A CASE STUDY ON CREATING CUSTOMER VALUE IN SUPPLY CHAIN MANAGEMENT

In this post globalization era, the business units are being forced ‘forced’ to provide better than the best to the customers. For, today’s customers are a different lot than what they used to be decades ago. They are no longer willing to be content with the ‘take it or leave it attitude’ of the traditional business units. They are demanding, aggressive and are determined to have the best product at a price & quality, which they are willing to pay and what they consider it to be right in their own perspective. This paradigm shift in the attitude of the customers’ is forcing the organizations to be innovative and create value for the customers such as injecting technology to provide services to the customers on 24x7x365 basis across the world and assisting the customer in placing the order for a product while he is in US and to have it delivered in India at a time and place as ‘dictated’ by him. But, all this emphasis on creating customer value and of providing services round the clock, has the backbone of an effective, efficient and efficacious Supply Chain Management System. For, without, this core aspect, the focus on customer value goes for a toss. Thus, business units of today are keenly studying, analyzing, innovating and implementing myriad measures so as to ensure customer value satisfaction. This is a conceptual case study, based on the corporate experience of the authors. The domain of the case study is the automobile sector. Initially the case study covers the basics of Supply Chain Management System and gradually it transcends to an establishment of Supply Chain Management System Finally the problems at the end are focused more on the usage of analytical skills rather than the usage of the theoretical concepts of Supply Chain Management System. KEY WORDS: Attitude, Backbone, Customer, Innovative, Value