2.2 Improve competitiveness in the fresh chicken supply chain market from Poland to the downstream market
The improvement of competitiveness in the fresh chicken supply chain market is another strategic goal for Schriskoope to achieve. As the competition in the market grows stronger, the company has to introduce solutions that can enhance the competitive position of the company in the market. Otherwise, the company is likely to face a steep decline in the nearest future that threatens not only to the current marketing position of the company but also to the survival of the company in the highly competitive market. In fact, the improvement of the competitive position of the company in the market is the matter of survival but not the matter of mere expanding or losing its market share.
2.3 Reduce the cost and meet customer requirements
The reduction of the cost and meeting customer requirements is the crucial goal for Schriskoope because the attainment of this goal will not only improve the competitive position of the company in the market but also will contribute to the increase of the customer loyalty and satisfaction. Low costs will allow the company to reduce price, while the low price will improve the competitive position of its products in the market attracting customers, who are concerned with saving their money. As the company meets customer requirements, the company reaches the higher customer satisfaction, which, in its turn, leads to the increase of the customer loyalty.
2.4 Improve the logistics performance from Polish farms to the downstream market
At the moment, Schriskoope has a very complex supply chain that involves the third party logistic provider that apparently increases costs of supply. Therefore, the improvement of the logistics performance from Polish farms to the downstream market is another strategic goal the company has to achieve. The attainment of this goal should involve the improvement of the communication between the company and Polish farmers, on the one hand, and the improvement of the communication between the company and customers, on the other. As the company obtains accurate information on the demand existing in the market at the moment, the company can communicate this information to Polish farmers to obtain as much chickens as the company needs at the moment to meet the existing demand. Such optimization of supply and demand will improve consistently the competitive position of the company in the market and its logistics performance.
3 The current position of the company in fresh chicken SC and how they can measure their performance
3.1 The competitive position of the company
At the moment, Schriskoope is still one of the largest chicken processing companies in Europe, but the competition grows stronger that threatens to the actual position of the company in the market. In fact, the company can lose its market share under the pressure of its major rivals, who can offer better quality, lower price and faster delivery of products to customers. Schriskoope, in its turn, suffers from low cost quality and relatively ineffective supply chain. In such a situation, the company naturally suffers from certain deterioration of its position in the company. The main problem is the loss of its loyal customers because of the ineffective logistics and supply chain management. The company needs to introduce changes in its supply chain management to enhance its competitive position and to maintain its position in European market.
3.2 Measurement of the company’s performance
3.2.1 Statistical analysis of sale rates and market share
At the same time, Schriskoope needs to measure its performance accurately to assess its current position in the market and to identify accurately problems the company has at the moment. In this regard, the use of statistical analysis is very important and the analysis of sale rates and market share of the company will allow Schriskoope to understand the current trend in terms of its competitive position in the market. In actuality, the market share as well as sale rates of the company tend to drop especially compared to its major competitors (Lavassani, Movahedi, and Kumar, 2009). Therefore, the company has to introduce changes fast to maintain its competitive position. Otherwise, the company can lose its market share and Schriskoope will face substantial difficulties with regaining its position because of the high level of competition in chicken processing industry in Europe. The use of statistical analysis allows the company to obtain accurate and objective information about its current position and changes in its marketing performance.
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