Critically assess the role and significance of supply chain integration in ensuring strong business function.

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section15.1: L.l.bean: Open 24/7, Click Or Brick
Problem 1VC
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he company’s focus is on growth based on, “its holy trinity of price, selection, and availability,” as
explained by former Amazon executive John Rossman in his book The Amazon Way. One of the
company’s strengths is that they built their own supply chain management tools from the ground up.
As a result, they were able to build a system where communication in real time is standard practice
and making adjustments is inherently part of the way the system works. While other big box giants
and mega superstore companies are scrambling to retrofit outdated and disjointed IT, Amazon is
efficiently zipping ahead of the competition. Communication in real time means convenience for
customers. Orders can be filled and shipped from a variety of locations to maximize efficiency and
customer satisfaction. When a process is deemed no longer relevant it is abandoned for more
responsive solutions.
Of course, few companies have the supply chain budget of companies like Amazon and FedEx, but
the strategies these companies use can be applied to drive growth at any level.
Critically assess the role and significance of supply chain integration in ensuring strong business
function.

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