Relationship between Supply Chain and Marketing Case Solution
According to ( (Linton, 2017)), logic of market has made the marketing and supply chain to move in the same direction. Such is done by developing the relationship between the firm’s resources and competencies in order to produce the better products in the market to delight the customer and enhance the brand image and product virility in the market. Moreover, the right analysis of the resources and the internal competencies that include the supplier base and market relationship also offer strong competitive edge to the company, making a strong relationship between the SCM and marketing management within the organization.
Apart from this, the inception of different technology and digitalization has also integrated the SCM ad marketing function within the organization. Though the direct link between technology SCM and marketing has not been developed, yet it is understood, that the technology has made the SCM function to improve the supply and demand function for the organization, that in turn has made the marketing to analyze the loopholes in the product strategies and ultimately makes the markets to develop the counter promotional strategy so to meet the desired sales in the long term.
All in all, it can be said, that both marketing and supply chain components affect each other within the business setting. It is due to the fact, that it is the supply chain and supply chain management that gathers resource needed and maintains the logistics and production and also helps in reaching the end customers effectively. While on other hand, it is the marketing that triggers the demand and sales in the market and makes customer to demand more, making the organization to produce more or less in the market.
In addition to this Sales and Operations are now the integrated parts of the business strategy. In doing so, the organization takes the function of operation such as production, procurement, distribution and retail along with the marketing tools or aspects such as brand building, positioning and right customer targeting, making the operation optimized for the organization, leading to sustained profits and returns.
Lastly, the strong relationship between the retail chain and the promotional strategies of marketing makes it easier for the organization to tap the customer. It is due to the fact, that such allows the organization to manage the customer demand and also offer the adequate inventory in each store, saving the inventory cost and also improving the product movement within the stores. In addition, marketing can help the supply chain function such as distribution partners to take the advantage of strong brand image of the organization in the market, along them to reach more market through one strong brand in the market. Moreover, it also helps the retailors to sell the product to the customer more effectively due to the development of strong position in the customer mind along with strong brand recall, making customer to purchase the product and thus increasing the sales of the stores. Hence there is clear relationship between marketing and supply chain that makes the organization to grow at an optimized level in the market, gaining substantial profits and also sustaining its position in the long term............
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