3.2.2 Qualitative analysis of customer satisfaction and customer loyalty
Along with quantitative methods of analysis, Schriskoope should use qualitative ones to obtain more detailed information on its competitive position and supply chain management (Halldorsson, et al., 2007). The qualitative analysis of customer satisfaction and customer loyalty are particularly effective in terms of the assessment of the competitive position and potential of the company in the market as well as in terms of understanding the effectiveness of its supply chain management. For instance, at the moment, the company suffers from the low customer satisfaction because of the widening gap between customer requirements and existing demand, on the one hand, and supply, on the other (Kouvelis, Chambers and Wang, 2006). The analysis of the customer satisfaction and customer loyalty may involve interviews and questionnaires that involve customers of the company. The company can obtain information on the level of the customer satisfaction and understand reasons of the growing dissatisfaction of customers. In such a way, the company will be able to identify key problems in the supply chain management. Today, the major problem the company has is the low effectiveness and high costs of its supply chains.
4 Types of SC strategies the company may consider or adopt to achieve the goals
4.1 Just-in-time management
In such a context, it is possible to suggest several strategies Schriskoope can use to solve its problems, including the problem of the low customer satisfaction, deteriorating competitive position and low effectiveness of its supply chain management (Cooper, Lambert & Pagh, 1997). In this regard, the introduction of the just-in-time management is one of the most effective strategies the company can introduce in its current position. The just-in-time management implies that the company will analyze accurately existing demand, monitoring the situation in the target markets and obtaining information from its customers using modern information technologies and telecommunication systems (Gomory, 2002). On collecting the information on the existing demand, the company will order the required amount of chicken from Polish farms. At this point, the company has to optimize its logistics to deliver chickens from Poland to Holland fast, process them and to deliver products to customers respectively to the existing demand. The main point of the just-in-time management is the delivery of the exact amount of products in time to avoid stocking of products and to meet existing demand.
4.2 Direct supplies
The direct supplies is another effective strategy, which implies the elimination of the third party logistics provider from the supply chains of Schriskoope. This means that the company has to introduce its own delivery and supply service. This service will obtain chickens from Polish farms and deliver them to the production facilities in Holland. The company will need several large trucks to deliver the required amount of products. The company will also need smaller trucks or vans to deliver the processed chicken to its customers in the UK, France, and other target markets across Europe. Direct supplies will save costs because the company will not need to pay the third party logistics provider and increase the effectiveness of its supply balancing demand and supply.
4.3 The use of ITC in supply chain management
The company should introduce ITC in its supply chain management to improve the communication between the company and its customers and Polish farmers. To put it more precisely, the company should use contemporary information technologies and telecommunication systems to communicate and share information with its customers and Polish farmers. On the one hand, the company should use ITC to collect the information on actual demand and requirements from the part of its customers (Haag, et al., 2006). The accuracy of this information is crucial for the adequate supply of Schriskoope’s products to its customers. As the company collects the information on existing demand in its target markets, the next step should be processing this information and sending the processed information to Polish farmers. The processed information will contain information on the exact amount of chickens the company needs at the moment. Polish farmers will obtain the order from Schriskoope and deliver the needed amount of chickens. The company, in its turn, will receive the chickens and process them fast to deliver the required products to customers directly. As a result, the effectiveness of the supply chain management of the company will increase, while the company will close the gap between demand and supply.
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