CUSTOMER JOURNEY

Transforming Kubota's Supply Chain with o9

With a U.S. footprint that spans over a thousand dealerships and numerous entry points for inbound shipments, Kubota’s reliance on disconnected spreadsheets hampered its ability to align demand with actual supply constraints. As a result, regional sales managers struggled to provide reliable order commitments and faced mounting pressure from dealers seeking consistent delivery timelines.

Driving Supply Chain Efficiency: Kubota’s Digital Transformation Journey

EXECUTIVE SUMMARY

Kubota Corporation, a globally recognized leader in agriculture and construction equipment, faced extensive challenges in demand planning and order allocation across its 1,100+ dealer network.

Manual Excel processes, limited visibility, and low trust between dealers and Regional Sales Managers (RSMs) hampered accountability and operational efficiency.

PHASE I

Transitioning to o9

In 2024, Kubota partnered with o9 Solutions to introduce two key solutions in Phase I: Dealer Recommended Order Quantity (DROQ) and Supply Allocation.

By integrating a standardized, automated approach, Kubota saved an estimated 2,000 hours of manual work per month, delivered more reliable order allocations, and significantly improved dealer relationships.

Building on this success, Phase II will focus on enhanced dealer forecasting and advanced scenario planning, allowing Kubota to align more precisely with market changes, lower inventory burdens, and foster deeper collaboration throughout its extensive distribution ecosystem.

Company introduction

Empowering Farmers and Builders with Next-Generation Equipment

Founded in 1890 and headquartered in Osaka, Japan, Kubota Corporation has grown into a leading provider of agricultural and construction equipment. Over the decades, the company’s commitment to innovation and quality has driven the development of an expansive product portfolio, ranging from tractors and utility vehicles to excavators and turf equipment.

“Digital technologies make amazing things possible. We are driving innovations that will transform the art and science of management for decades to come, and that is exciting.”

Chakri Gottemukkala

CEO and Co-Founder at o9

Kubota’s global reach

North America, Kubota Tractor Corporation

In North America, Kubota Tractor Corporation manages distribution through a network of more than 1,100 dealerships. Based in Plano, Texas, the subsidiary oversees sales, service, and parts distribution to ensure that customers receive timely product support. This vast regional footprint, however, adds complexity: varying demand signals across dealers, manual data processes, and siloed order management systems frequently caused mismatches between factory output and on-the-ground needs.

Motivated by evolving consumer expectations and a rapidly changing industry, Kubota embarked on a digital transformation with o9. By consolidating demand information, automating order allocation, and eventually introducing robust forecasting methods, Kubota aims to build a more agile supply chain—one capable of responding quickly to fluctuations in seasonal demand, operational constraints, and dealer-specific sales patterns.

Moving Beyond Fragmented Processes

Navigating the Complexity

With no unified forecasting or automated allocation system, Kubota often struggled to accommodate dealer requirements against real capacity constraints in its distribution centers and assembly operations.

Inefficiencies in tracking and prioritizing orders—mostly via email and offline spreadsheets—further complicated the process, delaying deliveries and eroding dealer confidence in the company’s supply chain.

Operational Challenges

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Solutions

To address these challenges, o9 worked closely with Kubota to find appropriate and tailored solutions

Dealer Recommended Order Quantity (DROQ)

Supply Allocation Process

Future Phases—Dealer Forecasting & Demand Planning

Business value achieved with o9

results

With real-time visibility into inventory levels, assembly capacities, and dealer order commitments, Kubota saw immediate gains in operational efficiency, cutting down on late or short deliveries. This newly standardized process not only enhanced trust in its supply chain but also set the stage for advanced Phase II developments, including dealer-driven forecasting and eventual integrated business planning.

Improved Operational Efficiency

Enhanced Dealer Satisfaction & Trust

Alignment of Supply with Demand

Scalable Foundation for Dealer Forecasting

Stronger Governance and Accountability

Conclusion

Kubota’s leap from spreadsheet-dependent and reactive processes to an automated, data-driven platform marks a significant milestone in the company’s ongoing modernization efforts. By rolling out the Dealer Recommended Order Quantity (DROQ) and Supply Allocation modules, Kubota reclaimed more than 2,000 hours of administrative time each month, synchronized demand signals with real capacity constraints, and substantially improved dealer confidence in its allocation decisions. This enhanced visibility and accountability not only strengthen relationships across the dealer network, but also lay the groundwork for future-ready supply chain operations.

As the company advances into Phase II with o9, Kubota will integrate statistical forecasting and collaborative planning, building upon the robust data foundation created in Phase I. This strategic step broadens Kubota’s ability to foresee market shifts and refine production plans, proactively addressing changes in seasonal demand, product configurations, and broader economic factors. With a scalable framework that can eventually evolve into a full IBP (Integrated Business Planning) environment, Kubota is poised to maintain its legacy of innovation, quality, and customer-centric service. The result is a more agile and efficient enterprise—one that can swiftly navigate the dynamic agricultural and construction equipment landscape, continue delighting its dealer network, and uphold its longstanding reputation as a global leader in advanced machinery solutions.

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