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DNA/RSCM/April 2021
MBA –LSCM
ISCM
MODULE 1

Dr. Neeraj Anand

Prof. & HoD –DoTM, SoB
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DNA/ISCM/Session 9/Sept. 2021
ISCM
MODULE 1
Session 9
Supply Chain Strategies
DR. NEERAJ ANAND
PROFESSOR - LSCM
SOB, UPES
 Learning Outcomes 3

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 To apply Mass Customization and Synchronization Strategies
 To know the concept and applications of Postponement Strategies
 Mass Customization Strategies 4
Satisfying customer segments based on demographics or psychographics with in the

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country/among countries through product differentiation or brand positioning.
Glocalization – Global plus Local
 Mass Customization Strategies: Examples
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Marketing mix may vary country to country in case of Customization.
 Lounge facility at airport/ New Delhi Railway Station, Ginger Hotels
 Dynamic Pricing in aviation/railways
 Business class/ Economy Class
 FSC/LCC
 Prayer Room, Smoking Zone, COVID 19 testing at IGI Airport
 Cab Services at airports: Ola/Meru/private/Personal
 Metro rail connectivity at IGI Airport
 Duty free retail shops at Airports
 Free Newspaper at airport, Railway retiring rooms
 Free Mobile charging facility at airport, train coaches
 Medical Services at airport
 Meals during travel – Shatabdi or Rajdhani trains/Airlines
 E-security pass/boarding
 Tour packages by travel agencies – Thomas Cook, Cox and Kings etc.
 Choice of berth (In train/bus/plane)
 Mass Customization Strategies: Examples
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Jane is a consultant and frequent traveler: She’s loyal to an airline

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
offering drink coupons and upgraded seats.
 People buy Experiences Not the Products.
 Cloud experience through Amadeus.
 Rightly pricing ancillary choices, like checked baggage options and
pre-assigned seats, is critical to the business success of most of
today’s airlines.
 According to Skift’s airline survey, 93 percent of airline leaders
regarded pricing choices in an offer as very important. 
 Bundling services
 Combo packages

Cody Crnkovich, Head of Platform Partners and Strategy, Adobe

Experience Cloud
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Synchronization Process
 Synchronization Strategies 8

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 Synchronization means performing two or more operations at same time or rate.
 Synchronization enables the companies to enrich customer experience by creating
synchronized offering through compatibility and desired configuration in product
design.
 Ex: What’s app chat, use of shared folders in google drive.
 In case of Virtual education, Synchronous teaching aims at satisfying needs of learners
24x7 through internet services.
 In-built flexibility through various tools –video links, Opinion Polls, online Discussion
Forums, sharing screen and documents options. Ex: BlackBoard, MOOC – Coursera,
Udemy, Khan Academy offering various virtual courses.
 Open Universities, Distance learning programs are being offered by premier
institutions and govt. universities on synchronous mode.
 Webinars and Google Meets are being used by educational institutions and corporates
for teaching and meetings etc.
Synchronization Strategies 9

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• Code Sharing for ticketing and baggage operations

• Pooling of inventory – spare parts, ERP Modules: TMS/WMS/CRM

• Data sharing through cloud computing, ATC

• Aggregators such as Oyo Hotels and Airbnb

• Block Chain based on Digital Distributed Ledgers

 Postponement Strategy 10

It is based on two principles of demand forecasting:

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 The accuracy of demand forecast decreases with increase in time horizon.
 It means short time forecast has higher accuracy than long term forecast.
Ex: Larger is the forecast time horizon, higher is the forecast error. During
current time (Corona period), companies are not able to forecast for one
year even accurately on account of higher uncertainty.
 Forecast for product group/line is more accurate than the forecast of
individual product item.
Ex: It is easier to forecast demand for milk in general rather than double
toned, full cream milk.
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It is the strategy to intentionally delay the activities rather than starting them with

incomplete information about the actual market demands. Yang, Burns and Backhouse;

2005

Zara has successfully implemented postponement strategy for its fashion goods. 60%

production is carried out in-house in Europe and 40% of its fabric is sourced from its

parent group company- Inditex.

 https://studymoose.com/zara-postponement-strategy-essay
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Postponement Strategy
 Postponement Strategy 13s

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https://www.researchgate.net/figure/Speculation-postponement-strategy-
and-a-continuum-of-standardization-customization_fig1_230818954
 References 14

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 https://
www.researchgate.net/publication/319607712_Designing_Efficient_Order_Picking_System
s_by_Combining_Planning_Problems_State-of-the-art_Classification_and_Review/figures?
lo=1
 https://www.bloombergquint.com/business/reliance-said-to-offer-20-billion-stake-in-retail-
arm-to-amazon#:~:text=Ambani's%20Reliance%20to%20Offer%20%2420%20Billion
%20Stake%20in%20Retail%20Arm%20to%20Amazon,-Anto
%20Antony&text=(Bloomberg)%20%2D%2D%20Indian%20billionaire%20Mukesh,with
%20knowledge%20of%20the%20matter
 https://
economictimes.indiatimes.com/industry/indl-goods/svs/construction/gvk-agrees-to-cede-co
ntrol-of-airport-business-to-adani-group/articleshow/77844759.cms?from=mdr
 https://amadeus.com/en/insights/blog/deep-dive-