Custom-made Logistics

Logistics is about ensuring that the right things are in the right place at the right time, and, in addition, at the lowest price possible! If we are to be successful in the market, we have to be as good as our competitors (or even better). We try to keep that in mind and adjust our logistics solution accordingly. A logistics joke illustrates this very nicely: Charlie and Bob are fishing for salmon in Alaska. They are both doing well, but suddenly a grizzly bear appears nearby. Charlie gets scared and says: “If the bear is hungry, we are done for - if he’s not, it may help to lay on the ground and play possum. Hopefully, he will just take a sniff at us and leave!” Bob just shakes his head skeptically, sits on a stump and starts taking off his heavy fishing boots. He is getting his tennis shoes out of the backpack. Charlie is watching him stoically and says: There’s no point! Don’t you know that the grizzly bear can run 60 kilometers per hour - you won’t outrun him even in your tennis shoes! But Bob calmly ties his shoe-laces and says: Listen, I don’t have to run 60 kilometers per hour, it will be enough if I am just a little faster than you!