the
process of revising its master footprint.
business become the first across Mex-
Once finalized, the business will seek
ico and Latin America to join the RE100.
to bolster the subsequent creation of
With plans to harness 100% of renew-
international networks which will support
able electrical energy across its US
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EXECUTIVE BIO
Jordi Rodriguez Pauli With a more than 15 years’ experience in the industr y of industrial and consuming goods, Jordi Rodriguez Pauli began his career at General Electric in manufacturing and planning areas in the factor y near Barcelona in Spain. Grupo Bimbo was the next step, armed with the passion to work in a Company with a powerful brand and powerful products. After working in different areas linked to manufacturing, planning and S&OP, Rodriguez Pauli moved to Logistics in Bimbo Iberia operation as Logistics Manager leading and transforming the Spanish operation. After four years in the position, he travelled with his family to Chile to start his personal and professional experience there, with the passion to transform and elevate the level of the supply chain in Bimbo South America.
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EMPRESA CHILENA PIONERA Y LÍDER EN LA INDUSTRIA DE RECICLAJE DE ALIMENTOS
EL MUNDO CAMBIÓ
TRANSFORMAMOS ALIMENTOS, GENERANDO UN IMPACTO POSITIVO EN NUESTRO ENTORNO.
Una solución comercial sustentable, a la medida de los requerimientos de cada uno de nuestros clientes. Recolectamos excedentes de la industria alimentaria de consumo humano, transformándolos en materias primas totalmente nuevas para la elaboración de alimento para consumo animal.
PROTECCIÓN DE MARCA Y DESTRUCCIÓN DE ENVASE: RESGUARDAMOS LA MARCA DE CUALQUIER IMPACTO QUE PUEDA SUFRIR SU REPUTACIÓN. NOS INTEGRAMOS A LA CADENA PRODUCTIVA DEL CLIENTE.
PROTEGEMOS EL MEDIO AMBIENTE Y EVITAMOS SU CONTAMINACIÓN APORTANDO A UN DESARROLLO SUSTENTABLE.
www.eccofeed.cl
“ Change is not easy, but it allows us to be innovative and disruptive, which is something we pursue” — Jordi Rodriguez Pauli, South America Logistics Regional Director, Grupo Bimbo
cling programs in several countries and promotes circular economy practices.
IDENTIFYING OPPORTUNITIES Throughout the transformation of its supply chain capabilities, however, Rodriguez Pauli explains that it is essential for Grupo Bimbo to continue to explore ways to improve the use of resources through data analysis, and gain a greater understanding of valueadded opportunities to drive further growth. Its extensive portfolio, focus on talent and geographic range have
operations by 2020, and then globally
all filtered into its purpose, originally
by 2025, every facet of Grupo Bimbo is
coined by founder Don Lorenzo Ser-
undergoing a significant internal, and
vitje, to be a “sustainable, highly pro-
external transformation. “Through
ductive, and deeply humane company”.
various schemes, such as the Piedra
“The management style has to
Larga Wind Farm in Mexico and Bimbo
change towards big data and will ena-
Solar, installing solar panels in certain
ble us to identify and boost talent. This
work centers, we are on our way to
transformation has begun in South
honoring our commitment ,” states
Latam. We’ve been the first ones, and
Rodriguez.
we, along with the HQ in Mexico, are
“In line with our sustainability efforts,
defining the new way of operating and
we have implemented various actions
the new standards,” observes Rodri-
to take care of our planet, including
guez Pauli. “Like any change, it’s not
a comprehensive waste management
easy, but for our part, we’re very happy
strategy.” Additionally, the business
to contribute first-hand to this transfor-
participates in after-consumption recy-
mation. It allows us to be innovative and w w w.grupo bi m b o. com
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GRUPO BIMBO
CLICK TO WATCH : ‘ACCIONES CON LAS QUE ALIMENTAMOS UN MUNDO MEJOR EN 2018’ 16
“ With IoT, we’re linking many of our production lines; through AI, we’re improving our demand plans and forecasts; and Cloud is becoming our platform for digitalizing the whole chain” — Jordi Rodriguez Pauli, South America Logistics Regional Director, Grupo Bimbo
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disruptive, which is something we pursue.” However, with such internal disruption, change management has also played a key part in the delivery of exceptional products and services at Grupo Bimbo. Providing further opportunities for professional development and highlighting the importance of collaboration, the business has sought to retain exceptional talent in order to continue on its upward trajectory and take advantage of various trends in the market. w w w.grupo bi m b o. com
GRUPO BIMBO
C OMPA N Y FA C T S “In terms of our logistics, we need talent that leads the change and challenges the status quo to keep improving. For that, we have important talent mechanisms of attraction and retention of talent, with many possibilities of international development,” says Rodriguez Pauli. “We’re also migrating towards a more ideal fleet management model,” he adds. “In the entire region, we’re making an effort to optimize transportation, and in Chile we´re studying options to 18
make it more sustainable and efficient. The world is changing quickly in terms of access to market, digitalization and information. We are already migrating toward actions that help us compete in these terms.” It is clear that technology will continue to set the tone and add further value across the supply chain at Grupo Bimbo. By reshaping its distribution networks, investing in exceptional enterprise resource planning (ERP) software and onboarding new digital applications, productivity levels are set to rise and deliver a number of advantages which are transversal and will deliver optimum efficiency. “We must
• Grupo Bimbo has built a global presence across more than 30 countries • Grupo Bimbo reached US$15bn in sales in 2018 • Grupo Bimbo houses one of the largest directdistribution networks in the world • Grupo Bimbo has been recognized as one of the World’s Most Ethical Companies by the Ethisphere Institute • Grupo Bimbo is in the process of adapting its network to reflect the reality of each country in which it operates • Grupo Bimbo is the first company across Mexico and Latin America to join the RE100 • Adopting Cloud and an advanced logistics suite, will see the business gain increased traceability and improve decision-making across the organization
be completely open to thinking differently and looking for different ways of distribution. These new applications will help us become a company that’s quicker and more flexible to adapt to the market’s needs,” affirms Rodriguez Pauli. “Words like AI, IoT and Cloud are a reality at Grupo Bimbo. There’s a lot to do and learn, but we’re moving ahead. With IoT, we’re linking many of our production lines; through AI, we’re improving our demand plans and forecasts; and Cloud is becoming our platform for digitalizing the whole chain.” Successfully adopting Cloud and an advanced logistics suite, along with other tools will also deliver further traceability, enable Grupo Bimbo to modify processes, and will improve decision-making which will positively impact its customers. Digitalization will remain at the forefront of Grupo Bimbo’s ongoing transformation. Housing a supply chain that is aiming to climb in the Gartner rankings across the world, to the company will look to unlock increased efficiency and drive further value across its processes w w w.grupo bi m b o. com
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GRUPO BIMBO
Expertos en paletizado IPLA ha estado desde sus inicios, hace más de 25 años, comprometida en ofrecer a sus clientes seriedad, calidad y un elevado nivel de servicio durante todo el desarrollo del proyecto. Nuestros compromisos de solución personalizada, cliente como partner estratégico, fiabilidad y seguridad en el diseño e innovación constante, conforman las bases que fundamentan nuestro trabajo y son fiel reflejo de nuestra identidad de marca.
www.ipla.es | info@ipla.es | eitarte@ipla.es
1945
Year founded
$15bn Approximate revenue
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138,000
Approximate number of employees
to ensure its position in the market.
outlets on a daily basis. I think our
The company has expanded very
chain is one of the most exciting ones
quickly, acquiring businesses that were
globally, and every day, we work to
totally new and branched. I’m sure this
improve it and make it more efficient.”
trend will keep on improving Bimbo’s business structure,” notes Rodriguez Pauli. “We have a great supply chain, with great products and relatively short life cycles that reach millions of retail w w w.grupo bi m b o. com
Grupo Bimbo Del Parque 5275, Huechuraba Ciudad Empresarialas T +56 2 2675 8303 www.grupobimbo.com