Business logistics winners and losers
As ever, there were winners and losers. An example of a big winner comes from UPS (UPS -2.93%). The company launched its transformation strategy in 2018, aiming to refocus the company on key end markets like small and medium-sized businesses (SMB) and healthcare.
Fast-forward to the pandemic, when SMBs and healthcare companies were forced to accelerate their deployment of e-commerce and alternative delivery options rapidly. It played into the hands of UPS perfectly, and the company hit its 2023 revenue, margin, and profit targets a year early.
On the other hand, it was a disastrous year for wind-power equipment manufacturers. It's a business that relies extensively on business logistics -- moving, assembling, and then installing massive wind turbines is a challenging task at the best of times. Unfortunately, soaring raw material and logistics costs ate into profit margins at the leading players like Siemens Gamesa, Vestas, and General Electric's (GE -5.74%) renewable energy business. As a result, they all lost money in 2022 – GE Renewable Energy lost a whopping $2.2 billion, and it won't return to profitability before 2024 at the earliest.
The two examples highlight the critical importance of business logistics to a company's business model. It's not something that needs to be worked out as an afterthought but an essential and intrinsic part of a company's business model.
There's no point in designing a wonderful product if you can't cost-effectively obtain the components to manufacture it. Similarly, it makes no sense to manufacture a market-leading product if you can't profitably deliver it to consumers, wholesalers, or retailers.