Indicators System Formation for Preparing Management Decisions in the Field of Retail Companies Marketing and Logistics
MAGAZINE №3 (98) June 2020
AUTHORS BORISOVSKAYA M.A.
CATEGORY Analysis in logistics and SCM Distribution logistics Retail companies’ corporate logistics Supply chain management
ABSTRACT
The article analyses the following current trends in the retail development: changing consumer behavioral models, evolution of strategies and policies of chain retail companies in the field of pricing and promotion, conflict-forming factors of interaction with suppliers and category management, the dynamics of basic elements of the goods costs, the role of digital technologies and the impact of COVID 2019 on retail organization. The current problems of logistics and marketing in retail chain companies in their relationship and interdependence were additionally identified and systemized. A list of indicators, methods of calculation and tools for their analysis and interpretation were developed basing on the determined trends and the study of scientific and business literature, reviews and research, classic works in logistics and marketing, the results of the conducted survey of managers in Russian Federal retail chains and FMCG companies. These indicators are recommended for the preparation of management decisions in marketing and logistics planning at cross-functional and cross-organizational levels.
Keywords: retail supply chain management FMCG marketing logistics performance indicators decision making planning logistics strategy policy
Using Digital Twins to Monitor FMCG Supply Chains
MAGAZINE №3 (98) June 2020
AUTHORS DYBSKAYA V.V., SERGEEV V.I.
CATEGORY Controlling Retail companies’ corporate logistics Modern concepts and technologies in logistics and SCM Supply chain management
ABSTRACT
It is shown that the concept of «Digital Twin» is becoming an increasingly popular method of solving key problems in supply chain management, in particular, when monitoring logistics business processes. A detailed analysis of literary sources and Internet resources on the subject of digital twins is carried out. The basic terminology, the terms of «Digital Twin» and of similar concepts, such as «digital footprint», «digital shadow», «digital thread», are given. The basic properties (characteristics) of digital twins and the advantages obtained by using this concept in supply chains are considered. The methodological aspects of the Digital Twin concept are analyzed both in the academic environment and in the context of the practice of large companies.
It is shown that the problem of monitoring consumer goods can be effectively solved using digital counterparts of the FMCG sector supply chains.
The main variants of the Supply Chain Digital Twin «design» are presented. An FMCG supply chain monitoring system using convergence of digital twins of products and processes in the chain is proposed. An example of the construction of a monitoring system in the supply chain of GHIOTTONE consumer goods using the digital counterparts of the main processes represented by the SCOR model is considered.
Keywords: digital twin supply chain digital transformation monitoring FMCG SCOR
Between a Rock and Hard Place: Logistics Peculiarity Throughout Promotions
MAGAZINE №2 (91) April 2019
AUTHOR BORISOVSKAYA M.A. - Sr Demand Planner, Business Intelligence/Commercial Department, The Coca-Cola HBC EUROASIA (Moscow, Russia)
CATEGORY Analytics and reviews Logistic integration and coordination Supply chain planning
ABSTRACT
Promotions for fast moving consumer goods (FMCG), especially price promotions are among the most powerful tools to increase sales. The sales volume at the promotional price can be ten times higher than at the regular one. The most stable promotional programs today are offered by National Key Accounts (NKA’s).
Herewith, they put forward strict cooperation conditions which are often difficult to fulfill even for transnational FMCG corporations represented in Russia. This review article reveals the trends in the development of relations between the Russian NKA’s and the largest FMCG companies. The role and features of logistics of both contractors in the conditions of promotions are defined, the tasks and problems faced by logistics of both contractors are consolidated. The methodology of the study of cross-functional and inter-organizational coordination is based on system analysis, classification, analogy and generalization, forecasting and interviewing. Top managers of the interacting departments of FMCG companies and NKA’s were interviewed for difficulties in planning and implementing promotions in oral and written forms. As a result, a table of the main points of interaction and possible conflicts among departments within and among FMCG companies and NKA’s has been developed.
Keywords:
