Contrary to common belief, achieving cost reductions and improved supply chain performance are not opposing goals. For example, a high-tech manufacturer was seeking to improve overall transportation costs while still improving transit time from Asia to the European market. By consolidating air freight into a single European hub and then optimizing a time-sensitive network at destination, they were able to identify 17% cost savings. The manufacturer was also able to reduce transit time from Asia to Europe by six days, achieving both the goals of reducing cost and improving transit time.