10/28/2021

LOGISTICS
MANAGEMENT AND
STRATEGY
Dr Shahrin Nasir

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CHAPTER 2

PUTTING THE END-CUSTOMER

FIRST

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Figure 2.1
Changing value of televisions

Sources: www.intervideo.co and www.modern-electronics.weebly.com

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Figure 2.2
Annual sales per customer for a book distributor,
shown as a Pareto diagram

Sources: www.intervideo.co and www.modern-electronics.weebly.com

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Table 2.1
Comparison between consumer and industrial
marketing

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Table 2.2
Summary of marketing and supply chain strategy
implications of conventional market segmentation

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Table 2.3
CleanCo – current ‘account size’ approach to
market segmentation

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Table 2.4
CleanCo – potential approach to behavioural
segmentation

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Table 2.5
Supply chain segmentation criteria

Source: Godsell and Harrison, 2002

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Figure 2.3
The impact of uncertainty

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Figure 2.4a
Modelling trend and seasonality - continued

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Figure 2.4b
Modelling trend and seasonality

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Figure 2.5a
Demand comparison showing impact of promotions
on demand variability

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Figure 2.5b
Demand comparison showing impact of promotions
on demand variability - continued

Source: Garn. W and Aitken, J. reference is Garn, W. and Aitken, J., 2015. ‘Agile factorial production for a single manufacturing line with multiple products’, European Journal of Operational Research, 245(3), pp. 754–766
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Figure 2.6
Matching supply chains with products

Source: Fisher, 1997

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Figure 2.7
Tension between supply chain and marketing
objectives

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Table 2.6
Enablers to customer and shareholder alignment

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Figure 2.8
Strategy drivers and their implications for supply
chain strategy

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Figure 2.9
Supply chain strategy driver profiles for two
customers of AutoCo

Source: Harrison et al., 2007

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Figure 2.10
Demand and competitive profile vary with product
life cycle stage

Source: After Childerhouse et al., 2002

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Figure 2.11
Customer value gap as perceived by AutoCo’s
customer during product launch and steady state

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Figure 2.12
The simplified end-to-end supply chain for K-C Europe

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Figure 2.13
Analysis of demand volume and variability for SKUs
in K-C Europe, Consumer Products

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Figure 2.14
Four segments defined by K-C Europe

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Table 2.7
Tailored practices developed at K-C Europe

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