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Sneha Lundia
SUPPLY CHAIN
MANAGEMENT
Marketing Operations 2.0: Tactical Discipline to Strategic Vision
Instructor: Gary Ka...
¡  “Supply Chain Management is the integration of key business
processes from end user through original suppliers that
pr...
SCM AND MARKETING
¡  Supply chains are crucial functions that allow brands to
translate customer demand into product fulf...
SCM PROCESSES
Source: Adapted from Douglas M. Lambert, Martha C. Cooper, and Janus D. Pagh, “Supply Chain Management: Impl...
Marketing
Operations
Customer
Relationship
Management
• Understand customer
needs
Supplier
Relationship
Management
• Colla...
CUSTOMER RELATIONSHIP MANAGEMENTStrategicSub-Processes
Review Corporate and
Marketing Strategy
Identify Criteria for
Categ...
SUPPLIER RELATIONSHIP MANAGEMENT
StrategicSub-Processes
Review Corporate,
Manufacturing and
Sourcing Strategies
Identify C...
CUSTOMER SERVICE MANAGEMENT
StrategicSub-Processes
Develop Customer Service
Strategy
Develop Response
Procedures
Develop I...
DEMAND MANAGEMENT
StrategicSub-Processes
Determine Forecasting
Approaches
Plan Information Flow
Determine Synchronization
...
MARKETING INTEGRATION
Marketing
Account
Management
Account
Administration
Demand
Planning
Research &
Development
Requireme...
THANK YOU!
1.  Gary Katz. (2016). Marketing Operations class presentation and
notes.
2.  Wikipedia. (2016). Marketing Operations. Ret...
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Supply Chain Management in Relation to Marketing Operations

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Council of Supply Chain Management Professionals define SCM as, “Supply Chain Management encompasses the planning and management of all activities involved in sourcing and procurement, conversion, and all logistics management activities. Importantly, it also includes coordination and collaboration with channel partners, which can be suppliers, intermediaries, third-party service providers, and customers. In essence, supply chain management integrates supply-and-demand management within and across companies.” This presentation emphasizes on the role and importance of marketing in every component of the value chain. I believe that supply chain management strategies are the critical backbone to Business Organization, and marketing can impact its efficiency.

Published in: Marketing
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Supply Chain Management in Relation to Marketing Operations

  1. 1. Sneha Lundia SUPPLY CHAIN MANAGEMENT Marketing Operations 2.0: Tactical Discipline to Strategic Vision Instructor: Gary Katz
  2. 2. ¡  “Supply Chain Management is the integration of key business processes from end user through original suppliers that provides products, services, and information that add value for customers and other stakeholders.” – The Global Supply Chain Forum WHAT IS SCM?
  3. 3. SCM AND MARKETING ¡  Supply chains are crucial functions that allow brands to translate customer demand into product fulfillment and market delivery. ¡  As communication professionals, marketing promotes collaboration between buyers and suppliers, product developers and common systems, customers and sales to reduce lead time, streamline customer feedback, and improve sales forecasting. ¡  Similar to manufacturing environments, marketing supply chains rely on the creation, production, warehousing, and fulfillment of materials, as well as the collection of feedback for continuous refinement, all of which can be seamlessly integrated into the larger supply chain.
  4. 4. SCM PROCESSES Source: Adapted from Douglas M. Lambert, Martha C. Cooper, and Janus D. Pagh, “Supply Chain Management: Implementation Issues and Research Opportunities,” The International Journal of Logistics Management, Vol. 9, No. 2 (1998), p. 2.
  5. 5. Marketing Operations Customer Relationship Management • Understand customer needs Supplier Relationship Management • Collaboration between Buyers and suppliers Customer Service Management • Provide real time information Demand Management • Better tools • Availability of Data MO IN RELATION TO SCM
  6. 6. CUSTOMER RELATIONSHIP MANAGEMENTStrategicSub-Processes Review Corporate and Marketing Strategy Identify Criteria for Categorizing Customers Provide Guidelines for the Degree of Differentiation in the Product/Service Agreement Develop Framework of Metrics Develop Guidelines for Sharing Process Improvement Benefits with Customers OperationalSub-Processes Differentiate Customers Prepare the Account/Segment Management Team Internally Review the Accounts Identify Opportunities with the Accounts Develop the Product/ Service Agreement Implement the Product/Service Agreement Measure Performance and Generate Profitability Reports
  7. 7. SUPPLIER RELATIONSHIP MANAGEMENT StrategicSub-Processes Review Corporate, Manufacturing and Sourcing Strategies Identify Criteria for Categorizing Suppliers Provide Guidelines for the Degree of Customization in the Product/Service Agreement Develop Framework of Metrics Develop Guidelines for Sharing Process Improvement Benefits with Suppliers OperationalSub-Processes Differentiate Suppliers Prepare the Supplier/Segment Management Team Internally Review the Supplier/ Supplier Segment Identify Opportunities with the Suppliers Develop Product/Service Agreement and Communication Plan Implement the Product/Service Agreement Measure Performance and Generate Supplier Cost/Profitability Reports
  8. 8. CUSTOMER SERVICE MANAGEMENT StrategicSub-Processes Develop Customer Service Strategy Develop Response Procedures Develop Infrastructure for Implementing Response Procedures Develop Framework of Metrics OperationalSub-Processes Recognize Event Evaluate Situation and Alternatives Implement Solution Monitor and Report
  9. 9. DEMAND MANAGEMENT StrategicSub-Processes Determine Forecasting Approaches Plan Information Flow Determine Synchronization Procedures Develop Contingency Management System Develop Framework of Metrics OperationalSub-Processes Collect Data/Information Forecast Synchronize Increase Flexibility and Reduce Variability Measure Performance
  10. 10. MARKETING INTEGRATION Marketing Account Management Account Administration Demand Planning Research & Development Requirement Definition Technical Service Process Requirements Logistics Requirement Definition Performance Specification Forecasting Production Manufacturin g Strategy Coordinated Execution Capability Planning Purchasing Sourcing Strategy Priority Assessment Sourcing Finance Customer Profitability Cost to serve Trade-off Analysis CRM CSM DM
  11. 11. THANK YOU!
  12. 12. 1.  Gary Katz. (2016). Marketing Operations class presentation and notes. 2.  Wikipedia. (2016). Marketing Operations. Retrieved from https://en.wikipedia.org/wiki/Marketing_operations 3.  Wikipedia. (2016). Supply Chain Management. Retrieved from https://en.wikipedia.org/wiki/ Supply_chain_management#Importance 4.  Steve Banker. (2009). Supply Chain and Marketing: A Growing Collaboration. Retrieved from https://logisticsviewpoints.com/2009/07/29/supply-chain-and- marketing-a-growing-collaboration/ 5.  Boundless. (2016). Influence on the Entire Supply Chain. Retrieved from https://www.boundless.com/marketing/textbooks/boundless- marketing-textbook/introduction-to-marketing-1/the-importance-of- marketing-22/influence-on-the-entire-supply-chain-127-7314/ 6.  Keely L. Croxton, Sebastián J. García-Dastugue, Douglas M. Lambert and Dale S. Rogers. (n.d.). The Supply Chain Management Processes REFERENCES

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