Schriskoope is one of the largest chicken processing companies in Europe based in Holland. In actuality, the company faces substantial difficulties related to the development of its supply chain management. Supply chains of the company have proved to be inefficient and the company attempts to improve its supply chain management consistently. In this respect, the company focuses on four strategic goals to achieve: first, exploit all possible operations management strategies to improve the balance between supply and demand; second, improve competitiveness in the fresh chicken supply chain market from Poland to the downstream market; third, reduce the cost and meet customer requirements; and fourth, improve the logistics performance from Polish farms to the downstream market. The consistent improvement of the supply chain management of Schriskoope is possible on the condition of attaining the four goals mentioned above. In this regard, the company has to undertake bold steps to reach the set goals. The company should improve consistently its quality management to improve the quality of products and to meet customer expectations and requirements. In addition, the company has to improve logistics to deliver products from suppliers to customers faster than the company does at the moment. In this regard, the elimination of the third party logistic company would be reasonable.
The analysis of the current situation in Schriskoope, its marketing position and supply chain management reveals substantial problems, which the company has to tackle immediately. Otherwise, the company may stumble in its competitive struggle, while, in a long-run perspective, the company can just lose its marketing position or run bankrupt, if the trend to the deterioration of its marketing position carries on.
In such a context, it is possible to suggest several solutions in regard to the supply chain management of the company that can improve the competitive position of the company, increase the customer satisfaction and increase the effectiveness of supply chains used by the company at the moment.
The current report suggests three major strategic changes in the supply chain management. First, the company should introduce the just-in-time management which allows the company to minimize the stock of products and delivery of products from suppliers and to customers in time, when they are needed. This strategy will allow the company to save time and costs of storage of products and to meet the existing demand exactly that apparently increases the effectiveness of the marketing performance of the company and, therefore, improves the competitive position of the company. Second, the company should use direct supplies that will minimize costs spent by the company on the delivery of chicken from farmers in Poland to the production facilities of the company in Holland and further supply of products to customers. Finally, the company should implement information telecommunication systems (ITC) that help the company to communicate directly with suppliers. In such a way, the company will be able to balance its supply and demand because Polish farmers will supply as much chicken as the company needs at the moment using internet and modern telecommunication systems. Even though the aforementioned strategies have certain limitations, they are still beneficial for Schriskoope because they can improve the company’s supply chain management and enhance its competitive position in the market.
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