Putting The End-Customer First

William BudiharsonoIndividual Class - SCM

Perspective – Point of View Issue(s)

• Recap previous sessiono SCM in the perspective of material vs. information flowo Material comes from supplier-firm-distributor-consumero Information comes from consumer-distributor-firm-supplier

• SCM in Marketing Perspectiveo How to satisfy end consumers with adequate demand, quality, and

priceo Marketing department, however lies between consumer demand and

firm supplies.o Marketing as information traffics

Customer as the initiator of information

• Customer and consumer differences• Rising customer – consumer expectations

o Education o Range of product selectiono Lifestyle

Predicting Demand Through Customer

Segmentation• Segmentation Criteria

o Measureableo Economically Viableo Accessibleo Actionable

• Market Segmentationo Demographicso Geographico Technicalo Behavioural

McCarthy 4P’s• Marketing Mix• Criteria needed to perform marketing decision• Criteria(s):

o Producto Priceo Promotiono Place

Supply Chain Segmentation• Source• Make• Deliver

o Storageo Channelo Customer

Quality of Service• Service quality gap model

Gain Customer Loyalty or Lose it

• Basically its all about how to achieve customer satisfaction and turns it into customer loyalty

Customer Relationship Management

Setting Priorities to Logistic Strategy

Setting Priorities to Logistic Strategy cont’d (1)

• Understanding Customer Behavior + Value

Setting Priorities to Logistic Strategy cont’d (2)

• Demand Profile• Competitive Profile• Approach future market -> forecast