LAHORE SCHOOL OF ECONOMICS
STRATEGIC SUPPLY CHAIN MANAGEMENT
ASSIGNMENT NO: 2
In the light of Triple A supply chain reading, explain how Unilever aligned its supply chain?
NAME: Umair ur Rehman
DATE: 21st May 2014
MS. MAHVESH MAHMUD
Unilever is one of the leading companies of the world with presence in around 190 countries. It has been continuously working to improve its supply chain operations in the past few years. The reading ‘Triple A’ talked about aligning the interests of all the members of the supply chain so that the benefit of one results in the mutual benefit of the whole chain. Unilever, in addition, talks about aligning the supply chain strategy to the overall business strategy. The reading mentions that earlier Unilever’s supply chain was largely reacting to rather than aligning with and supporting the overall business strategy. Unilever North America had multiple supply networks rather than a single chain, with each network reflecting different product technologies, trade channels, and sourcing, manufacturing and distribution networks. So the integration of supply networks (linked through the organizational structure) was required to achieve the right supply chain. Unilever worked collaboratively with their customers focusing on promotions management, accurate invoices, timely deliveries of right quantities and built a customer business development model. Cross functional and cross business opportunities were identified and information flows were improved through point of sale data and RFID. So the overall sales went up. This is exactly what Triple A identifies about i.e. working for the mutual benefit. Moreover it is also mentioned that Unilever U.S.A-T. Kearney team developed a differentiated customer service network in which customers were clustered according to retail channel, feedback. The requirements of different customers were effectively and efficiently managed by...
Please join StudyMode to read the full document