Browsing by Subject "Marketing Operations"

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    The adoption of lean techniques to optimise the on-shelf availability of products and drive business performance in the food industry: a South African manufacturing and retail case study
    (2013) Domingo, Tony Mendes; Chivaka, Richard
    The degree of sustaining business performance, while maintaining competitive costs, satisfied consumers and customers has become more difficult and harder to achieve. To date, both retailers and manufacturers are economically challenged as they enter into a new age and era that is characterised by a restructuring of the supply and demand known today, the one in which the consumer demand chain will both lead and direct all organisational processes. The greatest challenge in manufacturing and retail supply chains today continue to be the inconsistency of product availability. Both retailers and their manufacturers frequently find themselves in positions where they either have too much stock of specific stock-keeping units (SKUs) or insufficient stock levels of a particular SKU, Steve (2010). Retailers and their suppliers both seek to avoid the costly out-of-stock (OOS) situations, which result in lost revenue opportunity for both parties. OOS can also damage shopper loyalty as frustrated consumers might seek out alternative retailers for the same merchandise, while on the other hand suppliers' brand loyalty can be impacted if a competitor's product is substituted instead. It remains true that the two pillars of business, namely demand and supply, still rule. Traditionally, putting supply before demand, with its implied precedence, was the correct approach to apply, but in today's business environment, there is a major shift taking place, predominantly driven by the cycles in globalisation that would be faster than in the traditional way, oversupply in the fast -moving consumer goods industry, a parallel loss of pricing power, consumers with a twenty-four hours access to precise pricing information, which terminates the power of information scarcity, and shorter product life cycles. The global economic crash that represented a global economic storm led many organisations to rethink the manner in which organisations are led. A consensus exists among many authors and commentators that the emerging economic order has imposed changes to the very way companies are doing business.