Logistics
...the United states, which build-up a famous brand name in the soft-drink bottler¡¦s world. This company must be synchronizing their deliveries to more than 200,000 consumer day-by-day. At the same moment, the company sales volumes fluctuate according the price changes, promotions, competition and so on.
In such of a volatile market, equalize efficiency with higher inventory level. CCBCC should be facing how to introduce the new products to the marketplace in this situation. Moreover, CCBCC employ Manugistics to adopt the strategy, how can bring successful to CCBCC in this supply chain management, just going to discuss below.
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1. The problem identified and their causes
Coca-cola Bottling Co. Consolidated (CCBCC) is a strong branding of soft drink in the world. However, most of the people have perception of coca-cola is not healthy soft drinks. (Kent R. Rieske, 2002). Moreover, the possible substitutes that endure to put pressure on Coca-cola (Paul R. La Monica, 2002) Therefore, CCBCC is trying to diversify its range of products, which ensure to protect their beverage market shares.
Lack of dependable demand forecasting
Brian Wieland, a director of demand planning at CCBCC, which intend to introduce 150 new products to marketplace. Nevertheless, he is facing a great challenge of CCBCC. At first, the demand forecast of the product is not perfectly performance its reality. In this manufacturing world, the forecasting is very important as it allows logistics manage to primarily be proactive rather that reactive. (Lambert, Stock, Ellram, 1998, p188)
The customers of CCBCC have frequently promotions and aggressive discounting to public. Sometimes, the field of sale manager also did not know their customers needs, so they cannot do any adjustment before the promotions. The communication between CCBCC and their customers is still having a hamper....
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