Marketing And Supply Chain Perspectives Essay

The end result is as supply chain design may ultimately be the competitive advantage as much as the product it produces. Supply chain design must now be part of the overall strategy for an organization rather than something that “just happens”.

The market-driven approach is a business perspective that puts the customers as a starting point in all its strategies and operations in order to deliver the superior customer value and gain a competitive advantage (Day, 1994). This approach totally contradicts with the one of the previous years of the industrial age, which the prominent scholar Drucker (1954) defined that the main purpose of the organization is to generate profit. But nowadays, it appears clear that for the future prosperity of the company, the building of the loyal customer base is necessary condition to be profitable. The support of the latest argument comes from Webster, et al. (1994) where it is concluded that the profit becomes as remuneration for a satisfied and retained customer. There are few capabilities that the company should be aware of in order to be oriented on the market (Cravens and Shipp, 1991). There is the marketing strategic process which describes the development and implementation

A company 's competitive strategy clearly spells out the set of customer needs that it seeks to satisfy through its products and services having a defined set of attributes. The supply chain design or supply chain strategy must be in alignment with competitive strategy. A supply chain design can be taken up only after the competitive strategy is finalized and a supply chain needs to be redesigned or modified whenever there is a change in competitive strategy. The supply chain strategy includes supplier strategy, operations strategy, and logistics strategy. Design decisions regarding inventory, transportation, operating facilities, and information flows in the supply chain of a company are all part of supply chain strategy. Business strategy involves leveraging the core competencies of the organization to achieve a defined high-level goal or objective. It also includes the analytic and decision-making process surrounding what to offer, when to offer, and where to offer as a competitive plan. While the business strategy constitutes the overall direction that an organization wishes to go, the supply chain strategy constitutes the actual operations of that organization and the extended supply chain to meet a specific supply chain objective. According to an article Supply chain performance: achieving strategic fit and scope –review notes in Business and Management

Supplier chain strategies are one of the most important aspects of supply chain management. The key to success of an organization is the supply chain strategy. The supply chain makes up 55-85% to total costs for a business, so it is understandable why so many people are searching for newer and better strategies. (Bruce O. Bartschenfeld)

CONCEPTUAL FRAMEWORK:-It is a common belief that marketing is concernd with sales and customer satisfaction only. Though it is true to certain extent, yet marketing is not simply concerned with sales and profit maximization. In fact depending upon the type or stage of demand the marketing task would differ.

In recent business world, supply chain is an important part of so many business. A

Drive Customer Value - Cost efficient fulfillment and inexpensive products are important, but supply chain managers must also focus on value creation for their customers. Customers are the lifeblood of the organization and create the need for a supply chain. Hence, a fundamental objective in supply chain management must be to consistently meet or exceed customer requirements.

To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in realizing the importance of marketing to an organization's success and to be globally competitive.

“Customer KPIs: In this KPIs suggest to the total of customers; their fulfilment; and the customs to improve the products & other customer related KPIs’’

The supply chain has been defined as ‘the network of organizations that are involved, through upstream and downstream linkages, in the different processes and activities that produce value in the form of products and services in the hands of the ultimate customer’ (Christopher, 1992, p.74).

Previously not all organisations understood that marketing revolves around knowing your customers, their needs and wants, providing products or services tailored to suit these needs and wants which creates satisfaction which in turn leads to long term customer relationships resulting in greater profitability for the organisation.

The supply and distribution is focused on the use of advance technology such as GPS tracking and searching engines, which enables customers to locate firms. Also the supply chain focuses on creating value through interactive and engagement with other parties within the supply chain and the end user. Facilitating customer data is based on firms use customer data to identify them, tailor particular information to them etc.

The other day, one of my younger cousins came to see me and we had a long chat. At one point, he said that he was contemplating on a technology-based business idea in which he is keen to endow. I asked him to share the thoughts with me in detail. Then he explained, what he wanted to do, how to implement the thinking, approximate cost, budget, tentative loss-profit calculation, marketing procedure and supply chain management system etc. I found out that the proposal is new in Bangladesh and may be feasible if he can run it properly. Then I asked him to prepare a pitch deck for it. He replied, how about the pitch and how to do it. I informed that what you described me for the last half an hour, write it down. It will be a prototype. When you would make a slide with the gist of the prototype, it is generally named pitch. A pitch deck basically is a brief presentation, often created using PowerPoint, Keynote or Prezi used to provide your audience with a quick overview/short summary of your company, business venture and startup. You will usually use your pitch during face-to-face or online meetings with potential investor or clients. According to the famous evangelist and author, Guy Kawasaki, who is also an American marketing specialist and Silicon Valley venture capitalist, a pitch should have ten slides, last no more than twenty minutes and contain no font smaller than thirty points. This is applicable for any presentation to reach agreement: for example, raising capital,

Marketing plays an important part in successful business undertakings role. The way one markets one’s business will determine one’s level of success or failure process. The major factor to successful marketing is to know the customers’ demands, supplies, and mindset. They are the ones to determine whether one stays in business. Look for ways to gather as much insight and suggestions from customers in positive situations as much as possible. Ask for their advice, problems, and insights in every opportunity you have.

Marketing is a very valuable part of the customer and business intamite relationship.Marketing anticipates potential customer needs and once those are identified, the production proccess may begin. Our