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LITERATURE REVIEW

In the current competitive scenario supply chain management assumes a significant importance
and calls for serious research attention, as companies are challenged with finding ways to meet
ever-rising customer expectations at a manageable cost. To do so, businesses must search out
which parts of their supply-chain process are not competitive, understand which customer needs
are not being met, establish improvement goals, and rapidly implement necessary improvements.
Previously manufacturers were the drivers of the supply chain - managing the pace at which
products were manufactured and distributed. Today, customers are calling the shots, and
manufacturers are scrambling to meet customer demands for options/styles/ features, quick order
fulfillment, and fast delivery.
In practice, supply chain based companies (e.g., Dell, Wal-Mart, Samsung, Toyota, Lenovo,
Gome, etc.) have used different performance management tools to support their supply chain
strategies. Monitoring and improvement of performance of a supply chain has become an
increasingly complex task. A complex performance management system includes many
management processes, such as identifying measures, defining targets, planning, communication,
monitoring, reporting and feedback.
Manufacturing quality a long-time competitive differentiator - is approaching parity across the
board, so meeting customers specific demands for product delivery has emerged as the next
critical opportunity for competitive advantage. Companies that learn how to improve
management of their supply chain will become the new success stories in the global market
place. Study on Benchmarking shows significant cost differences between organizations that
exhibit best-in-class performance and traditionally, Supply Chain Management (SCM) has been a
melting pot of various aspects, with influences from logistics and transportation, operations
management and materials and distribution management, marketing, as well as purchasing and
information technology (IT).
This paper is aimed to make a literature review based on 29 randomly chosen research papers on
supply chain management where each research covers different objects and features of supply
chain management. There is too small amount of research papers to be reviewed, thats why
there is no intention to make any recommendations on supply chain management performance or
improvement, the only purpose is to make general review based on these research works which
have been done during the years from 2005 to 2011.
II. Supply Chain Management Concept Definition
Before making review of chosen papers there is a need to make a small discussion on definition
of supply chain management itself.
SCM has been interpreted by various researchers. Based on the relatively recent development of
the supply chain literature, it is not surprising that there has been much debate as to a specific
SCM definition. Ganeshan and Harrison has defined SCM as a network of facilities and
distribution options that performs the functions of procurement of materials, transformation of
these materials into intermediate and finished products, and the distribution of these finished

products to customers. Lee & Corey stated that SCM consists of the integration activities taking
place among a network of facilities that procure raw material, transform them into intermediate
goods and then final products, & deliver products to customers through a distribution system.
Christopher defined the supply chain as the network of organizations that are involved, through
upstream and downstream linkages, in the different processes and activities that produce value in
the form of products and services in the hands of the ultimate customer. SCM is the "strategic
and systematic coordination of the Supply chain management concepts.

traditional business functions and the tactics across these business functions within a particular
firm and across businesses within a supply chain, for the purposes of improving the long-term
performance of the individual companies and the supply chain as a whole".
While the separation of supply chain activities among different companies enables specialization
and economies of scale, there are many important issues and problems that need to be resolved
for successful supply chain operation this is the main purpose of SCM.
III. Best Value Supply Chains
Most of researches are intend to find optimum solutions for operations management in todays
competitive landscape and best value supply chains are the chains that are most likely to prosper
within this todays competition.
Best value supply chains use strategic supply chain management in an effort to excel in terms of
speed, quality, cost, and flexibility. Despite the value of this concept to modern firms, little is
known about how prominent theories can help shed light on what distinguishes these chains from
others and makes them exceptionally successful.
Ketchen at noted that as a relatively new concept, the notion of best value supply chains can
become clearer and richer if examined from a variety of important theoretical perspectives.
On our own we can say that prior to elaborating on the nine theories, it is important to state that a
number of other theories can also help explain supply chain phenomena (e.g., behavioral theory
of the firm, punctuated equilibrium, industrial organization, contingency theory, evolutionary
economics, and population ecology).
Here we would like to perform comparison analysis done by Ketchen (et al.) where he compares
best value and traditional supply chains.
A Comparison of a Value Chain with a Supply Chain

By,
Aziz Muysinaliyev, Sherzod Aktamov
School of Management, Shanghai University, China

2.
Supply Chain Management Research Paper from Paper Masters
1. International supply chain management and strategies to prevent the breakdown of supply
chain under such events.
2. Service supply chain: strategy, planning, performance
measurement, and management
Written as a:
1. Academic research paper
2. Case study
3. Practice of supply chain management in one particular service industry
In each of the above case, numerical data to support your points are important.
The business world has undergone dramatic changes over the past decade,
including globalization, increased customer demands, technological advancements, and more
frequent inter-firm collaborations, among others. Such changes have forced organizations to
focus on managing and improving their entire supply chains, rather than simply concentrating on
the manufacturing or product aspect of businesses as was a prevalent focus in the past. And
whereas market competition previously occurred between companies, global market
competition today is heavily rooted in supply chains. Indeed, supply chain performance is a
critical source of organizational competitive advantage, especially in todays global environment.
In order to reduce complexity and enhance the efficacy of supply chain architectures, the
importance of supply chain management is increasingly emphasized. The primary goals of
supply chain management are threefold: reduce inventory, expedite transactions, and increase
sales through the enhancement of customer services. This paper examines the highly interrelated
aspects of supply and demand within the framework of supply chain management.
A major trend in supply chain management is an increased focus on the demand side of
businesses, where organizations pay close attention to better comprehending and addressing
customer needs. According to Godsell, Harrison, Emberson, and Storey, Fuelled by increasing
market fragmentation, the desire to consume experiences and increased market literacy,
consumers are becoming increasingly discerning. Thus, consumers are becoming more
demanding with needs and intelligent companies are strategizing to best meet and even exceed
such demands. Accordingly, the alignment of demand creation and demand fulfillment as the
primary supply chain management issue.

In effective supply chain management paradigms, supply and demand are intimately linked and
are inseparable. Lapide discusses demand management, in which supply is managed proactively
rather than reactively. The author explains, customer demand is variable and somewhat
controllable, so that it can be optimally generated and shaped in conjunction with supply. Thus,
supply and demand must be effectively matched, which can be accomplished through strategic
short-, medium-, and long-term demand planning. A companys supply chain is necessarily
linked to its demand chain.
Supply chain management strategies should consider demand as well as the related topic of
product uncertainty. Products with stable demand and dependable supply sources should be
managed differently than products that are highly unpredictable with unstable supply sources.
Effective supply chain management matches strategies to customer needs (demands). Demand
for stable products is predictable, while demand for innovative products is often unpredictable.
However, innovative products often yield higher product profit margins than functional products.
Research papers describe lean and agile supply chain strategies as having viability in
varying market environments. Again, the value of one strategy over the other is largely impacted
by product demand, lending itself to the conclusion that supply chain management strategies
should be led by demand. Inventory control is widely considered an important aspect of supply
chain management. You will want to compare the methodologies of the following:

Material requirements planning (MRP) - Push inventory systems

Just-in-time (JIT) - Pull inventory systems

Hybrid methodological approaches to inventory management.

Research indicates that MRP is appropriate for companies with multiple product options,
recurrent engineering adaptations, and unpredictable product systems. JIT, on the other hand, is
better suited for companies with limited product choices, infrequent engineering changes, and
not as much demand-level variation. Hybrid methodologies have also become popular as a
method of exploiting the advantages of both systems to best enhance supply chain (and demand
chain) performance
By, Lambert ,Douglas ,Fundamentals of Logistics ,McGraw Hill,2001.

3.
Research papers on the characteristics of supply chains illustrate that businesses rely heavily on
the administration of a supply chain. Have Paper Masters business writers custom write research
on supply chains and their characteristics for your MBA.
Three characteristics of supply chains make them a value-added part of an organization. They
are:
1. Connect organizations and partners
2. Insures manufacturing is productive
3. Makes certain product is available when needed
First, supply chains connect an organization with its partners both suppliers and customers
for the purpose of delivering and stocking raw materials for manufacturing, as well as for the
distribution of finished product to distributors, wholesalers and retailers. Because they extend
across the entire value chain, they offer the potential to significantly reduce costs throughout the
organization.
Manufacturing Division and Supply Chains
Second,
process

supply chains ensure that the manufacturing division of an


organization continues to chug along by providing the manufacturing
with the required inputs in a timely manner. Without a wellorganized supply chain, manufacturing would be haphazard and the
organization could not plan production or allow sales to guarantee

delivery dates.
Distribution of Product
Third, supply chains stock the distribution channel and ensure that when customers are ready to
buy the product is there for them to purchase. When supply chains fail, the company can miss
out on major revenues especially when sales of a given product are "hot" Supply chains allow
the company to handle the flow of orders from distributors, wholesaler, retailers or customers in
an orderly manner.
By, Mentzer, John, Supply Chain Management, Prentice Hall , 2000.

RESEARCH METHODOLOGY
The location of our survey is (Ghatlodiya Branch)
Research

Research means finding answers to the questions.


It is a systemic search for truth.
Through research, new and original information, ideas about the world we live in are

obtained.
Research is a search for knowledge.
Research is defined as a scientific and systematic search for information on specific topic.

Definition

Redman and Mory systematized effort to gain new knowledge


Organized scientific investigation to solve problem.
Search

Information
Knowledge

On a topic

Research Methodology
Research methodology says that
how
to do/conduct research
systematically and scientifically
Research methodology not only provides the knowledge of various types of methods and
techniques for sampling, data collection, data analysis and report writing etc. But also guides
that which particular methods or techniques for sampling/data collection/analysis should be
used or not and why should/not do so.

Research Design
Research design is an important and critical factor as it helps to develop most efficient plan for
gathering needed information. The research design adopted in our study is descriptive research.
Sampling Design

The target population of study consist of various respondents of customer of . This survey was
done by collecting the data from respondents.
i) Sample size
After due consultation with college guide, also keeping in mind, the type of services, the sample
size was found to appropriate for study was 100.
ii) Sampling Techniques
The technique that was adopted to conduct survey was non-probability convenient sampling&
area of research was in Axis Bank only.
Data Collection
I) Data Sources: The data sources are collected by
A) Primary source
Primary data is information that you collect specifically for the purpose of our research project.
An advantage of primary data is that it is specifically tailored to our research need.
B) Secondary source
Data that we use which is collected by some other & readily available from other source.
II) Data collection technique
The collection technique was with help of survey among the customer of Axis
bank( Ghatlodiya Branch).
III) Data entry & tabulation
We have entered all data in MS Excel file for getting required data out of data collected with help
of questionnaires; we have tabulated data in MS word from MS Excel.
IV) Collection tool
Tool was used the questionnaire with its sample size of 50.
V) Data analysis & presentation

The collected and tabulated data have been analysed with the help of statistical tool i.e ANOVA
table has been used for study of types of Age group & types of Digital Banking , occupation &
types of social media follow by customer.