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Presentation to IMHX:
What is the right approach to Black 
Swan events?
A presentation by Transport Intelligence to IMHX, Birmingham
John Manners‐Bell, CEO
21st March 2013
• Established in 2002 to fill a gap in the market for high quality, cost 
effective market research
• Ti has now become the leading provider of market research solutions to 
the global logistics industry
• Advisors to World Economic Forum, World Bank, UN and European 
Commission
• Global research centre based in UK; research offices in Atlanta, USA and 
Hong Kong
• Key Pillars: Research reports, Consulting, Knowledge Portal, M&A, 
Conferences/Training
• Ti’s Global Associate Network provides a multi‐country, multi‐
disciplinary and multi‐lingual extension to Ti’s capabilities
1. About Ti
• Against the backdrop of a world beset by natural catastrophes, 
are corporations taking the right approach to ‘Black Swan’ 
events? 
• What strategies should companies take to avoid the huge 
disruptions felt globally by such sectors as the automotive and 
electronics industries following the Japanese Tsunami?
Theme of presentation
What is a ‘Black Swan’ event?
• A ‘Black Swan’ is an event which cannot be foreseen, but 
when it occurs changes the whole understanding of the 
market. 
• The theory is outlined in Nicholas Taleb’s book ‘The Black 
Swan’ published in 2010.
• It is so‐called as, prior to discovering black swans in Australia, 
Europeans believed that all swans were white. 
• In fact, a lack of knowledge and experience showed that their 
understanding of nature was fundamentally mistaken.
• ‘All observed swans are white – hence all swans are white’
• By assuming some event is ‘impossible’, people and 
companies become complacent and this leads to lack of 
preparedness.
• However, on this day a ‘Black Swan’ 
event occurs for the turkey!
• They are let down by a lack of 
knowledge and the assumption that the 
state of affairs will continue for the 
foreseeable future.
• Likewise management’s predictions are 
similarly based on straight line 
projections or normal distribution 
patterns – and can result in the same 
outcome.
Black Swans and ‘Turkeys’
• Taleb says that corporate managers and turkeys have a lot in common!
• Turkeys are fed for 300 days in the run up to Christmas
• On a straight line regression analysis, turkeys will expect to be fed on 
Day 301
• Intertwined networks – energy, 
transport, financial, ICT and 
human – mean that the 
consequences of failure in one can 
be critical and unforeseen.
• Central London bombings were an 
example – this had implications 
for bus, tube, cellphone, IT 
networks which spread and 
brought down the transport 
network across the South East of 
England.
Black Swans and the modern world
• Most business professionals assume we live in a world of mild randomness, 
where events don’t stray far from the mean. 
• However Taleb argues that, because of tightly integrated markets, we live in 
periods of wild randomness where small probability events carry major 
consequences. 
Black Swan Events in Supply Chains
Modern supply chains have the following attributes:
• Lean inventory
• Centralised
• Just in time
• Remote production
• Use of developing countries
• Multiple tiers of suppliers
They are designed to keep labour and inventory costs to a minimum, 
but also create SYSTEMIC VULNERABILITY
Bob Lutz, former vice chairman of General Motors says it best; 
“Running your procurement purely on a short term, point in time, 
cost minimization model is like shopping for rock bottom home 
insurance. It looks real smart until your house burns down.” 
Evolution of risk
Over the years, internal risks have fallen as supply chain strategies have 
developed JIT, Lean Inventory, Quick Response etc
However external risks from disruption – whether natural disaster, 
terrorism, economic shocks etc have increased.
Internal versus external risk
Supply Chain Characteristic Internal Risk External Risk
High Stock Levels High Low
Lean Supply Chains Low High
‘Bundled’ in‐house production High Low
‘Unbundled’ out‐sourced 
production
Low High
Globalised sourcing Low High
When people talk about supply chain risk, they usually mean ‘external’ threats. 
However the relation between external and internal risk is very close. 
For example, increasing inventory levels increases ‘internal’ risks (redundancy, 
wastage, financing etc) but mitigates external risks (the impact of a disruptive event on 
supply).
Sectors most at risk
The high tech sector – being most globalised and with largely out‐
sourced production – is the most exposed to external shocks
Lack of supply chain visibility
Ford, once famous for offering ‘any colour you like, as long as it’s black’ 
could no longer deliver its ‘tuxedo black’ cars as the pigment was 
produced only by a single producer; which was based near the 
Fukushima nuclear plant
Unknown to each other – Chrysler, GM and a number of German car 
companies also used the pigment in their paints; but as they sourced 
their paints from different suppliers none were aware that they relied 
on this sole producer. 
Manufacturers should share more information and ‘go for 
transparency’ to ensure that a single third or fourth tier of supplier’s 
failure could not have such a big impact on their supply chain.
High Tech Supply Chain Complexity
• Ash cloud shut down much of European air space
• Cost to European economy  ‐ £1.9bn
• Cost European airline industry $200m per day
• Inadequate response by administrators and freight operators 
– lack of contingency planning
Event 1: Icelandic volcano 2010
• Direct cost £133bn in Japan alone
• Cost to global supply chains much greater
• Japanese electronics sector hardest hit, with many 
consequences for the automotive sector.
• Chemicals also affected
• Honda’s and Toyota's plants in the UK shut down production 
due to interruptions to component supply
Event 2: Japanese Tsunami 2011
• Thai Floods – 2011
• 10,000 factories were forced to close
• Automotive and high tech (especially hard disk drive production) 
again hardest hit 
• Dell and Intel profits hit
• Total cost $15‐20bn
Event 3: Thai Floods
How resilient are modern supply chains?
A small supply chain with a single production facility is highly vulnerable to external 
events whereas a large, complex supply chain with multiple supplier options has the 
potential to be much more robust through a greater number of sourcing options. 
Each option may have higher supply chain risk attached although – and this is the key 
point – the probability of overall network disruption is less than in a small supply 
chain.
Point of disruption
• One other interesting factor which impacts significantly on the extent 
of disruption is the location of the event within the supply chain. 
• The further upstream it occurs, the longer the disruption to supply. 
• The reason for this is that down‐stream processing locations act as 
bottlenecks and take time to fulfil back‐orders once up‐stream supply 
is switched back on.
‘Unknown unknowns’
• Just because ‘Black Swan’ events cannot be predicted, does not mean 
that you cannot prepare.
• Rather than look at past events in order to gain some insight into the 
future, the best defence is to identify weaknesses in your supply chains 
instead. 
• Addressing vulnerability is the best way to mitigate the impact of a 
disruption.
• Future supply chains will be about ‘resilience’ – not just ‘lean’
Mitigating supply chain risk
Manufacturers usually adopt one of three strategies when dealing with 
risk:
• Inventory management – build up buffer stock
• Sourcing – developing contingency strategies for specific suppliers or 
supply chain links
• ‘Acceptance’ – doing nothing as costs of mitigation outweigh benefits 
of lean supply chain strategy
Deciding on which strategy to adopt relies on understanding the cost 
implications of each approach.
• The development of information technologies will play an important 
role in the mitigation of supply chain threats. There is little prospect that 
these risks will diminish – some may even increase. Therefore the ability 
to react to events will become the key competitive differentiator, and 
technologies which enable an enhanced level of supply chain agility will 
become highly sought after.
• However the adoption of more technology will also play a role in 
increasing risks. Increasing reliance on technology will leave supply 
chains open to ‘cyber attacks’ or even accidental outages. Whilst 
technology will lead to greater levels of efficiency, it will also mean that 
maintaining robust networks will be ever more critical. 
Technology – friend or foe?
How does Cisco manage risk?
Supply chain resilience has become a core business challenge across the 
enterprise, not just a logistics problem. 
Cisco’s timeline response to the tsunami
Within 30 minutes of the initial alert of the earthquake, the supply chain 
incident manager was made aware of the event, alerted both the SCRM 
team lead, team members and the Supply Chain Operations senior 
leadership team. 
Within 12 hours, the primary supply chain incident management team was 
activated. This team consists of an extended group of operations functional 
leaders that represent their functional organizations during an incident. 
Utilizing Business Continuity data and processes, all direct suppliers, their 
associated sites and components and other critical supply chain nodes in 
the impacted area were identified within 12 hours of the initial earthquake.
Cisco established a Supply Chain Incident Management Team War Room 
within 2 days of the initial earthquake to provide a central management 
point and decision making forum for all Supply Chain Operations personnel 
involved in the mitigation effort.  
Cisco’s response to the tsunami
In the first few days following the incident Cisco’s incident management 
team was able to:
• Establish contact with suppliers to assess the impact of the incident on 
site capacity
• Develop a prognosis of their ability to continue to produce
• Identify their ability to distribute components. 
The incident management team was then able to develop a snapshot of the 
supplier impact and status over the entire region. 
This snapshot was refreshed on a daily basis based on the evolution of the 
crisis circumstances (e.g. addition of the nuclear exclusion zone around the 
Fukushima nuclear facility, changing electrical power capacity projections, 
etc.) and facilitated faster, more informed executive decision making on 
mitigation activities and prioritization.
Business Continuity – speed and data
Cisco managers were also able to profile each supplier site from various 
resiliency perspectives. 
These included:
• the expected time‐to‐recover (TTR) for the site,
• back‐up power generation capabilities and 
• whether the supplier’s components were single sourced or had 
alternate sites available.
Cisco’s War Room
Cisco’s Supply Chain Incident Management Team War Room approach, 
structure and operations were based on the SCRM Incident Management 
playbooks. 
These playbooks create a predefined reference for bringing together the 
Customer Value Chain Management (CVCM) organizational leaders to assess, 
mitigate and resolve a disruptive supply chain incident. 
The playbooks define a functional track structure, key contacts related to 
various types of incidents, templates and other collateral to assist in running 
and managing an incident response. 
Cisco’s response to the tsunami
Bottom Line: In a very short period, the crisis management system was able 
to assess more than 300 Tier 1–Tier 5 suppliers — including site inspections 
and more than 7,000 part numbers — and complete a risk rating and 
mitigation plan. 
According to management, the largest supply chain disruption in modern 
times created virtually no revenue impact for the company.
Key to Cisco’s response was being able to identify the lack of visibility into 
sub‐tier supply chain (suppliers that supply Tier 1 component 
manufacturers). 
Having this as a “known unknown” was critical to quickly resourcing a team 
to investigate key impacts and ramifications in this area and to mitigate 
where possible.
• "Seagate owes its return to market leadership to a 
fortuitous accident in geography: Its HDD 
manufacturing plant in Thailand is located on high 
ground," says IHS iSuppli.
Final remark ‐ Reducing the element of luck
• For more information on the subject of supply 
chain risk, contact John Manners‐Bell on 
jmannersbell@transportintelligence.com

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