deserves The handling of each order seems very complicated and extensive, but Barja sees many benefits in the new system. "This system is a great deal faster and also more accurate. We no longer need to do a lot of manual pro cessing. The system automatically ensures that a number of specific data, such as the production location, are displayed on-screen. And, of course, we can make changes in those if we need to." When processing the orders, one of the things that Barja and her col leagues can specify is the loading of the containers. "Naturally we try to ship as many fully loaded containers as possible. The computer system can provide a bit of help for the simpler orders. But sometimes we still have to draw up a loading proposal ourselves. At Van Munching they know exactly how the containers can be filled as efficiently as possible and try to match the orders with that. If that is not entirely successful, then we send a fax or give them a ring. The contact between VMCO and ETD is really smooth and positive." Service Most of the containers with Heineken products are shipped from Rotterdam, the world's biggest seaport. ETD checks whether the shipping line and the despatch date specified by Van Munching are in line with each other and contacts the ship ping line to book cargo capacity on a specific vessel. Heineken products are shipped to a total of 33 ports. The staff at Van Munching therefore decide on the shipping line and the vessel which will carry the products. That respon sibility is handled by Van Munching for the simple reason that it is cheaper to arrange transport in the U.S. Moreover, Matt Nestor knows exactly which port terminals can offer the best service and he is also the person most qualified to take account of local circumstances in the deci sion-making. The beer is then transported from the ports to the distributor. This may be handled by Van Munching itself (the transport costs are subsequently charged through to the distributor) or by the distributor. Often trucks are used to transport the beer, but trans port by railroad is an option for longer distances. Winter Seasonal influences may have a bearing on the mode of transport that is chosen. Heineken Beer destined for Chicago and Detroit, for instance, is carried by ship to Montreal in the summer period and then transported further by rail. In the winter the St. Lawrence Seaway to Montreal is not navigable because of ice and Van Munching then uses the Eastern seaboard ports of Baltimore or Richmond. The furthest destination for the ships is Los Angeles. The voy age to L.A. lasts 3-4 weeks, depending on the intermediate ports of call. Deliveries to distributors usually represent big volumes. Rarely does this involve a number of cases, more often the number of containers. But sometimes there are also small ship ments, for example when a new prod uct is being introduced. In September 1994 Heineken Tarwebok came on the market. Small batches of that pro duct (sometimes just a single palletlo- ad) were sent to the distributors. Such shipments call for the same careful attention as the big batches. For Matt Nestor it is 'very rewarding' if an order is subsequently received for two full pallets of the newly introduced product. It is this supply flexibility, coupled with a sensitivity for what's going on in the market, which has made the position of Heineken in the U.S. grow from strength to strength over the past decades. THE WORLD OF HEINEKEN

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World of Heineken | 1994 | | pagina 65