A proposed conceptual framework for building supply chain strategies tomeet marketplace requirements

Over last two decades, a new approach has emerged: competitive advantagelies through the supply chain (SC). Especially unique set of relations betweenorganisations in a supply network enables the achievement of competitiveadvantage through lower costs, greater differentiation and focus on nichesegments. The success and failure of SCs are ultimately determined in themarketplace by the end consumer. Delivering the right product, at the righttime, at the right price to the consumer is vital not only to achievecompetitive success but also to survive in today's marketplace. Hence,understanding of marketplace requirements and customer satisfaction are crucialelements to consider for devising and revising the right SC strategy. Anycompetitive advantage arises from both the choice of SC activities and how theyare performed. In this paper, a conceptual framework which is linkingcompetitive capabilities to SC management (SCM) strategies through the aspectsof demand and SC is provided. The idea behind such a framework is to givemanagers a guide while devising their SC strategies according to customer needs.It is aimed to detail the specific SC tools and techniques, as well asdecisions which are required to service each SC process distinguished accordingto customer needs. A conceptual framework is built for SCs in order to meetmarketplace requirements in alignment with business strategies.