Free Essay

Suppy Chain

In: Business and Management

Submitted By Nabeel522
Words 3279
Pages 14
July 2012

By David Taylor Managing Partner

Can social media show you the money?

Can social media show you the money?
About the research
The first part of the research was with over 100 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a broad range of sectors. In addition, we did research with 1000 consumers each in the UK and USA, to compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing.
* To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites.

In this, our 6th global survey, we ask “Can Social Media Show you the Money?”.

The brandgym partners

Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show you the money?” How social is your brand?: accepting the limitations of social media, what role can it play for your brand? What consumers really want: the real reasons for consumers using social media from brands are not what marketers think. Key platforms : Which social media channels to focus on, and why.


More Hype

In this paper we look at the following areas:
Why social media is hot: what are the key drivers of social media usage by marketing teams? The limitations of social media: why social media has a limited role and is far from replacing “old media”.

Even More Hype


media is hot

Part 1: Why social
It’s what cool brands do:
The research confirms our belief that the key driver of social media usage by brands today is fashion, not facts. ‘Keeping up with trends’ was by far the main reason given by marketing directors for their use of social media. This scored much higher than any hard evidence, or even gut feel, on the business building effect of social media.

Main driver for companies’ use of social media
Evidence of tangible business benefits



Gut feel on business benefits Keeping up with latest marketing trends

It’s good for business (we hope):

Given the lack of evidence, a surprisingly high 58% of marketing directors believed social media was a driver of business growth, although most of these saw it having a minor role (33%) rather than a major one (25%).

Role played by social media
9% 25%

Key driver of business growth


Minor driver of business growth Helps with brand image No impact on brand or business


Base your use of social media where possible on hard facts about what it can do for your business and brand.

Action point: Cut through the hype and refuse to be a follower of fashion.

Part 2: The limitations of social media
Sensationalist, scare-mongering messages about the demise of TV advertising and the rise of social media are popular headline-grabbers. In reality, social media has a limited role to play, and conventional media is far from dead.

Social media has limited reach
The key driver of brand growth is penetration: having as many people as possible using you at least once a year. Loyalty measures, such as frequency of purchase, are actually similar between brands in a given category. Therefore, the key to growth is reaching as many people as possible, especially light and non-users, to drive penetration . And this is where social media has serious limitations. Our consumer research shows that over 80% of people were already using a brand before they started interacting with it on social media, with less than 20% new users. This means social media has a limited role in driving penetration of your brand as you’re talking mainly to existing users. And if you think you can make them more loyal, you are fighting the facts of brand growth: loyalty levels across brands are similar in a given category. This means that trying to grow share by Increasing loyalty is a losing game.

Impact of social media on brand use

(% of people who say staying in touch with brands is important)




Already buying brand before using its social media Started buying brand after using its social media










The limited reach of social media is shown by Coca-Cola. Its Facebook following of c.40 million fans seems huge. However, the following shows this is not quite true:

based on our research above, this means a potential


Part 2: The limitations of social media
Advertising is far from dead
Advertising, especially on TV, is far from dead. “Old” media still has the central role to play for most brands, for several reasons: advertising has the reach you need to drive penetration. TV advertising has the highest ROI of any medium, according to econometric research by Thinkbox. And this ROI is actually up +22% in the last five years, owing to growing commercial TV viewing and lower costs. conventional advertising allows you to plan the size and targeting of your audience In contrast, social media is a lottery. Its impossible to predict how many people of what target will like your Facebook page or watch your YouTube video. most viral online success stories were originally driven by TV advertising. For example, Old Spice’s ‘ The man your man could smell like’ the most conventional form of ‘old’ media there is: a TV advert in the Superbowl.

What about word-of-mouth?
Word-of-mouth is often portrayed as a key reason for brands to be active on social media. In reality, 90% of word-of-mouth conversations about brands still take place offline, primarily face-to-face, according to research by Ed Keller and Brad Fay. As they say, ‘Online social networks are far from the Holy Grail of marketing. A far bigger and more powerful force is real world, faceto-face conversation’.

Action point: Ignore the hype about the demise of “old fashioned” marketing, it still has a key role to play for most brands. In reality, social media has a supporting role in amplifying your marketing, given its limited reach and the inability to plan the size and nature of the audience.

Part 3: How social is your brand?
Accepting the limitations of social media, what role can it play for your brand? To start with, you need to get real about the role of brands in general in peoples’ day to day lives. Only 7% of UK people saw social media as being very important for staying in touch and interacting with (39%/50% in the UK/US). These results help explain why people like on average only 9 brands on Facebook, compared to an average of 200+ friends.

How social is your brand?

Use social media to stay in touch/interact with...
(% Very Important)
60% 50% 40% 30% 20% 10% 0% Friends/Family Hobbies Everyday products/services

Even within this minor role for brands, not all brands are equal. In the league table of brands liked on Facebook, consumer goods products come rock bottom (8%), in research by DDB. At the top were brands from media (55%), These results reflect the fact that most brands are just not that social. If social media is a virtual pub or cafe where conversations happen, would people talk about your brand? Would people want to read your brand’s weekly magazine, or watch its daily TV show? If your brand is closer to pasta sauce than Prada, then the answer is probably a resounding ‘no’.

50% 39%

16% 9% 7%


Social media usage in P4Weeks
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% TOT 16-64 16-24 25-34 35-44 45-54 55-64

How young is your brand?

A further point to bear in mind is how important younger people are to your brand, given their higher usage of social media. If you are a brand like Axe, Nike or Levi’s where this a key audience, social media will play a bigger role.



Part 3: How social is your brand?
Can you sell online?
A final factor to determine the role social media can play for your brand is the link to selling more stuff. If online is a key sales channel for your brand, then social media can be a revenue driver, not just a communication medium. An example of a brand like this is The X-Factor, a reality TV singing contest, similar to Idols in other markets. The brand’s UK Facebook page had a whopping 3.7million fans and it helped generate online revenue by people buying iTunes tracks of the week’s songs and by encouraging mobile phone voting for who stays on the show. In contrast, for consumer goods brands the link to selling more of the core is much more in-direct. The best an FMCG brand can do is link to an online shopping site, but this is still a niche channel, accounting for only 3% of the grocery market. Beermat business plan: questions posed in this section. In this highly sophisticated media model, the total score is the % of your budget to spend on social media, as shown in the example on the right.
X-Factor / Idols TV show 8 How social /10? 5 How online /10? 7 How young /10? 20% TOTAL /30 = %Budget Lynx / Axe 6 1 9 16% Kellogg’s 2 1 2 5%

% of time/budget allocated to social media
70% 60% % Team

60% 47%

% Budget

The score for Kellogg’s is in line with our survey, with 2/3 saying they are allocating less than 5% of their budget or less to social media. The % of team time allocated is higher, with half allocating 5%+ to social media, confirming the labour-intensive nature of creating a stream of content.

50% 40%

30% 20% 10%

17% 9% 3% 5% 7%
1-5% 5-10% 10-15%

13% 7%

0% 0%

Action point: Don’t spend more than 5-10% on Social Media, unless you are a social brand, selling online. Evaluate how social your brand is and the importance

of online sales. For most everyday brands this will show that social media should take up no more

Part 4: What consumers want
Consumers DON’T want a conversation with brands
Assuming you are going to allocate some time and money to social media, how best to use this? What do consumers want from your brand? Well, here Marketing directors seem to be out of touch. expectations about how involved consumers want to be in creating content themselves. In reality, a mere 5% of consumers said they used brands’ social media for this reason. In contrast, desire for useful information and deals is much higher than marketers think. This means you need a stream of distinctive, relevant content and attractive promotional offers to be active on social media.

Why consumers use social media from brands

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Useful, helpful info on brands Getting deals/ promotions Interesting, entertaining brand-created content 2-way “conversation” with brands

32% 29% 29% 25%
What Consumers Do (GB/US) What Marketers Think


12% 5%

99% of consumers don’t interact

The low interest in 2-way dialogue is confirmed by data on the top 200 brands on Facebook, done interacting with it, based on the metric “People Talking About This” (total likes, posts, comments, tags, shares). In other words, 99% of people were on the brand’s Facebook page to consume content, not create it.


Part 4: What consumers want
Content is king
Brands need to create a stream of distinctive, relevant content on social media, and this has several implications. First, this needs a new skill-set. You may need someone with writing or journalistic experience to lead the creation of brand content, either in your team or an agency partner. And, like a newsroom, you have to react on the spot to important events and consumer comments. Marks & Spencer work on a 2-hour response time to comments in social media, for example. Content creation, talent and speed were all seen as being difficult for over ½ of our marketing directors, topped only by the challenge of proving ROI. The key challenge for a newsroom is to have a stream of interesting, impactful news that can make headlines. This is where brands with large ranges of products and services, such as retailers, have an advantage of more to talk about than the limited offer of most product brands.

Social media challenges
100% 90% 80% 70% 60% 50% 40% 30%

The Gatorade ‘newsroom’ monitoring social media in real time.

54% 18% 25% 13% 10% 49%

Extremely difficult Difficult

20% 10% 0%





Proving ROI

Right talent to create content

Creating relevant content linked to my brand

Quick response to consumers

Which social media channels to focus on

Action point: Content is king - hire an editor You need an editor to lead content creation: you may have to hire in or sub-contract to someone with writing or journalistic experience.

Part 5: Which social media platform?
With a better understanding of what consumers want from social media, where should you focus your limited time and money? After all, social media enthusiasts like to scare us by showing an ever expanding plethora of platforms. Our marketing director survey confirmed our belief in a focus on Facebook and a supporting role for Twitter and YouTube. Brands’ own websites also came out as being extremely important. has by far the biggest audience (900 million) and give more ability for brands to create interesting content. The key challenge on Facebook is creating bite-sized bits of compelling content, given that 90% of people consume brand content as part of their ‘news feed’, not on the brand’s Facebook page as you might expect. You have to stand out amongst the news from a person’s c.200 friends to be seen. has a much smaller role to play, given its even more limited reach. It has fewer
Extremely important social media platforms: Marketing Directors

is a new-age helpline, most relevant for complex service brands, and following celebrity CEOs. For example, the CEO of US retailer Zappos, Tony Hseieh, has 2.4 million followers, almost 200 times the following of Whilst every marketing director dreams of a YouTube sensation that ‘goes viral’, we suggest that viral success should be seen as a bonus to your conventional media plan, not the main objective. Firstly, the key drivers of virality seem to be sex, humour and “spectacle”, and these my not fit with your brand. And more importantly, YouTube success is a lottery. For every viral success, many more films fail to fly.

Action point: Focus your effort on the platform that has the biggest reach with your consumers For most brands that’s likely to be facebook.

Part 6: Beyond social media
“What’s our digital strategy?” is the wrong question
For example, we worked with the Carling Black Label brand in South Africa on a digitally-empowered activation called “Be the Coach”. This allowed soccer fans to vote via mobile phones to actually pick the teams for a special cup match between South Africa’s top 2 teams, the Kaiser Chiefs and The Orlando Pirates. has helped improve brand imagery, most often used and volume. During the match fans could vote via SMS for the player they wanted to substitute. Other examples of digitally enabled brand activity include the Nike+ alliance with Apple that allows you to track your runs with your iPod or iPhone, and Gillette’s launch of an online subscription service for getting re-fill razor blades. Social media is only one aspect of the digital world brands operate in today. In fact, “What’s our digital strategy?” is the wrong question. A better question is “What’s our strategy for a digital world”, as this opens up opportunities beyond social media.

Action point: Think Conclusions beyond social media

Bigger opportunities may“Can sociallookingshow you social media to jury is still out. On the upside,ideas. In response to the question come by media beyond the money”, the other digitally empowered social media can amplify the rest of your marketing mix with limited extra budget, though you need to invest in people to create great content. However, you need to cut through the hype to understand exactly what role it can play, and avoid feeling pressurised to “just do it” to keep up with marketing fashion. Specifically: given its limited reach, social media is far from replacing “old media” and is rather there to amplify the rest of your mix. if your brand is closer to pasta sauce than Prada, social media should probably use less than 10% of your budget. most consumers want interesting content, not interaction, and you need a “new team” to create this. it has the biggest audience and opportunity for creating content. Twitter is tiny. And YouTube viral videos are a lottery. there may be other, bigger digitally-powered opportunities to build your brand and business.


Brand Leadership Coaching
6 senior brand coaches helping companies gain and retain brand leadership. Turbo Marketing approach helps teams develop effective marketing plans including relevant social media and other digitally empowered opportunities: Use fresh insight fuel as inspiration Create a series of integrated “chapters” of your brand story Build brand properties to boost marketing effectiveness ‘Follow the money’ approach anchors plans on business issues Build team energy and alignment through a collaborative, cross-functional process Brand Vision to Action and Brand-led Innovation 6 books on brand leadership including the updated version of the brandgym, Amazon’s best-selling management book

track record with leading companies includes SAB Miller, Sainsbury’s, LVMH, Danone and Kraft.

David Taylor (Managing Partner) M: + 44 (0) 7789 202 564 E: Anne Charbonneau (Benelux/France) M: +31 611 64 34 07 E:

David Nichols (Managing Partner) M: +44 (0) 7787 148 806 E: Silvina Moronta (Latin America) M: +54 (9) 3436612393 E:

Diego Kerner (Latin America) M: + 54 (9) 11 5 058 5900 E: Prasad Narasimhan (Asia) M: +91 8951939090 E:


Similar Documents

Free Essay

Suppy Chain Mangement

...Firefox do with this file?” There are two options: 1) Open with; or 2) Save File. Select “Save File”. The simulation data will then download as a data file to your PC in whatever folder you use for downloading from the Internet. The file will be something called an “octet-stream” instead of a .csv file. . Unlike a .csv file, you cannot open this file unless you open it from within your spreadsheet application. So open up your spreadsheet application (MS Excel, Apple Numbers, Google Sheets, etc.) and then open the simulation data file that you just downloaded. It will open correctly inside your spreadsheet application. 2. When you make changes to your supply chain model in the EDIT screen it does not automatically update the SIMULATION screen until you click the browser refresh button or the “Reload Supply Chain” button on the SIMULATION screen. Most of the time you make changes to the model (products, facilities, vehicles, routes) in the EDIT screen, then go to the SIMULATION screen and click “Reload...

Words: 1443 - Pages: 6

Premium Essay

Suppy Chain Management

...Supply Chain Management Processes Keely L. Croxton, Sebastián J. García-Dastugue and Douglas M. Lambert The Ohio State University Dale S. Rogers University of Nevada, Reno Increasingly, supply chain management is being recognized as the management of key business processes across the network of organizations that comprise the supply chain. While many have recognized the benefits of a process approach to managing the business and the supply chain, most are vague about what processes are to be considered, what sub-processes and activities are contained in each process, and how the processes interact with each other and with the traditional functional silos. In this paper, we provide strategic and operational descriptions of each of the eight supply chain processes identified by members of The Global Supply Chain Forum, as well as illustrations of the interfaces among the processes and an example of how a process approach can be implemented within an organization. Our aim is to provide managers with a framework to be used in implementing supply chain management, instructors with material useful in structuring a supply chain management course, and researchers with a set of opportunities for further development of the field. “Streamlining crosscompany processes is the next great frontier for reducing costs, enhancing quality, and speeding operations”. Supply chain management is increasingly being recognized as the integration of key business processes across the supply chain.......

Words: 13007 - Pages: 53

Premium Essay

Suppy Chain Technology

...SUPPLY CHAIN TECHNOLOGY With today's emphasize on cutting costs and streamlining expenses, many companies are looking to improve their bottom lines with more effective supply chains. Unfortunately, many people involved with companies don't have a clear understanding of what a supply chain is or how it fits into the companies overall strategy.  Supply chains include a company’s entire manufacturing and distribution process. They involve every step of the production from planning to manufacturing to handling defective goods. The overall goal of these chains is to keep the process running smoothly at all times and to keep all of the components (i . e. vendors, warehouses, etc.) connected.  Even for business individuals who do understand the essence of the supply chain, they may not understand how it fits in or how it is different from another popular technology: ERP (Enterprise Resource Program). In fact, supply chains often work best in conjunction with an ERP system but they are not meant to replace or to use instead of such a system because ERP systems involve a multitude of business activities, including customer service and production planning that are not a part of supply chains. Supply chains are generally concerned with the flow of raw materials, manufacturing, production, and distribution. However, the ERP system does organize a lot of the information supply chains use to run efficiently and without that system most companies run into problems effectively......

Words: 680 - Pages: 3

Premium Essay

Suppy Chain Management

...INSTITUTE OF BUSINESS MANAGEMENT STUDIES Term End Examination/ Supply Chain Management. All Questions are compulsory. Total Marks : 100. Q.1 Consider the supply chain involved when a customer order a book from Amazon. A. Identify the push/pull boundary & two process each in the push & pull Process? Answer : In Amazon’s original operations design the push/pull boundary existed betwixt the retailer (Amazon) and their distributor. Amazon ordered product from the distributor and the customer order arrived. Today, Amazon has six warehouses where it stocks an inventory of items it is confident that will sell. In this scenario, the push/pull boundary exists between the customer and the retailer. All supply chain processes can be broken down into four process cycles that connect the five stages of the supply chain; the customer order cycle, the replenishment cycle, the manufacturing cycle, and the procurement cycle. The customer order cycle connects the customer with the retailer; this connection is made as the book, perhaps Supply Chain Management, is selected and paid for by the customer. Processes in the pull phase are the order fulfillment, shipping, customer returns, and customer billing. Processes in the push phase are production, stock replenishments, shipping, and payment. B. How do you characterize the competitive strategy of high end dept. store chain Such as Nordstrom? What are the key customer needs that Nordstrom......

Words: 1850 - Pages: 8

Free Essay

Logistics Management

... mirrors,  lighting  fixtures,  and  shelving.    The  products  are  made  of  rust-­‐  and   chip-­‐resistant  molded  plastic  and  come  in  a  variety  of  modern  designs  and  colors.    The  plastic   construction  permits  VP  to  produce  high  quality  bathroom  accessory  at  an  affordable  price.     In   the   middle   of   the   1990s,   John   focused   the   company’s   marketing   attention   on   the   large   home   center   chain   stores:   Home   Depot,   Wal-­‐Mart,   Sears   and   so   on.     Today,   more   than   80   percent  of  VP’s  sales  are  to  these  retail  chains,  and  they  account  for  95  percent  of  its...

Words: 589 - Pages: 3

Free Essay


...progress restaurant. The key goals was making good decisions to be the best coffee house and international cuisine restaurant in Thailand. The BCC core competencies is coffee and the ideal was to try in find information from books and all around the countries to see how to make coffee. However, with the competitors in Thai premium coffee market: foreign chains, local chains and independent shops, the BBC maintains to excels in pride and profitability in the relationship between the Company and the customers, franchisees, employees, investors and suppliers. The company had a strategy going on to bring new ideas for the menu. BCC branched off with a concept of combining the tastes of East and West. Also, the new products was developed and existing products were improved. A lot of people love Thai food and the ideal was very operational to the customers and that brought the product quality to look different from all the other competitors. Additionally the company needed to consider the relative emphasis of domestic versus international expansion as well as the potential to diversify into other markets. Access to capital and supply chain in fracture were both tied to the growth targets that the firm pursed. The resource of the goals is to help develop knowledge and abilities of the team as professionals. Black Canyon is not just a coffee shop. It’s a full service restaurant serving not only coffee, but a full range of cooked international Thai food. This......

Words: 358 - Pages: 2

Free Essay

Hadith Bukhari Introduction

...It’s not like a book that you can buy from Barnes and Noble or Amazon and then start studying it impromptu. Rather, this is a book that has a legacy and a tradition. One that has a chain, a link, an organic growing connection that increases as every generation goes on. A book that whoever wants to teach it has to have authorization to teach it. That’s because it is about a sacred science that involves a sacred person, and it involves the life and times of the best human being who walked this earth. In our religion, if you want to get to a level where you are transmitting and narrating what this person said, you need to tell the people where you are getting it from. Who are you to quote from the Prophet (صلى الله عليه وسلم )? Therefore let us understand the luminaries; the chains of narrators, those who preserved the hadīth and have an authenticated chain of knowledge to the Prophet (صلى الله عليه وسلم ). This is the reality of the religion. It has been preserved through chains of narrations that are verified through scholars of the highest caliber and were the legends of their times. Shaykh Safi-Rahman Mubarakpuri, a scholar of hadīth and author of “The Sealed Nectar.” had an isnād (chain of narration) to Imam Al-Shawkani (d. 1173H): one of the greatest scholars of hadīth and main nodes of chains of narrations for Ṣaḥīḥ Al-Bukhari. In order to become a node, that scholar has to be way above the rest. Most ijazahs in the world nowadays go through Imam Al-Shawkani. He wrote......

Words: 366 - Pages: 2

Premium Essay

Cisco Systems Supply Chain

...Cisco Systems: The Supply Chain Story Cisco Systems Inc. is a worldwide computer networking company based out of San Jose, California. From Cisco’s beginning they as a company aimed to connect all members of the supply chain. Cisco’s initial product was the router, which contained an operating software called Internet Operating System (IOS). This product launched Cisco as a company and led to their future goal of a completely integrated supply chain. The first integration, a customer support site, came a year after the router was launched and it allowed customers to download and upgrade software as well as technical support through e-mail. This support center continued to grow through the early nineties and was eventually replaced by a customer support system on their website. The customer support system was continually added to and by 1995 it included; company and product information, technical and customer support, and most importantly it introduced the ability to sell products and services online. Cisco’s main desire behind this system was to streamline the process of customer support and allow the information to more easily utilized. In 1996, Cisco implemented another Internet application called “Networked Strategy,” this introduced online order entry and allowed the information to flow through Cisco’s supply chain. The order information was sent to Cisco’s ERP system which in turn sent it out to the various suppliers and manufacturers, allowing for a very......

Words: 1376 - Pages: 6

Premium Essay

P&G: Production Planning and Control

...Introduction Global operations involves the linking and relating of four primary functions; marketing, finance and accounting, suppliers, and human resources to create a competitive advantage in global markets (Russell & Taylor, 2011). The business environment has become increasingly competitive over the past decade, due to the global economic crisis, environmental challenges, technological innovations, as well as, consumer lifestyle changes. As a result of the changes, many multi-national corporations (MNC), in an effort, to remain competitive and sustainable are responding by creating global strategic management plans to address the competitive trends occurring in the market (Kim, Bak, & Bae, 2010). In fact, the aforementioned factors created a rich environment for firms to access new technologies, materials, customer bases, as well as, the ability to form business partnerships, globally (Russell & Taylor, 2011; Nembhard, Shi, & Park, 2000). Consequently, there has been a shift in the way business operations are performed and managed. Procter and Gamble Company (P&G), is an excellent example of an iconic firm maintaining a competitive advantage in global markets through the effective implementation of global operations strategies and management. In fact, P&G is the leading consumer goods firm, generating annually $84 billion in sales, operating in 180+ countries, spanning the Americas, Europe, the Middle East and Africa (EMEA), and Asia. ......

Words: 2561 - Pages: 11

Premium Essay

Customer Management at Tata an important vehicle for customer retention in business markets. Supplier firms under increasing pressure from relentless competitive forces are seeking to retain and grow the share of business from profitable existing customers as a means of finding a way out of downward spiralling price pressures. While a lot has been written in academics about the importance of CVM, several gaps remain on understanding how a large company actually undertakes this journey. Crafting competitive value chains and focusing on streams of competition are also emerging as important agenda for supplier firms since, increasingly, the end customer is no longer willing to pay for inefficiencies in the value chains. In this context, the challenge for a supplier firm in business markets is no longer restricted to getting its own operations in order, but, additionally, it must ensure that multiple interfaces that exist across the entire value chain all the way until the end customer are streamlined so that the value chain is free of value drains and every meaningful opportunity to create value is exploited. In this paper, the authors...

Words: 980 - Pages: 4

Premium Essay

Ikea Supply Chain

...SUPPLY CHAIN MANAGEMENT TERM PAPER ON IKEA’S SOURCING, DISTRIBUTION STRATEGY AND ITS GREEN SUPPLY CHAIN MANAGEMENT BY: SUBMITTED TO: KANIKA MURARKA Dr. P R S SARMA 1226113122 MBA-IB IIIrd TRIMESTER INTRODUCTION IKEA Group (IKEA) is a global retailer of Scandinavian designed furniture and accessories founded in Sweden in 1943. It has operations in 44 countries across Europe, North America, Asia and Australia and is headquartered in Delft, Netherlands. It employs 13000 people and sells 9500 home furnishing products in 298 retail stores worldwide. IKEA recorded revenues of $36101.5 million during the financial year ended in August 2012, an increase of 9.8% over 2011. IKEA offers a range of furniture for living rooms, bedrooms, kitchens and children’s rooms. Its emphasis on providing home furnishing products at low prices has been the main reason for the widespread customer acceptance of its products which, in turn, has facilitated its growth in various geographies. The company designs, manufactures, transports, sells and assembles its merchandise to minimize cost at each level. To help keep prices low, the group ensures that production equipment and raw materials are used efficiently. Customer involvement also contributes to low prices. IKEA relies on customers to choose,......

Words: 3382 - Pages: 14

Premium Essay

In Jealous Husband Returns in Form of a Parrot, in What Ways Does the Narrators Attitude Towards Masculinity Change?

...Allegory of the Cave “Allegory of the Cave” is a dialog between Socrates and Gloucon in “The Republic” written by Plato. The image of the cave is a universal picture of the human conditions that applies to everyone. It questions the justice created by the society and human nature. The idea conveyed through the dialogue thousands of years ago is so general that examples could be found in today’s society as well. In the beginning Socrates draws the mental image of the cave to his student. The cave is long and dark, but at the opening to the cave you can see some light coming in. In the cave there are humans chained as prisoners facing the wall and who are allowed to turn their heads and look around. They watch the shadows on the wall presented by the puppeteers behind the wall that stands between the burning fire and prisoners. The chained prisoners are happy because they had been fed by the shadows since birth. They have never been outside the cave and they don’t have the desire to go there. However, one prisoner with the help of a wise man like the philosopher liberates himself from the dark cave, sees the puppeteers producing images, and realizes that the shadows in the cave are not real. He also sees the sun which represents the ultimate meaning of life. Since the prisoner must return to the cave after his journey, the truth which he had unveiled is going to change his life. According to the Socrates image of the cave, all humans born in the society are......

Words: 1186 - Pages: 5

Premium Essay

Hotel Industry in India

...Contents Size of the market, growth pattern and evolution of the service…………………………………………...1 Implications for effective marketing………………………………………………………………………2 Environmental Factors……………………………………………………………………………………...4 Industry Players and Competitive Scenario………………………………………………………………..5 Marketing implications for existing players and new entrants…………………………………………….7 Size of the market, growth pattern and evolution of the service The Demand for Indian Tourism is increasing at 10.1% per annum. India will attract 25 million tourists by the year 2015. India currently has 2,00,000 hotel rooms spread across various hotel categories yet has a shortage of 1,00,00 rooms. |Hotel Category |No. of hotels |No. of rooms | |5 star /deluxe |165 |43965 | |4 star |134 |20770 | |3 star |505 |30100 | |2 star |495 |22950 | |1 star |260 |10900 | |Heritage |70 |4200 | |Uncategorized |7078 |  | |Total |8707 |132885 | |Restaurants |12750 ......

Words: 2080 - Pages: 9

Free Essay

Intro to Cribbing Isomophs

...| An Introduction to Cribbing Isomophs, Gaussian Elimination and The Hidden Markov Model | | Abstract While looking into cryptography and the building blocks that make up ciphers and theory, a mix of time and effort has produced concrete methods of cryptanalysis to identify the temporal pattern recognitions and algorithms necessary to decrypt cipher-text back to its plaintext root. This paper will look at the process of cribbing isomorphs to reveal the plaintext message, Gaussian Elimination and the process of back substitution, and the Hidden Markov Model to view visible output to that which was once hidden. Table of Contents Introduction 2 Cribbing Isomorphs 3 The Hidden Markov Model 4 Gaussian Elimination 5 Conclusion 6 Introduction In any cryptanalysts toolbox, there are a number of methods at their dispense which can aid in the deciphering of crypto-text messages back into their native plaintext message. Since the dawn of man, ways have been invented to hide secret information in an attempt to keep secret an intent, hide a plan, cover up a bad deed or whisper softly over distances. Encryption has proven the means to get this data over a medium and ensure that the integrity of the message arrives intact. Many times this information is intercepted and then the deciphering process begins. By knowing a certain amount about a message, cryptanalysts are able to piece the remaining message together by using cribbing, algorithms and back......

Words: 1482 - Pages: 6

Free Essay

Exhibition Review

...Prohibition Timeline& Facts • 1920: The manufacture, sale, and transportation of liquor (more than 0.5% alcohol by volumn) was made illegal via the 18th Amendment to the Constitution • Ends in 1933 • Owning any item designed to manufacture alcohol was illegal and it set specific fines and jail sentences for violating Prohibition. • Loophole: nothing about the act included DRINKING alcohol • Loophole: Since Prohibition went into effect a full year after the 18th Amendment's ratification, many people bought cases of then- legal alcohol and stored them for personal use . • Loophole: Alcohol consumption was ok if it was prescribed by a doctor. Needless to say, large numbers of new prescriptions were written for alcohol. * Stockmarket crash changes public opinion of alcohol consumption because legal manufacturing would create jobs The Gibson Girl The Gibson Girl was tall, slender, and full-chested. She had an exaggerated S-curve torso hape achieved by wearing a corset. Her neck was thin and her hair piled high upon her head, with curls framing her face. Wigs& Surrealism: Surrealist headwear wasn’t limited to hats. Wigs played a major role in the movement. Elsa Schiaparelli, the surrealist couturiere of the 2me period, was one of the first to make surrealist wigs. She commissioned many of these by Antoine. Robe of Style An alternative silhouette available to women was the Robe de Style, which was inspired by wide-skirted......

Words: 614 - Pages: 3