Marketing Supply Chain Strategies Essay Example

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Supply Chain Strategy

Supply chain holds an important aspect for every business but the magnitude of importance multiplies in the hospitality industry because restaurants directly come in contact with the customers. This makes its mandatory that the restaurant is able to identify the intermediaries and develop a network which ensures continuous supply of materials that will help TME to ensure that customer satisfaction is high.

  • Generic Supply Chain Strategy

TME needs to concentrate on developing a relationship with the intermediaries because since TME comes in direct contact with the final customer it is important that the strategy adopted by TME ensures high customer satisfaction. This will help in improving relation with the customer and regularly meeting with the intermediaries will ensure that the supply chain is developed. (Greenbaum, 1997)

  • Vendor Management Strategy

TME needs to ensure that they use the strategy of vendor management strategy so that “the procurement cost for materials is low which ensures effective services for the customer”. (Lee & Cetinkaya, 2000) To ensure it TME is looking to ensure that Tamburlaine winery supplies wine to the Australia because it is the largest produces of organic wine in Australia. Another reason which makes it important to develop a relation with Tamburlaine winery is that the taste of the wine is good as it has won different awards. This will help to ensure that the customer likes the wine and is able to ensure high satisfaction.

  • Intensity of Distribution

TME deals in variety of cuisine which is readily served to the customer. One of the products served at the restaurant is Coca Cola or Pepsi which is readily distributed throughout the country. This makes it important that the restaurant concentrates on improving the quality of food by ensuring that the chefs prepare the correct taste and is served in a professional manner by the waiters.

  • Strategy to ensure collaboration

TME needs to develop a relationship between the intermediaries to ensure that the materials are readily available. TME needs to develop relationship with different distributors like A & W Hollier Wholesale Distributors, and Abcoe Distributors. The strategic alliance between the intermediaries will ensure trust and flexibility which will help the restaurant ensure ready availability of materials even at difficult times. (Burdon, Chelliah & Bhalla, 2009)

  • Strategy to improve time, place & possession utility

TME needs to develop the time utility function by ensuring that the customer are provided with the ordered menu at the fastest possible time at the same time ensuring that the goods are readily procured from the intermediaries so that there is no stock out at the same time the stock is fresh

TME needs to improve the place utility by ensuring that the dining hours increases and the restaurant is open from 11 am to 12 am. This will ensure regular flow of customer and ensure that the raw materials procured are best utilized.

TME needs to ensure possession utility by ensuring that the services are I proper order. Also providing tangibility to the services through different loyalty programs, gifts and other measures will help to ensure better utility for the customer

  • Overall Effect

The strategies will help TME to improve the supply chain management and ensure better relationship between each department in the restaurant. This will help the company to build long relation and help the restaurant to grow and perform better in every quarter.


Burdon, S., Chelliah, J. & Bhalla, A. (2009). Structuring enduring strategic alliance: the case of Restaurant in Australia. Journal of Business Strategy, 30 (4), pp. 42-51

Countrywide Network. (2011). Countrywide Network. Retrieved on July 30 2011 from

Greenbaum, J. (1997). Efficient Customer response. Software Management, CBS Interactive Inc

Lee, C. & Cetinkaya, S. (2000). Stock Replenishment and Scheduling for Vendor Managed Inventory Systems. Journal of Management Science, 46 (2), pp. 217-232

Tamburlaine. (2011). Tamburlaine. Retrieved on July 30 2011 from