The relation between Marketing & Supply Chain Management ( k )

Ahmed Ragaie Author Name

Released: 2014-07-8

The relation between Marketing & Supply Chain Management ( k )

Global Supply Chain

When defining supply chain management, Almost of authors focusing in the importance of the various chain players also they are considering the customers as a vital player of the chain and this supporting the research idea “the importance of the local marketing talent in global supply chain design” about understanding and realizing the customers psychology, wants, needs, characteristics and behaviors is essential and the researcher consider this point as the main point in the organization success in all domains, so the researcher opinion is that; the best persons who can realize this point is the local marketer so the global supply chain as it essential in reducing cost and the success of the multinational firms in different markets should be according to the local marketing talents, lets see how different authors talk about the supply chain management

A lot of definitions of supply chain management focus on the 2 way flows of goods and services along with information & funds that from purchaser to End-user.

One of the interested detentions that also support the researcher idea as the following:

Monczka et al. (2002) indicate to Changes in the global business conditions and situations as well as the competition increases among organizations have influenced the management complexity of all organizations.

In today’s business conditions all organization should manage both the upstream firms—supplier that providing direct & indirect inputs and the downstream firms- distributive network.

Also the author said; the supply chain includes all the activities that related to the flow and transformation of goods that started from the raw materials until the end user. Supply chain include the managerial system, production & production scheduling, operation & assembly, inventory management, warehousing, transportation, and the customer service. Supply chains are essentially on linked suppliers and customers; we can consider every customer is in turn a supplier to the next downstream organization until the final product reaches the ultimate end user. The supply chain management considered as the integration of all those activities through improving the supply chain relationship to attain a sustainable competitive advantage. The point that are very interested to the dissertation main idea .The supply chain management includes the associated information flows, materials & information flow up and down the supply chain, the author focus on this point but as the information came from the upstream marketer from the Head Quarter but the dissertation point view according to the researcher perspective, that the information should came from the Upstream marketer with the assistances from the down stream marketer from the local market and sure it should be aligned with the head quarter and the reasons will take a critical discussion in the following paragraphs supported with real examples.

Supply chain management has a tremendous impact on the strategies for any organization, mainly those associated with purchasing and sourcing, also it contributing multiple organizations as chain participants. Supply chain management can be divided into 3 parts

. Internal functions
. Upstream suppliers
. Downstream customers

1) The internal functions: the internal functions of the organization have some duties such as order processing that include extensive customer interaction that starting from taking the order until after market service. One of the other duties of the internal functions within any organization is production scheduling that includes actual plans and schedules.

2) The upstream suppliers: the main functions of the upstream suppliers are to manage the flow of the right materials on the right time to the right internal users.

3) Downstream customers; the main functions of downstream customers include the distribution channels, the process and function which the products possess through To reach the ultimate customers. In this area the logistics managers are involved in order to managing transportation and distribution.

“Monczka” observed that there are upward and downward flows of both the materials and the information as well as the funds between the players or the participants of the supply chain management, its very important and also considered as an imperative to manage the relationship among those participants to align the activities between all of them. Effective management of the Supply chain considered as the core competency which offer an opportunity for competitive advantage to the organization in domestic and global market as well as it present the following: