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REVERSE LOGISTICS AND ITS APPLICATION IN NEPALESE

CONTEXT: A CASE OF SOFT DRINK BOTTLING INDUSTRY

A Seminar Paper on Supply Chain Management


Submitted to
Office of the Dean
Faculty of Management
Purbanchal University
In Partial Fulfillment of the Seminar Course Requirement for the
Degree of
Masters of Business Administration (MBA)

Submitted by:

Dhiraj Pd. Joshi

Himalayan Whitehouse International College

White House Graduate School of Management

P.U Registration No:

April, 2020
DECLARATION

I, Dhiraj Pd. Joshi declare that this seminar paper entitled “Reverse Logistics and its
Application in a Nepalese Context: A Case of soft drink bottling industry” is submitted in
partial fulfillment of the MBA Degree, the faculty of Management, Purbanchal University is my
original work carried out under the guidance of Mr. Sushil Budathoki, Vice-principal of
WHGSM, has not been submitted anywhere for the award of any other degree or commercial
purpose. In keeping with the ethical practice in reporting scientific information, due
acknowledgements have been made wherever the finding of others have been cited.

__________________________________________

Dhiraj pd. Joshi

P.U Registration No:


APPROVAL LETTER (PROVIDED BY COLLEGE)
ACKNOWLEDGEMENT

At the beginning I would like to express my cordial gratitude to Dr. Uttam Kumar Regmi
Associate Professor of PU (Course Convener), Similarly, I would like to express my sincere
gratitude to Mr. Sushil Budhathoki (Vice principal of WHGSM) who instructed and guided me
in preparing this report.

I would also like to express my deepest appreciation to respected all my colleagues and
Whitehouse GSM staffs for directly and indirectly for their support to make this report success.
Also, I would like to thank to entire team members of the bottling industry for providing the
knowledge, materials, and information which is highly appreciated from my heart.

Dhiraj pd. Joshi

Date: April, 2020


EXECUTIVE SUMMARY

Globalization of economy has heightened the strategic importance of Supply Chain in diverse

business environment.

In today's highly competitive business environment, the success of any business depends to a

large extent on the efficiency of the supply chain. Competition has moved beyond firm-to-firm

rivalry to rivalry between supply chains. Management now has clear understanding that

profitability of the company will be affected by mistake of any member of Supply Chain.

Though reuse of products and materials is a common phenomenon, companies have long ignored

this part of the supply chain, known as reverse supply chain or backward supply chain. Such

reverse flow of logistical activities is known as reverse logistics.

The report “Reverse Logistics & its application in Nepalese Context: A Case of Soft Drink

Bottling Industry” has been prepared based on data collected from primary and secondary

sources. The objective was to gain an understanding of reverse logistic in supply chain, its

importance and application in Nepalese context.

The finding of the study shows that, the reverse logistic of soft drink starts with inspection and

sorting which includes sorting according to quality state and recovery route followed by

recycling to get desired quality for reuse and at last, the filled bottles are bought in the market.
Table of Contents
TABLE OF CONTENTS
S. No Page No

Declaration i

Approval Letter ii

Acknowledgements iii

Executive Summary Iv

Table of Content v
List of Figures viii

List of Tables ix

Abbreviations x

CHAPTER-I: INTRODUCTION....................................................................................................1

1.1 Background/Introduction..................................................................................................1

1.1.1 Bottling industry Nepal.................................................................................................2

1.2 Statement of Problem........................................................................................................3

1.3 Objectives..........................................................................................................................4

1.4 Significance of Study........................................................................................................5

1.5 Limitations of the Study....................................................................................................5

1.6 Organization of Study.......................................................................................................5

CHAPTER: II- LITERATURE REVIEW.......................................................................................6


2.1 Theoretical Review...........................................................................................................6

2.1.1 Supply Chain Management........................................................................................6

2.1.2 Reverse Logistics.......................................................................................................7

2.1.3 Activities involved in reverse logistics......................................................................8

2.1.4 Reverse logistic application areas..............................................................................9

2.1.5 Challenges of Reverse Logistic:..............................................................................10

2.1.6 Managing Reverse Logistics:..................................................................................10

2.2 Empirical Review............................................................................................................11

CHAPTER-III: OBSERVATIONS AND ANALYSIS.................................................................14

3.1 Research Methodology...................................................................................................14

3.1.1 Research Design................................................................................................................14

3.1.2 Source of Data...................................................................................................................14

3.1.3 Data Analysis Techniques.......................................................................................15

3.1.4 Reverse logistics in Supply chain................................................................................15

3.2 Reverse logistics in bottling industry..........................................................................16

3.2.1 Return Glass Bottles (RGB)....................................................................................16

3.2.2 Feedback..................................................................................................................17

3.2.3 Reusability...............................................................................................................17

3.2.4 Shelf Life.................................................................................................................17


3.2.5 Channel Distribution...................................................................................................17

3.3 Reverse Logistic of Beverage Company:...........................................................................18

CHAPTER-IV: FINDINGS, CONCLUSION AND.....................................................................20

4.1 Major Finding.................................................................................................................20

4.2 Conclusions.....................................................................................................................21

4.3 Recommendations...........................................................................................................21

References......................................................................................................................................23
LIST OF FIGURES

Figures 1: Reverse Supply chain……………………………………………………….9

Figure 2: Reverse SCM of Bottling Industry………………………………………… 14

Figure 3: Reverse Logistics of Beverage Company……………………………………17


No table of figures entries found.LIST OF TABLES
ABBREVIATIONS

RL Reverse Logistic

GSM Graduate School of Management

POS Point of Sale

SCM Supply Chain Management

LTD Limited

BNL Bottlers Nepal Limited

RGB Return Glass Bottles


CHAPTER-I: INTRODUCTION

1.1 Background/Introduction

Process of planning, implementing and controlling the efficient, cost-effective flow of raw

materials, in-process inventory, finished goods and related information from the point of

consumption to the point of origin for the purpose of recapturing value or proper disposal”

(Rogers & Tibben L,2006)

Reverse Logistics refers to the movement of goods from the end point of usage to the

initiation point in order to add more value or to dispose it. Reverse Logistics is not limited to

reusing of containers or recycling of packaging material. Reverse Logistics will not exist, if

the goods or materials does not send backward Returned goods are because of seasonal

inventory, damage, recalls and wrong forecasting are the major reasons of Reverse logistics.

Soft drink bottling industry industries are the main pioneers of reverse logistics in Nepal. The

empty bottles returned from the point of consumption back to the yard for refilling and

reusability purposes. Unlike tradition forward logistics network does not support RL, though

requires new horizon of backward distribution keeping efficiency and effectiveness in the

entire backward chain.

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Managing and having efficient supply chain is not an easy task. Companies must ensure that

the link in supply chain is as strong as the one preceding it. However, it is impossible to

achieve effective supply chain without having effective reverse logistics.

Remanufacturing and refurbishing activities may be included in the definition above. It is

more than reusing and recycling packaging materials, redesigning packaging to use less

material or reducing the energy and pollution from transportation and other activities.

1.1.1 Bottling industry Nepal

The only bottler of Coca-Cola products in Nepal, Bottlers Nepal Limited (BNL) has two

plants in the country namely Kathmandu Bottlers Nepal Limited and Bharatpur Bottlers

Nepal (Terai) Limited situated at Kathmandu and Bharatpur, respectively. The import of

Coca-Cola from India to Nepal first began in 1973 and six years later in 1979, the local

production of the drink in the country itself was started. Promoted by the Khetan Group, one

of the leading business organizations in Nepal, Bottlers Nepal also handles the bottling and

marketing of other products such as Sprite and Fanta.

Entitled as “Refresh the Marketplace” the marketing, sales and distribution strategy for

Bottlers Nepal Limited include a robust Consume Response System to address any consumer/

customer concerns, ideas, suggestions either on product and its quality or on stock supply,

maintenance of equipment, etc. The company makes sure to deal all consumer concerns with

a fair, timely and friendly manner so as to satisfy them and resolve their concerns. The

marketing and advertisement of the products emphasizes POS (point-of-sale), radio,

television, hoardings, truck backs, etc. along with emphasis on consumer price to enforce

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price compliance. It focuses on making innovative packages and pack sizes so that the

consumers get better value and also the storage of the products are easy for the retailers. The

packs and prices come in the manner that is affordable to the people of all sectors.

Its approach of conducting business makes sure to adapt and implement the approaches that

protect, preserve and enhance the environment and for that it has built a fully automatic

Effluent Treatment Plant (ETP) in each of its plants that have been in operation since 2001 to

protect the local environment along with meeting the standards of The Coca-Cola Quality

System (TCCQS).

Committed to strengthening the community through various programs at forefront in health

sector, Bottlers Nepal Limited, in association with the local community, supports Free Health

Check-up Clinic at Bharatpur which is managed by a qualified MBBS Doctor and trained

paramedics who extend free check-ups to communities around the plant in the Terai area.

Since its establishment, Bottlers Nepal Limited has been one of the leading companies in

Nepal handling the bottling and marketing of the soft drinks in the country. With its plants set

up in the valley and in Terai region, BNL has expanded its coverage from the valley to the

inner lands of Terai serving to quench the thirst of the people living in the Terai region

especially to those working under scorching sun.

1.2 Statement of Problem

If we analyze different industries of Nepal, we tend to realize that RL has not been a medium

of efficient and effective practice in business sector due to lack of infrastructure and

knowledge. Soft-drink bottling industry unconsciously tends to practice RL for the reuse

purpose of glass bottles.

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Due to lack of information on reverse flow of logistical activities from point of consumption

to point of origin, soft drink manufacturers are bearing high loss

Likewise, an effective set up of reverse logistic is SCM helps in identifying areas within the

enterprises that are using unnecessary resources. This will improve the company’s

competitiveness as well as improve the company’s overall profitability.

The research mainly focus on answering the following questions

 What is reverse logistic?

 What are the practices adopted by the Nepalese company in SCM?

 What are the challenges faced in reverse supply chain management?

 What are the recommendation to improve it?

1.3 Objectives

The general objective of this research is to study about the reverse logistic and its application

in Nepalese bottling industries under following specific objectives.

a. To study about the application of reverse logistic in soft drink bottling industry?

b. To study about the reverse logistic in SCM?

c. To study about reverse logistics in soft drink bottling industry?

d. To study about reverse logistics in beverage company?

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1.4 Significance of Study

Scope of the study is to create effective and efficient reverse logistics frame work which will

guides soft drink manufacturer and reverse logistics implementers to optimize their supply

chain in the current market scenario of soft drink bottling distribution. It will also help future

researchers to quantify all the variables effecting reverse flow of soft drink bottling industry

from point of distribution to point of origin.

This will help in identifying areas within the enterprises that are using unnecessary resources,

time and money for supply chain management. This will improve the company’s

competitiveness as well as improve the company’s overall profitability and brand value in the

market.

1.5 Limitations of the Study

 This study focus on importance of reverse logistic and its application in supply chain

management so the finding might not be relevant to other sector.

 Lack of practice in related field.

 Lack of sufficient data and information

 The study is limited only on Kathmandu.

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1.6 Organization of Study

In this report there are four chapters namely Introduction, Literature review, Observation and

Analysis, Findings, conclusions and recommendations. The first chapter includes the

introduction about the supply chain management, profile, statement of problems, limitation,

and organization of the study. The second chapter is about the Literature Review deals about

the Past reviews of relating study. The third Chapter Observation and Analysis deals with the

presentation and analysis of all the relevant collected information and presented data analysis.

The fourth chapter includes findings, conclusions and recommendations summarizes the

Reverse logistics of Bottling Industry. It mentions about the problems of Bottling industry

and its solution.

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CHAPTER: II- LITERATURE REVIEW

2.1 Theoretical Review

2.1.1 Supply Chain Management

Supply chain management includes the movement and storage of raw material, Work-in-

progress inventory and finished goods from the point of origin to the point of consumption.

Interconnected or interlinked networks, channels and node business are involved in the

provision of product and services required by end customer in supply chain. SCM has been

defined as the design, planning, execution, control and monitoring of supply chain activities

with objective of creating net value, building a competitive infrastructure, leveraging

worldwide logistics, synchronizing supply with demand and measuring performance.

Organization increasingly find that they must rely on effective supply chain to compete in

global market.

SCM is important for all the companies. SCM is all about having the right product in right

place at right time and in right price & condition. Charles Dominick explains, the three types

of entities of a supply chain: customer, a producer and the producer suppliers. SCM oversees

and optimizes the process of acquiring inputs from suppliers, converting those inputs into a

finished product and delivering those products or outputs to customers.

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2.1.2 Reverse Logistics

Reverse logistics stands for all operations related to the reuse of products and materials. It is

"the process of planning, implementing, and controlling the efficient, cost effective flow of

raw materials, in-process inventory, finished goods and related information from the point of

consumption to the point of origin for the purpose of recapturing value or proper disposal.

More precisely, reverse logistics is the process of moving goods from their typical final

destination for the purpose of capturing value, or proper disposal. Remanufacturing and

refurbishing activities also may be included in the definition of reverse logistics. (Hawks,

Karen, 2006).

Reverse logistics stands for all operations related to the reuse of products and materials. It is

“the process of planning, implementing, and controlling the efficient, cost effective flow of

raw materials, in-process inventory, finished goods and related information from the point of

consumption to the point of origin for the purpose of recapturing value or proper disposal.

This also may be included in the definition of reverse logistics.” The reverse logistics process

includes the management and the sale of surplus as well as returned equipment and machines

from the hardware leasing business. Normally, logistics deal with events that bring the

product towards the customer. In the case of reverse logistics, the resource goes at least one

step back in the supply chain. For instance, goods move from the customer to the distributor

or to the manufacturer.

When a manufacturer’s product normally moves through the supply chain network, it is to

reach the distributor or customer. Any process or management after the sale of the product

involves reverse logistics. If the product is defective, the customer would return the product.

The manufacturing firm would then have to organize shipping of the defective product,

testing the product, dismantling, repairing, recycling or disposing the product. The product

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would travel in reverse through the supply chain network in order to retain any use from the

defective product. The logistics for such matters is reverse logistics.

2.1.3 Activities involved in reverse logistics

Figure1: Reverse Supply Chain

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Source: (Research, 2020)

There are four main reverse logistic processes:

1. Collection: It means bringing the product from the customer to a point of recovery.

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2. Inspection/selection/sorting: The product are sorted according to the planned recovery

option according to their quality, state and recovery route.

3. Re-processing: It includes repairing, remanufacturing, recycling and re use.

4. Redistribution: It is the process of bringing the recovered goods to the user.

2.1.4 Reverse logistic application areas

The list of Nepalese industries where reverse logistic plays an important role:-

1. Publication Houses: To take bake unsold volumes for reuse.

2. Beverage industries: To collect empty bottles for re use.

3. Heavy Industries: To collect and reuse the wastes.

4. Consumer Goods Industries: To fulfill the commitments of after sale service and buy

back guarantee.

5. Pharmaceutical Industries: To collect the expired formulations and drugs for

environmentally friendly disposal.

6. Automobile Industries: To fulfill the commitments of after sale service.

2.1.5 Challenges of Reverse Logistic:

In today’s marketplace, the challenges for retailers and vendors is to process returns at

proficiency level that allow quick, efficient collection of merchandise. Customer requirement

facilitate demand for high standard of service that includes accuracy and timeliness. The

challenge lies in shortening the link from return origination to the time of resell. Firm needs

to ensure that they meet customer requirements of proper handling and administration, credit

or refund of purchase price and substitution of defective products. Activities such as

transportation, warehousing and inventory control are similar throughout the logistic process,

but they are not identical in forward and reverse flows. Another barrier is that there is lack of

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commitment on the part of senior management. Company policies, competitive issues,

management inattention, and resource limitation, legal & environmental issues creates

barriers in reverse logistics management.

2.1.6 Managing Reverse Logistics:

 Allocate sufficient resources to reverse logistics and environmental initiatives.

 Map or flow-chart the reverse logistic process to understand their component and

relationships.

 Implement educational programs for customers, associates, suppliers, vendors and

other in a firm’s supply chain.

 Ensure economic of scale are sufficient to make a reverse logistics and environmental

program viable.

 Develop and implement measurement system to track program performance.

2.2 Empirical Review

Traditionally, the product flow in a distribution channel happens from the industry towards
the final consumer. However, some factors such as defective products, or damages, expired
dates, order errors, among others, cause a flow in the opposite sense which generate the need
for a logistics operation called reverse logistics (Gisele and Rosane, 2006) as well as the
minimization of the consequences on the environment that is environmental logistics.
Reverse logistics involves the process of planning, implementing, and controlling the
efficient and cost effective flow of raw materials, in-process inventory, finished goods and
related information from the point of consumption to the point of origin for the purpose of
recapturing value or proper disposal. More precisely, reverse logistics is the process of
moving goods from their typical final destination for the purpose of capturing value, or

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proper disposal (Rogers and Tibben-Lembke, 1999). But the potential neglect of the reverse
logistics process can reduce the amount of value the firm may extract from returned product,
negatively impact customer relationships, and possibly increase reverse logistics costs due to
inadequate management oversight of the process (Souza et al., 2006).

Although reverse logistics deals with product returns, it presents one of the biggest
operational challenges in the world of manufacturing since the activities involved are many
and tends to be so varied. Some of these challenges include the problems of collecting
returns, sorting the returned products; return abuse, customers having lost confidence in
returns, credit approval and repair activities, lengthy processing cycle times of returns and
issues relating to the environmental sustainability. So it is important to perform reverse
logistics efficiently and effectively to obtain maximum benefits of its
opportunities[ CITATION Jai05 \l 1033 ]. (Adebayo, 2012).
Interestingly, effective reverse logistics is believed to result in direct benefits, including
improved customer satisfaction, decreased resource investment levels, and reductions in
storage and distribution costs [ CITATION Moe16 \l 1033 ].

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CHAPTER-III: OBSERVATIONS AND ANALYSIS

3.1 Research Methodology

The research was Qualitative in nature. More classical approach has been adopted, research

based on primary data and secondary data as well. Primary data were collected through

questionnaire, interview. The secondary data were collected from different articles and

journals.

3.1.1 Research Design

Here the data are used to complete the research are collected from the equally primary and

secondary sources. There only qualitative data is are used to make the decision.

3.1.2 Source of Data

A. Primary Data

Primary data collected in the form of in-depth structure interviews of distribution and

logistics manager of Bottling industry. Interview conducted based on our knowledge

of reverse logistics and given variables.

B. Secondary Sources
The secondary data were collected through company's yearly business review report,
website of the company and from internet.

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3.1.3 Data Analysis Techniques

The method applied for the analysis of data are:

 Methods of analysis and synthesis

 Method of comparison

 Study of internet articles

3.1.4 Reverse logistics in Supply chain

Having reverse logistics company can operate their supply chain management effectively.

According to chuck Poirier Reverse logistics is an enabler of supply chain management it

gives better customer satisfaction, its lean supply chain management in that way in which we

get better customer feedback from it, moreover reverse logistics can also be a reason to

maximize profit and sales. (Chuck P, 1998).

Though reuse of products and materials is a common phenomenon, companies have long

ignored this part of the supply chain, known as reverse supply chain or backward supply

chain. A common example of reverse supply chain is the soft drinks bottles pickup and

delivery system, where soft drink bottles are returned and reused repeatedly. Companies were

so long under the impression that returns compared to sales generate little or no money.

However, with the growth of direct-to-consumer channels like catalogs and Internet, sales

returns of merchandize by the consumers have increased. (Anindya R, 2003)

Figure 2: Reverse SCM of Bottling

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Source: (slideshare.net)

3.2 Reverse logistics in bottling industry

Reverse logistics Enhanced diagnostic reporting and status visibility for business partners and

end consumers by taking this statement we can analyze current operation of soft-drink

bottling industry with in Kathmandu.

3.2.1 Return Glass Bottles (RGB)

For every order of beverages, the retailer pays the bottler the associated deposits and then

charges them to customers (CRI, 1998).

Customers return their empty containers to stores or depots, and the bottlers retrieve them for

refilling.

So it indicates that implementing reverse logistics we can improve quality of product and

customize it as need of customer ,at this point question arises that how reverse logistics help

softdrink bottling industry to improve their quality.

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3.2.2 Feedback

Improving Customer Service Quality” concluded that many organizations are realizing that

reverse logistics can provide a significant opportunity for competitive advantage whereby

customer service can be improved while simultaneously reducing operating cost.

3.2.3 Reusability

Practically all businesses must deal with returns of some nature because of issues such as

marketing returns (i.e., customers change their minds or find the product unacceptable),

damage or quality problems, overstocks, or merchandise that is brought back for repairs,

refurbishing, or remanufacturing Norek , provides an indication of the sheer volume of

returns generated in many companies.

3.2.4 Shelf Life

Shelf life is the recommendation of time that products can be stored, during which the

defined quality of a specified proportion of the goods remains acceptable under expected (or

specified) condition of distribution, storage and display. The length of the product life cycle

varies across products and industries (Rogers and Tibben L, 1999).

3.2.5 Channel Distribution

Part of the possessions which are sold by the means of direct distribution chain returns to the

business or productive cycle by reverse distribution channels. The post sale possessions, with

little or no use at all, constitute the post-sale reverse channels, while the post consuming

possessions which were used and don’t show interest to the first possessor, will be returned to

post consuming reverse channels.”

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3.3 Reverse Logistic of Beverage Company:

The reverse logistics of beverage containers is still in its formative stage in the city of Lagos.

A significant number of consumers still discard the empties of beverage drinks

indiscriminately despite that their residues can be reused as secondary materials in the

packaging industry and other supply chains. Undoubtedly, waste collection is a common

phenomenon among developing nations and this societal challenge has created a

disconnection between the consumers of beverage drinks and the recycling industry that

reprocess and reintegrate the beverage empties into supply chains.

Figure 3: Reverse Logistics of Beverage Company

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Source: (Research 2020)

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CHAPTER-IV: FINDINGS, CONCLUSION AND

RECOMMENDATION

4.1 Major Finding

After the thorough study of the primary data and secondary data the following major findings

were found which are enlisted below:

 Insignificant supply chain network but huge industry.


 After consumption end user not concern to return empty bottles.

 It is time consuming process which effect on forward logistics as well.

 It is found that Return glass bottles there is factor of damages as well.

 As we know reusability is one of the cheapest way to Re-manufacture.

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4.2 Conclusions

Our study showed that soft drink bottling industry has bearing loss due to lack of

knowledge about RL ,after analyzing this study we come to know that what are major

critical failure point of soft drink bottling and industry and in which area they have to

focus.

In return processing Damages has a huge impact in logistics, damages shows two

important factors one is either your logistics handling system is inappropriate or your

glass quality is not better, in both ways RL cost increase.

soft drink industry is facing huge problem in implementing reverse logistics, including

requirement of work force, less determination after sales etc, study proved that by

implementing lean Reverse logistics system in your logistics network and by focusing on

critical success point you can increase your sales and maximize profit as well, RL also

help company to innovate according to the perception of your end customer ,because RL

help manufacture r to get continuous connection between major stake holders of supply

chain management which gives you real time feedback ,and if companies analyze and

customize these feedback it help company to get competitive edge in market.

4.3 Recommendations

 Soft-drink manufacturer should give a primary focus to Distribution channel, and they

should distribution channel auditing and see where leakages in the distribution

channels.

 Company should select that distributor who are fully equipped with technology and

have state of the art distribution network.

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 Study tell us that RGB Return glass bottling process is a major part of RL network, if

a company wants to create efficient RL network then they should increase the rate of

retrieval of empty bottles.

 Study showed that Reverse logistics can play a vital role to get competitive edge in

industry, without any doubt we can say that soft-drink Company should impalement

appropriate framework in their system.

 Company should define their critical success points of RL and create an appropriate

framework for implementing in your system.

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References

Anindya Roy (2003), Faculty Associate with ICFAI Press .How Efficient is Your Reverse

Supply Chain? CFAI Press

Container Recycling Institute (CRI), 1998. Beverage Container Reuse and Recycling in

Canada. Arlington, Virginia: CRI (B).

Hawks, Karen. (2006), VP Supply Chain Practice, Navesink. Reverse


Logistics Magazine Winter/Spring.

Rogers, D.S. and R.S.Tibben-Lembke (1999), Going Backwards: reverse logistics trends and

practices, Reverse Logistics Executive Council, Pittsburgh, PA.

Jaiswal, P. K., & Bhandari, N. (2005). gscm. International journal, 21-22.

Moeinaddini, M. (2016). Reverse Logistics in Food Industries:A Case Study in Malaysia. Int.

Journal Supply Chain.

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Annex
 What is the supply chain of the company?

 How is the distribution network of the company?

 How do you coordinate with the retailer and distributor to manage the reverse

logistic?

 What is the annual cost on implementing the reverse logistic strategy?

 What are the challenges faced in reverse supply chain management?

 What are the recommendation to improve it?

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