International Entrepreneur Club

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  • Joris Claeys
    Joris Claeys
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    Integrating Collaborative Supply Chain and Marketing Mix
    Integrating Marketing and Supply Chain Management within your Extended Enterprise
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    For decades marketing policies have largely influenced consumption behavior. Likewise - but at the same time hidden for most players in the value chain - marketing has influenced supply chain processes tremendously. In various industries supply chain processes have been driven by the marketing concepts developed. Only in few cases supply chain concepts have driven the marketing approach. Nevertheless, developed supply chain processes have contributed extensively to marketing success, and improved or allowed marketing concepts to be realized. A very good example for this is how collaborative supply chain management evolved and allowed for captain's marketing in the retail distribution sector (mainly food and apparel industries). However, most companies intend to focus on their supply chain as the total value chain. In some cases they look over the shoulder and comply or enforce competitive marketing and supply chain management policies and operations.

    In addition, too often SCM has been operating in the shadow of cost reduction and process optimization. I like to bring a whole new concept relative to SCM: the influence of marketing. If we look around us, any product or service is supported to the consumer through marketing driven strategies, which in turn drive the mechanisms of the supply chains down the total value chain. Again knowing the combination of these powers allows you to move faster in the market and enforce the right marketing mix and supply chain mix in delivering consumer satisfaction. Many companies do not know these drivers or cannot get a grip on them due to protectionism by their customers and/or suppliers, or are forced to accept the limitations dictated by their markets.

    The initial concepts of Collaborative SCM apply more then ever before, as this will allow companies and industries to get or share more knowledge of the market and their customer markets, and in turn, realize new opportunities in marketing and sales.

    To understand how marketing concepts can be promoted in real life and how marketing and supply chain management influence each other, we first need to definition collaborative supply chain management and total value chain management. In the article referenced in the URL we have provided a build-up of the concepts from basic SCM to integrating Marketing and Total Value Chain concepts.

    === URL: http://360.yahoo.com/empressives ===

    Joris Claeys.
    ACCELERATE - Global Supply Chain Solutions

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    ACCELERATE – Global Supply Chain Solutions
    Collaborative Supply Chain & Marketing Mix management for the Extended Enterprise ©
    Knowledge Management – Value Networking – Relationship Management
    Business Solutions – Interim Management – Consultancy
    Member of the MARKETING VILLAGE™

    Phone: +63 (49) 544.0327
    Mobile: +63 917.525.4811
    Skype me @ empressives
    eMail: empressives@yahoo.com

    PS: If you are interested in becoming part of my global network, kindly signup at either or any of the following:
    LinkedIn = http://www.linkedin.com/in/acceleratejorisclaeys
    OpenBC = https://www.openbc.com/hp/Joris_Claeys/
    Ecademy = http://www.ecademy.com/user/jorisclaeys

    URL: http://360.yahoo.com/empressives
    • 04 Jun 2006, 3:16 pm