Tables of contents

Executive Summary
This business report discusses about the supply chain operation of a small frozen food company in
Singapore and its strengths and weaknesses. All information about the company and its employees,
as well as transportation processes, comes from interviews with company management. Besides,
any inferred information used to support internal findings comes from reputable trade websites,
logistics magazines, and newspaper articles.
The main conclusions show that the company's supply chain operations are traditional. Upstream
includes the delivery of products from suppliers and purchases to their warehouses, downstream
is the direct sale of their products by the company through its retail sales to customers or delivery
of larger orders using trucks in the local area by other companies.
The business has several strengths. First, they offer value-added services that are not available to
some competitors. Secondly, they have an experienced employee who can handle things smoothly.
Finally, they have strong relationships with suppliers. However, they also have some problems
worthy of attention. The company does not use too much technology in the daily production
process, and occasionally delays due to freight costs in the transportation process. The most
important thing is that they have no e-commerce at all.
1. Introduction
1.1 Company Background
It is one of the leading frozen poultry and seafood here in Singapore. Back in 2014, this company
was established as both importer and distributor to fulfill the demand for frozen seafood and meat
in Singapore. The company currently have 50 employees. FOF is mainly focused on distributing
frozen meat and seafood such as Venison & Mutton, Pork, Oyster, Shrimp, and many more.
Business-to-Business is their main focus. Their role is as a wholesaler to the Food and Beverage
industry as well as the local retailers and businesses.

1.2 Assignment One Objective

The most significant segment of the frozen food in Singapore is frozen meat product. In a year, it
accounts for over 30% of a maximum market revenue share (Research, 2018). This report will be
discussing about the FOF frozen food company.

The objective of this assignment is to analyze the current Supply Chain / E-Supply Chain of the
FOF company. Also, in this report, we evaluate the overall performance (strengths and weaknesses)
of the current supply chain operations. From there, we could see how the company can improve
and enhance their current supply chain operations. We aim to provide a business proposal to offer
an in-depth discussion about internal supply chain operations from upstream to downstream
processes.
2. Analysis of The Current SC/eSC Operations

FOF imports their raw materials from several different countries such as China, Vietnam,
Thailand, Japan, Korean, Indonesia, New Zealand, Chile, USA, France, Norway and Holland.
Their warehouse is located at Macpherson industrial area and Paya Lebar.

Figure 1 FOF's Supply Chain Process Diagram

The overall upstream and downstream supply chain operation is shown in the diagram above.
Furthermore, the product, cash, and information flow between parties can be seen in the diagram.
There are three arrows which indicate different flows in the supply chain operation. First, product
flow, which is indicated by blue arrow flows singularly from the raw material suppliers down to
the end customers. Secondly, cash flow, which is indicated by the green arrow has the opposite
direction with the product flow (blue arrow). Lastly, information flow is indicated by the red arrow,
which has two directions between two parties at once. Information flow does not stretch across the
whole supply chain since FOF applies WMS (Warehouse Management System) that provides very
little visibility of information.

Upstream Supply Chain Operations

Based on the diagram, inside the green dotted line is the process of FOF company importing goods
(meat and seafood) from different countries, as it is mentioned before. The company uses sea
freight to deliver goods from their suppliers. Since most of their goods are in bulk and sea freight
has the least cost among the five modes of freight transportation (Bektas, 2017). FOF company
restocks their goods twice a month. The seasonal forecast and specific demands from the customers
drive the number of goods ordered.

Downstream Supply Chain Operations

According to the diagram, inside the red dotted line is the company’s downstream supply chain. It
consists of the process of distributing the goods to their retail shop and customers, which in this
case the customers are retailed customers (e.g.: supermarket) and the end customers (e.g.: hawker
center, restaurants, cafes, etc.). All the customers can place an order of the products by email;
phone calls as well as visit their retail shop.
3. Discussion and analysis of the strength and weakness
3.1 Strengths
3.1.1 Delivery value to customers
Value-added refers to the improvement made by a company to a product or service before it is
provided to the end customer (Reference 1). The best way for a company to show value is to
provide customers with better or additional after-sales service to obtain customer support

（Reference 2）. Basically, customers make purchasing decisions based on two criteria: the

benefits of a particular product or service and its price.

FO create many value-added services to their customers. For example, FO will launch seafood
packages at special festivals. During the New Year's holiday, they predicted that the market
demand for seafood and meat increased, and launched a series of preferential price seafood
packages, which were delivered to customers free of charge. Besides, FO provides seafood and
meat supplies for private parties and other activities and helps arrange delivery to designated
locations, sometimes helping load up to customers' cars. In addition, the company also provides
customers with free repackaging services, if purchased in bulk, and intends to retail to consumers.

In spite of these customer services do not add any real value, but these value-added services mean
FO can build better relationships with customers, the goodwill earned will benefit directly from
the customer. So, this has had a direct positive impact on their business, as their customer base has
boosted significantly since they start to provide these kinds of services.
3.1.2 Experienced Staffs
The employees that FO company hires are basically within the ages of 25 to 40. While hiring, the
company is seeking for qualified and active employees in order to complete the tasks at work.
Because they would like to reduce the possibility of the problem occurs in a part of the work and
the issues of hiring a replacement. Furthermore, the company is a medium-sized company with 50
employees; thus, it is not really a massive work in hiring qualified staff.

Nevertheless, salary and the time spent on hiring the staff would become a small investment for
the company will have to make compared to productivity and cost-effective. And the experienced
staff also have a better understanding of the nature of the work as well as they can bring their
expertise into the society. This can make them to reach their goals with ease and fixing the
problems with creativity. The positive environment at work would help the company to generate
more productivity and reduce unnecessary costs.