The IDEA OF Supply Chain Management Commerce Essay

In todays fast paced globalized era organizations are facing immediate changings running a business techniques and customer needs. Businesses which are experiencing more impressive range of supply chain practices enjoy more impressive range of competitive edge with respect to other firms on the market. With all the development and transformation of business operations, supply chain management is now relatively more relevance for each get together of overall business community including, suppliers, suppliers' suppliers, manufacturers, suppliers and even consumer and competitive stresses eventually required companies to think in terms of source chains for the creation and delivery of goods.

This study aims to give a comprehensive review on the concept of Supply Chain management guidelines in the cigarette industry, and examination of how these procedures affect the competitive placement of a Case study company within the industry. The examination includes a extensive review of the existing state and future guidelines of the cigarette industry by distinguishing the key success factors shaping its evolution and by classifying the major proper forces that would have major effect on its future. Within the general tobacco industry context, this analysis analyzes British North american Cigarette Company's position in the industry as a leading cigarette producer and reveals a focused review of its resource chain management tactics.

In particular, the study covers a deeper exploration of the manufacturing business units of British American Tobacco Company and analyse their thorough supply string management routines, through checking out the role of major factors which may have been consider crucial for effective supply string management within the business.

At the end, the supply string design and management methods are examined from the point of view of these importance in the shaping company's business strategy. It is accomplished by utilizing a variety of business strategy frameworks and benchmarking tool to understand the main element factors that determine the competitiveness of any case study company, and by examining how these factors demonstrated to critical for British American Cigarette Company's to shape its supply string management strategies and techniques.


Through the whole process of concluding my dissertation, I needed incredible help and support from many people, and to whom I'd like to express my profound gratitude

First, I'd like to express my sincere gratitude to my supervisor, Dr. George Ho for his excellent supervision and valuable advice throughout this research.

I would also like to thank Mr. Manzar Ijaz Rana, (Company Quality Manager, Pakistan Cigarette Company), Mr. Rehan Baig, (Regional Marketing and circulation Head Asia pacific Region English American Cigarette Company), Mr. Chen Lee (Supply String analyst, Asia pacific Region, British American Tobacco Company), Eric Jones (Global solution and Enterprise Manager, British North american Cigarette Company) and my all fellow workers who helped me providing their valuable knowledge and time because of this research.

Lastly and equally notably I am deeply appreciated, thankful, and indebted to my Parents for their constant support, information, belief, and eye-sight.

Thank You All

Table of Contents

List Of Figures

List of Tables


In this chapter, a brief track record related to the main topic of this analysis which is competitive advantages through supply string management in tobacco industry is reviewed. The problem definitions are given accompanied by the purpose of the study. The chapter offers a focus and limitation to be able to explain the scope also to outline the analysis. INTRODUCTION


Supply string management (SCM) is actually a contemporary concept leading in achieving benefits associated with both functional and strategic characteristics (Al-Mudimigh et al. , 2004).

The world is in the era of supply chain competition, where organization can no longer perform in isolation as an unbiased entity, but as a supply chain to create value delivery systems which are more receptive to fast-changing markets, and tend to be more constant and reliable (Christopher, 2005:29: Pandey and Gaug, 2009:99). In today's challenging competition in the FMCG manufacturing industry, the manufacturers shoot for their products to reach last customers before they switch their minds to the rival's ones especially regarding cigarette products which are sold under stringent legal legislations. Organisations should concentrate not only with managing their businesses at less expensive but also with central competencies within the company to distinguish itself from other competition in order to be successful in this competitive business environment. Source chain management allows the organisation to reorganize their entire operations, so that they can focus more on core competencies within the business. This process of adopting supply chain management will affect not only their market talk about but also a well planned end result on selecting resources, suppliers and technology (Coyle et al, 1996). This analysis provides a comprehensive research on the tobacco industry which involves companies that sell and produce tobacco products all around the world. Cigarette products include cigarette, cigar, pipe, and chewing cigarette. With a society becoming more prosperous and informed which contributes to a problem for standard of living, hence producing a strong anti-smoking sentiment on all levels of society. The makes in micro and macro takes on essential role for today's and future marketing activities of the tobacco industry because they are heavily impacted by these pushes. This task is also influenced by for example globalization, deregulation, new business regulations and junction of the companies within developed countries. The major goal of the cigarette industry is to adopt important ways so that consumers can have easy access to their particular products as Cigarette advertising is becoming increasingly restricted throughout the world and the industry is making it through under tight legal procedures.

Figure 0. 1: Tobacco IndustryWith respect to leading players in the tobacco industry Philip Morris is the world's largest transnational cigarette company, whose Marlboro brand is the globe innovator. In 1999 the company had sales of over US$47 billion. However, excluding the united states d market, British isles American Tobacco markets the most smoking cigarettes worldwide and gets the most significant network in the most countries and therefore it is the 2nd largest Tobacco Company. Because the cigarette industry is a mixture of some of the most powerful multinational commercial companies on the globe. Tobacco companies, which frequently combine, own other huge business and run a complex variety of joint ventures.

Figure : Cigarette Industry (Source : http://ww. who. int/tobacco/en/atlas18. pdf)

This analysis comprehensively highlight the supply chain management methods in tobacco Industry. The research focus on the systematization of relevant data and information from the books review, knowledge and data provided by professionals from the tobacco industry.

Problem Discussion

Over Days gone by decades, there has been emphasis on the value of supply string management as a vehicle to get competitive benefit in market segments. Competitive advantages will be the collection of superior competencies that induce customer value (Morash, 2001). All users of the string need to synchronize their strategies toward the finish customers' direction in order for a firm to get competitive advantage and is victorious the order at bottom line. This leads to a supply chain strategy and competitive benefit concept which must be fit alongside one another and also there must be existence of persistence between customer priorities and supply chain capabilities (Chopra & Meindl, 2007). Companies should be more centered in understanding and wisely doing exercises their customer needs to match their service requirements To be able to achieve the strategic fit. (Chopra and Meindl, 2007) which to become outperforming competitors the firms should be able to design supply chain in such a manner that the allocating duties from other chains. The necessity arose for proper tracking of demand and supply, sales and syndication schemas as well as forecasting of materials, materials with the expansion of sales from areas to metropolitan areas and cities to countries.

As companies are actually getting familiar regarding how to assimilate the decisions across source string functions, across time, and across physical dispersed facilities, therefore the fact based source chain management is a very critical step for companies to obtain competitive advantage. So when it involves tobacco industry the reality and figures aren't much in favorable to many of the firms but they still striving on the market to gain talk about to some extent. These businesses should study from the best practices adopted by the marketplace leaders to keep in a prominent role the industry. Within this analysis the theoretically construction is used to judge the supply string management concept on part of the research study company.

Research Question:

The preliminary research question being addressed in this review can be explained as follows

"What exactly are the emerging best practices in Cigarette Industry supply string management and what business strategies, functioning models, goals, and techniques are required to implement and target in the foreseeable future to help make the supply string management methods of the particular case-study company "best-in class"?

While the study strives to recognize such emerging best practices, it does not take the position they are necessarily greatly predominant within the industry. Further, the study does not always endorse or plan to portray the supply chain management procedures of a specific case-study company (e, g. English American Tobacco Company) as automatically being "exemplary" or "best-in-class" but instead as an illustrative exemplory case of presently observed procedures.

Research Objective:

There has been a growing emphasis on source chain management as a vehicle through which companies can perform competitive advantage in marketplaces. (Collin, 2003, P. 8) therefore to be able to improve customer satisfaction and increase their inside production Companies have made large opportunities to streamline their resource chains. In such a study, the study question will be systematically analyzed by studying leading companies within the industry, to ascertain what specific progressive approach in source chain tactics being accompanied by these companies that makes them market leader. Another Progressive feature is the analysis of conceptual framework of Supply String practices employed by the RESEARCH STUDY Company which provide a Systematic steps for analysis. Moreover, the most important progressive feature in this study is the implementation of supply chain operations guide model and the main enablers of synchronized supply chain in the event review company. Today companies have competitive advantages through supply chain management procedures therefore Information on supply string management routines is often stored confidential. That is considered as one of the primary problem to find significant and concrete information on supply chain management techniques.

The review also face the challenge of not considering specialized factors which have impact the resource chain management e. g. the use of IT infrastructure. Besides only focusing on supply chain management techniques, there are other strategies such as R& D and marketing strategies which contributes towards competitive advantage are considered to their limited scope only.

This study focus on supply string management practices in Tobacco Manufacturing industry but its can be applied to different business, and you can assess their benefits and software from one successful industry to some other. Together with conceptual knowledge and knowledge of patterns in the event study Company's supply chain management, a projection can be produced that what guidelines can be followed to become a head, or maintain existing management position.

Table : Research Targets and deliverables

Research Goals & Deliverables

Objective 1

Comprehensive analysis on the theoretical idea of supply chain management in tobacco industry.

Deliverable 1a

Identify the operational structure of supply chain guidelines in tobacco industry across the globe.

Deliverable 1b

Identify the impact of supply chain management to have a competitive edge on the market.

Objective 2

Comprehensive books review on the theoretical concept of supply string management, competitive benefit, and benchmarking.

Deliverable 2a

Identify the impact of SCM on the business enterprise performance in the tobacco industry.

Deliverable 2b

Identify the development fads in the resource chain to own competitive advantages.

Objective 3

Conduct data collection and analysis of Evaluation of SCM guidelines of research study company.

Deliverable 3a

Identify SCM best practices adopted by Research study company to obtain competitive edge on the market.

Research Roadmap

Research framework is based on theoretical construction and includes two aspects

1) Considering the industry and the cigarette making. The concentrate would be on the comprehensive study of industry-wide styles, patterns and appearing practices in source chain management within the cigarette industry, specifically the supplementary manufacturing. The purpose is always to identify emerging examples of supply chain brilliance within the creation, units and for that reason review the factors shaping these improvements. The factors impacting the industry are

· Market demand shifts, customer preferences.

· Legislative procedures.

· New technical developments.

· Impact of geo-politics on what products are needed/ demanded.

2) A research study of leading player in the industry, to focus on the supply string management methods in its manufacturing units. The purpose would be to analyze what factors were changed in the transformation and the ensuing impact on guidelines such as

-Product costs.

-Product quality.

- Inventory management.

- Positioning on the market and influence on profitability.

This study aims to identify all factors that subject most to keep a unique position on the market, and therefore the 'brilliance' of these guidelines can be examined.


The research on the question is accomplished through the next steps

Literature review and conceptual understanding: Review of the relevant books and theoretical findings on supply string management and offer chain management execution as well as the most common obstacles and bridges that companies are facing when implementing supply chain initiatives.

Study of company documents: Review of existing interior and publically available company's documents relevant to their supply string systems and management techniques but focus will be on asia pacific region.

Company goes to and Interviews: Regional office trips to the RESEARCH STUDY Company and interviews with company personnel, in order to get an organizational and a conceptual view of its existing company network and supply chain management procedures and procedures from the company's perspective.

Presentation of analysis results using the company as a case study: Finally, an examination of the information developed would be included for an overall characterization and evaluation of British American Tobacco supplier network, supply chain management techniques and operations.

Conclusion and Tips.

Structure of the study Study:

Following the introduction of the problem, purpose and goals and strategy, the chapters are structured in the following order

The second section summarises the most common definitions in neuro-scientific supply string, management generally and additional on supply chain management. Then, a strong reason is offered that why increasingly more companies are focussing on source string management are explained. Main individuals and models used for source chain best practices are explained in detail. Furthermore, the Model produced by cohen for the grouping of companies on the foundation on supply chain management is reviewed in detail. Overall the chapter web links the level of supply chain maturity to the overall results of the firms. The third Section describe the technique used to handle research question The fourth section describes tobacco industry global perspective and its evaluation followed by research study company operations and its own supply string management. This concludes the most frequent benefits associated with the supply string management and the most frequent obstacles and bridges of its implementation in Case Research Company. The fifth section describe guidelines implemented by the case study company and their examination by using the framework of personal references and the technique cited in the third section. Finally the sixth chapter present finish of the study study and recommendation for future work.

Chapter 2

This section provides body of sources related to the main topic of the study. The

Theories produced from literature reviews frame the analysis of an authentic stud shown in the decision of ideas. Each theoretical framework is concerned with each sizing presented in the analysis. Framework of Reference

Choice of Theories

This study is focused on supply chain management practices in cigarette industry, specifically how companies can have competitive advantages by implementing best supply chain Practices. First of all, the focus is on increasing competitive advantage and having tactical fit within source chain by demonstrating the linkage between market and organization strategic management within source chain and therefore how it'll lead to competitiveness. Second, the value is given to logistics and distribution and how these elements link marketing in tobacco industry. Thirdly, ideas referring to process improvement and distribution are presented and finally, theoretical frameworks are described through the assistance of different models that connects string members.

Definition of Source Chain:

Supply string management can be explained as the management of continuous and seamless functions across organizational boundaries to address the true needs of the finish customer" (Fawcett et al. , 2007:p8). As noted by Gansler, Luby and Kornberg (2004: 8), SCM is the management and control of most materials, funds and connected information in the logistics process from the acquisition of recycleables to the delivery of finished products to the finish user.

Hugo et. al (2004:5) defines "SCM as the management viewpoint aimed at integrating a network of upstream linkages (resources of supply), internal cable connections inside the business and downstream links (syndication and ultimate customer) in performing specific procedures and activities that will eventually create and improve value for the customer by means of products and services that happen to be explicitly aimed at sustaining customer needs". But the meanings of SCM are different across creators, it exists in all organizational types and can be categorized into three categories:"implementation of a management philosophy, defining management philosophy as a couple of management processes "(Klemencic, 2006:13; Lambert, 2006:13). Generally, SCM will involve relationships and working the inflow and outflow of goods, services and information (network) between and within consumers, manufacturers and the suppliers (Samaranayake, 2005:48). Successful SCM takes a change from taking care of individual functions to adding activities into SCM operations. These processes are identified by members of this Global Supply Chain Forum are (Lambert, 2006:13):" customer relationship management; customer service management; demand management; order fulfilment; developing flow management; distributor relationship management; product development and customicialisation; and comes back management. "

A supply string includes entirely activities, functions and facilities (directly or indirectly) in the stream and change of goods and services from the materials phase to the finish customer (Sherer, 2005:79). It is theorized as a network of companies with the objective of integrating supply from suppliers to end-users, and demand through coordinated company work. A supply string affiliates organizations in the upstream as well as the downstream flows of materials and information (Monczka Trent and Handfield, 2005:9). It offers physical aspect and an information element. Therefore it is viewed as the formation of a value chain network containing individual functional entities committed to the controlled writing of business data and processes. It consists of an upstream company network and downstream route (Klemencic, 2006:7). Today; several organisations have convert part of at least one source chain. They have to perform in the same way well to be able to accomplish better performance. The objective of SCM is for taking full advantage of value in the resource chain and this value is produced by creating differences between the last product prices to the customer and the price tag on the supply string in-cure to satisfy the customers' demand (Chopra and Meindl, 2010:22). SCM is about rivalling on value, working with customers and suppliers to create a position of strength available on the market predicated on value derived from end consumer (Chopra and Meindl, 2007:23). In a organisation, customer value is shaped through collaboration and cooperation to boost efficiency (lower cost) or market performance (benefits) with techniques that are most effective to key customers. Value is not characterize in products or services, but rather is perceived or experienced by the customer (Handfield, Monczka, Giunipero and Petterson, 2009:11). The best goal of your SCM process is to create customer and shareholder value, thus often called a value delivery system. SCM includes planning, making and functions management essential to bring a product to the marketplace place, from the sourcing of materials to the delivery of the completed product. A number of the issues to consider when producing or dealing with supply string which include integration, information technology, cooperation, customer and provider human relationships, partnerships, outsourcing and global issues as well as cultural and environmental issues (Borade and Nansod, 2007:112).


Competitive advantage exists when a company has something or service that is recognized by its target market customers as superior than that of its challengers. It is an advantage for a organisation over its competition, gained by offering consumers greater value, either through lower prices or by providing increased benefits and service that justifies higher prices. SCM is approximately competing on value, cooperating with customers and suppliers to make a position of strength available on the market predicated on value derived from end consumer. The overall targets of SCM is to build value for customers, competitive advantage and enhanced profitability for supply chain companies, the mechanisms whereby competitive benefits, the dimensions of value that may be important to customers and better success that can be achieved. Customer value is created within within an organisation through collaboration and cooperation to improve efficiency (lower cost) or market efficiency (added benefits) with techniques that are most valuable to key customers. Value is not essential in products, but rather it has experience or recognized by the customer. Therefore, a firm must understand, and deliver the value perceived as important by its customers in order to contend through creating customer value. By satisfying customers and reaching competitive advantage, companies in a supply chain result customers to make selections and behave with techniques that enhance the financial performance of the resource chain and the businesses within it.

An organization's competitive benefit is built upon a well-organized and performed supply string management strategy that is ecological. Mainly because than it relevance to the philosophy of management since Supply string management is hardly to achieved by any company or group of companies in its full interpretation, nor can the elements of success that can be liked by one supply network be used in another with the expectation of equal levels of performance. Therefore, according to Ross competitive benefits participate in those supply chains that can promote synchronized business functions and central competences that combine infrastructures, share risks and costs, leverage the shortness of today's product lifecycle, lowering time to advertise, and gain and anticipate new vistas for competitive control (Ross 1998. ) In the competitive framework, successful companies either have a productivity benefit (or cost edge) or value benefit, or essentially, a blend of both of these (Christopher 1998, McKinnon 2001). A supply chain is an integral part of an organisation's competitive benefit. Competitive advantages can be accomplished by aligning the resource chain technique to the competitive strategy.

Figure : Competitive platform in the Resource Chain

Competitive Benefit and Strategic Fit within Resource Chain

Competitive advantages will be the assortment of superior competencies that generate customer value (Morash, 2001). Companies deliver products and/or services which surpass the customer expectation, have significantly more options to sell. Relating to Holcomb (1994), source chain management now has importance on shaping competitiveness and success (cited in Tracy, Lim & Vonderembse, 2005). Although some strategies create competitive advantages may be easy to imitate to really have the competitive advantages that is transmitted from the chain work are harder to copy by the competitiors. Effective source chain, thus, offer the opportunities to produce ecological competitive advantages (Cooper et al. , 1997; Higginson & Alam, 1997 - cited in Tracy et al. , 2005). At the bottom line to win orders a organizations play along along in the source chain to attain competitive advantage, and everything users of the chain need to coordinate their strategies toward the finish customers' direction. This means supply chain strategy and competitive benefit must fit jointly and the trustworthiness between customer priorities and supply chain capabilities must are present (Chopra & Meindl, 2007). In order to achieve the proper fit, firms can comprehend and properly exercise their customer must match their service requirements. Chopra and Meindl (2007) highlighted that organizations are able to design supply chain in assigning responsibilities as to beating competition from other chains by coordinating the competitive advantages the supply chain have with what of the wants of the clients.

The Council of Resource Chain Management Specialists (CSCMP) defines Source Chain

Management (SCM) as "the look and management of most activities involved with sourcing and procurement, change, and everything logistics management activities. " In addition, it includes coordination and connection with channel associates which help to integrate supply and demand management within and across companies. (See http://cscmp. org) The activities from each point to point of the string may be computed as the move of value-added activities. Morash (2001) pinpoints that not only the agreeing value persistence between supply chain strategies and functions should be prevailed, but also the harmonized performance that stand-in member businesses' success.

Figure : Model of Supply Chain Strategy, Capacities and Shows.

Source: Morash (2001).

Supply chain strategy is divided around into two categories which can be 'Operational Quality' and 'Customer Closeness'. The former focuses on resource side efficiency, stability, and dependability as they reproduce the full total supply chain productive and effective in operation, the total cost lowering. The concluding shows on the agile supply chain to cope with demand on customer side and best meet the requirements (Morash, 2001). The flexibility, proactive quality, value-adding service, and dependability are the primary areas to focus, which needed the rigorous communication.

Competitive Strategies

A firm's comparative position within an industry is distributed by its selection of competitive advantage and its choice of competitive scope. Therefore the competitive scope differentiates between companies targeting wide-ranging industry segments and firms focusing on a narrow segment. In Universal strategies (Porter, 1995:12) are beneficial because they obviously portrays proper positions at the simplest and broadest level. Porter (1995) keeps that attaining competitive gain always involves a company that make a selection about the sort and opportunity of its competitive gain. There are different hazards integrating in each common strategy, but being "everything to all people" is a sure recipe for mediocrity -getting "stuck in the centre".

Therefore a business can have competitive benefit through

-Cost Management: Cost advantage occurs when an organization offers the same services as its opponents at a lower cost.

- Differentiation: Differentiation advantages occurs when a business delivers better services for the same price of its opponents. They are really collectively known as positional advantages because they symbolize the firm's position in its industry as a innovator in either superior services or cost.

-Focus: A targeted approach takes a fir, to focus on a slim rather than industry wide competitive advantage.

There is always connection between source string and the competitive strategies. Resource chain responds efficiently to changes in the business environment; align with the firm's competitive strategy to improve competitive performance, hence to gain competitive advantage. The end result is always the cost minimization, advanced quality product/services, gain competency and acceleration enhancement. This is illustrated in amount 2. 3 below.

Supply Chain

Customer Sensitivity

Virtual Integration

Process Integration

Network based

Competitive Strategies

Cost Leadership







Figure : The Link between Supply String and Competitive Strategies


Benchmarking is defined as follows (APQC, 1992)

"Benchmarking is the practice of being humble enough to say that another person is way better at something, and being smart enough to understand how to complement them and even surpass them at it".

This definition catches the substance of benchmarking, particularly learning from others. The key of the existing interpretation of benchmarking is

Measurement, of own and therefore the benchmarking partners' performance level, each for comparability and then for registering improvements.

Contrast, of performance levels, functions, techniques, etc.

Coordination with Benchmarking associates to introduce improvements within your own organization.


Benchmarking stresses attaining so-called discovery improvements, as shown below (Andersen and Pettersen, 1995)

Figure : Benchmarking Breakthrough

There are a number of models which clarifies the various steps that constitute a benchmarking study. One such model is the so-called benchmarking steering wheel, as portrayed in the number below

Figure : benchmarking Wheel

(Source: Andersen, 1995).

Supply Chain Management as a couple of Management Processes

Supply chain management is increasingly being known as the integration of key business techniques across the source chain. For instance, Hammer remarks that given that companies have executed techniques within the company, they need to integrate them between organizations: Streamlining cross-company processes is the next great frontier for lowering costs, enhancing quality, and speeding procedures. It really is where this decade's productivity wars will be English American Cigarette. The victors will be those companies that have the capability to have a new method of business, working tightly with partners to design and manage operations that extend across traditional corporate boundaries. They'll be those that mark the jump from efficiency to super efficiency. (Monczka and Morgan, 2003 p. 12) also concentrate on the significance of process integration in supply string management. The part that seems to be lacking from the literature is an entire definition of the processes that constitute resource chain management. How do companies achieve supply chain integration when there is not a common considerate of the key business processes? It seems that in order to make links between resource chain members it's important for companies to use a regular group of supply chain processes.

The Global Supply Chain Forum recognized eight key techniques that make up the center of supply string management

Customer Romantic relationship Management

Customer Service Management

Demand Management

Order Fulfillment

Manufacturing Flow Management


Product Development and Commercialization

Returns Management

The eight main business operations run the length of the source chain and chop across organizations and efficient silos within each organization. Functional silos comprise of Marketing, Research and Development, Funding, Development, Purchasing and Logistics.

Figure : Resource Chain Management: Integrating and Managing Business Procedures across the Source Chain


The Supply Chain Council is rolling out another framework called Supply String operational reference point model (SCOR). "The SCOR model offers a framework for calculating and understanding current supply chain conditions and performance and produces a base for improvement. It can benefit supply chain professionals to assess cost/ performance tradeoffs, develop strategies for get together new customer anticipations, and react to domestic and global market growth". The SCOR model really helps to define structure (including individuals capital), manage processes, and quantify shows. An organization's annual proper priorities are obvious in SCOR's vertical process integration (management-led programs for doing the right things, as defined by the customer) and its own horizontal process integration (leadership-led programs for doing the right things well, as identified by capacities).

Organizations which have choose SCOR to benefit supply chain problem resolving, process improvement, process redesign, or business process executive, have proven that SCOR is an efficient enabler for aligning an organization's portfolio of improvement tasks with proper goals and aims.

Figure : SCOR Model

(Source: Supply String Council SCOR Model [25])

Components of SCOR Model

Supply Chain Council SCOR Model

As mentioned previously, SCOR Model emphasized on five main components that happen to be Plan, Source, Make, Deliver and Come back.

(Supply String Council, Supply Chain Operations Guide (SCOR) Model, [On-line] Available http://supply-chain. org/resources/scor) " The program component of the SCOR model emphasize on those functions that get excited about long-term or short-term planning to be able to balance the demand and offer. In this step of the SCOR model, the business enterprise must generate a plan to meet their development, sourcing, and delivery requirements and anticipations. The next step of the SCOR model, source, entails defining those processes needed to have the goods and services to be able to effectively support the program part of the model or to meet up with the current demand. The make step of the SCOR model will involve determining the procedures essential to create the ultimate product which mainly will involve production, sub assemblage or final assemblage of a product.

The deliver step of the SCOR model provides the processes necessary to transport final product to customer. This portion of the model not only includes management of transport but also contains monitoring of order and management of timely and affordable distribution. The final step of the SCOR model, go back, handles those processes associated with both coming back (in case there is purchased material) and acquiring products that are crucial to be came back (in case of deal of products to customer). In order to properly plan for this step, the business must establish satisfactory customer care".

Scope of SCOR Processes

Defined as a typical by Supply Chain Council in 2008, revised 2009, the opportunity of SCOR Functions is as uses






Demand/Resource Planning and Management

Resource Balancing with certain requirements and creation/communication of strategies for the whole supply chain, including Go back, and the execution types of procedures of Source, Make, and Deliver.

Management of business rules, supply string performance, capital belongings, transportation, planning settings, data collection, inventory and regulatory needs and conformity.

Align the source chain unit plan with the financial plan.

Sourcing Stocked, Make-to-Order, and Engineer-to-Order Product

Classify and select supply resources when they are not determined, as for engineer-to-order product.

Manage business guidelines, gauge provider performance, and retain data.

Accomplish inventory, capital investments, transfer/export requirements, incoming product, provider network, and dealer agreements.

Make-to-Stock, Make-to-Order, and Engineer-to-Order Production Execution

Schedule creation activities, package, stage product, issue product, produce and test, product to deliver.

Complete anatomist for engineer-to-order items.

Manage rules, performance, data, , development network, in-process products (WIP), equipment and facilities, transportation and regulatory conformity for development.

Transportation, and Unit installation Management, Order, Warehouse, for Stocked, Make-to-Order, and Engineer-to-Order Product

All order management steps from quotes to routing shipments, finalizing customer queries and selecting providers.

Warehouse administration from reception to product collection to weight and ship product.

Reception and authenticate of product at customer site and repair, if necessary.

Invoicing customer.

Manage performance, information, Provide business guidelines, done product inventories, import/export requirements and capital investments, travel, product life pattern.

Return of RECYCLEABLES and Receipt of Profits of Finished Goods

Return of all Faulty Product from source - disposition product, question product go back authorization, program product shipment classify product condition, , and return faulty product - and deliver - authorized product return, program go back receipt, receive product, and transfer faulty product.

Return of all Repair, and Overhaul product steps from source and Maintenance, - by identify product condition, disposition product, demand product go back authorization, program product shipment, and give back MRO product - and deliver - authorize product return, schedule go back receipt, receive product, and transfer MRO product.

Return of most Excess Product steps from source - disposition of product, get product go back authorization, timetable product shipment, figuring out product condition, and return unwanted product - and deliver - authorize product go back, schedule come back receipt, receive product, and copy extra product.

Manage data collection, go back inventory, capital investments, transportation, come back business guidelines, performance, , network construction, and regulatory requirements and conformity.

Table : Opportunity of Scor Processes

The Performance Measurements Pillar

The details provided at QAP Advice and Audit about the performance measurements include that the SCOR model consists of more than 150 key indications to measure the performance of supply string. These performance metrics are a derivation by SCC members from their experience and contribution. SCOR metrics are sorted out in a hierarchical organization. As standardized by SCC,

( QAP Advice & Audit - Supply Chain Operations Research Model [On-line] Available http://www. qualified-audit-partners. be/index. php?cont=484&lgn=2)

" Level 1 metrics are at the most aggregated level, and are usually utilized by top decision producers to gauge the performance of the company's overall supply chain". They are being used in measuring combination multiple SCOR operations.

SCM Flows

Morison R. et al. (2010) signify that supply chain management flows can be split into three main flows

The Product Flow

The Information Flow

The Funds Flow

Janssen, M. (2005, p. 315-328) explores in his study state governments that

"The purpose of SCM is to provide high product availableness through successful and timely fulfillment of customer demand. Which goal can be accomplished through effective flows of products from the idea of origin to the idea of utilization. A two-way flow of information and data between the supply chain individuals creates visibility of demand and fast diagnosis of problems. Both are needed by source chain managers to make good decisions regarding what to buy, make, and move".

Other moves are also important. Within their assignments as suppliers, companies have a great interest in financial flows. Suppliers need to get payed for their products and services as quickly as possible and with slightly low disruption. Sometimes, it is also necessary to move products back through the supply chain for repairs, recycling, comes back, or disposal.

The Bullwhip Effect

The bullwhip result can be best realized with the example explained by Johnson & Pyke (1999), in the Italian pasta industry, consumer demand is quite stable throughout the year. However, volume discounts, long business lead times, and because of trade marketing promotions, fully-truck load savings, and end-of-quarter sales inducements of the purchases detected by the manufacturers are highly changing. In fact, the variability increases in moving up the supply string from consumer to supermarket to distribution centre to central warehouse to manufacturing plant, a trend that is categorised as bullwhip effect.

Figure : Bullwhip Result in Source Chain

[Source:http://knowscm. blogspot. com/2008/02/bullwhip-effect-in-supply-chain. html]

The Importance of Supply String Decisions

Chopra and Meindl (2006, p 10) proven that

"An in depth connection between your design and management of supply chain flows (product, information, and cash) and the success of a source chain. Wal-Mart, Dell Computer, and Seven-Eleven Japan are types of companies which have built their success on superior design, planning, and procedure of their resource chain. In contrast, the failure of many e-businesses such as Webvan can be attributed in weaknesses in their supply string design and planning ".

Chopra and Meindl (2006) clarifies the importance of decision-making in a source chain by giving with a good example on Wal-Mart. Wal-Mart is a leader at using source chain design, planning and procedure to have success. The company spent heavily in travelling and information infrastructure to aid effective movement of goods and information. Wal-Mart designed its source chain with lots of stores around all distribution centers to assist in repeated replenishment at its retail stores in a cost-effective manner. Recurrent replenishment allows stores to match source and demand better than your competition. If we consider the exemplory case of Wal-Mart which has been a head in writing information and cooperating with suppliers to possess cost reduction initiatives and improvement in product supply is considered as the best cited example. This reducing of cost and advanced product availability has led to tremendous upsurge in profits for the business.

Decision Stages in a Source Chain

In their article, Vahidov & Kersten (2004, p 283-303) propose that successful supply chain management requires many decisions relating to the stream of information, product, and money. The performance and importance of decision making has already been explained in the above article. Considering the value of these decisions, each decision should be made to improve the supply string effectiveness.

Supply Chain Strategy or Design

This phase is well described by Lodish (1982, p 31-56) who mentioned that proper decision making entails development of these strategies and ideas in which a company decides how to structure the source chain over another several years. In order to decide the particular chain's framework will be, how resources will be sent out, and what practices each level will perform.

Strategic decisions made by companies include whether To outsource or execute a supply chain function in-house, the positioning and capacities of production and warehousing facilities, the merchandise to be manufactured or stored at various locations, and the modes of transport to be made available along different shipping and delivery legs, and the kind of information system to be utilized.

According to Amott & Pervan (2008) view, "a company must ensure that the source chain configuration helps its strategic objectives and increases resource chain profitability during this stage. A company's decisions regarding its selection of supply options for components, the location and capacity of its warehouses agreement manufacturers for creation and, are proper decisions or source chain design. Supply string design decisions are usually designed for long-term and are extremely expensive to improve on short notice. Therefore, when companies made these decisions, they need to take into account the uncertainty in expected market conditions over the next couple of years".

Meindl and Chopra (2006) claim that decisions made during this phase include

-Strategic network optimization through location, and other number of factors including size of warehouses, syndication facilities and centers.

Strategic partnership with marketers, suppliers and customers, creating operational advancements such as direct shipping, mix docking, , and third-party logistics and communication stations for critical information.

Proper fill management through product design coordination, of new and existing products integration in to the supply chain

For supporting supply chain operations requirement of information Technology Infrastructure.

Decisions like Where-to-make and what-to-make-or-buy

Supply strategy backed by overall organizational strategy

deciion. JPG

Figure : Hierarchy of Resource Chain Decisions

[Source: http://www. eil. utoronto. ca/profiles/rune/node5. html]

Chapter 3


This section includes the study strategy and another type of approach used to handle this study. This section concludes the grade of study and its limitations.

Research Strategy

The main area of the study is to identify and illustrate how supply chain strategies operate in Cigarette Industry and the way the case study company has advantages over others through training these strategies. There are various methodologies you can use for research goal. Qualitative approach can be used in the study to address the study question. Because the purpose of qualitative research is to permit versatility between data gathering and interpreting data within the perspective of framed theories.

In this analysis, a personalized Qualitative research strategy is purposed. A research study of British American Tobacco Company Asia pacific region is chosen on your behalf of any observation in best source chain techniques and benchmarking in this research. The multi-data collection methods are used from various resources of data to ensure the validity and stability of the research. The resources of data include the chosen company's associates of British North american Tobacco, including the representatives in local offices. The interview with local market brain is conducted to gain more market environment and craze of the industry. To acquire data from other region questionnaire methodology was implemented. This study also contains both primary and secondary data throughout the data collection and evaluation part. Afterward, a description of the info analysis accompanied by the validity and trustworthiness of this thesis are given.

Qualitative Research

Qualitative research pursues with the 'why' and the 'how' of the research subject matter through the evaluation of unstructured information (Yin, 1994) - it includes stages like interview transcripts, email messages, notes, feedback forms, photos, questionnaires, recordings and videos. The qualitative research does not only rely on numbers or statistics, that happen to be consider as the site of quantitative research workers. Yin (1994) in his studies also portrays that the qualitative method is implemented to obtain the insight into attitudes, behavior, determination, culture or life styles. Inside a broader point of view the formal techniques can be utilized which includes Target teams, in-depth interviews, content evaluation and semiotic.

According to Silverman (2007),

there is the most useful attempt to depict different approaches within qualitative research.

Case Study

A research study approach is an generic research of a single instance of an phenomenon of interest. It

involves gathering complete information with a view of obtaining indepth knowledge about the machine of evaluation (Collis & Hussey, 2003).

According to Yin (1994), a research study research is employed to explore a certain phenomena and provide the understandings in a particular context. There are multiple methods which is often used for the collection of data which really helps to gain more opportunities in searching up the info to provide a sound research in the analysis.

The methods and tools used include both quantitative and qualitative techniques: financial data, interviews, memoranda, charts, etc. (Meredith, 1998). In this research project, research study technique is qualitative oriented and provides the type of knowledge that can't be gleaned solely from the statistical analysis of preformatted questionnaires (Gimenez, 2004).

The objectives of this exploratory stage are (1) to acquire an in-depth knowledge of the concept of the supply chain management methods in the tobacco industry, (2) to explore the integration of the idea relative to the supply chain strategy and (3) to identify the main benefits and obstacles of the execution of best practices adopted by research study company. With all the results of this exploratory level of the research, a theoretical model can be

built. Relating to Gimenez (2004), research design for case study strategy is illustrated in Body 3-1.

Design of case study Methodology

Research questions

Units of analysis

Selection of sample

Interview protocol

Link data to analyze questions

Criteria for interpreting findings

Data collection

Case study repository and other resources of evidence

Case review analysis


Figure : Case Study Methodology

The first step in the event study methodology is to determine the research questions that derive from the research goals of this exploratory phase mentioned before. The next steps make reference to the process of determining the systems of evaluation. As the concept of competitive advantage will involve integration along the supply chain, the most appropriate way in this analysis is always to consider all elements in this chain such as vendors, logistics providers, manufacturers, wholesalers, etc. But, because of the need of limiting the range of the study, the devices of analysis chosen are processing devices region. For the qualitative research, 6 interviews with company's reps were conducted. Predicated on the data gathered, the systematization and analysis of these extra data provided for expert viewpoints in terms of improvement potentials, problems and difficulties, best practices, and Competitive impacts. In order to increase the stability of the case study analysis, data collected was introduced in the interview process and research study database, which is analyzed to obtain the conclusions. Other sources of data such as literature and research articles are being used to corroborate and augment evidence.

Validity and reliability

Validity mainly addresses the condition of whether a strategy steps what it is supposed to

measure (Zimund, 2000). Regarding to Thietart (2001), the measured data should be relevant and precise in framework of its validity, and the second reason is the scope to which we can generalize from those results. On this research, the question arises if the interview has measured in the right way and also all the interviewed questions were appropriate enough to answer the research objective and goal.

Reliability concerns the precision and steadiness of the results collected and it is attained if

research results can be repeated (Collis & Hussey, 2003). Dependability basically means dependability or consistency in the results. Neuman (2006) shows that we can achieve same result under the identical or virtually identical conditions. This research uses diverse resources of data and all are double inspected before including them in the study. The interviews are created with many reps of the company for gathering insightful data. The interview data and data from supplementary sources are in comparison to confirm that collected data is reliable to include in the study. For the purpose of higher trustworthiness, furthermore the info accumulated from different locations were sent to other regions to verify the consistency. Therefore, this research is valid and is also reliable.

Chapter 4

Empirical Study

The forth section presents empirical analysis. It includes industry profile and issues related to it, then followed by case study company's business guide, its movements and operation in many perspectives. The primary objective of the chapter is to fully capture and present the case study all together.

The Global Tobacco Industry

The tobacco industry remains relatively resilient to global financial pressures, but downturn inevitably impacts throw-away incomes and consumer confidence. The overall value of the industry is growing, besides the reality volume drop is observed scheduled to economic pressures. But still the tobacco industry is at continuous incline and the earnings volumes are astronomically high. The progress rate is estimated to increase by 3% over next five yr if the every year revenue business remains at 465. 6 billion buck (IBIS World). Income in this industry are extremely low; but because of the particularly high volume of products sold in this particular industry the full total profits are exceptionally large. There are plenty of promotional programs that the cigarette manufactures give the wholesalers to market the products. Grounds manufactures provide such a helpful service to the wholesalers is basically because the margins are lower for wholesalers. Within the last five years prices are growing and make 80 percent of the earnings for that reason strategy for the manufacturers. (IBIS World).

During days gone by 10-20 years a declining pattern is observed in consumption volumes of the cigarette which is mainly as a result of rising prices, negative publicity, rules on smoking and the greater awareness within the population on the negative part effects of the tobacco. Many countries restrict certain advertising and mandate a health caution on each load up of cigarette products. Even though this industry is at a heap of trouble with rules, especially the previous five years of the depressive disorder in the styles have demonstrated it. Due primarily to stress levels about our economical future this is the first upsurge in cigarette sales since 1992 (IBIS World). Besides that during the past five years excise fees are also increased drastically which gives the industry players low profit margins. (IBIS World).

Cigarettes will be the major product of tobacco industry, creating up to 90 percent of the total amount of sales (IBIS World). Whereas in comparison to cigarettes, Cigars are a smaller niche in conditions with their sales quantity, but within the last 5 years the entire upsurge in cigar smoking has increased much more significantly than that of cigarettes. The smallest segment of the cigarette industry is chewing and smoking tobacco products. The reason for this smaller demand is mainly because it is merely sold to male customers. For the research-development and marketing for a fresh product called Snus companies are also trading large amount of money. (Reynolds North american).

Tobacco products can be purchased through a variety of channels. The marketplace attention has been increasing As the tobacco market shifted its investing methods in 2001, (Altria). For example, British American Cigarette, Brown and Williamson merged with Reynolds Tobacco in 2004 and Altria Group bought John Middleton, Gallaher Group and Philip Morris. The geographic region that presently accounts for the biggest income in the tobacco market is Europe (IBIS World).

Value of the industry

All the 'big four' cigarette companies face an increasingly competitive market place but the overall value of the industry is still growing. Companies still think that individuals are considering and wanting real value, therefore invention and product quality both play an integral role in delivering market share. A couple of quantity of opportunities to improve the price combine and product, primarily in developing marketplaces.

Among other goods, smokes are the mostly traded products on the dark-colored market scheduled to high income, the relative simple production and motion, and low detection rates and fines.

Estimates suggest that up to 660 billion illegitimate smokes are smoked every year. It has a harmful effect on consumers, retailers, government authorities and tobacco companies. For end consumer, Illegal cigarettes often means genuine products smuggled, where health warnings that not meet local government laws, fake products without quality controls no health warnings.

The principal drivers of illicit trade are financial - where cheaper smoking cigarettes for consumer's ripe gains for the smugglers and counterfeiters. Besides that other Contributory factors include rapid weak border handles, inadequate sanctions and raises in excise.

It is predicted that governments worldwide are getting rid of up to 24 billion per annum in excise and other taxes, while the damage to legitimate cigarette companies could be as much as 6 billion yearly in income.

Companies are trying their best to handle unlawful trade effectively by maintaining cooperation regulators and enforcement authorities and between industry.

Industry Today:

The global tobacco industry produced around 5. 5 trillion smoking cigarettes in time 2011.

The biggest solo market is China, where the industry is state-owned, with some 350 million smokers who take into account more than 40 % of the global total.

There are four international main players in the tobacco industry

-British American Tobacco

- Imperial Tobacco

-Japan Tobacco

- Phillip Morris International

These four players account for some 45 % of the global market. The first choice included in this is British North american Cigarette Company who's global cigarette market show is estimated to be around 13 per cent.

The illicit trade in tobacco industry is a significant problem in many countries creating that upto 12 per cent of global quantity is exchanged on the dark market.

Tobacco companies' global Market Share

British North american Tobacco


Imperial Tobacco


Japan Cigarette International


Philip Morris International


Others (including Philip Morris USA and

BRITISH AMERICAN Cigarette associate companies in america and India)


Table : Tobacco Companies Global Market share

(Source: Credit Suisse 2011)

Industry in future

Regulation of the industry is constantly on the increase including tougher limitations on smoking in enclosed general public places, visual health warnings on packages, plus some bans on retailers displaying cigarette products at the point of sale. Sudden surge in fees in marketplaces where cigarette prices already are high are leading some consumers to switch to cheaper brands or contraband and this trend will probably continue.

Generally it is expected that each smokers will take in fewer smokes each in support of smaller percentages of populations will smoke cigarettes. However, in rising markets, powered by population progress and increasing throw-away income a continual volume growth is widely predicted.

Although tobacco companies face an increasingly competitive marketplace, whereas the overall value of the global market is growing. This value is likely to go over 500 billion by 2015, despite tighter regulation, global economic uncertainty and high unemployment levels in developed market segments. Consumers worldwide are expecting real value, in terms of quality and creativity will both play an evergrowing role in providing market talk about. Only the companies who have adopted world class strategies will be able to make it through in current and future challenging period.

Tobacco Creation Industry Analysis

In order to put into practice the very best business technique to obtain a sustainable competitive benefits, it is imperative to assess the industry to get a better knowledge of the industry environment where the firm runs. Porters Five Pushes Model is utilized in the study for industry analysis to affectively gauge the power of competitive makes against the risks which the average company firm in the industry. The primary five competitive forces used to investigate the industry are the power of suppliers, risk of New entrants, the threat of power of customers, risk of rivalry and the risk of substitution.

Figure : Porters model of Competitive forces

(Source: http://notesdesk. com/notes/strategy/porters-five-forces-model-porters-model/)

The risk of new entry in to the tobacco creation industry is predicted to be a low power menace. Since the tobacco industry is highly regulated internationally and has advertising restrictions too (IBIS World). So its very difficult for new entrant to endure in such vital condition. Besides that the increased industry costs in blend with advertisement constraints make it very hard for new entrants to determine its brand. In the event a new competitor gets into the industry, economies of level enable the recognized firms to exercise price flexibility and lower their prices to keep up their market show. In even more severe conditions, some countries are even considering banning all logos, brand imagery and colors, (Kwon 2010). In addition, a small variety of large firms which have achieved economies of size decide industry's future anticipated to industry maturity. Substantive features within an industry like tobacco the purchase price competition and start-up costs would ine

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