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Write an 800-1000 essay regarding consumer electronics supply chain management in your own words Example

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5Supply Chain Management

Supply Chain Management


As Ganesan, et al (2009) observes, supply chain management involves the coordination of networked business for ultimate provision of goods and services to customers. The processes are organized and coordinated to ensure that they meet customer requirements. It spans all the movement and storage activities from raw materials, work-in-process, inventory and finished goods from origin to point-of consumption. There are critical aspects that are included in supply chain management. Everyone is involved from design to delivery of finished goods to customers. The system is used as an approach to reduce costs and integrating is a key to the processes. A simple grid of supply chain management has the customer at the centre and all the other processes; manufacturer, distributor, supplier, logistics and retailers work to ensure that the customer is served at all time.

A good example of the processes involves electronics; flat screens where constituent parts are manufactured in Russia with a focus of North American consumers. However, electronics parts are joined together in Mexico factories that are close to America borders. After completion, they are taken to suppliers who sorts out the needs of customers in different markets before proceeding with distributions. Logistics comes in as a process of transporting goods from one destination to another. After these electronics are received by retailers, the customers are able to access them from local regions.

There are common risks associated with consumer electronics supply chain. Electronics products require the firm to be aggressive and keep its concepts fresh to avoid the incidence where the customers tire of their concept (Tang & Nurmaya Musa 2011). Storage and transport risks require qualified distribution and logistics to avoid losses and thus increase the costs of third party logistics (Christopher 2012). Large competitors also seek similar markets by launching similar or better products. Competitive pressures that result from shorter development times, new products and more customization means that they have to keep their concepts fresh for continuity. As Trkman, & McCormack (2009) observes, electronic sales are affected by economic conditions and particularly in regions which are adversely affected by economic crises. In addition, expensive technology is continuously required, quick response, advancing and continuous replenishment as well as vendor management inventory. The supply chains might find relationships with their retailers deteriorate if the retailers believe that they are facing internal competition and particularly when they use online sales.

A successful supply chain management has various aspects that are vital for its continuity. First, it must work toward a target market(s) where there are active customers of its products. The active consumers exhibit some demographic characteristics like higher incomes or increased predisposition to use the produce due to social value derived from the product. A good case is the flat screens that a highly demanded in U.S. Customers have active lifestyles, are status-oriented and demand high-quality products and thus, they can pay premium prices to likeable brand.

Secondly, store maintenance impacts on overall coordination as the aim is to continuously renew concepts and goods and offer high-quality products or brands. Products are not hastily replaced but this is done with the knowledge about the customers’ preferences and needs for variations. New products are retired and new ones introduced in a continuous manner. As Stock, Boyer & Harmon (2010) observes, research amongst the loyal customers as well as consultation within supplier stores impact on design, manufacturing and supply processes in order to meet the desires of the customers on time. Electronics chain management aims at developing loyal customers who are likely to buy their new products.

Thirdly, distributional strategy is core where products are distributed through national electronic suppliers and chains. Supply chain obtains information from retail outlets and different geographical regions. Supply store promote distribution to retails throughout the regions where brands are highly demanded and by focusing on new markers and regions (Blanchard 2010). Distribution also occurs through national chains. More recently, online sales have increased with the advent of Internet. Internet stores are profitable and contribute greatly to maintenance and monitoring of customer relationships. Distribution allows the supply chains to note the gaps that exist in electronic markets to be filled with new products.

Fourthly, promotional strategy is another vital process that support supply chain management and objectives. Supply chain management also aims at communicating with its customers in various ways. Depending on the demand for their products, the can use personal contacts, calls, emails, convey messages or communicate about their products via the Internet. Promotional process is meant to build buyers in a frequent manner and engage with them to ensure continuity and loyalty. It is also the main way through which brands enter new markets as promotional messages promote the necessary influence and demand for the products. The goal of promotion is to reach more customers via different media and get chances to expand across major market regions.


Blanchard, D 2010 Supply chain management best practices John Wiley & Sons.

Christopher, M 2012 Logistics and supply chain management Pearson UK.

Ganesan, S, et al 2009 Supply chain management and retailer performance: emerging trends, issues, and implications for research and practice Journal of Retailing851, 84-94.

Stock, J R, Boyer, S L, & Harmon, T 2010 Research opportunities in supply chain management Journal of the Academy of Marketing Science,381, 32-41.

Tang, O, & Nurmaya Musa, S 2011 Identifying risk issues and research advancements in supply chain risk management International Journal of Production Economics1331, 25-34.

Trkman, P, & McCormack, K 2009 Supply chain risk in turbulent environments—A conceptual model for managing supply chain network riskInternational Journal of Production Economics1192, 247-258.