The relation between Marketing & Supply Chain Management ( C )

Brief history of supply chain management:

The logistics activities has existed since the early 1900s, which were

related with the military as an important and essential branch of war which pertains to the movement and supply for armies.  The logistics model is essential accordance to the Military forces which use the logistics model in order to ensure the availability of the required materials at the right an accurate place on the right and accurate time and for sure the logistics Model still essential and being used by the military forces until now. Since 1950 The Supply chain are becoming something very interested and got higher attention in the manufacturing and production sector, we can observe that the inventory became the responsibility of the marketing and accounting as well as the production areas, also order processing was part of sales and accounting duties 

Supply chain is one of the most powerful engines in business transformation, supply chain  considered as one area where the efficiency and effectiveness of the operational activities can be reached, definitely it decrease the organization costs and improve customer service as well increase the firm’s value chain. As much as the technological and telecommunications tools increased as the supply chain management being more powerful. 

In the early days the supply chain was referred to the functions of logistics, transportation, purchasing and supplies.

 The evolution of the supply chain  has moved to focus on integration, visibility, cycle time reduction and streamlined channels. Also integration with marketing, this integration has a variety of activities that include:

• Integrated Purchasing Strategy 

• Supplier Integration 

• Supply Base Management  

• Supply Chain Management

Competitiveness and supply chain strategies 

During the last decades the multinational firms could be succeeds by how they could capture the economies of scale and & economies of scope as well as the usage of advanced technology in their products and services into the physical assets and this for sure increase the customer’s value creation. Competing in the global market requires new capabilities within the firm Such as considering the customers as strategic assets.

 This research are focusing on the FMCG multinational firms, and it’ll propose framework to move the integration between marketing and supply chain management to more strategic level through integration local marketing talent with the global supply chain management design for the Multinational firms into More strategic level, not only on the operational and tactics level.

The proposed framework builds on these perspectives, which captures the integration between marketing and supply chain into business unit and moves them onto more strategic level. Integrating marketing and supply chain strategies involves the management of the following levels of integration:

1. Strategic corporate, customer, and shareholder integration.

2. Strategic supplier integration.

3. Strategic marketing and SCM with the local marketing talent integration.

This research are focusing on understanding the customers value within supply chain network, customer segments, understanding the rapid change of the global business environment and customer’s demands & perception and delivering the value to the customers.

The purpose of this research to evaluate and review the supply chain management and its relation with marketing, to contribute to the body of knowledge by developing a conceptual framework for integrating marketing and supply chain management on more strategic level to include local marketing talent, As well as to understand, evaluate and analyze the global supply chain and global marketing strategies, the relation between both as well as the important of integration of local marketing talent in the strategic decisions in  global supply chain management  to MNC also suggest strategies and activities to MNC in order to improving the marketing talent. and all of the above considered as the answer of why this topic is important.